PPC News and Notes – Twitter’s New Ad Platform

by | Dec 17, 2018 | Best Business Helps | 0 comments

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PPC News and Notes – Twitter’s New Ad Platform

Articles

Check out some of the latest news and notes in the world of the PPC advertiser…

Twitter’s New Ad Platform

Although in beta and only open to VIP advertisers that are invited, Twitter has finally released their ad platform called Promoted Tweets. 
The general format is that you can use tweets you’ve created or that
have been retweeted by someone else as “ads” that are promoted in
certain environments.  The way the ads are served are analogous to both
search and contextual advertising in AdWords, where you pick keywords
that are searched on to have your tweet shown or it is matched to a
stream of tweets given the contextual nature that you choose in your
account.  You pay on a cost per engagement which include clicks,
favoriting, retweets and replies.  There is also Promoted Account where
you can essentially buy followers and Promoted Trends where you are
shown on hashtags.

Google’s Display Conversion Optimizer

This is in beta and may not be available on all accounts.  Google has updated their Conversion Optimizer
to include a more specific Display Network version of the tool. 
Remember, the Conversion Optimizer bidding option in AdWords improves
results by using historical conversion data to adjust bidding on
specific keywords to optimize for conversions.  This upgrade of the tool
allegedly improves Display Network results by more efficiently and
intelligently changing placements based on historical data to hit your
target CPA.  Soon, there will be an option to choose “Automatic Campaign
Optimization (Display Network Only).”

Facebook Account Quality

Facebook doesn’t have a quality score formula like Google AdWords to
determine the quality of your advertising, but they do have sort of an
“account trust” system going on that’s based on user feedback.  They
actually allow users to “x-out” ads that don’t appeal to them or may be
offensive.  If they notify you that something is not acceptable, make
sure you never do it again.  Raising this “metric” can really help with
the effectiveness and efficiency of running campaigns here.

AdWords Automated Rules

This new feature lets you schedule automatic changes to your account
based on criteria that you specify.  This could save you time from
having to frequently go into your account and make manual changes.  You
can be really creative here too, depending on your business.  You can
switch ads that are shown at certain times of day, raise budgets if
conversions are high on a particular day, etc. etc.

Mike Fleming specializes in Analytics and Paid Search for Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. You can follow Mike on Twitter at @SEMFlem. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a girl who threw a snowball at him one day…then married him.

Mike and the team at Pole Position are available to help clients expand their online presence and grow their businesses. Contact them via their site or by phone at 866-685-3374.

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