SEO
PPC Ad Extensions You Should Be Using Today
Ad extensions maximize your visibility in search engine results.
Here’s how Image Extensions, Structured Snippets, Price Extensions, and Call Extensions can help.
Not all ad extensions are created equal and they serve different marketing purposes.
Whether it’s on Google Ads or Microsoft Ads, ad extensions can help maximize your visibility in the search results and improve ad performance.
Ad extensions also allow for additional or more detailed messaging that doesn’t fit in the base ad copy, even with the new RSA format.
Don’t miss this opportunity.
Explore four PPC ad extensions you should be using today.
1. Image Extensions
Image extensions are available worldwide.
Consumer’s visual experience when browsing products and services online have become more critical in recent years.
Image extensions help to create a more visually appealing search ad to engage with potential customers.
These extensions enhance the relevance of your search ad by including images of your products or services in the ad.
Image extensions appear on both desktop devices and mobile devices.
These images are not banner ads and need to follow requirements in terms of content, quality, etc.
You select images to upload to be served along with ad text.
Another option is to use Dynamic image extensions which select the most relevant images from your ad’s landing page and insert them into your ad.
Once you’ve opted into this feature, images from the landing pages will be included as ad extensions in your campaigns.
To begin using dynamic image extensions, navigate to the Extensions tab of your account and click on Add dynamic image extensions.
No images, no problem!
You can create image extensions using stock images.
Now, you can select from a range of stock images provided by Google. Navigate to the Image Options drop-down menu and select Stock Images.
After that, choose the image that you think is most relevant to your ad.
2. Structured Snippets
Structured Snippets are the “no brainer” of ad extensions.
They list specific aspects of your product or service.
It is one of the simplest ad extensions to create because there is a predefined “header” for values and you don’t need landing pages because they don’t link to the website.
Each snippets extension has a “heading” such as:
- Amenities.
- Brands.
- Destinations.
- Degree programs.
- Courses.
- Featured hotels.
- Insurance coverage.
- Neighborhoods.
- Service catalogs.
- Models.
- Show.
- Styles.
- Types.
After selecting the header, enter the values – such as “free WiFi” or “pool” for amenities.
These extensions show frequently on both platforms.
Here’s an example of a company’s brand:
This simple ad extension can add value by giving the searcher more information and differentiating your ad from competitors who are not using this extension.
3. Price Extensions
Price extensions are a great alternative for advertisers that don’t have product feeds and can benefit from showcasing products and services with price points.
Price extensions are presented in the search results below the main ad text and can be useful in attracting greater attention to the ad as well as driving to deeper content on the advertiser’s website.
A minimum of three and up to eight items, or cards, can be added per price extension.
A searcher can then scroll through and click on items individually to view.
Similar to the structured snippets, Google has predefined types of price extensions:
- Brands.
- Events.
- Locations.
- Neighborhoods.
- Product categories.
- Product tiers.
- Service categories.
- Service tiers.
- Services.
Each card has a header and description of 25 characters each, appearing above and below the price.
The advertiser also has the opportunity to use a price qualifier.
This is designed for products or services that don’t have one set price point, so “from”, “up to”, and “average.”
For example: “Monday Dinner Specials from $35.”
These extensions can be added to the account, campaign, or ad group level.
Adding to the ad group level is a great place for more detailed items to be tailored to a subgroup.
For example: “European vacations” vs. “French vacations.”
These ad extensions can also be scheduled for a start and end date, along with custom hourly scheduling.
Do I hear a seasonal promotion coming on with price extensions?
I think so.
4. Call Extensions
Call extensions serve a phone number with your ads that redirect to the official phone number.
These are still highly relevant as an ad tactic as mobile has become the primary device for many searchers.
Advertisers who have avoided call extensions in the past should take a second look.
Besides connecting searchers directly with the business by phone call, using the PPC platform’s forwarding numbers will show call information, call conversions, and valuable search data on how people are finding the phone number.
Did you know?
You can turn on call recording and get recorded phone calls from ads that Google saves for 30 days.
In the following screenshot that blurs private data, the callers’ phone number is listed, the area code, and a full recording of the call.
A phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call.
The number of seconds should be defined based on each business’s unique phone behavior for closing callers.
If phone call lengths are below this threshold too frequently, or many calls are missed, it’s a good time to review a few simple optimization ideas:
- Are too many “wrong” numbers coming through? This could be due to the ad being triggered by different business names or competitors based on keywords. Check the search queries and ask phone reps what they have been hearing from callers. These keywords can be used as negative keywords.
- Too many missed calls? Ensure the ad is scheduled during business hours only when someone is available to answer that call. That could mean not running ads during the lunch hour, for example.
- Calls from physical locations not serviced by your business? This is usually just a case of adjusting geotargeting to be more accurate. Although, it could present an opportunity to learn more about these callers and the current market demand.
Bonus: Automated Extensions + Manual Ad Extensions
When you opt into automated extensions, Google Ads will create extensions on your behalf and show them with your ad if they’re predicted to improve your performance.
These automated extensions will now be eligible to show alongside their manually-created counterparts.
Google Ads is rolling out several new improvements that make sitelinks, callouts, and structured snippets easier to manage.
When you create sitelinks, callouts, and structured snippets, you can add them at the ad group, campaign, or account level.
This will make it easy to review and manage the extensions that Google Ads creates on your behalf.
To see which automated extensions are shown with your ads, look for “Automatically created” extensions in the table view of the Extensions page.
Final Thoughts
Ad extensions can be critical to rising above the competition in search results with more visibility and strategic messaging.
It’s important to review ad extensions and audit them on a scheduled basis (try quarterly) to ensure you are learning about new opportunities available and revisiting old ones.
More resources:
Featured Image: Top Popular Vector/Shutterstock
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SEO
How To Write ChatGPT Prompts To Get The Best Results
ChatGPT is a game changer in the field of SEO. This powerful language model can generate human-like content, making it an invaluable tool for SEO professionals.
However, the prompts you provide largely determine the quality of the output.
To unlock the full potential of ChatGPT and create content that resonates with your audience and search engines, writing effective prompts is crucial.
In this comprehensive guide, we’ll explore the art of writing prompts for ChatGPT, covering everything from basic techniques to advanced strategies for layering prompts and generating high-quality, SEO-friendly content.
Writing Prompts For ChatGPT
What Is A ChatGPT Prompt?
A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to.
The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement.
Users can use the prompt to generate ideas, share their thoughts, or start a conversation.
ChatGPT prompts are designed to be open-ended and can be customized based on the user’s preferences and interests.
How To Write Prompts For ChatGPT
Start by giving ChatGPT a writing prompt, such as, “Write a short story about a person who discovers they have a superpower.”
ChatGPT will then generate a response based on your prompt. Depending on the prompt’s complexity and the level of detail you requested, the answer may be a few sentences or several paragraphs long.
Use the ChatGPT-generated response as a starting point for your writing. You can take the ideas and concepts presented in the answer and expand upon them, adding your own unique spin to the story.
If you want to generate additional ideas, try asking ChatGPT follow-up questions related to your original prompt.
For example, you could ask, “What challenges might the person face in exploring their newfound superpower?” Or, “How might the person’s relationships with others be affected by their superpower?”
Remember that ChatGPT’s answers are generated by artificial intelligence and may not always be perfect or exactly what you want.
However, they can still be a great source of inspiration and help you start writing.
Must-Have GPTs Assistant
I recommend installing the WebBrowser Assistant created by the OpenAI Team. This tool allows you to add relevant Bing results to your ChatGPT prompts.
This assistant adds the first web results to your ChatGPT prompts for more accurate and up-to-date conversations.
It is very easy to install in only two clicks. (Click on Start Chat.)
For example, if I ask, “Who is Vincent Terrasi?,” ChatGPT has no answer.
With WebBrower Assistant, the assistant creates a new prompt with the first Bing results, and now ChatGPT knows who Vincent Terrasi is.
You can test other GPT assistants available in the GPTs search engine if you want to use Google results.
Master Reverse Prompt Engineering
ChatGPT can be an excellent tool for reverse engineering prompts because it generates natural and engaging responses to any given input.
By analyzing the prompts generated by ChatGPT, it is possible to gain insight into the model’s underlying thought processes and decision-making strategies.
One key benefit of using ChatGPT to reverse engineer prompts is that the model is highly transparent in its decision-making.
This means that the reasoning and logic behind each response can be traced, making it easier to understand how the model arrives at its conclusions.
Once you’ve done this a few times for different types of content, you’ll gain insight into crafting more effective prompts.
Prepare Your ChatGPT For Generating Prompts
First, activate the reverse prompt engineering.
- Type the following prompt: “Enable Reverse Prompt Engineering? By Reverse Prompt Engineering I mean creating a prompt from a given text.”
ChatGPT is now ready to generate your prompt. You can test the product description in a new chatbot session and evaluate the generated prompt.
- Type: “Create a very technical reverse prompt engineering template for a product description about iPhone 11.”
The result is amazing. You can test with a full text that you want to reproduce. Here is an example of a prompt for selling a Kindle on Amazon.
- Type: “Reverse Prompt engineer the following {product), capture the writing style and the length of the text :
product =”
I tested it on an SEJ blog post. Enjoy the analysis – it is excellent.
- Type: “Reverse Prompt engineer the following {text}, capture the tone and writing style of the {text} to include in the prompt :
text = all text coming from https://www.searchenginejournal.com/google-bard-training-data/478941/”
But be careful not to use ChatGPT to generate your texts. It is just a personal assistant.
Go Deeper
Prompts and examples for SEO:
- Keyword research and content ideas prompt: “Provide a list of 20 long-tail keyword ideas related to ‘local SEO strategies’ along with brief content topic descriptions for each keyword.”
- Optimizing content for featured snippets prompt: “Write a 40-50 word paragraph optimized for the query ‘what is the featured snippet in Google search’ that could potentially earn the featured snippet.”
- Creating meta descriptions prompt: “Draft a compelling meta description for the following blog post title: ’10 Technical SEO Factors You Can’t Ignore in 2024′.”
Important Considerations:
- Always Fact-Check: While ChatGPT can be a helpful tool, it’s crucial to remember that it may generate inaccurate or fabricated information. Always verify any facts, statistics, or quotes generated by ChatGPT before incorporating them into your content.
- Maintain Control and Creativity: Use ChatGPT as a tool to assist your writing, not replace it. Don’t rely on it to do your thinking or create content from scratch. Your unique perspective and creativity are essential for producing high-quality, engaging content.
- Iteration is Key: Refine and revise the outputs generated by ChatGPT to ensure they align with your voice, style, and intended message.
Additional Prompts for Rewording and SEO:
– Rewrite this sentence to be more concise and impactful.
– Suggest alternative phrasing for this section to improve clarity.
– Identify opportunities to incorporate relevant internal and external links.
– Analyze the keyword density and suggest improvements for better SEO.
Remember, while ChatGPT can be a valuable tool, it’s essential to use it responsibly and maintain control over your content creation process.
Experiment And Refine Your Prompting Techniques
Writing effective prompts for ChatGPT is an essential skill for any SEO professional who wants to harness the power of AI-generated content.
Hopefully, the insights and examples shared in this article can inspire you and help guide you to crafting stronger prompts that yield high-quality content.
Remember to experiment with layering prompts, iterating on the output, and continually refining your prompting techniques.
This will help you stay ahead of the curve in the ever-changing world of SEO.
More resources:
Featured Image: Tapati Rinchumrus/Shutterstock
SEO
Measuring Content Impact Across The Customer Journey
Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.
So how do you identify and take advantage of these opportunities for growth?
Watch this on-demand webinar and learn a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.
You’ll learn:
- Fresh methods for measuring your content’s impact.
- Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
- Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.
With Bill Franklin and Oliver Tani of DAC Group, we unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy.
Check out these insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.
Whether you’re a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success.
View the slides below or check out the full webinar for all the details.
SEO
How to Find and Use Competitor Keywords
Competitor keywords are the keywords your rivals rank for in Google’s search results. They may rank organically or pay for Google Ads to rank in the paid results.
Knowing your competitors’ keywords is the easiest form of keyword research. If your competitors rank for or target particular keywords, it might be worth it for you to target them, too.
There is no way to see your competitors’ keywords without a tool like Ahrefs, which has a database of keywords and the sites that rank for them. As far as we know, Ahrefs has the biggest database of these keywords.
How to find all the keywords your competitor ranks for
- Go to Ahrefs’ Site Explorer
- Enter your competitor’s domain
- Go to the Organic keywords report
The report is sorted by traffic to show you the keywords sending your competitor the most visits. For example, Mailchimp gets most of its organic traffic from the keyword “mailchimp.”
Since you’re unlikely to rank for your competitor’s brand, you might want to exclude branded keywords from the report. You can do this by adding a Keyword > Doesn’t contain filter. In this example, we’ll filter out keywords containing “mailchimp” or any potential misspellings:
If you’re a new brand competing with one that’s established, you might also want to look for popular low-difficulty keywords. You can do this by setting the Volume filter to a minimum of 500 and the KD filter to a maximum of 10.
How to find keywords your competitor ranks for, but you don’t
- Go to Competitive Analysis
- Enter your domain in the This target doesn’t rank for section
- Enter your competitor’s domain in the But these competitors do section
Hit “Show keyword opportunities,” and you’ll see all the keywords your competitor ranks for, but you don’t.
You can also add a Volume and KD filter to find popular, low-difficulty keywords in this report.
How to find keywords multiple competitors rank for, but you don’t
- Go to Competitive Analysis
- Enter your domain in the This target doesn’t rank for section
- Enter the domains of multiple competitors in the But these competitors do section
You’ll see all the keywords that at least one of these competitors ranks for, but you don’t.
You can also narrow the list down to keywords that all competitors rank for. Click on the Competitors’ positions filter and choose All 3 competitors:
- Go to Ahrefs’ Site Explorer
- Enter your competitor’s domain
- Go to the Paid keywords report
This report shows you the keywords your competitors are targeting via Google Ads.
Since your competitor is paying for traffic from these keywords, it may indicate that they’re profitable for them—and could be for you, too.
You know what keywords your competitors are ranking for or bidding on. But what do you do with them? There are basically three options.
1. Create pages to target these keywords
You can only rank for keywords if you have content about them. So, the most straightforward thing you can do for competitors’ keywords you want to rank for is to create pages to target them.
However, before you do this, it’s worth clustering your competitor’s keywords by Parent Topic. This will group keywords that mean the same or similar things so you can target them all with one page.
Here’s how to do that:
- Export your competitor’s keywords, either from the Organic Keywords or Content Gap report
- Paste them into Keywords Explorer
- Click the “Clusters by Parent Topic” tab
For example, MailChimp ranks for keywords like “what is digital marketing” and “digital marketing definition.” These and many others get clustered under the Parent Topic of “digital marketing” because people searching for them are all looking for the same thing: a definition of digital marketing. You only need to create one page to potentially rank for all these keywords.
2. Optimize existing content by filling subtopics
You don’t always need to create new content to rank for competitors’ keywords. Sometimes, you can optimize the content you already have to rank for them.
How do you know which keywords you can do this for? Try this:
- Export your competitor’s keywords
- Paste them into Keywords Explorer
- Click the “Clusters by Parent Topic” tab
- Look for Parent Topics you already have content about
For example, if we analyze our competitor, we can see that seven keywords they rank for fall under the Parent Topic of “press release template.”
If we search our site, we see that we already have a page about this topic.
If we click the caret and check the keywords in the cluster, we see keywords like “press release example” and “press release format.”
To rank for the keywords in the cluster, we can probably optimize the page we already have by adding sections about the subtopics of “press release examples” and “press release format.”
3. Target these keywords with Google Ads
Paid keywords are the simplest—look through the report and see if there are any relevant keywords you might want to target, too.
For example, Mailchimp is bidding for the keyword “how to create a newsletter.”
If you’re ConvertKit, you may also want to target this keyword since it’s relevant.
If you decide to target the same keyword via Google Ads, you can hover over the magnifying glass to see the ads your competitor is using.
You can also see the landing page your competitor directs ad traffic to under the URL column.
Learn more
Check out more tutorials on how to do competitor keyword analysis:
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