In my previous article, I spoke about the new trend coming from Japan about how to structure our Google Ads accounts in an efficient way, in that article I also pointed out that this approach, had already been used in Japan for more than two years. Then it was reinforced with a new system: Gorin. And it even evolved even further and now they apply a new and improved system: Mugen.
In this article, I will try to make some clarity on what is Gorin and what this means for us as advertisers. As you read in my previous article the essence of Hagakure was the simplification of the account structure. Well Gorin was an update from Hagakure. It came with other new advances in automation. Extended announcements arrived, new extensions were added, and new automated bidding strategies appeared.
GORIN appears
Approximately two years after the concept of hagakure was advocated, Google came to advocate a new concept of GORIN based on hagakure.
The concept of GORIN is to deliver the information requested by users correctly and at the right time.
Gorin’s idea, besides simplification, was to improve the information given to users. More relevant information for the user and better campaign performance, also driven by these new, smarter additions.
User behavior has become more complex and diversified, making manual ad optimization difficult, while improving machine learning accuracy to maximize ad delivery performance.
According to Google Ads, GORIN is made up of five elements.
(1) Simplification
First of all, it is necessary to simplify the account design according to the Hagakure concept. As mentioned above, it was difficult for the data to accumulate in the account design in which the ad group and below were subdivided. By functioning so that the account design is simplified and data is easily accumulated, the automation works accurately and the advertisement distribution can be optimized. Also, Google Ads recommends 3 to 5 ads for each ad group.
(2) Reach
If there are a few impressions of the advertisement, data will not be accumulated even if the account design is simplified. Therefore, it is necessary to design with a wide reach in order to collect data. Countermeasures include distribution to search partners and set to prevent the loss of impression share due to budget.
(3) Targeting
You need to accurately identify and target the users you want to deliver. However, if you just expand your reach, it may be delivered to users who have no interest in advertising, which may waste advertising costs. By delivering advertisements with appropriate targeting that suits your purpose, you can eliminate the consumption of advertising expenses due to unnecessary exposure.
(4) Advertising format
We aim to improve the position of ads so that they can be easily seen by users. By using expanded text ads and setting multiple ad display options, you can increase the area of the ads that are displayed. By devising the ads so that they are easy to catch, you can ventilate the user’s attention and collect high-quality clicks.
(5) Effect measurement
The KPI (important evaluation index) differs depending on the business, so it is necessary to measure the effect according to the purpose. For example, different actions are required depending on whether the purpose is to raise awareness or increase access to the site. In the former case, we want to make it visible to many users, so we need to make adjustments to maximize impressions. In the latter case, you need to change it according to the purpose, such as adjusting to increase the number of clicks to the site. It is also recommended to use attribution models to assess the process of achievement.
Next evolution: The role of 2-3.3A
In 2018, the technology for Internet advertising further developed, and “3A (3 A)” was announced as a framework for maximizing machine learning functions.
The three A’s are:
- Audience (use of new audience)
- Automation (introduction of automation)
- Attribution (adoption of attribution model)
At Hagakure, we constructed an account that is easy to optimize, and at GORIN, we used it for targeting and verifying integrated data.
At 3A, we aim to maximize conversions by utilizing automatic bidding and by evaluating indirect conversions as well. In that sense, it can be said that the shape is similar to MUGEN this time.
Next article, I will explain “Mugen” recommended by Google, but once again, understanding and practicing the past frameworks Hagakure, GORIN, and 3A are essential for implementing MUGEN, so do not try to start from the last, always try this changes from the beginning and step by step, in this world, the shortcuts will bring you away from your destiny
The Internet advertising area is getting more complicated year by year, but I will try to be a medium that allows information to be shared as easily as possible.
If you want to check the latest information about Paid Search or Digital marketing trends, feel free to contact me