SEO
Verify Your Google Business Profile With Video Verification
Verification is an important step in properly setting up a Google Business Profile (GBP).
Before your GBP will become visible to the public and you can do all the fun things with your profile – like creating posts, responding to reviews, updating your profile, and more – you must first verify it.
When a business (i.e., merchant) sets up a Google Business Profile, Google offers a method (or sometimes several ways) to verify the profile.
This verification process helps Google ensure that the business is a real and legitimate business that is eligible for a GBP and meets Google’s guidelines for representing your business on Google.
In an ideal world, Google would actually visit each and every location with a GBP to make sure the business is real and meets all guidelines.
But that, obviously, is not possible.
One of the ways Google can verify a business is through video verification. Video verification is the next best thing to actually visiting a business.
It’s almost like a “digital in-person” check-in on the business.
The video allows Google to actually see the company and more details about the business.
Google’s video verification method tries to authenticate and confirm legitimate businesses and (hopefully) weed out spammy and fake listings that could inundate the Local Pack, Local Finder, and Google Maps and confuse or hurt consumers.
Various Verification Methods
As mentioned, Google provides several ways to verify your business.
It’s important to note that Google decides which verification method a merchant must use to verify its GBP.
Businesses do not get to choose the method of verification – Google picks the verification method for them.
Verification by postcards with PIN numbers used to be the typical method of GBP verification.
But this seems to be changing, and businesses are receiving other ways to verify their Business Profiles.
In February 2022, verifying businesses by postcards sent in the mail was listed first when Google outlined the verification process.
Screenshot from Google, February 2022However, by July 2022, verification via postcard was bumped down to last on the verification methods list:
Screenshot from Google, July 2022This might be a signal that Google is moving towards other ways to verify GBPs, and that merchants should be prepared to verify their listings in ways other than just postcards – like phone, text, email, live video call, and video recording verification.
Why Video Verification?
Google is trying hard to ensure that the GBPs set up are legitimate businesses meeting Google’s guidelines.
With the video verification process, Google is trying to garner the following information:
- Existence: Is this a genuine/real business? Does it exist?
- Geographic location: Is the business located where the Business Profile says it is located? (It isn’t easy to film a video of a bookstore in New York City and pretend that it’s a bookstore in London.)
- User integrity: Is this an authentic company? Is it a real merchant? Google is trying to determine if someone is attempting to commit fraud.
- Affiliation: Is this merchant actually associated with the business? Do they have the authority to represent the business?
When businesses submit video evidence that proves and shows these things, Google operators can review the video to determine if the evidence presented is strong enough to verify that the business is located where it says it is, performs the work it claims it does, and more.
What Is The Google Business Profile Video Verification Process?
Google offers numerous ways for businesses to verify their GBP, but Google decides which way (or ways) each merchant must verify.
As a business owner, you must verify via the method Google chooses for you.
However, if you absolutely cannot verify via the method offered, you can reach out to the Google Business Profile Support team and see if they can provide you with another way to verify your GBP. An example of this would be if you are asked to verify via text and you only have a landline.
When you get to the verification process, you may be asked to perform the video verification process.
Screenshot from Google Business Profile, July 2022To go through the video verification process, you’ll need a mobile device with a camera.
If you get this verification option, it’s important that you understand the rationale for the video verification.
You should know what needs to be included in the video, so the Google operator reviewing it is convinced that your company exists and does what it says it does. The operator must also be convinced the person taking the video is associated with the business.
They will also want to verify that the geographical location matches the location of the business as listed in its GBP.
It’s also important to follow the on-screen instructions and plan everything out before you start recording the video. Since the video must be done in one continuous video, planning ahead is crucial!
In the video verification process, Google asks the business owner (or someone with authority to represent the business) to create a short, continuous video that provides evidence that the business is an actual, legitimate business.
The video should be short and to the point.
Each video is manually reviewed by a Google employee and is meant to simulate an in-person visit to the business.
Google doesn’t ask you to share anything sensitive – like people’s faces or documents that contain confidential information.
These videos are kept private and are only used for verification purposes.
Don’t worry; It will never be published and can be deleted anytime.
Planning Your Video For Business Profile Video Verification
Before you actually shoot your video, you should plan out what you are going to show in the video, who will be in it, and who will record it.
Next, you’ll want to ensure you cover the items necessary to convince Google that your business is legitimate.
Here are the types of things you want to be sure to show in your video.
Keep in mind that these items do not have to be shown in any particular order – they just all must be shown in the video to prove that your business is real.
Show That Your Business Exists
For this part of the video, you need to show proof that your business exists, where it is located geographically, and other items that prove it’s a legitimate business.
Screenshot from Google Business Profile, August 2022It’s important to show the exterior and interior of your company’s building in the video.
If you’re a storefront business, you must show the outside of the building, as well as the permanent signage on the exterior and any signage/branding inside the building.
Also include the location, relevant street signs, and other nearby businesses, so Google can get an idea of where you’re geographically located.
Don’t show unmarked roads or land – that will not help Google establish your location.
Showing your outdoor signage is a must if you have a storefront location (i.e., a storefront location is when local customers visit your place of business, you have permanent signage, and you must have employees staffed at the business location during stated business hours.)
Permanent signage is a requirement for storefront businesses. Vinyl banners or other temporary signs do not count as permanent signage.
If you do not have permanent signage, you do not qualify as a storefront.
Pan your video next door and across the street to show the businesses nearby so Google can double-check with Google Maps and Streetview to ensure that your business is located where you claim it is.
Image from author, August 2022It’s also vital to walk into your building and show the inside of your company so Google sees that it’s a legitimate business – and not just empty rooms.
Any time you can show your company’s branding on the walls – like in the lobby or entryway – it’s great to show those types of things in the video.
If you work in an office building with multiple floors and many businesses, be sure to show the office building’s business directory pointing out your company’s listing and suite number.
If you have any professional tools that you use, marketing materials, or company branding, be sure to show those in the video as well.
If you’re a Service Area Business (SAB), you will need to show any tools of the trade that you use to perform your work for clients in the video.
For instance, if you are a solar company, you should show the solar panels you install, any installation equipment you use, branded trucks, ladders, any heavy equipment you use, tools of the trade that you have stored, etc.
Are you a lawn care company? Show all your lawnmowing equipment, trimmers, leaf blowers, etc. (The average Joe at home won’t have 10 commercial lawnmowers, for instance – but you do!)
It’s also vital to show your service vehicles with the branding on them. (A video showing a plain white van will not be acceptable.)
So, ensure that your service vehicles are branded with your company name and logo and are seen clearly in the video.
Show Geographic Location
Google wants to know that your business is located where your GBP says it is located. The Google operator needs to be convinced that the company in the video is in the same geographical location as in Google Maps.
If you’re a storefront business, you can show street signs near your business, pan over, and show adjacent companies near your company. However, showing Google a vacant lot where your business should be will not instill confidence that you are a legitimate business.
Image by author, August 2022If you operate your SAB out of your home, show the street signs, your home with your street number on it, your mailbox, and any other things that prove your address.
Show User Integrity: Prove You’re A Real Business
One way to prove you have a real business is by showing items in the video that only a real business like yours would have.
Screenshot from Google Business Profile, July 2022For example, showing a generic software application on your computer screen will not convince Google that you’re a legitimate business.
Image by author, August 2022However, if your company uses specific software to operate your business, like if you’re an accountant and you use professional accounting software, you’re a veterinarian and you use software specifically developed for vets’ offices, or you’re a digital marketer or design firm that creates videos or podcasts for clients using a tool like Camtasia, then showing that software on your computer screen and your audio/video setup in the video would help prove to Google that you are legit.
Screenshot from Camtasia, August 2022If you’re a Service Area Business, showing your work van with equipment in the back of the truck in the video is very helpful and useful for the Google operator as they are reviewing your video to determine the legitimacy of your company.
Affiliation: Is The Merchant Real?
For this part of the video, you need to prove that the company is real and that the merchant is actually affiliated with the company and has the authority to represent the business.
That’s why it’s so important that the person in the video is either the owner or manager.
Screenshot of Google Business Profile, July 2022If you have a storefront business, in the video, you need to show that you have access to employee-only locations or sections of the business.
For instance, show you opening the store/business using a key, operating the cash register, using the POS system, going into an area of the business where customers or the general public aren’t allowed, etc.
This part of the video aims to show that the person is either the owner or an authorized person who has authority over the location.
Showing the person unlocking the business door is a very important item to show in the video.
Image by author, August 2022You also want to go to places in your business where the general public is not allowed.
For instance, if you own a restaurant, customers are not allowed to be behind the counter near the cash register or take out food. Showing this in the video is a great proof of management.
If you have a business license, liquor license, or any other official/legal document hanging on the wall, zoom in on it. This is especially important if the document shows your business name and address as shown on your Google Business Profile. (Ideally, everything should match!)
If you operate a Service Area Business, you will need to show access to any industry-specific software, open up your branded vehicle and show the equipment or tools you use to perform the jobs you do. You can also show your team performing a job at a customer’s site using the tools-of-the-trade.
Image by author, August 2022If you’re a SAB and run your business out of your home or out of a building that is used for storage and not accessible to customers, also take a video of the outside of the building, show the nearby street signs, and the number on the building.
Be sure to take a video of you unlocking the door.
You can also show close-ups of any business licenses, Secretary of State documents, LLC or incorporation docs, or any other official documents that prove your company’s name and address.
Just zoom in on the documents so Google can see them. Again, the business name and address must match what’s on your Google Business Profile.
Note: If you get the video verification option and are not ready to do the video at that moment, no worries! You can complete the verification step when you’re able to – like in a day or so after you’ve had time to plan out what you’ll show in the video.
Completing The Video Verification Process
When you’re taking the video, it’s okay to put these items in whichever order makes sense for your particular situation – just make sure you cover all of the necessary requirements.
Remember, the video must be one continuous video. It cannot be recorded somewhere else and then uploaded.
The video must be created using the Google Business Profile video verification process.
If you started creating your Google Business Profile on a desktop computer, when you get to the video verification step, you will see a QR code that you can scan with your mobile device.
This allows you to continue the video verification process on your mobile device – like a smartphone or tablet with a camera. Just make sure you’re signed in with your Google Business Profile email address on your mobile device.
Screenshot from Google Business Profile, July 2022When you’re ready to start recording your video, tap Start Recording.
Screenshot from Google Business Profile, July 2022And then, follow the steps to record your video.
Screenshot of Google Business Profile, July 2022After you have recorded the video, tap Stop Recording. The merchant can then choose to finish onboarding on a desktop or your mobile device. (Finishing on your mobile device is probably the simplest choice.)
Click the “Upload Video” button.
Since the video is all created in the app, you don’t have to worry about how large the video file size is. (Whew!)
Screenshot of Google Business Profile, July 2022Then click Done.
After you submit your video, it can take up to five days until the Google Business Profile support team reviews your video. Do not delete the video until it’s been reviewed and you’ve received the notification that your Business Profile has been verified.
If, for some reason, the video verification method didn’t work, you will see the “Get Verified” button in your Google Business Profile. You can then try a different way to verify your profile.
Once you’re done with your video, you can delete the video if you want to.
To delete the video, follow these steps:
- On Google Search, go to your Business Profile. Learn how to find your profile.
- At the top right, click More (the three dots) Advanced settings > Video uploads > Delete videos.
Then you’re done! You’re now able to continue optimizing your Google Business Profile and engage with your potential customers!
Video Verification: A Better Way
Even though video verification may seem more cumbersome, it’s a much better way for Google to see whether or not a business is real – or not.
This will hopefully cut down on the spam profiles we see on Google.
What are your thoughts on Google Business Profile Video Verification?
More resources:
Featured Image: Krakenimages.com/Shutterstock
SEO
Expert Embedding Techniques for SEO Success
AI Overviews are here, and they’re making a big impact in the world of SEO. Are you up to speed on how to maximize their impact?
Watch on-demand as we dive into the fascinating world of Google AI Overviews and their functionality, exploring the concept of embeddings and demystifying the complex processes behind them.
We covered which measures play a crucial role in how Google AI assesses the relevance of different pieces of content, helping to rank and select the most pertinent information for AI-generated responses.
You’ll see:
- An understanding of the technical side of embeddings & how they work, enabling efficient information retrieval and comparison.
- Insights into AI Content curation, including the criteria and algorithms used to rank and choose the most relevant snippets for AI-generated overviews.
- A visualization of the step-by-step process of how AI overviews are constructed, with a clear perspective on the decision-making process behind AI-generated content.
With Scott Stouffer from Market Brew, we explored their AI Overviews Visualizer, a tool that deconstructs AI Overviews and provides an inside look at how Snippets and AI Overviews are curated.
If you’re looking to clarify misconceptions around AI, or looking to face the challenge of optimizing your own content for the AI Overview revolution, then be sure to watch this webinar.
View the slides below, or check out the full presentation for all the details.
Join Us For Our Next Webinar!
[Expert Panel] How Agencies Leverage AI Tools To Drive ROI
Join us as we discuss the importance of AI to your performance as an agency or small business, and how you can use it successfully.
SEO
7 Strategies to Lower Cost-Per-Lead
SEO for personal injury law firms is notorious for how expensive and competitive it can be. Even with paid ads, it’s common for every click from the ad to your website to cost hundreds of dollars:
When spending this kind of money per click, the cost of gaining new cases can quickly skyrocket. Since SEO focuses on improving your visibility in the unpaid areas of search engines, you can cut costs and get more leads if you’re savvy enough.
Here are the strategies I’ve used to help new and boutique injury and accident law firms compete with the big guns for a fraction of the cost.
Recommendation
Unlike many other local service businesses, personal injury law firms need to work harder to earn trust and credibility online.
This applies to earning trust from humans and search engines alike. Google has a 170-page document called the Search Quality Rater Guidelines. This document contains two frameworks law firms can use to help Google and website visitors trust them more.
The first is “your money or your life,” or YMYL. Google uses this term to describe topics that may present a high risk of harm to searchers. Generally, any health, finances, safety, or welfare information falls into this category. Legal information is also a YMYL topic since acting on the wrong information could cause serious damage or harm to searchers.
The second framework is EEAT, which stands for experience, expertise, authoritativeness, and trustworthiness.
This framework applies more broadly to all industries and is about sharing genuine information written by experts and authorities for a given topic. Both YMYL and EEAT consider the extent to which content is accurate, honest, safe, and reliable, with the ultimate goal of delivering trustworthy information.
Here are the things I implement for my personal injury clients as a priority to improve the trustworthiness of their online presence:
- Prominently display star ratings from third-party platforms, like Google or FaceBook reviews.
- Show your accreditations, certifications, awards, and the stats on cases you’ve won.
- If government-issued ratings or licenses apply to your practice areas, show those too.
- Add contact information like your phone number and address in the footer of every page.
- Share details of every member of your firm, highlighting their expertise and cases they’ve won.
- Add links to your professional profiles online, including social media and law-related listings.
- Include photos of your team and offices, results, case studies, and success stories.
Generally speaking, your Google Business listing can account for over 50% of the leads you get from search engines. That’s because it can display prominently in the maps pack, like so: 
Without a Google Business listing, your firm will not show up here or within Google Maps since it is managed completely separately from your website. Think of your Google listing like a social profile, but optimize it like a website. Make sure you create one of these for each location where you have an on-the-ground presence, ideally an established office.
Take the time to fill out all the details it asks for, especially:
- Your firm’s name, address, and phone number
- Your services with a description of each
- Images of your premises, inside and outside the office
And anything else you see in these sections: 
Also, make it a regular habit to ask your clients for reviews.
Reviews are crucial for law firms. They are the number one deciding factor when someone is ready to choose a law firm to work with. While you can send automated text messages with a link to your Google profile, you’ll likely have a higher success rate if you ask clients in person while they’re in your office or by calling them.
I’ve also seen success when adding a request for a review on thank you pages.
For instance, if you ever send an electronic contract or invoice out to clients, once they’ve signed or paid, you can send them to a thank you page that also asks for a review. Here’s my favorite example of this from a local accountant. You can emulate this concept for your own website too:
Recommendation
The most common way that people search for legal services is by searching for things like “personal injury lawyer near me” or “car accident lawyer new york”.
For instance, take a look at the monthly search volume on these “near me” keywords for an injury and accident lawyer:
People also commonly search at a state, city, and even suburb level for many legal services, especially if it’s an area of law that differs based on someone’s location. To optimize your website architecture for location keywords like these, it’s best practice to create dedicated pages for each location and then add sub-pages for each of your practice areas in that location.
For example, here’s what that would look like:
The corresponding URL structure would look like this:
- /new-york
- /new-york/car-accident-lawyer
- /new-york/personal-injury-lawyer
- /new-york/work-injury-lawyer
Pro Tip:
Check out my guide on franchise SEO for local and national growth strategies if you have many offices nationwide.
A topic hub is a way to organize and link between related articles on a website. It’s sometimes referred to as a topic cluster because it groups together pages that are related to the same subject matter.
If you run a small firm or your marketing budget is tight, I recommend focusing on a single area of law and turning your website into a topical hub. You can do this by publishing different types of content, such as how-to guides, answering common questions, and creating landing pages for each of your services.
For example, if you currently offer services for immigration law, criminal defense, and personal injury compensation, each appeals to very different audience segments. They’re also very competitive when it comes to marketing, so focusing your efforts on one of these is ideal to make your budget go further.
Most areas of law are naturally suited to building out topic clusters. Every practice area tends to follow a similar pattern in how people search at different stages in their journey.
- Top-of-funnel: When people are very early in their journey, and unaware of what type of lawyer they need, they ask a lot of high-level questions like “what is a car accident attorney”.
- Mid-funnel: When people are in the middle of their journey, they tend to ask more nuanced questions or look for more detailed information, like “average settlement for neck injury”.
- Bottom-of-funnel: When people are ready to hire an attorney, they search for the practice area + “attorney” or “lawyer”. Sometimes they include a location but nothing else. For example, “personal injury lawyer”.
This pattern applies to most areas of law. To apply it to your website, enter your main practice area and a few variations into Keywords Explorer:
Make sure to include a few different variations like how I’ve added different ways people search for lawyers (lawyer, attorney, solicitor) and also for other related terms (compensation, personal injury, settlement).
If you check the Matching terms report, you’ll generally get a big list that you’ll need to filter to make it more manageable when turning it into a content plan.
For example, there are 164,636 different keyword variations of how people search for personal injury lawyers. These generate over 2.4 million searches per month in the US.
You can make the list more manageable by removing keywords with no search volume. Just set the minimum volume to 1:
You can also use the include filter to only see keywords containing your location for your location landing pages:
There are also a number of distinct sub-themes relevant to your area of law. To isolate these, you can use the Cluster by Terms side panel. For instance, looking at our list of injury-related keywords, you can easily spot specific body parts that emerge as sub-themes:
Other sub-themes include:
- How the accident happened (at work, in a car)
- How much compensation someone can get (compensation, average, settlement)
- How severe the injury was (traumatic)
Each of these sub-themes can be turned into a cluster. Here’s what it might look like for the topic of neck injuries:
People tend to ask a lot of questions related to most areas of law. As you go through the exercise of planning out your topic clusters, you should also consider building out a knowledge hub where people can more easily navigate your FAQs and find the answers they’re looking for.
Use the knowledge base exclusively for question-related content. You can find the most popular questions people ask after an accident or injury in the Matching terms > Questions tab:
You can also easily see clusters of keywords for the top-of-funnel and mid-funnel questions people ask by checking the Clusters by Parent Topic report. It groups these keywords into similar themes and each group can likely be covered in a single article.
Here’s an example of how Smith’s Lawyers has created a knowledge base with a search feature and broad categories to allow people to find answers to all their questions more easily.
The easier you make it for people to find answers on your website, the less inclined they are to go back to Google and potentially visit a competitor’s website instead. It also increases their interaction time with your brand, giving you a higher chance of being front-of-mind when they are ready to speak to a lawyer about their case.
Some areas of law lend themselves to certain types of interactive content. An obvious example is a compensation calculator for injury and accident claims. Doing a very quick search, there are over 1,500 keywords on this topic searched over 44,000 times a month in the US.
The best part is how insanely low the competition is on these keywords:
Keyword difficulty is graded on a 100-point scale, so single-digit figures mean there’s virtually no competition to contend with. It’s not all that hard to create a calculator either.
There are many low-cost, no-code tools on the market, like Outgrow, that allow you to create a simple calculator in no time. Other types of interactive content you could consider are:
- Quiz-style questionnaires: great for helping people decide if they need a lawyer for their case.
- Chatbots: to answer people’s questions in real-time.
- Assessments: to pre-qualify leads before they book a meeting with you.
- Calendar or countdown clock: to help people keep track of imminent deadlines.
Backlinks are like the internet’s version of citations. They are typically dark blue, underlined text that connects you to a different page on the internet. In SEO, links play a very important role for a few different reasons:
- Links are how search engines discover new content. Your content may not be discovered if you have no links pointing to it.
- Links are like votes in a popularity contest. The more you have from authoritative websites in your industry, the more they elevate your brand.
- Links also help search engines understand what different websites are about. Getting links from other law-related websites will help build relevancy to your brand.
Think of link building as a scaled-down version of PR. It’s often easier and cheaper to implement. However, it is very time-intensive in most cases. If you’re doing your own SEO, hats off to you!
However, I’d recommend you consider partnering with an agency that specializes in law firm SEO and can handle link building for you. Typically, agencies like these will have existing relationships with law-related websites where they can feature your brand, which will be completely hands-off for you.
For instance, Webris has a database of thousands of legal websites on which they have been able to feature their clients. If you don’t have an existing database to work with and you’re doing SEO yourself, here are some alternative tactics to consider.
Expert quotes
Many journalists and writers benefit from quoting subject-matter experts in their content. You could be such an expert, and every time someone quotes you, ask for a link back to your website. Check out platforms like Muck Rack or SourceBottle, where reporters post callouts for specific experts they’re looking to get quotes from or feature in their articles.
Guest posting
If you like writing content, you can alternatively create content for other people’s websites and include links back to your site. This approach is more time intensive. To make the effort worth it, reach out to websites with an established audience so you get some additional brand exposure too.
Updating outdated content
If you’re checking out other people’s legal content and you ever notice a mistake or outdated information, you could reach out and offer to help them correct it in exchange for a link to your website.
Naturally, you’ll need to recommend updates for sections of content that relate to your practice areas for this to work and for the link to make sense in the context of the content.
Final thoughts
SEO for personal injury lawyers is one of the most competitive niches. High advertising costs and high competition levels make it difficult for new or small firms to compete against industry giants.
As a new or emerging firm, you can take a more nimble approach and outrank the big firms for low competition keywords they haven’t optimized their websites for. It’s all about doing thorough research to uncover these opportunities in your practice area.
Want to know more? Reach out on LinkedIn.
SEO
Google Ads To Phase Out Enhanced CPC Bidding Strategy
Google has announced plans to discontinue its Enhanced Cost-Per-Click (eCPC) bidding strategy for search and display ad campaigns.
This change, set to roll out in stages over the coming months, marks the end of an era for one of Google’s earliest smart bidding options.
Dates & Changes
Starting October 2024, new search and display ad campaigns will no longer be able to select Enhanced CPC as a bidding strategy.
However, existing eCPC campaigns will continue to function normally until March 2025.
From March 2025, all remaining search and display ad campaigns using Enhanced CPC will be automatically migrated to manual CPC bidding.
Advertisers who prefer not to change their campaigns before this date will see their bidding strategy default to manual CPC.
Impact On Display Campaigns
No immediate action is required for advertisers running display campaigns with the Maximize Clicks strategy and Enhanced CPC enabled.
These campaigns will automatically transition to the Maximize Clicks bidding strategy in March 2025.
Rationale Behind The Change
Google introduced Enhanced CPC over a decade ago as its first Smart Bidding strategy. The company has since developed more advanced machine learning-driven bidding options, such as Maximize Conversions with an optional target CPA and Maximize Conversion Value with an optional target ROAS.
In an email to affected advertisers, Google stated:
“These strategies have the potential to deliver comparable or superior outcomes. As we transition to these improved strategies, search and display ads campaigns will phase out Enhanced CPC.”
What This Means for Advertisers
This update signals Google’s continued push towards more sophisticated, AI-driven bidding strategies.
In the coming months, advertisers currently relying on Enhanced CPC will need to evaluate their options and potentially adapt their campaign management approaches.
While the change may require some initial adjustments, it also allows advertisers to explore and leverage Google’s more advanced bidding strategies, potentially improving campaign performance and efficiency.
FAQ
What change is Google implementing for Enhanced CPC bidding?
Google will discontinue the Enhanced Cost-Per-Click (eCPC) bidding strategy for search and display ad campaigns.
- New search and display ad campaigns can’t select eCPC starting October 2024.
- Existing campaigns will function with eCPC until March 2025.
- From March 2025, remaining eCPC campaigns will switch to manual CPC bidding.
How will this update impact existing campaigns using Enhanced CPC?
Campaigns using Enhanced CPC will continue as usual until March 2025. After that:
- Search and display ad campaigns employing eCPC will automatically migrate to manual CPC bidding.
- Display campaigns with Maximize Clicks and eCPC enabled will transition to the Maximize Clicks strategy in March 2025.
What are the recommended alternatives to Enhanced CPC?
Google suggests using its more advanced, AI-driven bidding strategies:
- Maximize Conversions – Can include an optional target CPA (Cost Per Acquisition).
- Maximize Conversion Value – Can include an optional target ROAS (Return on Ad Spend).
These strategies are expected to deliver comparable or superior outcomes compared to Enhanced CPC.
What should advertisers do in preparation for this change?
Advertisers need to evaluate their current reliance on Enhanced CPC and explore alternatives:
- Assess how newer AI-driven bidding strategies can be integrated into their campaigns.
- Consider transitioning some campaigns earlier to adapt to the new strategies gradually.
- Leverage tools and resources provided by Google to maximize performance and efficiency.
This proactive approach will help manage changes smoothly and explore potential performance improvements.
Featured Image: Vladimka production/Shutterstock
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WORDPRESS7 days ago14+ Best Email Automation Tools For Your Business (Expert Pick)
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SEARCHENGINES6 days agoGoogle Ads To Require Gambling Advertisers With Games Certification To Recertify
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WORDPRESS5 days agoJohn Kostak of Web Dev USA – WordPress.com News
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