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25 Best Examples Of Effective FAQ Pages

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25 Best Examples Of Effective FAQ Pages

Frequently Asked Question (FAQ) pages (or informational hubs) enable your business to respond, react, and anticipate the needs of your audience more quickly and appropriately than other types of destination page experiences.

An effective FAQ resource can educate, inform, and naturally guide the user through your website’s content and toward the goals and results you have set.

Over the years, the role of the FAQ page has changed substantially, and now an FAQ page is an essential webpage to have on your site.

Why An FAQ Resource?

Firstly, FAQ pages can bring new visitors to your website via organic search and drive them quickly to related pages – most typically deeper blog pages and service pages closely related to the questions being resolved.

Next, one of the most significant opportunities for impactful brand visibility within the search engine result pages (in-SERP) is targeting audience questions, wants, needs, and pain points.

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The FAQ page is one of the best ways to help people visit your site and get snippets of answers in front of users before they click any results within the search pages.

A helpful FAQ page (more likely an FAQ hub of core pages and topical intent) shortens the time it takes for people to solve their search requirements.

The experience from the first visit to conversion is also faster because you remove any possible barriers to knowledge (informational and often trust).

As a company, you are showcasing expertise through FAQs, plus introducing your key staff, knowledge, and unique insights into the industry sooner.

You add credibility and value through meaningful content in the many forms your audience requires. This will typically include audio, visual/video, and layering of content types now, compared to traditional text-only content provision.

You are also servicing the need for offline conversation and experience through faster and always available online mechanisms.

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People will always seek help and advice. They are unwilling to pick up the phone, walk into a store, or wait hours (even minutes) for that information or insight to become accessible.

It needs to be available now and in the format they enjoy the most.

Why FAQ Pages Are A Priority

FAQ pages continue to be a priority area for SEO and digital marketing professionals.

An FAQ page is one of the simplest ways to improve your site and help site visitors and users.

Your FAQ section should be seen as a constantly expanding source of value provided to your audience. It is a place where their ever-changing and growing requirements are not only met but anticipated and exceeded frequently.

In no small part, the importance of FAQ pages has been driven in recent years by the growth in voice search, mobile search, and personal/home assistants and speakers.

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These predominantly rely on the pre-results (Google Answers and Featured Snippets) and can be explicitly targeted with FAQ pages.

People need conversation, comparison, and support for most of their decision-making online and offline; FAQs can cater to them all.

An effective FAQ page seeks to:

  • Reflect and respond to your audience’s needs wholly and thoroughly.
  • Cover a broad range of intent (transactional, informational, locational, etc.).
  • Stay updated based on new insights from your data, the industry, and broader best practices.
  • Land new users to the website by solving problems and supporting return visits with regular additions and valuable expertise sharing.
  • Drive internal pageviews to other important pages and support key conversion paths.
  • Fuel blog (and deeper content) creation logically and intuitively ties together semantically relevant content.
  • Shine a light on expertise, trust, and authority within your niche, giving your brand and key staff a platform to educate, inform, and support your community.

25 Of The Best Examples Of FAQ Pages

Now let’s look at 25 great examples of FAQ pages/resources and why they’re so effective.

1. Twitter

Twitter’s FAQ help center made a list as it factored in some fascinating personalization, easy-to-use search functionality, and has a positive user experience (something few FAQ pages ever achieve).

Screenshot from Twitter, July 2022

2. YouTube

YouTube’s FAQ page is clean, fresh, simple to use, and provides access to the most commonly asked “help” topics.

As you might expect, content delivery combines video/visual content with standard textual content. The role of mixed content types in FAQ pages is something often overlooked.

YouTube FAQ pageScreenshot from YouTube, July 2022

3. McDonald’s

The McDonald’s FAQ page feels informal and sociable, encouraging people to share their FAQ experiences (a rarity).

McDonald's Help - FAQ Page ExampleScreenshot from mcdonalds.com, July 2022

4. WhatsApp

The FAQ resource for Whatsapp is bright, easy to use, and categorized effectively for quick desktop or mobile use.

When considering the functional role and practical requirements of an FAQ resource, it can be easy to forget the importance of loading time and speed of access to information.

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Whats App FAQ PageScreenshot from faq.whatsapp.com, July 2022

5. Wikipedia

Wikipedia’s help center is an excellent example of an “old-school” FAQ page.

It is text-heavy, blocked into key topic areas, and has extensive access to all the critical support areas you could ever need.

There is something necessary, meaningful and nostalgic about FAQ-orientated websites like this, plus they are hugely helpful and remain more than fit for purpose.

wikipedia help centreScreenshot from en.wikipedia.org, July 2022

6. The University of East Anglia (UEA)

The University of East Anglia FAQ resource is more of an inbuilt problem-solving informational architecture than a separate FAQ resource.

This type of audience understanding throughout every critical section and site navigation reflects the potential to continuously service and support your audience as a core part of the business positioning.

Example of the University of East Anglia - FAQ Page HubScreenshot from uea.ac.uk, July 2022

7. UCAS

The FAQs section of UCAS  is simple, scaled back, and concise.

It includes a prompt to ask if the information was helpful and to gather user feedback to improve the resource.

This type of first-party/direct user feedback loop is excellent as it demonstrates a willingness to refine and improve the FAQ section iteratively.

UCAS FAQsScreenshot from ucas.com, July 2022

8. Foresters Friendly Society

The Foresters Friendly Society FAQ page example showcases topic-specific FAQ content clusters or hubs in action.

This facilitates a quick and effective experience for people to explore topics in detail that matter to them the most, without the added clicks or distractions of single-stop (all-topic) FAQ destinations.

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Foresters Friendly Society - Example FAQ PageScreenshot from forestersfriendlysociety.co.uk, July 2022

9. Ontrack

The standout features of the Ontrack FAQ section include the simplified user experience and bold, functional (dialed back) access to crucial information.

The content isn’t cluttered, it’s easy to skim read, plus you can switch between FAQ-related resources within a single click to service various layers of user intent.

Example of Ontrack UK - FAQ ResourceScreenshot from ontrack.com, July 2022

10. DaysOutGuide

DaysOutGuide’s frequently asked questions resource incorporates tags to make the most out of single-click functionality for all device access to information.

The balance between text, images, and interactive features works well.

Content segments are demarked and intuitive.

daysoutguide faqsScreenshot from daysoutguide.co.uk, July 2022

11. SendInBlue

SendInBlue’s FAQs are by far the most basic by design (single grid defined by thin square design categories) included in this list of my best and most effective FAQs, but they work.

It’s a simple solution but almost always overlooked.

This offers a helpful reminder that it is the content value and ease of access to information instead of over-design when it comes to effective FAQ pages.

Send In Blue FAQsScreenshot from help.sendinblue.com, July 2022

12. FreeSpirit

The FreeSpirit FAQ page combines useful information navigational features with interactive content to empower users to progress through the site and make buying decisions faster.

Free Spirit FAQsScreenshot from freespirittravelinsurance.com, July 2022

13. Amazon Web Services

Amazon Web Services’ FAQs are functional, easy to skim through, and categorized for use.

There are no frills here.

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But, in some cases, it’s better to get straight to the point.

Amazon Web Services FAQsScreenshot from aws.amazon.com, July 2022

14. Silicone Engineering

Silicone Engineering’s FAQs help demystify a traditionally complex industry.

The combination of quick links, ask the expert, and more profound content answers work well for the user regardless of time availability or device used.

Engineering and related industries can seem daunting to many, so this content distillation is always a welcome experience for the user.

Silicone Engineering FAQsScreenshot from silicone.co.uk, July 2022

15. Dropbox

Dropbox Help brings fun to the FAQ area with the choice of images and encourages the user to experience the site through self-discovery.

It’s a helpful reminder that FAQs can be a fun and engaging way to bring your brand in front of new and existing audiences in various ways.

Dropbox Help Center Example Screenshot from help.dropbox.com, July 2022

16. TUI

TUI FAQs are in a grid format, include depth of topical coverage, and reflect the volumes of information available on the site.

The resource is not overly pretty by design, but it works and almost has a retro feel.

tui faqsScreenshot from tui.co.uk, July 2022

17. UPS

The UPS Help and Support Centre includes a virtual chat assistant which leverages the FAQs above the static functionality of most.

Chatbots are ideal FAQ considerations mainly based on their ability to expedite and drive the user journey (a key effectiveness area for any help and FAQ resource).

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UPS FAQ PageScreenshot from ups.com, July 2022

18. Trent Furniture

In this example, the Trent Furniture FAQ and guides section acts as both an FAQ resource and a guide roll-up resource.

This means that users can access top-level information, deeper, more comprehensive buying guides, measurement information, and a whole host of other insights normally only accessible through blogs.

For ecommerce sites, it’s positive to access layers of content depth relevant to your buying decisions – whether you intend to purchase in the same session or are working your way through the buying and information-seeking journey.

Trent Furniture Guides and FAQs ExampleScreenshot from trentfurniture.co.uk, July 2022

19. FatFace

The FatFace help center and FAQs resource is a practical example of a bigger brand getting it right.

The help center places the users first with the topics covered and still manages to feel personable and helpful.

FatFace Help Centre Example FAQ ResourceScreenshot from fatface.com, July 2022

20. Stewarts Law

This Stewarts Law FAQs example demonstrates the multipurpose nature of informational content.

This case merges traditional news and article content provision alongside FAQs, insights, and broader expert opinions.

Stewarts Law - News Insights and FAQs ExampleScreenshot from stewartslaw.com, July 2022

21. Pinterest

Pinterest’s Help Center takes simplicity to the next level.

The design and information provided are prioritized for the mobile user by combining visual and textual triggers.

FAQ resources should place function first, and that’s clear in this example.

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Pinterest Help - FAQ PageScreenshot from help.pinterest.com, July 2022

22. Elite Island Holidays UK

The audience’s needs drive Elite Island Holidays’ FAQs and set out to answer people’s holiday dilemmas, from preparation to last-minute help and support.

The blog nature of the answers means that the site visitor doesn’t need to travel beyond the FAQs page for help.

FAQ answers’ completeness can vary by industry and on a site-by-site basis.

In this example, the more profound content provision is good to see and helps prevent multiple clicks or return to search engine query refinement to find a complete answer.

Elite Island Resorts FAQsScreenshot from eliteislandholidays.com, July 2022

23. Airtable

Airtable’s Help Center is fun, visually driven, and even provides helpful information on how to use the FAQ section.

Making a help resource fun isn’t easy. However, Airtable has achieved this.

I like to be objective (as much as possible with opinion-based topics like this) and consider FAQ pages that stand out with clear purpose and thought.

Airtable's Help CenterScreenshot from support.airtable.com, July 2022

24. Pretty Little Thing

The FAQs on Pretty Little Thing immediately tell their audience and position the design and content accordingly.

The FAQs also appear well thought out and enticing to interact with.

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The clickable visual elements reflect mobile and all device interaction, which is essential for online mobile-first and all device expectations.

Pretty Little Thing FAQScreenshot from prettylittlething.com, July 2022

25. First Direct

First Direct’s FAQs, Help Center, and Tools/Guide Resource brings many information-rich segmented guides and financial tools into one place.

Making often complex and dry financial topics straightforward and accessible is not easy, but this section does it well.

First Direct FAQ - Help Section ExampleScreenshot from www1.firstdirect.com, July 2022

Creating An Effective FAQ page

Whether you have an FAQ page in place, believe it can contribute more, or are looking to create a new FAQ resource for your website, it’s essential to consider the next steps.

Remember not to overlook the necessity to gather data in your FAQ section. Use this to continue adding to it, refine, and expand the ongoing value provision to your audience.

Your FAQ resource needs to be proactively updated to cater to all the new and ever-changing data sets reflecting your existing and new community requirements, offline and online.

1. Decide On The Purpose Of The FAQ Page

Suppose you wish to bring your experts to the foreground and provide ongoing audience support. In that case, your FAQ hub will function very differently than it would if you intend to increase the ease of access to know cornerstone content on your website.

You need to have a clearly defined FAQ section purpose and ensure you support this with business objectives and KPIs.

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This helps maintain prioritization and justification to keep investing resources and focus on FAQ development alongside more traditional commercial website pages.

2. Plan In Advance To Maintain And Grow Your FAQ Hub

Your audience questions will change frequently, and you must ensure that your FAQ content reflects this.

Data within Google Search Console (GSC), on-site search behavior, plus broader industry trends will help inform this.

Don’t limit your data gathering to a single source, however.

Look at the competition, consider Google Rich Results (using tools such as Semrush), and look at the completeness of your expertise provision through your FAQ content.

3. Look Outside Of Your Company Data Environment

While your data is fantastic for servicing your existing customer base, there are often multiple layers of FAQs to fulfill.

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You can use free tools such as Answer the Public for more general questions, Google Trends, and competitor sites.

The opportunity to answer In-SERP questions grows all the time. You want to be present in these conversations by showcasing your FAQ content and creating compelling content types to target these items correctly.

4. Structuring FAQs

Both your page and individual FAQs (whether a single FAQ page or entire sections of your site specific to FAQ content) need some consideration on how you structure them and make a lot of varied content accessible for the user and search engines alike.

Consider the expandable on-click text at the individual FAQ level to keep answers clean and easy to use.

At the page structure level, take time to prioritize content based on value and demand, plus technical optimization areas such as the use of schema, page speed, and mobile-friendliness.

Remember that people look to digest content in many ways.

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FAQ content does not have to be text only. It’s far broader reaching and valuable to people and for search if it’s multi-tiered and varied in content types.

5. Use Data To Refine & Improve: Part Of ‘Always On’ Focus

FAQ pages quickly become outdated, and their value declines over time.

Make sure you are testing page changes and iteratively improving everything from headings and clickable page elements to new data-led content additions and calls to action.

Every month there will be evidence-led chances to improve, and this mentality is key to maximizing business and user impact.

6. Don’t Forget The People Element

The most successful FAQ pages and help center hubs often stem from a deeper understanding of the people they are intended to help.

Data and evidence are always important, but you must balance this with real-world insights and offline experiences.

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The best people to help with this are the front-line staff, who actively engage with your audience daily and truly understand how online and offline FAQs can support and enrich your problem-solving offering.

Your FAQ section supports your staff as much as it’s present to help educate and inform your community.

Think about your recurring conversations and how they can be served equally well online.

Don’t forget mixed content types to replicate the offline experience online, plus the need to gather feedback from your users directly.

As a final quick tip: Every FAQ resource, however complete it may appear, will have new ways to leverage the value received from it and areas to grow.

You can often reposition existing content for new search opportunities, bolster and expand its depth and value, plus create unique visual content from a text-only provision for many short-term and ongoing gains.

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Featured Image: Kavaleuskaya Aksana/Shutterstock



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WordPress Releases A Performance Plugin For “Near-Instant Load Times”

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WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

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The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”

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See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

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How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

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See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Featured Image: Vanatchanan/Shutterstock

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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Featured Image:Ismael Juan/Shutterstock

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