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How to Perfectly Manage a PPC Campaign [Template]

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How to Perfectly Manage a PPC Campaign [Template]

In the world of search engine marketing (SEM), more and more marketers are buying into PPC campaigns. Google Ads specifically has increased its revenue from year to year. In 2021, Google advertising revenue accounted for $53.1 billion — 81% of Alphabet’s overall sales.

Properly investing in PPC can result in nearly guaranteed ad placement in the search engine result pages of their choice. And this placement can help generate leads. If your ads tool is tightly integrated with your CRM, you can even leverage ads data to nurture these leads across their buyer’s journey.

As you prepare to create a PPC campaign, it’s important to get a rundown of what a successful campaign entails and identify management missteps that you’ll want to avoid.

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Building a successful PPC campaign includes a few key steps:

  1. Determine your PPC campaign structure.
  2. Identify, build, and refine your campaign’s landing pages.
  3. Create a keyword strategy based on your research.
  4. Create ads based on insights from the steps above.
  5. Share your campaign plan with stakeholders.

The problem is, many marketers have poor PPC campaign management, which ends up costing them way more money than they need to spend and delivering underwhelming lead generation results.

Here are a few ways marketers could go wrong with PPC campaign management:

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  • Coming up with keywords on the fly without doing prior research.
  • Only building one basic campaign without utilizing Google Ads’ Ad Groups tool.
  • Attaching unengaging landing pages — or a homepage that generates no leads — to the campaign.
  • Not adding “negative keywords” or monitoring campaigns to avoid wasting budget.
  • Creating campaigns, setting budget caps, and going live without telling internal or external stakeholders.

So, how do you manage a PPC campaign properly so that you get leads at a reasonable cost? It comes down to intelligent campaign structure.

How do you master intelligent campaign structure? You use a template!

You can get started managing your own PPC campaign by using our template.

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PPC Campaign Management Template

HubSpot PPC campaign management template

We’ve created a free PPC campaign management template that will help you and your clients set up a full-funnel campaign structure that follows PPC best practices. Once you do that, you’ll be better positioned to maximize the return on your PPC investment. The template is broken down into two sections: Ads Planner and Ads Results.

Ads Planner Template

In this section of the template, you’ll record all of your ad campaign information. In the first 3 columns on the left-hand side, input your campaign name, keywords, and negative keywords (keywords you don’t want ads shown for).

HubSpot Ads Planner TemplateThe next section to right will hold all of your ad variations. There’s room for multiple headlines, descriptions, and URL paths to help you keep track of all of the ads you’re running.

Ads Results Template

This part of the template will easily allow you to track all of the campaign metrics you need. Total cost, impressions, conversions, cost per click information, and more can be recorded here to help you analyze performance.

HubSpot Ads Results template

Now that you’re familiar with our template components, let’s look at managing your PPC campaign.

How to Manage a PPC Campaign

If you’re running PPC campaigns for someone who doesn’t understand the importance of an organized campaign structure, this template will also act as a PPC campaign management task checklist that will enlighten your boss or clients.

PPC Campaign Management Template

We’re going to show you how to use that PPC template in this blog post — so download it now and follow along.

Before we get started, let’s go over a few tips that’ll make using this template even easier:

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  • You will want to clear out the example data I have in the template such as keywords, campaign and AdGroup names, ads, and destination URLs.
  • Be careful not to erase columns E, G, and I. They contain formulas that will help you in subsequent steps.
  • Click on the red markers in the top corners of the cells. They contain helpful tips and FAQs. If you ever forget what a cell is used for, they will remind you.

Step 1: Choose your PPC campaign management tools and software.

There are several places to begin your PPC campaign strategy, but my advice would be to start with one platform and expand to another until you cover each channel your audience visits. This tactic works because it keeps your costs low in the initial stages of PPC planning. Rather than paying for an external campaign management tool, you can manage your campaigns natively within the platform on which you’re running the ads.

However, as you expand your strategy to include more sites, you’ll want to scale to a PPC campaign management software that can help you keep track of each platform, each budget, and each set of creative all in one place.

Here are some of our favorite tools for the job:

Step 2: Understand PPC campaign structure.

Before we do anything with this template, it’s important to understand PPC campaign structure. Far too many marketers will just set up an account, create an ad, direct the ad to their home page, pick some keywords and hit go. This is not the way to do things.

With Google Ads, you have the opportunity to create multiple campaigns. Each campaign may contain several AdGroups, and each AdGroup may contain a few ads and multiple, similar keywords.

It’s wise to create multiple campaigns because you can set daily budget caps, day-parting, and select geo-targeted regions at the campaign level. If you’re bidding on generic keywords and branded keywords, you’ll want to put these in separate campaigns because the economics around these two types of keywords will likely be very different.

As you can see, your template reflects these best practices, providing space for several different campaigns, AdGroups, and ad variations within those AdGroups.

How to Manage a PPC Campaign: Understand PPC campaign structureDownload this Template Free

Step 3: Identify your landing pages.

The “Destination URL” is the place on your website where you want the PPC traffic to end up. Because there is a marginal cost associated with each PPC visitor you attract, I recommend you choose a landing page URL as your destination URL.

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Do not drive them to your home page or a blog in hopes that they will stumble upon a lead generation form. That’s the job of organic search. Drive them to a landing page with a form on it. Don’t forget to put in a tracking token so you know where these leads are coming from.

How to Manage a PPC Campaign: Identify Your Landing Pages in the PPC Campaign Template

You will notice that the Destination URL within the AdGroup is the same regardless of the keyword or ad. If you really want to drive a keyword to a different landing page, then create another AdGroup. If you want to get even more specific, create another campaign for that keyword.

You should also keep your sales funnel in mind when you identify these landing pages. Think about which part of the sales funnel each landing page and offer speaks to.

For example, an educational PDF about an industry concept would be appropriate for a top-of-the-funnel offer, while a coupon or a demo would be at the bottom of the funnel.

Manage and create separate campaigns for each part of the funnel. If you scroll down in your template, you’ll see that there’s dedicated space allotted for campaigns in all of these funnel stages.

How to Manage a PPC Campaign: Manage and create separate campaigns for each part of the funnel

Step 4: Build your keyword strategy.

Next, select the keywords that are relevant to the landing page and offer. Make sure to keep them as relevant as possible to increase the chance that each visitor you pay for completes the form on the landing page.

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Yes, it would be nice to rank for certain keywords, but if the landing page doesn’t answer the keyword query, think twice. Or better yet, create another offer and landing page that speaks more directly to the keyword.

How to Manage a PPC Campaign: Build your keyword strategy

Download this Template Free

To understand search volumes and costs around each keyword you want to select, you can use free tools like the Google Ads Keyword Tool or — if you’re a HubSpot customer — our keywords tool.

If this is your first time managing a PPC campaign, it would be wise to read up on how to design a keyword strategy. In the case of Google Ads, you might also want to learn more about keyword quality scores.

Step 5: Create your ads.

This is the fun part! Both Google Ads and Microsoft Ads allow you to create more than one ad for each Ad Group (hence the “group” terminology). The service will rotate them until it notices that one appears to drive a higher clickthrough rate (CTR). This is how A/B (and C and D) testing works. While this is optional, you should take advantage of the ability to create more than one ad.

Keep in mind that you are allotted 25 characters for the title of the ad, 35 characters for the display URL (the URL that’s displayed in the ad, not to be confused with the destination URL), and 35 characters for each line of copy. But if you’re using this template, we’ll keep track of that for you.

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How to Manage a PPC Campaign: Create your ad

In my experience, the title has the greatest influence on an ad’s CTR. It’s wise to include a keyword in the headline to draw a user’s attention to your ad. An even better practice would be to use dynamic keyword insertion.

A good rule of thumb is to simply try to provide a cohesive experience for searchers — from seeing your ad in the search engine results to completing the form on your landing page — everything should align with the goal of getting them to click through.

How to Manage a PPC Campaign: Create a display URL

Finally, there’s the tricky matter of the display URL. You’re only allowed 35 characters here, but it’s unlikely that your destination URL, the actual URL for your landing page, will be that short. So the search engines allow you to create a display URL, which may not even be an actual URL on your website. The domain in your display URL must be the same as the domain in your destination URL so that users end up in the right place when they click.

Step 6: Share the completed template with stakeholders.

Whether you’re doing PPC for your business or a client, your completed template will ensure alignment between the stakeholders’ expectations with the realities of a productive PPC campaign. If you’re the stakeholder of a PPC campaign, this template will help you think about what you’re doing with the money you’re spending on PPC.

By doing so, you’ll have created a congruous user experience that search engines like to see. This can benefit you in terms of your positioning in the SERPs and, ultimately, your costs. It will also grant you the agility you need to swiftly reallocate and modify your budget as you respond to changes in the marketplace, and drive the maximum return on your PPC spend.

How to Optimize Your PPC Campaign

PPC campaign management isn’t as easy as using a one-time strategy. You’ll need to continually adjust your methods for optimized results. Here are a few things to keep in mind to ensure your campaigns are performing their best.

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Location

Geographic targeting is used often in PPC management. You can analyze performance based on location by examining where your resources are being used and whether or not they are profitable. This way you can exclude areas that don’t perform.

For example, if you own a bike shop, targeting areas that are more urban and densely populated may be a better use of your funds than targeting rural areas where most folks need a car to get around.

Performance by Device

Campaigns that are effective on desktop users may not perform as well on mobile users. Consider targeting each group separately to see if there are differences in conversion rate.

If you find that a particular campaign works better on mobile versus desktop, consider allocating funds towards your moble efforts and try a different campaign for desktop users. This way you can ensure that your budget is being spent in areas that have proven to be successful.

Removing Keywords

When running campaigns, not all keywords chosen will prove useful. You’ll need to remove the low performers. These could be keywords that:

  • Are converting at a very high cost
  • Have a quality score rating of “below average”
  • Not converting

Keywords with the above traits should be removed in favor of ones that are performing well so you can ensure that your budget is being spent wisely.

Examine Keyword Bids

When bidding for keywords, you’ll want to determine how much you can pay for each conversion and still make a profit. Google Ads has several tools to help you optimize your bids including:

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  • Bid simulator: This allows you to see how bidding higher or lower can affect the ad’s performance.
  • First-page bid estimates: This shows how much you likely need to bid to get your ads within the first page of Google search results.

Once you determine the max you can pay for a particular keyword, these tools will help you make the most of your budget.

Performance by Day and Time

Campaign performance will fluctuate depending on the time of day or day of the week. You’ll want to take note of when they perform well and when they don’t. If they aren’t performing during a certain timeframe, you can adjust so that you are only bidding on the most profitable times.

Now that you know how to optimize your campaigns to get the best results, let’s explore the platforms available for running your PPC campaigns.

PPC Campaign Management

Understanding where your audience is spending most of their time online is key, in addition to figuring out what kind of ads work best for your business. It’s imperative to familiarize yourself with the different platforms available to run your PPC campaigns. Let’s continue by looking at some of the most prominent online ad platforms: Google, Microsoft (Bing), Facebook, Twitter, and YouTube.

Google PPC Campaign Management

Google has been the dominant player in the search engine space for more than 20 years and it still produces some of the most innovative ad experiences on the market. Here’s a look at a couple of the most popular ways to serve ads on Google.

Google Adwords PPC campaign creation dashboardImage Source

Google Search Ads

One of the most popular types of Google Ads is the search ad. These ads appear at the top and bottom of the search results for specific keywords that you bid on. Google search ad campaigns are usually run with the goal of driving traffic to a specific webpage — like a landing or product page.

Google Display Ads

Have you ever visited a website that has advertising on the banner, sidebar, or footer of the page? Then you’ve probably crossed paths with a Google display ad. These types of ads are typically visual, featuring colorful graphics, videos, and sometimes audio. Google display ads are helpful for retargeting customers who have visited your website before without making a purchase.

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Microsoft Ads (Formerly Bing Ads) PPC Campaign Management

Overall, Microsoft Ads works very similarly to Google Ads. However, here are a few tips that can help get the most out of your PPC campaign strategy for Microsoft Ads.

Microsoft Ads PPC campaign management dashboardImage Source

Bing Keyword Suggestions

If the bulk of your PPC efforts live in Google Ads and you decide to start bidding on Microsoft Ads, you might be tempted to use the same keywords that you’re already bidding on in Google. The issue here is that Google and Bing are different search engines and it’s possible that your Google keywords won’t see the same search volume in Bing.

Bing’s keyword research and suggestion tool will give you more accurate search volumes for your keywords. You can still use your original list of keywords from Google to start with, but utilize this tool to verify whether you should be bidding on the same keywords, or something similar that yields more traffic.

Lower CPC

Ad bids can end up being quite costly for a business so many marketers are constantly working to decrease ad spend. Wordstream tested the cost of running ads on both search engines and found that Bing’s average CPC was 33% lower than Google’s. Since bidding on Microsoft Ads is less competitive in comparison to Google, it’s likely that you won’t end up spending as much of your budget on this platform.

So if you’re able to find a high MSV keyword to bid on there’s a good chance that you’ll see a positive shift in your return on investment. This may be especially true for specific industries. The table below shows the average industry CPC according to Microsoft Ads.

Microsoft Ads average industry CPC chart

Image Source

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For a deeper dive into Microsoft Ads check out this tutorial.

Facebook PPC Campaign Management

Facebook Ads Manager is a platform that connects 1.6 billion people worldwide to businesses on Facebook. It’s a great tool to target specific audiences and to promote brand presence.

Facebook PPC campaign management audience dashboardImage Source

Some of the most popular ads you can incorporate into your Facebook campaigns are:

Story Ads

Stories are thriving on social media platforms, so why not develop a few ads to meet your audience where they’re already spending time?

Stories are only posted for 24 hours so these types of ads are best to use when you have a specific promotion occurring. Like personal stories, story ads can be shared in the form of a video with a link or a series of still photos that lead the viewer to take a specific action.

Playable Ads

Gamification is always an innovative way to catch a lead’s attention. Facebook’s playable ads allow you to create a brief interactive version of a game or app so users can get a feel for what your product is like.

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You’ll want to keep the functionality as simple as possible, so you won’t deter any potential customers, and of course, make it fun!

Messenger Ads

If you’ve ever used Facebook’s messenger tool, you’ve probably seen an ad appear among your conversations. The great thing about this is that a potential customer could choose to instantly connect with your business directly from their messages.

So, if you have a sales customer service team that connects with people via chat this is a great way to establish an instant connection. You can also send a lead to your site or a specific landing page from the ad.

To start building your own ad campaign on Facebook check out HubSpot’s Facebook Ads Training Course.

Twitter PPC Campaign Management

Twitter Ads Manager makes it easy to plan the ad you’d like to run on Twitter while providing reporting on campaign performance.

Twitter PPC campaign managerImage Source

People spend 26% more time viewing ads on Twitter than on any other leading platform, so you’ll want your ads to be catchy enough to stop someone mid-scroll. Some of the types of ads you can include in your Twitter campaign are:

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Promoted Tweets

The only difference between a regular tweet and a promoted tweet is that you’re spending money for the promoted tweet to appear in the feeds of people who aren’t following your business. This allows your business to convert users, or simply gain new followers which will help with your brand’s awareness

Promoted Moments

Twitter moments are several tweets that focus on a specific topic or event. Essentially you want this collection of tweets to communicate a story for your audience. These are great for more fun or trendy topics since Moments includes categories such as trending, sports, entertainment, and more.

Promoted Trends

If you’re someone that loves seeing what’s trending on Twitter you may want to experiment with promoting a trend for your target audience to interact with. This will be displayed in the timeline, the explore tab, and the “Trends for you section.”

Once someone clicks on the promoted trend they’ll see various search results for the specific trend or topic and your brand’s promoted Tweet. If your business has identified an engaged Twitter audience you may be sitting on an untapped goldmine.

Learn more about Twitter Ads Manager for your business and get to tweeting!

YouTube PPC Campaign Management

Including YouTube in your ad campaign strategies is a must. If your business can create something catchy enough to convince someone not to click ‘skip,’ you’re already winning.

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Youtube PPC campaign creation dashboardImage Source

As part of the Google Display Network, YouTube has become a core part of marketers’ ad strategies. With over a billion active users and the ability to be accessed in 76 languages, there’s no denying that YouTube is reaching a massive amount of people on a daily basis.

Let’s take a look at some of the different types of Youtube ads.

Skippable In-Stream Ads

These are probably the ads that you’re most familiar with already because we’ve all clicked that magical little button that says “skip ads” to start viewing what we searched for as soon as possible.

The ads can play before the ad even begins, which means the viewer never sees it, or they’ll have to wait five seconds before they can skip. Five seconds isn’t much time to convince some not to hit skip, so make sure the hook of your ad is immediately enticing. The good thing about this is that if they skip within those first five seconds, you don’t have to pay for the ad.

Non-Skippable In-Stream Ads (Including Bumper Ads)

Since so many people opt to skip ads on YouTube, advertisers have the option to create non-skippable ads. If you’ve developed a strong creative as you feel will resonate with your target audience this may be the option for you.

However, make sure that you’re avidly measuring results to ensure you’re getting what you’re paying for. If the results aren’t in your favor, you may want to revert to a skippable ad instead.

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Video Discovery Ads (Formerly Known as In-Display Ads)

Discovery ads are what users see in the search results. Remember, YouTube is the second largest search engine and shows more than 1 billion hours of video to users each day – so you’ll want those ads appearing in search results too!

These ads will include a thumbnail and a few lines of text as a description. Since many people prefer visuals over text this is an opportunity to get someone to view your video instead of reading a competitor’s textual resource.

Start Your PPC Campaign Today

PPC management is all about researching, budgeting, testing, reporting, and doing it over until you get the results you need. You don’t have to do it alone, though. With the right tools and instructions outlined in this guide, you’ll be able to implement a PPC campaign that yields results for your business.

Editor’s note: This post was originally published in May 2019 and has been updated for comprehensiveness.

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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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How To Adapt Your SEO and Content Strategies for SGE and AI Experiences

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How to Adapt Your SEO and Content Strategies for SGE and AI Experiences

A massive change is coming to search.

As Google experiments with AI in its standard search results and its Search Generative Experience (SGE), marketers must understand how to adapt their content strategies for new AI-impacted search experiences.

Since 2023, Google has been prolific in its AI experimentation, changing the way content is represented in search results. Its content-led SGE recently moved out of its testing lab to show up in a small percentage of results in Google’s main search interface.

Brands that produce content experiences that align with new search behaviors and focus on conversion stand a better chance to survive the search change.

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Google adds generative AI, first-person reviews, and anti-spam actions

Your news feed says all. Search and generative AI investments are everywhere. And it’s not just Google — new entrants, such as Perplexity AI and You.com, are on the search scene. Meanwhile, OpenAI is working on a search engine powered by Microsoft’s Bing.

Still, Google owns the biggest market share in search, so let’s focus on the ways AI is affecting Google SEO.

Reddit and new content sources

Google added new content sources to its traditional results and Search Generative Experience.

In traditional search results, adding more content sources helps fine-tune its AI technologies. The recent content licensing deal with Reddit is a prime example. You can already see its content appearing more often in traditional search results.

This screenshot shows the search engine results for “Is Volvo a good car?” A discussion from the Volvo subreddit appears as the third result on the page (or fourth if you count the people-also-ask module.)

Click to enlarge

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SGE appearance

The image below shows the SGE for the Volvo query. The first paragraphs are an AI-generated summary drawing on ratings from RepairPal (after an alert explaining the experimental nature of the generative AI content.)

Below the SGE summary, a search box prompts the visitor to ask a follow-up question. After that element, the Reddit discussion on Volvo reliability appears.

The image shows the SGE for the Volvo query.

Click to enlarge

Showing Reddit content in SERPs lets Google show more first-person reviews and opinions (the experience element of Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) for search ratings.

But how will Google distinguish between subjective, objective, and informative opinions? With Reddit content, which can include positive and negative opinions readily on display, brands will need to follow relevant discussions on Reddit.

Google goes after spam sites

You may have read about Google’s latest update, which aims to avoid sites with low-quality (often AI-generated) content and give helpful content more prominence in SERPs.

This hammers home the message to avoid relying on generative AI alone for content creation. Content needs a human touch to earn the experience, expertise, authoritativeness, and trustworthiness that Google and, more importantly, searchers want to see.

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Expect more penalties from Google for content that’s just churned out from AI prompts.

SGE’s impact on brands

SGE is the rollout that will impact every industry and content marketer.

My company, BrightEdge, built a tool to detect how and where search engines experiment with AI and new content formats. The chart below shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Health care will see the biggest impact, with 76% of its searches affected by SGE. Finance will be the least affected, with only 17% of queries impacted by SGE. Here’s how SGE will affect other industries:

  • E-commerce (49%)
  • B2B technology (48%)
  • Insurance (45%)
  • Education (44%)
  • Restaurants (36%)
  • Entertainment (36%)
  • Travel (30%)
The chart shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Click to enlarge

Once SGE rolls out completely, it will likely impact over $40 billion per year in ad revenue on Google for marketers per BrightEdge estimates.

How to prepare for SGE and changing search behavior

Google has always shown relevant sources and articles so searchers can make informed decisions. With the generative AI changes, Google’s engine now asserts an opinion. This represents a fundamental shift in how a search engine responds to queries.

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Imagine you search the web to learn more about a BMW model you’re interested in. Previously, a Google search would display results with links such as BMW’s official site, Top Gear, Consumer Reports, and Carfax. The searcher then could choose the resources to explore and form an opinion about the vehicle.

In the generative AI world, Google’s primary result might not be a direct link to BMW’s website. Instead, it could be AI-generated content that provides an evaluative perspective. The AI content might include important factors to consider when looking at a BMW, such as the potential for high maintenance expenses or issues with parts availability due to supply chain challenges. This AI-curated summary will be presented before the searcher can see the resources with links for further exploration.

This shift may lead to reduced but higher-quality traffic. Brands are likely to experience better conversion rates. The reason? Consumers are more likely to act because they’ve been influenced by prior engagements and information provided by Google.

Still, you’ll need to adapt to the new search environment. Here are some tips on how to prepare.

Focus on the search basics

Solidify your foundation of SEO and website fundamentals. The essential elements will gain more significance as time progresses.

Make sure your website is optimized for user-friendliness and complies with Google’s guidelines regarding Core Web Vitals, Helpful Content, and EEAT (experience, expertise, authoritativeness, trustworthiness).

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You may also want to review these tips for optimizing content for SGE.

Deepen your understanding of new search behaviors

Use data to grasp user and conversational intent, especially since these factors influence the AI-generated search results. Identifying high-value searches is essential.

Make sure that your content responds to the specific query and addresses its broader context to attract results for long-tail keyword searches.

Content generated by AI draws from reliable and credible sources. Ensure your brand’s content is considered an authoritative source.

The growing prominence of trusted sources and an increase in consumer reviews signal a pivotal change: Brands are likely to have less control over the customer journey.

Align content with other marketing disciplines

Search engine results now encompass an array of media types and formats, including social media, reviews, and news sources. So, teams in marketing, content creation, digital strategies, brand management, design, social media, and public relations must align closely.

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Strategies for an AI-first future

According to BrightEdge research, 98% of enterprise organizations say they’ll prioritize SEO in 2024. And 94% of organizations are looking to integrate SEO into all marketing (omnichannel) strategies.

Strategies for adapting your content approach to new search experiences will vary by industry.  Here are a few examples.

E-commerce: Google commonly presents content for e-commerce queries via product viewers. SGE replaces these with better, more visual, and informational (combined) content.

Google has experimented with several formats, including a general shopping result that details what a searcher would expect to see in a universal listing. However, as SGE results have evolved, so have the ways a user can view products.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

These tips will help you prepare for the various viewer modules (see viewer examples).

  • Optimize for trend relevance: Aligning category pages with current trends can increase your chance of being included in SGE dynamic displays.
  • Incorporate product reviews: Showing product reviews on your site boosts credibility.
  • Present clear pricing Information: Use schema markup to highlight pricing details.

Travel, restaurants, and local: Places have long been a key module for Google. Now, we’re seeing the places module showing up in about 45% of SGE queries. So, make sure to include location-based keywords.

You might also try these optimization suggestions:  

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  • Monitor and respond to reviews.
  • Tailor your local listings for location-specific queries.
  • Keep an eye on how and where SGE displays local modules. SGE displays local results even in queries without location-specific terms.

Entertainment: SGE entertainment results are primarily informational. But more reviews (and warnings for age-appropriate content) are appearing in both traditional search and SGE.

Get ready to shift your SEO thinking

Whoever provides the best experience for their target consumers will win in the new AI search experiences. Focus on third-party content reviews, social, PR, and brand authority. Expect your competitive landscape to change with new entrants that might eat into your market share.

Be aware, ready, and prepared to optimize for multiple AI search experiences.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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