few weeks ago, Google held the Academy. Access is by invitation only Google and I was lucky enough to attend. I will try to make a summary of the 7 most interesting: The
grouped into the three topics discussed:
NETWORK OF CONTENTS
1. Most network: according to a study last November Comscore, the Google content network is the largest advertising network in Spain. If you're in it you have the possibility to put your ads on thousands of websites and participate in the 12,000 million impressions per month or contact with 13.5 million unique users per month.
My comment: This is a great opportunity but it requires a different treatment of the search network (which everyone identifies with "AdWords"). That is, forward in broadcasting, but less efficient. It is not the same person you are actively searching on Google that you are reading an article in an online newspaper and see your ad by accident. Treat both groups in the same way can be an expensive mistake.
2. Opportunity: still relatively untouched. There is less competition in the search network. This will change sooner or later.
My comment: when you start to master the content network, the better. For example, in terms of image ads (banners typical), the normal principle that costs make it work. Better start now, when they can do tests with little competition
3. Locations managed / Automatic: with the new interface can do with just a click different websites where your ads appear, one by one, and thereby eliminating those that have but performance. Or, spend some of "automatic" to "managed" to fully exploit it.
My comment: we must be careful to permanently delete sites, it is sometimes more practical to see what the website says and then take negative words or better, lower-level analysis of URLs to remove only parts Site inefficient, not everything.
GOOGLE ANALYTICS
4. Install the code correctly: if visitors to your site can move to other domains or subdomains, you have to modify the code that gives Analytics or the data are not reliable.
My Comment: I just happened and I can assure you it is very frustrating to have mixed data "traffic direct "and" traffic from AdWords. "Thus, money invested in placing the code and place it on every page is money well spent.
5. Conversion Tracking: It is arguably the most important Analytics all the visits if you want to do something on your site (is there not?). default Analytics gives you up to 4 goals for the set up and can see not only how people do what you ask, but where Gone are the "clueless"
My comment: stressing that said, you have to take full advantage of this functionality. When properly configured, can give you a gold information, for example, where you have bottlenecks in your site.
6. Bounce Rate: is another indicator that something may go wrong. For example, if you have keywords that generate a lot of visitors with a high bounce rate (the visit will not look at other pages, go to other sites) maybe there is something wrong, unless you have a blog (where the rebound is justified).
My comment: check Adwords ads and landing page. Usually the problem is that the promise does not match what was found.
NEW INTERFACE
7. Simulator offers: The new interface is a simulator that will indicates the prints you can get up your bet, the cost per click (CPC). For different amounts above tells you how far you can expand your outreach.
My comment: Google puts you in the long teeth, but the quality of care for these extra visits. If you do not convert well, the waste can be considerable.
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