SEO

10 Underutilized Levers Across Google and Microsoft Ads

Published

12 months ago

October 11, 2023

Max

10 Underutilized Levers Across Google and Microsoft Ads

Part of what makes digital advertising challenging is that UIs change just as constantly as algorithms.

It can be tough to stay on top of all the changes and tasks required for peak account performance.

While these may be known to some, they represent the most common “hidden levers” I see in account audits.

Hidden Lever #1: Competitor Audiences

When someone seeks a product, what triggers their search?

Which brands do they gravitate towards for research, exploration, or confirmation?

How do these interactions shape their eventual purchasing decision?

An often-overlooked gem in the consumer intent space is “competitor audience segment” targeting.

Found under the audience manager, this tool enables advertisers to include websites frequently visited by their target audience.

This option is integrated into Performance Max (PMAX) and display campaigns but is not yet available for standalone search targeting, which is a tad disappointing.

You can list multiple websites or customer segments. Google then identifies users who’ve visited those sites (or similar ones) as prime targets for your ads.

Pair this with a placement exclusion list to ensure you’re not displaying ads on undesired pages. This could be your own site or potentially a direct competitor’s content.

You’re given the flexibility to either exclude or specifically target a competitor.

The brilliance lies in harnessing your competitor’s marketing efforts and budget, redirecting the interest they’ve cultivated, and potentially turning it into profit for yourself.

In essence, the “competitor audience segment” allows you to strategically position your campaigns, piggybacking off your competitor’s hard work and potentially capturing a share of their audience.

Hidden Lever #2: Using Search Term Filters

Over the years, the utility of the search terms report has waned.

Our visibility into search terms has diminished, making it cumbersome to introduce negative keywords or add new keyword targets, especially for extensive queries.

Image from author, September 2023

Comparing targeted keywords with the actual search terms ensures you’re bidding on the most productive version of the keyword.

As account structures evolve, with a heightened focus on audiences rather than just keywords, the search terms report becomes instrumental in discerning which keywords to prioritize, rather than merely relying on the suggestions from the keyword planner.

To harness this:

Navigate to attributes within your interface.
Filter by attribute and the specific search term in question.
Activate the column that displays the keyword that triggered the search term.
It’s also advisable to incorporate “match type.” This offers insight into the frequency of close variants being activated by your campaigns.

Depending on your campaign type and account structure, a surge in close variants might signal a lack of negative keywords safeguarding your ad groups.

This diagnostic is pivotal to ensure the presence of negative keywords at respective levels, and it seamlessly transitions into our next overlooked feature, which we’ll delve into next.

Hidden Lever #3: Negatives At Every Structural Level

Most seasoned PPC practitioners inherently understand the importance of negative keywords. However, I’ve recently observed a noticeable number of campaigns that either lack negative keywords entirely or employ them sparingly.

Why is the meticulous inclusion of negative keywords pivotal?

Close variants: Negative keywords act as a bulwark against these close variants, ensuring that your ads are being triggered by the most relevant search terms.
Budget optimization: Negative keywords play a crucial role in budget allocation. The vast majority of accounts need to steer the budget from one campaign or ad group to another.

In the absence of well-defined negative keywords, there’s a genuine risk of overspending on less impactful ideas while neglecting the more promising ones.

In summary, while negative keywords might not be a “new” concept for many, their consistent and thoughtful application can make all the difference between a well-optimized campaign and one that misdirects valuable resources.

So, regardless of how basic or advanced you deem this feature, it’s worth revisiting and refining your negatives regularly.

Hidden Lever #4: Audience And Placement Targets & Exclusions

It’s disheartening to audit campaigns and find glaring omissions of audience targets/exclusions or specific placement targets/exclusions.

Such omissions deprive campaigns of possibly their most potent tool to ensure budget precision and meaningful engagement with the ideal customer.

Here’s the breakdown.

Audience Targets

If you’re sidelining the inclusion of audience targets (whether “Target and Observe” or even “Observe” settings), you’re opting into a bigger traffic pool.

The reality is that not everyone is your potential customer.

Interface intricacies sometimes render these settings less evident, which might explain their occasional neglect. However, comprehending their placement is paramount.

Exclusions For Visual Content

Toggle between topics, placements, and content keywords to ensure needed exclusion rather than just defaults.

An additional tool, the “Where and When Ad Served” report (still in open beta for some users), offers insights on which placements to either target or exclude.

For PMAX Campaigns

Audience signals are paramount in the nascent stages of a PMAX campaign but tend to diminish in impact over time.

To tweak these, head to the Asset Group section and click the pencil icon on the right. Once inside, you’ll be equipped to edit your audience signals.

Though the layout is not as intuitive as other campaign types, familiarizing yourself is critical for optimizing Performance Max campaigns.

Remember, blending your data with Google’s signals based on various audience settings can amplify your campaign’s impact.

Audience Library & Manager

This is your gateway to crafting custom audiences. With this, you can integrate interest targets and even upload conversions, paving the way to generate audiences from past converters.

In a nutshell, while these functionalities might not be entirely “hidden,” their full potential is often overlooked.

Delving deep and employing them judiciously can be the difference between a campaign that simply runs and one that truly resonates.

Hidden Lever #5: Ad Group Versus Campaign-Level Settings Across Platforms

Navigating ad settings can be a challenging affair, especially when you’re toggling between various ad networks. Each network has its own hierarchy of campaign and ad group settings, making it easy to miss critical settings.

Let’s delve into this overlooked feature by breaking down the nuances across popular platforms.

Google Ads: Campaign-Centric

Google prioritizes campaign-level settings for schedules, budgets, location targeting, and negatives.

You’ll likely have to set up multiple campaigns with distinct budgets for each objective.

Fewer ad groups per campaign are advisable, usually between five to seven, depending on the volume you’re targeting.

Microsoft Ads: A Blend Of Both

While resembling Google in requiring most settings at the campaign level, Microsoft Ads offers more flexibility at the ad group level.

You can override locations and schedules, and make specific placement choices. This flexibility allows for a more tailored advertising strategy.

Facebook (Meta) Ads: Flexible Objectives

Facebook doesn’t constrain you to campaign or ad group settings. You can opt for either Campaign Budget Optimizer, behaving much like Google Ads, or allocate budget per ad and target.

The approach you choose significantly impacts your spending.

The flexibility means you can support general objectives or perform extensive creative testing but be prepared for varied budgetary implications.

LinkedIn Ads: Ad Set-Focused

LinkedIn prioritizes ad set settings, letting you make most choices at this level. Campaigns generally dictate asset association.

If you’re advertising on LinkedIn, expect to need a robust ad group structure that caters to each major part of your business.

Amazon Ads: Product-Based Budgeting

Amazon’s approach centers around the products you want to promote rather than campaign or ad group settings.

While you’re limited in location targeting, Amazon excels in providing a robust first-party audience network. Your budgeting is driven by product selection.

Regardless of the ad network you’re using, it’s crucial to understand these underlying structures for more effective planning and budget allocation.

Understanding these “hidden” settings can make a significant difference in the efficiency and effectiveness of your advertising campaigns.

Hidden Lever #6: Using Segments For Precision Analysis

Segments allow you to dive into the data of your campaigns. You can dig into:

Network.
Conversion Data.
Time.
Location.
Device.

These segments will help answer whether there are false positives/negatives in the averages.

For example, if you see a seemingly low click-through rate (CTR) or cost per click (CPC) and have Search Partners with Display Expansion turned on, you might be having your numbers skewed.

By using segments, you’ll get a more accurate view of what’s happening in your account and be able to make meaningful optimizations.

Hidden Lever #7: Conversion Tracking

Understanding and optimizing conversion settings can ensure that the data you rely on is both accurate and actionable.

The Importance Of Trustworthy Data

In a modeled tracking landscape, placing confidence in the data you acquire is critical. A typical oversight is the default 30-second window for phone call conversions, which is impractical for most businesses.

A more realistic threshold would be two to three minutes – or even longer for certain sectors.

However, if you don’t adjust that setting, you’re asking for bad data to flow into both your bidding and reporting.

Navigating Primary And Secondary Conversion Settings

Google automatically categorizes conversion actions as primary. While some can’t be modified, others should be adjusted according to business needs.

Primary conversions influence the algorithm and appear in reports.

Secondary conversions are tracked in ‘all conversions’ but don’t impact the algorithm or main reporting metrics.

Configuring Primary And Secondary Settings

Contrary to what one might assume, these settings are adjusted at the “goal level,” and not the “conversion action level.”

Once you’ve determined your desired conversion actions (whether imported from GA4 or using native actions), the process involves:

Selecting Edit goal.
Toggling between primary and secondary for each conversion action based on your preferences.

Properly adjusted conversion settings ensure that you’re measuring what truly matters to your business. By filtering by conversion action, you can discern the number and cost of the conversions you deem valuable.

Hidden Lever #8: Hidden Reports

Google Ads is as successful as it is because of the data it affords advertisers. Yet, in recent years, some of those reports have been depreciated or consolidated (making them tougher to action).

While not all of these reports are new or changed, they represent underutilized value:

Change History Report

The Change History report shows every modification made in an account, capturing who made each change. Additionally, it will share whether changes are manual or automatic suggestions from Google.

If there are a lot of auto-recommendations might prompt some advertisers to either switch them off or embrace them, contingent on the performance outcomes.

This report also reveals if the changes are consequential. For instance, seeing only IP exclusions without negative keyword additions or targeting tweaks could indicate the use of fraud-filtering tools but limited attention to campaign strategy.

It’s always best to consult with your team/vendor before jumping to any conclusions, as they may have a good reason for the limited human intervention.

Call Extension Report

This report delves into call details, such as listening to recorded calls (if activated) or assessing call durations. For those not leveraging call tracking, it’s an invaluable window to evaluate the efficacy of calls.

Located under ‘extensions reports,’ this report often gets a ‘wow’ reaction upon discovery and can be a way to diffuse account performance fears with data.

Insight Section & The Search Term Report

Google Ads underwent a redesign that separated core functions and insights. Consequently, the search term report now resides under “insights,” a move not mirrored by Microsoft Ads – yet.

The search term report is a cornerstone for understanding search behaviors and aligning campaign strategies.

Another notable report in this category is the “where and when ads showed, “a beacon for PMAX campaigns, offering respite from typical black-box reporting.

Hidden Lever #9: Shopping Attributes In Merchant Center

Google Merchant Center is often adding new attributes to customize feeds. Building in a once-per-month check-in can help keep you on top of your feed while helping to distinguish you from the competition.

Regularly updating and tailoring your feeds with enriched attributes can significantly boost the effectiveness of your campaign targeting and return on ad spend (ROAS).

Final Takeaways

Mastering every nook and cranny of ad networks may seem daunting. However, these platforms generally make choices based on user data.

Ad networks emphasize impactful changes over a bombardment of minor tweaks.

Notable shifts like the dynamic search ads transitioning towards Performance Max demonstrate the network’s intent to give users ample transition time.

If there’s an ad management aspect you cherish, keep it in regular use and voice your feedback. That might be enough to save the utility.

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Featured Image: eamesBot/Shutterstock

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Related Topics:Ads Google Levers MICROSOFT seo Underutilized

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SEO

Pro-Tech SEO Checklist For Agencies

Published

15 hours ago

October 8, 2024

Max

This post was sponsored by JetOctopus. The opinions expressed in this article are the sponsor’s own.

When you’re taking on large-scale projects or working with extensive websites with hundreds to thousands of pages, you must leverage advanced technical SEO techniques.

Large websites come with challenges such as vast site architectures, dynamic content, and the higher-stakes competition in maintaining rankings.F

Leveling up your team’s technical SEO chops can help you establish a stronger value proposition, ensuring your clients gain that extra initial edge and choose to continue growing with your agency.

With this in mind, here’s a concise checklist covering the most important nuances of advanced technical SEO that can lead your clients to breakthrough performance in the SERPs.

1. Advanced Indexing And Crawl Control

Optimizing search engine crawl and indexation is foundational for effective technical SEO. Managing your crawl budget effectively begins with log file analysis—a technique that offers direct insights into how search engines interact with your clients’ websites.

A log file analysis helps:

Crawl Budget Management: Essential for ensuring Googlebot crawls and indexes your most valuable pages. Log file analysis indicates how many pages are crawled daily and whether important sections are missed.
Identifying Non-Crawled Pages: Identifies pages Googlebot misses due to issues like slow loading times, poor internal linking, or unappealing content, giving you clear insights into necessary improvements.
Understand Googlebot Behavior: Know what Googlebot actually crawls on a daily basis. Spikes in the crawl budget may signal technical issues on your website, like auto-generated thin, trashy pages, etc.

For this, integrating your SEO log analyzer data with GSC crawl data provides a complete view of site functionality and search engine interactions, enhancing your ability to guide crawler behavior.

Next, structure robots.txt to exclude search engines from admin areas or low-value add-ons while ensuring they can access and index primary content. Or, use the x-robots-tag—an HTTP header—to control indexing at a more granular level than robots.txt. It is particularly useful for non-HTML files like images or PDFs, where robot meta tags can’t be used.

For large websites, the approach with sitemaps is different from what you may have experienced. It almost doesn’t make sense to put millions of URLs in the sitemaps and want Googlebot to crawl them. Instead, do this: generate sitemaps with new products, categories, and pages on a daily basis. It will help Googlebot to find new content and make your sitemaps more efficient. For instance, DOM.RIA, a Ukrainian real estate marketplace, implemented a strategy that included creating mini-sitemaps for each city directory to improve indexing. This approach significantly increased Googlebot visits (by over 200% for key pages), leading to enhanced content visibility and click-through rates from the SERPs.

2. Site Architecture And Navigation

An intuitive site structure aids both users and search engine crawlers in navigating the site efficiently, enhancing overall SEO performance.

Specifically, a flat site architecture minimizes the number of clicks required to reach any page on your site, making it easier for search engines to crawl and index your content. It enhances site crawling efficiency by reducing the depth of important content. This improves the visibility of more pages in search engine indexes.

1728370563 412 Pro Tech SEO Checklist For Agencies

So, organize (or restructure) content with a shallow hierarchy, as this facilitates quicker access and better link equity distribution across your site.

For enterprise eCommerce clients, in particular, ensure proper handling of dynamic parameters in URLs. Use the rel=”canonical” link element to direct search engines to the original page, avoiding parameters that can result in duplicates.

Similarly, product variations (such as color and size) can create multiple URLs with similar content. It depends on the particular case, but the general rule is to apply the canonical tag to the preferred URL version of a product page to ensure all variations point back to the primary URL for indexing. If there is a significant number of such pages where Google ignores non-canonical content and puts them in the index, consider reviewing the canonicalization approach on the website.

3. JavaScript SEO

As you know, JavaScript (JS) is crucial in modern web development, enhancing site interactivity and functionality but introducing unique SEO challenges. Even if you’re not directly involved in development, ensuring effective JavaScript SEO is important.

The foremost consideration in this regard is critical rendering path optimization — wait, what’s that?

The critical rendering path refers to the sequence of steps the browser must take to convert HTML, CSS, and JavaScript into a rendered web page. Optimizing this path is crucial for improving the speed at which a page becomes visible to users.

1728370563 875 Pro Tech SEO Checklist For Agencies

Here’s how to do it:

Reduce the number and size of the resources required to display initial content.
Minify JavaScript files to reduce their load time.
Prioritize loading of above-the-fold content to speed up page render times.

If you’re dealing with Single Page Applications (SPAs), which rely on JavaScript for dynamic content loading, then you might need to fix:

Indexing Issues: Since content is loaded dynamically, search engines might see a blank page. Implement Server-Side Rendering (SSR) to ensure content is visible to search engines upon page load.
Navigation Problems: Traditional link-based navigation is often absent in SPAs, affecting how search engines understand site structure. Use the HTML5 History API to maintain traditional navigation functionality and improve crawlability.

Dynamic rendering is another technique useful for JavaScript-heavy sites, serving static HTML versions to search engines while presenting interactive versions to users.

However, ensure the browser console shows no errors, confirming the page is fully rendered with all necessary content. Also, verify that pages load quickly, ideally under a couple of seconds or so, to prevent user frustration (nobody likes a prolonged loading spinner) and reduce bounce rates.

Employ tools like GSC and Lighthouse to test and monitor your site’s rendering and web vitals performance. Regularly check that the rendered content matches what users see to ensure consistency in what search engines index.

4. Optimizing For Seasonal Trends

In the retail eCommerce space, seasonal trends influence consumer behavior and, consequently, search queries.

So, for these projects, you must routinely adapt your SEO strategies to stay on par with any product line updates.

Seasonal product variations—such as holiday-specific items or summer/winter editions—require special attention to ensure they are visible at the right times:

Timely Content Updates: Update product descriptions, meta tags, and content with seasonal keywords well before the season begins.
Seasonal Landing Pages: Create and optimize dedicated landing pages for seasonal products, ensuring they link appropriately to main product categories.
Ongoing Keyword Research: Continually perform keyword research to capture evolving consumer interests and optimize new product categories accordingly.
Technical SEO: Regularly check for crawl errors, ensure fast load times, and confirm that new pages are mobile-friendly and accessible.

On the flip side, managing discontinued products or outdated pages is just as crucial in maintaining site quality and retaining SEO value:

Evaluate Page Value: Conduct regular content audits to assess whether a page still holds value. If a page hasn’t received any traffic or a bot hit in the last half-year, it might not be worth keeping.
301 Redirects: Use 301 redirects to transfer SEO value from outdated pages to relevant existing content.
Prune Content: Remove or consolidate underperforming content to focus authority on more impactful pages, enhancing site structure and UX.
Informative Out-of-Stock Pages: Keep pages for seasonally unavailable products informative, providing availability dates or links to related products.

Put simply, optimizing for seasonal trends means preparing for high-traffic periods and effectively managing the transition periods. This supports sustained SEO performance and a streamlined site experience for your clients.

5. Structured Data And Schema Implementation

Structured data via schema.org markup is a powerful tool to enhance a site’s SERP visibility and boost CTR through rich snippets.

Advanced schema markup goes beyond basic implementation, allowing you to present more detailed and specific information in SERPs. Consider these schema markups in your next client campaign:

Nested Schema: Utilize nested schema objects to provide more detailed information. For example, a Product schema can include nested Offer and Review schemas to display prices and reviews in search results.
Event Schema: For clients promoting events, implementing an Event schema with nested attributes like startDate, endDate, location, and offers can help in displaying rich snippets that show event details directly in SERPs.
FAQ and How-To Pages: Implement FAQPage and HowTo schemas on relevant pages to provide direct answers in search results.
Ratings, Reviews, and Prices: Implement the AggregateRating and Review schema on product pages to display star ratings and reviews. Use the Offer schema to specify pricing information, making the listings more attractive to potential buyers.
Availability Status: Use the ItemAvailability schema to display stock status, which can increase the urgency and likelihood of a purchase from SERPs.
Blog Enhancements: For content-heavy sites, use Article schema with properties like headline, author, and datePublished to enhance the display of blog articles.

Use Google’s Structured Data Testing Tool tool to test your pages’ structured data and identify any errors/warnings in your schema implementation. Also, use Google’s Rich Results Test to get feedback on how your page may appear in SERPs with the implemented structured data.

Conclusion

Considering their long SEO history and legacy, enterprise-level websites require more profound analysis from different perspectives.

We hope this mini checklist serves as a starting point for your team to take a fresh look into your new and existing customers and help deliver great SEO results.

Image Credits

Featured Image: Image by JetOctopus. Used with permission.

In-Post Images: Image by JetOctopus. Used with permission.

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SEO

Best Practices For Keyword Localization

Published

1 day ago

October 7, 2024

Max

As brands expand into new international markets, the challenge of running successful PPC campaigns becomes increasingly complex.

Navigating the differences in culture, language, consumer behavior, and market dynamics requires a more nuanced approach than simply translating ads.

For PPC marketers using platforms like Google or Microsoft Ads, it’s critical to adapt campaign strategies for these global audiences.

This article will cover best practices for optimizing international PPC campaigns, with a specific focus on keyword localization.

We’ll explore four key themes that can drive more successful international PPC results:

Keyword localization.
Geo-specific bid adjustments.
Market-specific creative adaptation.
Leveraging automation tools for international scaling.

1. Keyword Localization: Translating Intent, Not Just Language

Keyword localization is a cornerstone of international PPC success, but it’s often misunderstood as a simple translation exercise.

When translating keywords from one language to another, it’s not a “2+2=4” equation most of the time.

In reality, it’s much more complex.

Keyword localization involves understanding the intent behind searches and adapting keywords to match the local language, cultural context, and user behavior.

Steps To Effective Keyword Localization

Market Research: Before diving into translation, research how consumers in the target country search for products or services. This involves understanding search intent, popular terms, slang, and regional dialects.
Translation with a twist: Work with native speakers or linguists familiar with the market. Tools like Google Translate can give you a starting point, but they won’t capture cultural subtleties. Manual keyword research in local search engines is vital.
Use local search engines: Google may dominate globally, but other regions may favor different search engines. Baidu in China, Yandex in Russia, and Naver in South Korea have distinct algorithms and keyword trends. Tailor your keywords to the dominant platform in each market.
Test and optimize: International markets are fluid. What works in one month might need refinement in the next. Regularly review performance and optimize based on search trends, conversion data, and shifting customer behaviors.

For example, in Spain, the keyword “coches baratos” (cheap cars) may seem like a direct translation of its English counterpart.

However, further research might reveal that “ofertas coches” (car deals) or “vehículos económicos” (affordable vehicles) performs better depending on user intent.

2. Geo-Specific Bid Adjustments: Tailor Bids For Performance By Region

International campaigns are prone to fluctuations in performance, driven by differences in local competition, purchasing power, and user behavior.

Geo-specific bid adjustments allow you to tailor your bidding strategy to the realities of each market, maximizing return on ad spend (ROAS).

Below are some best practices for geo-specific bidding:

Analyze Regional Performance: Use data to assess performance on a country or even city level. Look for patterns like higher conversion rates in certain regions and adjust bids accordingly. This is especially important in diverse markets where sub-regions may perform differently, like the UK or Canada.
Adjust Bids Based on Currency Value and Buying Power: Regions with lower purchasing power or fluctuating currency values may require different bid strategies. In some markets, a lower cost-per-click (CPC) approach could help maintain profitability.
Consider Time Zone Differences: Adjust bids based on peak performance hours in each time zone. A broad international campaign can benefit from time-based adjustments that ensure ads show during peak periods in each country.

For instance, if your campaign targets both New York and Berlin, you may find that your peak performance hours vary drastically, necessitating different bid adjustments to maximize efficiency.

In this instance, it’s likely worth segmenting your campaigns by region to account for maximum return on investment or ROI in each region.

In larger enterprise accounts, most regions have different audience sizes, which require different budgets.

If your brand falls into that category, it may be worth creating a separate Google Ads account per region, which can roll up into one MCC account for easier management.

3. Market-Specific Creative Adaptation: Speak The Local Language Through Ad Copy

One of the most common mistakes in international PPC campaigns is failing to adapt ad creatives to local contexts.

Just as keyword localization requires cultural adaptation, ad creatives must be tuned to resonate with local audiences.

A few approaches to localized creative to think about include:

Ad Copy and Messaging: Localize ad copy to reflect cultural preferences, holidays, humor, and common phrases. Avoid literal translations that may miss the mark. Collaborate with local copywriters who understand the nuances of language and sentiment.
Visual Adaptations: Imagery that works in one region may not resonate in another. If your ad visuals feature people, clothing, or settings, make sure they align with local norms and expectations.
Calls to Action (CTAs): CTAs should be adapted based on local shopping behaviors. In some regions, urgency works well (“Buy Now”), while in others, a softer approach may perform better (“Learn More” or “Discover”).

For example, a successful ad campaign in the US using a humorous tone may need to be entirely rethought for a market like Japan, where subtlety and respect play a bigger role in advertising.

4. Leveraging Automation Tools For International Scaling

Managing international PPC campaigns across multiple markets can quickly become overwhelming.

Automation tools, both native to ad platforms and third-party solutions, can help streamline campaign management while still allowing for localized control.

Automation Tactics To Help Scale International PPC Campaigns

Smart Bidding: Utilize Google or Microsoft’s automated bidding strategies tailored to individual market performance. Smart bidding leverages machine learning to optimize bids for conversions or ROAS, adjusting bids based on real-time data.
Dynamic Search Ads (DSAs): Dynamic Search Ads can help expand your reach by automatically generating ad headlines based on your website’s content. For international campaigns, ensure that your website is properly localized to ensure the DSAs serve relevant, accurate ads.
Automated Rules and Scripts: Set up automated rules or scripts to adjust bids, pause underperforming keywords, or raise budgets during peak times. For example, you might set rules to increase bids during holidays specific to individual regions, like Singles’ Day in China or Diwali in India.

Automation tools should be used to complement your manual efforts, not replace them. While they can help manage large campaigns more efficiently, regular oversight and optimization are still essential.

A Holistic Approach To International PPC Success

Expanding into international PPC campaigns presents both challenges and opportunities.

Success depends on taking a holistic approach that incorporates keyword localization, tailored bidding strategies, localized creatives, and effective use of automation.

By adapting your strategies to each specific market, you’ll be able to tap into the unique search behaviors, cultural nuances, and competitive dynamics of global consumers.

Remember that the global PPC landscape is constantly evolving, and regular monitoring, testing, and optimization will be key to staying ahead of the competition.

Whether you’re managing campaigns in-house or as part of an agency, these best practices will help you optimize your international PPC efforts and drive better performance across borders.

More resources:

Featured Image: Mer_Studio/Shutterstock

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SEO

Google’s AI Overviews Avoid Political Content, New Data Shows

Published

2 days ago

October 6, 2024

Max

Google's AI Overviews Avoid Political Content, New Data Shows

Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.

Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.

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