Tag Archives: audience

The AdSense Guide to Audience Engagement is Now Available in More Languages!

Thank you for your feedback on our recently launched The AdSense Guide to Audience Engagement and letting us know how it has helped you grow your online business. Now you can download the guide in 2 additional languages: Portuguese and Spanish.

Download the guide today, and like thousands of other AdSense publishers, learn how to engage with your users like never before. The guide contains useful advice and best practices that will help you drive engagement on your site, including:
  1. Tips to help your audience become familiar with your brand 
  2. Best practices to design delightful user journeys 
  3. Ideas on how to develop content that resonates with your audience 
  4. Ways to make your content easy to consume 
  5. Reasons why you should share the love with other sites by referring to good sources.
Ready? Download your free copy of the #AdSenseGuide now in any of the following languages:


Enjoy the guide and we’d love to hear your feedback on Google+ and Twitter using #AdSenseGuide.

Posted by: Jay Castro from the AdSense team

Source: Inside AdSense


4 steps to build a strong brand experience

Exposing your audience to a rock solid brand leaves a lasting impression on your site’s visitors, and helps separate you from your competitors. To establish brand consistency across multiple touch points, it’s important to create and stick to guidelines unique to your brand.

Building a strong brand experience comes down to four things:



1. Find your voice



A brand’s voice means more than just the tone you use in your content and communications. It also applies to style, colors, and graphics. Is your brand bubbly, bright, and fun? Or is it straight to the point with clean lines and a matter-of-fact tone? Often times, the type of product or services you're selling as well as your company philosophy can help you determine an appropriate tone. There’s no secret for determining what an audience will respond best to, as all styles can be effective in their own way. So choose what works for you and your creative vision.



2. Be consistent



Once you’ve laid the groundwork for what defines your brand, it’s important to stick to these principles. This applies to your website, emails, social media posts, and any other place users come into contact with your brand. Taking the time to stick to an easy to read font, finding a color scheme that draws the eye and guides your readers, or having consistent verbiage can do wonders to further cement your brand’s presence and make it memorable.




3. Know your audience



While it’s important to decide what your brand is, it’s also important to know your audience, their interests, and how they prefer to communicate. For example, if you’re targeting busy, high-level decision makers, they may prefer something short and sweet—perhaps bullet points are the way to go. If you’re targeting creative individuals, it may be worth investing in a personalized logo and site. Highly visual assets such as videos would also be a great way to go. The more you know and cater to your intended audience, the more successful your brand will be.


To understand your users’ interests, use Google Analytics to view your bounce rates, time on pages, and pageviews—three indicators of user engagement. Understand where you stand in comparison to other sites and, if needed, improve on these rates by creating a stronger connection between your site and your audience, i.e. creating content relevant to your audience’s interests.



4. Prove your Worth



Having a particular value that you provide to your customers (not to be mistaken for price) can help separate your brand from competitors. For instance, what do you provide to your customers that is different or special? This can include everything from innovative products to great customer service and can also be an emotional value (think Kleenex being associated with comfort and support). Just make sure to deliver on any and all promises made on your site.

To learn more about how to develop your user experience, check out the AdSense Guide to Audience Engagement.





Posted by Jay Castro
From the AdSense team
@jayciro

Source: Inside AdSense


[eBook] Learn how to increase audience engagement

Did you know that roughly 61% of users abandon a site if they don't find what they’re looking for right away?1 As hard as you work to get visitors to your site, you have to work even harder to keep them there.


Unfortunately, there isn’t a clever hack to keeping your users engaged. However, if you understand the intent of your users and provide unique content that’s relevant to their interests, you’ll be on your way to increasing engagement on your site.


Download our guide to audience engagement to learn more about best practices and tips to drive better results for both your users and business. Get your free copy today.



We’d love to hear your feedback on how this guide, connect with us on  Google+ and Twitter using #AdSenseGuide.




Posted by Jay Castro
from the AdSense team




1) Think with Google, What users want from mobile sites

Source: Inside AdSense


[New Resource] Download the AdSense Guide to Audience Engagement


Research shows that “29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs.”

In a world where people are making split decisions about what to consume, it’s increasingly challenging but critical for publishers to figure out how to effectively engage their audiences on their sites. To help lay the foundation to a winning engagement strategy, we’ve created the AdSense Guide to Audience Engagement.

This guide help you drive toward your goals for growing your site – from defining your brand voice to tips to make your site’s content easy to consume. Don’t waste another moment developing web pages that leave you with little opportunity to engage with your audience. Download the AdSense Guide to Audience Engagement here.

In this guide, you’ll learn:

  • How to help your audience become familiar with your brand
  • Best practices to design delightful user journeys
  • How to develop content that resonates with your audience
  • Ways to make your content easy to consume
  • Why you should share the love with other sites by referring to good sources



Check out the guide and share your feedback with us on Google+ and Twitter using #AdSenseGuide. We’d love to hear what you think. 




Posted by Jay Castro
Content Marketing

Source: Inside AdSense


Audience Insights Series: A framework for success

This is our final post in a series exploring the value of audience insights in search marketing. Over the past few weeks, we heard from experts and leaders in the industry on the opportunity, predictions, and insights on the topic. With our final post today, we would like to explore the path to success when applying audience insights in your own campaigns.


Additional insights about your audience, such as location, time of day, and how they’ve engaged with you in the past, can help you better understand the intent of your audience so you can serve the most relevant message.

But more information can also mean more complexity. So to help you effectively navigate and leverage audience insights in your campaigns, we’ve developed a 3-step framework for success: Gather, Target, Engage. The infographic below captures the steps in more detail, along with case studies of advertisers who have applied them to their campaigns.

Click here to download the infographic
1. Gather insights that matter: This step is about identifying relevant signals to leverage in your campaigns, which is essential for developing insights on who the audience is, what context they are in, as well as what their interests may be. Here are some examples of the types of signals you can identify:

Who: The user’s relationship with you, including whether they have previously visited your site or made a purchase
What: Time, location and device used
Interests: Interests in specific categories based on consumed content

2. Target based on discovered insights: The next step is to combine these signals, and based on them, create segments you can target. Below are examples of segments you can create if you were selling laptops:


“Close to store”, based on device and location signals.
“Android users” may be more inclined to purchase a Chromebook.
“Interested in bags”: If a user has bought a laptop through your website, he might now need a laptop case rather than a laptop.


3. Engage your audience with a tailored ad: This final step is about delivering your audience a tailored message. Messaging can be optimized for each segment with A/B testing. By measuring results post-engagement, you can reassess if there are new signals to gather, ultimately coming back to the first step in the cycle.


Advertiser success with Audience-driven planning
Specsavers is a good example of an advertiser who applied this framework, matching their ad copy with location-specific segments. The strategy helped drive a 189% increase in their key metric - conversions. To find out more, you can see other case studies in the infographic or explore previous posts in our series. You can also hear about upcoming developments in your inbox, by signing up for our newsletter.

    Audience Insights Series: Getting started

    Over the past couple of weeks, we heard from experts and leaders in the industry on the opportunity of applying audience insights to their search marketing efforts, and predictions on how this trend will impact the industry moving forward.


    This week, we’re diving deeper and sharing best practices and first steps advertisers can take to make the most of the audience opportunity.


    When we sat down with Ben Wood from iProspect, Khurram Hamid of GlaxoSmithKline and Steve Chester from the IAB UK, we heard a resounding message: Don’t hesitate, start today. The sooner advertisers start testing and experimenting with applying audience targeting in their search campaigns, the sooner they’ll tap into valuable insights  to tailor their campaigns for their audience.

    As one expert said, “Today, because it’s nascent, it’s those brands right at the cutting edge that are really leaning into this... but in 6 month’s time, in 12 month’s time.. this isn’t something you can’t be doing.” 

    And as a first step, we heard how investing in a data management strategy is key. Watch the video for more:


    This will be our last post featuring perspectives from industry leaders, but the journey doesn’t stop here. With our next post in the series, we’ll explore specifics around how advertisers can approach planning their search marketing strategy with a focus on leveraging audience insights. Stay tuned!

    Audience Insights Series: What the future holds

    This is the second post in our series to explore the convergence of audience data and search marketing. In our last post, we heard from industry leaders on the opportunity and how audience data helps them  deliver even more relevant and resonant messages.

    This week, we explore what the future holds.  iProspect’s Ben Wood, Havas Media’s Paul Frampton and the IAB’s Steve Chester share perspectives on the continued convergence of audience data and search marketing, implications for digital marketing teams and how they work together, as well as how audience data in search will help bridge the gap between branding and direct response.  






    Look for our next post in the series, where we will explore best practices for advertisers who are looking to embrace audience data as part of their search marketing efforts.

    Audience Insights Series: What is the opportunity?

    As part of our series exploring the value of audience signals in search marketing, we went behind the scenes at leading agencies and marketers and asked industry experts to share their views on what the opportunity is.


    Here’s what we heard: According to these industry leaders, audience insights enable advertisers to go beyond simple keywords and use other signals to inform their search marketing. They can make smarter bidding decisions, but more than that, advertisers can improve the message  they’re presenting   to their audience, making their  search ads even more relevant and compelling. And of course, as search strategies become sharper, ads perform better.

    To see the latest from the front lines, watch our video featuring Martin McNulty of Forward3D, Ben Wood from iProspect, Paul Frampton of Havas Media, Steve Chester from the Internet Advertising Bureau and Khurram Hamid from GlaxoSmithKline.

    Hope you enjoy the video above; we will continue the series next week with our next post focusing on getting our partner’s views on how audience signals may impact search marketing in the future.