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Three Basic Categories of Google Ads Bidding



There are only two certain things in life: death and Google Ads updates. Google makes updates to its ads platform on a monthly basis and most of these are small changes or new features types to test out. However, every year or so Google loves to rock the boat with removing or adding a new bid strategy. Don’t worry, you haven’t missed any big news recently! However, given pivotal shifts in strategy all markets have undoubtedly had to make in these uncertain times, let’s take some time to review our current bidding strategy options and how best to use them!

If you or your client is primarily concerned with profitability, Google offers two types of bidding strategies that will allow you to up your PPC game while working within a pre-set KPI.

Target Cost Per Action (CPA) Bidding

Target CPA bidding is a smart bidding strategy that gives Google almost total control over your bids, leaving your hands free to focus on other aspects of your account. Target CPA bidding allows you to set a specific cost per action that you do not want to go over, ensuring you are not going after “unaffordable” conversions. So, for example, if you are selling a pair of shoes for $60 it wouldn’t make sense for you to pay $60 for a conversion, as it would completely wipe out your revenue. Instead, you’d want to set a much lower CPA goal, maybe $10, to ensure you are going after the most profitable converters. Setting this CPA goal tells Google’s algorithm to only bid on searches by customers that it identified as likely to convert within this $10 restriction. If you or your client is highly focused on efficient spend and revenue, this is a great bid strategy to leverage. 

Target Return On Ad Spend (ROAS)

Much like Target CPA bidding, Target ROAS is super valuable to the revenue-focused client, particularly in the e-commerce realm. One benefit of eCommerce businesses is that we can easily quantify sales or assign value to them. Therefore, it is easy to calculate a return on investment, or in PPC terms, return on ad spend. Of course, all brands want to see a return. However, because eCommerce clients have a set dollar value assigned to each product, we can optimize ad spend to stay within a margin of return. Therefore, if you have a brand that wants to generate 5x the revenue from the cost it takes to generate a conversion in PPC, your ROAS goal is going to be 500%. Google’s Target ROAS smart bid strategy allows you to input that goal then tells its algorithm to only go into auctions it deems as likely to convert at or above that 5x margin. Again, this is a great option for clients with KPIs heavily centered on return, however, it is best suited for eCommerce clients with specific product values. This is because in eCommerce businesses product values differ. For example, one pair of shoes may cost $60, while another costs $120. If our KPI is 5x ROAS then we are willing to pay only $12 for the $60 conversion but $24 for the $120 conversion. Target ROAS bidding gives Google’s algorithm room to adjust based on product price, unlike Target CPA.

If your brand is less concerned about ROI, but is primarily focused on maximizing conversions or conversion value as is possible with the given budget, then choose one of these bid strategies.

Maximize Conversions

This is another smart bidding strategy that gives Google total control at auction time. However, this strategy is tailored to spend your entire budget and bring in as many conversions as possible. That’s it, pretty straight forward. The one caveat to this is that you can set a max. CPC to ensure you aren’t paying an outrageous amount for a click. However, be careful in setting this. You will want to be generous with your CPCs to ensure Google’s algorithm can work its magic, if you set a low CPC, you will be restricting yourself just as you would with manual bidding!

Maximize Conversion Value

Just as with Target CPA and Target ROAS, there is a very subtle difference with Max. Conversion and Max. Conversion Value bidding. Maximize Conversion Value bidding is, again, a smart bid strategy but is more tailored for ecommerce clients. Like Target ROAS, Max. Conversion Value operates based on a product dollar value. With this bid strategy, Google’s algorithm is going to go after conversions likely to bring in the most dollars. This strategy will maximize the revenue from sales generated through PPC.

If handing over the reigns to Google seems like a scary prospect, or if you’ve tested out smart bidding with less-than-desirable results and would prefer to stick with manual bidding but with a liiitttle bit of help from Google then this next bidding strategy may be for you:

Enhanced Cost Per Click (ECPC)

ECPC bidding allows you to set and adjust your bids manually, which admittedly takes some time. However, this setting gives Google some leeway in changing those bids at auction time. Basically, if you’ve set your bid cap at $10, but Google’s algorithm feels certain that you can win a particular auction at $10.05, it will adjust your bids accordingly. 

Finally, if your campaign goals are not based on driving conversions or revenue, but rather you are wanting to drive awareness and get your brand name out there, then none of the above strategies matter to you! Instead, you will want to focus on showing in the SERP and traffic to the website, which can be done with the final two bid strategies.

Top Impression Share Bidding

If your plan is to dominate the market and show for every relevant search or always show above a competitor, then this is the strategy for you! Top IS bidding is Google’s newest bid strategy, having replaced position-based bidding in 2019. 

Top IS bidding allows you to tell Google:

  • How often you want to show up in search results
  • How often you want to show on the first page   OR
  • How often you want to show in the very top placement

Then, its algorithm optimizes for that goal. The most common setting for any of these placement options is 100%, because why use impression share bidding if you only want to show up part of the time? Just like Maximize conversions, you are able to set a max. CPC, here again, however, you want to be careful with this because setting a 100% impression share goal and then setting an extremely low max. CPC is unrealistic and will not yield the results you want. 

Maximize Clicks

Since Maximize Clicks is optimizing for the most click-through traffic as possible, it is pretty straight forward. With this bid strategy, all you need to do is set a daily budget and Google will take care of the rest! Its algorithm will work behind the scenes to generate as many clicks to your website as your budget will allow. This strategy is great if you want to generate brand awareness or if you want to jump-start a new campaign by bringing in a lot of data, faster. By getting as many clicks to a website as possible, you can more quickly identify what type of users are most likely to convert – their interests, demographic sets, etc. Then use that knowledge to drive future optimizations!

And that’s it! Outside of manual bidding, these are your options for search in Google! It is always recommended to test one of these strategies before overhauling your whole account because while they all sound good on the surface, you never know what kind of results your brand is truly going to get. Also, when testing out these strategies, remember that Google’s algorithm has a learning period. So you may see some wonky performance for the first few days of the test. However, if you stick it out and test these methods one by one – you may just hit a huge win for your account!

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



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




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.


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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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