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Alan Mitchell
Works at Calculate Marketing
Attended University of Sheffield
Lives in Richmond, Melbourne, Australia
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Alan Mitchell

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Google Glass! #GAUC2014
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+Alan Mitchell NOOOOOO!!!!!!
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Alan Mitchell

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Finally... the ability for Australian advertisers to track website phone calls which originated from Google AdWords without needing to use a third-party call tracking solution.
 
woo hoo
at last - call tracking on sites.
me like
https://support.google.com/adwords/answer/1722054#calls_from_websites
<div class="answer-intro"><p>If you'd like to know which of your <a class="glossary-term" data-answer="6323" href="/adwords/answer/6323">keywords</a> best leads to <a class="glossary-term" data-answer
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Alan Mitchell

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Google AdWords Advertisers Beware!
Proof that Google's September 2014 plan to remove the option for AdWords advertisers to exclude close variants from exact and phrase match keywords will lead to a guaranteed reduction in advertiser profits, and an equal and proportionate increase in Google's profits: http://ow.ly/AnLpQ 

Let's see what happens when Google makes an 'improvement' to their exact and phrase matching to send both keywords to the same keyword.

Revenue per click is now an average of the two original keywords ($1.00). The CPC lines are also now somewhere in between the CPC lines of the original keywords.

Again, profit maximization is where the marginal CPC meets the marginal RPC, at 3,000 clicks. The advertiser was previously receiving 2,000 + 1,000 = 3,000 clicks; and the advertiser is still receiving 3,000 clicks.

But look what happens to the advertiser's profitability. The advertiser's profit, represented by the shaded area, is now (3,000 x $1.00) – (3,000 x $0.60) = $1,200. The advertiser's profit has fallen from $1,700 to $1,200, even though the advertiser is still receiving 3,000 clicks.

Now here's the interesting bit – look what happens to Google's profit. Previously it was 2,000 x $0.30 = $600 from the first keyword, plus 1,000 x $0.70 = $700 from the second keyword, totaling $1,300.

Now it is 3,000 x $0.60 = $1,800.

The advertiser's profit has fallen from $1,700 to $1,200, while Google's profit has increased from $1,300 to $1,800.

The PPC advertiser is still receiving 3,000 clicks, but the average CPC for those clicks has risen from ($1,300 / 3,000) = $0.43, to ($1,800 / 3,000) = $0.60. Google has essentially increased the average CPC, without increasing the average CPC.

Very clever Google!

#adwords #ppc
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+Richard Fergie great questions and thoughts.

It seems that Google doesn't like others to have an advantage in any of their products. (Eg. Links, PR sculpting, Authorship, Grainular keyword targeting.) All of these were used - and abused - to make many people money and successful.

This change is about revenue for Google. They really have no competition, so they can do what they choose without losing customers.

Maybe in the future, they will attempt to monetize the targeting options. Unless you bring them millions of ad $$$, I don't think they like third party ad houses.

I've witnessed first hand, their associates attempt to steal clients. will be interesting to see what the future holds.


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Alan Mitchell

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AdWords 'Top of Page' Bidding Analysis http://ow.ly/A30Gi & Common Bid Optimisation Mistakes http://ow.ly/A30P1 #PPC
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I haven't tested it personally +Andy Holden, I don't really like the idea of handing over control of bidding. I can imagine how it might be useful from a branding point of view, or as a time-saver if you're more concerned with getting ads up and running and receiving clicks quickly rather than spending time on bid optimisations, but I can't see any real long-term value in this feature for more involved advertisers.
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Should You Bid On Your AdWords Brand Terms? http://ow.ly/ze0sq Yes! Here Are 13 Reasons Why: http://ow.ly/ze0Mp #PPC #AdWords
While many advertisers have bought into the idea of bidding on search terms that include their brand name, there are still plenty of smart people that question the incrementality of such a practice. We’ve questioned it ourselves, most recently in a 2012 study. That study looked at incremental clicks in instances where you’re already appearing […]
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Alan Mitchell

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Thanks +Avinash Kaushik for answering my question! Some fantastic takeaways from today's #GAUC2014 +Loves Data +Benjamin Mangold
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Off to the Melbourne Google Analytics conference. Looking forward to hearing from +Avinash Kaushik! #GAUC2014
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Nice analysis of Google's new website call tracking feature by +Andrew Lolk and +White Shark Media™
 
Breakdown of Website Call Conversions in Google AdWords (Free Call Tracking) by +Andrew Lolk 

http://whiteshark.cc/AxkwE 

Here at White Shark Media we are exceedingly enthusiastic about call tracking. We use call tracking for all clients who depend on calls as their primary or secondary revenue source.

Google has now started to offer call tracking—and it’s 100% free for the advertiser.

This clearly illustrates how much average advertisers have started to depend on the ability to track their online marketing efforts.

Google is definitely trying to make it easier to prove the effectiveness of Google AdWords by offering a call tracking feature within the AdWords interface.

Take a close look at website call tracking and how it will affect advertisers moving forward.

#AdWords   #PPC  
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Thanks for sharing this +Alan Mitchell  :)
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How To Use Contextual Data Such as Weather to Improve Your PPC Campaigns http://ow.ly/A32Wg
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Nice insights +Andy Holden, I've also found a 'correlation' between exchange rates and enquiries / bookings in the travel sector, although these trends tend to be over a longer date range (i.e. at least 3-6 months), as it can take time for consumers to become aware of any change in buying power (positive or negative) and any subsequent changes in prices. However, on a smaller time scale, I think with the increased usage of Universal Analytics, we'll see more opportunities to utilise contextual data such as weather, store walk-ins, interest rates etc to improve PPC campaign performance.
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Excellent Article by +Keith Winter 5 Strategies to Reduce Google Remarketing Spend http://ow.ly/A31Aq
No mater if your doing dynamic remarketing or standard remarketing, these proven methods will decrease your ad spend and help optimize your remarketing
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2 Articles On How Retailers Can Use Predictive Technology to Improve Retail Efficiency and Profits:

1) Pedestrian Foot Traffic Data (using mobile phone mac addresses): http://www.bbc.co.uk/programmes/p023rkp8

2) Weather Data (using external feeds, real time Google Analytics data, and third-party solutions such as IBM Watson): http://www.reflexisinc.com/stormy-weather-retailers-can-prosper-despite-mother-natures-fury/

#retail   #analytics   #ibmwatson  
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Google AdWords RLSA – How To Create A High-Performing RLSA Strategy in 60 Minutes

"Since you can assume that anyone who will see your RLSA ads will already be aware of your website, try offering something different. If you sell Fiji holidays, for example, perhaps mention your free package inclusions. If you sell bathrooms, perhaps take visitors to your photo gallery page. And if you sell weight loss retreats, perhaps encourage visitors to browse your excellent customer reviews and testimonials. Don’t just use RLSA to shout the same generic message as your existing Google AdWords campaigns – use RLSA as an opportunity to connect with an already engaged audience (your engaged audience) in a slightly different way".

Read more: http://ow.ly/zb8Xn
 
#remarketing   #rlsa #adwords  
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Founder of Calculate Marketing
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Google AdWords, PPC Marketing
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  • Calculate Marketing
    Founder, present
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Richmond, Melbourne, Australia
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Founder of Calculate Marketing, Melbourne, Australia
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    Economics
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