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SEO Community Spotlight: London

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SEO Community Spotlight: London

London’s SEO community is a vibrant, thriving one.

With so much ground to cover, we did some serious digging to showcase the city’s best SEO speakers, conferences, and meet-ups.

London’s search community was nascent but sizable from the early noughties. By around 2010, small SEO meet-ups were happening with fair regularity across the city.

As the search space flourished, some meet-ups gained enough traction to organize namesake conferences, including LondonSEO XL and SMX London.

There’s a meet-up for every kind of SEO professional. Here are some notable ones:

Search London

Search London has been around for over a decade.

For context, co-organizer Jo took over Search London in October 2010. Back then, the meet-up was known as “SEO, SMO and PPC” and was run by Judith Lewis—who today owns advertising agency Decabbit Consultancy.

The meet-up is open to anyone in SEO, PPC, or social media—and offers marketing professionals and first-time speakers a safe, supportive space to share their industry knowledge and experiences.

The group has ramped up its online and offline meet-ups in the past year—these typically take place once a month.

Search London speakers also occasionally broach broader and more diverse topics, such as how to be an LGBTQ+ ally in marketing, or handling workplace stress.

Search ‘n Stuff

After moving to London and attending several SEO meet-ups and conferences around the city, Yagmur founded Search ‘n Stuff in June this year. She even held a poll to gauge potential interest:

Unlike your typical SEO meet-up, each (paid) session takes place in a fireside restaurant with around 12 marketers. Expect sharings centered on strategies, campaigns, and other relevant topics.

Fledgling as Search ‘n Stuff may be, the group’s already held gatherings in Brighton and Istanbul. And Yagmur has bigger plans—including organizing a namesake conference that will bring together a diverse range of voices and insights.

Online Marketing London 

What started as a personal project for founder Gus in 2010 has since evolved drastically: Today, Online Marketing London brings together the city’s top SEOs and marketers through quarterly networking events and workshops.

Credit: Online Marketing LondonCredit: Online Marketing London

Topics of discussion revolve around the evolution of marketing, the future of work, and more. You can also join their Slack channel, Tech London—though it isn’t SEO-focused.

In 2024, Gus and Michael plan to organize more regular events for their members.

London SEO Meet-up

If you’ve heard of LondonSEO XL, you may know that the annual conference is an extension of this meet-up by SEO agency Blue Array.  

Since 2018, its mission has been to elevate the industry by promoting strong SEO practices and speakers. 

Before moving into a more casual networking session, its bimonthly meet-ups typically kick off with sharings from experts—past speakers include Nick Wilsdon, Paige Hobart, and Search London’s Jo. 

PPC Live

PPC Live is relatively new to the SEO scene: After noticing there weren’t any PPC networking events around the city, Anu founded the (ticketed) meet-up in April 2022.

Events take place once a quarter, with the next one slated for Jan 2024. Each session is a casual get-together over drinks and food as four speakers share their expertise. Expect a solid lineup—past speakers include Rand Fishkin, Crystal Carter, Holly Kelly, and more.

SEO conferences in London

Search conferences across the UK are aplenty—but you’ll find some solid options within London, too

(Not from around here? We rounded up the best SEO conferences from elsewhere.)

WTSFest London

Women in Tech SEO (WTS) began in 2019 as a support network for women in the technical SEO space and has grown to 6,000 members across Facebook and Slack.

Founder Areej AbuAli has since organized three editions of WTSFest—an annual full-day conference whose speakers come from all areas of search. WTS also runs workshops, a mentorship program, and even a podcast and newsletter. 

LondonSEO XL Conference

LondonSEO runs meet-ups, as we mentioned earlier—but their conferences are really a culmination of the Blue Array team’s hard work. (Ahrefs was even a headline sponsor for LondonSEO XL in 2022 and 2023!)

Credit: Blue ArrayCredit: Blue Array

For a taste of what to expect, you can access speaker slides and replay videos from this year’s conference here. Speakers included Barry Schwartz, Chima Mmeje, Ahrefs’ own Joshua Hardwick, and many more.

MeasureCamp London

Conceived in 2012 by Peter O’Neill, MeasureCamp is a (free!) digital analytics conference that now takes place in 24 cities around the world.

https://www.youtube.com/watch?v=W4nl8LDH3kI

The idea behind the conference was born of casual meet-ups among a group of developers, product managers, and social media users. Peter leveraged the growing network and organized the first MeasureCamp conference in Mozilla’s London office in Sep 2012.

At MeasureCamp London 2023, experts from the likes of Meta, Conductrics, and Measurelab discussed everything from full-funnel growth to measuring email performance.

SearchLove Conference

SearchLove is a marketing conference conceived in 2009 by Distilled founders Will Critchlow and Duncan Morris. The conference today takes place in London, San Diego, and Philadelphia.

Credit: SearchLove (via Facebook)Credit: SearchLove (via Facebook)

In its most recent San Diego edition, the two-day conference saw 200+ marketers in attendance to glean insights from the likes of Dr. Pete Meyers, Aleyda Solis, and Will Reynolds.

Search Marketing Expo (SMX) London

This well-loved conference series by Search Engine Land has been around for 15 years (!), and brings together some of the best-in-class marketers. 

Credit: SMX London (via Facebook)Credit: SMX London (via Facebook)

Despite its name, the conference is open to everyone: developers, PR reps, and social media marketers. Each edition has multiple tracks no matter your level of experience, so you’re bound to leave with fresh takeaways and an expanded network of contacts.

SEO professionals in London

You’ll find a slew of talented search professionals residing in the city—and attending meet-ups and conferences too. These include:

Areej AbuAli, Crawlina

Areej is best known for founding Women in Tech SEO. This community champions diversity and inclusion for underrepresented voices in the tech industry. She’s also the founder of SEO consultancy Crawlina, whose services span technical and on-site SEO.

Will Critchlow, SearchPilot

Will is the founder and CEO of SearchPilot, a server-side A/B testing platform. He previously co-founded Distilled alongside Duncan Morris. The pair are also the brains behind SearchLove Conference.

Chima Mmeje, Moz

Chima is a senior content marketer at Moz and a contributor to Zenith Copy, Search Engine Watch, and more. Before this, she worked on content strategy projects for the likes of Aura, Pace, and First Page Strategy.

Judith Lewis, Decabbit Consultancy

Judith has over 25 years of digital marketing experience, with a focus on SEO. She founded and currently helms advertising firm Decabbit Consultancy.

Anu Adegbola, PPC Live

Anu is the CMO and founder of PPC Live, a London-based meet-up. She’s served in various paid search roles and was previously global CMO at Brainlabs. She also hosts and produces a podcast called #PPCChat Roundup—give it a listen here.

Gus Ferguson, Ascendant

Gus is the co-founder of venture consultancy Ascendant, where he looks after its growth marketing efforts. He is also a co-organizer for marketing meet-up Online Marketing London. Prior to this, he served as partner at growth agency Salience.

Yagmur Simsek, Philip Morris International

When she’s not organizing meet-ups for Search ‘n Stuff, Yagmur is an in-house SEO at Philip Morris International. She’s also the co-founder of cybersecurity firm CGS Network, and previously worked in SEO strategy roles at digital agencies including Re:signal and Optdcom. 

London is home to a high concentration of search-focused agencies—among them Blue Array, The SEO Works, GenieCrawl, SEO Works, Crawlina, Brainlabs, and Make Agency.

Then there’s Screaming Frog, which you may know (and use!) thanks to its site crawler and log file analyzer tools. They also have an offshoot agency that offers SEO services and beyond.

Another popular (if slightly more niche) company is SearchPilot by Will Critchlow, whom we mentioned a little earlier. His company’s SEO A/B testing platform is built for businesses across retail, travel, ecommerce, and more.

Final thoughts

With the wealth of search events and meet-ups around London, it’s never been easier to expand your network or get involved—many groups are on the constant lookout for first-time speakers, organizers, event spaces, and sponsors.

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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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