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GOOGLE

4 Google Ads Automated Rules To Try

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4 google ads automated rules to try

Lately, I have been embracing automation more and more. Used correctly, automation works as your sidekick in fine-tuning your campaigns. Automated rules, scripts, and third-party tools should be used in addition to your normal everyday management.

Today I want to review the Google Ads automated rules available to advertisers. In particular, I’m going to share four rules that have become commonplace in my accounts. Before sharing these rules, I’ll emphasize that thresholds will be different in all accounts. For example, I might pause keywords in my account that haven’t converted in the last 30 days and have received at least 45 clicks. For you, these thresholds may be different depending on your account-specific intangibles. It’s important to understand why you are running the rule and to adjust thresholds accordingly.

Rule 1 – Increase CPC Bids

This rule reviews all your enabled keywords and increases bids whenever certain requirements are met. The goal of this rule is to gain additional exposure for converting keywords that are under cost per conversion goal.

The example below showcases a rule that runs weekly, increasing CPC bids by 25% on keywords with CPAs below $10.

Increase CPC Bids for PPC Rules

With this rule, we’re telling Google to increase bids for terms under cost per conversion goal that have less than 40% Top Impression Share. The Impression Share threshold is set so keywords already appearing in the top positions of the SERP fairly often don’t receive higher bids (where they would potentially spend more and increase cost per conversion).

We’re also setting a threshold for the max bid. In other words, no matter how well the keyword is performing, we never want to bid above $2 because at that cost we lose profitability. As a final note, the brand campaign is not included in this rule. Due to the importance that branded campaign conversions and revenue have on the overall account, I want to ensure that I make all bid changes manually.

Rule 2 – Pause Ineffective Keywords

The purpose of this rule is to review and pause non-converting keywords. The timeframe used in the example below is sixty days. I believe this threshold to be a generous window to determine whether or not a keyword is performing.

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It is also important to consider assisted conversions. With this rule, we’re isolating keywords that are doing very little to help last-click conversions, and then we’re pausing them. If you know that certain keywords rarely drive large last click volume, but play a vital part in the top of the funnel, make sure you take that into consideration when using this rule.

Rule 3 – Increase Bids on Low IS

This rule ensures you are showing at least half the time on top-performing keywords. It uses three simple metrics – conversions, search lost IS (rank), and cost per conversion.

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These numbers will obviously vary depending on the account and goals. However, you’ll notice this rule doesn’t contain a branded campaign qualifier like the other rules. As an additional automated rule, you could duplicate Rule #3 and make it specific to your brand campaign, but with more aggressive impression share qualifications. This would help keep a constant pulse on your branded impression share.

Rule 4 – Receive Emails for Ineffective Ads

This rule is the same as the ineffective keyword rule, with two differences. The first difference is that instead of keywords, we’re looking at ads.

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The second difference is that this rule emails you instead of making the changes. You should always have at least three ads running in every ad group, but unfortunately, this sentiment isn’t always practiced. With Google sending an email, you can review each ad group and pause accordingly. And if there are only one or two ads, write another!

Conclusion

The rules I’ve laid out are a good start for automating aspects of your account. You can go more in-depth with these rules, but remember that automation is meant to help; not replace the human touch. Be willing to explore automation while ensuring that it doesn’t replace your efforts.

What are some rules that you set up in your accounts? Leave your comments below!

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Post updated by Connor Regan (prior post date: 4/2/18)

PPChero.com

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GOOGLE

This Week in Search News: Simple and Easy-to-Read Update

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This Week in Search News: Simple and Easy-to-Read Update

Here’s what happened in the world of Google and search engines this week:

1. Google’s June 2024 Spam Update

Google finished rolling out its June 2024 spam update over a period of seven days. This update aims to reduce spammy content in search results.

2. Changes to Google Search Interface

Google has removed the continuous scroll feature for search results. Instead, it’s back to the old system of pages.

3. New Features and Tests

  • Link Cards: Google is testing link cards at the top of AI-generated overviews.
  • Health Overviews: There are more AI-generated health overviews showing up in search results.
  • Local Panels: Google is testing AI overviews in local information panels.

4. Search Rankings and Quality

  • Improving Rankings: Google said it can improve its search ranking system but will only do so on a large scale.
  • Measuring Quality: Google’s Elizabeth Tucker shared how they measure search quality.

5. Advice for Content Creators

  • Brand Names in Reviews: Google advises not to avoid mentioning brand names in review content.
  • Fixing 404 Pages: Google explained when it’s important to fix 404 error pages.

6. New Search Features in Google Chrome

Google Chrome for mobile devices has added several new search features to enhance user experience.

7. New Tests and Features in Google Search

  • Credit Card Widget: Google is testing a new widget for credit card information in search results.
  • Sliding Search Results: When making a new search query, the results might slide to the right.

8. Bing’s New Feature

Bing is now using AI to write “People Also Ask” questions in search results.

9. Local Search Ranking Factors

Menu items and popular times might be factors that influence local search rankings on Google.

10. Google Ads Updates

  • Query Matching and Brand Controls: Google Ads updated its query matching and brand controls, and advertisers are happy with these changes.
  • Lead Credits: Google will automate lead credits for Local Service Ads. Google says this is a good change, but some advertisers are worried.
  • tROAS Insights Box: Google Ads is testing a new insights box for tROAS (Target Return on Ad Spend) in Performance Max and Standard Shopping campaigns.
  • WordPress Tag Code: There is a new conversion code for Google Ads on WordPress sites.

These updates highlight how Google and other search engines are continuously evolving to improve user experience and provide better advertising tools.

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AI

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

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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

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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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