How Amazon Will Dominate the World
[kkstarratings] Amazon Prime Day starts today. It is a good time to make an analysis of the strategies that the e-commerce giant is carrying out to gradually eat the cake that, until recently, dominated Google and Facebook. If Amazon's weak point today was its profits, the reality is that in the last two years, they have been more consistent and higher. In fact, compared to the same period of the previous year, they have doubled their net profit during the first quarter of 2019 reaching the not inconsiderable figure of 3.56 billion dollars[1]. Most of these profits come from online sales through its website. Another good percentage is obtained from its platform for third parties to whom it charges a fee plus a percentage of sales. The reality is that in recent times Amazon is diversifying and obtaining revenue through new channels. One of them is Amazon Web Services, which has allowed it to become a leader in cloud computing services and already accounts for half of Amazon's profits[2]. With the exception of China, where Alibaba is the marketplace of reference, Amazon's penetration rate continues to grow worldwide[3]. Given this data, it makes sense that Amazon is trying to monetize its dominant position even more. It is from here that Amazon is starting to claim its share of the pie from Google and Facebook. That's why Amazon is boosting advertising within its own platform. As of today Amazon Ads only accounts for 4.3 % of Amazon's revenue. However, by 2020 it will account for 10% of the advertising pie previously shared between Google and Facebook. Facebook officially recognizes Amazon as a threat. In fact, Facebook has officially recognized Amazon's advertising business as a threat[4]. In the last quarter of the year, Amazon increased its advertising revenue by 95% over the previous year. Not surprisingly, Amazon is already ahead of Apple as the company with the highest brand value. For its part, Google, faced with the unstoppable threat, has decided to take a step forward in its expansion strategy and has begun to compete directly with Amazon. In France, for example, Google has turned Google Shopping into a marketplace[5]. It seems foreseeable that Google will expand the model to the rest of the markets in an attempt to slow down Jeff Bezos' company. Considering that Bezos is building his own airports, it seems that Amazon's world domination is just around the corner. ------------------- [1] https://www.expansion.com/economia-digital/companias/2019/04/25/5cc218f6268e3ea92b8b45aa.html [2] https://www.muycanal.com/2019/04/26/amazon-crecimiento-beneficio [3] https://es.statista.com/grafico/18609/uso-de-amazon-por-paises/ [4] https://www.businessinsider.es/facebook-listed-amazon-competitor-for-first-time-2019-1?r=US&IR=T [5] https://ecommercenews.eu/googles-new-marketplace-to-compete-with-amazon-in-france/ [5] https://ecommercenews.eu/googles-new-marketplace-to-compete-with-amazon-in-france/
Policy Manager, the latest news in Google Ads
[kkstarratings] Who said that managing Google Ads campaigns was boring? ? For starters, Google Policies are going to be your best friend if you want your campaigns to be successful (besides being able to be activated). Trademark content, legal requirements, certificate needed in your country, landing page that doesn't work or editorial requirements are some of the most common messages you may have encountered... Google is aware of the need to bring these policies closer to the moment of ad creation. In April 2019 comes the latest addition to Google Ads: a Policy Manager. This way, you will be able to be aware of the restrictions of your ad regarding the policies for advertisers on the platform. ► How does the Policy Manager work? The Policy Manager in Google Ads aims to centralize all information about policy monitoring and restrictions on your ads, keywords and extensions. Since last year we can already see additional information about ad rejection, as shown in the image below. Google's intention is to continue to improve this functionality of the new interface. However, the detection of violations can be detected from the ad creation itself. Google provides real-time alerts to make changes immediately and also allows you to request exceptions or revisions on your ads. ► Additional information and reviews. It is often common that you want to claim the rejection of your ad. How to request such a review? Now a couple of clicks will be enough to do it from the same interface in Google Ads. From this spring onwards, you will be able to submit claims to review ads and also track their status. It is expected that Google will continue to add features to this tool, such as review history. Do you think this tool makes it easier to create and correct ads? Will it improve the quality of your Google Ads accounts? Let us know what you think in the comments! ? ► Other related articles... Errors in Merchant Center
Google Adwords Goals and New Features 4th Quarter
In Geotelecom we love to be up to date. For this reason today we bring you betas and news in Google AdWords for this fourth quarter. We can advance that from now on, any new feature that Google develops for AdWords, must be managed from the new interface (AdWords beta). Let's go with the new features: 1- Changes in the Display campaigns oriented to Gmail: As we well know, when we created Display campaigns and selected the keywords we wanted to use as targeting for Gmail, these were tracked in users' emails, allowing us to impact them with the ads we had created. It may not be active until the end of the fourth quarter, but Google stops tracking keywords in Gmail users' emails. In exchange we can use strategies such as remarketing, interests and any segmentation available in the Display network campaigns. 2- CPA (Cost Per Acquisition) oriented Display Campaigns: They have been launched very recently and the results in the USA have been very positive. These Display campaigns allow us to set the cost that will have for us to make a conversion. Remember that this type of campaigns can only be created from the new Adwords interface. We must bear in mind that, as of today, this type of campaign is the only one that is using Google Machine Learning, which is becoming more advanced every day. 3- Promotion Extensions: With these new extensions, as their name suggests, we will be able to add promotions to the ad, such as discounts (monetary or percentage), coupons, etc. To make this extension even more powerful, they will allow us to choose certain occasions of the year such as Valentine's Day, Father's Day, Halloween, Cyber Monday or Black Friday, among others. By adding any of the occasions offered by Google, our promotion extension will be displayed as follows: 4- YouTube True View for Action: "True View For Action" will be a new option provided by YouTube campaigns, which will allow us to introduce calls to action at the end of the video we choose, which in turn will allow us to direct the user to the URL we want. It will also be possible to download APPs, along with other functionalities. 5- YouTube Store Locations: We return to YouTube, and this channel is becoming even more important. With the Store Locations option we can enter a location extension in YouTube of our nearest physical store. In this way, we can direct users who have shown interest in a similar product or service to our business. The essential requirements are: Video related to our product or service to show the location of our nearest store. At least 30 store listings in Google My Businesses. 6- Modifications in the daily budgets: For those of us who usually manage AdWords, we are not new to it, but as it already did with the Enhanced CPC, Google has established that the daily budget of a campaign can be doubled in one day. According to what they tell us, this will not affect the monthly total that we have established, since it will be readjusted throughout the month. 7- Live Events Live Events for Display and Youtube campaigns will allow us to target our campaigns to users who are close to important dates such as: Weddings Graduations Moving Soon they will also include new segmentations to target our campaigns, such as the birth of the First Child. It is recommended that Live Events be used in conjunction with other types of targeting to achieve better results. 8- Landing Pages: Within the new AdWords interface we can find a new section called landing pages. This new tool will allow us to do A/B testing of any page of the web. This way we will be able to compare, if we show different landing pages for the same product (for example) to see which one works better and which one we should redesign. As we all know, the world of digital marketing changes daily, and these are the main new features we have compiled. Have you already tried any of these new features? Do you know of any other new features in AdWords? Leave us your comments here. Geotelecom, always up to date.
