This blog is a modest small-tier blog. It does not get too much traffic (much to my chagrin) and therefore expecting the blog to monetize is too much. However, I have steadily written my thoughts and opinions on this … for the past 7-8 years now.
Looking at such a long time range allows me to study how blogging and blog monhersetization has changed over the years. Especially now with mobile form factors being the main devices that users tend to consume content with.
As someone who has been in the area of Digital marketing for the past few years (close to a decade now), it’s interesting to note and see how it has evolved. Right from the open market economics that AdWords grew upon to the game theory dynamics of Search Engine Optimisation, the way the entire industry has been changing is fascinating.
This article on English Tax and building for the next billion Indian users by Sajith Pai makes you stop and think. At this point, all the marketers and brands are busy selling to that sliver of audience who are online and are english speaking, affluent, willing to whip out their credit cards and make a purchase.
The next Billion
However, there is a larger audience out here, 10 times as much. A billion people, who may not be comfortable with English, who may not have approved credit cards and credit lines … but who are online.
Thanks to the launch of Jio, you now have an audience who may not be affluent, but who are there online. The same audience is being targeted by brands in a language that is not native to them.
What is the English Tax? It’s the overhead that a user has to go over to understand what is being said. English is not my mother tongue, however after just under 4 decades of being subjected to both formal and informal education, I have started to think of English as my primary language.
However, that may not be the case of the next Billion. They may not even understand English, and thanks to Google or Apple, they would still be able to browse the web online without even typing a single English letter!
To top it all off, this audience is not being targeted online, not because they do not have a foot print, but because they do not understand the language in which they are being targeted.
This is bad.
Not only would they need re-phrasing of communications, but also a lot of mis-selling and mis-communications would be currently done to them.
Responsibility in Media
Yeah, this section is a joke! However, as digital platforms evolve, can the major players like GAFA take a much more responsible stand on exposing the India2 to the internet?
It’s not as if something is wrong with them. Please note, I am not saying that. However the internet which is most relevant for India2 is in the making and a lot of players are just ignoring this huge blue ocean that needs to be made.
There are content oriented players like BhaDiPa (Bharatiya Digital Party) and TVF (The Viral Fever) who are making content in regional languages, pretty sure there are many more as well. However, one look at the keyword search volumes in Hindi and Marathi, and I know that we have still miles to go.
This audience for instance may not be doing a lot of searches, however, they definitely are there on Facebook, on WhatsApp, etc.
What can we do to engage as brands and marketers with this audience?
One step is always to speak the same language. I always loved the devnagri script, it just looks graceful when in comparison to the English script. Call me biased. However, as a marketer I would love to see some really good creatives, copy and content being pushed out there in regional formats.
I have seen this being done by some organisations, and just going by their data consumption numbers makes one re-think the language in which they are publishing! Similarly, the concepts of marketing wont change, but since the language is changing, so would therefore the format and forms. Just taking a Facebook update and translating it to Marathi won’t do. It has to be not just re-phrased but even re-thought … some of the memes and mental models that one language/culture has may pretty much ensure that the whole line of messaging be irrelevant.
I think as an industry based in a country that’s slowly emerging online, we are barely scratching the surface on these things.
One of the major shifts in online advertising that I have observed recently is the rampant use of re-marketing campaigns of late.
What are remarketing campaigns?
I like to think of remarketing campaigns in the form of a popular ad campaign that Vodafone (then Hutch) ran in India.
This brilliant ad campaign that was run in India talks about how the network follows the user and ensures that the telephone network is always available to the end customer. Keep in mind those were the days when network connectivity was a major issue.
Re-marketing campaigns are very similar, instead of the network, its the ad network that follows and ensures that the user is targetting off different websites who are running ad inventory.
If done right, remarketing campaigns can be seen as a serendipitous, even.
For example, let’s say if I went to a Flipkart or Amazon to purchase a particular product, and then I added the product to my cart, because of that particular action, I could be included in a Remarketing audience, and this audience is then shown an ad across different Display Networks. One of the most popular display networks out there is the Google Display Network (GDN).
However, this is not the only display network, there are multiple networks out there who can provide the same facility to the marketer.
It’s all about the spends for Display Networks
Now, you have to realize that for all Display networks and even for Social Media sites, the primary revenue model is advertising. That means, they want to grab more and more wallet share of the brand. A few years back, Google was ruling the roost in India, however, Facebook is now giving Google AdWords a run for its money.
Therefore, whenever a new feature is available on one network, the other ad networks simply duplicate the feature. Did you know that at present if you wanted to run Remarketing campaigns you could do so Facebook, Google, LinkedIn, Twitter, Instagram and YouTube? The list goes on, and the ability to create Custom Audiences and Lookalike audiences is also available across all channels.
Simply put, all the old and new marketing networks out there are willing to provide the features that marketers need in order to target (and re-target) their customers.
So where does that leave us?
Over zealous re-marketing
It leaves us with a whole bunch of over zealous marketers who want to get in front of the user and keep bombarding him/her with their offers. No matter what.
Take this case, I recently visited a website that was being promoted by a known agency. I was doing a routine check of their tag implementation. Satisfied that most of the obvious issues were taken care of, I left the site. Notice, there was no purchase intent.
Now, everywhere I go, I am being bombarded with impressions of this site. On Instagram, on Facebook, on GDN. Cute, but am I going to click on the ad? Not really. Are these impressions wasted? Yes, on me, they are.
I never intended to buy!
Is such a bombarding of the user the only mechanism to deliver results?
So what can be done to make remarketing more effective?
As a marketer who is in charge of running these remarketing campaigns, there are a couple of things that you could immediately do to reduce the spends and therefore increase the efficacy of your campaigns.
Put a frequency cap on each of your creatives. If I am not going to click on your ad the last 20 times, theres a snowflake’s chance in hell that I will click on the ad the 21st time!
Create remarketing campaigns based on user actions on the site, and not just a blatant site visit. If I have done certain things on the site that indicates my intent e.g start filling a form, downloaded a brochure, done an add to cart, etc, then it makes sense for me to be included in the respective remarketing list.
Exclude the users who have already converted from your remarketing lists. If you do not do this, then the ads would also be shown to users who have already converted. Thereby wasting a lot of impressions. If you don’t do this, then its just plain lazy.
Plan your remarketing campaigns on paper first before, think through the entire process and then kick-off the campaigns. Most of the time, remarketing campaigns are launched after the firsst set of campaigns, since you need visitors to be included in your remarketing lists. That means, you have time to plan and think through. Don’t waste that time.
If after all this, your remarketing campaigns still don’t deliver results, do let me know!
After thought on Remarketing campaigns
In the day and age where individuals online are slow to wake up to concept of online privacy, we as marketers often don’t realize that remarketing campaigns being done to death can turn a meeting of chance into oh-my-god-the-brand-is-stalking-me kind of feeling.
The next time you are thinking of remarketing, do tone it down a bit please.
Google AdSense has been around for more than a decade and a half now, this along with DoubleClick for Publishers allows website owners to monetize their traffic.
One of the key challenges in this was to figure out the optimum ad placements without impacting readability and user experience of the site. This trade-off that the publisher had to do was to decide on the different ad slots to create on the web page, and then balance that with the Revenue Per Thousand Impressions (RPM) metric that the digital advertising industry is so familiar with.
In order to help publishers out, AdSense had experiments where you could test different ad layouts and figure out the best layout to monetize the site.
So what has changed now?
This is the applications of artificial intelligence which gives programs the ability to discover new rules and learn from experience without additional programming. So that means, for newbie publishers instead of having to figure out by themselves what ad formats work and what ad placements work for them, you can apply machine learning and let the platform learn on its own.
What that means, is that the publisher is now free to focus on content, and let the AdSense platform figure out the best way to monetize that content on the ad network.
With every new feature, comes a series of disclaimers. Machine Learning requires a lot of data to get things right. If you are a small site such as this blog, then it will take a long time for AdSense to optimally figure out the right ad formats and the proper ad placements.
Having said that, here’s a very simple way using which you can get started with Auto Ads in AdSense.
Setting up Auto Ads
In your AdSense console, in the Ads section you will now find a Auto ads menu item. Click on this, and get started with the setup wizard that’s present there. If you want to know how to embed the Auto ads code in your site, Google also has a helpful support article here.
That’s it! Once the code is setup in your website, you choose the formats you want to add (I chose everything) and let it run.
So far, the results haven’t been that great. However, time will tell if applying machine learning gives great benefits for the publisher.
What benefits should one look at?
Ultimately, it boils down to increasing the aggregate Revenues per thousand impressions metric (RPM). That’s what I’d look at, I would also look at the Click through Rates (CTRs) to go up.
This has been coming for quite some time. Google Webmaster is slowly rolling out an update to the Search Console. The new search console is a much cleaner interface with most of the reports and insights hidden under multiple layers.
The new Search Console dashboard is much more simpler now, with just three reports that you can view –
Performance – How your site is performing in the search results. This is similar to the Search Analytics report.
Index Coverage – How your site has been indexed and what errors does the search engine detect on the site
AMP – Information about the Accelerated Mobile Pages and how Google detects AMP on your site
The good things
Straight off the cuff, this tool provides just the right information to the user. It forces the user to engage with the reports available, and provides interesting insights that were not available before.
Take a look at this new report which tells me the impact on Search Impressions when I decided to mark 75 odd pages on noindex.
Overall, most reports even if being the same are now much more easier to understand and interpret.
Another example is the Performance report with the Pages section selected. This feature was available in the older interface as well, but now the data is much more clear and this tells me which pages should I work on to improve my CTRs.
The bad things
There are more things yet to come, and this is not a complete experience yet. I cannot only rely on the new interface. Some reports simply haven’t been incorporated into the new Search Console yet.
Reports on Structured Data is completely missing. The diagnostic set of tools and the crawl request tools are not included in the tool.
The update to the search console is welcome and I for one am glad that a much more cleaner interface is made available.
In early 2016, Google launched Accelerated Mobile Pages (AMP) for publishers who wanted to have their content loaded in a flash on mobile devices at a much faster rate.
At the point of writing this article, 65% of all traffic in Asia (and this is higher for developer countries) is on the mobile. A bulk of these users are on mobile data networks which may not be as fast as a steady broadband connection.
What Google did therefore was to launch a series of initiatives, Weblight and now AMP that would help the search engine load the publisher’s content faster for the user.
Google is focusing on the user
The rationale that Google gave to publishers was that it focused on the user’s experience. If a user is doing a Google search on a choppy data connection, the search results might be presented in the blink of an eye, however, because the publisher’s site was taking too long to load, the user would get a bad experience … or worse, the user would say that Google is too slow!
With Google Weblight, what the organization did was to load the content on an interim site (which was Weblight) and display the content there. This created two problems –
Publishers lost traffic, and Ad Revenues
Publishers lost control on the format of their content and their style guides
Both reasons were strong enough for a lot of publishers to stay away from Weblight.
AMP gets introduced in the mix
To give some control of the content formats back to the user and also to incorporate both analytics and ad scripts into the publisher’s content, Google created another mark-up language. This is AMP.
AMP allows the publisher to present the content on their own site, in a style that’s acceptable to the publisher. It may not have too much flexibility, but at least the publisher is free to design that style instead of the Weblight approach.
This may not be an ideal situation, but atleast it ensures that users are shown the content they are search for the fastest.
Have people embraced AMP?
Well, it’s a bit hazy there. For those of us who were on existing Content Management Systems (CMS) such as WordPress or Joomla it was much easier to transition. It just meant having to install some plugins and do the configuration.
However, the folks who have made their own web apps and products, they are completely clueless as to how to go about implementing AMP.
The sad part is that a lot of the product developers that I have spoken to, are of the opinion that AMP is just a new thing that “SEO folks” have to do. Add to the mental model of SEO being perceived as a much lower the value chain task – that pretty much means that developers are simply not aware about the benefits of AMP.
What irks me is that people’s individual bias is used to mask their ignorance about how to make their products perform better on search.
As a publisher who has embraced AMP, how does that impact me?
It surprisingly does not help me much with acquiring more traffic. The website is shown a bit differently in the search engine results, and that perhaps is getting me a bit higher click through rates. However, the numbers are not significantly high enough for me to assess based on the data provided.
One major problem with all new initiatives that Google is doing with Search is their stubbornness on keeping things completely opaque.
Not a single publisher is in the loop when it comes to knowing what was the exact payoff of any of the optimization activities they did. It is left for these teams to dig in and figure it out themselves before they are able to attribute the success of this activity. I believe that’s a major deterrent for a lot of product managers to make this choice of embracing AMP.
The web is not Google
I am coming back to this post after 6 months, found this on the internet – the AMP Letter. This is pretty much what I wanted to say about how this is shaping up.
In the past 5-6 years or so, a lot of online businesses, especially the ones who are hungry for growth have relied on organic traffic as one of their key sources. Now growth could mean an increase in pure numbers (traffic, sessions, users) … or it could mean an increase in more tangible business parameters (revenues, profits). One of the things that I have learnt is that depending on which success metrics we chase, our own identity undergoes a shift.
Search as a major source of traffic
The major contributors to organic traffic are search and social. Wherever there is a site which has great and unique content by the loads, there is a chance for driving organic traffic.
At different points in time, I have been skeptical about Social Media and me-too posting that most brand pages do on platforms such as Facebook. However, Search for me has always been fascinating and I still have faith in Search :).
SEO can’t be a method
Search Engine Optimization (SEO) has evolved over a period of time and I have blogged about it on multiple occasions. Unfortunately, the number of times the algorithm changes and the rate of evolution of what Google (the market leader in this space) construes as quality content ensures that you can’t have a steady SEO “process”.
Having said that, SEO involves a fair amount of design thinking.
The reason behind this statement is because the problem behind search visibility (and the factors that control that) keep changing. It’s a wicked problem. Design thinking can solve such kind of problems because of its test and iterate mechanism.
Data to drive Design Thinking
This is where having the correct data to decide on next steps is crucial. Having a data driven design thinking approach would entail that there are periodical reviews of what kind of data we have available to make the right choices.
Search data has always been plagued with incomplete information. Starting from the 2011 encrypted search announcement, where a bulk of the data in Google Analytics was being reported as (not set). There have been ample approaches to clarify this data, unfortunately, as Google Search goes more towards handhelds and as digital privacy increases, the percentage of data where there is clear visibility will keep going down.
This can’t be helped. What can be done is take these “anomalies” into account and factor those in while doing your analysis.
So what kind of Data anomalies in Search Console do we expect to find?
Google Support has compiled this list. They keep updating their data reporting logic and keep updating this page as well.
One of the major changes that you can see is that last month, they started reporting more data in Google Webmaster Tools. Please bear in mind that this is just a change in the data that is being reported and not the actual search traffic that is on your site.
The link also explains why there is data disparity between Google Analytics and Google Webmaster Tools and any other third party tool that you could be using to generate keyword data.
So, my data is incomplete, what to do?
Work with the list of data anomalies and identify which ones are impacting you the most. Having visibility on which parts of data are not available to you is also better than not knowing anything and assuming that the data you have is complete.
In iterations, the first comparison is always your previous state. In both cases the data being made available to you is pretty much the same. Hence, a week on week comparison report is much more valuable as opposed to a comparison report with your closest competitor.
As long as the measures of success is on the same tool, the data anomaly should be cancelled out. Please bear in mind that for most of our data work, we do not need precise data but can work with coarse data.
A simple approach to identify this would be – if you work with charts and graphs more, then you can work with coarse data and absorb the anomalies. If you work with more than 4 decimals, then you might want to add 3-4 lines of disclaimer below your data.
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