Google: The Web is Faster Since Page Speed Became a Ranking Factor

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Google says sites are faster and abandonment rates are down since making page speed a ranking factor last year.

In 2018, Google made page speed a ranking factor for mobile searches.

Around that time improvements starting being observed across the whole web ecosystem. On a per country basis, web pages in more than 95% of countries have improved speeds. – Read more

 

Google Ads Brings Cross-Device Activity Data to All Attribution Reports

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All attribution reports in Google Ads will soon include information about cross-device activity and conversions.

This will provide marketers with insight into how people interact with ads on multiple devices.

Previously, only the Devices, Assisting Devices, and Device Paths attribution reports included cross-device activity.

Cross-device activity is being added to all reports to address an issue with inconsistent conversion counts across different reports.

When this update rolls out, Users should expect to see more consistent conversion counts. However, the existing data will not be changed.

This update is coming into effect on May 1, 2019. As mentioned, the reports will not include cross-device data prior to that date.

That means reports will contain data using different calculation methods – Read more

10 PPC Copywriting Best Practices for Extra Effective Text Ads

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Running PPC ads can be extremely profitable – or it can be a waste of time.

What makes the difference?

Much of it has to do with your ad text.

Writing great copy for PPC ads is trickier than it might seem at first.

Platforms like Google Ads give you a limited amount of space to catch a searcher’s eye, get them interested in your offer, and entice them to click.

Unfortunately, there’s no winning formula for writing the perfect PPC ad (and if there were, everybody would be using it). But there are a number of best practices you can follow to make your ad copy stronger.

Here are 10 tips you can apply to the next ad you write.

1. Know What Your Target Market Wants

Lots of businesses approach ad-writing by talking about themselves. That’s a natural thing to do, and after all, you’re an expert on what makes your company great.

But it’s actually the opposite of what you should be doing.

Customers seek you out because they need something, not because they’re curious about your business.

The best way to get the attention of your target audience is to show them that you understand – and can fix – their problems.

Before you start writing, do this exercise: put yourself in your ideal customer’s shoes.

Think about what kind of problem they’re experiencing, and imagine how they’d search for a solution. Then, write your ad copy as a response to that imaginary customer’s needs and search habits.

2. Address Your Audience

Use the words “you” and “your” in your ads.

Speaking directly to your audience makes them feel important, and it creates the sense that your business is personable – you want to create a friendly and helpful relationship with customers right off the bat.

3. Use Emotional Triggers to Your Advantage

What’s the worst thing an ad can be? If you said boring, you’re right.

A bad PPC ad is completely unmemorable. It might be inoffensive and even well-put-together, but if no one ever feels intrigued or moved enough to click on it, why even bother publishing it?

You can avoid the fate of boring ads by choosing your words carefully and making your audience feel something. If you know what your target market wants, this shouldn’t be too difficult. – Read more

Google Ads Keyword Planner Now Allows Up to 10 Seed Keywords

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Google Ads Keyword Planner has been updated with the ability to process up to 10 seed keywords when searching for new ideas.

That’s one of several new features in the latest update, which is designed to address common user requests.

Entering more seed keywords per search should allow users to discover a greater number of keyword opportunities.

More seed keywords may even result in more relevant keyword ideas as well.

Other New Features in Keyword Planner

The next time you log in to Keyword Planner you’ll be greeted with an alert notifying you of several new features.

As someone who regularly uses this tool for keyword research, I think one of the most useful new features will end up being the monthly keyword trends reports.

You can now see trends for individual keyword ideas by hovering over the chart in the ideas table. – Read More

Editor gets the Google Ads treatment: Google Ads Editor 1.0 out now

My Post - 2019-03-29T104514.272.jpgThe new Google Ads Editor v. 1.0 has new look and new capabilities.

After redesigning and renaming AdWords as Google Ads, its now Editor’s turn. The desktop tool for managing and drafting campaign changes has a new look, new layout, new features, new capabilities and a new name. Goodbye, AdWords Editor. Hello , Google Ads Editor.

Why you should care. There are a lot of things you can now do in Google Ads Editor without having to go to the web interface, which should save you time. In version Google Ads Editor 1.0, the top navigation is smaller, right justified and no longer in a bar. But from a layout perspective, the biggest change is the editing panel has moved from the bottom to the right side of the interface.

Make changes across accounts. In terms of new functionality, this is the most eye-catching. If you’re managing a lot of accounts — in the same or different MCCs — you can now apply changes across accounts. Yes, even if they’re not in the same MCC.

Video ads. Video ads and campaigns, in particular, have much more functionality in Editor now. For example, there’s full support for non-skippable video campaigns, and you can create bumper ads and add calls-to-action in TrueView in-stream ads. Bumper campaigns are now part of the video campaigns mix, using the Manual CPM bid strategy. If you want to add in-stream ads to bumper campaigns, you can change the bidding strategy to Target CPM.

Custom rules. There are five new custom rules are available in Google Ads Editor. One will tell you if a video campaign isn’t targeting Google video partners. (That mean your videos will show on network sites, not just YouTube. You might not want that.)

Responsive Ads. If you didn’t get the hint before that Google wants you to start using responsive search ads (RSA), you will now. Another new custom rule will alert you if there aren’t any RSAs in an ad group that has an enabled expanded text ad. – Read more

Ad Group Best Practices: How to Create & Structure Your Ad Groups

My Post - 2019-03-28T120521.545.jpgAccount structure is a critical element for ensuring paid search success. It ensures that keywords, ad message, and landing pages are prioritized in alignment with the business’s objectives.

However, it is equally important for structure to be as functional as possible for most effective reporting and optimization. One should think beyond the initial set up and create a nimble structure that will allow for efficient ongoing maintenance.

While some engine features vary, particularly across those in non-English speaking markets, most have the same common elements.

The below best practices focus on how to set up campaigns and ad groups. As you will see, an effective structure is deeply connected to your marketing strategy and business needs.

Campaign Setup Best Practices

When deciding what and how many campaigns to have, as a guide, use campaign settings and consider what searches you will want to have maximum coverage. Targeting and budget are the most critical ones.

For cleanest reporting, it is recommended to set up a new campaign for each combination of targeting and budget needs. This will allow to easily track how much is spent and what performance you derive from all areas.

In terms of coverage, it is a best practice to fully fund your own brand terms followed by supplier brand terms and anything that is likely to drive a high ROI. – Read more

Google Ads Keyword Planner gets new (and old) features

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Seed your keyword ideas with more terms, add keywords to existing campaigns and more.

The next time you log into Keyword Planner in Google Ads, you’ll see an announcement of several new features. Some of these updates are older features (“Add to existing campaign” is one) just now getting added to the new Google Ads UI.

To get started, you can now ad up to 10 seed keywords when you select the “Find new keywords” option.

Grouped ideas. Grouped keywords can now be found under the “Grouped ideas” menu option. You can choose to add all or some of the keywords in a grouped idea to an existing or a new ad group.

More monthly search detail. Hover over the “Avg. monthly searches” chart for individual keywords to see a monthly trends bar chart that provides more detail in terms of the monthly breakdown and search volume quantities. You can also download this data. – Read more

 

How to optimize your keywords for great quality score on Google Ads

My Post - 2019-03-15T172903.924.jpgAs any digital marketer will know the importance of good quality keywords cannot be overemphasised.  The importance of optimising keywords in your website will result in a great quality score on Google Ads (AdWords) – a definite digital marketing goal for sure!

To fully understand this and the impact of optimising keywords it’s really beneficial to complete a digital marketing course to get miles ahead with your keyword optimisation.  There are also many tools available to get the best keywords for your website.

Optimising keywords in your content

It’s a well-known fact that the vast majority of web searchers only look at the first page of search engine results.This is exactly where you want your site to be. So, it goes without saying that keyword optimisation is an important part of your digital marketing strategy.

Google Ads overview

Being seen on the web is the aim of any digital marketing strategy and is vitally important as part of a digital advertising campaign.  AdWords, now called, Google Ads, is an advertising service which enables businesses to set a budget for their online advertising campaign where payment is only made when their ad is clicked on.  This is where keywords can make or break your paid internet marketing campaign. Keeping this top of mind can give you a great quality score on Google Ads (AdWords). – Read more

How to Do PPC Keyword Research in 2019

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If you’re looking for the latest strategies in PPC keyword research, there’s something you should know: Google was never designed to be about keywords.

Google co-founder Sergey Brin said:

“My vision when we started Google… was that eventually you wouldn’t have to have a search query at all – the information would just come to you as you needed it.”

Google’s getting closer to that mission, and in 2018 it rebranded AdWords as Google Ads, dropping the “words” entirely. Many older keyword building methods are now outdated or defunct.

Today, there’s a new and easier way to handle PPC keywords, and it starts with a focus on users. To understand this new strategy and why it works better, it will help to know what’s different about the current search landscape.

Google’s Giving Less Weight to Keywords

Once upon a time, many algorithm updates ago, Google’s best chance of serving up relevant results was to match a user’s search terms with keywords on a page (or, in the case of paid ads, keywords in a list). A lot has changed.

Natural Language Processing Advancements

Last week, I did a Google search for a podcast episode. I couldn’t recall the episode number or name. But I remembered the gist of it, and Google knew what I meant. – Read more

8 Dos & Don’ts of Search Audiences

My Post - 2019-03-22T094052.057.jpgOver the past few years, Google has been playing around a lot with audiences.

From the introduction of in-market audiences for search last year to the more recent release of detailed demographics, they’re most likely far from done changing things up.

The fast-moving nature of search advertising is one of the things that makes it so exciting. To be a PPC superhero, you need to keep pace and constantly update your best practice along the way.

Sometimes that means throw out the old rulebook, and A/B testing anew. And that’s exactly what I’ve done here with an up-to-date list of my recommended dos and don’ts for search audiences.

Now, whether you’re relying on manual or automated bidding matters for audience strategy.

As Google’s smart bidding simplifies things quite considerably, I’m mostly focusing on manual bidding in this article but I’ll share a few tips for smart bidding as well.

To start, there’s one goal to keep in mind for both remarketing and prospecting:

DO: Maximize Audience Depth

A quick recap: audience depth is the spend through all audiences divided by total spend.

Modified audience depth is the spend through all audiences with a bid modifier applied divided by total spend.

Maximizing audience depth gives you more data points to optimize toward. Even if an audience has a poor CPA, applying it should still be considered a success because it lets you identify an opportunity for optimization. – Read more