Pay per Click

24% of Search Marketers Are Now Running Responsive Search Ads

Responsive search ads (RSAs) are catching on quickly with search marketers after being introduced less than a year ago.

Marin Software’s Q1 2019 digital marketing benchmark report shows that nearly a quarter (24%) of marketers are utilizing RSAs.

Google introduced RSAs in July 2018, which are ad units that use machine learning to adapt to users’ queries.

At that time the ad units were only available in beta, which makes the adoption rate feel even more significant.

Wesley MacLaggan, SVP of Marketing at Marin Software, states in a press release:

“Up-and-coming ad formats like Shopping Ads, Responsive Search Ads, and Messenger Ads rose in popularity this quarter as advertisers looked for ways to capture consumer attention in this evolving digital landscape.”

Here are some other key takeaways from the report.

Q1 2019 Digital Marketing Benchmark Report

Other notable statistics from the report include:

  • There was a 6% decrease in CPCs YoY across all verticals worldwide
  • The CPC decrease is attributed to low-cost mobile ads consuming a larger piece of the pie.
  • Messenger had the highest CPC of all Facebook-owned inventory.
  • Instagram ads now command 20% of total Facebook spend
  • 34% of Instagram ads sold were Stories ads
  • 22% of advertisers are running Google Shopping Ads
  • On average, 39% of search budgets are dedicated to Google Shopping Ads
  • Mobile accounted for 43% of spend share across all verticals

The latest report from Marin Software was created using aggregated data from customers who invest billions of dollars in combined annualized ad spend on paid search, social, mobile, and eCommerce.

For even more data, see the full report here.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

24% of Search Marketers Are Now Running Responsive Search Ads How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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