• Siva

    Google is able to force advertisers to adapt to new changes for it has large search market share. Even with all changes to its ad platform, Microsoft needs to have sufficient search market share to see shift.

  • Adrian Huth

    perfectly said, Google jumped the shark with advertisers on this one.

  • Matt Van Wagner

    yes, agreed. Google is effectively leveraging its large market advantage, but 20-25% additional clicks and conversions at a 20% discount off Google market prices is nothing to sneeze at.

  • Matt Van Wagner

    Thanks for your comments, Gayle. Microsoft’s pace of change, particularly on import from AdWords, is impressive. Have you seen the new keyword graphs, yet? Very clever reporting enhancement that helps drill in and isolate performance hotspots – good and bad.

  • Matt Van Wagner

    Thanks, Andrew. As always, a reasoned response, though I am surprised at the strong negative sentiment towards Microsoft products as a whole.

    Just as I know you aren’t just being a Google apologist, as some other industry pundits have clearly been, I’m not here to be a Microsoft apologist, either.

    Both megaliths have had high profile failures, missteps and run-ins with regulators because of aggressive behavior. Sucky products? Pull backs? Microsoft may have missed the window to counter Google’s free offering of analytics, but it wasn’t pure altruism on Google’s part to offer it free-of-charge. Certainly Google is no innocent here, thinking back to product listings, reader, orKut (!), AdWords for radio and print and so on and so forth. Microsoft and Google have both been successful companies, world-changers really, but along each has had and will continue to have, clunkers.

    At the end of the day, however, the simple economics are these. Enhanced Campaigns have changed the economics of advertising on Google. They can deny it all they like, the data are suggesting otherwise. As Google’s marketplace becomes more expensive, other forms of advertising become more attractive.

    And, really, Andrew, why your clients laugh you out of the room when you propose to increase sales and profits by shifting some ad spend to Bing Ads? Your clients must be nuts. They should be kissing you and sending you fruit baskets.

    Sure Google is making changes to Enhanced Campaigns. They have to, and they should. Advertisers are screaming bloody murder about higher costs, loss of control on devices, operating systems and so forth and are looking to spend elsewhere where they can be more profitable.

    Bing Ads is one of those places.

    I’d be more thankful if Google, Instead of calling something enhanced when it’s clearly not, using version numbers, ( v9.2, 9.3) instead of using bulls**** modifiers like “enhanced’ to put earrings on a sow’s ear.

  • Jordan McClements

    Unfortunately, in the UK it is more like 10% of additional clicks.
    But I agree wholeheartedly that at the moment, MS is kicking Google’s ass all over the place with regard to customer support and customer relations.

  • Matt Van Wagner

    Thanks, Jordan. Tougher to move the needle with only 10% of share.

  • Larry Kim

    not trying to diminish or dismiss any of the issues here but thought i’d just add that I’m seeing fantastic results from my SMB clients – the vast majority of them didn’t have mobile strategies in place before because it was too complicated for them previously.

  • Matt Van Wagner

    Thank you, Larry. Glad to hear of your success. You been a strong advocate for enhanced campaigns since the minute they launched. Are you saying that since Feb, the majority of your SMB clients have implemented mobile strategies? That’s impressive.

  • Matt Van Wagner

    Fair enough.

    The relative conversion data I’ve mentioned is real data from our accounts – can’t speak to other claims floating around in the wild.

    So, your approach is to focus intently on Google’s offerings where you know you can keep finding more conversions at or below your target CPAs by leveraging your deep Google expertise and infrastructure. That makes a lot of sense, because there are few, if any, with deeper Google expertise than you and your team at Page Zero.

    Southwest Airlines take a similar approach with it’s fleet. They only buy and fly Boeing 737s. What they miss out by adding other aircraft, they make up in operating efficiencies. It’s a great strategy.

    Now, I am not going to argue the point that Google’s got many more features, bells & whistles available. They do.

    However, I will disagree with you on the point of cross-regional simplification. I’ve always thought that Microsoft’s solution to geographical targeting was (and remains) the superior one – allow Geo-targeting at the ad group OR campaign level. And since time-zones on Bing are based on where the ad is presented, it eliminated the time-zone games we’ve had to play on Google.

    If Google had followed Bing’s lead on these, AdWords accounts would not have grown so bloated, and we might have precluded this disruptive do-it-now-or-else architectural re-alignment.

  • Garen

    Bing Ad’s are up 20% in paid search volume since the new SERP redesign and now make up 50% of AdWords click share. The shift is already happening.

    Conversion rates and CPA’s are roughly on par on Bing’s O&O network. Their partner network however is still behind the curve and I would highly suggest breaking out these two sources and adjust your CPC’s.

  • Matt Van Wagner

    Interesting observation, Garen, thanks for sharing. is this your own results, or across a number of different accounts/campaigns.

    Agreed 100% on the partner network.

  • Larry Kim

    excerpt from today’s google earnings call:

    Paid Clicks – Aggregate paid clicks, which include
    clicks related to ads served on Google sites and the sites of our Network
    members, increased approximately 23% over the second quarter of 2012 and
    increased approximately 4% over the first quarter of 2013.

    Cost-Per-Click – Average cost-per-click, which includes
    clicks related to ads served on Google sites and the sites of our Network
    members, decreased approximately 6% over the second quarter of 2012 and
    decreased approximately 2% over the first quarter of 2013.

    (yes – CPC’s have gone down! wow)