MxMIndia

Tag: Google Adwords

  • The Google-Facebook duopoly enjoys 68% of India’s digital ad market and is set to grow, writes Indrani Sen

    Rise & Shine of the Digital Duo

     

    By Indrani Sen

     

    The digital marketing trends in US indicate the trends across the world (except China). Recently, an article in www.emarketer.com indicated that the Facebook-Google duopoly will continue in the US market in spite of the amazing growth registered by Amazon which has been steadily increasing its share (https://www.emarketer.com/content/facebook-google-duopoly-won-t-crack-this-year?ecid=NL1009). Google is the leading partner in this duopoly across the world.

     

    The same duopoly enjoys together 68 per cent of India’s digital ad market and it is likely to grow as the digital advertising spending is expected to also increase by 30 per cent in 2019. Even if the growth forecast takes a dip as foretold by the less than expected yield of digital media during Diwali 2019, it will not affect the stronghold of the duopoly.

     

    Google India, the arm of the technology giant, reported total revenue close to ₹ 9337 crores in FY18.  A most unprecedented financial result reported by Google India for FY19 has created confusion in the market place. Google India reported a 56 per cent fall in revenue to ₹ 4147 crores in the year ended March 31, 2019 (https://www.statista.com/statistics/717633/google-revenue-value-india/). The fall was attributed to a new accounting standard introduced by the Ministry of Corporate Affairs, Government of India.

     

    Google is the undisputed leader in India’s mobile search engine market, but its biggest cash cow- Google AdWords, is registered under the Google Asia Pacific division. As such, the revenue and profits from AdWords cannot be filed as part of the Indian division without incurring certain burden of taxation as per the amended rules. So, advertising revenue, the biggest contributor to Google’s  overall revenue is missing from the revenue posted by Google India.

     

    On the other hand, Facebook Inc’s Indian operation has reported revenues of ₹ 892 crore, compared to revenues of ₹ 521 crore, a 71% jump in revenues last fiscal for fiscal year ended 31 March 2019  (https://economictimes.indiatimes.com/markets/stocks/earnings/facebook-reports-84-jump-in-net-profit-for-india-at-rs-105-crore-for-fiscal-2019/articleshow/71891826.cms?from=mdr) As a result, share of Facebook has gone up in the duopoly in Indian market, though it has a long way to go before its revenue gets closer to Google’s revenue. It remains to be seen if Amazon will be able to grow its share in the Indian market following the US example.

     

    As advertisers and agencies continue to use Google AdWords and place digital advertising through Google, the analysis of the revenue sources will not match with the money spend on digital advertising across various platforms offered by Google and will add to the computing confusions in media planning.

     

     

  • AdsWizz to monetise Radio City’s Digital Audio Inventory by Using Programmatic Advertising

    Radiocity.in partners with Google AdWords for its digital offering

    By A Correspondent

     

    Radio City’s digital arm, radiocity.in has strengthened its digital backbone by partnering with Google AdWords premier small and medium business partner programme and AdsWizz, the technology provider of advertising solutions for the digital audio industry. The exclusive radio partnership with Google will provide small and medium businesses, a holistic digital media strategy and create new revenue streams for Radio City, a press release notes.

     

    Said Abraham Thomas, CEO, Radio City: “Online audio advertising has been consistently growing with the increasing popularity of online audio consumption.Radio City’s strategic alliances with two powerhouses of the digital advertising space will help us accelerate our digital first approach. The partnerships will drive synergies with our customers and enable digital audio advertising transactions to flow seamlessly between buyers and sellers. Our partnership with technology based services will also simplify and quicken the entire process of buying and selling ads, thereby benefiting all the stakeholders.”

     

    Added Rachna Kanwar, COO – Digital Media of Jagran Prakashan: “Recent trends across the globe have observed a rise in digital audio consumption and revenue growth. The revenues for audio streaming platforms have seen a growth of 37% last year in India. At Radio City, we’ve always believed in staying ahead of the curve, and this collaboration is another milestone in the journey of excellence for Radio City.”

     

     

  • Bengali being the sixth most spoken language around the world, publishers and advertisers can now reach a large audience globally

    Google announces support for Bengali content creators and advertisers

    By A Correspondent

     

    Google India has announced support for Bengali for both Google AdWords and Google AdSense. Bengali being the sixth most spoken language around the world, publishers and advertisers can now reach a large audience globally and target them with Bengali-language search and display ads, notes a communique.

     

    Said Shalini Girish, Director – Google Marketing Solutions, Google India: “With the availability of Hindi, and today’s launch of Bengali language capabilities, we are working hard to ensure that digital advertising is keeping up with the needs of an evolving Internet audience. Over the coming months, we will share more about our efforts to further build on this.”

  • The changes announced may not be revolutionary, but continue the evolutionary path, writes Eldad Sotnick-Yogev in Mindshare's Original Thinker Series

    What’s New on Google Adwords

     

    By Eldad Sotnick-Yogev

     

    Google has announced changes within Adwords that fall into three areas: Innovative Ads, Insightful Reporting and new Power Tools. These changes may not be revolutionary per se, but rather continue the evolutionary path we are seeing as digital platforms look to better connect with consumers at any place, any time and any device.

     

    Overall the changes look very promising and we are excited to see how Google keeps advancing from last year’s Enhanced Campaigns that pushed location, device and time bidding. By giving advertisers more tools, reports and capabilities it continues to lead the search advertising space and the multiple ways it can be used to connect with consumers.

     

    DETAILS

    INNOVATIVE ADS

    Innovative Ads focus on the fact that apps are more prominent than ever and that consumers see them as a source of solutions. The new ad features allow Google advertisers to better target and connect to these opportunities. For example, a calorie counting app/website could be shown to running app users through the new in-app install ads feature. This could be joined to another new feature – app keyword suggestions – which helps uncover key app-oriented search queries to add to your inventory.

     

    INSIGHTFUL REPORTING

    Insightful Reporting concentrates on offline measurement and the need to better link up with digital marketing; thus, the introduction of the estimated total conversions tool. The goal here is to give hyper-local information for advertisers looking to capture “offline” sales/conversions. This feature will allow better measurement, but doesn’t look like true attribution on first view.

     

    POWER TOOLS

    Power Tools give Google advertisers more benefit from the Adwords interface with bulk actions being simplified. At the same time, Automated Bidding to meet set specific goals (ROAS, CPA, Clicks) is going to be provided, enabling you to bid to maximise revenue or conversions. So, in theory an Auto OEM can target car configurations, while a retailer can go for sales. This will most likely make working within the interface the preferred method and could spell the end for Adwords Editor. These tools (and features) also will push Kenshoo, Marin and Adobe to advance what their 3rd party platforms offer at enterprise SEM management level.

     

    IMPLICATIONS

    The most impressive feature we saw was the Draft/Experiments part of the new Power Tools, which allow you to set up an experiment that will calculate and show you the impact of your changes – without actually implementing them. This means a more accurate method of forecasting will be made available in Adwords and it sounds like if the results fit your goals, it will be easy to make the theoretical a reality in a few clicks. This tool could really assist conversations for your ‘what if?’ scenarios, as well as being tangible proof of what budget and bid changes can look like.

     

    Another Power Tool that will have both clients and Search teams excited is a new way to quickly use pivot table functionality within the interface and jointly build informative charts. This “multi-dimensional analysis tool” is sure to become an addition that many will like.

     

    Finally, Innovative Ads strong focus on Apps proves that Google knows users are increasingly using mobile and that apps rule in this space. This looks to have more promise than just Admob and helps those still thinking about an App see the need to get involved. Just like mobile optimized websites, Google is pushing businesses to jump in.

     

    Excerpted with permission from the Mindshare APAC’s Original Thinker Series.