Google is extending its “Optimization rate” indicator to display campaigns. It is therefore present today in search, shopping and display campaigns. The “Optimization rate” is Google’s new indicator that indicates the performance of campaigns. It is based on several factors such as Costa Rica WhatsApp Number List or auction configuration in order to generate this score. It gives a fairly accurate view of the performance of the campaigns and of the possible optimizations. This KPI is in any case becoming the central indicator of Google Ads campaigns since it has just been deployed on display campaigns. Be careful, however, not to over-emphasize this score. Campaigns that are 100% optimized may in fact still deserve improvement. The score is now available for Search, Shopping and Display campaigns. It is already implemented for the French campaigns, in beta.

From January to December 2020, here is the list of events of the year to prepare your 2020 marketing campaigns. A communication from Google confirms the variations observed by SEOs in November. At the beginning of November, we informed you of a suspicion of a major update to Google’s algorithms , which would have affected the positioning of many sites. The Mountain View firm has just confirmed that it was an update related to local SEO. n a series of tweets posted through its official Google explained that it has started using neural matching in its algorithm to better rank local search results. Better understanding of local queries This update will help Google better understand the link between the words used in local queries and their meaning, in order to provide even more precise results to users of its search engine.

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The objective: a better understanding of the intentions of Internet users, even when the name and description of the company are not mentioned in the initial search. Google has indicated that its update called “November 2019 Local Search Update” has been fully deployed, in all countries and in all languages. Médiamétrie and the IAS have just published a study on the advertising effectiveness of display. This focuses in particular on the relationship between duration and effectiveness. An interesting point of view at a time when content is becoming shorter and shorter, and the public less and less available. The study is being carried out by IAS and Médiamétrie through a hybridization of their data, and post-tests with 2,300 individuals. It covers France and the campaigns of 3 major advertisers: Citroën, Conforama and Mercure Hotels, in partnership with their iProspect, Mediacom and Vizeum agencies.

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Here are the main results of the survey. Positive effects as soon as a campaign is visible First lesson of the study: positive effects in terms of efficiency appear as soon as a campaign is visible. A person exposed to a campaign will have a more positive perception of the brand (+ 9% compared to people not exposed). She will also be more inclined to recommend the brand (+ 6%). The efficiency KPI most impacted by visible advertising is purchase intention: a person exposed to a visible campaign has a 14% higher purchase intention. Spontaneous notoriety, on the other hand, has little impact. It only increases by 1% when the ad is visible, but when an individual is exposed for more than 15 seconds, spontaneous mindfulness increases by 10%, compared to unexposed people.

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The longer an individual is exposed, the more efficiency increases Another lesson from the study: the longer the exposure, the more effective it is. All the KPIs are progressing: spontaneous notoriety, brand image, brand recommendation, purchase intention, campaign approval, etc. Campaign approval and purchase intentions are the KPIs most impacted by an exposure time of more than 15 seconds. Thus, the linking words, which can be important in determining the meaning of a query, will now be better taken into account by the search engine. With this improvement in Google’s algorithms, made possible by artificial intelligence, the engine will be able to evaluate and understand, from a set of words, which are important and which are less, and to understand the connections which unite the words and expressions used by Internet users.

Help for conversational research This Google update also targets oral requests to connected speakers, a market in which web giants, such as Google, but also Amazon and Apple, have positioned themselves. When it comes to expressing yourself orally, it seems more natural to formulate your request in the form of a question or from an expression, or even a structured sentence. It is also to improve conversational search and its use via this type of connected device that Google has improved its search engine and launched Google BERT. In total, the Google BERT update has been deployed in 70 languages, including French, since Monday, December 9. ​SUP’Internet provides students with the necessary tools to learn the operations carried out by a media trader in the professional environment. This allows, once the diploma in hand, to be efficient quickly.

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