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Saturday, August 8, 2020

Marketing Glossary

Guide to Feature in Google Search Results

Ahrefs’ Joshua Hardwick has published a comprehensive guide entitled ‘How to Get to the Top of Google’s Search Results’. Read this guide to discover some useful strategies to rank higher in Google search results.

Hardwick says, “If you run a business, you’ll probably want to appear at the top of Google when people search for certain keywords.

For example, if you’re a plumber in London, you might want to show up when people search for “plumber near me” or “london plumber.” Most people click the first result, so appearing at the top usually means more traffic, leads, and customers.

But how exactly do you appear here above the competition?

Just follow this flowchart:

01 how to get on top of google search

Not sure what each of those four possibilities look like?”.

How to Get to the Top of Google’s Search Results [Interactive Guide]

Ahrefs

Google Announces ‘Buy on Google’ Feature

Bill Ready, President, Commerce at Google has announced that Buy on Google is now open and commission-free. With the availability of this feature, retailers will now be able to sell on Google.

Here are the key highlights:

  • Zero commission fees when customers buy your products on Google
  • Retailers can use their third-party providers, starting with PayPal and Shopify
  • They can import inventory with just a few clicks.

Ready says, “Over the past few months, we’ve made significant changes to help businesses reach more consumers and help people find the best products, prices and places to buy online. We made it free for retailers to list products on Google Shopping in the U.S., and we brought these free listings to Search as well.

Today, we’re taking another important step to make it easier for retailers to sell on Google. Soon, sellers who participate in our Buy on Google checkout experience will no longer have to pay us a commission fee. And, we’re giving retailers more choice by opening our platform to third-party providers—starting with PayPal and Shopify”.

Buy on Google is now open and commission-free

Google Blog

Go Fish Digital’s 5 Tips for Optimizing Your PPC Campaigns

Go Fish Digital contributor Melissa has shared five tips for optimizing your PPC campaigns during the new normal.

Borto says, “Since we are continuously adapting to “the new normal” and select industries are slowly re-opening their doors, it’s important to pay close attention to your pay-per-click campaigns to identify any external changes that could significantly impact metrics. Here are a few optimization tips that will guide you to take a more data-driven approach moving forward.

1. REVIEW AUCTION INSIGHTS WEEKLY

Auction insights data is a great way to quickly get information on your competitors. It not only gives you the specific competitors that have overlapping keywords, but it also provides you with the impression share and overlap rate. Why is this important? Well, if we notice new competitors entering auction insights, this could mean a few things: higher CPCs, a lower impression share, and the need for a keyword, ad copy, and bid strategy review.

It also gives you the information needed for third-party tools like SEMrush and Ahrefs, so you can see how competitors are changing their PPC strategy. If we can pinpoint which companies are re-entering auction insights, we can make data-driven decisions to stay competitive on the SERP”.

5 Tips for Optimizing Your PPC Campaigns During the “New Normal”

Guide to Submitting Your Website to Search Engines

SEMrush contributor Jason Barnard has published a step-by-step guide to submitting your URL or website to search engines.

In this guide, Barnard has provided detailed instructions to submit your website information to search engines for improving website traffic.

He says, “In this guide, you will learn how to submit your site to Google and other search engines, as well as understand other ways that they can discover it.

Here are the different resources we offer in this guide:

Google Announces New Features for Responsive Search Ads

Google’s responsive search ads allow advertisers to create ads that adapt to show more text—and more relevant messages to their customers.

To make this ad format better, Google has added three new features to it.

The Google Ads team says, “Responsive search ads use machine learning to deliver relevant messages to potential customers. In fact, advertisers who add responsive search ads to their ad groups see up to 10% more clicks and conversions.1 To help you engage consumers more effectively, we’re introducing new features to make responsive search ads even more relevant and easier to manage.

Deliver more relevant ads

According to our research, 91% of smartphone owners purchased or plan to purchase something after seeing an ad they described as relevant.2 To help you create more relevant responsive search ads, you can now use location insertion to dynamically add where your product or service is offered. Once set up, your ad will automatically include city, state, or country names based on the locations of potential customers or their areas of interest. To review the number of times your ad is shown using location insertion, you can check anonymized and aggregated reports”.

Introducing new features for responsive search ads

Google Ads

Google Shares Three Ways to Grow Your Online Sales

The COVID-19 pandemic has fostered the need for going digital for most organizations. When it comes to making sales, digital is the way out.

Darshan Kantak , Google’s Vice President for Ads Product Management, has shared three useful ways to help you grow your online sales.

Kantak says, “We’re focused on helping you influence the hundreds of millions of shoppers who come to Google every day. Today, we’re adding new ways to showcase and augment your brand and products visually to spark action across Search, Shopping, and Display ads; optimize and grow your customer acquisition volume; and amplify your e-Commerce experience.

Rich, personalized creatives across Search, Shopping, and Display ads

Rich ad creatives are the key to engaging shoppers as they navigate the “messy middle.” Of people who shop online, 85 percent say product information and pictures are important to them when deciding which brand or retailer to buy from. Recently, we shared how Discovery ads can help you visually inspire shoppers scrolling their feeds on YouTube, Discover, and Gmail as well as how you can make your videos shoppable on YouTube. Today, we’re bringing the same rich product experience to Search, Shopping, and Display ads”.

Decoding decisions to grow online sales

Google Ads & Commerce Blog

Google Ads’ Automated Bidding Options [Guide]

Practical Ecommerce contributor Matthew Umbro has published ‘Guide to Google Ads’ Automated Bidding Options’.

This comprehensive guide will help you to gain an insight into the automated bidding options of Google advertising campaigns.

Umbro says, “Automated bids in Google Ads remove control from advertisers and rely on Google’s algorithm for cost and performance. Google applies a variety of signals to do this.

For manual bidding, advertisers can set bid modifiers by audience type, device, location, and time of day, as examples. But Google can automate bids by query, ad creative, apps, browser, language, operating system, and search partner.  Automated bidding utilizes first- and third-party data and other signals not available to advertisers directly, such as in-market and affinity segments, session behavior, and search history.

Automated bidding, in short, saves time and increases efficiency, typically. Google offers seven automated bid options:

  • Target cost per action.
  • Target return on ad spend.
  • Maximize conversions.
  • Maximize conversion value”.

Guide to Google Ads’ Automated Bidding Options

Google Announces New Predictive Capabilities for Google Analytics

Steve Ganem, Senior Product Manager, Google Analytics has announced the availability of new predictive capabilities in the Google Analytics platform.

The new Google Analytics features will enable webmasters to analyze customer activity with predictive metrics and reach predictive audiences in Google Ads.

Ganem says, “Google Analytics helps you measure the actions people take across your app and website. By applying Google’s machine learning models, Analytics can analyze your data and predict future actions people may take. Today we are introducing two new predictive metrics to App + Web properties. The first is Purchase Probability, which predicts the likelihood that users who have visited your app or site will purchase in the next seven days. And the second, Churn Probability, predicts how likely it is that recently active users will not visit your app or site in the next seven days. You can use these metrics to help drive growth for your business by reaching the people most likely to purchase and retaining the people who might not return to your app or site via Google Ads”.

New predictive capabilities in Google Analytics

Google Analytics

Guide to Improving Underperforming Content

All the content that you produce may not get desired results. But by making changes to your content so that it gets listed in Google, you can improve its performance.

Search Engine Journal’s Lee Wilson has shared some useful tips on finding and improving underperforming content.

Wilson says, “In this practical guide, I will share a few of the practical tips and advice for:

  • Finding out how your content is performing.
  • Detailing a few specific tips for fixing any content areas that can work harder for your business.

The Search Engine Journal site has a few related content improvement articles that can complement this one.

Two recent items that I would recommend reading are:

How to Find & Improve Underperforming Content: A Practical Guide

Search Engine Journal

Google Analytics for Small Businesses [Podcast]

John Jantsch has published a new episode of Duct Tape Marketing podcast ‘Google Analytics for Small Businesses’. Listen to this episode to learn how you can use Google Analytics to improve your business decisions.

He says, “Today’s topic is Google Analytics, one of my favorite items to talk about. It isn’t the sexiest topic, I know. But it’s an important one. Closing the loop on your marketing investment, on your channels, on your customer engagement, those are important. This allows you to focus, to spend less money, and to invest in what really works”.

Listen and learn:

  • Why should you care about Google Analytics?
  • How do I set it up?
  • What goals to have when setting up Google Analytics.

Google Analytics for Small Businesses

Duct Tape Marketing