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Viewability Impressions Does Matter

Viewability Impressions Does Matter

You have to understand that when an ad is served it does not mean it is certainly seen by users. You published your ads, and your online impression served on certain web pages, and that’s good. However, are you confident to say your ads are viewed? Being seen means everything for an ad, right?

Fortunately, Google has worked on a Viewable Impressions standard partnering with the industry since 2013. When the Media Rating Council lifted its Viewable Impression Advisory in 2014, marketers and advertisers switched their focus from served impressions to viewable impressions, which is measured by the Viewability.

Viewability helps determine how likely it is that an ad was actually seen by a user. Defined by the Media Rating Council, a display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum of one second.

Factors of Display Viewability

Let’s take a look at the factors affecting the extent to which ads are seen. The following is based on the research of 5 Factors of Display Viewability by Google.

1. State of publisher viewability

A small number of publishers are serving most of the non-viewable impressions

2. Page position

The most viewed position is not at the top of the page but instead is right above the fold, which is part of a web page that is visible before scrolling down.

3. Ad size

Ads that are vertical can stay on the page longer when you scroll, and the dimensions with the highest viewability rates are 120X240 (55.6%), 240X400 (54.9%), and 160×600 (53.7%).

4. An ad above the fold does not mean always viewable

Averagely, only 68% ads above-the-fold impressions are viewable, while the percentage is 40% for those below-the-fold impressions.

5. Viewability varies across industries

Content that draws the user’s attention has the highest viewability.

So, How Do I Increase My Google Ads Viewability?

In the rest of this post, we will talk about some best technical practices to improve ad viewability advised by the team of Google. A downloadable PDF file can also be found here.

#1 Viewability Measurement

Viewability measurement

(Image source: Viewability Spotlight for Sellers)

#2 Speed & Responsiveness

Optimize for responsiveness

(Image source: Viewability Spotlight for Sellers)

 #3 Layout of Ads

Layout viewability

(Image source: Viewability Spotlight for Sellers)

#4 Optimize Viewability of Ads & Content

Ads and content for optimal viewbility

(Image source: Viewability Spotlight for Sellers)

How Did Businesses Make Out On Black Friday and Cyber Monday?

How Did Businesses Make Out On Black Friday and Cyber Monday?

If you’ve never been out shopping or online for Black Friday through Cyber Monday, then you don’t know why it’s the busiest shopping weekend of the year. Retailers all over the United States swarm to their favorite retail shops to take advantage of the great deals they get for one weekend only. This year, Black Friday/Cyber Monday weekend was predicted to drive a total of $11 Billion in online sales, which is 15% more than 2014.

What Are The Stats For Black Friday/Cyber Monday Weekend This Year?

Based on the data found after Black Friday/Cyber Monday weekend 2015, there was a 24% growth in online sales in comparison to 2014! As shown below, most of online shopping occurred on Mobile devices. Nanigans data shows that there was a 223% increase for purchases on Black Friday on mobile this year in comparison to the past 4 Black Fridays.Black Friday Mobile Stats

Cyber Monday saw some advantages as well in comparison to the past years. Consumers purchasing on mobile during Cyber Monday saw an increase of 111%. The bigger number to look at is +50%! This shows that 50% of people shopping online bought online. Expect this figure to increase next year.

Cyber Monday Stats

Here are The Categories That Benefited the Most:

• Electronics
• Jewelry
• Apparel
• Sporting Goods (specifically Golf Items)

How Did This Happen?

Influencers and Social Commerce drive revenue. It’s important for retailers to stay on their toes when it comes to running social ads during Black Friday and Cyber Monday. You never know what items could take off and go viral in a matter of hours (which could max out your budget & inventory faster than you anticipated).

Some Key Points to Keep In Mind Next Year:

• People are shopping for other people, so low-priced ticket items sell best
• The news is out about increased sales for online shopping, be prepared to be competitive when using Google Shopping, online ads or pay-per-click ads.
• Build awareness of your brand and products prior to sales weekend. Have your customers look forward to great deals during the Black Friday/Cyber Monday weekend.
As you can see, retail stores need to take advantage of the Black Friday/Cyber Monday specials. It’s been proven year-over-year, the sales are increasing and the online closing rate was at 50% this year. Every Business-to-Consumer company should plan to take advantage of this next year. Next year’s Black Friday is November 25th and Cyber Monday will be on November 28th. Remember the date and have the Geeks at Web Geeks work with you to be profitable.

Improve Visibility & Rankings with Search Engine Optimization

Improve Visibility & Rankings with Search Engine Optimization

Right now astute businesses are reaping the rewards of long term SEO and you too can join the club of business owners whose websites are on the first page of Google. Aside from new direct business, you can also gain more business connections to grow your network, as well as generate referrals for your products and services. Download our 10 page pdf that introduces you to Web Geeks SEO services.