PPC - what effect does this have?

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  • PPC/SEM
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There have been several threads about declining earnings with Adsense but I'm interested in comments about the other side.

Have those placing PPC ads on google and FB seen improving or declining results?

When the 'personalized' ads were introduced some time ago I wondered how the policy might change results of ads placed.

My own 'customer experience' in the past few months made me think of the issue again. I don't know when I last clicked on a PPC ad - becuase every ad I'm seeing is for an item I've already purchased.

It seems the platforms adopted the 'personalized' and haven't moved beyond that focus - am I wrong?

If I search for and buy a dog coat - for weeks and weeks I'm shown ads for 'dog coats'. I bought two pair of riding boots on sale last month -and every site I bring up is advertising riding boot to me. I ordered 2 pair of a particular shoe brand and for a month have seen those same shoes in ads on my screen. The ad prices are double what I paid for the shoes (sale) - where is the benefit for those paying for the hundreds of ads I've seen?

I understand the 'idea' and related ads for a week is one thing - but this is MONTHS of ads focused on items already purchased. Where is the profit in that?

By now I would have expected the 'personalized' ads to have evolved into related ads. If I ordered a dog coat - I might want to see ads for dog food or dog accessories or dog agility equipment.

Riding boots? Why do I not see ads for grooming tools or riding accessories or riding gloves or helmets?

What I've noticed are Google and Facebook PPC (some may be PPI for all I know)....and I wondered if the decline in Adsense revenue might be connected to the focus on 'personalized' ads...and whether advertisers are being 'hosed'.

Can anyone explain the 'positive' of the personalized ads that go on and on - or why they haven't evolved into something more sophisticated?
#effect #ppc
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  • Profile picture of the author Reddevil007
    I too would be interested in knowing what the OP has asked for.
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  • Yeah! Also, I would like to know about that can we setup Tech support campaigns on Google or Bing or Gemini? Which one would be more successful?
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  • Kay, the issue is not a problem with the platforms. It's a problem with the advertisers. I fear there are too many, perhaps even the majority, not taking a more active approach to managing their campaigns. I dare say even that most don't take an intelligent and logical approach to managing their campaigns.


    First, I believe when you say "personalized", you mean being remarketing to. Take your example of the shoes or of example any for that matter. So you obviously checked out some shoes and likely at many different sites. You bought a couple pairs, presumably online, so as far as you're concerned, you're done and mission accomplished.


    However, you have been retargeted to for months. The problem is that advertisers are setting their retargeting to long periods, way longer than a typical person would take before making the purchase decision. Say that was 10 days on average but their are remarketing for 180 days. Doesn't make sense but this is an advertiser not thinking of how to make best use of the tools available. Does it hurt them financially? Most likely.


    You may be remarketed to by the site where you bought your shoes. There are settings in Adwords to prevent remarketing to someone who bought from you but obviously this advertiser is not aware of this. Note too that a lot take the simple, lazy approach. It doesn't help their bottom line not to mention alienate customers, a lose-lose for them.


    As you mentioned, they could use the tools available to them in better ways such as your example of remarketing with other offers (riding accessories instead of the boots). Again, that in my opinion is simply advertisers not thinking or not knowing.


    As you say, they could be more sophisticated but that onus is on the advertisers, nothing to do with the platforms themselves. A few reasons for that. One is that for small businesses, it may be the owner or an employee handling the online marketing. The owner has no time to learn all this stuff and he may have passed this on to an employee who has no inclination nor knowledge about marketing. There is also the fact that there is a lot of features and unless someone spends the time to learn and understand, a full time job, they'll never fully take advantage and make plenty of mistakes.
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    • Profile picture of the author pauloadaoag
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      remarketing to someone who bought from you but obviously this advertiser is not aware of this
      What often happens to me is I google "$product_name", comparison shop then buy from seller A. I still see ads for $product_name not only from sellerA but also from sellerB and sellerC. Not to mention what if I end up buying from a proper brick and mortar shop.

      Personally I think the way advertising works right now in the Internet is broken and unscalable. People are not just tuning it out, people are now actively finding it creepy.
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  • Profile picture of the author Kay King
    Finally - an answer that actually addresses my questions! Your explanation about manufacturers makes sense. The most advanced software or most sophisticated ad metrics...still rely on humans to set parameters. That will make an 'oops' more often than not.

    I did find an article about 'opting out' of such ads and the article referred to the ads as 'creepy' - which I agree with.
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  • I don't call it creepy, simply annoying when seeing the same ad over and over. You can just ignore it but you can also click the top-right corner X and ask not to be shown that ad any more. Of course, you'll be shown other ads instead.

    I just noticed too that Google does call it "personalized".
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  • Profile picture of the author Kay King
    I ignore them for the most part - and when they began it was Google as i recall that used the term 'personalized'. It's sort of an 'after burner' personalized - like "aha, I know what YOU bought".

    Hadn't considered the advertisers might be using ad settings in a way that might waste their own money.
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  • Profile picture of the author JohnVianny
    One of the reason is that the budget required to have good impact in advertising scale up as it happened with adwords, not with facebook too.

    Cause the big companies always bid more, with less specific focus on the final customer and more for brand awareness.

    That leads to less revenue in adsense and the shifting of marketers, who are in an ideal world early adopters, to new markets like native ads, platform like zeropark, outbrain, taboola, etc.
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  • Personalised can be more sophisticated. Perhaps we're looking at this the wrong way.

    David.
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  • Just my point David. Most advertisers are, for lack of better term, not sophisticated enough. Granted, most are small businesses and 1) few are marketing geniuses, 2) may not have the time to become so, 3) have no inclination to become so. The result are campaigns not achieving their full potential and advertisers not taking full advantage of the tools at their disposal because of 1, 2 and 3.

    You see it in this forum all the time. They try and fail then say Adwords is some sort of scam. But they failed because they did not fully understand the tool and how to use it to their advantage. The viewing public like Kay then wonders what is wrong.
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  • Profile picture of the author DABK
    Set on a presentation from an online marketing company. They were selling SEO and social media management.

    They spoke of retargetting. An awesome tool they have; they made it sound like it was their very own very private tools.

    Asked how it works, they gave a pretty good answer, less any information about how long they retarget a particular user. The thought of placing a time limit had not crossed their mind though they were fully aware how long it takes people to go from start to purchase and pretty knowledgeable all around.
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  • Profile picture of the author Ravinsha Desai
    Pay per click, advertising is one of the most popular methods of digital advertising. If PPC launched strategically, a PPC campaign can yield more website traffic and targeted leads than owned media in a short amount of time.
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