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How to best utilize the networks within Google AdWords

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how to best utilize the networks within google adwords

30-second summary:

  • Google networks can be tricky when deciding which ones are best for your goals and budget
  • Three tips that will help you to utilize the networks strategically
  • You first need to understand the difference before selecting a network
  • Clean data is key when analyzing performance, so it is best to keep network targeting separately
  • Where a user is at in the conversion funnel will tell you if the network brings conversions
  • By having two different campaigns that are network specific, you will be able to properly target your audience with clear messaging while being able to access key data points quickly and accurately

There are two networks within Google AdWords – display and search. When you set up a campaign for the first time, you may notice an option to add either one of these within the settings.

The search network ads appear on Google’s search results page, and the display network ads appear on sites, videos, and apps. But what looks like a good idea to get more visibility, may not help you in the end when measuring performance.

Google AdWords - Search and display

To reap the benefits of both search and display, you need to be strategic about how you are targeting users on these platforms. Here are three tips for utilizing the networks within Google AdWords:

Tip #1: Know the difference

Display select versus display network are different even though the listing of display network in your settings can be a little misleading. The display select is a hybrid campaign model. While you can take your search network ads to the next level by adding them to display, it is not ideal for tight budgets.

By nature, the display network expands its reach to a broader audience. When you add this option, you are releasing control over to Google. By keeping everything in search, you are targeting an active user who wants to find something relative to the keywords within the campaign.

The display network will boost visibility, but it is not as targeted and should not be used by those with a smaller budget. When users are on even display select, they may not be ready to buy. In fact, these users are far out in the conversion funnel. Accomplishing clicks is not easy in this network with an ad-driven by copy.

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For those who need to increase awareness, then display is for you. Ad space on the network is great, so you can reach and broaden your audience.

Tip #2: Make sure data is clean

If you are using a search network with display select, then your data may not be as clean. The search network has a higher click-through rate (CTR) than the display. So, if you are looking at the overall data of the campaign, you may not be able to get a quick and accurate look at performance.

The impressions and clicks generated by the display network are not applied to the keywords within your campaign. The reason for this is because those impressions and clicks are not actually “search”. Therefore, to truly evaluate performance, you need to take a deeper look.

Google AdWords - Search and display data

To measure, you need to go to each individual ad group in Google AdWords and look at how the display select and the search network are each performing. Users are in different places within the conversion funnel, so it is important to understand the industry benchmarks for each network when measuring data. Therefore, it is recommended to divide the campaigns when using both of Google AdWords’ networks.

Tip #3: Understand the conversion funnel

The conversion funnel is made up of different stages, such as awareness, consideration, and decision. When a user is on the display network, they are most likely in the awareness stage. When a user is in the search network, they are at the bottom of the funnel. These users know they want to buy a product or service, but they are evaluating where to buy it.

The reason you need to understand the funnel is not only from a data perspective, but it is also for creating quality ad copy. Your messages should be appropriate for where that user is in the conversion funnel. You would never ask someone to buy from you if you just met them at a networking event. It is important to meet the user where they are at by creating ad copy that is relevant.

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A dual-network strategy is not for everyone. So, before diving into both, determine your goals and evaluate if both will help you to meet them. By having two different campaigns that are network-specific, you will be able to properly target your audience with clear messaging while being able to access key data points quickly and accurately.

Ashley G. Schweigert is Owner at Marcom Content by Ashley, LLC.

Search Engine Watch – PPC

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GOOGLE

Google Warns About Misuse of Its Indexing API

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Google Warns About Misuse of Its Indexing API

Google has updated its Indexing API documentation with a clear warning about spam detection and the possible consequences of misuse.

Warning Against API Misuse The new message in the guide says:

“All submissions through the Indexing API are checked for spam. Any misuse, like using multiple accounts or going over the usage limits, could lead to access being taken away.”

This warning is aimed at people trying to abuse the system by exceeding the API’s limits or breaking Google’s rules.

What Is the Indexing API? The Indexing API allows websites to tell Google when job posting or livestream video pages are added or removed. It helps websites with fast-changing content get their pages crawled and indexed quickly.

But it seems some users have been trying to abuse this by using multiple accounts to get more access.

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Impact of the Update Google is now closely watching how people use the Indexing API. If someone breaks the rules, they might lose access to the tool, which could make it harder for them to keep their search results updated for time-sensitive content.

How To Stay Compliant To use the Indexing API properly, follow these rules:

  • Don’t go over the usage limits, and if you need more, ask Google instead of using multiple accounts.
  • Use the API only for job postings or livestream videos, and make sure your data is correct.
  • Follow all of Google’s API guidelines and spam policies.
  • Use sitemaps along with the API, not as a replacement.

Remember, the Indexing API isn’t a shortcut to faster indexing. Follow the rules to keep your access.

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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.

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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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