Why Google Ads ‘Optimize’ Ad Serving Often Fails to Show Your Best Ad

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There’s often a great debate over ad rotation. Should you use Google’s highly recommended Optimize or the ad tester’s preferred method Do Not Optimize?

We took a look at just a few ad groups for one of our advertisers to show them why ‘optimize’ is not working for them; and we’d like to share a few examples and pitfalls to watch out for when choosing your ad rotation setting.

#1 Google Makes Mistakes

The first thing to note in our charts, we show the ‘enabled date’ of the ad so you can see when an ad was first enabled. However, the stats are only based upon the timeframe comparison. So, in our first example while the one ad was enabled 5 days before the second ad; the data shown is the last 90 as both ads were active in that timeframe. We do not compare data for date ranges when some ads weren’t actively competing against each other.

In our first example, the ad with the best CTR (which is not statistically significant), conv. rate, conversion per impression; and every single other metric was only served 29,866 times versus the ad that has the worse metrics was served 20 times more often with 617,723 impressions.

This is an obvious example of Google just making a bad choice. – Read more

100+ Google SEO Success Factors, Ranked

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Ranking factors are awesome—and sometimes—a little bit dangerous.

That is, chasing minor ranking factors can lead to a dangerous waste resources, while at the same time neglecting holistic SEO that actually leads to higher rankings and better traffic.

Google uses 1000s of signals to rank web pages. Nobody knows what they all are (and anyone who claims otherwise is fibbing). In fact, since the rise of machine learning, not even Googlers can tell you all the elements that influence rankings and how they interact with one another in search results.

What matters is success.

SEO Success Factors are those elements you can take action on to improve your rankings, traffic, and visibility in Google search. Many Success Factors—but not all—are based on ranking factors, and a number of them deliver bigger results than others.

As an example, while meta descriptions aren’t a Google ranking factor, crafting well-composed descriptions that improve your click-through rate (CTR) can have a positive, outsized impact on your SEO efforts.

Using a combined analysis of dozens of sources, including:

  • Ranking factors studies
  • SEO Experimentation data
  • Expert opinion surveys
  • Patent filings
  • And statements from Google

… we’ve aggregated the most popular SEO Success Factors in one place. Our goal is to show you not only what works, but how to use these factors to improve your rankings and traffic.

Use this information is to prioritize the most critical factors first while working your way towards less important elements. – read more

 

How Google’s Mobile-first Index Works: Important Seo Best Practices

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With a Mobile-First philosophy, Google continues to update its search engine algorithms to meet the demands of technologically-savvy searchers.

In fact, Google has rolled out a Mobile-First version of its search engine index–this is the massive catalog of data on every web page in existence.

With the index, Google will display relevant results to searchers. Previously, Google looked at web pages through a desktop searcher. Soon, Google will place the first priority on the mobile versions of each web pages and second in priority are the desktop versions.

In this scenario, mobile first means any page that can be correctly viewed on a mobile device. Since the mobile version is treated as the primary site for your business, it means businesses need to beef up content for this version. Here’s a complete guide to what this means. – Read

An Introduction to Google Analytics

What is Google Analytics? Why do I need it and how will it help my hospitality business?

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Imagine this scenario. You have just started selling tickets for an upcoming event at your hotel, bar, restaurant or venue. You’ve published social media posts and done some marketing, that’s great! You want to sell more tickets, but what’s next?

Before you start spending more on marketing, ask yourself these questions;

  • Is the process of buying tickets too complicated?
  • Are potential guests making it to the website?
  • Can customers even find what they’re looking for?!

In reference to the last question, watch this video, by the Google Analytics team.

Google Analytics collects data on the visitors to your website. Most importantly, It can deliver business critical insights to help you answer all of the above questions and more!

Google Analytics is an incredibly powerful tool. Once correctly configured, you can analyse your hospitality websites sales funnel to find out if your website is working effectively and even how efficient your checkout experience is!

So why should I use Google Analytics?

In the age of data, it is becoming essential to understand where your customers are coming from. Using Google Analytics you will be able to gain insights into your potential guests, their preferences and behaviour. Being able to interpret this data will allow you to make informed business decisions, which can help you sell more tickets at your bar, restaurant, hotel or venue.

It also seamlessly integrates with many other online software services, such as Google Adwords, Mailchimp (for email marketing), EventBrite (events promotion) and Shopify (for eCommerce). For example, if you were to using Google Adwords to promote your hospitality business, then you can use Analytics to track sales from that channel.

However, there is so much data available in Google Analytics, that getting to the end result isn’t always easy. LeadDigital can help here. We are certified Google Analytics experts, our speciality is using Analytics to provide hospitality brands with a better understanding of potential guests and how to convert them into loyal customers.

 

Need Help Configuring Google Analytics?

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What can Google Analytics show me?

Google Analytics collects data on every visitor to your website. Here is a list of some information that Google Analytics makes available:

  • Where visitors are coming from (website, social, email etc).
  • Real time visitors on your site.
  • Which countries, even city, visitors are from.
  • What type of devices visitors are using (mobile, tablet, desktop).
  • What page visitors are arriving and leaving on.
  • How long visitors are spending on your website.
  • Ecommerce sales down to product level.

You can set up detailed Multi-Channel Funnels, run data experiments and setup shopping cart and checkout funnels, it opens up a lot of opportunities for data-driven marketing.

What is data-driven marketing?

You are marketing a New Year’s Eve event at your hotel, venue, restaurant or bar using a variety of methods, including Content Marketing and Social Publishing. But how can you tell which one is more effective?

Using Google Analytics, you can see which method is producing more ticket sales and bookings through your hotel, venue, restaurant or bar’s website – allowing you to then focus marketing on that best performing channel. This will save you money by highlighting marketing channels that do not produce results.

This is data-driven marketing.

How will this help my hospitality business?

Google Analytics will allow you to have more visibility of where your online sales are coming from. This will enable you to dedicate your resources in the correct areas, which in the long run, will save you money. Using data-driven marketing, you will be able to sell more tickets at your bar, restaurant, hotel or venue.

Using data from Google Analytics, you can find out where your most engaged visitors are coming from, such as a great blog post or maybe a fantastic review? Data is key, and knowing how to interpret it will unlock new digital opportunities.

As a certified Google partner, LeadDigital have configured, managed and imported Google Analytics for many successful hospitality businesses. We use data-driven marketing to help companies sell more event tickets and increase room bookings.

 

Need Help Configuring Google Analytics?

Contact Us Today

 

How to Hire an SEO Consultant

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If you’re looking into bringing an SEO Consultancy Firm onboard, Google has released a video on what your checklist should look like. This 11.5 minute video with Google’s Maile Ohye (Developer Programs Tech Lead) explores the process of hiring an SEO consultancy firm.

Ohye covers what questions to ask, what to look for and some examples of red flag responses.

The process is outlined in the following steps:

  • Conduct a two-way interview with your potential SEO (Search Engine Optimiser).
  • Check that they seem genuinely interested in you and your business.
  • Check their references.
  • Ask for a technical and search audit.

 

Let Us Answer Your Questions

Contact Us Today

 

Here’s the video: