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Twitter announces Product Drops for merchants

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on Twitter announces Product Drops for merchants

Twitter announces Product Drops for merchants

Merchants have a new Twitter feature, called Product Drops, to help engage their followers and stay on top of new product releases.

What are Product Drops. Product Drops from Twitter is a new feature that allows brands to notify their followers when they launch a new product. The feature is the first of its kind for a social media platform.

How does it work. When a merchant tweets about an upcoming launch, followers will see a “Remind me” button at the bottom of the tweet. They’ll simply tap that button to be reminded of the launch day. 

On the product’s launch day, they’ll receive a notification in the app 15 minutes before, and at the time of the drop. Clicking the notification will bring them to the merchant’s website where they can shop for the product and (hopefully) grab it in time. 

The devil is in the details. Before followers click the “Remind me” button they can view the full details of the product that’s dropping. To do this, they’ll just click on the tweet and the Product Details page will open. From there, they can view the price, description, and more. 

Ready. Set. Launch. Twitter is rolling out Product Drops to merchants in the US only, on English iOS devices. It’s being tested with select partners including:

DiorFossilJeff StapleHome Depot

There is no word on when the feature will roll out to all merchants.

What Twitter says. “People come to Twitter to talk about products and product drops every day. And merchants have long been dropping products on Twitter without any native product support. We’re excited to change that and introduce new shopping features that empower shoppers to stay on top of the launches that matter most to them and provide merchants with another way to engage shoppers around big product moments.”

Check it out. Read the full announcement from Twitter here

Why we care. Shopping on Twitter isn’t new. But until recently, there hasn’t been any native support surrounding it. This feature aims to help alleviate some of the frustration people feel around missed product drops, angry customers, and overwhelmed brand reps. However, not all of a brands followers are on Twitter. And even if they are, this feature requires they be near their phone or logged into Twitter to receive the notifications. This feature is a good start to increasing brand engagement, but may miss the mark with many of their fans.

The post Twitter announces Product Drops for merchants appeared first on Search Engine Land.

How to win in the SERPs with Google’s auction insights and search intelligence

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on How to win in the SERPs with Google’s auction insights and search intelligence

How to win in the SERPs with Google’s auction insights and search intelligence

Search marketing channels are experiencing a surge in revenue. Macroeconomic and hiring impacts the world over have led to companies like Google experiencing massive growth, highlighting how search has become a key channel for marketers.

“It’s great for Google, but that means rising costs for us,” said Sean O’Connor, senior CSM and sales engineer at Adthena, in a recent webinar (scroll down to watch the video).

Attribution is one reason why these developments have made it difficult for paid search marketers to succeed in the space.

Google holds more data than ever before but doesn’t always show marketers the full picture when it comes to their campaigns. At the same time, its growth in the search space, and the decline of other marketing avenues, mean growing pressure on paid marketing teams.

“We are going to experience a higher level of scrutiny for Google Ads than we have in the past few years,” O’Connor said. “Search is the first thing you start, and the last thing you stop, when it comes to brand advertising. That isn’t going to change, but it is going to put the microscope over all the activities that we’re doing.”

“We need to have a clear attribution to the success we’re bringing to our businesses,” he added.

Here’s how paid search marketers can better attribute success using Google Ads’ auction insights tool and search intelligence.

Google Ads auction insights

“Auction insights is particularly valuable in providing context on what our competition is doing, but not how they are gaining ground,” O’Connor said. “Impression share and overlapping position rate are somewhat relevant, but they’re not the metrics I particularly care about.”

While many marketers long for the days of “old school” metrics such as average position for individual terms, auction insights still provides useful campaign stats. These include information such as marketing trends, which essentially gives marketers Share of Search data so they can see where they stand.

Source: Sean O’Connor

“It’s not so much about campaign optimization, but rather an insurance policy,” O’Connor said.

To get the most out of auction insights, he recommends the following:

Installation: Build out enhanced dashboards to review campaign data alongside business metrics.Establish a new workflow: Segment campaigns to enable messaging and market share analysis.Take action: Focus on product roadmap development, regional/local segmenting, and spend adjustments.

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Search intelligence

“Google is taking information away from the auction insights section, so we need to be able to shed some light behind the curtain,” O’Connor said. “Considering automation policies, do we let it run? How long does it take to learn? How bundled does it need to be?”

“We need to be able to get past this ‘black box,’” he added.

Auction insights give a good amount of campaign information (e.g., impression share, positive above rate, outranking share), but limit your ability to gauge their efforts against competitors in areas they’re not showing up in, according to O’Connor.

This is why he suggests teams craft their own “formula” that combines data gained from auction insights and a search intelligence platform.

“This creates a ‘whole marketing view,’ which [includes] your terms and closely related competitor terms,” he said. “That whole marketing view is going to show your market opportunity.”

Apply the formulas for success

Acquiring and analyzing search data from auction insights and search intelligence tools isn’t enough to improve Google Ads campaigns. Marketers need to activate the combined data to adjust targets and set benchmarks.

“With enough evidence from auction insights and analytics, you can combine them into a nice visualization that can justify your job and make it easier,” he said.

However, marketers should note when it’s time to conserve budgets. The additional insights gained from these formulas will help teams spend more carefully – when it’s called for – and go after new targets when it makes sense.

“Google’s showing you just what you’re focused on,” O’Connor said, “But we need the context of everything else happening.”

Register to watch the full webinar now:

The post How to win in the SERPs with Google’s auction insights and search intelligence appeared first on Search Engine Land.

Webinar: Get beyond the blast with this next-level email strategy

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on Webinar: Get beyond the blast with this next-level email strategy

Webinar: Get beyond the blast with this next-level email strategy

Ever feel like you’re shouting into the void with your email campaigns? You send thousands and thousands of messages; the only response you get is link clicks. It’s useful to see who’s at least somewhat paying attention, but how do you handle all those leads who clicked and didn’t convert?

Join experts from Conversica and learn how companies using conversation automation as part of their email flow see an average of 9.88% response rate, nearly 4x more opportunities and over 10x ROI.

Register today for “Beyond the Blast: Next-Level Email Strategy Requires Conversation,” presented by Conversica.

The post Webinar: Get beyond the blast with this next-level email strategy appeared first on Search Engine Land.

8 Tips to Foster Cross-Team Collaboration

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on 8 Tips to Foster Cross-Team Collaboration

It’s increasingly likely that the team you work with will come from more than one source.

A hands-on solution for powerful digital experiences

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on A hands-on solution for powerful digital experiences

In today’s attention economy, legacy content management solutions no longer meet the needs of content creators and their development teams. Arc XP is a cloud-based digital experience platform that helps enterprise companies, retail brands and media and entertainment organizations create and distribute content, drive digital commerce and deliver powerful experiences.

Available on AWS Marketplace, Arc XP’s state-of-the-art digital platform is engineered to meet the demands of modern publishers, brands, and broadcasters around the world. Built by The Washington Post, Arc has powered the digital transformation of clients across the globe, currently serving more than 1.5 billion unique visitors monthly. At its core, Arc is about speed and innovation: for readers, content creators, brands, advertisers and developers.

You will learn:

Learn about major challenges Marketers are facing today Hear how Arc XP can help your organization See an on-demand demo of the solution in practice 

You’re invited

Speaker Bio

Scot Gillespie is the chief technology officer and general manager of Arc XP, a cloud-native digital experience platform. Under Gillespie’s leadership, Arc XP has grown exponentially, evolving from a headless CMS to a feature-rich digital experience platform that supports the content, commerce and digital experiences needs of enterprise companies, retail brands and media and entertainment organizations around the world. Gillespie has also led Arc XP to develop deep partnerships with many of the industry’s top technologies, including deeper integrations with Amazon Web Services (AWS), Akamai and Catchpoint.

The post A hands-on solution for powerful digital experiences appeared first on Search Engine Land.

WordPress pages or posts: Which should you use?

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on WordPress pages or posts: Which should you use?

Since its launch in May 2003, WordPress has become the most-used website platform globally. The WordPress platform powers almost 37% of the top 1 million trafficked websites, according to BuiltWith data.

Given the low cost (you really only pay for hosting), ease of installation and use and flexibility, WordPress is ready for websites of all sizes, from personal blogs to enterprise businesses.

Count me as a fan. I’ve advocated for its use, going back to nearly the beginning of its existence in 2003.

I’ve worked on many WordPress websites, and one of the most common questions I still get is about pages versus posts – which one should be used?

Before answering that question, let’s review how WordPress pages and posts differ.

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WordPress pages

Pages in WordPress are intended to hold content that may be considered more “evergreen,” such as the home page, product/service pages, or about us-type content.

Pages can be nested to create a directory structure by making one page the “parent” of another.

Generally, pages cannot leverage categories, tags and authors and are usually not included in RSS feeds from the website.

WordPress posts

Posts in WordPress link the platform back to its roots as a blogging platform. Posts were intended to hold news-related, time-sensitive, and other content that might be associated with websites that are strictly blogs.

Posts are time-driven and can leverage categories, tags, and authors for archive pages and on-site search. Posts are included in RSS feeds.

Content authors can make posts appear in a directory structure by setting up categories, which can be in parent/child relationships, and creating the structure in the Permalinks settings in the WordPress settings.

One crucial thing to remember: Both pages and posts are content for your users and the search engines.

The website owner sets their appearance and use. Pages and posts can be used interchangeably for any purpose – though it’s a terrible idea to mix similar content between the two formats.

WordPress pagesWordPress postsIntended for evergreen contentIntended for news or “blog” content – very time-drivenCan be nested together in parent/child arrangements to create a directory structureCan fit into a directory structure using categories that can be nested in parent/child relationshipsCannot leverage categories, tags or authorsLeverages categories, tags, and authorsCannot use RSS feeds to share contentCan use RSS feeds to share contentCan be styled any way the website owner wishesCan be styled any way the website owner wishesIs considered content to the website visitors and search enginesIs considered content to the website visitors and search engines

Evolving recommendations

In the past, I most often recommended that “evergreen” content be created as pages. These would include items like the home page, product/service pages and “about us,” etc.

Other news-related, time-sensitive, instructive, blog-type content would be created as posts. As mentioned above, this follows what most consider the intention of pages and posts.

Although this way of working is still quite valid, I’ve been rethinking this advice lately.

Why?

A large number of websites I’ve worked on lately have had terrible information architecture.

For many of these sites, most, if not all, content is in the website’s root folder. Some sites have content on the same topic mixed between pages and posts. The former issue is relatively easy to fix, the latter, not so much.

Part of the problem is that WordPress is set to put all content at the website’s root by default. Another part is a misunderstanding of how pages and posts are intended to function.

My recommendations now are slightly different if a site is being built from scratch or undergoing a significant reorganization.

In that case, I have two recommendations based on the type of content that will comprise the majority of the website:

For sites with a majority of evergreen-type content, I recommend the site be all pages.
This allows pages to be built and nested together in parent/child relationships to construct a logical folder structure. Even if there is timely blog-type content, pages will work quite well unless there is an absolute need for tag or author connections.For sites with a majority of timely, blog-type content, I recommend the site be all posts.
This allows for content to be organized along category lines. Posts also allow for tag and author archives to be used. This type of setup also allows for easy RSS feeds. The home page can be set up to show the latest posts to help keep it fresh with the newest information.

Either of these arrangements would work well because pages and posts are just content to website visitors and search engines. Both content formats can be styled to suit the needs of the website.

If forms and other interactive features are needed, they can be applied equally well to pages or posts.

From an SEO perspective, the content format on the back end is irrelevant – it’s what is presented to users and search engine spiders that matters.

Should I uproot everything and change the structure of my site?

As I mention above, I recommend building this type of structure on a new site or if a site is undergoing significant work like a re-platforming onto a new theme or migration to a new design.

If your website is working well and you don’t notice any significant problems, it’s OK to take an “If it ain’t broke, don’t fix it” approach.

Final thought

The main reason for my changing recommendations is the lack of a logical directory structure on many sites I support. While it is quite possible to create a logical structure with a mix of pages and posts, it is certainly much simpler to set up and maintain if the site is set up with all one type of content.

The post WordPress pages or posts: Which should you use? appeared first on Search Engine Land.

4 proven methods to improve Google RSA conversion rates

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on 4 proven methods to improve Google RSA conversion rates

As machine learning seizes yet another opportunity to beat out human capabilities, Google Ads is officially retiring Expanded Text Ads (ETAs) on June 30.

The simple days of three headlines and two descriptions will be replaced by mix-and-match opportunities of up to 15 headlines and four descriptions. 

Advantages to running Responsive Search Ads (RSAs) include:

The ability to test multiple ad copies at once without the manual labor of setting up different ads.Endless ad copy combinations, allowing for robust testing and quicker learning. Automatic winning ad-optimization. The system will award the most impressions to the winning ad copy combinations in the end. 

However, trust concerns arise when advertisers use these algorithms. RSA reporting leaves much to be desired, as you can only see the number of impressions for each asset and combination.

Does the lack of control over ad copy combinations leave you questioning if there’s more you can do to optimize performance?

Read on to discover four ways to improve RSA conversion rates – with test findings to back them up.

1. Look beyond impressions for decision-making

Google provides impression volume for each headline and description.

If you’re receiving enough volume (over 5,000 impressions in 30 days), then the algorithm may be able to assign a performance rating to your ad copy. The ratings include:

LowGoodBest

While it is recommended that you replace a “low” performing asset with a new variation to improve CTR, impression volume is simply not enough to dictate a true winner. 

What’s missing?

Click and conversion volume are the missing links in this report.

To put our trust behind RSAs, we need to ensure they are supporting our goals.

CTR and CVR are critical to analyzing performance on campaigns with conversion goals as well as low-volume ad groups where it may be impossible to get out of the learning phase.

A proposed solution

We need to test two RSAs against one another to look at ad-level KPIs, not just copy-level impressions.

Ad copy in each RSA should be intentionally limited to just three headlines and two descriptions and the ads should be tested in an experiment.

In this way, you are creating pseudo-ETAs.

Once you start recognizing winners, you can optimize performance by turning off poor-converting assets in your non-experimental RSAs.

2. Don’t worry about ad strength for conversion volume

When comparing ETAs and RSAs, advertisers often see higher CTR in RSAs but lower CVR.

This could be caused by the lack of messaging control and Google’s push for advertisers to follow best practices to improve their ad strength.

In order to bring your RSA ad strength from Poor to Excellent, Google wants to create and test as many ad copy combinations as possible, recommending:

To maximize the quantity of headlines and descriptions (up to 15 headlines and four descriptions per ad)Unique headlines and descriptionsUnpinned copyTo include high-volume keywords in your ad copy

While following best practices is said to be optimal for performance, advertising rebels should run their own tests. Manual testing can continue after ETAs disappear.

To test how much ad strength impacts conversion rate, we set up an experiment in Google for two weeks:

Client A is on a tCPA bidding strategy and needs to get the most efficient CPL possible.

Control (Base): RSA with ten headlines and four descriptions; no pinned ad copy

Test (Trial): RSA with the same ten headlines and four descriptions; Top 3 headlines and top 2 descriptions pinned, based on impression volume

Impressi-onsClicksImpr. ShareAd StrengthCTRCPCCVRCPLControl17,54051244.53%Average2.92%$18.476.36%$290.60Test16,69244742.44%Poor2.68%$18.486.58%$280.90

Both the control and test showed similar results. With a goal of lower CPL, pinning the headlines and descriptions would be a better decision to optimize this ad group’s performance.

3. Run experiments to test ad copy variables

Now that we know we can pin ad copy without any repercussions to our CPL or CVR, we can think about the proper way to A/B test headline and description variations.

When leveraging smart bidding tactics, algorithms are doing what they can to help you reach your goals. Even when you check the Do not optimize ad rotation option in the settings, Google is not serving your ads evenly because it is working to satisfy your campaign goals first.

Knowing that Google will favor one RSA over another if you run two RSAs in one ad group simultaneously, gaining true KPIs on each ad copy variable is difficult when impression volume is so skewed.

The best way to test one variable at a time is to set up a custom experiment or ad variation. This will ensure that the spend gets split 50/50 for each ad.

4. Create ETAs within RSAs

Although this test defeats the purpose of Google’s ETA exile, you can offer just three headlines and two descriptions per ad.

Testing two pseudo-ETAs in an experiment is a great way to analyze winning ad copy.

In this experiment, we looked at giving the algorithm some freedom while maintaining control of our messaging:

Client B is on a tCPA bidding strategy and needs to get the most efficient CPL possible.

Control (Base): RSA with ten headlines and four descriptions; Top 3 headlines and top 2 descriptions pinned, based on impression volume

Test (Trial): RSA with only top 3 headlines and top 2 description, based on impression volume

ImpressionsClicksImpr. ShareAd StrengthCTRCPCCVRCPLControl11,17630948.72%Poor2.76%$16.254.02%$404.66Test11,27133446.07%Poor2.96%$15.877.04%$225.60

Since the trial copy was unpinned, Google’s algorithms decided which position to show each headline in.

Giving the system this freedom brought CPL down 45%.

This is a great way to test ad copy, as long as specific headline positions aren’t important to you. 

Don’t be afraid to go against best practices to unlock new potential

Trusting the algorithms can be an easy way to test multiple ad copies simultaneously. However, with some extra experimenting and detective work, humans can optimize conversion rates even further than machine learning.

The post 4 proven methods to improve Google RSA conversion rates appeared first on Search Engine Land.

Google May 2022 core update is finished rolling out

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on Google May 2022 core update is finished rolling out

Google has confirmed that the May 2022 core update is now finished rolling out. The update took 15 days to roll out, starting on May 25, 2022 and ending on June 9, 2022.

The announcement. Google posted on Twitter this morning at 3:44am ET that the update has completed rolling out:

The May 2022 core update rollout is now complete.

— Google Search Central (@googlesearchc) June 9, 2022

May 2022 core update. As a reminder, the May 2022 core update started to roll out at about 11:30 a.m. ET on May 25, 2022. This update took 9 days to roll out after it was announced, it finished rolling out on June 9, 2022.

When and what was felt. Based on the data, this update was a big update and rolled out quickly for many queries the data providers track. We did see some “tremors,” shifts in volatility, after the initial update, the largest tremors were around June 5th and that should be the final sets of volatility you would see from the initial broad core update release.

More on the May 2022 core update

The SEO community. The May 2022 core update seems much more significant than the November 2021 core update. Unlike the November 2021 core update, where the timing for that update was not the best, i.e. right during the busiest online shopping season, this update was scheduled a lot better for retailers. I covered the community reaction in one blog post on Search Engine Roundtable early on. It includes some of the early chatter, ranking charts and social shares from some SEOs.

On Twitter you can find plenty of examples of SEOs sharing charts from their clients – mostly showing winners but also showing losers – with this update.

What to do if you are hit. Google has given advice on what to consider if you are negatively impacted by a core update in the past. There aren’t specific actions to take to recover, and in fact, a negative rankings impact may not signal anything is wrong with your pages. However, Google has offered a list of questions to consider if your site is hit by a core update. Google did say you can see a bit of a recovery between core updates but the biggest change you would see would be after another core update.

Why we care. Whenever Google updates its search ranking algorithms, it means that your site can do better or worse in the search results. Knowing when Google makes these updates gives us something to point to in order to understand if it was something you changed on your website or something Google changed with its ranking algorithm. Google released the May 2022 core update on May 25th and it is now complete – now it is time to dig in and investigate how your site(s) did with this update and take the necessary steps to continue to improve in the future.

More on Google updates

You can read more of our coverage in Search Engine Land’s Google Algorithm Updates history.

The post Google May 2022 core update is finished rolling out appeared first on Search Engine Land.

Google expands financial services verification policy to Australia, Singapore, Taiwan

Posted by on Jun 9, 2022 in SEO Articles | Comments Off on Google expands financial services verification policy to Australia, Singapore, Taiwan

Google announced today that it is expanding its Ads Financial Products and Services policy to Australia, Singapore and Taiwan. 

Last year Google announced the implementation of measures aimed at verifying the legitimacy of advertisers in the financial services industry in the UK. These measures were added to prevent financial product scams and scammers from exploiting the Google Ads platform for their benefit.

As Search Engine Land reported last year, the verification process included proving that the advertiser is “authorized by the UK Financial Conduct Authority,” or must qualify for an exemption.

Verification requirements for advertisers. As part of the verification process, “financial services advertisers in these markets will need to demonstrate that they are authorized by their relevant financial services regulator and have completed Google’s advertiser verification program in order to begin promoting their products and services.”

Launch date. Advertisers will be able to apply for verification at the end of June, and the policy will go into effect on Aug. 30. Advertisers that have not completed the new verification process by this date will no longer be allowed to promote financial services.

What Google says. “We work tirelessly to make sure the ads we serve are safe and trustworthy, and we know that partnering and collaborating with government regulators is critical to our success,” said Alejandro Borgia, Director, Ads Privacy and Safety. “That’s why we’re closely coordinating with regulators in these three markets to make sure this program is effective at scale. In the coming months, we plan to further expand these verification requirements to advertisers in additional countries and regions.”

The results are in. Google launched the verification program in the UK in September 2021. Since then, Google states that they have seen a “pronounced decline in reports of ads promoting financial scams.” According to Google’s 2021 Ads Safety Report, they blocked 58.9 million ads for violating their financial safety policies. 

Why we care. Although nothing is 100% foolproof, it’s a good effort by Google to combat financial scams. If you’re running ads for financial services in Australia, Singapore or Taiwan, mark your calendars and keep an eye out for a notification inside your Google Ads dashboard. Review the procedures for exemptions and start the verification process ASAP so your account doesn’t get suspended. 

The post Google expands financial services verification policy to Australia, Singapore, Taiwan appeared first on Search Engine Land.

Webinar: Build a unified keyword strategy across Google, Amazon and YouTube

Posted by on Jun 8, 2022 in SEO Articles | Comments Off on Webinar: Build a unified keyword strategy across Google, Amazon and YouTube

Webinar: Build a unified keyword strategy across Google, Amazon and YouTube

Search behavior is no longer limited to a single space. So, how can you build a unified keyword strategy across Google, Amazon and YouTube?

In this webinar, you’ll see how consumers interact with each search engine and what type of content resonates most effectively with different audiences. 

Register today for “Build an Integrated Search Strategy Across Google, Amazon and YouTube” presented by Similarweb.

The post Webinar: Build a unified keyword strategy across Google, Amazon and YouTube appeared first on Search Engine Land.