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Google Ads Has A New Way To Measure Offline Leads

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Google Ads Has A New Way To Measure Offline Leads

As a marketer, understanding how your leads convert is crucial.

It’s easy to have a disconnect between capturing a user’s information online as a lead, and the end result of converting them to a customer.

Whether you’re in B2B or B2C, you’ve probably been met with this struggle before.

Last year, Google introduced Enhanced Conversions for web, which benefitted a lot of online stores and ecommerce transaction. Now, Google has a solution for lead generation businesses.

Google is introducing a solution to help advertisers measure offline conversions: enhanced conversions for leads.

We’ll explore how the technology works and how you can start implementing it right away.

What Are Enhanced Conversions?

Enhanced conversions is a tool you can use with existing conversion tags in Google Ads to make conversion measurement more accurate.

You can set up enhanced conversions measurement within Google Ads or Google Tag Manager.

Enhanced conversions utilizes your existing Google Ads tag, which then sends secure first-party conversion data to Google in a safe, private way.

How does this work?

Information you receive from a lead online (email, name, address, etc.) is hashed and sent to Google. This information is then used to enhance your conversion measurement.

Google uses a secure hashing algorithm called SHA256, which is a one-way data send.

Hashed data means peoples’ information is secure, private, and anonymized.

Enhanced conversions for leads is slightly different from enhanced conversions for web.

The main differences of enhanced conversions for leads include:

  • Improves measurement of offline transactions that originally came from a website lead or visitor.
  • When uploading lead data, the provided hashed information is attributed back to the corresponding Google Ads campaign

Google provided a helpful visual for you to understand the process.

Image credit. Support.google.com, March 2022

In order for enhanced conversions to be set up, you need to have specific customer information. Google requires at least one of the customer data pieces:

  • Email address (preferred)
  • Name and home address
  • Phone number (this must be provided in addition to one of the other attributes)

Benefits Of Enhanced Conversions

If you’re in the lead gen space, you may want to think about adopting this feature. There are many benefits to setting up enhanced conversions. Some of the main benefits include:

  • Easier set-up
  • Better performance
  • Flexible implementation

Because there is no need to modify or change your CRM system, set-up for enhanced conversions is easier.

You can configure within your Google Ads or Google Tag Manager account. Whichever way you choose to set these up, it requires only slight configuration changes.

To set up enhanced conversions in Tag Manager, instructions can be found here.

If you don’t utilize Tag Manager but have a Global Site Tag, implementation instructions are provided here.

Summary

We live in a multi-touch and multi-influence world. If you’re still relying on last-click attribution, you may benefit from this new feature.

With the additional data points, you’ll be able to optimize campaigns for sales that happen off your website.


Source: Google Ads Help

Featured Image: Lightspring/Shutterstock




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Google Quietly Ends Covid-Era Rich Results

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Google Quietly Ends Covid-Era Rich Results

Google removed the Covid-era structured data associated with the Home Activities rich results that allowed online events to be surfaced in search since August 2020, publishing a mention of the removal in the search documentation changelog.

Home Activities Rich Results

The structured data for the Home Activities rich results allowed providers of online livestreams, pre-recorded events and online events to be findable in Google Search.

The original documentation has been completely removed from the Google Search Central webpages and now redirects to a changelog notation that explains that the Home Activity rich results is no longer available for display.

The original purpose was to allow people to discover things to do from home while in quarantine, particularly online classes and events. Google’s rich results surfaced details of how to watch, description of the activities and registration information.

Providers of online events were required to use Event or Video structured data. Publishers and businesses who have this kind of structured data should be aware that this kind of rich result is no longer surfaced but it’s not necessary to remove the structured data if it’s a burden, it’s not going to hurt anything to publish structured data that isn’t used for rich results.

The changelog for Google’s official documentation explains:

“Removing home activity documentation
What: Removed documentation on home activity structured data.

Why: The home activity feature no longer appears in Google Search results.”

Read more about Google’s Home Activities rich results:

Google Announces Home Activities Rich Results

Read the Wayback Machine’s archive of Google’s original announcement from 2020:

Home activities

Featured Image by Shutterstock/Olga Strel

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Google’s Gary Illyes: Lastmod Signal Is Binary

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Google's Gary Illyes: Lastmod Signal Is Binary

In a recent LinkedIn discussion, Gary Illyes, Analyst at Google, revealed that the search engine takes a binary approach when assessing a website’s lastmod signal from sitemaps.

The revelation came as Illyes encouraged website owners to upgrade to WordPress 6.5, which now natively supports the lastmod element in sitemaps.

When Mark Williams-Cook asked if Google has a “reputation system” to gauge how much to trust a site’s reported lastmod dates, Illyes stated, “It’s binary: we either trust it or we don’t.”

No Shades Of Gray For Lastmod

The lastmod tag indicates the date of the most recent significant update to a webpage, helping search engines prioritize crawling and indexing.

Illyes’ response suggests Google doesn’t factor in a website’s history or gradually build trust in the lastmod values being reported.

Google either accepts the lastmod dates provided in a site’s sitemap as accurate, or it disregards them.

This binary approach reinforces the need to implement the lastmod tag correctly and only specify dates when making meaningful changes.

Illyes commends the WordPress developer community for their work on version 6.5, which automatically populates the lastmod field without extra configuration.

Accurate Lastmod Essential For Crawl Prioritization

While convenient for WordPress users, the native lastmod support is only beneficial if Google trusts you’re using it correctly.

Inaccurate lastmod tags could lead to Google ignoring the signal when scheduling crawls.

With Illyes confirming Google’s stance, it shows there’s no room for error when using this tag.

Why SEJ Cares

Understanding how Google acts on lastmod can help ensure Google displays new publish dates in search results when you update your content.

It’s an all-or-nothing situation – if the dates are deemed untrustworthy, the signal could be disregarded sitewide.

With the information revealed by Illyes, you can ensure your implementation follows best practices to the letter.


Featured Image: Danishch/Shutterstock

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How to Persuade Your Boss to Send You to Ahrefs Evolve

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How to Persuade Your Boss to Send You to Ahrefs Evolve

There’s one thing standing between you and several days of SEO, socializing, and Singaporean sunshine: your boss (and their Q4 budget 😅).

But don’t worry—we’ve got your back. Here are 5 arguments (and an example message) you can use to persuade your boss to send you to Ahrefs Evolve.

About Ahrefs Evolve

  • 2 days in sunny Singapore (Oct 24–25)
  • 500 digital marketing enthusiasts
  • 18 top speakers from around the world

Learn more and buy tickets.

SEO is changing at a breakneck pace. Between AI Overviews, Google’s rolling update schedule, their huge API leak, and all the documents released during their antitrust trial, it’s hard to keep up. What works in SEO today?

You could watch a YouTube video or two, maybe even attend an hour-long webinar. Or, much more effective: you could spend two full days learning from a panel of 18 international SEO experts, discussing your takeaways live with other attendees.

How to Persuade Your Boss to Send You to AhrefsHow to Persuade Your Boss to Send You to Ahrefs
Evolve speakers from around the world.

Our world-class speakers are tackling the hardest problems and best opportunities in SEO today. The talk agenda covers topics like:

  • Responding to AI Overviews: Amanda King will teach you how to respond to AI Overviews, Google Gemini, and other AI search functions.
  • Surviving (and thriving) Google’s algo updates: Lily Ray will talk through Google’s recent updates, and share data-driven recommendations for what’s working in search today.
  • Planning for the future of SEO: Bernard Huang will talk through the failures of AI content and the path to better results.

(And attendees will get video recordings of each session, so you can share the knowledge with your teammates too.)

View the full talk agenda here.

There’s no substitute for meeting with influencers, peers, and partners in real life. 

Conferences create serendipity: chance encounters and conversations that can have a huge positive impact on you and your business. By way of example, these are some of the real benefits that have come my way from attending conferences:

  • Conversations that lead to new customers for our business,
  • Invitations to speak at events,
  • New business partnerships and co-marketing opportunities, and
  • Meeting people that we went on to hire.

There’s a “halo” effect that lingers long after the event is over: the people you meet will remember you for longer, think more highly of you, and be more likely to help you out, should you ask.

(And let’s not forget: there’s a lot of information, particularly in SEO, that only gets shared in person.)

The “international” part of Evolve matters too. Evolve is a different crowd to your local run-of-the-mill conference. It’s a chance to meet with people from markets you wouldn’t normally meet—from Australia to Indonesia and beyond.

How to Persuade Your Boss to Send You to AhrefsHow to Persuade Your Boss to Send You to Ahrefs
Evolve attendees by home country.

If you’re an Ahrefs customer (thank you!), you’ll learn tons of tips, tricks and workflow improvements from attending Evolve. You’ll have opportunities to:

  • Attend talks from the Ahrefs team, showcasing advanced features and strategies that you can use in your own business.
  • Pick our brains at the Ahrefs booth, where we’ll offer informal 1:1 coaching sessions and previews of up-coming releases (like our new content optimization tool 🤫).
  • Join dedicated Ahrefs training workshops, hosted by the Ahrefs team and Ahrefs power users (tickets for these workshops will sold separately).

As a manager myself, there are two questions I need answered when approving expenses:

  • Is this a reasonable cost?
  • Will we see a return on this investment?

To answer those questions: early bird tickets for Evolve start at $570. For context, “super early bird” tickets for MozCon (another popular SEO conference) this year were almost twice as much: $999.

There’s a lot included in the ticket price too:

  • World-class international speakers,
  • 5-star hotel venue,
  • 5-star hotel food (two tea breaks with snacks & lunch),
  • Networking afterparty, and
  • Full talk recordings to later share with your team.

SEO is a crucial growth channel for most businesses. If you can improve your company’s SEO performance after attending Evolve (and we think you will), you’ll very easily see a positive return on the investment.

Traveling to tropical Singapore (and eating tons of satay) is great for you, but it’s also great for your team. Attending Evolve is a chance to break with routine, reignite your passion for marketing, and come back to your job reinvigorated.

This would be true for any international conference, but it goes double for Singapore. It’s a truly unique place: an ultra-safe, high-tech city that brings together dozens of different cultures.

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Little India in Singapore

You’ll discover different beliefs, working practices, and ways of business—and if you’re anything like me, come back a richer, wiser person for the experience.

If you’re nervous about pitching your boss on attending Evolve, remember: the worst that can happen is a polite “not this time”, and you’ll find yourself in the same position you are now.

So here goes: take this message template, tweak it to your liking, and send it to your boss over email or Slack… and I’ll see you in Singapore 😉

Email template

Hi [your boss’ name],

Our SEO tool provider, Ahrefs, is holding an SEO and digital marketing conference in Singapore in October. I’d like to attend, and I think it’s in the company’s interest:

  • The talks will help us respond to all the changes happening in SEO today. I’m particularly interested in the talks about AI and recent Google updates. 
  • I can network with my peers. I can discover what’s working at other companies, and explore opportunities for partnerships and co-marketing.
  • I can learn how we can use Ahrefs better across the organization.
  • I’ll come back reinvigorated with new ideas and motivation, and I can share my top takeaways and talk recordings with my team after the event.

Early bird tickets are $570. Given how important SEO is to the growth of our business, I think we’ll easily see a return from the spend.

Can we set up time to chat in more detail? Thanks!

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