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Optmyzr Launches Rule Engine for Microsoft Ads Management

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New advanced tool helps pay-per-click (PPC) professionals implement their strategies for Microsoft Ads accounts with the same efficiency as Google Ads

pay-per-click (PPC) pros to expand their use of the platform as a mainstream way to reach audiences via paid search marketing.

LOS ALTOS, Calif., April 15, 2020 (GLOBE NEWSWIRE) — Dynamics of Internet search are shifting dramatically in the face of pressures from the COVID-19 pandemic and economic turmoil. More people are turning to Bing and Google to gather information and engage in commerce. Bing now accounts for approximately 34 percent of all web searches, requiring pay-per-click (PPC) pros to expand their use of the platform as a mainstream way to reach audiences via paid search marketing.

Optmyzr is a leading provider of PPC management software, doing business since 2013. Rooted in Google Ads management, the company has consistently added functionality specific to Microsoft Ads and other platforms, including Amazon and Facebook. ” data-reactid=”14″ type=”text”>Los Altos-based Optmyzr is a leading provider of PPC management software, doing business since 2013. Rooted in Google Ads management, the company has consistently added functionality specific to Microsoft Ads and other platforms, including Amazon and Facebook.

Today, Optmyzr unveiled the general availability of new Bing-specific functionality with the release of Rule Engine for Microsoft Advertising. Much like its Google Rule Engine counterpart, the new Optmyzr tool allows PPC pros to be more nimble working across major search platforms. PPC pros can now easily create custom PPC optimizations, automate bulk changes to Microsoft Ads, and create advanced strategies that combine their business data with Microsoft Ads data.

At its core, Rule Engine for Microsoft Advertising allows easy creation of custom PPC strategies. The new tool provides an intuitive step-by-step campaign setup wizard that includes pre-built strategies addressing a wide range of common business challenges. PPC pros can incorporate multiple rules in sequences that tap into shifting conditions and actions in search marketing campaigns.

For example, ready-made recipes help PPC pros uncover expensive keywords or product groups and then automatically adjust bids associated with those PPC campaigns. The pre-built recipes can also analyze conditions to help manage bids against target cost per acquisition (CPA) or target return on ad spend (ROAS), and other specific objectives.

“There is more pressure than ever on PPC pros to deliver results across the primary search engines, due to the immediate COVID-19 crisis. It’s more important than ever that we offer tools to help search marketing pros be more effective, agile, and strategic when working across platforms,” said Frederick Vallaeys, co-founding CEO of Optmyzr. “While the main search engines have automated many core PPC functions, our tools allow PPC pros to go much deeper setting up their own rule-based automations with point-and-click ease. We want to help PPC pros navigate these challenging times with more insight and powerful tools to adjust quickly against changing dynamics.”

Sprinter is a popular sporting goods retailer based in Spain. With online and retail presence, it serves customers across multiple geographies in a hyper-competitive industry. The paid search team is continually tasked with a need to align keyword strategies with inventories, promotions, seasonality, economic dynamics, and a wide range of other factors that impact revenue. Sprinter was among the early users of Rule Engine for Bing.

“We like to bid manually in our Brand campaigns, as we prefer not using automated strategies to achieve the minimum CPC,” said Manuel Vilella, senior paid social executive with Sprinter. “As we have some dozens of brand keywords, we need a solution to adjust the bid according to the viewability. Rule Engine allows us to forget about implementing these changes, as it does this automatically.”

The Rule Engine for Microsoft Advertising is now generally available as part of the full Optmyzr PPC Management Suite. Users can take advantage of the added functionality at no additional cost. Optmyzr has created several capabilities for Microsoft Advertising over the last few years, bringing greater alignment of overall PPC management across the leading search engines.

Rule Engine for Microsoft Advertising. ” data-reactid=”22″ type=”text”>Find more information about the Rule Engine for Microsoft Advertising.

About Optmyzr

www.optmyzr.com.” data-reactid=”24″ type=”text”>Optmyzr’s PPC management platform provides intelligent optimization suggestions that help advertisers across the world manage their online advertising more effectively. It includes a full-featured PPC reporting tool that connects with Google Ads, Microsoft Ads, Facebook Ads, Google Analytics, Google Merchant Center and many other data sources through Google Sheets. The company was founded in 2013 by former Google and Microsoft executives, including Google’s AdWords Evangelist, Frederick Vallaeys. The Optmyzr PPC suite includes over 30 tools to improve Quality Score, manage bids, find new keywords, A/B test ads, build new campaigns, manage placements, and automate budgets. Optmyzr’s excellence in PPC management software was recognized as Best PPC Management Suite for the 2019 US Search Awards and UK Search Awards. More information is available at www.optmyzr.com.

Joe Thornton

Aimclear

612-355-9692

[email protected]

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MARKETING

Boost Your Traffic in Google Discover

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Boost Your Traffic in Google Discover

2. Understand topical authority: Keywords vs. entities

Google has been talking about topical authority for a long time, and in Discover, it is completely relevant. Traditional SEO includes the use of keywords to position your web pages for a specific search, but the content strategy in Discover should be based on entities, i.e., concepts, characters, places, topics… everything that a Knowledge Panel can have. It is necessary to know in which topics Google considers we have more authority and relevance in order to talk about them.

3. Avoid clickbait in titles

“Use page titles that capture the essence of the content, but in a non-clickbait fashion.” This is the opening sentence that describes how headlines should be in Google’s documentation. I always say that it is not about using clickbait but a bit of creativity from the journalist. Generating a good H1 is also part of the job of content creation.

Google also adds:

“Avoid tactics to artificially inflate engagement by using misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal, or by withholding crucial information required to understand what the content is about.”

“Avoid tactics that manipulate appeal by catering to morbid curiosity, titillation, or outrage.

Provide content that’s timely for current interests, tells a story well, or provides unique insights.”

Do you think this information fits with what you see every day on Google Discover? I would reckon there were many sites that did not comply with this and received a lot of traffic from Discover.

With the last core updates in 2023, Google was extremely hard on news sites and some niches with content focused on Discover, directly affecting E-E-A-T. The impact was so severe that many publishers shared drastic drops in Search Console with expert Lily Ray, who wrote an article with data from more than 150 publishers.

4. Images are important

They say that a picture is worth a thousand words. If you look at your Discover feed, you’ll see most of the images catch your attention. They are detailed shots of delicious food, close-ups of a person’s face showing emotions, or even images where the character in question does not appear, such as “the new manicure that will be a trend in 2024,” persuading you to click.

Google’s documentation recommends adding “high-quality images in your content, especially large images that are more likely to generate visits from Discover” and notes important technical requirements such as images needing to be “at least 1200 px wide and enabled by the max-image-preview:large setting.” You may also have found that media outlets create their own collages in order to have images that stand out from competitors.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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