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How Learning Python Can Improve Your PPC Campaigns

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Python has a major focus in SEO but what about PPC? The two disciplines are often treated as polar opposites but they share common goals and adding a bit of Python to a PPC campaign can do wonders for improving conversions, CTR, and time spent.

But before we have a look at how Python can boost your PPC performance, we need to outline what the language is all about.

What is Python?

Python is a programming language created by Guido van Rossum in the 1980s and publicly released in 1991. van Rossum wanted Python to emphasize code readability with five philosophical pillars:

  • Beautiful is better than ugly
  • Explicit is better than implicit
  • Simple is better than complex
  • Complex is better than complicated
  • Readability counts

Its structure and syntax help users to write logical code regardless of project size.

Companies that use Python include Google (naturally), Netflix, YouTube, NASA, IBM, Mozilla, and Disney.

Is it easy to learn?

The entry-level for Python is very low. Everything is based on logic and the language shares a lot of its syntax with other well-known languages such as JavaScript and C++. And if there isn’t a function that can solve your problem, you can create your own.

How do I install it?

As Jacob Fairclough said, Python can be difficult to install for some users. But that depends on your operating system.

For most Mac users, Python comes built-in so you can use your Terminal to access it. That’s not the case for Windows users. The recommended way is via Anaconda as this also installs a lot of useful libraries to use (which I’ll explain in more detail later).

Google has its own environment as well called Google Colab.

Python techniques to help your PPC campaigns

In the words of Aristotle, “for the things we have to learn before we can do them, we learn by doing them”. And Python is no exception. Practicing Python in SEO is common practice and it’s the same for PPC.

Understanding other languages is important but Python can save professionals a lot of time by automating jobs that would normally take hours.

The amount of data you can obtain from a PPC campaign can grow very quickly so a way to organize and automate it into a logical structure would make everyone’s lives a lot easier in the long run.

Two of the biggest applications of Python are AI and machine learning and they’re also the main bridges between the language and PPC. As Danielle Strouther said in her article AI For PPC Is Only Useful If You Use External Tools, “using AI for PPC is no longer an option. It’s a necessity.” So that’s what we’ll look at – integrating Python with external tools and software.

Other things you can do with Python that can help you with PPC management includes:

  • Data scraping
  • Data analysis and mining
  • Data visualization
  • Natural language processing (NLP)

Python + Google Ads

We all know how laborious Google Ads management can be. So Google created an API for its ad platform so users can automate a wide range of PPC-related tasks. You can find a list of them on the Client Library page.

One programmer created a script for KPI reporting which would come in handy for clients, shareholders, and colleagues.

Python + Google Search Console

When you write PPC ads, you want them to convert so your ROI can be as high as possible. Search data from Search Console can help find areas to improve or examples of success to capitalize on.

Passion Digital created a script that analyses search queries from Search Console to gain insights to improve SEO and PPC performance. It does this by finding keywords and phrases with poor conversion rates and CPA using those terms.

Python + Excel/Google Sheets

One of the most common Python workflow combos involves Excel and Google Sheets.

As data can be exported as CSV files and spreadsheets by most external tools, it’s easy to import them into a spreadsheet program. And Python loves data.

The list of ways to use Python and Excel with PPC data is exhaustive. You could use it to project future trends, CTR prediction, campaign creation, keyword generation, bid modifying, account structure analysis, customer match lists, geolocation targeting.

Python + Google Data Studio

Google Data Studio is a powerful tool for data visualization and it’s free to use. So combining it with Python means a streamlined approach to data viz and reporting.

There are also paid tools like Panoply which can integrate Data Studio and Python along with a multitude of services like Salesforce, Zendesk, and Google Analytics. Suddenly you have a large network of data from every department – sales, dev, customer support, project management, design, web analytics. Phew!

You can even spy on your competitors using Python and create PPC reports and graphs with Data Studio to show the results.

Python + Google

The SERPs are more than just a display of results. They can be used as their own data source and give an insight into how well you and your competitors are doing.

With APIs like Serpstack, you can extract data about ads from any SERP and analyze things like position, title and description optimization, sitelinks, and displayed URLs. You can also leverage this with organic results to find new potential keywords you can bid on and improve your campaigns.

Python + Facebook

In 2017, Facebook made its Prophet open source. The forecasting tool is accessible through Python and R (another programming language) and is optimized for businesses to forecast trends, whether they’re hourly, daily, weekly, or seasonal.

It’s highly advanced and mainly for large scale business use but if you have the expertise and the resources, Prophet has the potential to streamline major paid campaigns.

Useful libraries, modules, and APIs

Vanilla Python can do most jobs but its power lies in all the libraries, modules and APIs you can use. Although they all share similarities, they’re all different additions. A module is a Python file containing functions, variables, and methods, a library is a collection of modules and pre-defined functions that let you perform actions without writing the code yourself, while an API is an interface set of standards and instructions.

Here’s a list of some useful ones you can use.

  • Pandas (library) – Pandas is an open-source library that makes data structures and data analysis tools. You can make tables, create ordered and unordered data series and “dataframes”, join, merge, and split them. It’s probably the most flexible data analysis tool to have if you’re using Python.
  • CSV (module) – This module goes hand-in-hand with pandas as it allows you to export data into a CSV.
  • Requests (library) – Requests is a must if you’re scraping web data. It sends requests to HTTP pages, allowing you access to pull anything from a webpage. If you’re planning to scrape SERP data, it’s an essential library to use.
  • Beautiful Soup (library) – Beautiful Soup is the companion to requests, letting you take out everything inside an HTTP page.
  • Serpstack (API) – The serpstack API allows you to scrape Google SERP data in real-time and at scale and it lets you export the data in JSON and CSV formats (depending on your account level).
  • Google APIs (API) – Google being Google, they have a library of APIs you can use for all kinds of things.
  • TensorFlow (library) – One of the best libraries for machine learning.
  • SciKit Learn (library) – Another machine learning library for predictive data analysis

Other resources

Summary

Learning a programming language can seem daunting but Python is one of the easiest and most accessible languages out there. Its automation and analysis capabilities have a wide range of uses and it can help to simplify complex data and automate time-consuming tasks. Nobody wants to make their jobs harder!

If I had to give some takeaway advice to remember while you learn, I’d say:

Don’t let FOMO get to you

When I started learning Python, I got carried away with jumping into projects without knowing all the techniques. Everyone on Twitter was making amazing scripts and I was still learning about lists and loops. But then I realized I was never going to get to their level by copying and pasting when I didn’t understand. So I went back to my course and focused solely on that.

Fully understanding the basics is the only way you’ll be able to build up to the advanced techniques. And there’s no expiration date on education.

Practice, practice, practice

Most courses come with practice examples. Aside from those, you should always test what you’ve learned. It doesn’t have to be part of a big project, just something small so you can get the hang of the techniques.

Stay curious

Learning something new isn’t always easy. You’ll get frustrated when things don’t work and you may need some time away if it gets too much. But never lose your curiosity. Programming languages have so many applications and some haven’t even been discovered yet. Stay curious and you might find one.

Find others who are learning

Communities are great places to improve your learning. Here are some great places to collaborate and grow with Python:

Sign up to the Python Weekly newsletter

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11 Free Email Hacks to Step Up Your Productivity

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11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.

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How CTV can deliver market research for B2B marketers

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Why we care. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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How to Write YouTube Titles for SEO

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How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Conclusion

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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