Discover the benefits of consent-based marketing: Privacy and personalization by Cynthia Ramsaran8/31/2023 In the age of data privacy regulations and increasing consumer concerns, brands must find ways to use first-party data while protecting consumer rights. Join experts who will dive into the power of first-party data and how to use it in a privacy-first manner. The panel will explore the importance of transparency, consent, and data security and offer practical tips for implementing responsible data practices. Learn more by registering and attending “Privacy & Personalization: How to Benefit from Consent-Based Marketing,” presented by OneTrust. Click here to view more Search Engine Land webinars. The post Discover the benefits of consent-based marketing: Privacy and personalization appeared first on Search Engine Land. via Search Engine Land https://ift.tt/7dIr3Sf
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Google Ads is introducing a new policy to combat scams and help prevent misleading ads. The platform will now have a “get-to-know-you” period for advertisers it doesn’t know well. During this time, Google Ads may limit how many impressions unfamiliar advertisers receive. The Limited Ads Serving policy will apply when an advertiser targets specific brands in their campaign but the relationship between the ad and brand is unclear, Google said. This gradual rollout aims to curb bad actors while giving legitimate advertisers time to clarify their branding strategies on the platform before they’re rewarded with full reach. Why we care. Implementing stricter ad policies could build user trust, giving people more confidence to click on buy from brands advertising on Google. The actual impact will likely be small for advertisers, but this could help some brands by reducing the reach of low-quality advertisers targeting them. What’s next? Google Ads will notify advertisers impacted by the new policy. Those advertisers will get guidance on meeting the requirements to reach what Google calls “qualified status.” Google Ads plans to slowly phase in enforcement before gradually expanding the policy’s reach. Measuring trust. Google Ads shared how it will gauge an advertiser’s trustworthiness based on its track record:
Help for advertisers. Google Ads stated that it will provide advertisers with advice on how to create clear ads – for example, pinning their domain to the title of the ad, especially if they are not a widely known brand. What Google is saying? Advertisers without a record of good behavior could have their impressions limited under this policy until they build their track record, a Google Ads spokesperson told Search Engine Land:
The post Google introduces new Limited Ads Serving policy appeared first on Search Engine Land. via Search Engine Land https://ift.tt/lwoh0aZ If you’re a PPC manager, you likely spend a significant part of your week working on the Google Ads interface. Several built-in features can help you work more efficiently, reducing time to access data and speeding up bulk edits so that you can focus on bigger-picture tasks. This article will walk you through some examples and how to access them in the web UI. 1. Saved viewsPreviously launched as Workspaces, Views allow you to save a set of filters that will carry over as you navigate between campaigns, ad groups, keywords, and other sections of the UI. These differ from just saving filters within the data table, which will reset once you go to a different section. They can be helpful when you have multiple campaigns divided up between lines of business, service lines, or geographies to allow quicker access without having to manually apply filters. To create a view, apply the filters you’d like from the top bar in the UI and select Save in the upper right. Next, you’ll see a prompt to name and save your view. In this example, we’re creating a filter to see all campaigns targeted toward North America. In more advanced use cases, you could apply several filters together to narrow down what you’d like to see in a view. In the future, you can apply saved views by going to the dropdown at the top of the left sidebar, selecting Views from the dropdown, and choosing your desired view to display. 2. Custom columnsWith custom columns, you can create unique metrics to view in the UI, allowing for segmenting data beyond what’s available by default or using formulas to define more advanced metrics. To create a custom column, select the Columns button above the data table in the UI and then choose Modify columns. Next, select the + Custom column button in the upper right section of the window that appears. One popular use for custom columns can be to segment to individual conversion actions. For instance, if you offer both free trial signups and demo registrations, you can create separate columns for each. To do this, add the Conversions column and then use the right sidebar to filter by Conversion Action to the specific action you’re looking for. You can even select multiple conversion actions to group together. You can also select Conversion Rate or Cost Per Conversion metrics and filter those to specific actions to see additional metrics narrowed down. Next, formulas can help to provide more advanced data in the UI. While you can get as complex as you want by incorporating custom logic, there are several more basic formulas to provide useful data. For instance, the example below allows you to see the average cost over the past 7-day period vs. the daily budget, allowing you to know how much you’re overspending or underspending. 3. Saved column setsOften going hand-in-hand with custom columns, you can save a set of columns to quickly view data that’s most relevant to the campaigns you’re reviewing. For instance, if you are tracking multiple conversion actions, you can set up a custom column set that breaks out those conversions separately. Saved column sets can also reduce frustration from the sometimes arbitrary default columns that Google Ads chooses to display. Once created, you can quickly select a column set from the Columns dropdown instead of manually adding the columns you want each time. 4. Policy ManagerIf you've been managing Google Ads campaigns for some time, you’ve likely run into ad approval issues and had to appeal. Unfortunately, you don’t receive any notification by default once an appeal is successful, and it’s a pain to have to sift through disapproved and “approved limited” ads in the interface if you are dealing with multiple policy issues simultaneously. You also want to be careful about appealing the same issue too often, mainly if you’re waiting for a response from the first round of appeals. Thankfully, the Policy Manager offers a centralized place to monitor appeals. Access this section by navigating to Tools and Settings from the top bar and selecting Policy Manager. On the Policy Issues page, you’ll see a view of current violations, which you can appeal. On the Appeal History page, you’ll see the status of appeals you have submitted, including the date and whether it was successful, failed, or is still pending. 5. Negative keyword and placement exclusion listsNegative keywords are crucial to control spend and help ensure the relevance of traffic in search campaigns. Using negative keyword lists can help you to be able to quickly and efficiently mark unwanted queries across your account instead of having to add them to individual campaigns. You can create up to 20 negative keyword lists per account. Consider ways to categorize them based on your campaign structure. For instance, you may have a catch-all negative list for obviously junky queries that you want to exclude across the board and a brand negative list that you only apply to non-brand campaigns. Placement exclusion lists operate similarly but for display and video campaigns. You can select placements, including websites, mobile apps, YouTube channels, and YouTube videos. Both can be accessed from Tools and Settings via the top navigation bar. 6. Automated rules and scriptsAutomated rules are invaluable to set up simple bulk actions and notifications. For instance, you may want to automatically pause campaigns over a holiday weekend and re-enable them afterward. Another use for a rule could be to label keywords once they have received a conversion so you can see which ones have historically converted. You can also use rules to send you notifications, such as when a campaign has spent over $10,000 in a 30-day timeframe. Google Ads Scripts provides more advanced options for more complex bulk actions and campaign monitoring solutions. You don’t necessarily need to know any JavaScript, as many helpful individuals have created ready-to-use scripts that you can copy and paste into the interface. 7. Asset libraryThe asset library in Google Ads allows you to see image, video, and text assets you’ve used in ads in one place. Access this section from the Tools and Settings dropdown on the top navigation bar. If you’d like to upload images for future use in a responsive display ad, Discovery ad, or image extension, you can add them ahead of time here. You can also create folders to organize assets by category and search for individual items. Additionally, for assets with enough data, you can see top-level audience insights to view those most likely responding. Start streamlining your Google Ads workflowWe’ve covered several sections of Google Ads that allow you to more easily review custom data, save time accessing reporting, and conduct edits in bulk. If you come across features you haven’t tested, take some time to dig into the interface and think about how you could use them for your account.
Stay tuned to Google’s support section and announcements, as these features often change in name and location within the UI. Dig deeper: 5 hidden areas of Google Ads you probably didn’t know about The post 7 Google Ads features to streamline your workflow appeared first on Search Engine Land. via Search Engine Land https://ift.tt/iMD1wVP “Search is coming to Threads,” according to Meta CEO Mark Zuckerberg. Zuckerberg shared the news via Threads about an hour ago, but it’s unclear when it’s coming. But if he’s hyping it up, Threads search must be near. Why we care. The Threads app launched without several basic and expected features – such as the ability to search for posts using words. We have been frustratingly limited to only searching for accounts, but it seems that will finally change soon, which means more opportunities for your posts to be discovered. Search being tested now. Threads Search is now being tested in New Zealand and Australia, TechCrunch reported. Search will rollout to more English-speaking countries but we don’t yet know when. What it looks like. Here’s a screenshot for a Threads search for [tennis], via TechCrunch: What Meta is saying. “We are actively listening to the community’s feedback and working on more features to improve the search experience,” the company said in a statement. Better late than never? Threads took just five days to get 100 million users. However, in the weeks since, engagement has declined. We’ll soon find out whether launching the web version of Threads and having actual useful search can help reverse Threads’ downward trend. Dig deeper. Threads FAQ: Everything marketers need to know The post Threads search is coming, but when? appeared first on Search Engine Land. via Search Engine Land https://ift.tt/kDLCQx1 We have used machine learning and AI in our day-to-day optimization work to save time and improve performance. (Think automated bidding and recommendations, plus data-driven attribution.) But how can PPC practitioners use generative AI tools like ChatGPT to boost their campaign management and optimization efforts? ChatGPT can quickly analyze and deliver huge data ranges in many formats. Here are a few ways I use it daily. 1. Product researchOne particular challenge for PPC practitioners is the struggle of not being a subject matter expert on every product, service, industry, or brand they work on. Even in-house managers may have to rely on product managers and others to inform them of certain product specifications, applications, and technical terminology. One solution is to spend hours researching and reading about each specific area you are marketing. Another is to use generative AI as a starting point for your research to save valuable time. Here is a good example of expediting your initial research as you attempt to learn more about a product you are marketing (in this case, bulk industrial citric acid). This research method requires critical thinking. It’s a good starting point to understand topics in which you do not have a strong background but need working knowledge to develop a PPC strategy. Dig deeper: ChatGPT for PPC marketers: 15 strategic prompts to use today 2. Ad copywritingWith 15 headlines and four descriptions in every responsive search ad, we can simultaneously develop and test many ad copy variations. Manually drafting ad copy can be time-consuming, though. Additionally, it can be challenging if you are still learning about that particular product. In this example, if you give the tool some specific guidelines around character count, it will generate options for you to carefully review and adjust as needed while saving you time upfront. Additionally, you can get even more specific and ask it to incorporate some of the competitive advantages you want to highlight. ChatGPT will rarely deliver perfect ad copy. But again, this is a significant time saver and will likely generate many more variations and incorporate more keywords than you might have done manually. Dig deeper: Elevate your PPC with ChatGPT: The art of asking disconfirming questions 3. Keyword researchResearching new keyword variations is another way to utilize AI to help you think outside the box and save time. There are many keyword research tools out there, both paid and free, but ChatGPT can bring a new angle to keyword research. It can be as simple as asking for initial ideas as you build a new ad group. Try different prompts and get specific about what you are looking to get out of your research. The goal is to use the tool to help you think of new angles. In the example above, maybe I hadn’t gone through some of the qualifying keywords it suggests, like “one-day” or “black-tie”. Broad match keywords might help you capture a wider range of these fringe keywords, but this research might be helpful in other areas like ad copywriting or landing page copy. 4. Audience and persona researchAudiences have become more important than ever as we attempt to send the right signals to campaigns, especially Performance Max campaigns. Beyond applying audiences directly to campaigns, understanding the target audience as you create landing page experiences and draft coordinated ad copy is not to be overlooked. Using AI, you can conduct quick and dirty persona research and better understand some primary audiences you should consider. This prompt might help you in many different ways, such as:
Dig deeper: ChatGPT for Google Ads: How to enhance campaign creation Adding ChatGPT to your PPC toolkitGenerative AI tools like ChatGPT can save us from the mundane and inefficient tasks that take up significant resources to get right. In the same way automated bidding improves bidding effectiveness and saves time, tools like ChatGPT and other AI functionality will still improve how we market and create paid strategy. As PPC practitioners, the key is to learn how to use it to deliver the most effective advertising strategy we can. Effective marketing strategy, in general, still requires human thinking and problem-solving. Computers will make mistakes. But if we use their power and speed, we can dedicate more time to the important stuff and less to the rest. The post How to use ChatGPT to boost your PPC efforts appeared first on Search Engine Land. via Search Engine Land https://ift.tt/BkuZ0wn Many agencies are built on the backs of referrals; however, trust can be quickly eroded, leading to ongoing problems maintaining growth and building a healthy, self-sustaining business. While most agencies will say that trust is important, we often encounter things that may inherently lead to a lack of trust, even if they feel like they could be good for business. For example, we’ll hear of other agencies:
These may make your agency feel secure in the short term but won’t lead to a trusting relationship. This article will explain why maintaining client trust is critical to building a strong agency and culture. How trust is builtThere’s a trust equation that includes three important components leading to trustworthiness:
Combined, these items represent trust. Any one of them can destroy or diminish trust. For example, if you have a lot of knowledge about a subject but never deliver projects on time, your clients (and colleagues!) may feel you can’t be trusted. However, self-orientation is another important component in the equation. The first three items we covered – credibility, reliability, and intimacy – build trust. However, being perceived as self-serving or motivated by your own interests can destroy trust. In other words, even if you are really smart, and do what you say you will do on time, people who perceive you as motivated by your own self-interests won’t trust you as much. “I don’t trust him – it seems like he is only doing this to get recognition, not because he cares or wants to help me.” Why should agencies focus on building trust?Now that we understand what leads to the perception that you are trustworthy, let’s address practical and business-oriented reasons agencies need to focus on building trust: Client retentionWhen your clients stay with you, new business becomes accretive instead of simply offsetting churn. If you are constantly losing clients, you can continue to stay flat if you are good at bringing in new accounts but will struggle to grow. Former clients will bring you with themWhen your clients trust you and switch to a new company, they will likely want to partner with you again. Referrals to new prospectsIn your initial years of growth, your business may stem more from word of mouth than proactive business development. Building trust is likely to lead to more referrals. Expanded services and growthA high level of trust will generally open doors to selling clients additional services or increasing spend on accounts. Growing your business by increasing share of wallet within an account can lead to rapid growth. Marketing material creation and referencesCertain prospects will ask to speak with references or want to see testimonials and case studies. Clients who trust you will gladly share their experience with your prospects. Happier employeesYour employees want to feel trusted, so make sure you do things necessary to help them be seen that way. If your team feels good about their work and is more likely to want to stay engaged with the client, you’re likely to have a lower voluntary turnover rate. The process of building trustI’ve previously written about NPS (net promoter score) and eNPS (employee net promoter score) as measures of trust. These are objective and measurable ways to monitor how well you are doing with your clients and employees. Monitor client churn and the percentage of clients using you for multiple services as additional measures of success. Building trust with clients starts during the sales process but continues through managementKickoff meetings are the first opportunity for your team to build a healthy foundation for trust.
Best practices for building trust with your clients
Trust is built over time and doesn’t require you to be perfect. It requires you to be transparent when you aren’t perfect. Tips for surviving challenges or breaches in trust when they occurGet in front of credibility and reliability issues early For example, consider how you’d feel if you received this note on a Wednesday instead of on a Friday morning:
If you send that a couple of days or weeks ahead of time, the client will likely believe you. Send it on Friday morning? They’ll assume it’s an excuse or that you procrastinated. Create a solution-based plan for mistakes As long as you’ve built a good, trusting relationship, you’ll likely be forgiven for an occasional mistake, as long as it doesn’t happen more than once.
Offer credits if needed This should be reserved for only highly unusual or extreme situations, but if someone on your team overspent, nothing says “I own this” like a credit, especially if your contracts don’t require them. While the focus of this article has been on building and maintaining client trust, these same principles apply to building trust with employees, as well. If you’re a manager of a team or agency and are interested in additional ways to build a high-performing team, you may enjoy the book 5 Dysfunctions of a Team. The foundation of any successful team – whether between a client and agency – or internal team is trust. The post How to build and maintain client trust in your agency appeared first on Search Engine Land. via Search Engine Land https://ift.tt/sgqPFVY Having an effective email marketing program has never been more crucial. If you’re feeling stuck and don’t know how to improve, our comprehensive email marketing audit checklist can help. Download the free email marketing audit checklist here. Today, there are more than 4.3 billion email users across the globe, making email a powerful tool to reach nearly any audience. At the same time, you need to know how to reach your targets with the right approach. “This checklist isn’t just a guide; it’s your roadmap to achieving successful email marketing campaigns,” said Emily Keye, senior director of email marketing at Ignite Visibility. “Email possesses a capability that sets it apart from other digital channels. Through email, you can construct captivating, valuable and personalized communications – at scale. Email tools are data-driven with measurable results. Put our checklist to the test and monitor positive KPI performance.” What does the email marketing audit checklist cover?The email marketing audit checklist covers several key components that you’ll want to master like:
Specifically, our email marketing audit checklist goes over many of the components that make up high-quality emails, such as:
Having an email checklist that goes into each of these items will enable you to create some of the best email campaigns that truly connect with audiences. You can also use the checklist before starting each campaign, serving as thorough guidelines that facilitate success from the beginning. Check out our email audit checklistHaving a checklist is always a good idea when building any type of marketing campaign. However, not all checklists are comprehensive enough to really help. If you want to build powerful email campaigns that get real results, you need a checklist that covers every element. Ignite Visibility’s complete email marketing audit checklist includes everything you need to realize your campaigns’ full potential. Before you begin your next email marketing strategy, download our email marketing audit checklist today and give it the boost it needs. Need help with your email marketing program? Contact Ignite Visibility to request a free audit and strategy consultation. The post Dominate the inbox with your free 46-point email marketing checklist appeared first on Search Engine Land. via Search Engine Land https://ift.tt/z7q2prU Reddit is rolling out Keyword Suggestions – a new feature to boost its ad targeting capabilities. Why we care. This functionality could save you time on keyword research, letting AI take on the heavy-duty work. Having easy access to a list of new targeting possibilities could also increase the reach and efficiency of campaigns. What is Keyword Suggestions. It’s a new tool available in the Reddit Ads Manager. It uses machine learning to generate relevant keywords, then ranks each suggestion by monthly Reddit views while filtering out unsuitable content. What it looks like. Here’s a screenshot Reddit provided: How it works. Reddit’s Keyword Suggestions use advanced technology like machine learning and natural language processing to provide the most relevant suggestions. It also analyzes the original context of each keyword to ensure that only those in a brand-safe and suitable environment are offered to advertisers, Reddit said. This involves machine learning doing the hard work, selecting Reddit posts and conversations that align best with each advertiser’s requirements. This will help advertisers display the most fitting ads to the most relevant Reddit users. The post Reddit launches AI-powered keyword research tool appeared first on Search Engine Land. via Search Engine Land https://ift.tt/GfAknNj Google is now rolling out links to webpages within the Search Generative Experience AI-powered answers. You will see the AI-powered overview answers have these down-arrow icons; when you click on them, Google will show you the relevant webpages used to help form that part of the answer.
What it looks like. Here is a screenshot of an example of what this feature looks like: Google also shared a GIF showcasing how it works: Previous tests. Google started testing links within AI-generated answers in SGE in three different formats earlier this month. Google paused the test 16 days later, but continued testing the down-arrow cards test. Now, Google has decided to go with the down-arrow format with link cards. Google said it will continue to test various formats:
Launching in Japan and India. Google also said that SGE is launching as a beta in more countries and languages, including Japan and India. While Japanese users will be able to use generative AI capabilities in their local language, Google said in India users will be able to use SGE in English and Hindi. Voice search. Google said SGE will also allow voice search “so users can simply speak their query instead of typing it and listen to the responses, which are both popular preferences in both countries.” Ads. Ads will remain to be seen in the dedicated spots in the SGE AI-generated answer interfaces. Early data from SGE. Google also shared some generic feedback on its “earliest experiments” with SGE.
Why we care. It is great to see Google officially add links to webpages in the SGE AI-powered answers. The lack of citations has been frustrating for search marketers, publishers and searchers in general. Google added it will continue “prioritizing approaches that continue to drive traffic to relevant websites.” The post Google Search Generative Experience officially rolls out links to webpages within answers appeared first on Search Engine Land. via Search Engine Land https://ift.tt/ndimq3E You see Google News surfaces every day. Top stories carousels, the Google news tab, site or app. But how do you get your content to consistently show on these surfaces? There is no one silver bullet for Google News optimization. But your content will only reach its full potential across Google News surfaces if a well-optimized Google Publisher Center account backs it. In this advanced SEO guide, it’s presumed you have an existing Publisher Center account. If not, don’t worry. You can learn how to set up your account right the first time. Let’s dive into the intricate details of configuring Google Publisher Center to amplify your articles and videos on Google News surfaces. Google Publisher Center settingsIt’s clear Google didn’t put their best UI designer on the Publisher Center project. To get to the basic setting, scroll down to the base of your Publisher Center homepage to the More Options section. Click the Manage your publication and your organization down arrow and Modify publication settings. Publication settingsEnsure the publication name is the official brand name. Not “BrandName Blog” or “BrandName Magazine.” When you create a publication, you have an opportunity to corroborate key facts about your brand. This can help strengthen your brand entity in the Knowledge Graph, Google’s database of understood things. But if you don’t use the official brand name, Google may have difficulty connecting the two. The facts you can confirm include:
Fonts are purely a branding decision, and they will not impact your Knowledge Graph brand entity or the visibility of content across Google News surfaces. Content labelsGoing back to the More Options section, you will see Add content labels. Google offers five labels that can be assigned either sitewide or a specific site section. Use these for opinion or satirical content. This can help Google correctly classify and apply E-E-A-T signals of content pieces, which, if authentically assigned, has the potential to give a visibility boost. In the case of press releases, blogs and user-generated, this increased understanding may do the opposite on Google News surfaces. Test it if you are methodically minded. Otherwise, I’d steer clear of these three labels. On top of these foundational settings, Publisher Center offers up to three products:
Google News publication optimizationA Google News publication formally submits your content to Google News surfaces. The choices you make during setup can significantly impact performance. GeneralPublication category provides another opportunity to inform the Google Knowledge Graph. You can also limit distribution to a specific country or Google property, although this is not advisable if your goal is visibility. SectionsSections will appear as tabs in your Google News app publication. At the bare minimum, you should have two sections:
If you are not publishing in video format, you are missing out on a significant opportunity to reach your audience. To achieve the highest visibility, show the full extent of your content coverage by:
Once you have all these sections set up, drag and drop them into an optimal order. For article sections, a key question is whether to use Web location or Feed. If you have development resources available, the answer is feed. Why?
Send your developer the Google technical documentation. Be sure to validate the feed before submitting it to Google News. Google News followersAn often under-utilized feature of Google News is the ability for your audience to follow your publication. Google doesn’t currently offer an API to allow readers to follow your publication directly on-site. But a simple Google News follow button graphic linked to your publication URL will increase followers. It can also be promoted through other marketing channels, such as social media posts, email newsletter banners, push notifications or even CPC if you want to double down on Google News as a channel. This “news publication starring” greatly increases the chance your content will be shown in personalized placements on Google News. This can lead to higher click-through rates, impacting the algorithm to show the content to new readers who might not have discovered it otherwise. And supports reader retention as the increased access to your audience on Google surfaces will build a more loyal readership. Boost your Google News visibility with an optimized Publisher Center accountNailing your Google Publisher Center setup is essential to visibility in Google News. Ensuring the right settings and building a strong following will give your articles and videos the best chance in the cutthroat world of content. As an added bonus, it helps establish your brand entity in the Google Knowledge Graph. The post An SEO guide to optimizing your Google Publisher Center account appeared first on Search Engine Land. via Search Engine Land https://ift.tt/N20ab8D |
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