Gain More Analytics
Affiliates gain more analytics through Google performance pack
Even the most successful affiliate marketer will admit that it simply isn’t possible to launch effective advertising campaigns out of the gate. Rather, they come from constant experimentation using analytics and insight to fine-tune campaigns. Google knows this, which is why the company launched the performance package for marketers that use the search engine’s real-time and auction-based online bidding tools, MediaPost reports.
The package contains two new metrics – relative click-through rates and impression share – as well as two diagnostic tools – Content Ads and Unseen Impressions. Google’s objective with the performance pack is to give more knowledge to affiliate marketers and to in turn help them reap more benefits from their paid search advertisements.
Relative CTR and impression share
Relative CTR is one of the new data points to which Google’s performance package gives affiliates access, enabling them to see how their ads are performing compared to others in the same paid search box.
“It lets advertisers see what’s clicking for users,” Brad Bender, director of product management at Google, commented. “They can see the relative performance of ads running in the same slot.”
Meanwhile, impression share tells affiliates how many of their keyword auctions they have won. This will help them win more top spots on paid search listings – translating into more website clicks and leads – while minimizing costs.
Content Ads and Unseen Impressions
On the other hand are Content Ads, which enable affiliates to better plan their advertisements. The tool shows how proposed paid ads will look at different locations on Google’s search pages.
Unseen Impressions is a filter that will help advertisers avoid being charged for impressions they don’t get. For example, if people searching a specific term don’t scroll down more than half the page, Google will take note of that and won’t charge advertisers for displays that are in that position. This should help affiliates save money.
“These advertisers probably pay on a cost-impression basis CPM, so a tool like this really benefits advertisers,” Bender said. “This enables the advertisers to only pay for ads that are served and viewed, eliminating wasted spend.”
Google’s new tools will benefit search marketers, but it’s crucial that advertisers use a variety of promotional tools to maximize their affiliate marketing campaigns. Search should be used in conjunction with social media and email to reach the greatest number of consumers.
