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5 Proven Ways to Increase Your Google Rankings

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Many things have changed in SEO since Google first came online in 1998.

The one thing that hasn’t changed is this: Your organic traffic is directly related to your search engine ranking positions.

If you have a prolific number of keywords in the Google index and they appear at or near the top of the search results, boundless traffic will follow.

Conversely, if you have a great website, but no visibility in the SERPs, you are destined to have little if any organic search traffic.

In this post, I’m going to break down the steps needed to boost your Google SERPs. That said, I know you are equally interested in knowing the following.

How Long Does It Take To Improve Google Rankings?

I’m going to go out on a limb here and give you the definitive answer, “It depends.”

While I recognize this is frustrating and seems like a copout, it’s the truth. SEO doesn’t happen in a vacuum and every situation offers a unique set of variables.

Skill, budget, the level of competition, and how your website stacks up can all play a role in how quickly one can move the dial.

So, bearing that in mind, let’s break it down in a more quantifiable sense and review what you can do to make things happen sooner, rather than later.

During an episode of AskGooglebot in June of 2021, John Mueller, a Google search rep, said it can take “several hours to several weeks” for Google to index new or updated content. He also warned that just because a page gets indexed, doesn’t mean that it will rank for anything right away, if ever.

Due to the number of factors in play, rapid changes in SERPs should not be expected.

Mueller has said in the past that even if you make drastic changes to your website’s design and functionality, it could still take a couple of months or even a year to have an impact.

This, however, doesn’t mean that you should just sit and wait after you upgrade your site. He mentioned some specific ideas for speeding up indexing, which included:

  • Preventing server overload by making your server and website faster.
  • Prominently linking to new pages.
  • Avoiding the use of unnecessary URLs, like category page filters.
  • Taking advantage of user submission methods like uploading sitemap files, and utilizing the URL inspection tool.

Finally, Mueller reiterated the best way to get ranked is to create high-quality content that searchers will find useful. In his words, make your site “fantastic.”

How To Improve Your Google Rankings

To reach the top 10 SERPs in less than a year takes lots of hard work, skill, and sometimes luck.

And this takes us back to the topic of today’s discussion on how to improve your Google ranking.

So, if you want to boost sales and conversions by taking your website to the first page of Google, here are five steps you should take.

1. Start With A Sound Foundation

Poor website structure and information architecture can doom even the best SEO campaigns.

If your website is difficult for users to navigate and Google to crawl, your rankings are likely to suffer. Pay attention to Core Web Vitals.

Perform A Technical SEO Audit

The Google algorithm incorporates thousands of signals, plus machine learning and AI to determine search rankings.

That said, attending to the basics, even today, will give you an advantage over many competitors. Here are the need-to-know steps for conducting an SEO audit.

2. Deliver A Great Page Experience

Google defines page experience as “a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value, both on mobile and desktop devices. “

Core Web Vitals

Whether it’s a mobile or desktop site, you must continuously monitor the speed and keep improving it. Specifically, Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).

File Size

For file size, use your favorite image editing program.

Before uploading, you can further optimize the size of the file with apps like Optimizilla, Image Recycle, and Kraken.io.

Lastly, always confirm that the dimensions of the image fit into the reserved image space to retain a clean, structured look of your live webpage.

Browser Caching

When a web browser loads a page, it loads a number of resources. Browser caching stores these resource files locally on the users’ computers.

That way, when a user navigates to a new page, those resources need not be loaded again.

For most, the best way to enable caching is by adding code to the web host/server .htaccess file.

For WordPress, there are free plugins available to accomplish this, like WP SuperCache.

Script Handling

Before loading countless JS and CSS files to enhance your site, make sure that you need those extra augmentations as they end up slowing down your website.

You can also minify your files by stripping comments, for instance, to keep things running fast.

And if it’s possible to merge several scripts into a single file, go for it. That way, there will only be one retrieving call to the server to load all the scripts.

Here are some tools that can help you measure and monitor Core Web Vitals.

Mobile Friendly

With the evolution of search and the mobile-first index, your website needs to pass the Mobile-Friendly Test.

According to Google “… our crawling, indexing, and ranking systems have typically used the desktop version of a page’s content… Mobile-first indexing means that we’ll use the mobile version of the page for indexing and ranking…”

To avoid mobile ranking problems, you should double down on search intent and performance.

HTTPS

Check if your site’s connection is secure. If the page isn’t served over HTTPS, learn how to make it secure.

No Intrusive Interstitials

Intrusive interstitials are page elements that obscure content from the view of users, typically for the purpose of promotion.

3. Optimize Your Pages For Google

It goes without saying that you must write great content that will keep readers engaged so that they can read to the last paragraph.

To quickly win them over your target audience, start with a quick summary intro that tells the readers what they expect to find in that post.

Now, to make your content friendly for Google, some of the best strategies you can implement are:

Tell Google What Your Pages Are About

Do this by adding structured data throughout your site. That way, Google can easily understand what your content is about.

Schema.org is the format preferred by Google. Schema types include recipes, businesses, products, authors, and more.

Keep Your Titles Short

Apart from turning off your readers as it will be impossible for them to get the full info at a glance, extra-long titles will also hurt your keywords’ SEO impact.

To properly fit the SERP length, keep your titles between 135 and 159 characters. SEO plugins can help you identify titles with excessive characters.

Craft Unique Titles & Meta Descriptions

Even though titles and meta descriptions don’t have a direct impact on your website’s ranking, they are quite significant in portraying your content’s value from the SERP.

Thus, if done right, they can boost your click-through rate and subsequently increase your traffic.

So, make sure that you write unique titles with a simple and attractive description that also contains a target keyword.

Additionally, you should also know that if you don’t write your own unique and vivid meta descriptions with target keywords for your pages, Google will auto-generate them.

Obviously, the auto-generated ones won’t be as effective for your site as the ones you have properly crafted. Still, you should also be careful not to stuff your titles and descriptions with keywords.

Be Specific In Your Internal Anchor Text

Get straight to the point if you want your content to rank for a specific keyword.

Many websites out there unknowingly use vague and elusive anchor texts to link to other pages within their site.

This is a huge mistake because it will not be a clear enough anchor to your visitors and even the search engines.

4. Optimize For Search Intent

The evolution of modern search has its roots in Hummingbird, later supplemented by Rankbrain and then BERT.

The end game for Google is to better understand the context of a search to serve up results that match the intent of a given query. In fact, Google’s continued success depends on it.

Four common types of search (a.k.a. user) intent are:

  • Navigational – a search for a particular website.
  • Informational – a search for knowledge.
  • Commercial – a search for data (like reviews) to make an informed purchase decision.
  • Transactional – a search to make a purchase (where to buy).

How To Optimize For Search Intent

  1. Check the SERPs for the keyword phrase that you are interested in ranking for. If the top results don’t align with your page, you aren’t going to rank. In other words, if Google has decided the intent of a search is informational and your page is transactional, that page will not rank well.
  2. In cases where a page does not match the top results/search intent, you have two choices:
    • Edit your page to match the intent.
    • Create a new page to match the intent.

5. Optimize Internal Links

The links on your website must be placed strategically, and you must ensure that all the links are working properly as well. Here are a few tricks to polish your link game.

Link Architecture

The page depth of your site shouldn’t be more than three clicks; an efficiency hack that sometimes people forget.

A proper internal linking strategy will mean that your best pages appear on the first level.

An effective way of doing this is creating a home page section that links directly to your ‘Best-Selling Products’ or ‘Top Categories’.

Fix Broken Links & Duplicates

Some website owners have a habit of ignoring broken links because they don’t realize the impact of the poor user experience they create.

By running a crawl on your site with tools like Sitebulb, you can easily spot the 404 errors and fix them in a jiffy!

Reclaim Your Site Mentions

Reclaim the mentions of your site by setting a Google Alert that will help you keep track of your brand mentions across the internet.

And in case any of the mentions come without being linked back to your site, contact the webmaster and request them to link back!

Takeaway

SEO can seem overwhelming. It’s easy to get caught up in the paralysis of analysis and do nothing.

That said, it’s important to remember that even in 2022, simply paying attention to the basics, as outlined above, will position you for online success.

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Google Dials Back AI Overviews In Search Results, Study Finds

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Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.


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10 Tips on How to Rock a Small PPC Budget

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10 Tips on How to Rock a Small PPC Budget

Many advertisers have a tight budget for pay-per-click (PPC) advertising, making it challenging to maximize results.

One of the first questions that often looms large is, “How much should we spend?” It’s a pivotal question, one that sets the stage for the entire PPC strategy.

Read on for tips to get started or further optimize budgets for your PPC program to maximize every dollar spent.

1. Set Expectations For The Account

With a smaller budget, managing expectations for the size and scope of the account will allow you to keep focus.

A very common question is: How much should our company spend on PPC?

To start, you must balance your company’s PPC budget with the cost, volume, and competition of keyword searches in your industry.

You’ll also want to implement a well-balanced PPC strategy with display and video formats to engage consumers.

First, determine your daily budget. For example, if the monthly budget is $2,000, the daily budget would be set at $66 per day for the entire account.

The daily budget will also determine how many campaigns you can run at the same time in the account because that $66 will be divided up among all campaigns.

Be aware that Google Ads and Microsoft Ads may occasionally exceed the daily budget to maximize results. The overall monthly budget, however, should not exceed the Daily x Number of Days in the Month.

Now that we know our daily budget, we can focus on prioritizing our goals.

2. Prioritize Goals

Advertisers often have multiple goals per account. A limited budget will also limit the number of campaigns – and the number of goals – you should focus on.

Some common goals include:

  • Brand awareness.
  • Leads.
  • Sales.
  • Repeat sales.

In the example below, the advertiser uses a small budget to promote a scholarship program.

They are using a combination of leads (search campaign) and awareness (display campaign) to divide up a daily budget of $82.

Screenshot from author, May 2024

The next several features can help you laser-focus campaigns to allocate your budget to where you need it most.

Remember, these settings will restrict traffic to the campaign. If you aren’t getting enough traffic, loosen up/expand the settings.

3. Location Targeting

Location targeting is a core consideration in reaching the right audience and helps manage a small ad budget.

To maximize a limited budget, you should focus on only the essential target locations where your customers are located.

While that seems obvious, you should also consider how to refine that to direct the limited budget to core locations. For example:

  • You can refine location targeting by states, cities, ZIP codes, or even a radius around your business.
  • Choosing locations to target should be focused on results.
  • The smaller the geographic area, the less traffic you will get, so balance relevance with budget.
  • Consider adding negative locations where you do not do business to prevent irrelevant clicks that use up precious budget.

If the reporting reveals targeted locations where campaigns are ineffective, consider removing targeting to those areas. You can also try a location bid modifier to reduce ad serving in those areas.

managing ppc budget by location interactionScreenshot by author from Google Ads, May 2024

4. Ad Scheduling

Ad scheduling also helps to control budget by only running ads on certain days and at certain hours of the day.

With a smaller budget, it can help to limit ads to serve only during hours of business operation. You can choose to expand that a bit to accommodate time zones and for searchers doing research outside of business hours.

If you sell online, you are always open, but review reporting for hourly results over time to determine if there are hours of the day with a negative return on investment (ROI).

Limit running PPC ads if the reporting reveals hours of the day when campaigns are ineffective.

Manage a small ppc budget by hour of dayScreenshot by author from Google Ads, May 2024

5. Set Negative Keywords

A well-planned negative keyword list is a golden tactic for controlling budgets.

The purpose is to prevent your ad from showing on keyword searches and websites that are not a good match for your business.

  • Generate negative keywords proactively by brainstorming keyword concepts that may trigger ads erroneously.
  • Review query reports to find irrelevant searches that have already led to clicks.
  • Create lists and apply to the campaign.
  • Repeat on a regular basis because ad trends are always evolving!

6. Smart Bidding

Smart Bidding is a game-changer for efficient ad campaigns. Powered by Google AI, it automatically adjusts bids to serve ads to the right audience within budget.

The AI optimizes the bid for each auction, ideally maximizing conversions while staying within your budget constraints.

Smart bidding strategies available include:

  • Maximize Conversions: Automatically adjust bids to generate as many conversions as possible for the budget.
  • Target Return on Ad Spend (ROAS): This method predicts the value of potential conversions and adjusts bids in real time to maximize return.
  • Target Cost Per Action (CPA): Advertisers set a target cost-per-action (CPA), and Google optimizes bids to get the most conversions within budget and the desired cost per action.

7. Try Display Only Campaigns

display ads for small ppc budgetsScreenshot by author from Google Ads, May 2024

For branding and awareness, a display campaign can expand your reach to a wider audience affordably.

Audience targeting is an art in itself, so review the best options for your budget, including topics, placements, demographics, and more.

Remarketing to your website visitors is a smart targeting strategy to include in your display campaigns to re-engage your audience based on their behavior on your website.

Let your ad performance reporting by placements, audiences, and more guide your optimizations toward the best fit for your business.

audience targeting options for small ppc budgetScreenshot by Lisa Raehsler from Google Ads, May 2024

8. Performance Max Campaigns

Performance Max (PMax) campaigns are available in Google Ads and Microsoft Ads.

In short, automation is used to maximize conversion results by serving ads across channels and with automated ad formats.

This campaign type can be useful for limited budgets in that it uses AI to create assets, select channels, and audiences in a single campaign rather than you dividing the budget among multiple campaign types.

Since the success of the PMax campaign depends on the use of conversion data, that data will need to be available and reliable.

9. Target Less Competitive Keywords

Some keywords can have very high cost-per-click (CPC) in a competitive market. Research keywords to compete effectively on a smaller budget.

Use your analytics account to discover organic searches leading to your website, Google autocomplete, and tools like Google Keyword Planner in the Google Ads account to compare and get estimates.

In this example, a keyword such as “business accounting software” potentially has a lower CPC but also lower volume.

Ideally, you would test both keywords to see how they perform in a live campaign scenario.

comparing keywords for small ppc budgetsScreenshot by author from Google Ads, May 2024

10. Manage Costly Keywords

High volume and competitive keywords can get expensive and put a real dent in the budget.

In addition to the tip above, if the keyword is a high volume/high cost, consider restructuring these keywords into their own campaign to monitor and possibly set more restrictive targeting and budget.

Levers that can impact costs on this include experimenting with match types and any of the tips in this article. Explore the opportunity to write more relevant ad copy to these costly keywords to improve quality.

Every Click Counts

As you navigate these strategies, you will see that managing a PPC account with a limited budget isn’t just about monetary constraints.

Rocking your small PPC budgets involves strategic campaign management, data-driven decisions, and ongoing optimizations.

In the dynamic landscape of paid search advertising, every click counts, and with the right approach, every click can translate into meaningful results.

More resources: 


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What Are They Really Costing You?

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What Are They Really Costing You?

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

As managers of paid media, one question drives us all: “How do I improve paid ad performance?”. 

Given that our study found close variant search terms perform poorly, yet more than half of the average budget on Google & Microsoft Ads is being spent on them, managing their impact effectively could well be one of your largest optimization levers toward driving significant improvements in ROI. 

“Close variants help you connect with people who are looking for your business, despite slight variations in the way they search.” support.google.com

Promising idea…but what about the execution?

We analyzed over 4.5 million clicks and 400,000 conversions to answer this question: With the rise in close variants (intent matching) search terms, what impact are they having on budgets and account performance? Spoiler alert, the impact is substantial. 


True Match Vs. Close Variants: How Do They Perform?

To understand close variant (CV) performance, we must first define the difference between a true match and a close variant. 

 

What Is a True Match? 

We still remember the good-old-days where keyword match types gave you control over the search terms they triggered, so for this study we used the literal match types to define ‘close variant’ vs ‘true match’. 

  • Exact match keyword => search term matches the keyword exactly. 
  • Phrase match keyword => search term must contain the keyword (same word order).
  • Broad match keyword => search term must contain every individual word in the keyword, but the word order does not matter (the way modified broad match keywords used to work).   

 

What Is a Close Variant? 

If you’re not familiar with close variants (intent matching) search terms, think of them as search terms that are ‘fuzzy matched’ to the keywords you are actually bidding on. 

Some of these close variants are highly relevant and represent a real opportunity to expand your keywords in a positive way. 

Some are close-ish, but the conversions are expensive. 

And (no shocks here) some are truly wasteful. 

….Both Google and Microsoft Ads do this, and you can’t opt-out.

To give an example: if you were a music therapist, you might bid on the phrase match keyword “music therapist”. An example of a true match search term would be ‘music therapist near me’ because it contains the keyword in its true form (phrase match in this case) and a CV might be ‘music and art therapy’.


How Do Close Variants Compare to True Match?

Short answer… poorly, on both Google and Microsoft Ads. Interestingly however, Google showed the worst performance on both metrics assessed, CPA and ROAS. 

Image created by Adpulse, May 2024

1718772963 395 What Are They Really Costing You

Image created by Adpulse, May 2024

Want to see the data – jump to it here…

CVs have been embraced by both platforms with (as earlier stated), on average more than half of your budget being spent on CV variant matches. That’s a lot of expansion to reach searches you’re not directly bidding for, so it’s clearly a major driver of performance in your account and, therefore, deserving of your attention. 

We anticipated a difference in metrics between CVs and true match search terms, since the true match search terms directly align with the keywords you’re bidding on, derived from your intimate knowledge of the business offering. 

True match conversions should therefore be the low-hanging fruit, leaving the rest for the platforms to find via CVs. Depending on the cost and ROI, this isn’t inherently bad, but logically we would assume CVs would perform worse than true matches, which is exactly what we observed. 


How Can You Limit Wastage on Close Variants?

You can’t opt out of them, however, if your goal is to manage their impact on performance, you can use these three steps to move the needle in the right direction. And of course, if you’re relying on CVs to boost volume, you’ll need to take more of a ‘quality-screening’ rather than a hard-line ‘everything-must-go’ approach to your CV clean out!

 

Step 1: Diagnose Your CV Problem 

We’re a helpful bunch at Adpulse so while we were scoping our in-app solution, we built a simple spreadsheet that you can use to diagnose how healthy your CVs are. Just make a copy, paste in your keyword and search term data then run the analysis for yourself. Then you can start to clean up any wayward CVs identified. Of course, by virtue of technology, it’s both faster and more advanced in the Adpulse Close Variant Manager 😉.

 

Step 2: Suggested Campaign Structures for Easier CV Management  

Brand Campaigns

If you don’t want competitors or general searches being matched to your brand keywords, this strategy will solve for that. 

Set up one ad group with your exact brand keyword/s, and another ad group with phrase brand keyword/s, then employ the negative keyword strategies in Step 3 below. You might be surprised at how many CVs have nothing to do with your brand, and identifying variants (and adding negative keywords) becomes easy with this structure.

Don’t forget to add your phrase match brand negatives to non-brand campaigns (we love negative lists for this).

Non-Brand Campaigns with Larger Budgets

We suggest a campaign structure with one ad group per match type:

Example Ad Groups:

    • General Plumbers – Exact
    • General Plumbers – Phrase
    • General Plumbers – Broad
    • Emergency Plumbers – Exact
    • Emergency Plumbers – Phrase
    • Emergency Plumbers – Broad

This allows you to more easily identify variants so you can eliminate them quickly. This also allows you to find new keyword themes based on good quality CVs, and add them easily to the campaign. 

Non-Brand Campaigns with Smaller Budgets

Smaller budgets mean the upside of having more data per ad group outweighs the upside of making it easier to trim unwanted CVs, so go for a simpler theme-based ad group structure:

Example Ad Groups:

    • General Plumbers
    • Emergency Plumbers

 

Step 3: Ongoing Actions to Tame Close Variants

Adding great CVs as keywords and poor CVs as negatives on a regular basis is the only way to control their impact.

For exact match ad groups we suggest adding mainly root negative keywords. For example, if you were bidding on [buy mens walking shoes] and a CV appeared for ‘mens joggers’, you could add the single word “joggers” as a phrase/broad match negative keyword, which would prevent all future searches that contain joggers. If you added mens joggers as a negative keyword, other searches that contain the word joggers would still be eligible to trigger. 

In ad groups that contain phrase or broad match keywords you shouldn’t use root negatives unless you’re REALLY sure that the root negative should never appear in any search term. You’ll probably find that you use the whole search term added as an exact match negative much more often than using root negs.


The Proof: What (and Why) We Analyzed

We know CVs are part of the conversations marketers frequently have, and by virtue of the number of conversations we have with agencies each week, we’ve witnessed the increase of CV driven frustration amongst marketers. 

Internally we reached a tipping point and decided to data dive to see if it just felt like a large problem, or if it actually IS a large enough problem that we should devote resources to solving it in-app. First stop…data. 

Our study of CV performance started with thousands of Google and Microsoft Ads accounts, using last 30-day data to May 2024, filtered to exclude:

  • Shopping or DSA campaigns/Ad Groups.
  • Accounts with less than 10 conversions.
  • Accounts with a conversion rate above 50%.
  • For ROAS comparisons, any accounts with a ROAS below 200% or above 2500%.

Search terms in the study are therefore from keyword-based search campaigns where those accounts appear to have a reliable conversion tracking setup and have enough conversion data to be individually meaningful.

The cleaned data set comprised over 4.5 million clicks and 400,000 conversions (over 30 days) across Google and Microsoft Ads; a large enough data set to answer questions about CV performance with confidence.

Interestingly, each platform appears to have a different driver for their lower CV performance. 

CPA Results:

Google Ads was able to maintain its conversion rate, but it chased more expensive clicks to achieve it…in fact, clicks at almost double the average CPC of true match! Result: their CPA of CVs worked out roughly double the CPA of true match.                 

Microsoft Ads only saw slightly poorer CPA performance within CVs; their conversion rate was much lower compared to true match, but their saving grace was that they had significantly lower CPCs, and you can afford to have a lower conversion rate if your click costs are also lower. End outcome? Microsoft Ads CPA on CVs was only slightly more expensive when compared to their CPA on true matches; a pleasant surprise 🙂.

What Are They Really Costing You

Image created by Adpulse, May 2024

ROAS Results:

Both platforms showed a similar story; CVs delivered roughly half the ROAS of their true match cousins, with Microsoft Ads again being stronger overall. 

 

1718772963 395 What Are They Really Costing You

Image created by Adpulse, May 2024

Underlying Data:

For the data nerds amongst us (at Adpulse we self-identify here !) 

1718772963 88 What Are They Really Costing You

Image created by Adpulse, May 2024


TL;DR

Close variant search terms consume, on average, more than half an advertiser’s budget whilst in most cases, performing significantly worse than search terms that actually match the keywords. How much worse? Read above for details ^. Enough that managing their impact effectively could well be one of your largest optimization levers toward driving significant improvements in account ROI. 


Image Credits

Featured Image: Image by Adpulse. Used with permission.

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