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How to best utilize the networks within Google AdWords

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how to best utilize the networks within google adwords

30-second summary:

  • Google networks can be tricky when deciding which ones are best for your goals and budget
  • Three tips that will help you to utilize the networks strategically
  • You first need to understand the difference before selecting a network
  • Clean data is key when analyzing performance, so it is best to keep network targeting separately
  • Where a user is at in the conversion funnel will tell you if the network brings conversions
  • By having two different campaigns that are network specific, you will be able to properly target your audience with clear messaging while being able to access key data points quickly and accurately

There are two networks within Google AdWords – display and search. When you set up a campaign for the first time, you may notice an option to add either one of these within the settings.

The search network ads appear on Google’s search results page, and the display network ads appear on sites, videos, and apps. But what looks like a good idea to get more visibility, may not help you in the end when measuring performance.

Google AdWords - Search and display

To reap the benefits of both search and display, you need to be strategic about how you are targeting users on these platforms. Here are three tips for utilizing the networks within Google AdWords:

Tip #1: Know the difference

Display select versus display network are different even though the listing of display network in your settings can be a little misleading. The display select is a hybrid campaign model. While you can take your search network ads to the next level by adding them to display, it is not ideal for tight budgets.

By nature, the display network expands its reach to a broader audience. When you add this option, you are releasing control over to Google. By keeping everything in search, you are targeting an active user who wants to find something relative to the keywords within the campaign.

The display network will boost visibility, but it is not as targeted and should not be used by those with a smaller budget. When users are on even display select, they may not be ready to buy. In fact, these users are far out in the conversion funnel. Accomplishing clicks is not easy in this network with an ad-driven by copy.

For those who need to increase awareness, then display is for you. Ad space on the network is great, so you can reach and broaden your audience.

Tip #2: Make sure data is clean

If you are using a search network with display select, then your data may not be as clean. The search network has a higher click-through rate (CTR) than the display. So, if you are looking at the overall data of the campaign, you may not be able to get a quick and accurate look at performance.

The impressions and clicks generated by the display network are not applied to the keywords within your campaign. The reason for this is because those impressions and clicks are not actually “search”. Therefore, to truly evaluate performance, you need to take a deeper look.

Google AdWords - Search and display data

To measure, you need to go to each individual ad group in Google AdWords and look at how the display select and the search network are each performing. Users are in different places within the conversion funnel, so it is important to understand the industry benchmarks for each network when measuring data. Therefore, it is recommended to divide the campaigns when using both of Google AdWords’ networks.

Tip #3: Understand the conversion funnel

The conversion funnel is made up of different stages, such as awareness, consideration, and decision. When a user is on the display network, they are most likely in the awareness stage. When a user is in the search network, they are at the bottom of the funnel. These users know they want to buy a product or service, but they are evaluating where to buy it.

The reason you need to understand the funnel is not only from a data perspective, but it is also for creating quality ad copy. Your messages should be appropriate for where that user is in the conversion funnel. You would never ask someone to buy from you if you just met them at a networking event. It is important to meet the user where they are at by creating ad copy that is relevant.

A dual-network strategy is not for everyone. So, before diving into both, determine your goals and evaluate if both will help you to meet them. By having two different campaigns that are network-specific, you will be able to properly target your audience with clear messaging while being able to access key data points quickly and accurately.

Ashley G. Schweigert is Owner at Marcom Content by Ashley, LLC.

Search Engine Watch – PPC

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

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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

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Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users

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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.”

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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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