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Car subscriptions are here, but there’s no one-size-fits-all
Once upon a time in America, you went to your local auto dealership, gave them a wad of cash, and drove a car off the lot. Then came leasing, and drivers became temporary stewards of their cars in return for three year flexibility. Now, in the midst of an auto industry terrified of Millennial disinterest and general apathy, the hunt is on for the Next Big Thing in car buying. Only the way it’s shaping up, you won’t be buying a car at all.
It’s clear that the industry is facing a pivot point, if it’s not within that already. For the moment, traditional financing and outright purchase still outweighs leasing, though the numbers of people opting for the latter increases in the US every year.
What was once pretty much the preserve of luxury cars has expanded to a variety of new segments. Market-favorites SUVs and crossovers; attainable high-performance vehicles; and green EVs and hybrids with question marks still lingering over what happens to their battery packs in 5-10 years time. Now, new subscription models more akin to smartphone upgrade plans are beginning to emerge.
It’s not the first subscription car service we’ve seen, though it is the most affordable to-date. Cadillac kicked things off back in January with Book by Cadillac, offering access to a selection of the company’s luxury cars and SUVs for a fixed monthly fee. Porsche followed, with Porsche Passport, its own interpretation with two tiers of service unlocking cars like the 911, Cayenne, and Panamera.
What’s interesting, though, is that while all have the same core premise – rather than financing or leasing a vehicle, you effectively rent both it and the convenience of having someone else handle servicing and regular costs – they vary significantly in how they’re enacted. Porsche Passport and Book by Cadillac, for instance, are only offered in select cities; Care by Volvo will be across the US (as well as internationally). However, that limited availability to subscribers to the Porsche and Cadillac is because they get a perk Volvo subscribers don’t: the ability to change at-will to another vehicle, even if it’s just for the weekend.
It’s part of a move toward seeing the car as a service. Certainly, there are plenty of drivers for whom having the same vehicle for three years works out just fine. Others, however, might want an SUV for a weekend getaway, but then a coupe for the rest of the week. For that audience, however small, there’s now an option – just as long as they’re willing to pay the premium.
The differences in the schemes are indicative of how this new “ownership” model will pan out more generally. Porsche, Cadillac, and Volvo are unlikely to be the only companies to offer car subscriptions, but it’s almost certain that other options will be different in their structure as automakers try to identify the sweet-spot of flexibility and price.
Audi, for example, is looking at the space, though could end up tackling it very differently. Earlier this year, it acquired Silvercar, the car rental service which offers travelers a single vehicle – the Audi A4 – for an all-in price, booked through an app rather than the high-pressure, confusing environment of the traditional car rental counter. When I spoke with Silvercar CEO Luke Schneider in LA this past week, he predicted that there wouldn’t be a one-plan-fits-all scheme.
Instead, Schneider suggested, the message will effectively be “Don’t buy an Audi, buy Audi.” Rather than a single car, it will be a relationship with an automaker and the services that are part and parcel of that relationship. Schneider is skeptical that the majority of people actually want the freedom to change car every other week. In contrast, though, he thinks there’d be plenty who would be happy with a car at home they use regularly and then access to a distributed fleet when they’re traveling.
That might be something integrated into a more traditional lease, in fact. Audi could, if it wanted to, offer those leasing its cars the option of also building Silvercar access into their plan too. That way, if they fly to another city, they could have the use of a loan car in that different location rather than having to rent separately. Schneider was clear with me that he couldn’t say exactly what Audi has planned – Silvercar is operated independently of its automaker owner – but it’s not hard to see how such a package might be appealing to drivers.
NOW READ: SUVs dominated the LA Auto Show
If there’s anything I know for sure, it’s that no one-size-fits-all plan is ever likely to be settled upon. Nonetheless, I suspect there are plenty of people for whom the idea of minimal obligations, broader flexibility than buying a single car, and an escape from the headache of arranging servicing and maintenance would be worth a premium every month. Just as we pay Spotify or Apple Music a subscription to avoid the hassle of collecting CDs, so that freedom could invert the car ownership experience.
You're reading Car Subscriptions Are Here, But There’S No One
Most computer keyboards have a total of 104 buttons or keys.
These can differ slightly between different keyboard manufacturers, as well as depending on the country in which the keyboard is designed for. However, in most cases, the number of keyboard keys will stay around this number.
If you’re looking for a new keyboard and are looking on Amazon or eBay for a regular-sized piece of equipment to use in an English-speaking country, the keyboard will most likely have 104 keys.
Of course, not every country uses the same alphabet, though. Some countries are very similar to English but also include accents, umlauts, cedillas, and more. Some keyboards will include extra keys for these characters, whilst others require shortcuts to access them.
Other languages are non-alphabetic, such as Chinese, which is based on characters, or Japanese, which is based on syllables. These again require different keyboard hardware or software to write on a computer.
Let’s explore further to find out the different types of keyboards we have, how they are laid out, and some uses of the F keys on the keyboard.
There are many types of keyboards, and they don’t just vary by language. Keyboards can be used for a wide range of tasks, from programming to gaming to flexible portability.
These are the common keyboards you’re probably accustomed to seeing and using in the English-speaking world. QWERTY keyboards are so named because starting from the top left and moving right in the letter section spells out QWERTY.
So, if you want something comfortable and familiar to you and millions of others, a QWERTY keyboard is probably the way to go.
When typing with this type of keyboard, people achieve very high word-per-minute rates while putting no strain on their fingers or brain.
They’re also ideal for a shared computer because they’re easy for children to use and will be familiar to other adults as well.
Many people are slowly switching from laptops to tablets as they later become more powerful and provide many of the same functions that a laptop can.
The one thing clearly missing from the screen-only device, however, is the keyboard. For those looking to spend long periods of time typing, the on-screen keyboard is often too much of a pain. The software was designed for quick Internet searches or for sending and receiving instant messages, not serious word processing.
These are where portable keyboards come in handy. Much like tablets, they are easy to carry around to keep your work or fun going whilst on the move.
However, portability commonly comes at the expense of size and, thus, an insufficient range of keys. The second set of number keys and the function keys that run along the top of standard keyboards are frequently missing from portable keyboards.
This means the keyboard can take up less space and fit in your backpack or possibly even your pocket!
However, with modern technology, even more inventive methods of making keyboards portable have emerged. It is no longer necessary to cut sections of traditional keyboards to make room. Some people are already altering keyboard materials to make them foldable or even rollable.
This means that a piece of equipment that would normally be longer than your forearm can be rolled up and put in your pocket like a newspaper. So, your keyboard could have a full range of keys and still be perfectly portable.
That’s right, 104 keys are fitting snugly in your back pocket!
Be warned, however, that these foldable and rollable keyboards are often lacking in terms of consistency once they’re fully laid out. Key hits are not as easily registered, and you’re unlikely to have the same ease of use as you would with an everyday QWERTY keyboard designed for use at home.
Some keyboards are built without any number keys, meaning you’ll have at least ten fewer keys. These are often built for portability so that you could miss 30 or even more keys.
This means they’re smaller and easier to carry around but can become a pain if you want to sit down and get some serious work done, which often includes regularly needing numbers.
Numeric keyboards are nifty little additions you can get your hands on that usually have between 9 and 18 keys. These can be plugged in or wirelessly connected alongside your numberless main keyboard so that you can have a full set-up.
Some lines of work may even be so number-intensive that the tiny numeric keypad can be your solitary keyboard in some cases. It’s likely to be even more portable than any portable “normal” keyboard that you’d otherwise carry around.
Either way, these can be seen as a useful set of keys to have on their own or a sometimes essential addition to an otherwise incomplete keyboard set you may have.
The main function of ergonomic keyboards is to allow you to type with as little physical strain as possible. These still usually retain the overall QWERTY layout of a regular keyboard but will be laid out in different shapes.
Ergonomic keyboards are designed so that your hands can rest and type in a more comfortable way, and in the long term, will have less wear and tear on your hands and fingers.
If you spend a lot of time with your keyboards or are concerned about the strain on your hands, wrists, and posture, then ergonomic keyboards are worth looking at.
In most cases, you will still have access to the full range of 104 keys and are also less likely to develop medical conditions that are usually related to typing, such as carpal tunnel syndrome.
Sometimes they are split into two separate pieces that can be moved for your preferred way to type. Often, the left piece is smaller and may hold around 30 to 40 of the overall keys, but this varies between different designs.
You will usually have to spend a little bit of extra money to get an ergonomic keyboard, but you will still have access to all of the keys you would get on a regular keyboard and have an even more comfortable time using all of them.
Gaming keyboards are in some ways similar to ergonomic keyboards in that they have utility in mind.
Gamers often spend hours frantically hitting away at buttons, and so it’s crucial they have a well-made piece of tech so they don’t strain themselves and can play well.
These bits of hardware will have all the keys you need and more. Often there is thought put into the aesthetic design of gaming keyboards and the function so that you may see keys included that change the backlight or provide shortcuts to screen-capturing tools.
Portable gaming keyboards also exist, although they are a rarity come by. These will have fewer keys but will still be designed to let you navigate the core tenets of the game in a non-strenuous way and hopefully look good whilst doing so.
The pieces of tech that they lead up to, such as everyday keyboards, are still undoubtedly useful but can be a bit of an eyesore.
They are also not always ideal for traveling, with wires getting tangled, taking up extra space in your suitcase, and possibly getting in other people’s way on your journey.
The introduction of wireless keyboards has threatened to end much of that.
If you were previously tired of all the space on your desk is taken up by wires, then you may feel more comfortable getting a fully-keyed keyboard if it operates wirelessly and doesn’t make your working space look like a mess.
If you’re willing to risk running out of charge every now and then or are happy to trust in your ability to charge your keyboard regularly, then picking a Bluetooth piece of equipment is a great shout.
They’re also much better for many portable devices, which are often low on USB slots and so may not always be a reasonable choice for typing with a wired keyboard.
Both wired and wireless keyboards can be found with the full 104 keys or less.
Portable keyboards are more and more frequently also wireless, and so these are more likely to have less than the full 104 keys, but it should always be possible to check before making a purchase.
These two keyboards come with very similar shapes and layouts, but there’s a different feel between them when you’re typing.
Membrane keyboards are produced so that there is no space between each key. Each button is pressure sensitive since the keyboard’s surface is flat, meaning there’s no physical differentiation between each key.
These are usually very cheap but come with another big benefit that makes people choose them over a mechanical keyboard sometimes, regardless of the price.
Pressing a key on a membrane keyboard is silent, meaning you can type away to your heart’s content without worrying about disturbing anyone else.
Mechanical keyboards, on the other hand, are designed more like old-fashioned typewriters. They still use the QWERTY layout in most cases, as is the case with membrane keyboards, and are what most adults today will be most familiar with.
They’re more expensive than membrane keyboards on average but are reliable when it comes to recognizing when a key has been hit, and they are usually durable.
The space between keys and the feel of individual springs and switches that make up the distinctive feel of a mechanical keyboard also allows many writers to find a comfortable rhythm when using them and hit their highest words per minute rates.
As you can see, there are many different ways that keyboards are made, but did you know there’s actually a great deal of variety in how the keys are placed on them too?
Even within languages that use the Latin alphabet, you can find different designs of how the keys are laid out. The main ones are the QWERTY layout, which we’ve already discussed, and the QWERTZ and AZERTY layouts.
The QWERTZ layout is mainly used in central Europe and, like the QWERTY layout, is named after the first six letters of the top left of the keyboard. It’s the primary layout of choice in Germany, Austria, Switzerland, Croatia, and others.
The main difference this has the QWERTY keyboard is that the Z and Y keys are switched, mainly due to patterns in the German language. These include Z coming up much more frequently than Y, and Z and U spelling Zu, meaning ‘to’, making them ideal candidates to be placed next to each other.
The AZERTY layout is often used in countries such as France, Belgium, and Russia, although it is not necessarily always the main layout in those countries. There are variations within the AZERTY layout depending on the country in which it is produced for.
This layout goes back almost as far as the QWERTY layout, first being used at the end of the 19th century in France. That country still spends much time deliberating over the ideal layout for typing its language.
These countries still normally have 104 keys, with normal variations between different types of keyboards, such as portable and numeric devices.
Different combinations of keys are used, too, such as the Alt Gr T being used to put an accent above a typed E.
Some people also use the Dvorak keyboard layout. This was invented in the 1930s by Dr August Dvorak; his intention was to make typing as fast and efficient as possible.
This was done by putting the consonants and vowels that are most common on the home (middle) letter row, aside from U.
It is hard to measure accurately just how fast typists can churn out words using this layout since there is not a wide enough pool of users to compare it to QWERTY typists accurately.
However, the evidence that is available suggests that people who are used to the Dvorak keyboard can type as fast, if not faster, than those using QWERTY keyboards. There are also indicators that can help with the accuracy of typing.
The problem is encouraging the transition; with so many people already used to QWERTY keyboards, the teething period of trying to introduce a new layout widely would be painful for many keyboard users.
However, it’s easy enough to see if you like a different layout from the comfort of your own home. Almost all keyboards can be adjusted with the right software to change what appears on the screen with the same inputs.
It is easy to buy sticker sets online of all 104 keys that let you essentially remap the layout of your keyboard. With these, you could turn your QWERTY keyboard into a Dvorak keyboard or any other layout you wish.
If you’re really willing to commit, you cannot even buy keycap pullers, which let you remove the tops of your keys and place them down as you see fit.
If you’ve been typing for years, don’t expect the transition to be easy or quick. It will take a long time for your muscle memory to readjust, but you may get even better results when using a different layout.
However, expect a lot of complaints from unsuspecting people who come to use your keyboard if they’re suddenly faced with a completely different layout from what they are used to.
With most keyboards designed for desktops, you can be quite confident that there will be 104 keys available to you.
With laptops, however, there is a lot more variation as manufacturers are forced to consider how well the keyboard matches the screen whilst keeping things easy to use and providing you with enough functional capability.
Often, it’s the numeric keyboard that ends up missing out. On full-sized keyboards, this runs along the row above the letters and lets you also type symbols and punctuation. This means that you’re looking at ten or so fewer keys.
In many cases, the function keys will be integrated with the number keys so that one can be accessed by holding the FN key.
You may also still have the number keys to the right of your keyboard, which you may not be used to using but are just as simple to utilize once you get used to their position.
For the smallest laptops, you may just have access to the letter keys and a few more essentials. These could have as few as 50 keys, though one way or another, you should still be able to carry out all the same tasks, even if it requires a few extra steps.
The F keys, also known as Function keys, provide you with some handy ways of navigating and making the most of your computer.
They are usually lined across the top of your keyboard and labeled F1 through to F12. Their use can change depending on your computer or what program you’re using. Let’s have a look at some of the most commonly used and helpful function keys.
F2, F3, and F4 – On many computers, these are used to mute the volume, turn the volume down, and turn the volume up, respectively. Sometimes you’ll also have to hold the Fn key to access these functions. This is usually much easier than opening the taskbar or settings to change the volume.
F5 – This is mainly used as a shortcut for refreshing a browser page. Almost all modern internet browsers include this function. Holding the Ctrl key simultaneously will force a complete refresh, meaning the cache is also cleared, and everything is loaded from scratch.
F8 – Often used to enter the Windows start-up menu or access Windows Safe Mode, depending on what part of your computer’s software you’re currently navigating.
F10 – Used to enter BIOS set-up when the computer is booting, this key is indispensable to anyone who’s looking to fix a seriously damaged computer or is hoping to create a split partition or install a new operating system on their machine.
F11 – Allows you to enter full-screen mode on most modern browsers and many other programs. So don’t worry if the X in the top right corner suddenly disappears; you can still use this key to return to safety whenever you want!
F12 – Used both alone and in conjunction with other keys for a vast array of functions in Microsoft Word, such as opening, printing, or saving a document.
This is a long way from the full list of potential uses you can get out of the function keys. If you’re really confident, you can even map out your own uses for them.
Most new programs you see nowadays will also include a guide that lays out what keys can be used for. From speeding up your work tasks to improving your gaming performance, the function keys are just as important as many of the other keys on a keyboard!
That’s all there is to it. A detailed explanation of the number of keys on a computer keyboard.
Even though 104 keys are the most common number of keys on a computer keyboard, keep in mind that not all keyboards are made the same, so the number of keys on some keyboards may vary.
We hope you found this guide to be as useful as possible.
If there’s one certainty in life where Apple is concerned, it’s that it targets the premium end of the market. Apple would tell you that it aims to make the best products, and that these cost money to make. A more cynical observer might say that Apple aims to make the highest margins and makes the products (and adds the marketing) it takes to achieve this.
But either way, the company has always targeted those customers willing to pay the big bucks for premium products. That approach has meant that while Samsung sells almost twice as many smartphones as Apple, it’s the Cupertino company that hoovers up almost 80% of the total profits in the industry.
But there are signs that Apple may be broadening its horizons …
In a way, Apple has long aimed to have a range of products to appeal to consumers at different price points. In Macs, for example, we had the Mac Pro versus the iMac for the desktop market, and within the iMac range we have the 27-inch 5K flagship and the 21.5-inch 4K option at the more affordable end. For laptops, there’s the now very expensive MacBook Pro range at the top end while the MacBook Air still hangs in there at $999.
But the company has more recently been more actively targeting mid-market smartphone buyers by specifically designing products for them. There was the failed iPhone 5c initially, and the iPhone SE today. The latter also emulated the iPad mini in targeting both budget-conscious consumers as well as those of us who prefer a more pocketable device.
The iPhone SE has been a big success for Apple. It became the third best-selling smartphone in the U.S. and achieved even higher satisfaction ratings than later and more expensive models. It’s almost certain we’ll see a new model next year.
And just this year Apple launched a low-cost 9.7-inch iPad costing just $329, less than half the cost of the cheapest iPad Pro model, and roughly a quarter of the cost of the most expensive one. The company’s recent earnings reports strongly indicate that this has been a massive hit.
Finally, we come to services revenue. Tim Cook noted in the company’s Q2 earnings call that Apple’s services business was ‘well on the way‘ to the size of a Fortune 100 company in its own right – and confirmed that it hit this milestone in Q3.
Services revenue climbed 22% year-on-year to total $27.8B in the last 12 months. That’s not just a Fortune 100 sized business, but – as the WSJ noted – more than Facebook’s total revenue for 2024. As the above Business Insider chart shows, services are now worth more to Apple than either Mac or iPad.
The WSJ again:
“The business is really impressive when you think about it in terms of scale compared to other publicly traded companies out there,” said Jeff Dillon, chief executive of Jackson, Mich.-based Dillon & Associates, which counts Apple among its largest holdings. “There’s a long runway to go there.”
That ‘long runway’ is another way to say that the more hardware devices you sell, the more money you stand to make from services. Apple’s 30% share of app sales is a big chunk of it, of course, but there’s also its take from other iTunes sales, Apple Pay, iCloud storage, Apple Music and its doubtless profitable AppleCare business.
In fact, if you look at the trends in Apple’s income, growth in iPhone, iPad and Mac sales is all below that seen in 2024. But services revenue is soaring.
That’s not to say that Apple is going to head too far downmarket. The App Store makes twice as much money as Google Play despite a much smaller market, and that’s precisely because Apple targets better-off consumers who are willing to spend more on apps and other services. But targeting the mid-market should significantly increase its market for services income.
And the killer feature of services revenue is that it’s recurring – and even does so reliably in the case of subscription services like iCloud storage, Apple Music and Apple’s cut of in-app subscriptions. That’s particularly important at a time when people are holding onto hardware longer.
And there’s one especially attractive element of the mid-market: students, and those early in their careers. There’s a decent chunk of these people who would like to buy Apple kit but can’t quite manage or justify it at present. If you can bring them into the ecosystem now, they will become premium product customers in the future.
So it makes perfect sense for Apple to broaden its target customer base. It will never go after the budget market – the hardware margins are too slim, and the prospect of significant services sales too poor. But going after the mid-market is a gain in the short-term, and likely a far bigger win in the long-term.
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Windows 11 may look like it has undergone a cosmetic change over Windows 10, but looking at the Windows 11 system requirements, it seems there is more to it under the hood. It seems Windows 11 is only going to run on recently-released PCs and not older computers. We have even written a quick guide to check if your Windows 10 PC can run Windows 11 using the PC Health Check app. But if you want to learn about the detailed Windows 11 system requirements, jump to our explainer below.Windows 11 System Requirements Detailed
Here are the minimum system requirements for running Windows 11 on a laptop or desktop. If we take a good look at the requirements, it seems even some newer-built desktops won’t be able to run Windows 11 as largely motherboards tend to not come with TPM onboard, let alone TPM 2.0. Some motherboards do come with fTPM support, which should make way for Windows 11.
Not to mention, the 64-bit processor requirement makes it clear that Microsoft wants to do away with older PCs. Interestingly, Microsoft has not mentioned any specific hardware requirements to run Android apps on Windows 11. The support for Android apps is made possible by Intel Bridge Technology. Will Windows 11 running on AMD processors be able to run Android apps? We don’t know yet.
Processor: 1 gigahertz (GHz) or faster with 2 or more cores on a compatible 64-bit processor or System on a Chip (SoC)
Memory: 4 GB RAM
Storage: 64 GB or larger storage device
System firmware: UEFI, Secure Boot capable
TPM: TPM Trusted Platform Module (TPM) version 2.0
Graphics card: Compatible with DirectX 12 or later with WDDM 2.0 driver
Display: High definition (720p) display, greater than 9-inch diagonally and 8 bits per color channel support
Internet connection and Microsoft accounts: Windows 11 Home edition requires internet connectivity and a Microsoft account to complete device setup on first use. Switching a device out of Windows 11 Home in S mode also requires internet connectivity.Feature-specific Requirements for Windows 11
Apart from the minimum system requirements for Windows 11, Microsoft has also detailed specifications for using some of Windows 11-specific features. You can read them here, but here is the gist.
5G support, of course, requires a 5G capable modem.
Auto HDR support requires an HDR monitor.
Bit Locker to Go requires a USB flash drive and will be available in Windows 11 Pro and above editions.
Client Hyper-V requires a processor with second-level address translation (SLAT) capabilities. It will be available in Windows Pro and above editions.
The use of Cortana requires a microphone and speaker. It is currently available on Windows 11 for Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Spain, United Kingdom, and the United States.
Direct Storage requires 1 TB or greater NVMe SSD to store and run games that use the “Standard NVM Express Controller” driver and a DirectX 12 Ultimate GPU.
DirectX 12 Ultimate is available with supported games and GPUs.
Presence requires a sensor that can detect human distance from the device or intent to interact with the device.
Intelligent Video Conferencing features require a video camera, microphone, and speaker.
Multiple Voice Assistant (MVA) also requires a microphone and speaker.
The three-column Snap layout requires a screen that is 1920 effective pixels or is greater in width.
Mute/ Unmute from Taskbar requires a video camera, microphone, and speaker. The app must also be compatible with feature to enable global mute/ unmute.
Spatial Sound also requires supporting hardware and software.
The Microsoft Teams integration in the taskbar requires a video camera, microphone, and speaker.
Touch support requires a screen or monitor that supports multi-touch.
Two-factor authentication requires the use of a PIN, biometric (fingerprint reader or illuminated infrared camera), or a smartphone with Wi-Fi or Bluetooth support.
Voice Typing feature requires a PC with a microphone.
The handy Wake on Voice feature requires a Modern Standby power model and microphone.
Wi-Fi 6E requires new WLAN IHV hardware and driver and a Wi-Fi 6E capable AP/ router, as per the official Windows 11 system requirements list.
Windows Hello biometric authentication requires a camera configured for near-infrared (IR) imaging or a fingerprint reader. Devices without biometric sensors can use Windows Hello with a PIN or a portable Microsoft security key.
Windows Projection requires a display adapter that supports Windows Display Driver Model (WDDM) 2.0 and a Wi-Fi adapter that supports Wi-Fi Direct.
The Xbox app requires an Xbox Live account, which is not available in all regions.Check out Minimum Hardware Requirements to Run Windows 11
From a shaky campaign structure to budget struggles and poor landing page experiences, no one is safe from the common challenges practitioners face in search marketing. You could be a seasoned Google Ads vet or still learning PPC and face issues that might feel like this:
If this resonates with you, you’re not alone. It’s totally normal for accounts to fall victim to search marketing pitfalls every now and again. However, as you’re busy running your business or managing your agency, you might be feeling the pressure to resolve any Google Ads issues ASAP—especially since you have your client’s (or your own) money on the line. That’s why we talked with industry experts to get answers to your burning search marketing performance questions, like:
Why are your Google Ads not performing well?
How can you fix Google Ads that are not working?
What are some ways to improve Google Ads campaign performance?
With this roundup, we’ll address both the problem and the solution to anything search marketing platforms throw your way.
Let’s dive right in!Top reasons your Google Ads aren’t working
Google Ads not working the way you’d like? Here are some of the top reasons why and how to resolve these issues:1. Lack of expertise
No one knows everything there is to know about search marketing. Plus, it can be hard to find time to familiarize yourself and your team with the latest PPC best practices while also managing your agency or business.
“Search engine marketing is a complex and confusing path to navigate! It takes time, experience, and knowledge of the fast-paced, ever-changing world of search,” said Vanessa Taylor, Senior Multimedia Sales Executive at LocaliQ.
However, a lack of expertise when it comes to your Google Ads campaigns can lead you down a rabbit hole of performance issues.
The saying “you don’t know what you don’t know” applies here. If you’re unsure of what to look out for in your account, your Google Ads campaigns won’t perform well since there may be gaps in your optimization strategy.
Dedicated training materials and resources. There are ways you can educate yourself and your team to get a better understanding of the behaviors of different types of Google Ads campaigns. Try checking out free online Google Ads resources like blogs, webinars, video courses, and more that you and your team can use. Check out our post on expert Google Ads tips to start!
Consistent team check-ins. Every skill needs sharpening once in a while. Be sure to clearly and consistently communicate with anyone working on your Google Ads campaigns to be sure there aren’t any bits of information slipping through the cracks. Plus, with Google Ads updates and other platform changes being a constant in the search marketing space, you’ll want to ensure you and your team are adjusting your campaigns with the most up-to-date information.
“When working with a partner, business owners can rest assured they have a team of experts using proprietary technology, premier partnerships, and best practices to take on the daunting task and achieve maximum results and ROI,” said Vanessa.2. Incomplete keyword research
Use keyword research tools to find new keywords. The quickest and easiest way to keep up with your PPC keyword research is to leverage online tools that can source and organize terms for you. For example, WordStream’s Free Keyword Tool can pump out keyword ideas organized by cost and competition in just one simple step.
Practice routine keyword cleanup. Regularly checking in on your keywords is vital to the health of your Google Ads campaigns. If you don’t have time to do this yourself, there are plenty of online solutions out there. For example, LocaliQ’s platform implements cutting-edge technology to adjust keywords (and negative keywords) in your campaigns automatically.3. Unclear campaign structure
“Items that impact your structure can range from your keyword match types and location setting to extension settings and more. Campaign structure is a combination of art and science,” said Margo Bernstein, Senior National Digital Marketing Consultant at LocaliQ.
In short, a shaky campaign structure can snowball into major Google Ads issues.
Be flexible enough to test different campaign structures. Just like how the landscape of search marketing ebbs and flows, so should your campaign structure.
Use industry insights to fully understand your campaign structure options. There are plenty of Google Ads campaign structure resources out there that break down the pros and cons of various strategies. Don’t be afraid to take a few extra minutes to weigh out your options—as determining the right campaign structure for your account may require a mix of different approaches.
“Google says jump and you need to say how high! Understanding what Google and other search engines are looking for in your campaign structure is key,” said Margo.4. Overlooked campaign settings
If your Google Ads aren’t working for you, you may need to take another look at your campaign settings. Although your campaign settings are among the first few steps you do when you begin Google Ads, they’re not meant to be chosen during the set-up process and then forgotten.
For example, you might choose one type of bidding strategy as you start your campaign, but later switch your conversion action tracking or budget without also changing your bidding. Forgetting how certain campaign settings interact with one another, like bidding strategy, location, ad rotation, and more, can totally throw off your Google Ads campaigns.
Evaluate all your campaign settings options first. Take some extra time during your planning process for your business’s or your client’s search strategy.5. Lack of resources
Let’s face it: in an ideal world your business would have endless resources to spend on your Google Ads campaigns. However, that’s not always realistic, and that’s okay! But you do need a minimum amount of time, expertise, and marketing budget to find success on Google Ads.
Outsourcing to a partner when possible. You don’t have to pull time or expertise out of a hat while you’re busy running your business or agency. A marketing partner does the heavy lifting for you so you don’t have to invest in additional in-house resources.
Leveraging marketing tools and machine learning to take extra work off you and your staff’s plate. There are plenty of ways to incorporate AI in marketing to save you time and money when running Google Ads. For example, LocaliQ’s proprietary technology makes data-backed optimization decisions for your accounts in real time. Alternatively, finding free, online tools can also be a time-saver when you need a quick solution in a pinch.6. Goals and expectations aren’t correctly set
Goals lie at the heart of any Google Ads strategy. Without the right goals and objectives, you’ll have no way to accurately measure how your Google Ads are performing. Taking time to dig into the ideal results you’re looking to achieve in search marketing can make all the difference.
Outline SMART goals with clients or staff. One way to speed up your goal-setting process is to stick with the SMART method. This gives you a quick and easy-to-follow guideline to ensure your Google Ads goals are specific, measurable, achievable, relevant, and timely.
Clear and consistent client communication throughout the onboarding process. Communication is key when it comes to setting your search marketing up for success. Clearly outlining what your business or your clients should expect before, during, and after their Google Ads campaign buildout is crucial to avoiding headaches down the line.7. Reporting and tracking struggles
Once you have your Google Ads strategy up and running with goals clearly outlined, you’ll need to accurately track and report on your progress. Setting up your conversion actions and reports in platforms like Google Ads or Google Analytics is no simple task. However, reliable measurement is vital to the growth of your campaigns.
Set up a reliable reporting method to stick with ahead of time. Decide which route of reporting works best for you or your client—whether that be Google Ads and Analytics, Google Data Studio, or a third-party tool.
Test conversion tracking before campaigns go live. Once you get your Google Ads conversion tracking set up, try testing a few different conversion paths to ensure you can trust any data that comes in once your campaigns are fully running.8. Budget management
Advertising on Google is a key initiative for any business—and with that comes major marketing budget decisions.
“An elephant-in-the-room reason SEM campaigns don’t perform is budget. Sometimes clients don’t have the budget needed to be competitive, but they want to run the campaign anyway,” said Erin.
If your Google Ads aren’t working, it could be a sign that your budget simply isn’t high enough. While you don’t need a monster budget to see success in search marketing, you do need to stay on top of any budget fluctuations throughout the year. As the performance of your campaigns ebbs and flows, your budget will follow suit.
“It’s so important to look at impression share and keyword costs upfront so you can develop a program that can be effective. Shrink the scope so you can grow later if need be,” said Erin.
Leave wiggle room when it comes to deciding on a search marketing budget. You’ll want to be flexible enough to account for changes in the market.
Be ready to adjust the budget based on performance. Having your heart set on one specific budget number is just not realistic when you consider the changes your campaigns will likely go through. Being ready to adjust your budget based on the needs of the account and the business will save you from wasted spend in the long run.9. Poor landing page experience
“Bad landing pages can absolutely kill SEM campaigns. Think about where the user’s head is at and what their experience is when they arrive on your site. Is it immediately building trust, reinforcing value, and making the key action as frictionless as possible? If not, your conversion rate will suffer,” said Erin.
“From a technical perspective, is the page loading fast and optimized? If not, your Quality Score will tank and you’ll be overpaying for keywords,” said Erin.
The best landing pages are conversion-friendly. This means that your landing page should be responsive for mobile devices, easy to navigate, and include a clear call to action to take the guesswork out of turning prospects into customers.How your Google Ads not working could be the key to unlocking success
The silver lining in all these Google Ads issues is that there are solutions to fix them. The first step to fixing an issue is identifying the problem. When you understand why your Google Ads might not be working, you can start uncovering how to fix it. Plus, if you’re ever truly stumped, our team of experts are here to help.
To recap, the top reasons why your Google Ads campaigns aren’t working are:
Lack of expertise
Incomplete keyword research
Unclear campaign structure
Overlooking your campaign settings
Lack of resources
Goals and expectations aren’t correctly set
Reporting and tracking struggles
Poor landing page experienceSusie Marino
Susie is a senior content marketing specialist at LocaliQ where she uses her experience as a PPC consultant to share tips, tactics, and best practices. Outside of work, Susie loves to get outside for some snowboarding or (once the cold weather melts away) hiking!
Other posts by Susie Marino
At the peak of Q1’s bullish momentum, CRO was among the top-10 tokens held by the top 100 ETH Whales. However, according to Whale Stats, interest dropped in Q2, with CRO ranked no. 36 among the top ETH Whale holdings as of press time.
With this sharp U-turn among ETH whales, how do the Q2 2023 odds stick up for CRO? Let’s explore the charts for some cues.CRO on a long-term downtrend; faces key price floor
In early 2023, bulls found steady ground at $0.055 and fronted a rally. The upside move coincided with a strong BTC rally from $16k to $28k in Q1.
Although CRO hiked by over 50%, closing above $0.085 between January and February, the Q1 overall performance eased to around 25% after a sharp retracement in March.
The overall price action since Q1 2023 chalked a range (yellow) with extreme levels at $0.055 (January/December lows) and $0.0867 (Q1 price ceiling).
In April and May, CRO recorded mixed results. It consolidated narrowly between $0.066 and $0.071 in early April before rallying to $0.084 at the end of April.
In May, CRO reversed all the recovery gains made since mid-March. It plunged from $0.084 in late April to around $0.059 at press time.
The price hovered below the March swing lows at press time. Now, CRO could retest the range lows/December lows of $0.055, with Bitcoin [BTC] back to the $26k zone at the time of writing.
A weak BTC could tip sellers to extend gains to the immediate support level and price floor of $0.055. The level was also a price floor back in December 2023.
It remains to be seen if bulls will defend it again. If that happens, CRO could see a recovery, especially if BTC reclaims $28k and surges.
However, if the $0.055 price floor cracks, sellers could seek extra gains at $0.04 or $0.02.
The OBV was relatively flat throughout May, denoting stagnated demand for CRO. But the RSI retreated to the lower range in the same period, highlighting increased selling pressure.An uptick in OI in mid-May didn’t pump CRO
How much are 1,10,100 CROs worth today?
Despite the rising selling pressure in May, there was a sharp uptick in open interest (OI) in mid-May. The OI rose from less than $5 million to over $6.5 million in mid-May, but CRO prices didn’t react as much.
On the on-chains metrics front, CRO saw a sharp spike in supply on exchange in early May. The move coincided with a breach of the mid-range level of $0.071, exposing it to more aggressive selling.
The spike in supply on exchanges denotes a rise in short-term selling pressure. The metric hasn’t declined since its sharp rise in May, confirming sellers’ upper hand.
Interestingly, there were a handful of whale transactions despite ETH whales preferring other altcoins over CRO.
However, it remains to be seen if whales will inflict a reversal at the price floor of $0.055. So far, the U.S has overwhelmingly passed the U.S debt ceiling deal, which has curtailed the market for days.
Now, the focus remains on the FOMC meeting in mid-June. Hence, Q2’s bearish pressure isn’t over yet.
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