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Hur du hittar dina konkurrenters bakåtlänkar (och skaffar dem för dig själv)

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Hur du hittar dina konkurrenter' Bakåtlänkar (och skaffa dem själv)

If you’re looking to build more backlinks to your website, checking how your competitors built and earned their backlinks is a good starting point.

That’s because understanding how they got links can help inform your link building strategy. 

In this post, you’ll learn how to find, replicate, and learn from your competitors’ backlinks.

How to find your competitors’ backlinks

You need an SEO tool like Ahrefs to do this, which is consistently voted top dog in SEO industry polls

Free method (top 100 backlinks)

Head over to our free backlink checker and plug in your competitor’s domain or URL. You’ll see the total number of backlinks and referring domains (linking websites) and the top 100 backlinks (referring page, anchor, and target URL).

Checking backlinks with Ahrefs' free backlink checker

Paid method (all backlinks)

Sign up for Ahrefs, plug your competitor’s domain or URL into Site Explorer, then go to the Bakåtlänkar report. You’ll see all their backlinks. In this case, over 80,000 of them. 

Checking backlinks in Ahrefs' Site Explorer

If you want to hone in on specific backlinks, such as those from English pages on websites with traffic, use the filters.

Filtering backlinks in Ahrefs' Site Explorer

Not sure who your competitors are?

Enter your website or webpage’s URL into Site Explorer and go to the Organic competitors report. You’ll see a list of websites or webpages that rank for the keywords as your target.

Organic competitors report in Ahrefs' Site Explorer

How to replicate your competitors’ backlinks

It’s impossible to replicate Allt of your competitors’ backlinks, but there are ways to get some of them (or similar ones) for yourself:

  1. Find and copy their replicable links
  2. Find and copy the link building tactics that are working for them
  3. Find links that you can loot from them

Let’s take a closer look at how to do these three things.

Finding your competitors’ replicable links

Most of your competitors’ backlinks will be extremely hard to replicate like for like, but it’s usually possible to replicate some of them. Let’s look at a few ways to do this.

Find competitors’ directory links

Directory links are far from the most powerful links, but they’re easy to replicate. Many SEOs believe they help with “map pack” rankings for local businesses too.

Here’s the easiest way to find them:

  1. Enter your homepage into Site Explorer
  2. Gå till Link Intersect Rapportera
  3. Enter a few competitors’ homepages in blank fields
  4. Set the search mode for all pages to “URL”
  5. Hit “Show link opportunities”
How to use the Link Intersect report in Ahrefs' Site Explorer

This will show you the websites linking to one or more of your competitors’ homepages, but not to yours. It’s then just a case of eyeballing the list for sites that look like niche and local directories. 

Results of the Link Intersect report

If you’re not sure whether a site is a directory, click the caret in one of the competing page columns to see the referring page, anchor, and backlink. You can usually tell from this.

Reveal the referring page with the caret

If you’re still unsure, click on the page to check manually. 

Example of a directory link

Replicating these links is usually as simple as signing up for an account and adding your business. 

Sidenote.

Be aware that some directories charge a fee. Don’t be tempted to pay these for SEO purposes, as they won’t be worth it. Only pay if the directory is likely to send you customers.

Find listicles where competitors are mentioned, but not you

If competitors are mentioned in listicles of the best tools/restaurants/whatever your business does, there’s a chance you may be able to get mentioned in that same listicle (and a mention usually comes with a link).

These kinds of listicles are usually easy to spot in a competitor’s Bakåtlänkar report. 

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Examples of listicles in the Backlinks report

However, the best opportunities come from listicles mentioning multiple competitors because the topic of the page is more likely to be relevant to your business.

Here’s an easy way to find these:

  1. Gå till Ahrefs Innehållsutforskaren
  2. Search for “competitor 1” “competitor 2” “competitor 3” -“your business name”
Finding competitor mentions in Ahrefs' Content Explorer

Sidenote.

Using this method, there’s no guarantee that the mentions are linked, but they usually are.

It’s then just a case of sifting through the results and pitching the authors of listicles where it makes sense to add your business. 

Here’s what that pitch might look like for Aweber:

Hey [Name],

Just came across your list of the best email marketing tools and noticed Aweber wasn’t included. Is that because you didn’t like our platform or haven’t tried it?

If it’s the latter, I’d love to hook you up with a free account so you can give it a shot.

What do you think?

[Name]

Note that the email doesn’t explicitly ask the author to add anything to their list. It just asks if they’re familiar with the sender’s tool. This is intentional. It’s easier to ask for inclusion after you win folks over. 

Find competitors’ links from interviews and podcasts

Interview and podcast links are more common in some industries than others, so you may not find any among your competitors. But as they only take a minute to search for, it’s well worth a quick check. 

Here’s an easy way to find them:

  1. Go to Site Explorer
  2. Enter the Twitter profile URL of your competitor’s CEO, CMO, or whoever the most prolific marketer is within the company
  3. Gå till Bakåtlänkar Rapportera
  4. Filter for results where the referring page URL contains “podcast,” “episode,” or “interview”
Filtering the Backlinks report for interview and podcasts links in Ahrefs' Site Explorer

You then just need to pitch the same interviews and podcasts. 

Find competitors’ guest posts

Guest posting is the third most popular link building tactic, according to Aira’s 2022 State of Link Building report, so it’s probably a tactic that at least some of your competitors are using. 

However, while you can find them in a competitor’s Bakåtlänkar report, they can be hard to spot. 

For example, one of the links below is from a guest post and the other isn’t. But there’s no way to tell this from the link profile itself.

Exempel på länkar som är gästinlägg och en annan som inte är't

With that in mind, here’s an easier way to find a competitor’s guest posts:

  1. Go to Innehållsutforskaren
  2. Search for topic + author:“name of your competitor’s prolific marketer”
  3. Filter for one page per domain
Searching for content by a prolific guest blogger in Ahrefs' Content Explorer

Most of the results should be guest posts by that person. Replicating them is as simple as reaching out and pitching the same websites.

Finding and copying link building tactics that work for competitors

If your competitors have lots of backlinks from directories, podcasts, interviews, or guest posts, these link building tactics are clearly working for them. So don’t limit yourself to replicating only the exact links they got. Pursue other links from these tactics too.

Here are some tutorials to help: 

Sidenote.

*Most citations come from directories, so building citation opportunities is pretty much the same thing as finding opportunities to get links from directories.

However, there are two more commonly used tactics worth checking for. 

Check for links from journalist requests

Bloggers and journalists often use services like Help A Reporter Out (HARO) och MuckRack to source quotes for upcoming stories—and they usually link to their sources.

For example, here’s someone from “Martha Stewart Living” asking for a quote about how plumbing leaks occur in the home.

Example HARO request

Max Rose from Four Seasons Plumbing was one of the people to respond to this, and he received a quote and backlink from the article in return.

Example HARO link

Here’s how to check if your competitors are bygga bakåtlänkar this way:

  1. Go to Site Explorer
  2. Enter a competitor’s homepage
  3. Set the search mode to “Exact URL”
  4. Gå till Bakåtlänkar Rapportera
  5. Look for quotes in the “Anchor and target URL” column
Looking for HARO backlinks in Ahrefs' Site Explorer

If you spot a few quotes from the same person, like “Max Rose” in this case, filter for that name in the anchor and surrounding text to hone in on these kinds of links.

Filtrering för HARO-bakåtlänkar i Ahrefs' Site Explorer

If you see a fair number of links from quotes, there’s a good chance your competitor is actively responding to journalist requests—and that it’s working. So it’s probably worth responding to requests via HARO and similar platforms yourself too.

Check for passively earned links from linkable points

Linkable points are things like facts, statistics, and unique ideas that resonate with the linkerati and attract backlinks. Even if your competitors aren’t consciously using this tactic to earn links, it could still be one of the ways they’re earning them—so it’s worth checking.

Here’s how to do that:

  1. Go to Site Explorer
  2. Enter one of the top-ranking pages for your target keyword
  3. Gå till Anchors Rapportera
  4. Look for anchors relating to facts, figures, or unique ideas

For example, the Anchors report for a page ranking for “seo copywriting” mentions the “APP” method/formula a few times:

Anchors report in Ahrefs' Site Explorer

This is a term coined by the post’s author, and it has earned him some decent links.

Because of this, when we wrote our own guide to SEO copywriting, we decided to coin a similar term in an effort to earn some passive backlinks.

Myntad term från vårt inlägg om SEO copywriting

If we check the Anchors report for our page, we can see it’s earned us a couple of links so far: 

Backlinks we earned thanks to our coined term, via the Anchors report in Ahrefs' Site Explorer

This is not astonishing by any stretch of the imagination, but they’re two links we wouldn’t have unless we included proven, linkable points.

We had more success with this method when creating our list of SEO statistics (we documented that process in this link building case study), which has earned links from over 1,700 referring domains in under two years.

Backlink growth to our list of SEO statistics

Finding links you can loot from competitors

Your competitors may have links that no longer make sense for them to have. If you can provide linkers with a better alternative, you can often take these links for yourself.

Here are a few tactics that revolve around this idea:

Broken link building

Broken link building is where you find a dead page with backlinks, create your own resource on the topic, then ask linkers to link to that instead.

For example, this page about SEO tips can’t be found:

Example of a dead page

If we plug that URL into Ahrefs’ Site Explorer, we see it has backlinks from 177 referring domains:

This dead page has backlinks from 177 referring domains

If we were to create our own list of SEO tips, we could reach out to these 177 websites and suggest replacing that dead link with a link to our list. 

But how do you find your competitors’ broken pages with backlinks in the first place?

If you have a specific competitor in mind, do this:

  1. Go to Site Explorer
  2. Ange din konkurrents domän
  3. Gå till Bäst av länkar Rapportera
  4. Add a “404 not found” HTTP code filter
Filtering for dead pages with backlinks in Ahrefs' Site Explorer

You’ll see a list of dead pages on their website, sorted by the number of referring domains pointing to them. 

If you don’t have a specific competitor in mind, do this:

  1. Gå till Ahrefs Innehållsutforskaren
  2. Search for a topic
  3. Filter for broken pages only
  4. Filter for pages with referring domains (the minimum number is up to you)
Searching for dead pages about a topic in Ahrefs' Content Explorer

You’ll see a list of broken pages related to the topic with at least the minimum set number of referring domains.

Regardless of which method you use, the process from there is the same: 

  • Check what the page used to be – To do this, plug the URL into the Wayback Machine. It needs to be something you can create similar content about.
  • Check the quality of the page’s backlinks – To do this, run a backlink audit i Site Explorer. If it doesn’t have good links, it’s not the best opportunity for a broken link building campaign.
  • Reach out to linkers and suggest they swap the link – To do this more easily, use an outreach tool like Pitchbox eller BuzzStream.

301 redirect link building

301 redirect link building is where you look for your competitors’ irrelevant redirects, then pitch a replacement to linkers.

For example, this page about the Google Penguin Update on Search Engine Land has backlinks from 1.2K referring domains:

This redirected page has backlinks from 1.2K referring domains

But, for some reason, it redirects to a page about “Google SEO”:

Example of an irrelevant 301 redirect

This is a problem because people clicking through from those 1.2K websites will end up on a completely unrelated page. For that reason, there’s an opportunity here to pitch a link swap to linkers (same as with broken link building).

But how do you find your competitors’ irrelevant 301 redirects in the first place?

  1. Go to Site Explorer
  2. Enter a competitor’s domain
  3. Gå till Bäst av länkar Rapportera
  4. Add a “3XX redirect” HTTP code filter
Filtering for 301 redirects with backlinks in Ahrefs' Site Explorer

It’s then just a case of double-checking what the page used to be in the Wayback Machine, auditing the quality of the page’s links, creating a relevant replacement, and suggesting it to linkers. 

Run a competitor link analysis

Some of your competitors’ “lootable” links won’t fall neatly into the box of a known link building tactic. The process of finding them is quite nuanced and takes some experience, but you’ll often find unique pitches this way.

For example, say we wanted to build links to our list of Google ranking factors. If we check the top-ranking results for this keyword in Ahrefs’ Sökordsutforskaren, we see that many of them have hundreds of (potentially “lootable”) backlinks from hundreds of domains: 

Referring domains pointing to the top-ranking pages for "google ranking factors"

When I plugged one of those competing URLs into Site Explorer and checked the Bakåtlänkar report, alarm bells started to ring when I saw the anchor and surrounding text for this link:

One of the backlinks to a competing page about Google ranking factors

It claims that bounce rate, dwell time, and repeat visits are ranking factors.

Not true.

Given that this link must be based on advice from the linked (competing) page, I decided to take a look myself. What I found was a page giving lots of dangerously bad advice: 

Many of the factors listed on the competing page are misleading
The highlighted ranking factors are not ranking factors at all.

I’m not sure how much linkers would care, but I think there’s an opportunity here to reach out to all worthwhile prospects, explain that they’re linking to an inaccurate post, and suggest linking to our list of ranking factors instead. 

Even if only a fraction of them care, we win a few links while combating misinformation. It’s a win-win. 

Slutgiltiga tankar

Finding your competitors’ backlinks is easy. Getting the same ones to your site is less easy. 

But that doesn’t mean it isn’t possible. Start by replicating the easy ones, then find and copy the link building tactics that work for them, and finally take any links they no longer deserve for yourself.

Har du frågor? Pinga mig på Twitter.



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New Ecommerce Exploit Affects WooCommerce, Shopify, Magento

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New Ecommerce Exploit Affects WooCommerce, Shopify, Magento

A serious hacking attack has been exploiting ecommerce websites to steal credit card information from users and to spread the attack to other websites.

These hacking attacks are called Magecart style skimmer and it’s spreading worldwide across multiple ecommerce platforms.

Attackers are targeting a variety of ecommerce platforms:

  • Magento
  • Shopify
  • WooCommerce
  • WordPress

What Does the Attack Do?

The attackers have two goals when infecting a website:

1. Use the site to spread itself to other sites

2. Steal personal information like credit card data from customers of the infected website.

Identifying a vulnerability is difficult because the code dropped on a website is encoded and sometimes masked as a Google Tag or a Facebook Pixel code.

Screenshot by Akamai

What the code does however is target input forms for credit card information.

It also serves as an intermediary to carry out attacks on behalf of the attacker, thus covering up the true source of the attacks.

Magecart Style Skimmer

A Magecart attack is an attack that enters through an existing vulnerability on the ecommerce platform itself.

On WordPress and WooCommerce it could be a vulnerability in a theme or plugin.

On Shopify it could an existing vulnerability in that platform.

In all cases, the attackers are taking advantage of vulnerabilities that are present in the platform the ecommerce sites are using.

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This is not a case where there is one single vulnerability that can be conveniently fixed. It’s a wide range of them.

The report by Akamai states:

“Before the campaign can start in earnest, the attackers will seek vulnerable websites to act as “hosts” for the malicious code that is used later on to create the web skimming attack.

…Although it is unclear how these sites are being breached, based on our recent research from similar, previous campaigns, the attackers will usually look for vulnerabilities in the targeted websites’ digital commerce platform (such as Magento, WooCommerce, WordPress, Shopify, etc.) or in vulnerable third-party services used by the website.”

Rekommenderad åtgärd

Akamai recommends that all Ecommerce users secure their websites. That means making sure all third party apps and plugins are updated and that the platform is the very latest version.

They also recommend using a Web Application Firewall (WAF), which detects and prevents intrusions when hackers are probing a site in search of a vulenerable website.

Users of platforms like WordPress have multiple security solutions, with popular and trusted ones being Sucuri Security (website hardening) and WordFence (WAF).

Akamai recommends:

“…the complexity, deployment, agility, and distribution of current web application environments — and the various methods attackers can use to install web skimmers — require more dedicated security solutions, which can provide visibility into the behavior of scripts running within the browser and offer defense against client-side attacks.

An appropriate solution must move closer to where the actual attack on the clients occurs. It should be able to successfully identify the attempted reads from sensitive input fields and the exfiltration of data (in our testing we employed Akamai Page Integrity Manager).

We recommend that these events are properly collected in order to facilitate fast and effective mitigation.”

Read the original report for more details:

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New Magecart-Style Campaign Abusing Legitimate Websites to Attack Others



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Googles John Mueller om domänval: gTLDs vs. ccTLDs

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Google's John Mueller om domänval: gTLDs vs. ccTLDs

Google Search Advocate, John Mueller, has shed light on the difference between generic top-level domains (gTLDs) and country code top-level domains (ccTLDs), offering practical advice to businesses and SEO professionals.

His comments arrive amidst the recent update by Google that categorizes .ai domains as gTLDs, moving away from their previous association with Anguilla, a British Overseas Territory in the Eastern Caribbean.

Understanding The gTLD & ccTLD Distinction

A website owner in a Reddit thread on the r/SEO forum asks about the SEO implications of choosing country-specific domains.

Responding to the thread, Mueller notes that ccTLDs, such as .nl, .fr, and .de, are advantageous if a business is targeting customers in that region.

However, for those aiming for a global market or targeting a different country than the ccTLD suggests, a gTLD or the relevant ccTLD might be a better choice.

Mueller explains:

“The main thing I’d watch out for is ccTLD (“country code” — like nl, fr, de) vs gTLD (“generic” – com, store, net, etc). ccTLDs tend to focus on one country, which is fine if you plan on mostly selling in that country, or if you want to sell globally. If you mostly want to target another country (like “nationwi.de” but you want to target the US), then make sure to get either that ccTLD or a gTLD.”

He further clarifies that new TLDs are all classified as gTLDs. Even those that seem geographically specific, like “.berlin,” are technically not considered ccTLDs.

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Mueller continues:

“All of the new TLDs are gTLDs, for what it’s worth — some sound geo-specific, but they’re technically not (like “.berlin” — it’s a gTLD). Apart from ccTLD vs gTLD for SEO, there’s also the user-aspect to think about: will they click on a link that they perceive to be for users in another country?”

In another similar thread, Mueller warns against selecting TLDs predominantly used by spammers:

“From an SEO POV, I would just not pick a TLD that’s super-cheap and over-run with spam.” This comment underlines the importance of considering the reputation of TLDs when strategizing for SEO.

Google’s .ai Domain Update

Google recently updated its help documentation, specifying that it now treats .ai domain names as a gTLD, similar to .com, .org, and others.

This means Google Search won’t consider .ai domains geo-specific to Anguilla.

Gary Illyes from the Google Search Relations team provides the reason behind the change:

“We won’t infer the target country from the ccTLD so targeting Anguilla became a little harder, but then again there are barely any .ai domains that try to do that anyway.”

This update is significant for businesses and SEO professionals previously avoiding the use of .ai domain names for fear of Google associating them with Anguilla.

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The new classification removes the concerns, and such domains can now be used without the worry of geo-specific targeting by Google’s algorithms.

Sammanfattningsvis

Choosing the right domain, whether country-specific (ccTLD) or generic (gTLD), makes a difference in reaching the right audience.

A ccTLD could be a good fit if a business mainly targets customers in a specific country. A gTLD might be a better choice if the goal is to reach a broader, global audience.

Additionally, it’s a good idea to avoid spammy TLDs that hurt your site’s reputation.

Mueller’s comments are a good reminder of the strategic decisions in registering your domain.


Utvald bild genererad av författaren med Midjourney. 



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11 tips för att optimera prestanda Max-kampanjer

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11 tips för att optimera prestanda Max-kampanjer

Performance Max campaigns are the pinnacle of automation in PPC, so it’s no surprise they continue to be a major topic of debate for PPC professionals looking to balance time savings with peak campaign performance.

The primary goal of Performance Max campaigns is to drive conversions, such as sales, leads, or sign-ups, for your business while maintaining a competitive cost-per-action (CPA) or return-on-ad-spend (ROAS).

By utilizing Smart Bidding strategies and dynamically adapting ad creatives, these campaigns help advertisers reach a wider audience and boost the results obtained from traditional, single-channel campaigns.

But their high dependence on AI doesn’t mean these are set-it-and-forget-it campaigns.

Automation can still benefit from the touch of an expert PPC manager. But because they are so different from traditional campaigns, there are unique ways to optimize Performance Max (PMax) campaigns.

PMax optimization broadly falls into three categories:

  • Setting them up for success.
  • Monitoring that the AI is driving the right results.
  • Tweaking the campaigns to further optimize their performance.

Read on to learn how to get the most out of your PMax campaigns by addressing each of these three areas of opportunity.

How To Set Up PMax Campaigns For Success

Let’s start with what can be done to set up Performance Max campaigns to be successful out of the gate.

Remember that one big risk of automated PPC is that machine learning algorithms can eat up a significant amount of budget during the learning phase, where it establishes what works and what doesn’t.

Many advertisers don’t have the patience or the deep pockets to pay for machines to learn what they already know from their own experience.

1. Run It In Addition To Traditional Campaign Types

This advice is straight from Google, which says

“It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.”

And while running Performance Max as a stand-alone campaign is better than not advertising on Google at all, for professional marketers, it should be seen as a supplement to existing campaign types.

Running PMax campaigns in conjunction with traditional search and display campaigns offers advertisers a more comprehensive and diversified marketing strategy.

This approach allows businesses to capitalize on the strengths of each campaign type while mitigating their limitations, resulting in a more balanced and effective promotional effort.

Traditional search campaigns are particularly effective at capturing user intent through keyword targeting, ensuring ads are shown to users actively searching for relevant products or services.

Traditional display campaigns, on the other hand, are excellent at raising brand awareness and reaching audiences across a vast network of websites and apps.

PMax campaigns complement these traditional approaches by utilizing machine learning to optimize ad targeting and placement across multiple Google platforms.

This broadens the reach of advertising efforts, tapping into new audience segments and driving conversions more efficiently.

Combining these campaign types allows advertisers to cover all stages of the customer journey, from awareness and consideration to conversion and retention, while maximizing their ROAS.

2. Exclude Brand Keywords From Performance Max

One keyword-targeted search campaign you should always have is a brand campaign.

Then, ask your Google rep to exclude your brand keywords from all PMax campaigns so they don’t cannibalize traffic from your brand campaign.

Brand traffic should be inexpensive because it’s leveraging the power of your own brand. When users search for that, your ads will be the best match with the highest Quality Score and hence should be discounted significantly.

But because Performance Max’s mission is to generate more conversions, it may actually end up bidding on really expensive brand-adjacent queries.

For example, if I bid on the keyword “optmyzr,” I’ll pay around $0.10 per click when someone searches for exactly that.

(Disclosure, I am the co-founder of Optmyzr.)

But if I show ads for the keyword “optmyzr ppc management software,” I’m competing against every advertiser who bids for ‘ppc management software,’ my brand discount disappears, and those clicks will cost several dollars each.

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In a branded search campaign, I can control exactly which traffic to target using positive and negative keywords. But in Performance Max, there is no easy way to manage keywords, so Google may use the really cheap brand traffic to subsidize the much more expensive brand-adjacent traffic.

Ultimately, you will get results within your stated ROAS eller CPA limits. And while that may be acceptable to some, many advertisers prefer to manage their brand campaign separately from everything else.

3. Create Multiple Performance Max Campaigns To Target Different Goals

The same reasons why you would run more than one campaign in an account without Performance Max apply to why you should consider having multiple PMaxcampaigns.

For example, online retailers often set different goals for different product categories because they have different profit margins. By splitting these products into different campaigns with different ROAS targets, advertisers can maximize their profitability.

Image from author, April 2023

Maintaining multiple campaigns also supports seasonal advertising plans that may require different budgets at different times of the year.

Google supports up to 100 Performance Max campaigns per account, so that indicates that it, too, agrees there are many different good reasons why an advertiser would want to maintain more than one campaign.

4. Manage Final URL Expansion

When you create a PMax campaign, you tell Google what landing page to send traffic to. But you also get to decide if Google can expand to other landing pages on your domain.

Think of it a bit as dynamic search ads (DSAs), which automatically match your site’s pages to potentially relevant searches and automatically generate the ads to show.

Final URL expansion should be used cautiously.

At the campaign’s onset, consider focusing all your budget on the landing pages you care most about. If the results are good, then expand to more final URLs automatically.

And always be sure to use rules and exclusions to ensure Google doesn’t show your ads for parts of your site you don’t want advertised. For example, exclude your login page (assuming that one is ranked high in SEO).

You can also exclude sections of your site that are the focus of other campaigns. A retailer could exclude all pages that include the path ‘electronics’ in their apparel campaign to ensure consumers interested in electronics are served ads from the most relevant campaign.

5. Add Audience Signals From The Start

Adding audiences to a Performance Max campaign helps enhance the targeting and performance of your marketing efforts.

While PMax campaigns already utilize machine learning to optimize ad targeting, incorporating audience information provides additional context that can further improve the campaign’s efficiency.

Adding audience information enables the machine learning algorithms in PMax campaigns to make more informed decisions when optimizing ad targeting and placements. This can lead to better campaign performance and a higher ROAS.

By specifying particular audience segments, such as in-market, affinity, or remarketing audiences, advertisers can tailor their campaign messaging and creative to resonate better with their target users. This enables more personalized and relevant ad experiences, resulting in higher engagement and conversion rates.

Advertisers should also attach their own audiences to Performance Max campaigns. For example, by attaching a list of all their existing customers, they can choose to have the PMax campaign prioritize new user acquisition.

Because it is generally harder and more expensive to find new users than to convince existing users to make another purchase, adding this setting can better focus the ad budget on what is most valuable to the business.

How To Monitor Performance Max Campaigns For Success

Even when campaigns are well set up, monitoring AI is always a smart idea because it can sometimes make questionable decisions.

When I accidentally turned on automatically applied recommendations from Google, I found that my brand keyword ‘optmyzr’ was removed by Google because the AI felt it was redundant to some other keywords in my campaign, particularly some misspellings of our brand name.

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I investigated and found the keywords Google preferred delivered fewer conversions and had a higher CPA than the keywords it removed. So not only was AI semantically wrong, but it also made a bad decision for my bottom line.

So let’s look at some ways to monitor Performance Max campaigns.

6. Report Where Your Performance Max Traffic Is Coming From

Just like you may have monitored clicks and impressions by device types or from different geographic areas, in PMax you should care about the performance of the various channels where your ads are shown.

If you only look at the overall performance of a PMax campaign, you may be falling into the trap of averages.

Relying solely on averages can be misleading and might not accurately represent the true nature of the underlying data.

Averages can oversimplify complex data, reducing it to a single value that may not capture important nuances or patterns within the dataset, and this can mask the variability or range of values in the dataset, leading to false assumptions about the consistency or homogeneity of the data.

en rapportwidget som visar var Google Ads Performance Max-annonser visasImage from author, April 2023

For example, is low performance on the display network made up for by the great performance of ads on YouTube?

On average, the campaign drives the results you want. But by eliminating some wasteful portions, results could be even better than what you asked for.

Even if the campaign is delivering the desired results, knowing about possible inefficiencies puts you in a better position to address those and tilt the playing field back in your favor.

Tools like Optmyzr make it easy to see where your budget is spent in PMax, and there are also Google Ads scripts that will add this type of clarity to your data.

7. Monitor For Cannibalization

Because PMax campaigns don’t include the traditional search terms reports and only include part of that data in insights, it can be difficult to know when it is cannibalizing the other campaigns you’re running in parallel.

When it comes to standard shopping campaigns and PMax for retail (which replaced Smart Shopping campaigns), the PMax campaign always takes precedence over the traditional shopping campaign. For this reason, it’s important to segment products to avoid overlap.

For example, you could advertise shower doors in one campaign and bathroom vanities in another. But if there is any possible overlap, even segmenting campaigns may not lead to the desired result.

For example, shower wands advertised in a traditional shopping campaign may be closely enough related to shower doors and get mixed into the PMax campaign for shower enclosures.

Regarding keyword cannibalization, Google says if the user’s query is identical to an eligible Search keyword of any match type in your account, the Search campaign will be prioritized over Performance Max.

But if the query is not identical to an eligible Search keyword, the campaign or ad with the highest Ad Rank, which considers creative relevance and performance, will be selected.

And even a keyword that is an identical match may be ineligible due to a variety of factors and still get cannibalized.

The best way to monitor for cannibalization is to monitor campaign volumes and look for shifts. Does an unexpected drop in a search campaign correspond to an increase in traffic to the PMax campaign? If so, dig deeper and use our optimization tip for managing negative keywords that we’ll cover in the next section.

Optimizations For Performance Max

While PMax promises to optimize itself on an ongoing basis thanks to AI, there are some proactive ways you can still help the machines deliver better results.

8. Use Account-Level Negative Keywords

Unfortunately, it’s not possible to add negative keywords to a PMax campaign without the help of a Google rep. And even then, they will generally only add negative brand keywords to help prevent cannibalizing a brand campaign.

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But PMax campaigns can work with shared negative keyword lists if you email Support and ask them to attach one of your shared negative lists to your PMax campaigns.

From that point forward, you can simply add negative keywords to the shared list, and they will instantly take effect on the PMax campaign that is associated with the shared negative list.

While Google doesn’t share full search term details for PMax the way it does for search campaigns, it will show keyword themes under insights. This is one good source for negative keyword ideas.

You should also leverage data from traditional search campaigns you’re running in parallel to PMax.

So mine your traditional search campaigns for negative keyword ideas, for example, when users search for things like ‘free’ ‘login’, etc., that never convert well. Add these as negative keywords to the shared negative list that is attached to your PMax campaign.

9. Use Account-Level Placement Exclusions

When it comes to placements, Google has a predefined report that shows placements where your Performance Max ads were shown.

bild av rapporter i Google Ads som visar vilka placeringar prestanda max annonser visas påSkärmdump från Google Ads, april 2023

 

This is a great starting point to find ideas for placements to exclude.

To exclude placements from PMax, you’ll need to exclude them at the account level, since it’s not possible to add negative placements to individual PMax campaigns. You’ll find this ability under the “Content” section of the Google Ads account.

Google Ads-gränssnittet för att utesluta placeringar på kontonivåSkärmdump från Google Ads, april 2023

 

Just like with negative keyword discovery, consider using your account-wide placement data from all campaigns to find placements to exclude in PMax.

And if you run multiple Google Ads accounts, you can get even better results by finding money-wasting sites and apps in the display network to exclude across all the accounts you manage.

Or when working with a tool provider, they may even be able to help you find negative placement ideas from their own vast network of data.

10. Exclude Non-Performing Geo Locations

Even though PMax uses automated bidding, which doesn’t support geo bid adjustments, you can still leverage geo data in two ways.

You can either exclude locations that don’t drive conversions or use conversion value rules to manipulate the value you report for conversions from different regions so that the bids will get adjusted accordingly.

For example, if you report conversions as soon as someone fills out your lead form, but you know that people in Munich become paying customers at a higher rate than people who fill out the same form from Berlin, you can set a conversion value rule to value conversions from Munich more highly.

This helps automated bidding make the right decisions about what CPC bid will likely have the desired ROAS.

And that leads to our final optimization tip, which is a big one.

11. Feed Correct Conversion Data

AI can only do a good job for your account if you tell it what the goal is.

And the goal should be precise.

It shouldn’t be to get the most conversions possible if your real goal is to drive profits.

Or to get as many leads as possible if you want leads that turn into customers.

Setting up goals correctly can make a huge difference in how well PPC automation will perform.

Updating goals with margin data or with data from your sales team can be a significant effort, and that’s why I’ve listed this as an ongoing optimization strategy rather than an up-front setup task.

Get PMax up and running with the conversions you’ve already been operating with, and then work to constantly enhance that conversion data.

Slutsats

With these 11 tips to optimize your Performance Max campaigns, you can expect better results while also benefiting from the time savings promised by automated campaign types.

There are many more tips I didn’t cover here that you can discover by joining the dialogue online.

And there will be many more tips to come as PPC automation continues to evolve.

Fler resurser:


Featured Image: TippaPatt/Shutterstock



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