Google Makes a Big Change to AdWords
In case you haven’t yet heard, as of Friday, February 19th, Google made a violent change to it’s search engine results page that is going to fundamentally change the way most businesses do PPC marketing. Instead of those ads on the right and an ad on top and bottom, Google searches will now feature only the ads on top and bottom. Now, instead of 4-5 PPC ads being placed above the fold, a user will only see 3. With the reduction of above the fold ads, CPC bid are about to get a lot higher, and with more paid ads on top, natural search will be more limited. So, what does this mean for PPC advertisers, attribution, and the proper budgeting for your ads? At the end of the day, it means that your ads are less likely to be seen by a potential customer. Not showing means no clicks, which in turn means no budget being spent, which means no sales. Marketers and consultants everywhere agree it that it’s the time to make updates. But, as always, the challenge is how to shift those budgets in appropriate ways. Advertisers need to move quick in order to avoid falling behind competitors. That’s where Abakus comes in.
Abakus sees this as a huge opportunity for attribution to step in. Highly commercial queries, like “San Francisco Hotels”, are already dominated by the aggregation sites, so how should a smaller hotel, or individual chain properly use its marketing budget to drive the highest amount of conversions? If you were already spending 5,000 on position five and don’t have the budget to get to position 3, you now need to reallocate that money to something else that will drive users to your website. With real-time attribution by Abakus, marketers can effortlessly see which search terms are driving value, and which are costing too much to be efficient players. Abakus also allows marketers to see where value can be gained from other channels, like display and video, where opportunities to drive more efficient value may be present with the seismic change Google has wrought.
Abakus provides tools that show you your cross channel marketing effectiveness, the top paths to user conversion, and your most efficient players using a patented algorithm that relies on proven methodology to inform the marketer on his best choices in marketing. Further, it identifies opportunities to shift budgets to take advantages of marketing inefficiencies that will drive more revenue and conversions to the client’s website. We’re predicting that the change in Google will drive more users to display, video, and like channels, which tend to be a little harder to measure than traditional PPC marketing. Abakus has the know how to do so.
We’ll be continuing to monitor how Google’s change affects our client’s rates of conversion to recommend the best way to shift budgets around to produce the most effective combination of digital marketing. Now is the time to make sure you have these tools available for your company. Make sure you reach out to an Abakus representative today to get the most out of your marketing.