GOOGLE

Learn to Improve Search Engine Marketing Ad Conversions with PPC Audit

Published

3 years ago

March 12, 2021

If you have an ongoing online marketing campaign, you’re already familiar with the effort that it takes to maintain a good performance rate. Using Google AdWords and other marketing tools, data collection and analysis become easy. Companies often invest large amounts of money in advertising without noticing consistent gains in sales, conversions and awareness.

Always remember that every rupee spent on advertising should help you make more money. Marketing is an investment, not an expense. A good marketing campaign always involves identifying what works and what doesn’t, so that constant changes can be made in future campaigns. A PPC audit is a great way to test whether your advertising budget is gaining some traction.

Here’s how you can improve your search engine marketing ad campaign by conducting a PPC audit:

What Is a PPC Audit?

Before you try to fix your unsuccessful campaign by running a PPC audit, you should understand what it is. Setting the right goals and expectations from your audit will help you achieve better results. A PPC audit is an ‘end to end’ analysis of a PPC campaign to determine the weak areas and make the program fetch better returns on investment. PPC marketing is very complex and gets harder to track and understand with time. With a wide range of metrics to analyse and the constantly changing policies and features from Google, managing a PPC program is not an easy task. However, when done correctly it can completely transform the performance of your existing model. Various companies provide PPC services so you can outsource the entire program and receive expert help for your struggling campaign.

Why Is an Audit Necessary?

PPC audits are necessary for businesses that believe that their ad campaigns could do better. This may be because a campaign that performed very well in the past is not able to generate the desired results anymore. This could also make sense for businesses that are generating the required traffic but are not able to keep up with the exponentially increasing costs. Optimisation is the key to maintain a good ad campaign that delivers the maximum result from an investment.

What to Check During an Audit?

A PPC audit will allow you to completely restructure your program by giving you a clear view of where your campaign requires attention. Most PPC models perform well in some places and need work in others. The main goals of your audit should be to locate these weak areas and try to eliminate them in your next PPC model. Look out for these while you run an audit:

Overview of ad campaigns: Make sure you are running enough ads and targeting the right users.
Overview of keywords: Keywords keep changing online, ensure that the keywords that you are using are not outdated.
Budget allocation: More money does not always mean better results. Set realistic goals and allocate money accordingly.
Comprehensive analysis of your account: Make sure you check all the important metrics and make a list of the areas where your program is lagging.

Generals Metrics to Analyse

There are various settings and metrics that decide how well your ads are performing. This is invaluable data that is collected in real-time to help you understand the behaviour of your users. You can find a best SEO company in India to do this for you, or try understanding the metrics and doing it yourself. Here is a comprehensive list of some of the most important metrics to check while doing an audit:

Click-Through Rate

The CTR of your campaign decides its relevance. This is arguably the most crucial component of your campaign. The quality of your user base depends mostly on how much they are clicking on your ads. The only way to generate revenue and increase web traffic is by ensuring that users continue to stay interested in your ads and interact with them frequently.

Conversion Rate

Similar to the CTR, this metric tells you how many users clicked through and performed the desired action on your page. A high conversion rate indicates that users are excited by your product or service and are compelled to purchase on your online store. Paying for hundreds of clicks and generating traffic is of no use if they do not take meaningful actions on your website.

Cost Per Conversion

A very simple metric, the cost per conversion gives you the exact number that you are spending to acquire a new customer. If this number is more than the customer is worth to your business, then your ad campaign needs fixing.

PPC is a very intricate process that changes actively over time. The only way to increase the chances of your program succeeding is to have good content, a promising product or service along with having strong metrics. Regular audits can help you maintain your standing in the market and help you make the most out of your advertising budget.

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AI

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

Published

2 months ago

February 26, 2024

Max

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

Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users

Published

2 months ago

February 13, 2024

Entireweb News Bot

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

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

Published

5 months ago

December 4, 2023

Max

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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