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How To Find And Fix Internal Links

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How To Find And Fix Internal Links

If you manage a website, it’s important to check for broken internal links regularly.

Broken internal links can frustrate visitors and cause them to leave your site. They can also hurt your website’s search engine optimization (SEO).

But don’t worry. There are ways that you can easily find and fix these broken links yourself.

It will take some time, but it will be worth it in the long run for both your users and your website.

Why Internal Links Matter

Internal links are an important part of SEO because they help search engines understand the structure of your website.

They also help users navigate your website and find the information they’re looking for.

In addition, Google has said that internal link structure is a critical ranking factor.

So if you’re not paying attention to your website’s internal links, you could be missing out on valuable search engine traffic.

What Are Broken Internal Links?

A broken internal link is a link that points to a page on your website that doesn’t exist.

This can happen for many reasons:

  • The page has been deleted.
  • The page has been moved and the link wasn’t updated.
  • There’s a typo in the URL.
  • The link is pointing to the wrong page.

Broken internal links can have several negative consequences for your website, including:

  • Frustrated visitors: If a user clicks on a broken link, they’ll go to a 404 error page. This can cause them to leave your website and look for the information they need elsewhere.
  • Negatively Affected SEO: Internal links help search engines understand the structure of your website. If you have a lot of broken internal links, it can negatively impact your website’s SEO.
  • Lost website traffic: If search engines can’t crawl your website properly due to broken links, you could lose out on valuable traffic.

How Did I End Up With Broken Links?

There are many reasons that broken internal links can end up on your website.

In some cases, the links were always broken, and you never realized it.

In other cases, the links may have worked at one point but stopped due to a change you or someone else made to your website.

You Changed The URL Of A Page

If you’ve ever changed the URL of a page on your website, any internal links pointing to that old URL will now be broken.

For example, let’s say you had a page with the URL https://example.com/services.

But then you decided to change the URL to https://example.com/our-services.

Any internal links pointing to the old URL will be broken because they’re still pointing to the page’s old location.

Any links pointing to https://example.com/services will need to be updated to point to the new URL, https://example.com/our-services.

You Entered The Incorrect URL When Creating A Link

When creating internal links, it’s easy to accidentally enter the wrong URL.

This can happen for a number of reasons, such as:

  • You misspelled the URL of the page you’re linking to.
  • You forgot to include the “https://” or “http://” part of the URL.
  • You included an extra space in the URL.

All of these small mistakes can cause a broken link.

When creating links, always double-check your work to ensure you’re using the correct URL.

Careless mistakes are a common reason for broken internal links.

The person in charge was not aware of causing broken links or they were not paying attention.

Either way, if your site has many broken internal links, you must correct these as soon as you can.

The Page You’re Linking To Was Removed

If you’re linking to a page that no longer exists, the link will be broken.

This can happen for a number of reasons, such as:

  • The page was never created in the first place.
  • The page was deleted by accident.
  • The page was intentionally removed but not replaced with a new page.

Don’t discount the issues that global changes to a site’s internal links can cause when you’re not paying attention.

Links To Certain Types Of Content Have Been Removed Or Moved Elsewhere

Some types of content are often removed or moved to other locations on a website.

These can include:

  • PDFs.
  • Images.
  • Videos.
  • Audio files.

If you’re linking to any of these types of content and the file has been moved or deleted, the link will be broken.

Check any links to PDFs, images, and videos on your website to ensure they’re still working.

You Recently Updated Your Site’s URL Structure And Did Not Redirect Old URLs

If you’ve recently updated your website’s URL structure, any old URLs will no longer work.

This can cause broken links because the new URLs will differ from the old ones. For example, let’s say your website had this URL structure:

  • https://example.com/services/service-1
  • https://example.com/services/service-2
  • https://example.com/services/service-3

But then you decided to change the URL structure to this:

  • https://example.com/our-services/service-1
  • https://example.com/our-services/service-2
  • https://example.com/our-services/service-3

Any old links pointing to the old URLs will now be broken. This is because the new URL structure is different from the old one. You will need to set up redirects from the old URLs to the new ones to fix this.

Ideally, you will want to use 301 redirects instead of 302 redirects.

301 redirects are permanent and will tell search engines that the page has been moved to a new location. 302 redirects are only temporary.

Regardless of how much time I work in SEO, I continue to run into developers who use 302 redirects as their preferred solution of choice.

Sadly, this is not correct and not ideal.

For any permanent website structure changes, always make sure you use a 1:1 ratio of 301 redirects on any links that may be broken after the change.

Broken Elements Within A Page Due To Malfunctioning Plugins And Other Issues

Another common cause of broken links is malfunctioning plugins and other elements within a page.

These can include:

  • Malfunctioning social media plugins.
  • Malfunctioning contact forms.
  • Broken Javascript or CSS files.

When these elements are broken, they can cause links to be broken as well.

For example, if you have a social media plugin that’s not working, it may prevent people from being able to share your content on social media.

This can lead to fewer people linking to your site.

Another example is if you have a contact form that’s not working properly.

If people can’t get in touch with you, they may try to find your email address elsewhere on your site.

If they can’t find it, they may give up and go to a different website.

This, again, can lead to fewer people linking to your site.

If you have a video player that’s not working, it can prevent people from watching your videos.

If you have an image gallery that’s not working right, it can prevent people from seeing your images.

Both of these can lead to fewer people linking to your site. To fix this issue, you will need to find the broken element and fix it.

For example, if you have a social media plugin that’s not working, you may need to update the plugin or use a different plugin.

If you have a contact form that’s not working, you may need to fix the form or find a different contact form plugin.

Your Website Is Down

If your entire website is down, it’s a big problem.

Any links pointing to your website will be broken because people can’t visit your website.

This can lead to a significant drop in traffic overall. While this normally impacts external links, it can also affect internal links because they will now be zero.

This is especially problematic if the site is down for a long time before you discover the issue.

You will need to find out why your website is down and fix the problem. It could be an issue with your hosting, domain name, or something else.

Once you find the problem and fix it, your website should be up and running again.

But there are times when an entire website “disappears,” leaving just a blank page.

If your website shows a blank page, it is most likely due to an issue with your server or hosting.

How To Find Broken Internal Links

There are a few different ways to find broken internal links on your website.

These methods range from manually checking each link to using automated tools.

We’ll start with the manual method since it’s the most straightforward.

For this method, go through each page on your website and check all links, including links in the navigation menu, sidebar, footer, and anywhere else on the page.

Click on each link and see where it takes you.

If the link goes to another page on your website, that’s great!

If not, you’ve found a broken link.

You can also use Google Chrome’s “Inspect” tool to check for broken links. Right-click on any page on your website and select Inspect.

This will open up the “Inspect” panel.

Click on the “Console” tab and then refresh the page.

Any 404 errors will be listed. A 404 error means that the page could not be found.

In other words, it’s a broken link.

If you want to automate the process of finding broken links, there are a few different tools you can use.

These tools will crawl your website and check all of your links.

Google Search Console

Google Search Console is a free tool that allows you to track your website’s performance in Google search results.

One of the many things it can do is show you any 404 errors your website has generated.

Log into Google Search Console and go to Crawl > Crawl Errors. From here, you can see any 404 errors that your website has generated.

Screaming Frog

Screaming Frog is a desktop program that can crawl websites and find broken links. It’s available for both Windows and Mac.

Once you’ve downloaded and installed the program, enter your website’s URL and click Start.

The program will then crawl your website and generate a list of all the internal links it finds.

You can then export this list as a CSV file.

Google Analytics

Google Analytics is a free tool for tracking your website’s traffic. You can use it to find out which pages on your website generate 404 errors.

Log into Google Analytics and go to Acquisition > All Traffic > Channels > Organic Search. You can export the list of pages here and crawl them with Screaming Frog.

Once you add the file into Screaming Frog and crawl it, you can see the errors by using pages as a list directly from Google Analytics.

The benefit of doing it this way versus just crawling all pages with Screaming Frog is the ability to prioritize your internal link correction efforts based on pages physically receiving traffic on your site.

How To Fix Broken Internal Links

Once you’ve found the broken internal links on your website, it’s time to fix them.

Here are a few methods you can use:

  • Redirect the link: If the page that the link is pointing to has been moved, you can redirect the link to the new page. This will ensure that users go to the right page, and it won’t damage your website’s SEO.
  • Update the link: If there’s a typo in the URL, or if the link is pointing to the wrong page, you can update it to point to the correct page. Again, this will help improve your website’s SEO.
  • Remove the link: In some cases, it might be best to remove the broken link from your website. This is usually the case if the linked page has been deleted and is no longer available.

You may also want to check Google Analytics reporting to determine which pages receive traffic and prioritize your link removals.

By working on prioritizing these tasks, you can cut your workload to a minimum.

This works well for sites with a few pages receiving many visitors instead of thousands of pages receiving many visitors.

By following these steps, you can find and fix any broken internal links on your website. Doing so will help improve your website’s SEO and keep visitors happy.

Here are some tips on how to find and fix broken internal links:

Use A Link Checker

There are many link checkers available online.

Some are free and some are paid.

A quick Google search will turn up plenty of options.

Check Your Site’s XML Sitemap

If you have an XML sitemap for your website, this is a great way to find broken links.

Download the sitemap, open it in Screaming Frog, and crawl it.

From here, you can see all the links on your website and check to see if any are broken.

Check For Redirects

If you’ve recently moved pages on your website, some of the old links might still point to the old page.

Check with a tool like Screaming Frog.

Just enter your website’s URL and click Start.

The program will then crawl your website and generate a list of all the internal links it finds. You can then export this list as a CSV file.

Use Google Analytics

Google Analytics is a free tool that allows you to track your website’s traffic.

You can use it to find out which pages on your website generate 404 errors. Log in to Google Analytics and go to Behavior > Site Content > All Pages.

You should see a list of all the pages on your website and how many times each page has generated a 404 error.

How Do Broken Links Negatively Affect Your SEO?

Broken links can negatively affect your SEO in several ways, from crawling to indexing and simply from people unable to find a page on your site.

If your broken links interfere with any of these processes, you have a problem to correct.

First, Google uses links to crawl the web.

When Google crawls a website, it follows all of the links on the site.

If there are broken links on the site, Google may not be able to crawl the site properly.

This can lead to Google not indexing all of the pages on your website.

The fewer pages on your site that Google can index, the fewer pages of content that your users will see.

If you have many pages of content that are unable to be crawled or indexed, this could lower the quality of your website overall.

Second, links are one metric that Google could use to determine the quality of a website.

If a website has a lot of broken links that are generating many errors, Google may view it as low quality.

This can lead to a lower search engine ranking.

Finally, people use links to navigate the web. Clicking on a link that doesn’t work is frustrating.

This can lead to visitors leaving your site entirely.

Broken Internal Links Are A Headache But Are Often A Neglected SEO Task

Broken internal links can damage your website’s SEO and frustrate visitors.

But by using a link checker and checking your site’s XML sitemap, you can easily find and fix any broken links on your website.

It will help improve your SEO, keep visitors happy, and help avoid potential issues with Google crawling and indexing your website.

So take the time to fix broken internal links, and your website will be better off for it.

More resources: 


Featured Image: Production Perig/Shutterstock



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Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny

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Google's AI Overviews Go Viral, Draw Mainstream Media Scrutiny

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.



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New Google Search Ads Resemble AI Assistant App

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New Google Search Ads Resemble AI Assistant App

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

1716722762 15 New Google Search Ads Resemble AI Assistant App

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

1716722762 242 New Google Search Ads Resemble AI Assistant App

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

1716722762 187 New Google Search Ads Resemble AI Assistant App

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

1716722762 395 New Google Search Ads Resemble AI Assistant App

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

1716722762 588 New Google Search Ads Resemble AI Assistant App

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

1716722762 751 New Google Search Ads Resemble AI Assistant App

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

1716722762 929 New Google Search Ads Resemble AI Assistant App

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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How Do I Get A Job With A PPC Agency

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Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

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Featured Image: Paulo Bobita/Search Engine Journal

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