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Why SEO Pros Need To Master Prompts: The ChatGPT Revolution

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Why SEO Pros Need To Master Prompts: The ChatGPT Revolution

Content generation has grown exponentially in recent years, and prompts have become a must-have tool for SEO professionals.

With these simple instructions, it’s possible to generate articles, images, videos, and more.

For marketers and SEO pros, in particular, mastering the use of prompts is a real asset.

This is because they can teach the AI how to best adhere to SEO recommendations while generating quality content.

AIs have revolutionized content generation by allowing articles to be customized to each user’s writing style, tone of voice, and preferences based on Large Language Models.

Today, SEO experts must master these tools to remain competitive in their field.

In short, mastering prompts, and AIs is crucial for SEO pros concerned with generating quality content and complying with SEO recommendations.

With these tools, they can deliver personalized content that is relevant to their target audience.

Promptology, Or The Art Of Creating Good Prompts

Editor’s note:

What are prompts? These are simply words, phrases, questions, keywords, etc., entered into AI tools to generate results. 

What is promptology? The art of creating the most effective prompts to achieve your desired result.

Prompts To Generate Text

After many, many failed attempts at generating quality text, we can say that 2022 is the golden year of text generation.

While generating texts has never been easier, I have identified the main obstacles you will encounter and their solutions.

“My Text Is Too Short”

Often, the solution is to teach the AI to create a document structure with an introduction, sub-headings, one or several paragraphs per sub-heading, and a conclusion.

The release of DaVinci-text-3 revolutionizes the creation of long content because the AI now knows how to create long content with simple instructions.

Here are the prompts that work best with this new AI :

  • “Write a comprehensive guide to [topic].”
  • “Create an in-depth analysis of [topic].”
  • “Explain the benefits of [topic] in detail.”
  • “Describe the history of [topic] and its impact on [related field].”
  • “The text is long but I don’t like the repetitive writing style.”

In this case, you will have to give the AI examples of your writing style and use the parameters that allow reducing repetitions. The latest generations of AI can give very good results.

“Is The Text Unique?”

This is a very good question, especially for SEO – and once the text is generated, you need to use tools like Google, where you search for phrases put in quotes with the search engine to detect if the phrases generated are present. 

It is not necessary to take all but a few phrases randomly, there are also paid services like Copyscape to do this.

“The Text Is Full Of Invented Concepts”

Sometimes AI can invent concepts, and the best solution is to reduce the parameter of creativity.

After that, you can also use business rules to ensure that the concepts mentioned are related to your business area.

“Who Owns The Generated Text?”

This question comes up very often, but text generation tools are very clear on the subject: the text belongs to you.

“My Text Is Not Optimized For SEO”

Indeed, the AI has never learned to do SEO, so we must give it examples and teach it the types of optimization to do, such as:

  • Include H1, H2, H3.
  • Indicate relevant links.
  • Use specific named entities such as places and people.
  • Use specific keywords.

It is quite possible to generate unique texts optimized for SEO.

Prompts To Generate Images

Regarding image generation, I wrote a full article on SEJ on how to generate images, but let’s dive into the issues you will encounter. 

“The Resolution Is Too Low”

For cost reasons, the generated images are of low resolution.

Many upscale tools will help you increase the resolution of an image generated with AI; I recommend this free tool.

“The Dimensions Are Too Small Or Not Adapted”

Once again, for cost reasons, the images generated are often 512 x 512 px.

There are two main solutions:

You can regenerate the image by specifying your dimensions – here is an example with Dream studio.

Screenshot from DreamStudioLite, December 2022Dream studio AI generated image

You can also use the technique of outpainting, which allows you to add new image areas to an image.

Darth vader image generatorScreenshot from Dall-E, December 2022Darth vader image generator

“Is The Image Unique?

The best way to check your image’s uniqueness is to use Google Photos to check how similar images are. 

“Who Owns The Image Rights”

All of the image generation tools mention in their TOS that you become the image’s rightful owner.

If you ask to copy an artist’s style, the creation being new, the image also belongs to you.

“I Used My Own Photos To Generate Photos”

In this case, the result will be even more original and unique.

The trend at the moment is to send a dozen photos of yourself in close-up, from afar, etc. to generate an infinite quantity of variations finally.

There are paid and free tools, and I recommend you use myheritage.fr if you want to generate an image of yourself in different eras – the result depends mainly on the quality and variety of your uploaded photos.

Now that it is possible to teach  a style or a unique concept to an AI to allow designers or artists to stand out, here are examples of styles that have been learned from existing photos:

  • Photos of home interiors.
  • Fashion illustrations.
  • Concert posters.
  • Book covers.

How To Master Prompts For SEO

Test And Learn

The simplest technique is to write the prompt, see what is wrong with it, and modify it by adding or removing instructions until you get the best possible result.

The technique is not at all scalable but allows us to get closer to the ideal result.

Often, it is not about succeeding in one generation but, over time, ensuring that the results are always of consistent quality.

You will also want to have different tools that will check:

  • Spelling and grammar mistakes.
  • Repetitions.
  • Forbidden words.
  • Generations that are too short.
  • Compliance with your SEO guidelines.

In some cases, more than 20 checks will be necessary. Note that this step can be time-consuming. However, once you have fine-tuned it, you will have a template you can reuse to infinity.

Now, I will introduce some methods that avoid the trial-and-error approach.

Use A Prompt Search Engine

The easiest method, and notably free, is to use a prompt search engine. These are available for all types of content.

The best-known prompt engine at the moment is Lexica.art, which allows you to search based on keywords and identify and extract the prompt for an image you like.

You just have to click on the image and get the prompt that was used to generate it. This is a real timesaver.

Here is an example to make this image with LexicaArt. Type in: “https://lexica.art/?q=typewriter.”

typewriter promt exampleImage from LexicaArt, December 2022typewriter promt example

For text prompts, there are several initiatives, but the databases are pretty empty.

At the moment, the most interesting prompts are often shared on Twitter.

Prompt And Negative Prompt

Let’s take the case of image generation.

The image can contain a lot of bias, or undesirable things, so we might as well eliminate it with a negative prompt that specifies everything you don’t want.

Beware that the AI must understand the concept to be able to eliminate it, so you will have to teach it if necessary.

Negative prompting is to specify everything you don’t want to appear in your text and image. 

You have to know that when a student writes an essay, he knows what he has to talk about, but he also knows not to include certain things, as they might negatively impact his grade. The list might include insults, jokes, invented elements, etc.

For humans, it is part of the memory of the experience, but for an AI, it is necessary to provide instructions in that sense.

OpenAi has fixed some biases, for example, that all CEOs were men and all nurses were women.

The prompts allow writing, and the negative prompts are used to avoid bias and offensive content. 

The latest version of GPT-3 allows giving a prompt that indicates everything you want to generate and a negative prompt that indicates everything you want to avoid – for example, repetitions, short paragraphs, and competing keywords.

Ask An AI To Write Your Prompts And Perform SEO

ChatGPT is a chatbot based on artificial intelligence from OpenAI. 

It is designed to provide a smooth and natural conversation by autonomously answering questions asked by users.

This chatbot can be very useful in content generation as it can help create content by automatically answering questions, generating ideas for blog topics, or suggesting headlines for articles.

It can also be useful for generating content for social networks or for online marketing campaigns.

Using OpenAI’s artificial intelligence, this chatbot can provide accurate and relevant answers, which can be very useful for writers and marketers looking to create quality content.

This ChatGPT can therefore be used to help you find your prompts.

ChatGPT writing prompt exampleScreenshot from ChatGPT, December 2022ChatGPT writing prompt example

 

The last question is now to know if this AI can do SEO.

I had already tested it in this SEJ article by having it complete an SEO quiz, and it now does a perfect job! It can even create such a quiz in a few seconds.

SEO quiz created by chatbotScreenshot from ChatGPT, December 2022SEO quiz created by chatbot

 

Now, ChatGPT can optimize the following content to rank in Google for “electric candle warmer” and explain all you need step by step.

The resulting SEO recommendations are better than last time, but still below an expert level. In any case, the progress made in a few months is awe-inspiring.

SEO quiz made by a botScreenshot from ChatGPT, December 2022SEO quiz made by a bot

 

content by ChatGPTScreenshot from ChatGPT, December 2022content by ChatGPT

 

Conclusion

Now you have all the keys to write quality prompts to generate image and text content. 

You will have to ask yourself if you want to build or buy one of the many tools available on the market and one of the many training courses.

I invite you to discover the most advanced workflows that allow for generating quality content at scale.

More resources: 


Featured Image: Besjunior/Shutterstock

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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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