Most of the advice to get more followers on Twitter is the same – post valuable content consistently. Yet many... The post How To Get More Followers On Twitter (Avoid These Mistakes) appeared first on Copyblogger. via Copyblogger https://ift.tt/Rko3piB
0 Comments
Google has added new search developer documentation for structured data carousels (beta). The new documentation can be found here and is under the “early adopters program.” This structured data is for a new carousel rich result that’s in beta, “which is a list-like rich result that people can scroll horizontally to see more entities from a given site (also known as a host carousel),” Google wrote. Where it works. This new carousel beta is generally for hotels, restaurants, vacation rents, products, and events. Each tile in the carousel may have information from your site about the price, rating, and images for entities on the page. What it looks like. Here is an illustration of what this looks like within Google Search: Guidelines. The generic Google guidelines apply here but in addition, with this specific carousel, Google added these additional guidelines:
You can learn more about the technical implementations and guidelines, including code examples and troubleshooting help over here. Why we care. If you have a local business or product or event website that can make use of this beta carousel, you might want to give it a try. Rich results often can help get your website more visibility in search and a higher click through rate to your website. But you need to implement the structured data and track the results to see if it is worthwhile. via Search Engine Land https://ift.tt/AbjY5VO Google confirmed that it deliberately withholds channel-specific KPIs for Performance Max campaigns because it could be “misleading.” Some advertisers suspect Google is not being fully transparent about PMax campaign performance data because doing so would impact its ability to push automation. What Google is saying. When an advertisers asked why Google doesn’t offer channel-level reporting for PMax campaigns in the Google Ads Help Center, a spokesperson replied:
Reaction. Julie F Bacchini, President of Neptune Moon LLC, shared a screenshot of the exchange on X and commented:
Why we care. Advertisers want more transparency in how their campaigns are performing because even though AI can be highly effective, it’s not perfect. And since Google’s products are designed to benefit Google rather than advertisers, many would feel more comfortable having insights to ensure that decisions about their campaign performance prioritize their brands rather than Google. Deep dive. Read the full Google Ads Help Center Q&A for more information. via Search Engine Land https://ift.tt/O4TCfJl Google confirmed it is testing a new PPC ad format. However, key details such as the official name, functionality, influence on auction dynamics, and effect on metrics are yet to be released. The lack of information surrounding the new ad format has drawn criticism from advertisers. First spotted: The new ad format was first flagged by Anthony Higman, CEO of online advertising agency Adsquire, who shared a preview on X: He posted: “These aren’t LSAs, they’re PPC ads. What are we calling this new ad format? And why was no one informed about It?” Lack of transparency. Commenting on the new ad format and lack of information provided from Google, Higman told Search Engine Land:
‘Beyond crazy’. Melissa Mackey, paid search director at Compound Growth Marketing, also criticized the lack of information around the new ad format. She wrote on X:
Why we care. The new ad format lacks clear information on costs and metrics, making it difficult to monitor and optimize campaign performance. What Google is saying. A Google spokesperson confirmed to Search Engine Land that the new ad format is still in the experimental stage, and there is no certainty about its full launch yet. Deep dive. Read our PPC marketing guide for more information on how PPC ads work. via Search Engine Land https://ift.tt/bu5N4zx Google Chrome is rolling out updates to make changes and improvements to the search suggestions it shows in the search box within its browser. Google will show what others are search for with the “people also search for” section. Google will also show image thumbnails for some search suggestions in Chrome. I believe many of these features have been live in the main Google.com search interface for many years. Chrome search suggestionsThe search box will show you what others are searching for when you are signed into your Google account. Google said, “you’ll see suggestions in the Google Search box related to your previous searches based on similar things others are looking for.” Here is a screenshot Google provided but we’ve seen Google doing this in the main search results page for some time now. More images for search suggestionsGoogle will also show more image thumbnails near the search suggestions. Google said, “Android and iOS, Chrome will now show helpful images for broader shopping categories and products based on a simpler search, like “bohemian table.” We’ve also seen this from Google back in 2019. Why we careYour website may get more exposure in the Google Search results if searchers see suggestions that your website would rank for. These search features within Chrome may impact your traffic from Google Search in a positive or negative way. So keep an eye out for these changes and see if it has any impact on your site’s search traffic. via Search Engine Land https://ift.tt/tgrnsQ5 The impact of Google’s Search Generative Experience on ads within Google’s SERPs has been explored in a new study. Research conduct by SEO platform SE Ranking found that:
Why we care. Understanding the impact SGE has on ads in Google SERPs is crucial for businesses and marketers so that they can make data-led decisions for more effective marketing. The study. SE Ranking examined 100,000 keywords across 20 niches, each with different search intents and volumes. The analysis provided insights into how often Google offers AI-generated responses, the length of content in the Search Generative Experience (SGE), linking patterns, variations across niches, and ad placement. The findings. When SGE snippets with text were present (18,455), the study found:
Ad type. The study also looked at different ad types combined with text-based SGE snippets. Researchers found:
Carousel shopping ads. Carousel shopping ads can be positioned above, below, or in the sidebar of the SGE snippet. Ad placement. The study also looked into the most popular location for shopping ads in the SGE SERP. he data suggests a clear preference for having shopping ads above the SGE snippet:
What SE Ranking is saying. An SE Ranking spokesperson said in a statement:
What Google is saying. Philipp Schindler, SVP and CBO, Google, said during Alphabet’s 2023 Q4 earnings call:
Deep dive. Read the SE Ranking report in full for more information. via Search Engine Land https://ift.tt/8QRH0nD In PPC advertising, the skills and knowledge of ad buyers directly impact campaign success and return on investment. So, what separates good ad buyers from the truly world-class? The journey from a novice to an expert in ad buying is paved with trials, errors and invaluable lessons. This article delves into personal experiences and industry insights, offering a comprehensive guide to mastering the art of ad buying. 1. Invest your own money in adsThe first and most profound lesson in ad buying comes from spending money. The direct correlation between personal investment and the urgency to learn is undeniable. Firsthand experience lays a solid foundation for understanding the intricacies of ad buying. When your own finances are at stake, you’re propelled to analyze, adjust and optimize your ads to get the most profitable results in the least amount of time. Nothing will teach you how to maximize what is possible faster than spending your own money and turning a profit from ad buying. If you are managing the ad budgets on behalf of someone else, maintain campaigns for your own project on the side with an ad budget that is significant to you. You’re ability to produce results will compound exponentially. 2. Don’t just test, extract learningsTesting in Google Ads is so easy today that you can take it for granted. You can test ad copy, bid strategies and campaign structures. The ability to run A/B experiments is practically endless. The hazard in testing lies when you conduct lots of testing but not extract learnings from the tests. For example, finding a winner and moving on to the next idea to “beat the control.” True mastery comes by forming hypotheses, testing them thoroughly and developing a true understanding of AI, user behavior and best practices. Delve into the “why” behind each success or failure, and let these insights inform your strategies across all projects. Dig deeper: A/B testing mistakes PPC marketers make and how to fix them 3. Understand industry nuancesAs an expert, you will understand that ad buying is not a one-size-fits-all. Strategies that triumph in one industry may falter in another. For example, an intent-based structured campaign may perform well for retail, but a themed-based structure may be best for finance. Recognizing and adapting to these differences is crucial. Whether it’s deciding to launch a YouTube campaign for conversions or what call-to-action to use for retargeting, each industry demands a tailored approach. Stay attuned to nuances and leverage past successes while remaining flexible and innovative. 4. Master CRO and funnel dynamicsAd buying is only half the battle. A well-optimized website and funnel can significantly impact the results of your ad campaigns. As a professional ad buyer, understanding the principles of conversion rate optimization (CRO) and the mechanics of successful funnels is essential. By immersing yourself in these areas, you can ensure that your ad buying is maximizing returns, reducing the likelihood of wasted spend. The more you can expose yourself to what works well, the better you can influence the make-or-break elements of your ad buys. And the better you can diagnose problems with conversion rates if they arise. Dig deeper: Boosting search conversions: 5 behavioral strategies to test 5. Build and engage with your communityWhat is the best way to expose yourself to CRO winners and successful funnels? Join communities where folks share and learn what is working in their companies. No ad buyer is an island. Making new friends with fellow marketers, entrepreneurs and other ad buyers can provide you with new knowledge and fresh perspectives. This is best done by attending workshops, joining conferences and participating in masterminds. The time and money investment pays lots of dividends. Build your network as a support system and resource for collaborative learning and innovation. 6. Seek inspiration beyond adsWorld-class ad buyers draw inspiration and learnings from a variety of sources. Observing nature and analyzing different industries and everyday experiences can provide insights into consumer behavior and new marketing strategies. Take a statistics class to learn about Bayes’ Theorem. Apply this to your ad testing and buying decision-making. Walk into a casino and notice how everything from the carpet to the lack of windows is intentionally designed to get people to stay in the building. Use this insight and start thinking differently about traffic or how to combat ways ad platforms can set you up to lose money. Nature is a great place for optimization inspiration. In nature, ecosystems exist that support life and all are vital. This is true, although no individual contributor needs to be perfectly optimized. They just all need to be healthy to have a thriving environment. Conversely, if one area is suffering, everything is suffering. Open your mind to the world and apply these diverse perspectives to your ad buying approach. Remember, innovation often comes from the most unexpected places. Dig deeper: 5 essential PPC skills every agency pro must have 7. Develop your mindAs an ad buyer, you have opportunities to push yourself each and every month to brainstorm solutions to move your performance forward. It can be difficult to produce something impactful each month, year on end. When you discipline yourself to do this every month, rain or shine, over the years, your ability to produce brand-new, never-tried-before ideas will get easier and easier. Just like lifting heavy weights with consistency. Your muscle gets stronger. Push yourself to brainstorm solutions to move accounts forward every month, especially when it is hard and you feel there is no answer. Similarly, push yourself to tackle complex analysis. Doing hard things over and over makes them easier, and eventually, you will get really good at it. You may even find it to be fun in the end. 8. Embrace continuous improvementAs you work to become a world-class ad buyer, never label yourself as bad at something. For example, “I’m not good at ad writing” or “I’m not good at running display campaigns.” It’s important to understand that although everyone has their own strengths and weaknesses, not being good at something is usually because you haven’t done that thing enough times yet. Instead of using labels of inadequacy, adopt a growth mindset and view every inadequacy as an opportunity for learning. If you find certain ad buying aspects challenging, remember that proficiency comes with practice. Continuous improvement is the hallmark of a world-class ad buyer. Dig deeper: 3 core skills that will help advance your SEM career Invest, test, optimize, network and grow as a PPC ad buyerBecoming a world-class ad buyer requires dedication, continuous learning and a willingness to experiment. By incorporating these valuable tips into your approach, you can develop the skills and knowledge necessary to deliver exceptional results consistently. Your growth is limitless and your potential is only bounded by the limits you set for yourself. Decide to begin your journey today and transform your ad buying skills to be extraordinary. via Search Engine Land https://ift.tt/iorJQDH For years, Google and Bing have dominated paid search. Brands have focused most of their PPC budgets on these two search titans. However, the search landscape is evolving rapidly. Platforms like TikTok, Pinterest, YouTube, Reddit and Instagram offer exciting new opportunities for savvy advertisers looking to expand their reach. These alternative platforms come packed with engaged users actively searching for products, inspiration and information. Each also enables targeting options using keywords, interests and more. This allows you to get your brand and products in front of massive new audiences beyond just Google and Bing. This article explores how to leverage these additional search platforms to complement your existing PPC efforts and connect with customers throughout more touchpoints in their journey. Redefining search advertising: Other platforms to exploreSearch advertising is the placement of ads within search engines when a user searches for a particular product or service. With this in mind, any platform with a “search” bar could yield potential as part of a search advertising strategy. This helps us redefine platforms we typically may not associate with search advertising. Let’s explore the platforms I deem to have the most potential to support and complement your search advertising through traditional means. Dig deeper: Search universe analysis: A deep dive TikTokKnown to most as a social media platform, TikTok has been making huge strides to disturb Google’s search dominance. The platform has carved a hole in the market by offering the most potential to ecommerce brands through TikTok Shop. It is currently positioned as a disruptor, with an Adobe study showing 41% of people surveyed having used it as such. The growth of TikTok as a search engine lies with a surge in usage from Gen Z, but the user demographic has been expanding, creating further opportunities for brands. There are many reasons users are drawn to TikTok as a search engine, including:
To position itself further as a search engine, TikTok released a search volume tool, TikTok Keyword Insights, to help businesses understand trending keywords within their platform content. From inspiration to impulse buys, TikTok Shop offers the most potential wins for ecommerce businesses on the platform. TikTok was the second-largest social media platform for purchases, behind only Instagram in 2023, per Statista. Dig deeper: Is TikTok a search engine? Why meeting searchers’ needs matters more than semantics Pinterest is a social and search platform. Users go to Pinterest to gain inspiration through searches and recommended content. From an advertising perspective, brands can take advantage of keyword targeting. Those familiar with Google Ads will know these as the building blocks of search advertising. Like Google Ads, Pinterest allows you to choose match types, including negative keywords. But unlike Google, the match types on Pinterest still work as their names suggest. While Pinterest caters to user searches, advertisers should bear in mind that it does sit higher up the purchasing funnel but can be utilized effectively as part of a multi-touchpoint strategy. Dig deeper: 8 new and updated Pinterest products for advertisers YouTubeYouTube is the second largest search engine, behind its sibling engine, Google. While Google is typically used for finding products or services, YouTube is more commonly used for inspiration, information and education. The billions of views on YouTube offer advertisers an enormous opportunity to influence users at different points of their purchasing decisions. You can create the initial need and support post-purchase campaigns to build retention. YouTube ads can be targeted using interests, demographics and keywords. Dig deeper: YouTube advertising: The ultimate guide Users go to Reddit to express opinions and seek advice from individuals and communities with experience in a given area. This often incorporates product reviews and suggestions, providing an opportunity to reach an already engaged audience. The caveat is that you want to ensure the community is positively engaged with your product or service. You also want to check whether an active community talks and shares about your product or service. In Reddit, you can target specific communities, but in true search engine fashion, you can also target based on keywords. Dig deeper: 5 must-know Reddit Ads tactics for B2B marketers As TikTok gains popularity as a search engine, Instagram is repositioning itself as an alternative, which is evident in its recent ad campaign. Instagram’s ad targeting options align with Facebook and other Meta platforms. Despite this, there’s a chance to optimize your organic Instagram posts for better search visibility and boost ad delivery within search results and Discovery pages. Dig deeper: Instagram Ad formats: Best practices for effective ad creative How to incorporate more search engines in your PPC strategyChanges in consumer behavior create opportunities for businesses to innovate in responding to user searches. This involves incorporating creative visuals to engage and inform potential customers more effectively. To understand which platforms will benefit your business, consider:
Tools such as KeywordTool and Glimpse offer insight into search volumes, helping you understand search intent and trends within each platform. Glimpse works as an add-on to Google Trends. Tailor your creative to each platform environment and user intent and launch any activity with a test budget. Develop a comprehensive measurement plan so that you can determine what success in each platform could look like. Expanding your search advertising across multiple platforms widens your audience reach, boosts engagement with existing audiences and enhances brand awareness and recognition, ultimately capturing more demand for your product or service. Dig deeper: How to optimize your social media pages for search via Search Engine Land https://ift.tt/qswIxBH Spreading Santorum drops on GoogleIn 2012, Spreading Santorum, the page defining “santorum” as a byproduct of anal sex, finally dropped from the top results on Google. The related anti-Santorum blog, however, remained. And a page from Urban Dictionary kept the definition alive, more explicit than before. Google told Search Engine Land this ranking change was related to its improved SafeSearch algorithm, which made irrelevant adult content less likely to show up for many queries. Read all about it in “Spreading Santorum” Drops At Google; New Site Keeps Anal Sex Definition At Number One. Also on this dayBing’s “Search Wave” Showcases Search Volume For 2016 Presidential Candidates2016: In preparation for Super Tuesday primaries, Bing rolled out a new tool that determines the top-searched candidates. msnNOW Is Driving More Traffic To Bing, But Is It Artifically Inflating Searches?2012: Experian Hitwise reported that downstream traffic from msnNOW to Bing jumped 21% between the first and second weeks since msnNOW’s launch. New comScore Study Suggests 50 Percent Of Local-Mobile Search Happening In Apps2012: 49% of smartphone and tablet owners were using apps to find local information. Groupon Buys Travel Search Site Uptake Mostly For Headcount2012: Uptake was an ambitious travel site that never quite broke through. YouTube To Add Live Video This Year2008: YouTube’s founder said they never had the resources to do it correctly. Updated: IAC Ready To Drop Ask.com Search Technology & Partner With Google?2008: Ask.com said the rumors were false and “our Teoma technology will continue to power search engine results on Ask.com.” Search In Pictures: SMX Bowl, Google Jeans, Bart’s Chalk Board2008: The latest images showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. From Search Marketing Expo (SMX)
Past contributions from Search Engine Land’s Subject Matter Experts (SMEs)These columns are a snapshot in time and have not been updated since publishing, unless noted. Opinions expressed in these articles are those of the author and not necessarily Search Engine Land.
< February 28 | Search Marketing History | March 1 > via Search Engine Land https://ift.tt/uMeSOKt YouTube Create, a mobile app designed to make editing videos easier, is expanding to 13 more markets in beta. Content creators can now download the app for free in the PlayStore on Android in the following additional countries:
What is YouTube Create? YouTube Create is a free mobile app that allows you to edit Shorts or longer videos for YouTube. You can also add soundtracks, captions, and more, all directly from your phone. Why we care. The app helps users to enhance the quality of their YouTube content without the need for additional expensive editing tools or complicated desktop software. What YouTube is saying. Conor Kavanagh, Lead for Monetization Policy at YouTube, said:
Deep dive. Watch YouTube’s announcement in full for more information. via Search Engine Land https://ift.tt/j4OGnqy |
Archives
April 2024
Categories |