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daily 03/05/2014

    • The L.A. Times catches up with the priest who celebrated that Mass. Father Jim Baraniak says that during the service, he noted that Muema was the first athlete to attend in the event’s eight-year history. The number eight holds special significance to Muema, who has made references to so-called “Angel numbers”—numbers which believers hold reoccur disproportionately, as messages from a divine or mystical source
    • Less than 1/3rd of the state’s top 2015 prospects made it in for either Texas junior day.
    • That doesn’t mean Signing Day 2015 is already fait accompli, but it’s clear that Strong and company are combating the reality of a Texas brand in retreat – the mutually reinforcing effects of a stagnant program in a marginal conference, with a fan base and administration left uneasy by the contentious dismissal of a charismatic head coach who had lost touch with his actual job requirements.
    • creating a sense of momentum (and scarcity) with orchestrated commitment announcements, and to harbor suspicion for any recruit who wants to weigh his options.  Brown valued certainty, even its destructive varieties.
    • Strong is more comfortable with uncertainty – even if it means short-term setbacks.
    • Win.  A strong Texas determines its environment.  A weak Texas is subject to its whims.
    • Google Killed 350 Million ‘Bad Ads’ in 2013

       

  • tags: ppc

  • tags: Adwords

  • tags: Adwords

  • tags: adwords

    • While bidding strategies apply to campaign or ad group level, we also have bid adjustments that apply to targeting.
    • Bid adjustments are a percentage change to a bid and allow for an increase or decease for better control of where ads are shown.
      • Adgroups can adjust for device, topics, interests, remarketing lists, placements
      • campaign bid adjustments = device, location, time of day
    • Adjustment can range from -90 to +900%
    • For mobile, the adjustment of -100% is used to opt-out serving on mobile devices.
    • Multiple bid adjustments are multiplied together to set the bid.
    • Note that multiple adjustments for the same location are not combined. Another Google example of how this works:
    • Only the adjustment for Paris, the most specific location, will be used
    • f an advertiser is using Conversion optimizer, the only bid adjustment accepted is a mobile -100% opt-out.
    • For campaigns using automated bidding (advertisers give AdWords control over individual CPC bids), ad scheduling bid adjustments can’t be used
    • Use a combination of device and location to serve more to people on mobile in the area of your physical store.
      • you need to read more about the placement concept
    • In a display placement campaign, arrange placements in a first choice, second choice, and third choice tiers by bid adjustments.
    • Increase bid adjustments +300% on mobile devices to create a faux mobile campaign or “mobile focused” campaign.
    • Enable bid adjustments for ad group level topic targeting, then exclude a gender or age (to leave the one you want to target) to achieve persona level targeting in display.
  • tags: adwords

    • Google AdWords Bidding Strategies: The Complete Guide
    • Manual CPC
    • AdWords will take the ad group default bid first, unless a different bid is manually specified at the keyword level.
    • Automatic CPC
    • In this setting, advertisers focus on driving click traffic but give AdWords control over individual CPC bids.
    • Set a daily budget and AdWords automatically adjusts your bids with the goal of getting the most clicks for the budget.
    • CPC bid limit. Setting a limit can help control costs, but might also potentially limit clicks.
    • Enhanced CPC
    • Conversion tracking must be enabled, so that based on conversion tracking data, AdWords will automatically increase or decrease CPC bids to drive most conversions.
    • This bidding option is for the conversion-focused advertiser.
    • Bids can be raised up to 30 percent for clicks that are more likely to lead to conversions. Bids are lowered for clicks less likely to convert.
    • CPA Bidding
    • With a focus on conversions at a specific cost-per-acquisition, use CPA bidding. This is also known as Conversion Optimizer.
      • how did they get to this sample size?
    • Advertisers who want to target a specific cost per acquisition/conversion must have at least 15 conversions in 30 days to use this.
    • Because Conversion Optimizer automatically applies its own bid adjustments, it isn’t compatible with the new enhanced campaigns bid adjustments across days, times, locations, and devices (except for mobile opt-out at -100 percent.). Display bids also don’t work. If you turn on Conversion Optimizer with existing bid adjustments, they will simply be ignored.
      • work through a few scenarios
    • Target CPA is the average CPA you are willing to pay,
    • two advanced options for this bid type: Max CPA and Target CPA.
    • Max is the maximum per conversion.
    • he Maximum CPA is scheduled to be discontinued in 2014.
    • Flexible Bid Strategies
    • Automated bid optimizations can be applied to campaigns, ad groups, and keywords.
    • mix and match bid rules across campaign and ad groups.
    • ive types of flexible bid strategies:
    • Maximize clicks:
    • CPA bidding:
    • Conversion Optimizer
    • Enhanced CPC:
    • Search page location
    • Return on ad spend (ROAS)
  • tags: Adwords

    • Meet the New AdWords Flexible Bid Strategies: When to Use Them & What’s Missing
    • One of the key reasons agencies and advertisers chose to utilize paid search management tools was the access to advanced bid algorithms.
    • flexible bidding strategies in enhanced campaigns.
    • ide variety of options compared to enhanced CPC and conversion optimizer options that were previously availabl
    • allow you to mix and match bid rules across campaign and ad groups.
      • new bid rules
    • Target Search Page Location
    • “Automatically tries to get your ads to the top of the page, or onto the first page of search results.”
    • altering your bid for the top of the page or climbing onto the first page of results.
    • Bid to position bid rules allow you to select the position you would like to target, not just the top position. This can allow you to control your position instead of just having your bid pushed up to get your ad in the top spot.
    • taking hold of the top spot can be useful for branded search queries and fighting off any pesky competitors bidding on your brand name.
    • Maximize Clicks
    • this will maximize the amount of clicks you receive within a set budget.
    • If you’re attempting to drive as much possible traffic to your site but have a limited budget, this option will fit your goals.
    • general awareness campaign
    • Target CPA
    • if you happen to have a target dollar figure you are willing to spend on advertising to convert a new customer, this is your best option. This type of bid rule is often utilized in lead generation campaigns.
    • Enhanced CPC
    • this option automatically adjusts your bid on the likelihood of you receiving a click. You might end up seeing Google continuously raise your bid into the top position to generate clicks.
    • The blog post on Google calls out “when conversions are the main objective, but you also want control over keyword bids
    • What’s Still Missing?
    • evenue based bid rules:
    • tools like Kenshoo and Marin allow you to upload or input revenue/margins generated from sales. When you’re selling multiple products that have different costs and margins, a simple CPA bid rules won’t provide you with what you need.
    • Profile based bid rules:
    • if you run a lead generation company and want a 20 percent ROI across all of your engine accounts, you can set up a bid management algo that takes into account every single keyword you manage and alters bids to drive that specific ROI.

Posted from Diigo. The rest of my favorite links are here.

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Categories: Uncategorized
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