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How to Create an Unquestionably Great FAQ Page (with Examples)

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How to Create an Unquestionably Great FAQ Page (with Examples)

Does your business get a lot of the same questions? Are there pieces of information you wish you could easily share with your audience or potential customers? Do you want an easy way to rank for questions related to your business? If you answered “Yes!” to any of these questions, an FAQ page is for you!

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An FAQ page does more than the obvious–answer questions your business frequently receives from customers. It also builds trust with your audience and has SEO benefits for your website. Basically, if your business doesn’t have an FAQ page on your website, you need to add one–STAT.

In this post, we’ll be answering all your FAQs about FAQ pages, including:

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Let’s dive in!

What is an FAQ page?

An FAQ page is a place on your small business website dedicated to answering questions your team regularly receives about your business. Your FAQ page can include various questions, from nuts-and-bolts asks (like your store hours) to objections you often hear from prospects.

In this example from Italian specialty grocer and restaurant Eataly, the page about online shopping answers many logistical questions folks might have about placing an order. The page covers straightforward questions about the ordering process, from how to cancel an order to where to track shipments.

how to write a faq page - example faq page

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For an example of frequently asked questions focused on customer objections, let’s look at the cosmetic brand Fresh. Its FAQ page addresses questions about product safety and animal testing. For consumers who are passionate about animal welfare, knowing that Fresh does not test products on animals could be the final piece of information they need to feel confident in making a purchase.

faq page example - questions for an faq page

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Benefits of creating an FAQ page

As you can see from the examples above, an FAQ page is a low-touch way to move prospects down the sales funnel.

1. Creates a positive customer experience

A well-crafted FAQ page anticipates any needs or questions a prospect might have. It shows them that you’re thinking about their journey and are clued into what they expect from a brand. It’s one more way to improve customer communications.

2. Frees up your sales team while moving prospects down the sales funnel

It also reduces the burden on your sales or customer service teams. When prospects can easily find your return policy on your FAQ page, they don’t need to call your team to ask about it before making a purchase. This frees up your team to focus on the more obscure or in-depth questions–ones that need greater attention and care.

3. Boosts SEO

Outside of the benefits to customers and your employees, an FAQ page also provides your brand with SEO benefits. When written correctly, an FAQ page helps you rank for terms relevant to your business. The question-and-answer nature of the pages makes the content a great source of potential Google-featured snippet results.

benefits of creating faq page on your website

How to create an FAQ page

Are you ready to build your own FAQ page? Follow these steps.

1. Start with a brainstorming session

Ask your team to create a list of questions about your business and offerings. Get your salespeople or customer service team involved! These folks are on the front lines with customers every day, making them an incredible resource. What questions do they hear over and over from prospects and customers?

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You may also consider surveying existing customers. Ask what led them to choose your brand over competitors. Their feedback may help you generate questions to include on your FAQ page.

Let’s say you run a restaurant and decide to survey some of your regulars. They share that they love the relationship you have with local farms. Armed with this knowledge, you can create a section of your FAQ page detailing your ingredient sources.

Finally, check out the competition. Do other brands in your space already have FAQ pages? If so, use their questions as inspiration when you’re coming up with a list of your own.

You can also incorporate some local keyword research here by identifying long-tail keyword phrases that potential customers are already searching for.

faq page - people also ask screenshot

You can use the People also ask snippet on Google to see what questions people are asking related to your business or industry.

2. Edit your questions

Now that you have a lengthy list of potential questions for your FAQ page, it’s time to pare things down. Cross off more obscure questions. Think of ways to combine similar questions into one entry.

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Remember that the first letter in FAQ stands for “frequently.” You don’t need to answer every conceivable question on your FAQ page. Keep it focused on the questions your team hears every week.

The length and complexity of your list of questions should mirror the complexity of what you sell. A bakery doesn’t need a 75-question FAQ page, but a consulting firm that services various industries might.

faq page example - services faq page example

This cloud accounting service distilled the top questions into a relatively short–yet still comprehensive–list.

3. Structure your question list

Now it’s time to map out how your list will look on the page. When you think about organizing your list, keep your audience’s needs top of mind.

Start with those questions that are genuinely asked most frequently. The questions at the top of the page should appeal to the broadest swath of your audience. For a retailer, questions about business hours or shipping information, for example, will be relevant to any consumer.

If your list is long, consider grouping it into categories for ease of scanning. A healthcare facility might create sections like “scheduling and canceling appointments” or “insurance and billing.”

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how to create a faq page - group questions faq page example

This online retailer grouped FAQs into sections you can jump to.

4. Design the FAQ page with SEO in mind

Now that you know how you’d like your page to be structured, it’s time to design the page and incorporate the content with an eye toward SEO.

This starts with keyword research. In recent years, Google and other search engines have moved toward semantic search. Essentially, their systems are more sophisticated today and can now understand phrases and sentences, rather than just individual words.

Semantic search is why you see the responses you want when you type something like, “How late is Whole Foods open?” into Google.

FAQ pages can use semantic search to their advantage. By incorporating keywords into your questions, your business is more likely to rank in relevant queries.

Returning to the example from fresh above, you’ll notice that each of the questions under their product information header includes their brand name in the question. It doesn’t read, “What is your position on animal testing?” Instead, it says, “What is fresh’s position on animal testing?”

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faq page example - questions for an faq page

That is likely an intentional SEO-minded move. Including the brand name in the question means fresh’s FAQ page is more likely to rank as the first result on Google when a consumer types “does fresh use animal testing” into the search engine.

5. Don’t forget about the user experience

You must consider SEO in designing your FAQ page, but you never want to forget your all-important human audience. Consider incorporating the following elements into your FAQ page to make it easier for consumers to navigate the page.

Many FAQ pages allow visitors to click on a question and retract it once they’re done reading the answer. Design elements like this help your audience quickly scan the complete list of questions on your page.

faq page example - strong faq page user experience example

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Also, include your FAQ link in the footer of your website. It’s common practice in website design for FAQ links to reside in the footer, so consumers will beeline there when searching for the link. Meet their expectations by including the FAQ link in the footer.

Examples of FAQ pages across industries

FAQ pages are not just for consumer brands. Any business, from a college to a healthcare facility, can benefit from a well-crafted FAQ page. Here are a few FAQ page examples.

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Retail, grocery, and furniture FAQ page example

You’ve already seen some examples from Fresh cosmetics’ FAQ page. The brand also includes its customer service phone number and email front and center, signaling that hands-on customer service is a hallmark of the brand.

faq page examples - screenshot of faq page from retail business

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Whole Foods Market has a robust FAQ page, with a list of clickable topics on the righthand side, allowing viewers to drill down into categories before scanning through for questions.

faq page examples - screenshot of whole foods faq page

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Auto FAQ page example

Unlike a grocer or retailer, a business in the automotive industry deals with the complexities of a larger purchase–namely, a vehicle. Not only are cars more expensive in and of themselves, but there are additional questions around warranties, insurance, and financing that arise in the buying process.

CarMax has created an FAQ page with icons that make it easy for consumers to find the list of questions most relevant to their place in the customer journey.

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There’s the “finding a car” section for those who are just starting their search. If consumers are closer to making a final purchase, they may wish to read the financing or warranties sections.

faq page example - auto faq page screenshot

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Once a reader clicks on one of the icons, they reach a list of relevant questions. Below is an example of the financing page. This FAQ page covers the most pertinent questions and includes contact information for customer service if the reader has follow-up questions.

faq page examples - faq and support page example

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Healthcare FAQ page example

Healthcare is another industry that requires more customer education. And with this audience likely feeling unwell or concerned about their health, it’s vital to provide a top-notch user experience.

CityMD, an urgent care provider in the tri-state area, provides users with a dropdown menu at the top of the page so that they can easily navigate directly to the most relevant subset of questions.

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faq page example - healthcare faq page screenshot

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The answers provided are brief, and each includes a link to a relevant page on the website with more detailed information.

Recruitment FAQ page example

Some businesses serve multiple audiences. Recruiting firms, for instance, must cater to job seekers and organizations looking to fill roles.

Recruitment firm Robert Half addresses these two audiences in its footer, where it has separate FAQ pages for each audience: employers and job seekers.

faq page examples - robert half faq page screenshot

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When you click through to either page, you see the list of relevant FAQs. Additionally, both pages include a link to the other page. Any jobseeker that ended up on the employer page in error can easily find their way to the right spot–and vice versa.

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faq pages examples - job seeker faq page screenshot

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Did we answer all your FAQs with this page?

Regardless of the industry in which you operate, there is great value in establishing an FAQ page on your website. Take the time to craft a detailed list of questions, and lay them out in a way that appeals to both your audience and search engines.

Creating a thoughtful FAQ page reduces friction in the selling process, frees up your salespeople’s time, and helps your page rank higher on Google. With so many benefits to be found in setting up one extra page on your site, it’s well worth the effort!

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11 Actionable Ways to Build Client Relationships That Last

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11 Actionable Ways to Build Client Relationships That Last

Some agencies manage to build a steady client base that strengthens over the years, while others ride roller coasters and eventually close up shop. What’s the difference? Client relationships. Strong client relations make for greater success with projects and campaigns, loyal clients who stay with you longer and refer new clients, and a better reputation for your brand. Even better, they make everyday work more enjoyable for all.

So what makes for a strong client relationship? The same traits that define any good relationship: awareness, communication, empathy, dependability, accountability, honesty, and the list goes on.

In this post, I’ve compiled 11 ways your agency can demonstrate the above and more to achieve the best possible outcomes for you and your clients. I’d say happy endings, but good relationships don’t really end.

Table of contents

Why are client relationships important?

It’s easy to skim over the importance of creating a strong relationship with your clients—you know you have to do it. But when you dig into how it helps your agency grow, you can be more strategic about it.

Reduces churn

It can be 25 times more expensive to acquire a new customer than to keep an existing one. You also have a much higher probability of selling a new agreement to a current client than closing a deal with a new one.

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A strong client relationship helps you weather rough patches and identify clients who are at risk of leaving. Both will help you reduce customer churn.

Increases referrals

Customer referrals are an extremely important source of new clients for your agency. That’s because referred customers are more likely to buy, are more loyal, and spend more on average than non-referred customers.

When you have a strong relationship with your clients, you can ask them to give reviews and refer other businesses. That’s especially helpful if your agency serves a niche industry where everyone knows everyone else.

Provides opportunities to learn

Have you ever wanted to know how a new regulation would affect your clients? Or how to best sell a service like PPC? When you have a rock-solid relationship with your clients, you can ask them.

It takes time to build that sort of comfort, but when you do, your best clients become your agency’s de facto advisers.

📣 Learn how 300 marketing agencies manage services, pricing, and challenges in our State of the Digital Marketing Agency report.

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How do you build client relationships that last?

In the following list, you’ll find actionable ways to improve client satisfaction and build mutually beneficial partnerships, with input from PPC agency experts like Mark Irvine, Francine Rodriguez, Akvile DeFazio, and Susie Marino.

1. Gather “hard” and “soft” information

A strong agency-client relationship starts before the client even becomes one. You know that you need as much information as possible about your client to come up with a winning proposal. But the solution you come up with isn’t going to establish a meaningful connection between you and your potential client. It’s how you present that solution with respect to both the business’s goals and the personalities and values of the team you’ll be working with.

This means collecting “hard” information like:

  • Products and services they offer
  • Target audience and the end-users of their product or service
  • Top three competitors
  • Prioritized list of goals and challenges
  • Strategies that have worked and not worked in the past
  • Software are they currently using
  • Budget

But also “soft” information like:

  • What they define as success
  • Their future hopes or anticipations, like scaling, adding on new offerings, etc.
  • The company’s mission, beliefs, and values, and unique selling proposition
  • What makes them different from their competitors
  • Hobbies, interests, and preferences of the individuals you’ll be working with

strengthen client relationships emotional vs logical intelligence

Think with both sides of your brain when gathering information about your client.

Building emotional intelligence about the team you’ll be working with will help you to make communication more personalized as you move through these initial phases of your journey together.

Side note: Be prepared to answer their questions too! Even their non-PPC questions.

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2. Internalize that information

This is the information you’ll be not only including in your proposal, but applying throughout your actual execution and ongoing communication with your client. Take the time to really internalize it so that it shines through organically in everything you do.

  • Gather the information in person (or video): Body language and facial expressions tell a lot. Take note of what gets them excited (and not so excited). Also, be sure to send out a list of the questions you’ll be asking far in advance so the client can have time to think about answers and produce follow-up questions.
  • Iterate back: As you listen, iterate back to your client what you have interpreted so you can make sure you’re crystal clear on the information you’re receiving. Remember, incorporating the tiniest details into your proposal and execution is what will give your clients confidence that you truly understand their needs.
  • Templatize: Have an internal templated document where you can collect all of the information you’ve gathered in one place. This gives every team member something to continually refer back to, and the uniformity makes it easier to internalize.

3. Go above and beyond with your proposal

    From a project standpoint, your proposal shows what you’re going to do to achieve your client’s goals. From a relationship standpoint, it’s your opportunity to reinforce, once again, that you have a deep understanding of your client—both the business and its team members. Speak to both the client’s business goals as well as the more personal pain points and desires of its employees.

    To do this, think in terms of “what,” “why,” and “so that.”

    • The what refers to what you’ll be doing from a process standpoint.
    • The why ties the process to one of the business’s specific goals.
    • The “so that” speaks to the pain point it will address for the business’s team members.

    For example, we’d like to ramp up ad spending in the latter half of the month to drive more signups so that your sales team isn’t scrounging for leads. Just be sure to use the language that your clients used in the initial information-gathering process.

    This strengthens that partnership feel. You’re not just looking to achieve goals, you care about the individuals impacted by them.

    how to strengthen marketing agency client relationship with a winning proposalhow to strengthen marketing agency client relationship with a winning proposal

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    4. Have an onboarding process

    This is one of our customer retention strategies as well. Once you get started, there will be more points of contact added to the roster for both sides. A streamlined onboarding process will set the stage for the clear communication and seamless execution needed for a strong and long-lasting client relationship to form. During this process, you may want to:

    • Mail them a welcome kit: Send along some giveaways like branded swag, a greeting card, and additional goodies based on the more personal information you’ve collected.
    • Take care of housekeeping: Make sure each of you has the access needed for tools, accounts, and dashboards.
    • Have a kickoff meeting: This is to ensure everything is lined up for perfect execution. You’ve also become pretty familiar with one another at this point. This is a good time to have a more informal atmosphere.

    🛑 Free guide >>> The 6 Absolute Best Strategies to Grow Your Digital Marketing Agency

    5. Treat clients like partners

    Treating your client like a business will make your relationship purely transactional (i.e., no relationship at all). Treating them like family leaves too much room for miscommunications and unmet expectations.

    Treating your clients like partners, on the other hand, sets the stage for a healthy mix of personal, purposeful, and transactional encounters where both your and your client’s identities are preserved, and each of you supplies the essential ingredients for success.

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    • Embrace the truth: Remember that at the end of the day, both of you are businesses that want to make money. There’s no need to skirt around that. They need your service to generate revenue, and you need their continued business to generate yours.
    • Maintain structure with some fluidity: Keep deliverables clear and stick to the intended plan as much as possible, but always leave the door open for input and feedback.
    • Let them in: While some of your tools and processes may be proprietary, give them access to dashboards and data when possible. Let them in on (non-confidential) tidbits about your agency that “outsiders” wouldn’t know. Their earning your trust is just as important as you earning theirs.
    • Stay honest: This means giving pushback on your client’s desires or requests that may not be best for long-term success (wants vs needs). A good partnership is not one where both parties constantly agree; it’s one where the two parties come together with different perspectives to bring to the table, resulting in better output than either one could have achieved on their own.

    6. Be proactive rather than reactive

      Akvile DeFazio, President of AKvertise, makes this a priority with clients.

      Her team makes sure to proactively:

      • Share ideas and propose new campaign strategies.
      • Forewarn about upcoming platform changes and any action required.
      • Educate the client to empower them further.

      “This shows care and builds trust, and our clients share that they appreciate our diligent proactivity,” she says. “When we work with clients, we aim to be a seamless extension of their team and genuinely embed ourselves as so. When they win, we win, and proactive communication is the key to success for all.”

      7. Be empathetic rather than defensive

      This recommendation from Mark Irvine, Director of PPC at Search Labs Digital, ties back to the partnership mentality in tip #5. The scenario here is that your agency is doing great work. Performance metrics continue to climb. But the client is upset. They aren’t seeing new business come in.

      “A wrong response here is to dig your heels in,” Mark says. “Telling them that their business is doing fine is at best tone-deaf. Instead, let them talk it out and listen to them. This may even lead them to discover the problem is in their other marketing or sales teams.”

      If this ends up being the case, Irvine recommends that you take yourself out of the problem to prevent it from becoming an “us versus them” situation. Take the approach of teaming up together to come up with a solution. Use language like:

      • “I see what you’re talking about.”
      • “This is a valid concern.”
      • “That really is frustrating, we’re glad you brought this up with us.”
      • “Let’s make a plan to review this and report back with some solutions to remedy this.”

      Position yourself as a partner in their campaigns. Value their feedback. Even if you’re an expert, allowing them to work with you will help build a long, trusting relationship.

      “And remember,” Mark adds, “if you dismiss or fight their concerns, there’s an agency sales rep somewhere else who will be happy to listen to them vent about you all day.”

      8. Establish structure around communication

      Brett McHale, founder of Empiric Marketing, LLC, provides some great tips around communication and setting boundaries:

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      Stay away from being “always available

      Being always available, whether through Slack or other forms of direct communication, blurs the ever-important work-life balance. It can also distract you away from other clients.

      Hold regular meetings with actionable takeaways

      Instead, establish weekly or bi-weekly meetings to check in, review performance, and answer questions. “I always have some takeaway or action item from those meetings,” Brett says. “This keeps me accountable, and when I deliver on things that I say I’m going to do, it helps build trust with the client.”

      Use email and instant messaging

      Brett says, “Email can be very robotic, and I try not to be too professional or polished all the time. Communicating with clients directly via a messenger helps to build rapport and have a more laid back ‘human-to-human’ relationship.”

      He suggests designating instant messaging for urgent matters and email otherwise. This cuts out the back-and-forth emailing and also reassures your clients that while you may not always be available, you will never leave them hanging.

      how to strengthen relationships with clients the seven c's of effective communicationhow to strengthen relationships with clients the seven c's of effective communication

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      9. Share your concerns early

      This suggestion from Mark Irvine is particularly relevant to the many changes happening in the advertising realm lately. The scenario here is that your client has big plans and aspirations, and you want to say yes to everything they want. But in the back of your mind, you’re not sure if they can create that audience in Google or build that campaign on Bing. You’re unsure of how the new iOS updates will impact their Facebook targeting.

      “Don’t nod, say yes, and then stress,” Mark says. “You lose trust with your client if you say you can do something and then can’t, even if that’s not your fault.”

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      Instead, show your expertise by sharing your concerns. Practice saying:

      • “That’s a really good idea. I know that some ad policies might come into play as we explore it, so let me double-check those first.”
      • “This new change could pose some challenges to us. I’ll keep an eye on it as it changes over the coming days.”
      • “It’s tough to say what this means for us yet, but I wanted to make sure we all knew about it in advance.”

      If you really have to put your foot down, try something like:

      “We agree that this is a great idea, but we can’t in good conscience proceed with it until we know that it won’t cost you in the long run.”

      Be transparent and ask them for their trust. Most of the time, you’ll come out as the person who helped them navigate through uncertainty, and they won’t forget that.

      10. Embrace small talk

      Small talk often gets a bad rap, but Susie Marino, WordStream’s Senior Content Marketing Specialist and former Customer Success Specialist, has found that it actually helps with building strong client relationships.

      “I know it can feel cringey or uncomfortable at first, but just go for it,” she says. “You’d be surprised at how receptive clients are. Next thing you know, you’ve got a great rapport going, and the banter at the beginning of meetings becomes more meaningful.”

      “People love to talk about themselves, and clients are no different,” Susie adds. “When you ask them about how that home garden is coming along, they’ll be pleasantly surprised. These conversations reveal how much you truly care.“

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      Clients are people who like to work with real people who also have personalities and personal lives. If you don’t show a touch of personality with small talk, it will be harder to stay connected and to demonstrate your genuine care, outside of campaigns and metrics.

      11. Establish quarterly business reviews

      Francine Rodriguez, former Senior Manager of Customer Success at WordStream, believes that quarterly business reviews are essential for client retention.

      “I think all agencies get into a cycle of monthly reporting and proving that deliverables were completed,” she says. “It is important to take that step back once a quarter and have a focused conversation on high-level strategy.”

      The QBR allows the agency and the customer to reflect on new goals, the efficiency of strategies taken in the past, and what needs to pivot for the future.

      It is also a time to allow your customer to provide insight into how their business goals are changing and perhaps what strategies outside of the agency’s scope they are also planning in the near future. Having that dedicated time to talk without existing action items on the table is a great way to strengthen the relationship, create trust, and become better partners.

      It may also lead to surprising discoveries, where an agency could find opportunities to upsell its customers into new services. If your agency is doing QBRs now and your conversations don’t look any different from your regular monthly check-ins, it is time to change the format!”

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      Start cultivating strong relationships with your clients today

      Strong agency-client relationships are built on virtues like trust, reliability, transparency, and personability, and they result in greater outcomes for everyone involved. If you find that you’re lacking in productivity, loyalty, or the overall feel of harmony with your clients, see if you can adopt or improve any of these strategies for your agency:

      1. Gather “hard” and “soft” information about your client
      2. Internalize that information
      3. Go above and beyond with your proposal
      4. Have an onboarding process
      5. Treat clients like partners
      6. Be proactive rather than reactive
      7. Be empathetic rather than defensive
      8. Establish structure around communication
      9. Share your concerns early
      10. Embrace the small talk
      11. Have quarterly business reviews

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Google change the meaning of “Top Ads”

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Google change the meaning of “Top Ads”

What is Top Ads in world of Google? well it’s changed. Today Ginny Martin, Ads Product Liaison at Google shared a subtle but potential significant change of definition of Top Ads. If your deep in the detail of paid search campaigns on Google this is the kind of tweak that’s easy to miss.

Now Google’s documentation reads;

Google change the meaning of Top Ads

Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although top ads may show below the top organic results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.

Google’s official documentation

Ginny clarified on LinkedIn that this is a definitional change (as ads can appear above the organic result or below for certain queries) and doesn’t affect how performance metrics are calculated. And that the definition update clarifies that top ads may show below the organic results for certain queries. Although, for most queries, ads will continue to appear at the top of search results.

Why make the change? Anthony Higman suggested it might be due to the change in how some ads are being presented like in the screenshot below and the general shift towards more SGE on the SERPs and the consequences that change in user experience might have on ad placement. And does seem part of increased amount of experimentation on where ads appear on search engine results pages.

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1711605382 993 Google change the meaning of Top Ads1711605382 993 Google change the meaning of Top Ads



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Dynamic UTM parameters for LinkedIn ads are here!

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A simple graphical illustration of a road with a directional sign pointing to the right against a blue sky background

Praise be. For LinkedIn have just announced the arrival of Dynamic UTM parameters.

A simple graphical illustration of a road with a directional sign pointing to the right against a blue sky background

This is big news because manually configuring the campaign UTM tracking for each URL you use within a campaign can be is a cumbersome, convoluted, time-consuming process. It’s also one which can occasionally (or, let’s be honest, more than occasionally) lead to errors.

Dynamic UTMs automate the process and will mean you only have to get it right once. That’s because you’ll create your parameters once per campaign, instead of countless times.

How they say dynamic UTM parameters work

Marketers – only one time per campaign – will add a dynamic UTM parameter to their campaign and then we’ll automatically pull in the account, campaign and/or creative name into the destination URL so it can be picked up by analytics tools, allowing marketers to more easily analyze results.

If you’re not seeing dynamic UTM tracking within your LinkedIn ad campaigns already, you will soon. They’ll be rolled out globally by the end of this month.

As you’ve almost certainly been deploying dynamic UTMs across your Facebook and Google Ads campaigns for years, it is indeed about time.

But as the famous Chinese proverb goes:

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“The best time to plant a tree was 20 years ago. The second best time is now.”



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