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The five latest Google Ads features and how to make the most of them

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30-second summary:

  • Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic
  • Video and display formats are not the type of ad you think of when it comes to online acquisition
  • They are more popular for brand awareness and influence targets
  • All conversions are not born equal, especially, when it comes to acquisition channels – a purchase on your site from a new customer has more value than one from a returning one
  • It’s easy to forget that most of the business still happens offline and that Zoom calls and online shopping are not all there is to life
  • Yet offline conversion trackings are not always taken into account
  • With Gallery Ads, Google offers a new ad format integrated into the Search Network
  • As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad

Google released new smart features and ways to buy ads on its different channels. They allow marketers to increase their reach and to try new approaches. As always with the novelty, there will be a learning curve.

At SEISO, the reference PPC insight platform, we analyzed the impact of these updates on more than 13,000 accounts. Here is how you can make them work for you.

Content created in partnership with SEISO.

1. Get listed for free on Google Shopping

Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic. Why is there a free option? After the introduction of the shopping channel, Google ousted most of the other price comparison websites from its SERP (Shopping.com, Shopzilla, BizRate, and others). The move was so aggressive that in 2017, the European Commission fined Google €2.42 billion (~$3 billion) for breaching EU antitrust rules by “giving an illegal advantage to another Google product, its comparison shopping service.” Although it is still going through appeal, Google has made changes to ensure other options are present on its services and SERP than its own. As for organic search optimization, you need to ensure your products appear in the first positions.

How to make it work for you

First, you need to start by optimizing your Shopping Ads and understand what products click and convert the most. For example, you can use SEISO Google Shopping Analyzer (Free to try) to get shopping reports. From there you can adapt your product feed and product pages to ensure you focus on products that are margin positive.  

SEISO Google Shopping Analyzer - Report

Source: SEISO Report for non-performing products in your shopping feed

Once you have trimmed the feed and pages, you can go to your Google Merchant Center account in the Growth Menu. There you will find a channel called “Surfaces across Google”. You want to set it to “ACTIVE”. This feature was initially available only in the USA and India but is being rolled out worldwide. 

See also  Google Search Localized Language Carousel, Despite Language Of Query

Using Google Ads new features - Polish your Google Shopping Ads

2. Get impressions on display and YouTube ads but only pay for sales

Video and display formats are not the type of ad you think of when it comes to online acquisition. They are more popular for brand awareness and influence targets. 

But now Google wants to convince you otherwise. Why? Google has so much data on users’ profiles and their intents that they can predict what they will buy. Facebook has built its platform on what they know about the users from their browsing and sharing. Google knows the users very well: from the search queries, from the media they consume on its surfaces (videos and AMP pages), and its past purchases thanks to receipts received in Gmail. 

Thanks to this treasure trove of data points, the algorithm identifies which new video game console the user wants. And it only shows him the relevant ads when he is ready to buy. The ad will be more likely to convert and Google will get a higher revenue per page by only showing converting ads to users: win/win. 

Now you can run performance-based targeting for YouTube Ads and on the Display network. It usually means a lower reach than a CPM or a Trueview campaign but you will get incremental conversions while controlling your budget. 

Google Ads

But remember, this is a black box. The algorithm will decide to display your ad or not based on how much money it will generate for Google. If your products find an audience this is a virtuous cycle and you will get a lot of volume. If not, your campaign might not pick up at all. 

How to make it work for you

  • Use Smart Display with a tCPA or tROAS bidding strategy. This allows you to retain the benefits of the Smart Display framework without losing control.
  • Based on 13,000+ Google Ads accounts audited by SEISO, the best targeting are: “Similar converters” & “Custom Intent on your competitors”

You can use the audience analysis section of SEISO to identify which audience is the most relevant for you. And you can try it for free.

3. Customer acquisition is good but NEW customer acquisition is better

All conversions are not born equal. When it comes to acquisition channels, a purchase on your site from a new customer has more value than one from a returning one. Of course, loyalty is key and you need to take care of existing customers. But Search engine marketing is neither the main nor the most money-efficient channel to do so. CRM, whether through email marketing or earned social media are more efficient to re-engage your customers. The symbiosis between acquisition and loyalty is the best way to maximize your customer lifetime value.

See also  Facebook won’t ban political ads, prefers to keep screwing democracy

Once you know how much money you can expect from a user in the long term, you are able to adapt the amount you are willing to pay for a new customer vs. an old one.

In Google Shopping, you can now take the lifetime value into account. Go in the conversion goals by clicking “Settings” in the left navigation of your Smart Shopping campaign. Use the “New Customer Acquisition” option. There, indicate the incremental price you are willing to pay per conversion for this type of customer versus a returning one. For example, if your CPA for a conversion is $42 and you set the new customer value to $38. It will let the campaign pay up to $80 for new customers and $42 for existing ones.

Google Ads

How to make it work for you

Make sure you are tracking your new customers, there are two ways to do so and you should use both:

  • Make sure your Google Ads account and your Google Analytics account are connected. This way, the algorithm is aware of all sales made on your website even if they came from another channel.
  • Set differentiated tags for new and old customers and let your ecommerce platform or your tag manager. You need to show one or the other tag depending on the status of the customer.

As a rule of thumb, you should align this with your promotion strategy. Focus on your product selection to boost your best-recruiting products. The ones that usually trigger the first sale on your website for new customers. 

4. Get offline! How to keep tracks on offline conversions

In these days and times, it is easy to forget that most of the business still happens offline and that zoom calls and online shopping are not all there is to life. Yet offline conversions tracking are not always taken into account. According to Google, 30 percent of mobile queries are local searches and it is the fastest-growing segment. And 75 percent of users making a local search will go to a store within 24 hours. This is a lot of conversions lost to online tracking.

Google Ads

The new version of the Google Ads’ local campaigns is here just for that. Local campaigns use GPS and Wifi to identify the location of the user. Google will display ads related to business advertising presence around the user’s current location. 

How to make it work for you

To succeed, you will need to set up an omnichannel tracking that integrates offline elements. From there you will be able to measure different types of conversion. You should create a set of conversion actions for each campaign:

  • In-store visits: Google automatically tracks walk-in traffic from user’s location captured from their Apps and OS). You will need to register all your points of sales addresses or GPS coordinates. 
  • Offline purchase thanks to offline the Conversions API or bulk sheets upload.
  • Online purchase through your regular tracking pixel.
See also  Google Maps now used by over 1 billion people every month

Once your conversions start to show in the interface you will be able to optimize against each of these goals. Moving further you will be able to optimize the new full potential of each campaign against each target! To do so you try the SEISO campaign optimization tool for free. 

Source: SEISO PPC Campaign Optimisation Tool

5. Be creative! Push gallery ads over all networks

Gallery Ads and Showcase Shopping Ads on Search are good to be tested! 85 percent of respondents put more importance on visual information than text information. Visual information is preferred over text by at least 50% of respondents in all categories except for electronics, household goods, and wine and spirits (Intent Lab research, Feb 2019).

With Gallery Ads Google offers a new ad format integrated into the Search Network. As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad. Google will continue to serve the same user with your creatives on new placements such as: 

  • YouTube: On the “Home” screens where more than 90% of users say they discover new brands & new products.
  • Discovery: Google Discovery App while scrolling the news feed and searching by interest.
  • Gmail: Through discovery, even though Gmail Ads are being rolled out, Discovery ads allow you to expand your reach from Gmail to other Google-owned surfaces. 

And of course, they are shown in the main result pages as Showcase Shopping Ads.

Google Ads

Google is always bringing in new features to test, The key to having a State of the Art Google Ads account is to test early. Once the features reach mass adoption you are already fully optimized and have secured the best positions.

There is much more to discover in the SEISO analysis report, including expert tips and best practices, account activity analysis, and more than 75 criteria sifted.

Are your Google Ads Campaigns optimized? Try SEISO for free TODAY, click on this link: www.seiso.io/en.

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Search Engine Watch – PPC

GOOGLE

How to Write For Google

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How to Write For Google


Are you writing your SEO content based on the latest best practice tips?

I originally wrote this SEO copywriting checklist in 2012—my, how things have changed. Today, Google stresses quality content even more than before, conversational copy is critical, and there are revised SEO writing “rules.” 

I’ve updated the list to reflect these changes and to provide additional information.

As a side note, I would argue that there’s no such thing as “writing for Google.” Yes, there are certain things you should do to make the Google gods happy. However, your most important goal should be writing clear, compelling, standout copy that tells a story. 

I’m keeping the old headline in the hopes that I can convert some of the “write for Google” people to do things the right way.

Whether you’re an in-house SEO content writer, a DIY business owner, or a freelance SEO copywriter, this 27-point checklist will help you write engaging, Google-happy content—every time.

Items to review before you start your SEO writing project

 

– Do you have enough information about your target reader?

Your copy will pack a powerful one-two punch if your content is laser-focused on your target reader. Ask your client or supervisor for a customer/reader persona document outlining your target readers’ specific characteristics. If the client doesn’t have a customer persona document, be prepared to spend an hour or more asking detailed questions. 

Here’s more information on customer personas.

 

– Writing a sales page? Did you interview the client?

It’s essential to interview new clients and to learn more about their company, USP, and competition. Don’t forget to ask about industry buzzwords that should appear in the content.

Not sure what questions to ask to get the copywriting ball rolling? Here’s a list of 56 questions you can start with today. 

 

– Writing a blog post? Get topic ideas from smart sources

When you’re blogging, it’s tempting to write about whatever strikes your fancy. The challenge is, what interests you may not interest your readers. If you want to make sure you’re writing must-read content, sites like Quora, LinkedIn, Google Trends, and BuzzSumo can help spark some ideas.

 

– Did you use Google for competitive intelligence ideas?

Check out the sites positioning in the top-10 and look for common characteristics. How long are competing articles? Do the articles link out to authoritative sources? Are there videos or infographics? Do the articles include quotes from industry experts? Your job is to write an essay that’s better than what’s already appearing in the top-10 — so let the competition be your guide.

 

– Did you conduct keyphrase research?

Yes, keyphrase research (and content optimization) is still a crucial SEO step. If you don’t give Google some keyphrase “cues,” your page probably won’t position the way you want.

Use a keyphrase research tool and find possible keyphrases for your page or post. As a hint: if you are tightly focusing on a topic, long-tail keyphrases are your best bet. Here’s more information about why long-tail keyphrases are so important.

If you are researching B2B keyphrases, know that the “traditional” keyphrase research steps may not apply. Here’s more information about what to do if B2B keyphrase research doesn’t work.

See also  Google Discover Now Excludes 5 Kinds of Content

 

– What is your per-page keyphrase focus?

Writers are no longer forced to include the exact-match keyphrase over and over again. (Hurray!) Today, we can focus on a keyphrase theme that matches the search intent and weave in multiple related keyphrases.

 

– Did you expand your keyphrase research to include synonyms and close variants?

Don’t be afraid to include keyphrase synonyms and close variants on your page. Doing so opens up your positioning opportunities, makes your copy better, and is much easier to write!

Are you wondering if you should include your keyphrases as you write the copy — or edit them in later? It’s up to you! Here are the pros and cons of both processes.

 

 — Do your keyphrases match the search intent?

Remember that Google is “the decider” when it comes to search intent. If you’re writing a sales page — and your desired keyphrase pulls up informational blog posts in Google – your sales page probably won’t position. 

 

— Writing a blog post? Does your Title/headline work for SEO, social, and your readers?

Yes, you want your headline to be compelling, but you also want it to be keyphrase rich. Always include your main page keyphrase (or a close variant) in your Title and work in other keyphrases if they “fit.”

Here’s some excellent information on how to write headlines that get noticed (and that are good for Google.) You can also use headline-analyzing tools to double-check your work.

 

– Did you include keyphrase-rich subheadlines?

Subheadlines are an excellent way to visually break up your text, making it easy for readers to quick-scan your benefits and information. Additionally, just like with the H1 headline, adding a keyphrase to your subheadlines can (slightly) help reinforce keyphrase relevancy.

As a hint, sometimes, you can write a question-oriented subheadline and slip the keyphrase in more easily. Here’s more information about why answering questions is a powerful SEO content play.

 

Is your Title “clickable” and compelling?

Remember, the search engine results page is your first opportunity for conversion. Focusing too much on what you think Google “wants” may take away your Title’s conversion power. 

Consider how you can create an enticing Title that “gets the click” over the other search result listings. You have about 59 characters (with spaces) to work with, so writing tight is essential. 

 

– Does the meta description fit the intent of the page?

Yes, writers should create a meta description for every page. Why? Because they tell the reader what the landing page is about and help increase SERP conversions. Try experimenting with different calls-to-actions at the end, such as “learn more” or “apply now.” You never know what will entice your readers to click!

 

– Is your content written in a conversational style?

With voice search gaining prominence, copy that’s written in a conversational style is even more critical.

Read your copy out loud and hear how it sounds. Does it flow? Or does it sound too formal? If you’re writing for a regulated industry, such as finance, legal, or healthcare, you may not be able to push the conversational envelope too much. Otherwise, write like you talk.

See also  US spending on search advertising to decline over 20% this quarter, eMarketer forecasts

Here’s how to explain why conversational content is so important.

 

–Is your copy laser-focused on your audience?

A big mistake some writers make is creating copy that appeals to “everyone” rather than their specific target reader. Writing sales and blog pages that are laser-focused on your audience will boost your conversions and keep readers checking out your copy longer. Here’s how one company does it.

Plus, you don’t receive special “Google points” for writing long content. Even short copy can position if it fully answers the searcher’s query. Your readers don’t want to wade through 1,500 words to find something that can be explained in 300 words.

Items to review after you’ve written the page

 

– Did you use too many keyphrases?

Remember, there is no such thing as keyword density. If your content sounds keyphrase-heavy and stilted, reduce the keyphrase usage and focus more on your readers’ experience. Your page doesn’t receive bonus points for exact-matching your keyphrase multiple times. If your page sounds keyphrase stuffed when you read it out loud, dial back your keyphrase usage.

 

– Did you edit your content?

Resist the urge to upload your content as soon as you write it. Put it away and come back to it after a few hours (or even the next day.) Discover why editing your Web writing is so very important. Also, don’t think that adding typos will help your page position. They won’t.

 

– Is the content interesting to read?

Yes, it’s OK if your copy has a little personality. Here’s more information about working with your page’s tone and feel and how to avoid the “yawn response.” Plus, know that even FAQ pages can help with conversions — and yes, even position.

 

– Are your sentences and paragraphs easy to read?

Vary your sentence structure so you have a combination of longer and shorter sentences. If you find your sentences creeping over 30 or so words, edit them down and make them punchier. Your writing will have more impact if you do.

Plus, long paragraphs without much white space are hard to read off a computer monitor – and even harder to read on a smartphone. Split up your long paragraphs into shorter ones. Please.

 

– Are you forcing your reader onto a “dead end” page?

“Dead-end” pages (pages that don’t link out to related pages) can stop your readers dead in their tracks and hurt your conversion goals. 

Want to avoid this? Read more about “dead-end” Web pages.

 

– Does the content provide the reader with valuable information?

Google warns against sites with “thin,” low-quality content that’s poorly written. In fact, according to Google, spelling errors are a bigger boo-boo than broken HTML. Make sure your final draft is typo-free, written well, and thoroughly answers the searcher’s query.

Want to know what Google considers quality content — directly from Google? Here are Google’s Quality Raters guidelines for more information.

 

– Did you use bullet points where appropriate?

If you find yourself writing a list-like sentence, use bullet points instead. Your readers will thank you, and the items will be much easier to read.

See also  Top 10 Must-Try PPC Tactics for 2020

Plus, you can write your bullet points in a way that makes your benefit statements pop, front and center. Here’s how Nike does it.

 

– Is the primary CTA (call-to-action) clear–and is it easy to take action?

What action do you want your readers to take? Do you want them to contact you? Buy something? Sign up for your newsletter? Make sure you’re telling your reader what you want them to do, and make taking action easy. If you force people to answer multiple questions just to fill out a “contact us” form, you run the risk of people bailing out.

Here’s a list of seven CTA techniques that work.

 

– Do you have a secondary CTA (such as a newsletter signup or downloading a white paper?)

Do you want readers to sign up for your newsletter or learn about related products? Don’t bury your “sign up for our newsletter” button in the footer text. Instead, test different CTA locations (for instance, try including a newsletter signup link at the bottom of every blog post) and see where you get the most conversions.

 

– Does the page include too many choices?

It’s important to keep your reader focused on your primary and secondary CTAs. If your page lists too many choices (for example, a large, scrolling page of products), consider eliminating all “unnecessary” options that don’t support your primary call-to-action. Too many choices may force your readers into not taking any action at all.

 

– Did you include benefit statements?

People make purchase decisions based on what’s in it for them (yes, even your B2B buyers.) Highly specific benefit statements will help your page convert like crazy. Don’t forget to include a benefit statement in your Title (whenever possible) like “free shipping” or “sale.” Seeing this on the search results page will catch your readers’ eyes, tempting them to click the link and check out your site.

 

– Do you have vertical-specific testimonials?

It’s incredible how many great sales pages are testimonial-free. Testimonials are a must for any site, as they offer third-party proof that your product or service is superior. Plus, your testimonials can help you write better, more benefit-driven sales pages and fantastic comparison-review pages.

Here’s a way to make your testimonials more powerful. 

And finally — the most important question:

 

– Does your content stand out and genuinely deserve a top position?

SEO writing is more than shoving keyphrases into the content. If you want to be rewarded by Google (and your readers), your content must stand out — not be a carbon copy of the current top-10 results. Take a hard look at your content and compare it against what’s currently positioning. Have you fully answered the searcher’s query? Did you weave in other value-added resources, such as expert quotes, links to external and internal resources (such as FAQ pages), videos, and graphics? 

If so, congratulations! You’ve done your job. 



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Google Ads Serving Issue For Ads On Desktop Gmail

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Google Ads Serving Issue For Ads On Desktop Gmail

Google has a new serving issue with Google Ads that is impacting ad serving on the desktop version of Gmail. So if you are serving Google Ads on Gmail, your ads may not show to a “significant subset of users,” according to Google.

Google posted the incident over here and wrote “we’re aware of a problem with Google Ads affecting a significant subset of users. We will provide an update by Dec 24, 2021, 2:00 AM UTC detailing when we expect to resolve the problem. Please note that this resolution time is an estimate and may change. This issue is specific to ads serving on Gmail on Desktop browsers only.”

The issue again only impacts ads serving on Gmail on Desktop browsers only.

It started yesterday, December 23, 2021 at around 2pm ET and is still currently an issue. Google is working on resolving the issue but has yet to resolve it.

You can track the issue over here.

Forum discussion at Twitter.

Source

See also  Google Ads Experiments No Longer To Require Drafts Requirement
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Google Loses Top Domain Spot To TikTok

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google-loses-top-domain-spot-to-tiktok

Google is no longer the world’s most popular domain after being dethroned by TikTok, according to rankings from web security company Cloudflare. The list of most popular domains is part of Cloudflare’s Year in Review report and represents domains that gained the most traffic from one year to another.

Google.com — which includes also includes Maps, Translate, and News among others — ended the previous year as the leader in Cloudflare’s rankings. At that time, TikTok was ranking in the 7th position. TikTok.com is now ending 2021 with a leap toward top spot ahead of Google, Facebook, Amazon, and other world leading domains.

Here’s the full list of the top 10 most popular domains as of late 2021:

  • TikTok.com
  • Google.com
  • Facebook.com
  • Microsoft.com
  • Apple.com
  • Amazon.com
  • Netflix.com
  • YouTube.com
  • Twitter.com
  • WhatsApp.com

Cloudflare describes TikTok’s journey toward becoming the most popular domain throughout the year 2021:“It was on February 17, 2021, that TikTok got the top spot for a day.
Back in March, TikTok got a few more days and also in May, but it was after August 10, 2021, that TikTok took the lead on most days. There were some days when Google was #1, but October and November were mostly TikTok’s days, including on Thanksgiving (November 25) and Black Friday (November 26).”

Also included in Cloudflare’s report are lists of the most popular social media domains, most popular e-commerce platforms, and most popular video streaming sites. To no surprise, Amazon ended the year as the most popular e-commerce domain, followed by Taobao, Ebay, and Walmart.

See also  Facebook won’t ban political ads, prefers to keep screwing democracy

The list of most popular video streaming sites was dominated by giants such as Netflix, YouTube, and HBOMax. Interestingly, Twitch didn’t manage to crack the top 10.

Putting These Rankings In PerspectiveDoes this mean TikTok is now the biggest social media site? No, it still has a long way to go before reaching those heights. What this means is TikTok.com received more traffic than any other domain, according to Cloudflare. That doesn’t mean TikTok has more users than Google or competing social media sites. Insider Intelligence (formerly eMarketer) reports TikTok surpassed Snapchat and Twitter in global user numbers, but is well behind Facebook and Instagram.
In other words, TikTok is the third largest social media platform worldwide. The number of global TikTok users number grew 59.8% in 2020, and went up by an additional 40.8% in 2021.Further, Insider Intelligence estimates TikTok will see a 15.1% growth in global users in 2022.

Should that estimate hold true, TikTok will hold a 20% share of overall social media users by the end of next year.
If TikTok isn’t part of your social media marketing strategy for 2022, these numbers are a good case for making it a priority.

Source: Matt Southern
https://www.searchenginejournal.com/google-loses-top-domain-spot-to-tiktok/431026/

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