Connect with us

GOOGLE

A Deep Dive Into Advanced Pivot Tables for PPC

Published

on

a deep dive into advanced pivot tables for ppc

In my previous blog, “How to Pivot Paid Search Data in Excel” I went into great detail about how to perform a pivot table with an example on how to look at that data across multiple channels. Today I am going to dive deeper into how to look at audiences, ad copy, and data over time.

Audience Reporting

The best way to get comfortable with pivot tables is to download data and play with the information. Below is an image of the Audience tab in Google and I downloaded a basic audience report.

google ads audiencesOnce you have the report in Excel, this is a good time to remove and columns you do not want to use in your pivot table to help reduce the number of columns for you to select.

audience-excel-spreadsheetWith the pivot setup, I have the type of audiences selected with basic metrics of impressions, clicks, and conversions to show how the data pull. For this campaign, we are only seeing conversions coming through on our Detailed Demographics.

audience-pivot-setupBy adding another row we can see even more detail about which specific audiences have converted for us.

audience-pivot-setupAfter I have this information, it would be easier for me to see the conversions if they were ranked from the highest conversions to lowest. By selecting the carrot by Row Labels and selecting the Audience field, I can sort by conversions and hit descend. Now my data will sort by conversions for me to quickly see which audiences I should increase by bid modifiers.

pivot-table-sortHere is a close up of how the data looks after our sorting. This client focuses on higher education so increasing our bids for Advanced Degrees and Bachelor’s Degrees makes sense. I can also pull a similar report like this for gender, ages, and income levels to decipher if we should make any bid recommendations based on past performance.

pivot-table-conversions-sortAd Copy Testing

Now that you have more practice by playing around with audience data, you can feel comfortable downloading data with more aspects. The next example starts with pulling an ad report, and I have removed any columns that I do not want to use in my pivot to make it easier to find the data segments I need.

ad-copy-excel-spreadsheetOnce you have the data you need to go ahead and create your pivot. I have selected to look at my Headline 3 ad copy since this was part of our most recent test.

audience-pivot-setupThis shows how each headline performed on its own, but I want to dig further to see how the headlines performed with other parts of the ad. To do so, I am going to drag the Description field down to the row section of the pivot so I can look at performance side by side.

ad-copy-headline-vs-descriptionI can swap out the different descriptions and compare them, but I would rather copy and paste my existing pivot table and edit which description I am looking at so I can compare them side by side. This saves time from having to create a new pivot from scratch but also allows you to save multiple pivots on one Excel sheet for your own analysis.

ad-copy-pivot-copyad-copy-pivot-comparison

Dates

Lastly, I am going to show you how to work with dates within the pivot table. I have an example of a report pulled directly from Google Ads and the date is in a text format. I can leave the date as is but you will see that this might not be the best want to look at the data.

date-alphabetically-orderBelow is my pivot showing the date as a text, and it pulls the months alphabetically instead of in chronological order.

pivot-alphabeticalI have now gone through and changed the dates to short form and here is how the data now looks in Excel before I pull the same pivot table.

date-text-short-formNow that I have the dates in the new format, the months are coming through in order instead of alphabetically.

pivot-short-form-tableI can now show you one last trick, you can use conditional formatting within the pivot table and we will see there is some seasonality with this account.

date-conditional-formatting-detuppivot-table-seasonality

With this client, we have our busiest and most successful campaigns in Jan, May, and August and the data reflects this. I have used pivot tables to show seasonality from the past to help predict how much we need to spend in the future. Once you are comfortable formatting your pivot table you will find that you can turn raw data into easily digestible bits of information for you and your clients. To learn more about Excel here is The Complete Guide to Using Excel for PPC.

PPChero.com

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

AI

Exploring the Evolution of Language Translation: A Comparative Analysis of AI Chatbots and Google Translate

Published

on

By

A Comparative Analysis of AI Chatbots and Google Translate

According to an article on PCMag, while Google Translate makes translating sentences into over 100 languages easy, regular users acknowledge that there’s still room for improvement.

In theory, large language models (LLMs) such as ChatGPT are expected to bring about a new era in language translation. These models consume vast amounts of text-based training data and real-time feedback from users worldwide, enabling them to quickly learn to generate coherent, human-like sentences in a wide range of languages.

However, despite the anticipation that ChatGPT would revolutionize translation, previous experiences have shown that such expectations are often inaccurate, posing challenges for translation accuracy. To put these claims to the test, PCMag conducted a blind test, asking fluent speakers of eight non-English languages to evaluate the translation results from various AI services.

The test compared ChatGPT (both the free and paid versions) to Google Translate, as well as to other competing chatbots such as Microsoft Copilot and Google Gemini. The evaluation involved comparing the translation quality for two test paragraphs across different languages, including Polish, French, Korean, Spanish, Arabic, Tagalog, and Amharic.

In the first test conducted in June 2023, participants consistently favored AI chatbots over Google Translate. ChatGPT, Google Bard (now Gemini), and Microsoft Bing outperformed Google Translate, with ChatGPT receiving the highest praise. ChatGPT demonstrated superior performance in converting colloquialisms, while Google Translate often provided literal translations that lacked cultural nuance.

For instance, ChatGPT accurately translated colloquial expressions like “blow off steam,” whereas Google Translate produced more literal translations that failed to resonate across cultures. Participants appreciated ChatGPT’s ability to maintain consistent levels of formality and its consideration of gender options in translations.

The success of AI chatbots like ChatGPT can be attributed to reinforcement learning with human feedback (RLHF), which allows these models to learn from human preferences and produce culturally appropriate translations, particularly for non-native speakers. However, it’s essential to note that while AI chatbots outperformed Google Translate, they still had limitations and occasional inaccuracies.

In a subsequent test, PCMag evaluated different versions of ChatGPT, including the free and paid versions, as well as language-specific AI agents from OpenAI’s GPTStore. The paid version of ChatGPT, known as ChatGPT Plus, consistently delivered the best translations across various languages. However, Google Translate also showed improvement, performing surprisingly well compared to previous tests.

Overall, while ChatGPT Plus emerged as the preferred choice for translation, Google Translate demonstrated notable improvement, challenging the notion that AI chatbots are always superior to traditional translation tools.


Source: https://www.pcmag.com/articles/google-translate-vs-chatgpt-which-is-the-best-language-translator

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

GOOGLE

Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users

Published

on

1280x924 gmail

Beginning in April, Gmail senders bombarding users with unwanted mass emails will encounter a surge in message rejections unless they comply with the freshly minted Gmail email sender protocols, Google cautions.

Fresh Guidelines for Dispatching Mass Emails to Gmail Inboxes In an elucidative piece featured on Forbes, it was highlighted that novel regulations are being ushered in to shield Gmail users from the deluge of unsolicited mass emails. Initially, there were reports surfacing about certain marketers receiving error notifications pertaining to messages dispatched to Gmail accounts. Nonetheless, a Google representative clarified that these specific errors, denoted as 550-5.7.56, weren’t novel but rather stemmed from existing authentication prerequisites.

Moreover, Google has verified that commencing from April, they will initiate “the rejection of a portion of non-compliant email traffic, progressively escalating the rejection rate over time.” Google elaborates that, for instance, if 75% of the traffic adheres to the new email sender authentication criteria, then a portion of the remaining non-conforming 25% will face rejection. The exact proportion remains undisclosed. Google does assert that the implementation of the new regulations will be executed in a “step-by-step fashion.”

This cautious and methodical strategy seems to have already kicked off, with transient errors affecting a “fraction of their non-compliant email traffic” coming into play this month. Additionally, Google stipulates that bulk senders will be granted until June 1 to integrate “one-click unsubscribe” in all commercial or promotional correspondence.

Exclusively Personal Gmail Accounts Subject to Rejection These alterations exclusively affect bulk emails dispatched to personal Gmail accounts. Entities sending out mass emails, specifically those transmitting a minimum of 5,000 messages daily to Gmail accounts, will be mandated to authenticate outgoing emails and “refrain from dispatching unsolicited emails.” The 5,000 message threshold is tabulated based on emails transmitted from the same principal domain, irrespective of the employment of subdomains. Once the threshold is met, the domain is categorized as a permanent bulk sender.

These guidelines do not extend to communications directed at Google Workspace accounts, although all senders, including those utilizing Google Workspace, are required to adhere to the updated criteria.

Augmented Security and Enhanced Oversight for Gmail Users A Google spokesperson emphasized that these requisites are being rolled out to “fortify sender-side security and augment user control over inbox contents even further.” For the recipient, this translates to heightened trust in the authenticity of the email sender, thus mitigating the risk of falling prey to phishing attempts, a tactic frequently exploited by malevolent entities capitalizing on authentication vulnerabilities. “If anything,” the spokesperson concludes, “meeting these stipulations should facilitate senders in reaching their intended recipients more efficiently, with reduced risks of spoofing and hijacking by malicious actors.”

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

GOOGLE

Google’s Next-Gen AI Chatbot, Gemini, Faces Delays: What to Expect When It Finally Launches

Published

on

By

Google AI Chatbot Gemini

In an unexpected turn of events, Google has chosen to postpone the much-anticipated debut of its revolutionary generative AI model, Gemini. Initially poised to make waves this week, the unveiling has now been rescheduled for early next year, specifically in January.

Gemini is set to redefine the landscape of conversational AI, representing Google’s most potent endeavor in this domain to date. Positioned as a multimodal AI chatbot, Gemini boasts the capability to process diverse data types. This includes a unique proficiency in comprehending and generating text, images, and various content formats, even going so far as to create an entire website based on a combination of sketches and written descriptions.

Originally, Google had planned an elaborate series of launch events spanning California, New York, and Washington. Regrettably, these events have been canceled due to concerns about Gemini’s responsiveness to non-English prompts. According to anonymous sources cited by The Information, Google’s Chief Executive, Sundar Pichai, personally decided to postpone the launch, acknowledging the importance of global support as a key feature of Gemini’s capabilities.

Gemini is expected to surpass the renowned ChatGPT, powered by OpenAI’s GPT-4 model, and preliminary private tests have shown promising results. Fueled by significantly enhanced computing power, Gemini has outperformed GPT-4, particularly in FLOPS (Floating Point Operations Per Second), owing to its access to a multitude of high-end AI accelerators through the Google Cloud platform.

SemiAnalysis, a research firm affiliated with Substack Inc., expressed in an August blog post that Gemini appears poised to “blow OpenAI’s model out of the water.” The extensive compute power at Google’s disposal has evidently contributed to Gemini’s superior performance.

Google’s Vice President and Manager of Bard and Google Assistant, Sissie Hsiao, offered insights into Gemini’s capabilities, citing examples like generating novel images in response to specific requests, such as illustrating the steps to ice a three-layer cake.

While Google’s current generative AI offering, Bard, has showcased noteworthy accomplishments, it has struggled to achieve the same level of consumer awareness as ChatGPT. Gemini, with its unparalleled capabilities, is expected to be a game-changer, demonstrating impressive multimodal functionalities never seen before.

During the initial announcement at Google’s I/O developer conference in May, the company emphasized Gemini’s multimodal prowess and its developer-friendly nature. An application programming interface (API) is under development, allowing developers to seamlessly integrate Gemini into third-party applications.

As the world awaits the delayed unveiling of Gemini, the stakes are high, with Google aiming to revolutionize the AI landscape and solidify its position as a leader in generative artificial intelligence. The postponed launch only adds to the anticipation surrounding Gemini’s eventual debut in the coming year.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending