Sunday, July 31, 2022
Delhi Private Liquor Shops To Stay Open For One More Month
55-Year-Old Nagpur Man Ends Life Due To Unemployment: Police
Student At AIIMS Bhopal Jumps From Hostel's 3rd Floor; Dies: Cops
Never Faced A Minute's "Headache" As Delhi Police Chief: Rakesh Asthana
Delhi's Air Quality "Satisfactory" In July. Reason: Surplus Rainfall
Delhi's Maximum Temperature Settles At 33 Degrees; Rain In Several Parts
Saturday, July 30, 2022
"BJP Gave Money...": Congress On Jharkhand Legislators Caught With Cash
Delhi's Maximum Temperature At 32.5 Degrees; Light Rain In Some Parts
Delhi Logs Over 1,300 Fresh Covid Cases; Positivity Rate At 8.39%
Ambedkarism, Periyarism Key To Defeat BJP: Congress Leader Siddaramaiah
3 Jharkhand Congress Leaders Detained With "Huge" Cash In Bengal
Gujarat Riots: Teesta Setalvad, Ex Cop Denied Bail In False Evidence Case
Delhi Government Withdraws New Excise Policy, 468 Liquor Shops To Shut
"Sufficient Evidence" Against Delhi Minister Satyendar Jain, Says Court
Bengaluru Man Gets Life Sentence For Murdering Wife In Acid Attack: Cops
Friday, July 29, 2022
Delhi Government To Go Back To Old Policy Of Retail Liquor Sale
Teacher Hits Student For Not Appearing In Math Test: Delhi Police
SEO webinar on getting quality backlinks
Getting backlinks is one of the most challenging and time-consuming tasks in SEO. So how do you get started on creating a successful outreach program that brings in quality links?
Join Purelinq’s Kevin Rowe, who will walk you through creating a scalable outreach program to create a natural link profile, meet minimum quality requirements and drive maximum impact.
Register today for “Everything You Should Know About Building Quality Links at Scale,” presented by Purelinq.
The post SEO webinar on getting quality backlinks appeared first on Search Engine Land.
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Thursday, July 28, 2022
Google search quality rater guidelines update: What has changed
Google has made a variety of significant updates to its Search Quality Rater Guidelines.
The most significant overhauls were to Google’s definitions of YMYL (Your Money, Your Life), and the extent to which E-A-T matters as a matter of page quality.
Google provided new, clear definitions for what it means for content to be YMYL, mostly framed around the extent to which the content can cause harm to individuals or society. Google also provided a new table establishing clear examples of what it means for content to be YMYL or not.
In the newest update to the guidelines, Google also explained that for highly YMYL content – E-A-T is crucial above all other factors. Google also explained that it’s possible to have low-quality content on otherwise trustworthy and authoritative sites.
Your Money, Your Life (YMYL) Topics – Section 2.3
Google completely reframed its definition of YMYL (Your Money, Your Life). In the previous version of the Quality Rater Guidelines, YMYL topics were broken down into the following categories:
- News and current events
- Civics, government and law
- Finance
- Shopping
- Health and safety
- Groups of people
- Other
Google completely removed these categories.
The new version of the Quality Rater Guidelines now defines YMYL by its potential to cause harm.
Topics that present a “high risk of harm,” can significantly impact the “health, financial stability, or safety of people, or the welfare or well-being of society.”
Google then defines who may be harmed by YMYL content, including the person viewing the content, other people affected by the viewer, or groups of people or society as a whole. This could potentially be in reference to violent, extremist or terrorist content.
Google then defines YMYL topics as either being inherently dangerous (violent extremism), or harmful because presenting misinformation related to the topic can be harmful. For example, providing bad advice related to heart attacks, investments or earthquakes could cause harm to the user.
Instead of listing individual categories that may be considered YMYL, as in previous versions of the guidelines, Google now asks quality raters to think of YMYL in terms of four types of harm YMYL content can cause for individuals or society:
- Health or safety
- Financial security
- Society
- “Other”
In another new addition, Google claims that a “hypothetical harmful page” about a non-harmful topic, such as the “science behind rainbows,” is technically not considered YMYL. According to their updated definition, the content must have the potential to cause harm or otherwise impact peoples’ well-being.
In another big update, Google claims that many or most updates are not YMYL because they do not have the potential to cause harm.
Google also stated for the first time that YMYL assessment is done on a spectrum.
To clarify these new statements, Google provided a new table on page 12 of the guidelines, which specifically delineates the types of topics that Google considers YMYL or not, with clear examples.
Low Quality Pages – Section 6.0
Google revamped its definition of what it means to be a low-quality page.
In a previous version, Google claimed a page may be low quality, in part, because the creator of the main content may lack sufficient expertise for the purpose of the page. This statement was deleted.
Google now expands upon the role of E-A-T in determining whether a page is low-quality in three new paragraphs:
Google explains that the level of E-A-T required for the page depends entirely on the topic itself and the purpose of the page.
Topics that only require everyday expertise don’t require that the content creators provide information about themselves.
Google also suggests that a low-quality page can exist on an otherwise authoritative website, like an academic site or a government site. The topic itself of the page is where YMYL comes into play – if the content could potentially cause harm to the user, quality raters must evaluate that aspect when determining the quality of the page.
Lacking Expertise, Authoritativeness, or Trustworthiness (E-A-T) – Section 6.1
Google added a bullet point in its definition of what it looks like to lack E-A-T when determining whether a page is low-quality:
- “Informational [main content] on YMYL topics is mildly inaccurate or misleading”
In another new addition, Google once again repeated that the level of E-A-T a page requires depends on the purpose and the topic of the page. If the page discusses YMYL topics (and potentially presents harm to the user or others), E-A-T is critical.
Even if the website has a positive reputation, if there is a significant risk of harm, the page must be rated as low quality.
Lowest Quality Pages – Section 7.0
Google inserted a new section in the “lowest quality pages” section suggesting that even authoritative or expert sources can still present harmful content. This could include hacked content or user-uploaded videos.
Just because content exists on a site that otherwise demonstrates good quality, if the content itself is deceptive, harmful, untrustworthy or spam, this still requires a “lowest quality” rating.
Google’s new document about Search Quality Rater Guidelines
In addition to updating the Search Quality Rater Guidelines, Google also published a new resource describing how the Search Quality Rater Guidelines work. This resource includes sections about how search works, improving search and the quality rating process.
This document provides the most comprehensive overview to date of the role Google’s quality raters play in evaluating how well Google’s proposed changes are in line with Google’s own quality guidelines.
Google also provides information about who the raters are, where they are located and how the rating process works.
Why these changes matter
For those interested in understanding how Google defines the concepts of YMYL and E-A-T, Google’s updated Quality Rater Guidelines provide some new guidance about what they aim to achieve with their algorithm.
As opposed to thinking about YMYL in terms of business or content categories, Google asks raters to think about the extent to which content can cause harm to users.
Google also clarified that everyday expertise is sufficient for many types of content, but E-A-T is of the utmost importance when the content qualifies as YMYL (it has the potential to cause harm to individuals or society, or can affect one’s financial wellbeing, health or safety).
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Urbanisation Causing Temperature Pattern Changes In Delhi: Centre
No Good Air Quality Day In Delhi In 1st Half Of 2022: Government Data
Neeva shares search rating guidelines for technical queries
Neeva has revealed how it instructs human evaluators to rate its search results, specifically for technical queries.
Like Google (which, coincidentally, updated their quality rater guidelines today), Neeva uses human raters to assess the quality of its search results.
The guidelines break down into three key areas: query understanding, page quality rating and page match rating.
Query understanding. This is all about figuring out the intent behind the user’s search query. Neeva breaks down the types of queries into the following categories:
- How to: User is searching for instructions to complete a task.
- Error/troubleshooting: Something went wrong, user is searching for a solution.
- Educational/learning: Who/what/where/when/why.
- Product seeking/comparison: User is searching for a new product/tool or comparing products/tools.
- Navigational: User is searching for information on a person or entity.
- Ambiguous: Unclear what the user is searching for.
Page quality rating. Neeva has broken down pages into three levels of quality: low, medium and high. Advertising usage, page age and formatting are critical elements.
Here’s a look at each:
Low quality:
- Dead pages
- Malware pages
- Porn/NSFW pages
- Foreign Language
- Pages behind a paywall
- Clones
Medium quality:
- 3+ ads when scrolling / 1 large banner ad / interstitial or video ads
- Page is 5+ years old
- Page loads slowly
- Format of page makes it difficult to extract information
- Forked github repo
- Pages behind a login or non-dismissable email capture
- Question page with no response
High quality:
- Meet the age criteria
- Meet the ads criteria
- Be well formatted
Page match. Neeva has its raters give a score to the match between the query and a webpage, between 1 (significantly poor) to 10 (vital). Here’s that scale:
- Significantly Poor Match. Does not load, page is inaccessible.
- Especially Poor Match. Page is wholly unrelated to the query. Missing key terms.
- Poor Match. Page may have some query phrases, but not related to the query.
- Soft Match. Page is related to query, but broad, overly specific, or tangential.
- On Topic but Incomplete Match. Page is on topic for the query, but not useful in a wide scope, potentially due to incomplete answers or older versions.
- Non-Dominant Match. Page is related to the query and useful, but not for the dominant intent shown.
- Satisfactory Match. This page satisfies the query, but may have to look elsewhere to round out the information.
- Solid Match. This page satisfies the query in a strict sense. There is not much extra, or beyond what is asked for.
- Wonderful Match. This page satisfies the query in a robust, detailed sense. It anticipates questions/pitfalls that might come up and/or adds appropriate framing to the query.
- Vital Match. This is a bullseye match. It is not available on all queries. The user has found exactly what they were looking for.
Read the full guidelines. They were published on the Neeva blog, here.
Why we care. It’s always smart to understand how search engines assess the quality of webpages and content, and whether it matches the intent of the search. Yes, Neeva has a tiny fraction of the search market share. But the insights Neeva shared can provide you some additional ways to think about, assess and improve the quality of your content and webpages.
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Google search quality raters guidelines updated today
Google has updated its search quality raters guidelines today, this is an update from the October 2021 update. You can download the full 167-page PDF raters guidelines over here. This version has refreshed language in the new overview section, a refined YMYL section, with more on low-quality content, YMYL, E-A-T, and more.
What is new. Google posted these bullet points on what is new on the last page of this PDF.
- Refreshed language to be aligned with the newly published Search Quality Rater Guidelines: An Overview
- Refined YMYL to focus on topics that require a high level of accuracy to prevent significant harm; added a new table of examples and refreshed existing examples
- Added clarifications to Low and Lowest Page Quality sections to emphasize that the type and level of E-A-T depends on the purpose of the page, and that low quality and harmful pages can occur on any type of website
- Refactored language throughout to be applicable across all devices types
Minor changes throughout (updated screenshots; removed or updated outdated examples and concepts; removed user location when irrelevant; etc.) - Also, the previous version was a 171-pages, this revised document is 167-pages.
Why we care. Although search quality evaluators’ ratings do not directly impact rankings (as Google clarified in the document), they do provide feedback that helps Google improve its algorithms. It is important to spend some time looking at what Google changed in this updated version of the document and compare that to last year’s version of the document to see if we can learn more about Google’s intent on what websites and web pages Google prefers to rank. Google made those additions, edits, and deletions for a reason.
You can download the 167-page PDF raters guidelines over here.
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SUV Flies Off Bridge, Plunges Into River In Goa, Passengers Missing: Cops
Wednesday, July 27, 2022
Webinar: Unlock the power of TikTok for your social strategy
With 800 million active users worldwide, TikTok is influencing a whole new generation of social media users and consumers.
This webinar will break down how content and influencers drive engagement and influence consumer behavior. Learn how to measure your competitive share of voice, engage consumers and drive revenue growth for your business.
Register today for “Unlock the Power of TikTok for Your Social Strategy” presented by NetBase Quid.
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GA4 now shows Performance Max and Smart Shopping data
Everyones favorite new tool Google Analytics 4 is now showing performance data from Performance Max and Smart Shopping campaigns.
Where. To view PMax and SS campaigns, navigate to Acquisition > Traffic acquisition report, you’ll see that the data is organized by the Session default channel grouping dimension. (Click + to choose a secondary dimension.) Performance Max and Smart Shopping campaigns are under Cross Network.
Google announcement. This is one that Google may or may not have forgotten to publicly announce, but Charles Farina discovered and posted about it on Linkedin this week. You can review the GA4 default channel groupings help doc here.
Why we care. The rollout of GA4 has a lot of us less than enthused. Mix that in with the elusiveness of Performance Max and you have yourself some pretty PO’d advertisers. While the addition of this data gets us one step closer to full visibility, let’s just see how the information is reported and attributed.
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Google Merchant Center no longer disapproves login required and restricted purchase free product listings
Google has updated its Merchant Center policy to no longer automatically disapproved free listings for products that have login required and/or restricted purchase access. Google said it now will list these products as active but with the caveat that they may “have limited visibility on Google.”
What changed. Google said previously, Google Merchant Center accounts with the “Login required” or the “Restricted purchase” issue were automatically disapproved.
Now, free listings in Google Merchant Center accounts with this issue status are still active, but their products have limited visibility on Google. This only impacts free listings.
What is login required. Google explained “Login required” issue status means that customers visiting your store website need to provide account access information, such as entering a username and password or installing a program, before being able to view your products.
What is restricted purchase. Google explained “Restricted purchase” issue status means that the ability to buy products on your store website is limited to certain customers as defined by location, device type, information provided, or some other exclusive criteria. Fields like business information should be optional and content should be consistent and available to visitors in all locations.
Why we care. If you have been juggling these policies on your e-commerce site with these login required and/or restricted purchase listings in Google Merchant Center, you now should know that the status won’t be disapproved. Instead, Google will show them as active but these free listings may not show so highly and often in Google Search and Google Shopping.
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Google cookies will remain active on Chrome until 2024
Google’s Privacy Sandbox initiative began with the intent to create technology to protect people’s privacy. Part of that initiative was to reduce cross-site and cross-app tracking by eliminating third-party cookies. Today it was announced that the initiative has been delayed and developers are aiming for a Q3 2023 launch. Google developers also predict that it will start phasing out third-party cookies in the second half of 2024.
Why the delay. Google says that “consistent feedback” from developers, marketers, and publishers, and more testing are the reasons for the delays.
The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.
Anthony Chavez VP, Privacy Sandbox
Early testing for developers. Developers can test the Privacy Sandbox API now, and trials will be released in early August as they’re released to “millions of users globally, and we’ll gradually increase the trial population throughout the rest of the year and into 2023.”
Read the announcement. You can read the blog post announcement on Googe here, and also visit the Privacy Sandbox website.
Why we care. A bad thing for privacy-conscious consumers. A good thing for advertisers? A lot of advertisers and platforms may have been scrambling to find out of the (sand) box solutions to tracking data since it was expected that cookies would no longer be an option. It looks like we’ll have at least another year to prepare.
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Tuesday, July 26, 2022
Gyanvapi Case: Allahabad High Court Adjourns Hearing Till August 3
Delhi's Maximum Temperature At 33.6 Degrees, Light Rain Likely Tomorrow
Google Ads for B2B: How to overcome challenges, platform limitations
B2B marketers tend to be excluded from most articles, case studies and examples. Even when we get mentioned, our marketing efforts are bucketed as “B2B” and not industry-specific.
However, there are many sub-categories of B2B marketing (e.g., SaaS, ecommerce, education, healthcare).
After working with hundreds of B2B accounts, I’ve found there are multiple factors that people tend to overlook or don’t even consider using because it is not “B2B” specific.
That’s a costly mistake.
This article will cover basic challenges when using Google Ads for B2B marketing, as well as more advanced obstacles. The advanced challenges are not necessarily difficult, but they will require time and some planning to overcome.
Basic errors and platform limitations
No ad schedule
Businesses won’t search for your website on just any day or at any time. If you are helping a business that has never used Google Ads before, you should turn to Google Analytics.
Within Google Analytics, you can understand exactly when prospects are engaging with your business, and get clarity into whether those prospects are passively researching your business or actively filling out forms.
A key part of creating an ad schedule is also considering what you want to promote during a given timeframe. If your landing page tells visitors they can request live customer support but your team is not able to help at 3 a.m., you shouldn’t be advertising that specific page during that time frame.
Common sense is also beneficial when setting your ad schedule.
For example, if you repair kitchen equipment for restaurants, you need to consider your customer’s schedules. Their busiest times (and when they will need an urgent response) will depend on their restaurant type. High-end dining will need help at night and over the weekend, and the busiest time for a cafe will be in the morning.
Thinking about small, yet critical insights like this can also open a window for ad scheduling testing and for bid adjustments
Losing control of where your ads are showing
Plenty of B2B companies operate in sensitive or highly regulated verticals. Hence, keeping tabs on where your ad is showing is critical for any marketer that works in these verticals.
Showing your search ads on the display network or in the search partner network are two things you don’t want to do if you would like to protect your brand and avoid wasting valuable ad dollars.
With search ads, you can use keywords to predict a user’s search intent.
But display ads use audience targeting for increased awareness. Therefore, creating search campaigns with “display select” turned on is a quick way to lose visibility into where your ads are showing.
On the other hand, we have search partners. Your ad is shown on pages you can’t track, you can’t adjust bids and you can’t pause placements you don’t like.
So, why use them?
For B2B specifically, you might get a few leads here and there, yet close to zero of those leads will become MQLs or SQLs.
Intermediate challenges and platform limitations
Still using Single Keyword Ad Groups (SKAGs)
SKAGs were probably one of the most amazing tactics B2B marketers had 10 years ago. However, they are no longer a tactic worth implementing.
Let’s do a quick recap of what they are and why they were so popular.
Back in the day, you would create an ad group with one keyword, and that keyword had to be present on your ad copy and your landing page. This meant that all messaging was exactly the same between your keywords, ad and landing page. Keeping that messaging consistent meant your quality score would be higher as well.
When Google Ads expanded match types to include close variants, keywords with the same meaning, the whole shebang, this tactic lost a lot of power. Now, there’s no way to guarantee that all your messaging will align, you will end up competing with yourself.
Not only that, but as marketers, we have evolved to understand we need to focus on intent and quality of the overall experience instead of just trying to match keywords to landing pages.
Ad group management
When looking at Google’s definition of an ad group, they state “use ad groups to organize your ads by a common theme.”
An extremely common B2B challenge is that marketers struggle to choose which landing page is best for a given keyword. So, they try to match existing landing pages to a group of keywords that seem similar!
What they end up with are ad groups that have a demo, a trial, a whitepaper download and a blog post. That’s not ideal.
Instead, they need to separate keywords (and landing pages) based on a searcher’s intent, journey phase, etc.
Going back to PPC 101, Google tends to show ads with the most engagement. Now, naturally fewer people are willing to click an ad that says “contact us for a demo,” and more people will be willing to click an ad that says “read our latest blog post.” By default, you are burying your bottom-of-the-funnel pages.
In today’s world, if the intent of two keywords is different, you will need two different landing pages. And since these two keywords don’t share a common theme, you will also need two ad groups.
Lack of B2B built-in platform audiences
If you have ever tried to find a built-in audience segment for your B2B business, you know that odd stuff comes up.
For example: When I worked with an advocacy software company, Google said their top in-market audience was “High Performance and Aftermarket Auto Parts.”
Say what?!
Thankfully, you don’t need to rely on built-in segments. If you have access to Google Analytics, navigate to the demographic and interests report. From there you can see the in-market and affiliate segments associated with the traffic from all channels that are currently landing on your website.
By using segments and filters, you can identify audiences that are high-performing or low-performing statistically speaking.
While I don’t recommend you only target or exclude these audiences, this analysis can help you make positive or negative bid adjustments based on performance!
The other great thing about these audiences is that you can (and you should) layer them into your search and display efforts. And remember, you can adjust your bids based on how well these audiences perform.
Don’t get rid of a low-performing audience entirely – just bid lower until you reach a happy equilibrium. At the same time, don’t be afraid to bid up on audiences that drive more than their fair share of high-quality traffic.
Complex B2B platform limitations
Only looking at conversions on Google Ads: Connect your account to your marketing automation platform
The typical B2B buyers’ journey includes multiple touch points and stakeholders before they make a decision. That means it isn’t enough to know how many clicks and leads you are getting in a month. You need to know who is interacting with certain touchpoints.
All major marketing automation platforms (e.g., Marketo, Pardot, HubSpot) have direct integrations with Google Ads. The integration process for each platform is different, but generally speaking, you’ll be able to make this connection by going into the platform’s settings. In Marketo, it is under LaunchPoint. In HubSpot, it is under Marketing and then Ads, and in Pardot, it is under “connector.”
Once you have found those areas, you will need to click create a new connection with Google Ads, then log in to your Google Ads account. Boom! Those platforms will be connected.
Going through this easy process will allow you to have better attribution on your marketing platform and see which specific ads, keywords and so on, are driving qualified leads. You can also create audiences and exclusions. The sky’s the limit!
Enhanced Conversions for increased visibility
Google Ads introduced enhanced conversions in May 2021. This is a fantastic tool for B2B marketers.
It starts with Google collecting key information about a user who submits a form on your website. Then, after they become a customer, you can upload this data into your Google Ads account and obtain insights into which ad they clicked before becoming a customer.
The downside of using enhanced conversions is that you need to have your conversions set up using Google Ads conversion tracking. If you are importing leads from Google Analytics to Google Ads, you won’t be able to use this feature.
Setting up enhanced conversions can be complicated, however. Here’s a great video guide about enhanced conversions from the Paid Media Pros.
A lot of B2B marketers don’t even know about this awesome, recently launched feature. You should definitely give it a shot, especially if you don’t have access to a marketing automation platform or CRM.
Your ads look boring: Ad customizers are here to help!
If you are a B2C or DTC marketer, you are familiar with the ins and outs of ad customizers. However, the amount of B2B marketers using them is super tiny. This is a shame – they are incredibly helpful and so easy to set up.
Ad customizers allow you to personalize your ad copy based on a user’s location, the product they are searching for, and so much more.
To get started, simply upload a data file with all your customizers. If you don’t know how to do that, Google Ads has a downloadable template in the UI platform you can use. From there, create your ads and let Google do its magic.
It’s no surprise B2B marketers don’t gravitate toward ad customizers. If you look at the examples on the Google Ads support page, you will see those are all B2C products. That doesn’t mean B2B marketers shouldn’t use them, however.
For example, if you have cities or states where your business has a local presence, make sure to incorporate that into your ad customizer. If you don’t have a local presence in a given area, just use your default message.
Here’s another example of how B2B marketers can use ad customizers: Discounts! If you have a discount that changes depending on your product and you don’t want to create multiple ad groups and ads to promote the correct discount, ad customizers can totally help you scale these campaigns while ensuring your account is easy to manage.
Improve your B2B performance
It’s sad but true: Many ad platforms were not made with the challenges of B2B top of mind.
However, that doesn’t mean that B2B marketers can’t be just as successful as B2C marketers on platforms like Google Ads.
You just need to be creative and think outside the box.
Watch: Google Ads for B2B – Avoiding common mistakes and overcoming platform limitations
Below is the complete video of my SMX Advanced presentation.
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Gurgaon Man, 35, Jumps Off 10-Storey Building; Dies: Cops
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Monday, July 25, 2022
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Web hosting for SEO: Why it’s important
Want to know an easy way to speed up and improve the overall performance of your website?
Invest in good hosting.
Ignorance is no longer an excuse for any company to use a cheap web host.
Website performance is a critical element that can help improve your rankings, traffic and conversions.
This guide will cover everything you need to understand about why web hosting is important for SEO.
What is website hosting
A website hosting service provider, or web host, is a service that offers the technology required for a website to be viewed online.
Think of a web host as the home base of your website. Websites or webpages are stored on special computers called servers, and through the server your webpages get connected and delivered to internet browsers.
So, when users want to view your website, all they have to do is type your website address or domain into their browser.
When building a website, companies typically invest a lot of time and resources on design, development, digital marketing and SEO.
But web hosting is one area that tends to be an afterthought.
If you are willing to invest in making sure the website looks good and driving traffic to it, why not also ensure that the actual website is fast, functional and flexible?
Using a high-quality web host can maximize your conversion rates, along with other helpful benefits.
How web hosting benefits businesses
If you want a website for your business, then you will need a web host. Although web hosting is usually left at the back of a business’ mindset, it is crucial for your online presence.
A reliable web host can give your company a variety of benefits, such as:
- Improved site performance.
- Effective data management.
- Enhanced security.
- High uptime.
In short, investing in a reliable web host is wise – and should help grow your business.
Expected features from hosting providers
Web hosts offer more than just web hosting services for businesses. Web host firms offer multiple services that ensure a hassle-free experience for business owners and to make sure their only focus is the time and energy spent on their business.
Here are some features you should expect from a good web hosting provider:
- Email accounts: Hosting providers will require users to create their own domain name. Domain names and email accounts will be one of the features provided.
- FTP access: FTP allows you to upload files from a local computer to the web server. Your website will be accessible through the internet, with files transferred from your computer straight to the server using this feature. FTP access is critical for web developers.
- WordPress support: WordPress, which powers nearly half of the websites on the internet, is a convenient way to create and manage your website content.
- Enhanced security: Many hosting providers, such as WPEngine, now provide complimentary SSL certificates with their hosting services.
Most popular web hosts
Popular web hosting companies include:
- GoDaddy
- Amazon Web Services
- Google Cloud Platform
- 1&1 IONOS
- HostGator
- Bluehost
- Hetzner Online
- DigitalOcean
- Liquid Web
- WP Engine
Why web hosting is important for SEO
When it comes to SEO, Google strives to deliver the best possible results for its users.
This means that a strong and reliable web host will lay the foundation for your SEO efforts.
Google looks at several factors to ensure the user has a positive experience after using their search engine. Websites that work faster with improved UX can get a rankings boost.
SEO is a huge focus for nearly all businesses and brands today. Everyone wants their site listed on the first page of Google for relevant search queries.
Websites that fail to rank on Page 1 of Google likely won’t be found. As the saying goes, “the best place to hide a website is the second page of Google.”
There are three main reasons why web hosting is important for SEO: speed, security and location.
Speed
Looking at it from a practical standpoint, speed is an extremely important factor for SEO.
A slow and cheap web host will result in a slow website. The domino effect is that it would result in poor rankings, low organic traffic, and minimal leads.
What’s the solution?
A good web host will have high speeds, which will decrease the load time of your pages.
When determining how fast a website should load in 2022, it should always be as fast as possible. Google’s benchmark for the ideal time for mobile speed is two seconds or less.
A 2022 study showed average loading time for mobile-sites was around 4.5 seconds. For 20% of the analyzed mobile landing pages, the visual content took longer than 6.6 seconds to load.
Considering that speed equals revenue, this is still far too slow.
Tools for Measuring Page Speed
Need to measure your page speeds? Use these helpful tools:
- Google Page Speed Insights
- GTMetrix
- Pingdom
Target Metrics for Websites
The Core Web Vitals report is what shows how your webpages perform based on real world usage data, which is also referred to as “field data.”
With the Core Web Vitals, the URL performance is shown by status, metric type, and URL group.
Core Web Vitals are based on three metrics:
- LCP (Largest Contentful Paint): This shows the amount of time it takes to render the largest element of visible content in the viewpoint from the moment when the user requests the URL. The largest element of content is typically an image or video, or large block text. This metric is important because it informs the user that the URL is loading.
- FID (First Input Delay): This shows the time from when the user interacts with the website by clicking on the link to the time in which the browser responds to the action. This metric is important since it is when the page becomes interactive.
- CLS (Cumulative Layout Shift): This measures the sum total of all the individual layout shifts for every unexpected layout shift. This takes place during the entire lifespan of the page. The measurement can range from zero, which implies no shifting at all, to any positive number. The rest of the numbers indicate how much the layout shifts. This metric is important because it creates a bad user experience if the user experiences a layout shift while interacting with the website.
Security
Without a strong security system for your website, it can suffer from detrimental issues such as hackers, spam pages, and fake backlinks.
All of these things can harm your Google rankings – and potentially result in a manual action.
There is also the risk of your site getting infected with malware, which could potentially result in your site getting blacklisted by search engines or showing a security warning in the search results.
If you don’t use a web host with a strong security system, it could negatively impact your SEO efforts.
One feature that web host providers may offer is a Secure Sockets Layer (SSL). This is a security certificate that is the standard technology for keeping the internet connection secure.
Another plus side of strong security comes from reliable tech support and customer service. As a company, you want to ensure that the web host you’re using has top quality tech support and customer service.
If something is too slow or the site crashes, you can get it solved quick and efficiently. A strong tech and customer support team will ease any worries or panic if your site ever goes down.
Location
Location is an important factor in the SEO of your website. Search engines will look at location-based signals into consideration when searching for optimal results.
Some questions to consider:
- Where is the user?
- Where is the business?
- Where is the site located?
All of these are practical reasons for where your website will be hosted. It plays a role in determining how far the data must travel, and its speed.
For example, if your business is located within the United States, you want your website to be located in the U.S. data center. If your company is in the United Kingdom, then you would want the site to be in a UK data center.
If your business operates globally, you will want a Content Delivery Network (CDN) that offers hubs around the world, so the hosting is fast regardless of the user’s location.
Using a cheap web host can result in not being placed in a local data center. This can potentially negative impact your website, including how the site performs for your users and your organic search rankings.
Which web hosting service should you use?
All hosting platforms have their benefits – but to be blunt, some really stink.
So how exactly should you choose a reliable service?
You can look for the following factors:
- Length of the web hosts’ experience
- Reputation among other clients/companies
- Seeking a web host that offers security measures such as SSL
Why WP Engine is (almost always) my recommendation
We have worked with (and still work with) clients on a variety of hosting platforms.
But when it comes down to which is the best, I almost always suggest WP Engine.
In my experience with WP Engine:
- Their customer service is incredibly responsive, helpful and always available.
- Their security and speed are second to none.
- They conduct daily backups in the unlikely event the website were to go down.
The cost of WP Engine is extremely reasonable. The beginner package (which is great for most website) at only $23/month.
The speed and performance of this hosting platform is tremendous and really aids your efforts as you optimize the site for mobile-speed and core web vitals.
Furthermore, WP Engine also provides a free SSL certificate to their members, even further beefing up the website’s security and meeting Google’s known-standards.
Working with WP Engine has allowed me to focus on my SEO work and less on server and performance issues that may be associated with a weaker hosting service.
Educating your clients/stakeholders on the value of good hosting
Your clients or stakeholders are already investing so much into creating a successful website (content, SEO, etc.)
Picking the wrong web host could undermine all of those other investments.
Picking the right web host can almost instantly improve your speed, Core Web Vitals and standing.
If your website has poor web hosting, it runs the risk of negatively affecting your SEO.
Your site could suffer from downtime, which is about as bad of a user experience as someone could have.
If the web host is slow, it is more likely that the user will leave your page and switch to another option.
Load time equates to reputation. And any website that takes longer than a few seconds to load will lose users (which means fewer conversions and less revenue).
Think of it like this: if you purchased a new Bentley (new website), you wouldn’t want it to have the engine of a Kia Soul (slow web host/server). (I drive a Kia Soul, so certainly not a dig!)
The post Web hosting for SEO: Why it’s important appeared first on Search Engine Land.
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The latest jobs in search marketing
Every week, we feature fresh job listings for search marketers. Make sure to bookmark this page and check back every Friday.
Are you looking to hire? You can submit your listing here for free. Please note that we do not include listings without a salary range.
July 22
Paid Media (PPC) Specialist, Outpace SEO (Remote)
- Salary: $55,000-$75,000
- Plan, create and manage PPC campaigns across a variety of channels
- Keyword research and management to optimize bids (add PPC keywords and negative keywords)
Sr. Paid Search Strategist, Inflow (Remote, U.S. only)
- Salary: $74,000–$97,000
- Manage and serve as the primary point of contact for 5–10 paid advertising clients. Be responsible for the strategy, prioritization, planning, and execution for client PPC strategies in Google Ads, Microsoft Ads, and other relevant platforms.
- Build highly effective Shopping, Search, Display, and Remarketing campaigns for eCommerce clients.
Paid Ads Team Manager, Inflow (Remote, U.S. only)
- Salary: $80,000 to $118,000
- Lead strategic planning sessions and team meetings
- Review deliverables and provide feedback to other team members
Technical SEO Analyst, Dictionary.com (Hybrid or Remote)
- Salary: $55,000
- Perform site crawls using tools such as Screaming Frog
- Identify and analyze technical SEO issues and work with product & engineering to find solutions
Junior SEO Specialist, Kinsta (Remote)
- Salary: $20,000 to $45,000
- Support the development of optimization strategies to increase the company’s search engine results rankings
- Carry out on-page optimization for new and existing content, following SEO best practices and Google webmaster guidelines
July 15
Senior SEO Manager ~ Staples (Remote)
- Salary: $82,000+
- Owning, building, and managing the SEO roadmap for an ecommerce website.
- Analyze our website’s performance with Google Analytics, PageSpeed Insights, and other tools
SEO Content Specialist, Happy Cog (Remote)
- Salary: $75,000 to $90,000
- Assist with strategic development for SEO initiatives, starting from kick-off and extending through post-launch and analysis
- Develop and execute cohesive content strategies to both drive organic traffic to client sites and increase the likelihood of procuring authoritative, valuable backlinks
SEO Strategist, Avalanche Creative (Remote)
- $45,000 – $60,000
- A/B testing, collect and analyze data and results, identify trends and insights to achieve maximum ROI in organic search campaigns
- Perform ongoing keyword and competitor research
SEO Analyst, UnitedHealth Group (Eden Prairie, MN, Remote considered)
- Salary: $66,000 to $118,300 (annual)
- Leverage tools like Semrush and Google Search Console to compile organic search performance data to inform content recommendations
- Partner with segment stakeholders to fully understand their products, services, customers, and unique business objectives
SEO Specialist, Terrayn (Remote)
- Salary: $50,000 to $70,000
- Understands the client’s short and long-term company goals and develops, implements, and collaborates Local SEO and Hyperlocal strategy to meet those goals
- Ensures all of the clients have an accurate, comprehensive, and complete online footprint and helps build valuable backlink profiles for all clients
SEO Strategist, Inflow (Remote)
- Salary: $67,000 to $86,000
- Serve a small set of accounts as the lead SEO Strategist/Client Advocate
- Collaborate with Sr. SEO Strategists to assist with execution of SEO deliverables
Director of SEO and Content, Seamless.ai (Remote, U.S.)
- Salary: $140,000+
- Plan, develop, execute and assess SEO initiatives, including, but not limited to, monitoring and improving keyword rankings, organic traffic, conversion rate optimization (CRO), and content marketing.
- Optimize existing web content to maximize search engine visibility.
July 8
Director of SEO, Disruptive Advertising (Remote)
- Salary: $125,000 to $165,000 (annual)
- Develop the strategic SEO direction to consistently drive results to clients.
- Ensure results and deliverables make it easy for clients to feel no-brainer value from this offering.
Search Engine Optimization (SEO) Analyst (Senior and Expert), Bruce Clay (Remote)
- Salary: $5,000 to $10,000 (monthly)
- Technical deep-dive deliverables with extraordinary mentoring and client communication skills required.
- Increase keyword rankings and search engine traffic and ultimately conversions for client websites within exceptionally competitive search engine results pages.
SEO Director, HC Brands (Jacksonville, Fla.)
- Salary: $75,000 to $110,000 (annual)
- Lead and mentor a team of SEOs motivating, developing and guiding the team to make sound SEO decisions
- Advocate for SEO excellence in our organization and implement SEO best practices, from on-page content to technical approach
Senior SEO Specialist, California Closets (Remote)
- Salary: $75,000 to $100,000 (annual)
- Technical SEO and strategy
- Monitor the site’s traffic and performance to provide and execute improvement ideas
SEO Manager, CharterUP (Remote/Atlanta)
- Salary: $70,000 to $90,000 (annual)
- Collaborate on outreach strategies and link building
- Analyze existing sites for content and on-page optimization opportunities
Sr Analyst, SEO, Home Depot (Remote)
- Salary: $65,000 to $100,000 (annual)
- Perform continuous site auditing, and recommend scalable on-page optimization based on business objectives for both existing functionality and new opportunities
- Provide SEO best practices in alignment with current technical principles and homedepot.com systems
Senior SEO + Digital Strategy Analyst, Momentic (Remote or Milwaukee)
- Salary: $65,000 to $85,000 (annual)
- Developing, executing, and reporting on comprehensive SEO strategies.
- Identifying key SEO opportunities, tracking website traffic and KPIs, and analyzing competitor strategies.
SEO Testing Consultant, Search Pilot (Seattle, hybrid)
- Salary: $65,000 to $90,000
- Managing the customer relationship, including onboarding of new customers and keeping them updated on test planning and results
- Coming up with SEO and CRO test hypotheses and working with customers to prioritize them
SEO Manager, Vail Resorts (Remote)
- Salary: $60,000 to $89,000 (annual)
- Perform keyword research and competitive research to develop recommendations for content execution.
- Track page and campaign performance using 3rd party search tools and analytics
SEO Manager, IMM – Ideas Made Measurable (Boulder, Colo. / Hybrid)
- Salary: $60,000 to $75,000 (annual)
- Develop all SEO strategies including: content recommendations, content briefs, tagging deliverables, business performance reporting, client presentations.
- Conducts content gap analysis, develop content strategies, and generates content briefs
Senior SEO Specialist ~ Pure Visibility (Remote or Ann Arbor, Mich.)
- Salary: $58,000 to $65,000 (annual)
- Work with the SEO director to perform in-depth visibility audits for new clients and compile the results along with prioritized recommendations.
- Work with the SEO director to analyze and create action plans around common technical SEO components (canonicalization, sitemaps, crawl budget, schema, hreflang)
Content writer, InJoy Health Education (Longmont, Colo., Remote/Hybrid)
- Salary: $55,000-$60,000 (annual)
- Write high-quality content for InJoy’s videos, online classes, web apps, booklets, facilitator’s guides, and PowerPoint presentations, including researching topics, creating outlines, validating ideas and drafts with consultants, and integrating feedback at different project milestones.
- Be the voice of InJoy on products and marketing and ensure all written content is consistent, medically accurate, error-free, and on-brand, while adapting and evolving content and messaging according to current trends and research.
SEO Analyst, LendingTree (Remote)
- Salary: $50,000 to $80,000 (annual)
- Write and periodically revise in-depth guides and reviews of insurance products
- Track and report on performance metrics for editorial content
Technical SEO specialist, MyAdvice (U.S. remote)
- Salary: $45,000 (annual)
- Resolve technical SEO issues uncovered during website audits to improve overall site health and performance
- Research SEO keywords to utilize throughout our clients’ websites
June 24
Content Strategist + Editor, Black & White Zebra (U.S. remote)
- Salary: $65,000 to $90,000 (annual)
- Facilitating the production of multiple pieces of new content per week per site.
- Significantly increasing organic traffic to the site(s) through strategic content planning.
Demand Generation Manager, Premier Group Recruitment (U.S. remote)
- Salary: $120,000 to $150,000 (annual)
- Own the strategy, execution, and tracking of digital channels (e.g., SEO, SEM, Social, Display, Video, Webinars and Email) to achieve pipeline goals.
- Collaborate with the content team to develop compelling assets delivered via multiple formats for each step of the customer acquisition funnel.
June 17
Senior Paid Search Manager, Kingpin Communications (U.S. remote)
- Salary: $70-90k/yr
- Assist the Global Head of Paid Search in the day-to-day management of accounts.
- Manage the day-to-day housekeeping by running, optimizing, and analyzing paid search campaigns across Google and Bing.
June 10
SEO Specialist, Merkle (U.S. remote)
- Salary: $48,000 to $50,000 (annual)
- Perform keyword research based on trends, target audiences, patterns, and competitor analysis.
- Extract insight from data, identify relevant trends, and provide proactive recommendations to reach client marketing goals.
Digital Marketing Specialist, New American Funding (U.S. remote)
- Salary: $65,000 to $85,000 (annual)
- Integral role in planning and execution of performance campaigns spanning across digital channels
- Collaborate with design team on writing and implementing advertising copy for display/search ads, landing pages, video and positioning to ensure brand standards and accuracy
Want a chance to include your job listing on Search Engine Land? Submit your details here.
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How to set up Performance Max campaigns the right way
My team has been testing Google Ads Performance Max campaigns since it was released in beta.
Here’s what you need to know to set up Performance Max campaigns the right way.
What is Performance Max?
PMax is an all-in-one campaign type that displays ads across all of Google’s channels:
- YouTube.
- Display.
- Search.
- Shopping.
- Discover feed.
- Gmail.
- Maps.
Note: Smart Shopping and Local campaigns will be depreciated and rolled into PMax shortly.
What is different about PMax?
There are differences in campaign structure. Most notably in terms of Structure:
- Ad Groups → Asset Groups
- Product Groups → Listing Groups
Note: Unlike Smart Shopping, Performance Max can be used for ecommerce and lead generation.
Why use Performance Max campaigns?
For ecommerce retailers who’ve seen success with Smart Shopping, PMax takes it to the next level by adding additional placements and reach – acting as a Smart Shopping campaign with retargeting and prospecting display ads layered on top of it.
For lead generation, Performance Max can deliver scale and efficiency that may be hard to achieve through Search and Display alone.
At the same time, it’ll be important to feed the system the correct signals so you don’t end up with poor-quality leads.
Now that we’ve established the what and why, let’s get into the how
Upgrading from Smart Shopping Campaigns
If you’ve been using Smart Shopping Campaigns, it’s recommended to use the one-click upgrade tool in the Recommendations tab. Using this tool will sync the campaign’s historical performance in the back-end which enables PMax to hit the ground running.
You’ll want to check all settings: Locations, Asset Groups, Listing Groups.
Since SSC is much more limited in terms of display ads, you’ll want to add additional creative/copy to the Asset Groups. It’s a good idea to add Audience Signals too.
Campaign Structure
What’s the best way to structure PMax? Unless you need to split into multiple campaigns for location targeting or budget allocation, it’s best to condense as much as possible. This allows the system more data signals to reach optimal performance.
Since there is no reporting on the Asset Group level, you might want to break out different products/services into separate campaigns for reporting purposes.
For stores with few products, we try to condense as much as possible. Simplicity over complexity, always.
We typically segment into themes of product/service so the creative and copy will match the underlying products or services.
Below is a great chart from Mike Ryan illustrating campaign structure ideas:
Conversion Goals
Choose the conversion actions that make send for your business.
- Ecommerce/Shopping: Choose “Purchases”
- Lead-Gen/Services: Choose calls, forms, chats etc
Hot tip: To improve lead quality, focus on calls over forms/chats.
Location Targeting
When setting up your campaign, after choosing your targeted locations, make sure to select Presence: People in or regularly in your targeted locations
Asset Groups
Your messaging and creative assets should be tightly themed to the product or service within the group.
If you don’t provide a video, Google will make a horrible one for you. Highly recommend creating something basic using Canva or a similar tool.
For ecommerce, something worth testing for Google Shopping, especially if you’ve seen success with Smart Shopping historically, is to launch a PMax campaign with no assets aside from the data feed.
Note: You’ll likely need to create a new Asset Group.
Exclusions
- Customer Exclusions: Upload your customer list and have the system exclude them from all targeting. This is useful if you want to focus on new customer acquisition.
- Keywords: If you have a Google rep, they can block branded search terms from PMax for you.
Audience Signals
Audience signals are different from Audience targeting. The system uses this as a signal to find your ideal prospective customer.
We’ve seen success with the following:
- Customer Match. Start by uploading any lists you have including email addresses and phone numbers. This could be previous customs, email subscribers, etc.
- Custom Intent. Build a list of your top performing keywords from Search and Standard Shopping
- Interests. Target people based on pre-determined interests in Google Ads.
- Website Visitors. Target users based on your account’s pixel data. Google will use your data of website visitors, leads, and purchases to target new customers.
Data feed
For ecommerce, the most important piece of the puzzle is the product information. While everything else helps, the data feed submitted to Google Merchant Center can have the largest impact on your Performance Max campaign performance
Make sure you’re submitting as much info as possible:
- Brand
- MPN/SKU
- UPC Code
- Descriptive Titles (include keywords!)
- Google Taxonomy/Categorization
- Product Type
- Multiple Images
- Custom Labels etc
Bid strategies
Performance Max has the following two options available:
- Maximize Conversions (with optional target CPA)
- Maximize Conversion Value (with optional target ROAS)
If your account already has lots of historical data, you can jump right into target CPA/ROAS. With a new account, start with Maximize Conversions so the system can gather data. Later on, once you’re seeing steady conversions, switch to tCPA or tROAS to hit your goals.
The post How to set up Performance Max campaigns the right way appeared first on Search Engine Land.
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New Instagram videos under 15 minutes will automatically become Reels
As Reels gain in popularity, Instagram is taking it upon itself to move any video you post under 15 minutes (if your account is public) into the Reels category.
When you go to post a video to your profile, Instagram will show this alert.
Discovery. When your Reels are posted to a public profile, they may be eligible and recommended for more people to see. This also allows other users to Remix, edit, and add their own spin on the videos using Instagram’s built-in tools like templates and a new Dual feature that records your front and back cameras simultaneously.
A few exceptions. There are a few exceptions to this, like videos posted before things changed today and videos that are longer than 15 minutes. The blog post also indicated that currently, only videos under 90 seconds in length will be eligible for the Discovery and recommendation system.
Remix tools. Instagram is also expanding tools for Remix to help enhance the way stories are told on Instagram when collaborating with creators and friends, including:
- Remix for photos: Photos are core to the Instagram experience. In the coming weeks, you will be able to remix public photos. This gives you a limitless inspiration to create your own unique reel.
- Expanded Remix layouts: Choose between a green screen, horizontal or vertical split-screen, or picture-in-picture reaction view to add your own video commentary to existing reels.
- Add your clip: Have a hot take? Rather than having your remix appear at the same time as the original reel, you can now add your clip after the original so it plays sequentially.
Read the announcement. You can read more about these new features on Instagram’s blog.
Why we care. The new features are being released in the same week as Facebook breaks up its main feed, and TikTok creators expressing their frustrations over low payouts. If you’re a creator who earns revenue from Instagram Reels, you can take advantage of their new tools and potential greater visibility.
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Does Reddit even have an ads policy?
A study conducted by Marketing Brew and an API called Pushshift resulted in some pretty odd findings regarding which subreddits allowed ads and which ones didn’t.
The findings. The results are based on the API pulling data from the top 2,500 most popular subreddits. They show that despite spending the last decade trying to address brand-safety concerns, their actual approach is more cautious, which makes the platform seem unpredictable and inconsistent.
Where Reddit doesn’t allow advertising. These are popular subreddits where Reddit doesn’t allow ads.
- r/mileycyrus
- r/mensrights
- r/daftpunk
- r/floridaman
- r/mensrights
- r/mdma
- r/islam
- r/israel
- r/redhotchilipeppers
- r/depression
- r/archerfx (a community dedicated to a popular animated television show)
- r/ska
- r/stopsmoking
Where Reddit does allow ads. Some subreddits that were allowed to run ads included political and alcohol topics.
- r/alcohol
- r/crypto
- r/religion
- r/politics
- r/neutralpolitics
- r/ukpolitics
- r/canadianpolitics
Some ads. Weirdly enough, these subreddits were labeled as sometimes allowing ads.
- r/americanpolitics
- r/internationalpolitics
- r/liberal
- r/conservative
What Reddit says. Reddit spokesperson Amanda Geraldo said that every new subreddit is labeled no_ads until it goes through a “manual human review” to gauge if it’s considered safe. She also said subreddits labeled as some_ads require advertisers to “opt-in or opt-out of advertising” and are considered “expanded inventory.”
Why we care. Reddit is expected to surpass $522 million in ad spend by 2023. For perspective, Twitter is expected to bring in $5.58 billion this year. Even though they’re on the smaller end of the spectrum as far as ad platforms go, there’s still a lot of potential upside. If you’re an advertiser looking to run ads on Reddit, be aware of where your ads may or may not be allowed.
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How building an audience framework can improve your PPC campaigns
PPC advertising has always been about delivering the right message to the right person at the right time. Even today.
But how do you ensure that you are targeting the best people and that the messaging is outstanding?
Audience definition and development should be at the core of every PPC strategy
All of your tactics, including account structure, keywords, bidding, and everything else, should support your audience framework.
Consumers are overwhelmed with a barrage of advertising. Americans see thousands of ads per day.
Brands are constantly clamoring for more attention. At some point, all of this becomes noise to overwhelmed consumers who are being bombarded daily across their digital devices.
Marketers have to break through the noise to establish a connection with their audience. GWI released a study in March 2021 that aimed to understand what consumers across generations (Gen Z to Baby Boomers) want from advertisers. According to the authors:
“All in all, younger consumers have a more diverse list of expectations when it comes to advertising. Most notably, they show signs of wanting to connect with an ad on an emotional level. Their older counterparts, on the other hand, are drawn to the functional, more tangible, benefits of ads.”
What do people want from advertising? Four themes emerged:
- Be entertaining.
- Give me product information.
- Provide discounts and offers.
- Be relevant to me and my identity.
The target audiences for your brand likely have similar traits. They see advertisements everywhere all the time.
Messaging that breaks through and makes a connection includes relevant information with entertaining concepts and discounts/promotions to inspire action.
Making a lasting connection with your audience is already difficult, but brands also need to maintain that connection to build brand loyalty and lifetime value.
- 34% of consumers tried new brands during the COVID pandemic, according to a report from Retail TouchPoints.
Brands need to segment their consumer profiles so they can deliver relevant messaging, analyze performance and optimize tactics. This includes segmenting:
- Current customers from potential customers.
- Customers with high LTV.
- Customers who purchase frequently.
- Those who haven’t interacted with your brands recently.
Better understand your audiences and your business
Segmenting audiences requires answering bigger questions about your business.
Arbitrary audience segmentation is arguably worse than none at all.
Think about attributes shared across large sections of your audience and group them together. Here are a few come attributes that can help create targeted audiences:
- Aware of your brand, visited your website but have not purchased
- Not aware of your brand or have not interacted with your website previously
- Individuals who have engaged with your brand (request info, emails, etc)
- Previous customers who purchased your products/services
- Customers who have made multiple purchases or large purchases
- Customers who have not purchased in a long time
This segmentation process should shed light on your sales cycle, messaging at each stage of this cycle, and how consumers engage with your brand. Audience segments for your brand should be personalized for your marketing and sales needs but these attributes listed above should kick-start your brainstorming.
Audience definition should not happen once. Regularly review your audience framework to ensure that the segmentation is still aligned with your core business objectives.
Craft messaging that stands out from the noise
Every audience segment is different. They have varying relationships with your brand and they each have unique needs and interests.
Messaging is a qualifying measure of your audience framework. Each audience group should have targeted messaging.
As you build your audience framework and the corresponding ad strategy, you may find that some of the messaging sounds similar. This may indicate that your audiences are not as unique or defined as possible.
If you craft an audience strategy but deliver similar ads across your segments, your strategy will not be as impactful. Make sure that your audiences are large enough to drive impression volume but unique enough to require customized messaging.
With your defined audiences and targeted creative, you can focus on crafting messages that stand out from the noise. You can gain each audience’s attention but you can also establish a connection that will hopefully resonate and inspire action.
Build better paid media plans
Building an audience framework allows you to understand how to reach these people.
You may have audiences that are considered upper-funnel with low awareness of your brand. Likely, you will want to target audiences who are current customers with a very high awareness of your brand.
These attributes will influence how you build a paid media plan to address these audiences.
When many folks think about Search Engine Marketing, all they consider is keyword-based paid search ads. The PPC ecosystem is much larger than paid search now. Within Google and Microsoft you have a wide range of distribution channels:
- Paid search
- Search Partners (Google)
- Search Ad Network (MSAN, Microsoft)
- Display Network
- YouTube and Video
- Discovery
- Shopping
- App Campaigns
- Local Campaigns
These channels provide differentiated opportunities to discover and converse with your target audience. For example, for an audience that has a low/no awareness of your products, you will need to reach out to introduce your brand potentially via Display or YouTube to generate interest.
A robust audience framework will help sharpen your messaging and target your media buying.
Hopefully, all of this sounds great and you are ready to build or review your audience strategy!
Next time, we’ll get into some technical specifics around PPC audience building, segmentation and management. As privacy becomes a priority, access to audience profile data will tighten. We will make a plan for the future together!
The post How building an audience framework can improve your PPC campaigns appeared first on Search Engine Land.
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