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Audit Google Display Placements Like a Boss

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audit google display placements like a boss

Auditing your display campaign is something that when I started out in the PPC world, I had no idea why or what to do. “It’s getting tons of impressions! Why stop the campaign from doing it’s thing? Don’t we want to get our brand out there?” Now I’m a seasoned newbie and understand the importance of being diligent on display campaigns and that auditing is my very best friend in search.

So Why Audit Your Display Campaigns?

According to Google, the Display Network reaches over 90% of global internet users expanding across 2 million sites. TWO. MILLION. SITES. Those numbers are so massive that I can’t even begin to comprehend what that looks like, but this gives me all the more reason to audit and to stay on top of those placements.

Auditing your display campaign, especially for places that your ad has shown, makes it easy to reduce wasted spend, gather quality data, and narrow down your target audiences to create new audiences for remarketing or other display campaigns. Not only that, but if you have no idea where your image ads are showing, you’re gearing yourself up to hurting your brand image and reputation by showing up on a site that you really should be excluding.

First Things First: Check Your Settings

Knowing what you’re excluding and what you’re potentially running your display ads on will help make this audit easy peasy.

Content Exclusions

Content exclusions are extremely (and I can’t stress this enough) extremely important when you’re running a display campaign. Display campaigns will throw your ads wherever they can get the most views and the most clicks. Depending on your product or your brand, you’ll most likely want to check every box in the middle to avoid having your brand showing on sites that could seriously damage your brand.

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This display campaign for a travel industry client above not only has all sensitive content excluded, but also has exclusions on Live Streaming Youtube videos, Below-the-fold, and Parked domains, as well as Mature audience and not yet labeled content. This is because we do not want our client’s brand showing up on domains that are underdeveloped and unregistered, content in which we do not know if any of the other 5 sensitive content categories could show up on, and we do not want our ads showing on live stream as they would cost a lot of money and could be included on videos that we do not know the contents of the video.

Website Exclusions

Now we move to see what websites, and overall theme of websites, have been blocked from our campaign. Although we want to cast a wide net to gather audience data, and use this campaign for remarketing, we want to ensure that our client’s content isn’t showing up on anything related to spam, inappropriate, or irrelevant sites. You’ve heard the phrase, “Right place at the right time?” You don’t want your ad, say for a great deal to book a trip to Europe, to show up on a site related to bad news in the travel industry.

Finding Your Placements & Auditing Tips

Now let’s get to the meat and potatoes of this blog post – auditing your display placements. Auditing your placements is especially beneficial if you’ve had your campaign running for a bit and have had no exclusions, or bare minimum exclusions, in your campaign. Click into your display campaign in Google Ads and you’ll go to the placements tab on the left side of the interface:

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Here is where you can see any placements that you selected for your display campaign, where your ads showed, and any exclusions that are already set for the campaign. I typically do not put any specific placements on our display campaigns, and rely more on our exclusions, as I try to cast the net as carefully as I can with including content and site exclusions to gather audience data. That doesn’t mean that automatic placements for ads don’t work – check this neat case study about automatic placements and the arguments for it. But now we’re ready to sort through this data and refine our exclusions, since Google doesn’t guarantee that all exclusions from the content settings will not house our ad.

gilhba9w6t9jwSazAAIoQx9x5pSHapCY16ARVpKTxERVFL19aeM SvPlacements for the last 3 months

I like to start looking at exclusions based on performance. I download my data into a Google Sheet to sort through and include metrics such as impressions, clicks, cost, average CPC, and conversions. I then sort through my data, starting with domains with high impressions and little to no clicks. Excluding anything that has a high amount of impressions but little-to-no clicks, ones with abnormally high click-through rates, and ones that are costing money but not performing. For example, you can see below that some of these placements are being shown quite a lot, but have under 20 clicks and no conversions:

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Then I like to go through the list and see if there are any themes to exclude. I typically don’t like to have my ads on kids games and apps, as it’s a waste of money for us, kids can’t book flights to vacation in Europe! With apps, these ads are typically a waste in spend because it’s either 1. Someone trying to get through the ad just to go back and play their game or 2. the ad just hangs out in the game, never to be clicked on (on purpose) and heard from again.

Since this display campaign is targeting the United States and the English language only, I also like to check for foreign website domains that may pop up. Example website domains I look at are .ro, .es, .de, .nl, .io, .cc et cetera and add them as an exclusion as well. But this depends on the targeting of your campaign, so just know that if you’re targeting outside of the United States, you’ll see different domains outside of .org, .com, and .net.

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And there you have it! A very simple audit that can help reduce your spend and up the quality of your data.

PPChero.com

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

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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.

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Google Brings Bard Students Math and Coding Education in the Summer

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Google Brings Bard Students Math and Coding Education in the Summer

Google is stepping up its AI efforts this summer by sending Bard, its high-profile chatbot, to summer school. The aim? To boost the bot’s math and coding smarts. These developments are excellent news— when Bard first debuted, it was admittedly not a finished product. But Google is steadily plugging away at it, and have now implemented implicit code execution for logical prompts, and handy Google Sheets’ integration to take it to the next level.

Thanks to implicit code execution, Bard can respond to inquiries requiring calculation or computation with Python code snippets running in the background. What’s even more amazing is that coders can take this generated code and modify it for their projects. Though Google is still apprehensive about guaranteeing the accuracy of Bard’s answers, this feature is said to improve the accuracy of math and word problems by an impressive 30%.

In addition to this, Bard can now export directly to Sheets when asked about tables. So, you don’t need to worry about copying and pasting, which comes with the risk of losing formatting or data.

From the company’s I/O keynote address, it is clear that they are focused on making the most of what Bard can offer. As they continue to speak highly of the chatbot, we’re sure to expect more features and capabilities when the summer comes around.

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Google Bard vs. ChatGPT: which is the better AI chatbot?

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Google Bard vs. ChatGPT: which is the better AI chatbot?

Google Bard and ChatGPT are two of the most prominent artificial intelligence (AI) chatbots available in 2023. But which is better? Both offer natural language responses to natural language inputs, using machine learning and millions of data points to craft useful, informative responses. Most of the time. These AI tools aren’t perfect yet, but they point to an exciting future of AI assistant search and learning tools that will make information all the more readily available.

As similar as these chatbots are, they also have some distinct differences. Here’s how ChatGPT and Google Bard measure up against one another.

Which is better, Google Bard or ChatGPT?

This is a tricky question to answer, as at the time of writing, you can only use Google Bard if you’re part of a select group of early beta testers. As for its competition, you can use ChatGPT right now, completely for free. You may have to contend with a waitlist, but if you want to skip that, there’s a paid-for Plus version offering those interested in a more complete tool the option of paying for the privilege.

Still, when Google Bard becomes more widely available, it should offer credible competition for ChatGPT. Both use natural language models — Google Bard uses Google’s internal LaMDA (Language Model for Dialogue Applications), whereas ChatGPT uses an older GPT-3 language model. Google Bard bases its responses to questions on more recent data, with ChatGPT mainly trained on data that was available prior to 2021. This is similar to how Microsoft’s Bing Chat works.

We’ll have to reserve judgment on which is the more capable AI chatbot until we get time to play with Google Bard ourselves, but it looks set to be a close contest when it is more readily available.

Are Google Bard and ChatGPT available yet?

As mentioned, ChatGPT is available in free and paid-for tiers. You might have to sit in a queue for the free version for a while, but anyone can play around with its capabilities.

Google Bard is currently only available to limited beta testers and is not available to the wider public.

Banner of Google Bard intro from February 6.

What’s the difference between Google Bard and ChatGPT?

ChatGPT and Google Bard are very similar natural language AI chatbots, but they have some differences, and are designed to be used in slightly different ways — at least for now. ChatGPT has been used for answering direct questions with direct answers, mostly correctly, but it’s caused a lot of consternation among white collar workers, like writers, SEO advisors, and copy editors, since it has also demonstrated an impressive ability to write creatively — even if it has faced a few problems with accuracy and plagiarism.

Still, Microsoft has integrated ChatGPT into its Bing search engine to give users the ability to ask direct questions of the search engine, rather than searching for terms of keywords to find the best results. It has also built it into its Teams communications tool, and it’s coming to the Edge browser in a limited form. The Opera browser has also pledged to integrate ChatGPT in the future.

ChatGPT Google Bard
Accessible through ChatGPT site. Only text responses are returned via queries. Integrated with Google Search. You only need to change a Google setting to get your regular search results when using Google Bard AI, and vice versa.
ChatGPT produces answers from its trained database from 2021 and before. Google Apprentice Bard AI will be able to answer real-time questions.
Based on GPT (Generative Pre-trained Transformer). Based on LaMDA (Language Model for Dialogue Applications).
Service has a free and paid plan option (called ChatGPT Plus). Service is free.
Has built-in plagiarism tool called GPT-2 Output Detector. No built-in plagiarism detection tool.
Available now Still in beta test phase

Google Bard was mainly designed around augmenting Google’s own search tool, however it is also destined to become an automated support tool for businesses without the funds to pay for human support teams. It will be offered to customers through a trained AI responder. It is likely to be integrated into the Chrome browser and its Chromium derivatives before long. Google is also expected to open up Google Bard to third-party developers in the future.

Under the hood, Google Bard uses Google’s LaMDA language model, while ChatGPT uses its own GPT3 model. ChatGPT is based on slightly older data, restricted in its current GPT3 model to data collected prior to 2022, while Google Bard is built on data provided on recent years too. However, that doesn’t necessarily make it more accurate, as Google Bard has faced problems with incorrect answers to questions, even in its initial unveiling.

ChatGPT also has a built-in plagiarism checker, while Google Bard does not, but Google Bard doesn’t have the creative applications of ChatGPT just yet.

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