Connect with us

SEO

7 PPC Community & Google Team Insights

Published

on

7 PPC Community & Google Team Insights

Google has added many automated tools over the past years including Smart Bidding, Responsive Search Ads, and close variant keywords.

Performance Max campaigns are the latest addition to this increasing list of automated PPC tools.

And it might be the most revolutionary campaign type so far in Google Ads.

Performance Max campaigns let advertisers promote their products & services across all of Google’s advertising channels – YouTube, Display, Search, Discovery, Gmail, and Maps from a single campaign.

Traditionally, to run ads on all of Google’s networks, you needed different campaigns and creatives for each channel.

But Performance Max rolls all of that into one campaign, simplifying the effort to reach customers.

It’s a fairly new campaign type, so best practices are still evolving.

Advertisement

To help build more knowledge around this topic, I recently spoke to product team members at Google who built Performance Max. (You can watch the full PPC Town Hall episode below.)

From early best practices to their roadmap, they shared a great deal and even answered several questions I had collected from the PPC community.

Here are some takeaways about Performance Max campaigns.

1. Performance Max Takes Priority Over Other Shopping Campaign Types

If you’re running a Performance Max campaign alongside a shopping or a smart shopping campaign for the same product (or groups of products), the Performance Max campaign takes precedence.

That means the Performance Max campaign ads will show to users instead of the ads from the Smart Shopping Campaign.

This is similar to how Smart Shopping campaigns are prioritized over Standard Shopping campaigns when running simultaneously.

When Smart Shopping campaigns upgrade to Performance Max by the end of Q3 in 2022, they will continue to be given priority over standard shopping campaigns.

When you upgrade a smart shopping campaign to Performance Max, your ads will serve on other channels such as Search, Display, Discover, YouTube, and Gmail by default.

Advertisement

So when making the transition, you should definitely revisit and review your creative assets to make sure they are all set up correctly.

2. Upgrading Smart Shopping To Performance Max Doesn’t Mean You Have To Advertise On All Channels

If you’ve loved the convenience of Smart Shopping campaigns and don’t like the prospect of your ads serving in more places, you’re not required to add all assets to a Performance Max campaign.

See also  YouTube Disables Hidden Subscriber Counts

If you connect your merchant feed but don’t provide any other assets such as a video, images, and text, your Performance Max campaign will only serve shopping ads.

Ginny Marvin, Google’s Ads Liaison said,

“For shopping, when you link a GMC feed to a Performance Max campaign, but add no other assets, the campaign will be eligible to serve Shopping formats across Search, Display, YouTube, and Gmail.”

This points to a broader tip: While there is no way to select which channels you want ads from Performance Max to appear on, you can achieve this to some extent by being selective about which assets you add to the campaign.

3. Keywords From Search Campaigns Take Priority Over Performance Max Targeting

While Performance Max cannibalizes traffic from shopping campaign types, it is intended to run alongside your existing search, display, and YouTube campaigns. They are designed to be less cannibalistic in those scenarios.

When running a search campaign alongside Performance Max, Google will first try to show ads from the search campaigns.

Ginny Marvin said,

Advertisement

“​If the keyword is identical to the query (or spell corrected), Search will be prioritized. Otherwise, prioritization is based on Ad Rank. The keyword must be eligible.”

The key here is about “eligibility.”

If an advertiser has tried a keyword without success and removed it or added it as a negative keyword in their search campaign, the Performance Max campaign may still decide to show an ad for it.

The search campaign wasn’t eligible to show an ad, so the Performance Max campaign filled in with incremental traffic.

Whether it decides to step in depends on whether it believes the incremental impressions can lead to the advertiser reaching their stated goal at the specified target.

And that leads to our next learning.

4. Reporting Accurate Conversion Data To Performance Max Yields Higher Quality Conversions

Google says that Performance Max is primarily a performance-driven campaign type with conversion goals as its target. Like all automation, it makes decisions informed by conversion data you feed into the system.

So when you set up a Performance Max campaign, make sure to report the kind of conversions that matter for your business.

Instead of calling a lead a conversion, consider only reporting a conversion when a lead is qualified or when it turns into a sale.

Advertisement

In the case of ecommerce, consider not just reporting sales but also using conversion adjustments to account for returns and repeat purchases that may affect the lifetime value of a new customer.

Google has recently introduced Enhanced Conversions for Leads which makes reporting high-quality conversion data easier than ever.

5. You Cannot Allocate Specific Budgets To Channels

In a Performance Max campaign, you cannot allocate budgets to specific channels yourself.

But Google’s machine learning takes care of that dynamically in real-time across all channels. It tries to optimize for your stated goal and prioritizes the channels that best help it achieve that goal.

According to Google, manually allocating budgets constrains Google’s ability to use its machine learning powers.

If you set monthly budgets manually across specific channels, you’re basically returning to regular search, display, and other campaigns that may be already running in your account.

But remember the trick about selectively submitting assets to a Performance Max campaign to control which channels it can show ads. This, along with running multiple Performance Max campaigns, can restore some control.

Ultimately, ask yourself why you want that control, though.

Advertisement

Andrew Lolk said in another PPC Town Hall episode that when advertisers demand control, they often really mean they want actionable insight.

Advertisers are happy when automation drives good results but get frustrated when they can’t explain those results to clients and offer strategic advice.

Google promises to build more insights for Performance Max campaigns.

6. You Can Optimize For Getting New Customers Using The New Customer Acquisition Feature

One complaint of another automated campaign type, Smart Shopping, was that it would sometimes prioritize remarketing and take credit for conversion from someone already in your pipeline, perhaps due to a non-PPC effort like SEO.

In these cases, the automated campaign may be overstating its own utility and do a poor job of growing a business with new customers.

You can avoid this by telling Google to focus on new customers and by sharing your first-party data about who your existing customers are.

And to help you with that, Google released a New Customer Acquisition goal beta through which you can optimize for new customer acquisition and maximize performance from that audience segment.

To get access now, you can reach out to your Google Ads representative or wait for the impending public launch of this new capability.

Advertisement

7. Account Level Negative Targeting Is Supported

While Google doesn’t want advertisers to micromanage targeting, Performance Max campaigns will respect account-level negative keywords and negative placements.

Some advertisers have said it can be beneficial to exclude undesirable geo locations or, at the very least, think very carefully about settings like whether you target physical locations or locations of interest.

Automation can make many guesses to find new pockets of conversions but waste a lot of money in the process.

When you have already tried certain keywords, placements, or geo targets and haven’t found them to work, use the exclusion capabilities to forbid the automation from testing these things again at your expense.

Conclusion

Performance Max campaigns show a lot of potential for advertisers, but they are radically different from the other campaign types we’re more familiar with in Google Ads.

A whole new set of best practices will evolve as more advertisers try this new campaign type.

But until then, we’re learning all we can by asking Google questions and listening to digital marketers who’ve already tried their hand at Performance Max.

Watch the full April 13, 2022, episode of PPC Town Hall for more:

Advertisement

More resources:


Featured Image: Sammby/Shutterstock

!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version=’2.0′;
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window,document,’script’,
‘https://connect.facebook.net/en_US/fbevents.js’);

if( typeof sopp !== “undefined” && sopp === ‘yes’ ){
fbq(‘dataProcessingOptions’, [‘LDU’], 1, 1000);
}else{
fbq(‘dataProcessingOptions’, []);
}

fbq(‘init’, ‘1321385257908563’);

fbq(‘track’, ‘PageView’);

fbq(‘trackSingle’, ‘1321385257908563’, ‘ViewContent’, {
content_name: ‘google-on-performance-max’,
content_category: ‘paid-media-strategy pay-per-click ‘
});

Advertisement

Source link

SEO

SEO Tips For Expanding Into German-Speaking Markets

Published

on

SEO Tips For Expanding Into German-Speaking Markets

So, you’re ready to expand into the land of wheat beer, sausage, and potatoes?

I’ve got good news for you!

With a large and affluent consumer base, Germany is an attractive market for many businesses.

But there’s one little catch: you need localization.

What’s localization, you ask?

Well, it has a lot to do with adapting your messaging to meet local cultural standards.

And while that first and foremost includes the language, it also covers traditions, humor, market expectations, and more.

Advertisement

Regardless of whether you’re looking to expand into Germany or another country, you must understand your audience’s unique needs and how to reach them before you can successfully market your business to them.

So, before you go and start directly translating your English content strategy into German, you should know that adapting to German SEO is far more than just a translation job.

German consumers have different search habits, preferences, and intent than English speakers.

Simply translating your existing content strategy is only about 10% of a true German market expansion.

To succeed in German-speaking markets with SEO, you must create a German SEO strategy from scratch.

In this article, you’ll learn:

Why A German Market Expansion Is Worthwhile

Even though localization requires additional effort, Germany is one primary market that’s absolutely worth it to invest in. Here’s why:

  • The German-speaking DACH region (Germany, Switzerland, and Austria) is a thriving consumer market. Thanks to each country’s large GDP per capita, they enjoy a high standard of living – which means consumers have more money to spend on new products.
  • The DACH region has a 93% average internet penetration, which means there are 94 million internet users in the market. In a nutshell: comprehensive internet access + high standard of living = more money for your brand.
  • In Germany, 91% of internet users rely on Google for their search needs. This makes SEO in particular a powerful tool for reaching German consumers.

Important note: When expanding your business into the German market, it is essential to work with native speakers to build your SEO strategy, because that’s your direct line for understanding local messaging requirements.

Developing your SEO strategy based on your target market’s needs helps you create quality content that resonates with your audience.

It may even give you a first-mover advantage, especially if your business is in a new and niche industry.

Advertisement

How To Craft A Winning German SEO Strategy In 6 Steps

Learning how to hang with the Germans at Oktoberfest may seem intimidating and challenging at first.

But with a few key steps, you can create a German SEO strategy that can immensely impact pipeline growth in this burgeoning market.

See also  YouTube Disables Hidden Subscriber Counts

The 6 Steps For Building A Winning SEO Strategy In The German Market

Localize your business strategy Prep your site structure Find your German competitors
Do German keyword research Localize your keyword map Localize your content

1. Localize Your Business Strategy

Let me give you a concrete example of a real business that was recently looking for help expanding in the DACH region.

Due to the U.S. and U.K. being their primary markets, international markets come second place in terms of investment but are still required to bring in high levels of new business.

After looking through their website for about 30 seconds, I noticed a major problem:

Although their website is translated to German (emphasis on the translated, not localized), their chatbot was only offered in English.

I tried typing in German in the chatbot. No reply.

It kept trying to force me to book a call with a person in the U.S.

Advertisement

I then wrote, “Does this person speak German?” in the German language, but again no reply.

Now imagine this scenario for the potential German customers of this business.

They’ve come to the website from Germany, read through the website in German, and now, do you think they feel comfortable booking a call with an English-speaking salesperson in the US?

I can most wholeheartedly tell you it’s a big “no.”

That’s why it’s not enough to just translate your existing content into German.

You also need German-speaking salespeople and customer service representatives who can interact with buyers in their language.

It’s crucial to localize your entire business strategy, otherwise, your target audience will continue choosing your competitors who do offer the buying experience they expect.

2. Prep Your Site Structure

Now that we’ve gotten the business stuff out of the way, let’s move on to SEO.

Advertisement

Before creating any content, you first need to check that your website is set up for multiple languages, which is most often done with the URL structure.

There are two options for this:

  • Option 1: example.com/de (the subfolder approach).
  • Option 2: de.example.com (the subdomain approach).

Whenever you have the option within your CMS (content management system) and technical infrastructure, always opt for the subfolder approach.

This helps transfer DA (domain authority) from your main .com domain to your German website, which means you’ll be able to rank for German keywords faster.

Once your site structure is set up, it’s also crucial to use href lang tags on your pages.

This way, you can assign a page to each market. By doing this, you’re more likely to appear in search results for German users looking for content in their language.

3. Find Your German Competitors

When it comes to competitors, localization is a major factor yet again.

While you may already know which websites you’re competing with in your native market, it’s important to understand that they will likely not be your organic search traffic competitors when you enter the German market.

See also  Google Ads Makes Automation Easier With Scripts Updates

Let’s say you’re a marketing automation software company that wants to expand into Germany.

Advertisement

SEOquake is a helpful plugin for comparing SERPs (search engine results page) in different languages and countries.

The main keyword you’d want to rank for in English markets might be “marketing automation tool.”

Here’s what SEOquake shows me as the English SERPs for the U.S.:

Screenshot from search for [marketing automation tool], Google, June 2022

Now take a look at what I get when I search for [marketing automatisierung tool], the German equivalent for that English term, in Germany:

German SERPs for “marketing automatisierung tool” using SEOquakeScreenshot from search for [marketing automatisierung tool], Google, June 2022

This difference is precisely where your opportunity for German market expansion lies.

When you localize keywords and your content to compete against local SERPs, you position your SEO strategy to generate leads and sales with localized high purchase intent keywords.

Just rinse and repeat this strategy for your main keywords and you’ll start to see trends about who your top German search competitors are.

But make sure that you follow up with these readers by offering them a buying experience that’s entirely in German.

4. Do German Keyword Research

Once you have a list of your German competitors, it’s time to do keyword research.

Keywords are the heart of your expansion strategy because that’s where you connect content to the high purchase intent keywords I mentioned above.

Advertisement

To help you do your keyword research, try the following steps:

Step 1: Set your keyword research tool (here shown with Semrush) to the German market.

Example of Semrush’s keyword overview tool for German keyword researchScreenshot from Semrush, June 2022

Step 2: Using Semrush’s keyword magic tool, type in a German keyword.

I always recommend starting with a vague head keyword, because then you can view the whole related keyword cluster in a list.

Example of Semrush’s keyword magic tool for German keyword researchScreenshot from Semrush, June 2022

Step 3: Then select longtail, search intent match keywords here that have search volume and could potentially fit into your strategy based on the content you’d like to create.

Step 4: The best way to determine where and how certain keywords fit into your content is to check their SERPs by using SEOquake as I showed in the previous section.

One caveat: Semrush can be a bit limited for German SERPs data, so if you’re planning to heavily expand into Germany using SEO, it might be worthwhile to purchase an SEO tool with a more robust German database, such as Sistrix.

The key thing to remember during the keyword localization process is that you shouldn’t just translate keywords from your brand’s first language to German.

While just translating content easily leads to content that’s never even read, the process I described ensures that your content production resources focus on localized keywords that have the opportunity to rank and impact your leads and sales in Germany.

See also  6 Common Hreflang Tag Mistakes Sabotaging Your International SEO

5. Localize Your Keyword Map

After the initial keyword research is done, it’s time to build your keyword map.

Advertisement

This means crafting German keyword clusters by search intent and ensuring that your German keyword map reflects your target audience’s needs across the sales funnel.

Here’s an example of how my team and I typically lay this out in Google Sheets:

keyword map using google sheetsScreenshot from author, June 2022

 

Doing this also allows you to determine which content from the original English-language website can be transcreated (translated and localized with specific keywords), and which new pages should be created in German.

Some pages in English won’t even need to be transcreated to German if your keyword research shows it’s not relevant to the German market – which is a primary reason why localization is much more laser-focused than pure translation.

6. Localize Your Content

The final step to developing your German SEO strategy is to localize your content.

For each content piece you plan to develop for your German audience, do the following:

Do your research.

Understand what Germans are searching for online, what kinds of content they engage with, and the messaging style they’re used to. One quick example is that German is often much more formal than U.S. and U.K. English.

Advertisement

Repurpose your top-performing existing content.

If you have existing English content that’s doing well, consider transcreating it into German if the topic is also relevant to the German market.

Make sure to optimize it for local German keywords that have search volume and match search intent to give it the best possible chance of generating leads and sales.

Write new German-specific content.

Creating new and original content is especially important if you’re targeting Germany as a foreign market because there will be elements in Germany that don’t exist in the U.S. and U.K. markets.

When you show the German audience that you understand them by investing in content that’s specifically relevant to them, that’s a significant trust builder that brings them much closer to purchase.

Track your progress.

Track your SEO strategy’s performance in the German-speaking markets using a tool like Semrush (shown in the image below).

Advertisement

Use the data to find your top content opportunities in this market and continuously update and improve your content plan.

Example of Semrush’s keyword position tracking tool for German keywordsScreenshot from Semrush, June 2022

Efficiently Expand Into The German Market With SEO Using A Proven Process

Expanding your business into new markets can be a daunting task, but it’s also an incredibly rewarding one.

When you break through to new frontiers, you open up a world of opportunities for your business.

So, don’t be afraid to venture into German-speaking markets – with the right SEO strategy in place, you can see amazing success.

More resources:


Featured Image: Stanislaw Mikulski/Shutterstock

if( typeof sopp !== "undefined" && sopp === 'yes' ){ fbq('dataProcessingOptions', ['LDU'], 1, 1000); }else{ fbq('dataProcessingOptions', []); }

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'german-expansion-seo-tips', content_category: 'strategy international-search' }); }



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish