Category: Network News

Updates from Affiliate Networks

Google’s Responsive Search Ads Now Default Ad Type

Google recently announced that they have made their Responsive Search Ads the default ad type for all advertisers. This marks a continued emphasis on automated, machine-learning advertising for the tech giant. 

Lets dig a little deeper into Responsive Search Ads and why this decision was made.

Responsive Search Ads Refresh

Launched nearly three years ago, Responsive Search Ads have changed the way Google’s search ads are structured and served. 

Traditionally, ad assets like headlines and body copy would be fixed to each other. You could launch multiple ads each with specific assets and then Google would help you track their performance. You could then select an optimization option so that Google would give preference to your best performing ads. 

Responsive Search Ads expand on that idea by offering greater automation and the ability to rearrange individual assets. 

Each headline you create is tested in combination with each description. Google’s technology then identifies which combinations perform best.

They’re a great option because:

  1. You save time by not having to do extensive A/B testing to determine what ad copy combos work best. 
  2. Your audience is more likely to be served an ad that best suits them. 

The following image illustrates Google’s optimization: 

Why the Change?

The reason for Google making Responsive Search Ads the new default ad type is simple: They perform better than standard search ads. Therefore, it’s understandable that the company wants its advertisers using its most effective option.

Google provided additional reasoning for the change within their announcement: 

“Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions.”

– Google

Other statistics provide further evidence that they indeed perform better, with one study showing that click-through rates alone improving 5-15% over regular search ads.

What does this mean?

If you’re already using Google ads, Responsive Search Ads becoming the default ad type won’t really affect you. You can still choose to launch standard search ads. 

However, this does show that Google is continuing to place more importance on advertising that learns from itself. It’s likely that this is a trend that will only continue to evolve over time, providing advertisers with less guessing and better performance.

If you use Google ads as a form of search traffic but have yet to try Responsive Search Ads, we highly recommend you do so. Just ensure that each headline and description make sense with each other. By doing so, you ensure each combination Google is testing has potential to be your top performer.

The post Google’s Responsive Search Ads Now Default Ad Type appeared first on MaxBounty Blog.

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Growth and resilience: Awin Report 2021 examines how affiliate industry is fueling surge in ecommerce sales

During a tumultuous year businesses sought solace in the adaptability and creativity of the affiliate channel. This year’s Awin Report chronicles that story.

The year 2020 will be forever remembered as the start of a decade that ignited and inspired change.  

When the pandemic hit and forced physical stores to shut, businesses were confronted by the most hostile trading conditions they had ever experienced. More than ever, affiliate and partner marketing supported companies as they struggled to adapt to a unique set of circumstances. 

Tracking $19b in revenue around the globe in 2020, Awin delivered income for our partners as we adapted to rapidly changing consumer habits.

So how did our global network of brands and affiliate partners drive 6b clicks and 220m ecommerce sales in 2020?

Alongside an in-depth review of 2020, the fifth edition of our definitive global guide to affiliate and partner marketing – the Awin Report – discusses the present state and future potential of a thriving industry by highlighting key insights, trends and developments identified by some of martech’s brightest contributors and thought leaders. And in a move mirroring the world’s own increased migration to digital, for the first time the Awin Report is available in an interactive, online-only hub, making these invaluable insights more accessible than ever. 

Here’s some of what you’ll find in the new Awin Report: 

  • A recap of digital marketing during 2020 that demonstrated the importance of closing the digital and physical silo, priming 2021 for generating new revenue streams. 
  • Analyses of how the 12 markets in which Awin operates fared during 2020, accompanied by perspectives from local partners, case studies, and audio interviews with regional experts. 
  • Inspiration for small businesses venturing into affiliate marketing for the first time, offering resources on how  partnerships are shaping future growth for startups and SMEs.
  • An exploration of  what the ‘new normal’ looks like in our industry and its significance for publishers, agencies and brands alike from channel thought leaders.
  • Success stories demonstrating why the great pivot of 2020 ended on a high note for our partners, from examining an innovative campaign in Eastern Europe between Vogue Polska and ‘Shoppable Content’ technology ViSenze to drive more sales without disrupting the reader experience, to discovering how US retailer LA Apparel was able to successfully launch its inaugural affiliate program at the height of the coronavirus pandemic.
  • Insight on the open ecosystem of technology and partnership opportunities Awin is building for clients, and how we’re applying this to drive lucrative and long-term partnerships to every part of the business world.
  • A spotlight on the advantages of app tracking, the size of the untapped opportunities here for marketers, and why it will be a must-have for success in the affiliate channel moving forward. 

We hope the Awin Report 2021 inspires, guides and challenges your own digital marketing activity for the next 12 months and beyond. 

Visit the Awin Report 2021 Hub here.  

How did affiliate marketing help you navigate 2020, and what do you expect the industry to contribute to ecommerce in the next 12 months? Join the conversation by sharing your thoughts and favorite #AwinReport insights on social. 

The post Growth and resilience: Awin Report 2021 examines how affiliate industry is fueling surge in ecommerce sales appeared first on ShareASale Blog.

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