Connect with us

SEO

Google Brings Optimization Score To Performance Max Campaigns

Published

on

Google Brings Optimization Score To Performance Max Campaigns

Google is rolling out six new features for Performance Max campaigns, including the long-awaited optimization score.

Advertisers now have a quick and easy way to identify areas for improvement before a Performance Max campaign goes live.

In addition, newly added explanations will help answer questions regarding a campaign’s performance after launch.

Here are all the details about the four new features for Performance Max campaigns.

Google Ads Performance Max Campaigns: 6 New Features

1. Optimization Score

Find ways to improve your campaign with the Google Ads optimization score.

The score ranges from 0-100%, and if your campaign is graded at anything less than 100%, you’ll get recommendations for increasing the score.

Optimization score is a feature advertisers depend on when creating other types of campaigns in Google Ads, and now it’s available for Performance Max.

Advertisement

2. Seasonality Adjustments

With seasonality adjustments, you can tailor your bid strategy to events where conversion rates are expected to be higher, like promotions and sales.

Google recommends utilizing seasonality adjustments when you anticipate a significant increase in conversion rate outside of typical seasonal patterns. Smart bidding already takes into account predicted seasonal events.

3. Data Exclusions

With data exclusions, you can tell Google’s smart bidding to ignore data from dates where your campaign had issues with conversion tracking.

Excluding that data can prevent inaccurate conversion tracking data from affecting your Performance Max bid strategy.

4. Advanced Location Targeting Controls

Get more precise with your targeting by utilizing new advanced location options.

Under “Location options” in your campaign settings, you’ll find options to target based on physical “presence” or “presence or interest.”

5. Explanations

Explanations in Performance Max campaigns will help take the guesswork out of understanding why you see an unexpected performance shift.

Google Ads will provide recommendations to correct your performance, allowing you to save time by troubleshooting issues immediately.

Advertisement

6. Diagnostic Insights

During the initial setup of a Performance Max campaign, you can utilize diagnostic insights to identify any issues with ad policy, billing, budget, and more.

If any issues are found, Google will provide recommendations for fixing them.


Source: Google Ads Help
Featured Image: iQoncept/Shutterstock

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'google-brings-optimization-score-to-performance-max-campaigns', content_category: 'news pay-per-click' }); }



Source link

SEO

Link relevancy trumps volume for SEO

Published

on

Data speaks Link relevancy trumps volume for SEO

30-second summary:

  • Earned media coverage is more valuable than ever for your website
  • Digital PR is just as important as technical SEO
  • A large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, it’s impossible to deny the benefit that digital PR as a tactic has on an organic growth strategy. Earned media coverage is more valuable than ever for your website. You could be doing everything right for SEO, but if you’re not building links, you’re still missing out on the increased search visibility, organic traffic, and brand awareness that backlinks bring to your business.

Last year, Google’s John Mueller finally weighed in on digital PR as a tactic and confirmed what we’ve all known for a while now: that it’s just as important — if not more — as technical SEO.

As digital PR is still a relatively “young industry” that’s only just sprouted up in the past 10 years, many PR pros have relied on “viral” campaigns to boost the backlink portfolio of their clients. These viral campaigns are often celebrated but are often created with little regard to how relevant, or “on-brand” those ideas really are.

After all, if a large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, link volume is no longer the goal (or shouldn’t be)

While many PR pros’ were evaluating their success around this one key metric (link volume) others in the industry have suspected for a while now that the relevance of linking coverage is a key factor Google looks at when assigning “value” to links.

Once again, John Mueller has settled the debate about link volume vs link relevance,  coming out in 2021 and saying that ‘the total number of links’ doesn’t matter at all.

Advertisement

This clarity has helped refocus the digital PR industry and forced PR pros to re-evaluate what metrics and KPIs we need to be focusing on to drive true organic growth.

It’s no longer enough to be ‘popular’ you also need to be relevant. Not just in terms of the publications you are targeting, but the keywords you want to rank for,  audience interest, and most importantly, brand alignment to the story you are pitching in.

Google is continuously looking to become more intelligent through its use of machine learning and artificial intelligence. It wants to understand web content as a human, and therefore through its use of natural language understanding, it is likely to not just be looking at the anchor text of links in third-party articles, but it is also wanting to understand the wider context of the article that a brand is placed in.

How to ensure your link-building activity is relevant to your brand

The first steps to coming up with relevant content ideas for your digital PR campaign are to:

  1.  understand your client, and
  2.  understand your client’s audience and their needs.

Every good idea will flow from these two pillars.

If Google’s main objective is to show the best content to users through search, then your job is to create content that either supports your client’s product or service or supports their customers.

It is more important than ever to not only create relevant and on-brand content in the written form but also ensure that any supporting assets created (video, images, audio) are also relevant to the target keywords and services or products that the brand sells.

Advertisement

In addition, it’s important to create content that engages people, to drive further buzz and positive sentiment around the brand, all of which contribute to greater brand awareness and affinity among your potential customers.

How to measure the relevancy of your backlink profile

We now have the technology available to us to be able to understand and assign quantifiable metrics to the relevance of linking coverage (or indeed the relevance of any text-based content) – which allows us to be much more data-driven and targeted when developing digital PR, link creation activity and competitor and marketplace analysis.

For example, natural language understanding tools like Salient, measure the relevancy of both off-page and on-page content. Tools like this help to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile.

At Journey Further, we use this proprietary tool to measure the relevancy of both off-page and on-page content for our clients.

Measuring the relevancy of your backlink profile

We can use this tool to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile but also aids us in optimizing its content on-site. The outcome of which – is a much more focused, effective, and measurable digital PR activity that is better aligned to SEO objectives and that delivers better ROI for clients.

Looking ahead to 2023

Looking ahead to 2023 and beyond, it’s likely that Google will only continue to develop better technology to understand web content.

All digital PR campaigns should reflect this, and where possible, be multi-faceted, not just relying on a single press release to get cut through. We need to be thinking as marketers, not just SEO practitioners, and ensure we are driving as much ROI as possible. Taking a brand plus performance approach to SEO and digital PR will therefore be key.


Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.

Advertisement

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

Source link

Advertisement
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