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How to audit your site’s backlink profile

Posted by on May 25, 2022 in SEO Articles | Comments Off on How to audit your site’s backlink profile

There are differing opinions in the SEO industry about whether disavowing links is still a necessary part of SEO.

Some say that Google simply doesn’t count toxic links. Others say that Google still uses the disavow as a means of “policing” spam links. Yet others claim that disavowing toxic links is essential for your site’s health and growth.

I prefer to err on the side of caution and disavow toxic links.

Perhaps, right now, Google simply ignores toxic backlinks. However, what if Google decides to pay attention to these in the future? Google is constantly changing, so what guarantee do we have that toxic links won’t result in manual actions or algorithmic downgrades?

In this article, we’ll explore a step-by-step process to comprehensively audit your backlink profile and keep an updated disavow on file with Google Search Console.

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Build your list of backlinks

It’s important to use as many sources as possible to build your initial disavow list. Generally, I download my backlinks from Google Search Console, Ahrefs, and LinkResearchTools. I then upload all of these links to Semrush’s Backlink Audit tool. 

Once your audit runs, you’ll get an Overall Toxicity Score and other important data:

Categorize your links

If you click on the Audit tab, you’ll see a list of all of your backlinks. For each, Semrush will list the Anchor Text, Authority Score and Toxicity Score.

Ideally, you should go through each and every one of your links and categorize them as:

Whitelist: Safe, healthy links that should be kept as part of your link profileRemove: Links that should be removed. You have to do this by contacting the site owners and requesting for them to remove your links.Disavow: These links should be disavowed from your backlink profile.

Semrush will save this audit and, as new links are found, will prompt you to categorize them, making it easy and systematic to maintain your backlink profile free of toxic links.

Identify link patterns

In the audit report, click on Toxic Markers. You’ll see a list of patterns that can be used to filter your backlinks:

By using these markers, you can look at your backlink profile in the context of patterns, instead of having to look at your backlinks one by one.

A link might look healthy when analyzed by itself, but when you use the Toxic Markers, you may notice it’s part of a link network, that you have many links from the same C class or that many of them have the same Google Analytics or Google Adsense code.

Start by clicking on each of the sections for toxic markers.

Next, go through the links that show up and label them as whitelist, remove or disavow.

Once you have gone through every pattern, go through the remaining links and use the toxic score and other link details to determine if you should whitelist, remove or disavow the links.

Search for footprints

When analyzing your backlinks, you need to look at the entire context of your backlink profile to make decisions. Also, you may want to audit your competitors’ backlinks as well, especially those that are ranking well, to get an idea of the backlink ratios that are working in your particular industry.

Here are some of the percentages that you can review and keep in mind when deciding how to label links:

Top referring domain categories

Based on your business, the category of internal links is important. Are most of your links coming from:

Related, topical websites? Directories or unrelated websites?

Look at the percentages. Compare those to your competitors and use those percentages to help you decide what links to keep or disavow.

Referring domains by authority score

Many people believe that they should disavow all low-quality links or links with low authority scores. However, think of the natural growth of the web.

Is it natural for sites to only gain links from topical, authoritative websites? Think of how many people have small sites that only their close circle follows. 

Looking at link patterns, it’s clear that sites will have a mixture of high, medium and low-quality links. Your goal should be to have links from each of these levels, almost like a link pyramid.

In the “natural state” of the web, you’ll have a number of low-quality links that simply don’t have a lot of authority or that may be toxic. You should keep some of those, especially those that don’t belong to other patterns.

Backlinks by anchor type and anchor text

How many of your backlinks are branded? How many of your links use keywords in the anchor text? Monitor this closely as it will reveal patterns.

If your percentage of money anchors is high, this could lead to a suppression of your rankings due to algorithmic Penguin filters. When reviewing your backlinks, disavow some of the links with money anchors to bring those percentages down.

Look at the exact anchor text to identify some that are being overused or look unnatural.

Semrush will allow you to click on the links for each of the charts above, knowing the context of the filter, so you can go straight through and disavow links that belong to a particularly obvious pattern.

When looking at Link Attributes, you can determine if there’s a high volume of follow vs. nofollow links or links from User Generated Content (UGC). A high number of nofollow links is expected. However, if too many of the links are Follow, Sponsored or UGC, you may want to disavow some to even out the percentages.

Review your disavow list

Once you have completed your audit, you can click on the disavow tab to review all of the URLs you added to this list:

Before uploading your disavow to Google, use a metrics tool to get additional data on each of these URLs.

Sometimes, you’ll find that some of the links that have a toxic marker have good metrics and would be acceptable to keep. Scrubbing all of your links one last time will help you make sure you’re not disavowing links that could help your site to rank better.

To decide what links to keep, review the Authority Score, number of keywords ranking, and organic traffic to ascertain if the link should stay in the disavow file or be removed.

Once completed, export your disavow file.

Google disavow file

Once you have your disavow file in a .txt format, you can go to the Google Disavow Tool to upload your disavow file. 

Monitor your link profile

You should run a new backlink audit at least quarterly to make sure your backlink profile is healthy. If you use the same Semrush project, it will save all of the data and will only add new links that haven’t been labeled or categorized. 

Keeping an eye on your backlink profile can signify the difference between thriving traffic or ranking suppression.

Even though Google claims it isn’t possible to suffer from a negative SEO attack, there have been enough reports to prove that it is, in fact, possible for your site to be negatively impacted.

The post How to audit your site’s backlink profile appeared first on Search Engine Land.

How to Find YouTube Keywords For Your Videos

Posted by on May 25, 2022 in SEO Articles | Comments Off on How to Find YouTube Keywords For Your Videos

Finding the right keywords to optimize your videos is key to your channel’s success. The correct use of keywords will help your videos rank higher in YouTube search results and get the attention they deserve. YouTube keyword research is the process of finding the actual terms people use to search for videos on YouTube. You […]

The post How to Find YouTube Keywords For Your Videos appeared first on reliablesoft.net.

The 15 Best A/B Testing Tools That Are Guaranteed to Boost Your Conversion Rates

Posted by on May 25, 2022 in SEO Articles | Comments Off on The 15 Best A/B Testing Tools That Are Guaranteed to Boost Your Conversion Rates

The 15 Best A/B Testing Tools That Are Guaranteed to Boost Your Conversion Rates

What is your website’s conversion rate? What about your paid ads, forms, and landing pages?

No matter your conversion rate, there’s a good chance it could be better.

That’s because user preferences change over time. People get burned out by seeing the same ads and images, and styles change. Even the platforms where users hang out can shift.

There’s only one way to know if your ad, landing page, CTA, or entire website could convert better—and that’s to test it.

According to Invesp, 71 percent of companies run at least two A/B tests a month.

However, only one in eight A/B tests drive significant change. That means a lot of companies are running A/B tests but not seeing results. A/B testing tools provide the framework and data you need to run better tests.

Why You Need A/B Testing Tools

A/B testing tools streamline the A/B testing process by making it easy to design, launch, and analyze tests. Is it worth the investment, though?

If you want to see real results with A/B testing, I strongly recommend using A/B testing tools. They can help by:

Tracking data: It can be hard to track clicks, conversions, and other significant KPIs. Many A/B testing tools track the data to ensure you have access to the information you need to make critical business decisions. They’ll even generate snazzy reports, so you look smart to your boss or clients.Protecting your SEO: A/B testing won’t impact SEO—if you do it correctly. A/B testing tools help ensure your tests don’t run afoul of Google’s rules.Automating testing: The more full-featured tools leverage automation to ensure testing is as efficient as possible. For example, automatically turning off ads that aren’t performing well, so you have more time to focus on running your business.Streamlining the test creation process: Creating A/B tests can be time-consuming. It’s easy to get caught up in the details (Should this button be blue or green? Is this CTA good enough?). A good A/B testing tool makes building, launching, and tracking your tests easier.Increasing your conversion rates: The most significant benefits of using A/B testing tools? They can help improve your conversion rates, lower bounce rates, and drive more sales. That’s because most offer recommendations based on AI or proprietary data.

If you’re still not sold, let’s look at how subscription-based mobile phone provider Ben used A/B testing to drive conversions.

Ben began offering its customers access to the latest mobile devices in addition to affordable data and voice plans. They wanted to make sure customers knew they could choose the color of their phone, not just the model.

However, the company wasn’t sure how to share that news with customers. Using VWO, they ran two tests—one with the color palette under the phone image, and another with a menu option alongside the subscription choices.

After running the test for two weeks, they found that allowing users to choose the color option alongside their plan increased conversion rates by more than 17 percent and reduced customer calls to change device colors.

One simple test resulted in a large increase in conversion rates. Now, imagine if you continually ran tests like this. A/B testing tools make that possible.

The Best A/B Testing Tools

There are a ton of options when it comes to A/B testing tools. In fact, the A/B testing software market is expected to be worth $1,151 million by 2025, which means finding the right tool requires sifting through dozens of options.

No single A/B testing tool will work well for all businesses. An enterprise e-commerce site, for example, has far different needs than a local plumbing company.

To help you find the right one, we’ve analyzed the top A/B testing tools to compare features, pricing, and ease of use.

1. Google Optimize: Free A/B Testing Tool With Solid Features

Pricing: Free

Google Optimize is Google’s free A/B testing tool. The platform integrates with Google Analytics, making it easy to see how changes have impacted site performance.

With Optimize, you can create, launch, and track A/B testing performance all in one tool. If you’re already using Google Analytics or other Google tools, it’s simple to launch and set up your first test.

Main features include:

Ability to run several types of tests, including, A/B, multivariate, split URL, server-side experiments, and personalization.Visual editor allows you to easily create tests.SEO features to keep your tests from impacting your ranking.Detailed reporting tools, including customizable reports and an experiment summary for a high-level or granular view of test results.Built-in or customized objectives to set goals for your tests.Experiment manager to see how tests perform over time and schedule experiments in the future.Integration with all other Google tools including Analytics, AdSense, and Search Console.

Getting started is easy. Simply head to the Google Optimize page and click “Start for Free.” Once you accept the terms and conditions, you’ll be prompted to create your first experience.

Select the type of test you want to run, choose the URL, and then design your test.

There are a few drawbacks to Google Optimize. For starters, you can only run five experiments at a time. A few reviewers say the A/B testing preview tool is difficult to use and has a few bugs, which is another thing to consider.

For smaller sites that don’t need to run more than a few tests at a time, however, Google Optimize is a solid option.

2. Optimizely: Paid A/B Testing + CRO Tool for Fast-Growing or Enterprise Brands

Pricing: Call for a custom quote. According to Capterra, plans start at $50,000 a year but may be less for smaller sites.

When it comes to full-features A/B testing tools, Optimizely is one of the best on the market. This powerful tool offers a wide range of testing and tracking features, including:

Ability to run A/B and multivariate testing.Advanced testing, including coding.Exclusion groups enable you to run multiple tests on the same page without impacting SEO or UX.Targeting and personalization dig deeper into the customer journey.Powerful visual editor allows marketers to create tests—no dev needed.Drag-and-drop templates to make creating tests easier.Detailed reporting tools to highlight which experiments impact performance.

Optimizely is powerful—but it can also be intimidating for first-time testers. If you don’t have a large site and haven’t run A/B tests before, Optimizely may be challenging to use. However, if you have a large site and want to dig deep into your data and find out what customers really want, it’s worth a closer look.

To get started, reach out to their customer support team. They’ll ask for information about your website and traffic and then explain the full scope of features. Their team can also provide a customized demo so you can see the tools’ true potential.

3. AB Tasty: AI-Driven A/B Testing + Experimentation for Enterprise

Pricing: Call for a custom quote. TrustRadius reports pricing starts at $40 per month.

AB Tasty is an AI-powered A/B testing tool designed to help your business drive more conversions while providing world-class UX. They are trusted by more than 900 enterprise companies, including Sephora, Papa John’s, Walmart, and USA Today.

While it might not be ideal for smaller sites, it’s a good fit for enterprise companies looking to improve A/B testing and run more out-of-the-box tests.

Core features of the platform include:

The ability to run A/B and multivariate testing on mobile, app, or desktop platforms.AI-powered targeting allows you to create incredibly granular segments based on user behavior.Drag-and-drop text editor makes it easy to test any feature of your site, from the navigation bar to coding.A broad range of goals including actions like demo requests, browsing behavior, and conversions.Bayesian statistics engine doesn’t just track tests; it helps you understand the significance of tests by offering gain probability and media value.

There are a few drawbacks. AB Tasty doesn’t currently offer heat map tracking, while Optimizely does. Personalization features are in a separate tool, so it could cost more. Since they don’t list pricing on the site, it’s difficult to say for sure.

They also don’t support testing for paid ads, while Google Optimize does.

Is AB Tasty right for you? I don’t recommend it for smaller sites or those just getting started. It’s a full-featured tool with tons of options and ways to test, so it’s a great choice for enterprise companies, especially those in e-commerce.

4. Apptimize: Omni-Channel A/B Testing for Mobile-Focused Customer Journeys

Pricing: Contact for custom pricing. However, they do offer a 30-day free trial.

Having an app is good for business. A recent study found that 57 percent of shoppers prefer shopping in an app over other channels. However, A/B testing on apps is more challenging.

If you have an app or a buyer journey that crosses platforms, Apptimize might be a good solution for A/B testing. Apptimize provides A/B testing tools for web, mobile, OTT, and in-store. They specifically focus on testing for companies with frequent product rollouts, such as software companies.

Is it the right fit for your business? If your customer journey crosses platforms, it’s a solid option. Features include:

Robust A/B, multivariate, split testing, including in-person, in-app, website, and mobile sites.Access controls and permissions limit who can make changes.Funnel analysis to see how your test impacts conversions and other goals.Activity dashboard to quickly see historical testing stats.

In addition to A/B testing tools, Apptimize offers features for workflow management to make the entire process smoother.

Overall, the Apptimize website is a little light on specific features, but they do focus on helping product teams test and personalize rollouts and manage new features.

If your goal is to figure out which color CTA button to use, this tool isn’t for you.

If you are constantly rolling out new features, want to better understand who your customers are, and want customers to enjoy a personalized experience across all devices, Apptimize is worth a try. Plus, they offer a free trial, so you can see if it’s a good fit.

5. Adobe’s Target Testing Tool: Full-Featured, Enterprise A/B Testing + Personalization Tool

Pricing: Contact for custom pricing. Plans vary based on product options, volume, and whether you need omnichannel testing. No free trial.

Adobe Target is a full-featured testing platform that allows businesses to test the entire customer experience, including images, copy, UI, apps, layout, background colors, and more. It can also test personalization’s impact, which is essential considering personalized CTAs convert 202 percent better than default CTAs.

Adobe Target includes:

Strong A/B testing features allow you to test just about every part of the user experience.Visual composer makes it easy to create and run tests.Multivariate and multiarm bandit testing to funnel traffic to the most successful experience earlier in the process.Easy to set up, guided workflow enables you to quickly set up, test, and launch.The ability to test on the client-side, server-side, or both.

Target also integrates with other Adobe products in Adobe Experience Cloud, so this is a great option if you’re using Adobe for analytics, insights, and content.

According to online reviews, Target is not beginner-friendly, so it’s probably not ideal for those just starting out. However, if you’ve used other A/B testing tools or are familiar with Adobe’s suite of tools, you likely won’t have any issues. Adobe also offers plenty of training modules to get you up to speed.

6. Intelligems: A/B Test Pricing for E-Commerce Stores

Pricing: Contact for pricing.

Most A/B testing tools focus on titles, headlines, and button colors. When it comes to driving e-commerce conversions, however, pricing can have a huge impact on conversion rates. Intelligems is an A/B testing tool designed for Shopify store owners to test pricing changes.

Does dropping your price a few cents impact conversions? What about raising prices? The only way to find the perfect price point is to test.

With Intelligems, you can easily test how pricing and features like Subscribe and Save impact LTV, checkouts, and long-term growth.

Features include:

Easy-to-use test creator so you can test and launch tests faster.Sophisticated data collection is turned into an easy-to-read data dashboard where you can see results at a glance.A flexible testing structure allows you to see how shipping, discounts, and pricing (or any combination of the three!) impact a range of data points.Expert recommendations ensure you develop a solid strategy based on expert insights.

This tool is relatively new but could be a game-changer for e-commerce stores. They are accepting suggestions for new features, so hopefully, they’ll expand testing options in the future.

7. VWO: Similar Features to Optimizely, but More Affordable

Pricing: Contact for full pricing, but Capterra reports pricing starts at $199.00 per month, which is far below Optimizely’s rate.

VWO is another full-featured testing tool similar to Optimizely and Google Optimize. If Optimize isn’t quite enough for your needs, but Optimizely is too pricey, VWO may be the perfect fit. It offers sophisticated testing funnels that are insanely customizable at more affordable rates.

VWO features include:

Create and launch tests for a range of tests, including A/B, split URL, multivariate, abandoned carts, and landing pages.Targeting based on audience, behavior, campaign, and context.Drag-and-drop test creator.Engagement tracking and goal setting.Customized visual reporting tools.Mobile website testing.

VWO also tracks more than just traffic and conversions. It also leverages advanced tracking methods such as heatmaps, pageviews, screen activity, and user interactions.

The platform offers three plans, with higher plans offering additional features like campaign scheduling and custom JavaScript targeting.

One drawback is the lack of data storage. Heatmaps tests, for example, only store testing data for 60 to 90 days according to some reviews.

8. Unbounce: Landing Page Builder With A/B Testing Tool

Pricing: Paid plans start at $90 a month for up to 500 conversions and 20,000 visits. Unbounce offers a free 14-day trial.

Most of the tools we’ve covered so far are stand-alone A/B testing tools. You add a tracker to your website, then you can build, test, and launch A/B testing.

Unbounce is a little different. It’s actually a landing page tool with A/B testing baked into its software. Want to test your PPC landing pages? Test the impact of personalization? You can do all that—and a lot more.

A/B testing features from Unbounce include:

Unlimited A/B tests on all landing pages.Easy-to-use test builder. Just duplicate your current page, change the elements you want to test, and launch.Performance comparison tool to determine which page wins out.A/B test sticky bars to determine which offers drive better results.Smart builder that creates landing pages in just a few minutes.

Compared to full-featured A/B testing tools like Optimizely or VWO, Unbounce definitely lacks features. However, if you already use Unbounce or are considering it for landing pages and sticky bars, the A/B testing features are a strong selling point.

Unbounce is also more affordable than other testing tools, making it ideal for dipping your toe into A/B testing.

9. Facebook’s Experiments Tool: Free Tool to Test Social Ads

Pricing: Free to test, though you will pay for ads.

Social media ads can drive conversions, build brand awareness, and drive traffic to your website. However, it can also be challenging to tell which headline, offer, CTA, or image is responsible for driving clicks (and conversions).

When you consider the average conversion rate for Facebook ads is 9.21 percent, it’s clear there is plenty of room for improvement.

Recently, Facebook launched their Experiments Tool, designed to make it easier to A/B test paid ads on the platform. Brands can test campaign groups, campaigns, or ad sets against each other and easily see which performs better.

To get started, create your Facebook ads first in Meta Business Manager (aka Facebook business manager). Then, head over to Experiments Tool. Click Tests to get started and then select A/B test.

You’ll be prompted to select the ads you want to A/B test, schedule your campaigns, and name the test. You can also determine how Facebook should choose a winner based on key metrics like cost per result, cost per conversion, cost per 1,000 people reached, and cost per purchase.

When you’re done, it will ask you to review your testing parameters before launching your test.

This tool is important for two reasons: First, it’s straightforward to use, which isn’t the case for some of the more full-featured A/B testing tools. It’s also one of the few tools that allow you to A/B test social ads to optimize performance.

Currently, the tool doesn’t appear to work on Instagram, but hopefully, they’ll add that feature.

10. Ominconvert’s Explore: CRO + A/B Testing for E-Commerce

Pricing: Plans start at $167 per month.

For e-commerce, A/B testing is about more than testing CTA button copy or seeing if a top sticky bar converts better than a bottom sticky bar. It’s about pricing, product pages, images, mobile vs desktop, and so much more.

While most tools on this list work in any industry, Ominconvert was built with e-commerce sites in mind. Features to check out include:

Ability to test more than one website at a time.Fast, professional support with a four-hour response time.Advanced segmentation using JavaScript, cookies, UTM parameters, data layer attributes, and more.Exit-intent and triggered overlay testing.A/B and personalization testing dig deep into the customer journey.CDN cache bypass using a dedicated browser extension.

You can also set and track as many goals as you want and gain insights into why specific tests aren’t working.

It’s worth noting this is not a tool for beginners; it can be code-heavy at times and requires a pretty decent understanding of your site’s backend. However, it’s also affordable at $167 per month. Ominconvert is used by several powerful brands, including Samsung and ING, so they definitely know their stuff.

11. Nelio A/B Testing: Powerful A/B Testing Plugin for WordPress

Pricing: Plans start at $24 per month for up to 5,000 views.

More than 455 million websites use WordPress—and you might be one of them. If you’re looking for an A/B testing tool that plays nice with the most popular CMS on the market, you’re in luck.

Nelio AB offers powerful A/B testing tools right in your WordPress dashboard. No more switching tools, integrating a dozen platforms, or getting lost trying to figure out how to set up a split test. Instead, you can click and install Nelio AB in just a few minutes.

Here are a few features Nelio AB provides:

Unlimited experiments to test pages, headlines, menus, themes, CTAs, widgets, and more. Pretty much any part of your WordPress site can be tested and improved.No technical knowledge is needed. You don’t need to know how to code, how to read Java, or even what makes a test statistically significant.Easy-to-read reporting tool provides insights and results with the click of a button.Test finer details of your site using CSS testing (if you’re into that kind of thing).Track how users navigate your website using heatmaps, scroll maps, and confetti.Define goals and conversions to track what actually matters on your site.Integrate with most of your other plugins, including JetPack, W3 Total, and WooCommerce.

While it’s missing some advanced features (like detailed segmentation), it still offers plenty. The fact that it lives in WordPress makes it convenient to use.

12. Freshworks: A/B Testing for Multichannel Engagement + Automation

Pricing: Free for up to 100 contacts; paid plans start at $19 per month.

Want to improve conversion rates? Personalization should be part of your marketing strategy. According to Salesforce, 66 percent of customers expect companies to understand their needs and expectations.

Freshworks can help you provide the custom experience your customers crave. It’s not an A/B testing tool; rather, it’s a CRM with built-in automation features, including A/B testing, split testing, and segmentation.

In addition to running tests, Freshworks also provides:

email marketing campaignslanding pagesevent trackingmarketing reportschat campaignsCRO testing

Freshworks also offers A/B testing features such as split URL testing, landing page optimization, segmentation, and detailed reporting. While the tool lacks more advanced features like heatmaps, its built-in A/B testing features make it worth a look, particularly if personalization is important to you.

13. A/B Testing Significance Calculator: See How Much Different Tests Impact Sales

Pricing: Free.

A/B testing tools offer a ton of data. Unfortunately, understanding the data can be a challenge. Is Test A actually better or did it just get more traffic? Do you even have enough traffic to make a decision?

That’s where my A/B testing calculator comes to the rescue. Plugin your test results, and see exactly which landing page, CTA, headline, or website drives better results.

With the click of a button, you can see how much impact your recent test had on sales. Want to check the result of a multivariate test? Click the “Add Another Variation” button to see how three, four, or more tests stack up.

14. Title-Generator.com: Title Generator to Find New Titles or Headings to Test

Pricing: Free.

Testing titles and headlines is a sure-fire way to increase conversions and make sure blogs, landing pages, email, and web pages perform well. Coming up with snappy new titles, however, can be a challenge.

That’s where a title generator tool comes in handy. Simply input your main keywords and the tool will generate a list of 700 headlines.

Review the list, decide which fits your content or ad the best, and add it to your A/B testing workflow.

As you can see from the image above, many are adjustable based on the content, so use these as inspiration, not set headlines you have to use.

15. Ad Headline Idea Generator: Free Tool to Generate Paid Ad Headlines to A/B Test

Pricing: Free.

When it comes to paid ads, there are several areas to test—the headline, image, ad copy, and landing page. If you have trouble coming up with different ad headline options, this tool can help.

Inkforall’s Ad Headline Idea Generator uses AI to generate ad headlines and copy. Simply enter your current ad, log in via Facebook, Google, or Microsoft, and the tool will generate a new ad using the information you’ve provided.

While the AI isn’t perfect, it’s an easy way to find new ad formats to test. I do recommend reading and editing the AI generation—they definitely aren’t perfect. If you’re struggling to develop different ad versions to test, this tool is good for inspiration.

A/B Testing Tools Frequently Asked Questions

How do A/B testing tools work?

A/B testing tools generally offer a visual interface and tracking features to help businesses set up, run, and track the performance of tests. Most tools require you to add a tracking pixel to your website to track test performance.

Can you do A/B testing on social media?

Yes, but it requires a different setup than A/B testing on your website. Most social platforms support A/B testing on ads in their business center where you can test ad creatives, copy, or images.

You cannot A/B test post engagement or conversion directly. However, you can test social traffic impact by using A/B testing on your landing pages.

How do you get started with A/B testing?

The first step of A/B testing is goal setting. What do you hope to improve? Do you want more traffic, higher conversions, more social engagement, or something else? Then, make a hypothesis to test.

What elements should you A/B test?

Simply put, any elements! Do you think changing the CTA will improve conversions? Do you want to see if a different landing page image will increase demo sign-ups? Once you know what you want to test, choose one of the A/B testing tools from the list above and launch your test.

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“@type”: “Answer”,
“text”: ”

Simply put, any elements! Do you think changing the CTA will improve conversions? Do you want to see if a different landing page image will increase demo sign-ups? Once you know what you want to test, choose one of the A/B testing tools from the list above and launch your test.


}
}
] }

Conclusion: A/B Testing Tools

A/B testing is the cornerstone of building an effective digital marketing strategy. These 15 A/B testing tools will help you build, launch, test, and record the results. If you’re just getting started with A/B testing, you can’t go wrong with Google Optimize. It’s easy to use, works with other Google tools, and allows you to run up to five tests at a time.

If you need more features or want a tool that does more than just run A/B tests, one of the other tools on this list might fit your needs.

Did your favorite A/B testing tool make the list? If not, share it in the comments.

YouTube SEO in 5 minutes

Posted by on May 24, 2022 in SEO Articles | Comments Off on YouTube SEO in 5 minutes

We’ll start with a brief summary of YouTube ranking factors. Next, we’ll make a best-guess assessment of how they break down from a practical standpoint.

YouTube ranking factors

There are two core overarching groups into which YouTube ranking factors fit: relevancy and authority.

Relevancy

Transcripts and Visuals

YouTube and Google have two main tools for working out the content of a video. First, the transcripts (both automated and manually uploaded). And second, the visuals from the video frames. The latter is parsed with machine learning that interprets what’s shown.

These tools are steadily becoming more accurate over time. As of 2022, you can largely guarantee that algorithms will get the gist of what’s included in your content without a huge amount of extra work. All you can do, is offer the most accurate possible picture, with accurate transcripts, and ensure your videos are shot well.

Titles

Your video titles are primarily there to attract clicks from users across the YouTube platform. But they also serve as an indicator of the video’s topic, and for which terms it would be appropriate to rank. 

While YouTube titles should be considered more analogous to H1s than meta titles, it’s nevertheless helpful to have an understanding of the broad keywords your videos are trying to rank for. And to ensure they appear somewhere in the title.

Descriptions

YouTube descriptions are where you can include all relevant supporting information about a video. This may include links to external resources, hashtags, and video chapters with the “key moments” feature. YouTube and Google do parse the description of your video. Studies even suggest that videos with detailed descriptions tend to rank higher than those without one.

Hashtags

Hashtags can be included within a YouTube description. They form an increasingly important method of navigating and locating content. If you want to use them, make sure you include appropriate ones. This will increase the overall number of impressions your videos can get from hashtag pages.

Note: Don’t confuse hashtags with YouTube Tags. YouTube Tags is a largely redundant feature that sits in the backend of YouTube creator studio.

Recency

Broadly speaking, YouTube will tend to preference newer videos over older videos. This is particularly true for certain queries, which are likely treated with something akin to a QDF (query deserves freshness) treatment. If you’re trying to rank for a competitive term with a video that’s three years old, we suggest you refresh and republish the video.

Authority 

Quality views

While many companies try to increase their YouTube authority by spending loads on ads to increase view counts, this doesn’t directly help rankings. That’s because the number of high-quality views matters more than the raw view count. But what are high-quality views? They are from genuine, engaged users who watch a significant portion of your video.

There isn’t an easy way to achieve high-quality views. You simply have to work hard to build up a subscriber base and an engaged audience. If you have managed that, then anything new you launch is likely to have a good number of quality views out of the gate.

Retention

Retention refers to how much of your video users watch on average before they get bored and click on something else. But it’s especially important to note how well your video performs in comparison to similar-length videos on a similar topic. So, what are ways to improve your retention? For example, have a compelling start to your video. Promise value to your audience, then keep them hooked with good pacing.

Impression click-through rate

If your video shows up on YouTube’s discover page and a lot of people click on it, your click-through rate will likely be good. In other words: click-through rate (CTR) measures the rate at which users click to watch your video whenever they are presented with it. What’s more, if more people click on your video than other videos, your view count increases and the algorithm understands that your video is a good result for the query.

So, how do you make sure people click on your video? Try to create compelling thumbnails and titles for your videos. And don’t be afraid to switch it up and try something new. You need to find out what catches your audience’s attention.

Channel factors

Authority also has a big impact on how likely a video will rank. If you’re starting fresh, it’s very hard to compete with a channel that generates a large number of views with every video. Especially if they publish a similar video.

But what defines channel authority? Broadly speaking, channel authority is determined by the average quality of the channel’s content (i.e. quality views and retention rates for each video) and the number of active subscribers. If your channel gets a lot of engagement with each new video, it’s much easier to get your new content to rank for relevant queries.

YouTube optimization

Now you know all the ranking factors. But how can you put this information into practice?

Step 1 – clear out the clutter

YouTube is as much a social network as a search engine. It shouldn’t be treated as a repository for all your video content. Instead, think about it like a store. You don’t want your showroom to be your stockroom, so don’t show your audience a muddled and confusing display. Instead, present a few things beautifully! You will probably generate more revenue.

Unlist videos

To give your best work the chance to shine, prune out the lower-quality videos by marking them as “unlisted”. If you’re not sure which to unlist, look for videos that fall into one (or all!) of these three camps:

Videos that don’t really work for YouTubeVideos that generate low amounts of views from Google Search or the YouTube platformVideos with low retention rates

Let’s look at all three in more detail.

1. Videos that don’t really work for YouTube

These can be videos that require a lot of additional context to be understood. For example, sales videos, product support videos, and customer case studies don’t tend to work that well on YouTube. They’re better off unlisted, so they don’t appear when users are browsing through your channel.

2. Videos that generate low amounts of views from Google Search or the YouTube platform

If all your views come from external sources, then you’re not getting much value from having the videos on YouTube. If your audience doesn’t find these videos through YouTube search, YouTube suggested videos, or Google search, it’s better to unlist them. This way, your best and most compelling content can rise to the top.

3. Videos with low retention rates

Heads up, the next advice might sound harsh. If your videos have low retention rates, this generally tells you that the video is bad. Do make sure to compare your performance to other videos of a similar length. However, if your average retention is less than 30% for a video shorter than 10 minutes, you probably need to consider removing it. You can recut it and upload it again. Especially if you think there is still value in the topic, and a high search volume for the appropriate keywords.

Step 2 – Upload proper transcripts for all your videos

Though YouTube’s automated transcripts are better than they used to be, it’s still better to upload your own. Why? Because the tool can make mistakes. So, if you want total accuracy, it’s better to provide the transcripts yourself.

Additionally, if you are targeting more than one in-language market, uploading international transcripts can massively improve your visibility for searches in those languages.

Step 3 – Clean and improve your titles

Most YouTube titles are too long. This is probably because they try to replicate the style of web page meta titles. Generally, YouTube titles should be no longer than 50 characters. And they shouldn’t include things like pipes or hyphens followed by the brand name. Your channel name already indicates your brand in YouTube search results.

So, what should you include? Consider using words that promise value. You can also hint at what users are likely to find when they click on your video as opposed to others.

Step 4 – Improve your descriptions

Descriptions should have four elements: supporting text, supporting links, hashtags, and timestamps (key moments).

The supporting text works best when it serves the need for additional context, and helps direct users towards a greater understanding. Don’t put a great wall of text in your description. And stay away from generic boilerplate sentences about your business. Instead, explain what your video is about, when and where it was shot, and what users can expect to take away.

After the supporting text, you can include the timestamps that indicate key sections of the video. Next, offer three to five hashtags (maximum), which are then followed by links to other videos and appropriate external pages.

Step 5 – Work out your best thumbnails and iterate

Broadly speaking, thumbnails that perform well have bright, high contrast colors, and include a face. Unfortunately, there is no absolute blueprint for the best kind of thumbnails. So, how do you know what type of thumbnail works best for you?

The most appropriate metric to measure the success of any thumbnail is impression click-through-rate. You can find these stats in YouTube analytics. Simply look which videos have the highest impression CTR and see if you can discern uniting factors.

Once you’ve determined the style that seems to be working best, try to apply that style to all of your existing and new content. Tip: codify this style into a style guide. This will help you be consistent with your thumbnails! However, do try to change it up over time. See if the old style still works best or if another style attracts more clicks. And always keep an eye on your impression CTR.

If you can apply all of the above, you’ll be on your way to many more views in no time!

The post YouTube SEO in 5 minutes appeared first on Yoast.

Google Ads bug inflating some cost-per-click (CPCs) for non-US campaigns

Posted by on May 24, 2022 in SEO Articles | Comments Off on Google Ads bug inflating some cost-per-click (CPCs) for non-US campaigns

Google Ads has a bug of some sorts impacting some a “subset of non-US campaigns” where cost-per-click amounts are incorrectly inflated, the company posted.

The notice. Google posted this notice about 30 minutes ago:

We’re aware of a problem with Google Ads affecting a significant subset of users. We will provide an update by May 25, 2022, 1:00 AM UTC detailing when we expect to resolve the problem. Please note that this resolution time is an estimate and may change. We’re aware that a subset of non-US campaigns are affected by a technical issue causing cost-per-click (CPC) to be incorrectly inflated. We are working to resolve this issue.

Seeing inflated costs. If you are seeing inflated CPCs and costs on your non-US campaigns, do not worry, Google is aware and working on a fix.

It is not clear if this is a reporting issue or an issue impacting your budgets. Either way, you should ask for refunds after we learn more about the underlining issues.

Fix coming. Google has not posted an estimated time for when this will be resolved but Google will provide and update within the next 12 hours or so.

Why we care. If you are running campaigns outside of the US and you notice CPC inflation, you are not alone. Google is aware and will fix the issue – so no need to panic. Stay tuned as we provide more updates as they come in.

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4 elements of good content, according to Google research 

Posted by on May 24, 2022 in SEO Articles | Comments Off on 4 elements of good content, according to Google research 

Good content, above all, is all about the story.

That’s according to new research from Google and Talk Shoppe, a research agency. Google wanted to find out how viewers determine the quality of content. 

Why we care. While the findings of Google’s research are geared toward visual content (specifically: YouTube), the broad lessons can be applied to any type of content you create. 

Good content has four elements:

1. Relevant. People want content relevant to their interests. But they also want content that is created by approachable and relatable creators. 

Key stat: 80% of people are more open to advertising or branded content when the content is relevant to them. 

2. Intellectual. People want content that introduces them to new things. This includes brands.

What types of content? It could be an educational series, a how-to or a product review.

Key stat: 88% of people said YouTube helped expand their perspectives or ways of thinking.

Is this statistic in conflict with the first stat? Yes, at least partially. But the use of the word “intellectual” may be the issue. 

Many people seek out content that reinforces things they already believe, regardless of the level of “intellect.” That’s why over the past decade there have been so many concerns around filter bubbles and what engagement-driven algorithms recommend to us. 

3. Sensorial. Good storytelling is all about the details. For video specifically, people said “unique storytelling or production” can be more stimulating than “cinematic quality.”  

Key stat: 94% of people said good content tells a good story. Another key stat: 92% of them say good content is produced with thought and effort. 

What it means: content doesn’t have to be perfect. But your content should always be authentic, be useful/helpful, have a purpose and tell a story. 

4. Emotional. Most people want a content experience – something that makes them feel something – or even multiple emotions (though it failed to specify whether positive or negative emotions made a difference). 

Bonus: if you can achieve this with your content, this can help create a deeper connection with your audience. In other words, content that wins peoples’ hearts should translate to greater loyalty.

Key stat: 85% of people said good content makes them feel something emotionally. 

The full story. You can view the research, which was created as a visual story, on Think With Google.

So is that all that makes content good? No. In fact, it really depends on who you ask.

For this research, Google asked content consumers.

But ask someone on the SEO/marketing/creator side, typically metrics determine whether something is “good.” 

In other words, all that matters is how the content performed. Was your content consumed or ignored?

To figure that out, we look at things like:

Number of pageviewsTime on pageNumber of linksOrganic visibility / rankingOrganic trafficClick-through rateEngagement (comments, shares)Bounce rateLead generation / task completion (e.g., add to cart, subscribe, content download, book an appointment)

But we all know that not every piece of content succeeds. Most content won’t do huge numbers. You probably can think of “good” content you’ve created that failed to do great numbers. 

Does that mean the content isn’t good? No. It just means the content failed.

Need help creating good content? Check out these resources:

Why good content costs serious moneyWhat is quality content?Content & search engine success factors

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SEO for Directory Websites: Name Consistency Theory

Posted by on May 24, 2022 in SEO Articles | Comments Off on SEO for Directory Websites: Name Consistency Theory

SEO for Directory Websites: Name Consistency Theory

TL;DR – Local SEO Guide recently conducted research on three local business Directory websites. Our goal was to find new ways that directory websites could increase rankings and visibility with the traffic generated from user searches for listings in the respective directories. We found that directories that matched their title to the listings’ GBP had a 47%-65% improvement in their ranking position.

If you are a directory website that’s looking to expand your reach in search, then we’ve got some research that should impact your strategy. Our recent case studies suggest that Local directories are missing opportunities to improve local SEO and the position of directory listings results in Google search.

Contents:

What is Name Consistency Theory?
History and Background: Name Consistency Theory
The Case Study Findings
Why do the business listing names NOT match?
How to prioritize your local SEO strategy & fix this issue 
Applications for Different Verticals

What is Name Consistency Theory?

If you missed the LinkedIn Livestream about Name Consistency Theory, don’t worry, we’ll cover the important details. If you prefer, you can also get the recap by watching the full video below and/or following although with the slides.

Name Consistency Theory Findings – Local SEO Guide.pptx from Andrew Shotland

 

Basically, the theory is that: 

A portion of directory traffic is organic traffic driven by Google queries for a specific business location & their information.
Directories that have mismatched information in the title for page listings vs what Google has listed in the Business’ GBP could not be ranking well or have poorer rankings due to this outdated or incorrect data being referenced.
Online Directories can therefore optimize local SEO SERPs by ensuring that their directory listings have business information that matches–as closely as possible–with the Google Business Profile listing. 

Not too much of a stretch, right? The central idea is that Google understands the search queries to be more relevant–one of its local ranking factors–for the user when directory page listings contain information like the Name, Address, & Phone Number (NAP) that is consistent with what the business reports to Google.

And, because the directory’s listing is deemed more relevant by Google’s algorithm that can increase its ranking and visibility for associated searches because Google understands the entity to be associated with the GBP when the titles match.

History and Background: Name Consistency Theory

The VP of SEO Services, Karl Kleinschmidt, started this research in the early months of 2022. Initially, Karl noticed a key association between two key elements for one business directory client which were:

The titles of local business listings
Google Business Profile Knowledge Panel titles

There appeared to be a positive association between the ranking for listings where these elements were congruent. This led him to dig deeper into how titles affect Google’s understanding of the relevance and the ranking of directory pages in Google search results.

The initial results were encouraging. On average, the listings that were a match tended to do much better than those that didn’t match the title for both listings.

The Case Study Findings

In the first directory alone, LSG found thousands of opportunities where the information found on the Google Knowledge panel didn’t match the information in the directory. 

In all 3 directories that were studied, several thousand listings did not match the GBP listing name.
The directory sites were unaware of the scale of mismatching titles, their importance, and the impact it was having on their organic traffic.
In one case, there was a 65.09% improvement in the average ranking from listings that matched the least with those that were an exact match.
In another case study, fixing the matching titles could increase the average ranking of listings by 10 positions.

Name Consistency Impact

The findings could be very impactful on the ability of different directories & businesses to seize new opportunities to rank better. The data so far suggests that there are few directories & businesses who are concerned with this and it’s costing them visibility across thousands of locations.

In our case studies, we bucketed how closely GBP listings matched the directory listing name in the following manner:

Doesn’t = 0% – 33%
Some = 33% – .65%
Mostly= 66% – 98%
Almost Completely = Greater than or equal to 99%
Completely = 100% [Exact Match]

The data stacked up in a predictable way based on what we’d seen so far with name consistency and ranking. That is to say that it ranked comparatively worst, on average, the less the names matched across both listings.

Case Study #1 – A Local Services Directory

48.53% improvement in ranking position when they were an exact match.
8 position improvement in ranking with titles that matched
More than 2 position improvement when the page listing contained the GBP title 

In the first case study LSG examined 7,500 Google Listings from a Local services directory. The difference in ranking between the listings whose titles were an exact match (“Completely”) and those that match the least (“Doesn’t”) was significant. We found a 48.53% improvement in ranking position when they were an exact match. 

Listings that matched between 0% – 33% (“Doesn’t”) had an average ranking of 16 on Google when the name of the listing was searched. The average position for listings that completely matched (“Completely”) was in the 8th position. 

That’s 8 position difference!

When looking at whether the directory page title simply contains the Google Business Profile (GBP) listing title, there was also a difference in ranking–more than 2 positions. So, while an exact match seems to be better it’s possible to see an increase in ranking by just making sure the GBP title is in the page title. 

On the Y-axis, you can see the respective average rankings with: 

Position 16.30 for page listings that didn’t contain the GBP title in their title
Position 14.11 for  page listings that had the GBP title totally contained in the page title  

This represents a 13.43% improvement and 2 position changes between the SERP rankings when the GBP title was fully contained in the page title.

Case Study #2 – Healthcare Aggregator Site

47.17% change in ranking position when they were an exact match.
19 position improvement in ranking with titles that matched exactly
More than 10 position improvement when the page listing contained the GBP title

In the second case study we looked at a director in a different industry to see how they compared. We looked at 171 Google Listings from a Healthcare aggregator this time.

When looking at the page titles that were an exact match we found they had an average ranking of 21.62. Those that matched the least stood at position 40.93 and those that “mostly” matched (66% – 98%) had an average position of 32.28. 

We also looked at how the pages ranked when they simply contained the GBP title. On the Y-axis, you can also see the respective average rankings: 

Position 29.54 for page listings that didn’t contain the GBP title
Position 19.48 for those that had the GBP title totally contained in the page title  

This represents a 34.05% improvement, and 10 position changes between the SERP rankings when the GBP title was fully included but not an exact match.

Case Study #3 – National Business Directory

65.09% change in ranking position when they were an exact match.
6 position improvement in ranking with titles that matched exactly
3 position improvement when the page listing contained the GBP title

In the third and last case study we looked at 569 Google Listings from a National Business Directory. The results were congruent with the previous case studies. 

On the Y axis, you can see the respective average rankings with: 

Position 9.31 for listings that didn’t match 
Position 3.25 for those that were an exact match

This represents a 65.09% improvement and an average 6 position change between the SERP rankings.

Once again we examined how the pages ranked when they simply contained the GBP title. On the Y-axis, you can see the respective average rankings with: 

Position 6.04 for page listings that didn’t contain the GBP title 
Position 3.33 for those that had the GBP title totally contained in the page title  

This represents a 44.86% improvement, and 3 position changes between the SERP rankings when the GBP title was fully included but didn’t exactly match.

Why do the business listing names NOT match?

The most common reasons we found for the incorrect listing information included:

Changed the listing
Outdated data
Wrong data source
Could be an indexing issue

How to Prioritize your Local SEO Strategy

One of the ways to prioritize the business listings & locations to focus on first is to consider which would have the most significant impact. Unsurprisingly, these are the business listings that have names that match the least with the associated GBP name.

You may want to reach out to the business to help determine if a change is needed in the GBP name or if the directory listing name should be updated. The decrease in ranking is a missed opportunity for them to gain more traffic as well as increase their ranking for their pages.

Applications for Types of Businesses

This is not just an issue for directory sites–although they certainly would benefit from fixing their listings and getting more visibility for their listings–all businesses that use directories should be conscious of this opportunity. For example:

Multi-location businesses can use this to ensure there is accuracy in their local listings matches.
Any enterprise-level business with Google Business listings would also be impacted by reduced rankings if the listing names in directories don’t match.

Final Thoughts

There are plenty of opportunities to edge out your competition & increase your rankings by investing in this competitive advantage–one that too few are taking advantage of at the moment. If you are interested in learning more about this strategy or want to chat about opportunities to improve your listings and/or business rankings, you can drop us a line below.

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7 updates coming to Google Performance Max campaigns

Posted by on May 24, 2022 in SEO Articles | Comments Off on 7 updates coming to Google Performance Max campaigns

7 updates coming to Google Performance Max campaigns

Seven new updates – the most interesting being the ability to optimize for in-store sales – are coming to Performance Max (PMax) campaigns.

Performance Max, Google’s newest campaign type, is a major focus of this year’s Google Marketing Live. Here’s a recap of all the announcements related to Performance Max from Google’s event, as well as one update Google shared exclusively with Search Engine Land.

In-Store Goals. Google has been steadily rolling out Performance Max changes for online optimization since inception, and now it’s time for a local add-on.

PMax campaigns will have the ability to optimize toward store sales goals to drive more in-store sales, store visits and local actions.

These additions will now give brick-and-mortar businesses a reason to test Performance Max campaigns in their accounts.

Optimization score for Performance Max. This addition has Google doubling down on automation by placing automated optimization tips in their most automated campaign type.

The example provided gives advertisers the helpful recommendation of optimizing for new customer acquisition. This is rolling out now globally.

Burst Campaigns. A new “burst” feature within Performance Max campaigns will work in conjunction with in-store goals and will allow advertisers to advertise for a set timeframe to hit in-store goals. If users have in-store goals configured, they’ll be able to boost seasonal in-person traffic.

Additional Insights and explanations. Advertisers will be receiving more intelligence on their Performance Max campaigns thanks to expanded insights.

These include consumer, audience and auction insights within Performance Max campaigns. While this data may not be able to be acted upon due to the nature of the campaign type, it will show users what is driving performance.

Performance Max experiment tools. Yes, at the event “Performance Max” and “experiment” were used in the same sentence. But, no, experiments are not coming to Performance Max campaigns.

These are “Experimentation tools” to show how PMax can drive incremental conversions from your existing Google Ads campaigns.

While this may sound ideal, advertisers should proceed with caution. Instead of an apples-to-apples comparison, these tools will take existing “comparable campaigns” and layer Performance Max on top with the goal of showing how much lift could be seen.

The comparable campaigns are currently fixed, so advertisers cannot control the ‘control’ in this experiment. PMax campaigns can include branded/competitor/remarketing audiences which many times have favorable CPA/ROAS.

Knowing that there is no meaningful data provided by Performance Max campaigns, one should be diligent in measuring where the additional volume is coming from and if it is incremental.

Finally, these experiments are for non-retail campaigns and are in open beta for advertisers globally.

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More availability and access. Advertisers using the Google Ads app or Search Ads 360 will now be able to manage Performance Max campaigns. PMax campaigns have had less access reporting availability since rollout, but Google has been quickly patching these holes. This patch will allow for Google Ads App users and Search 360 to test as well.

Performance Max for Hotels
Another update will be hitting Performance Max campaigns in the second half of 2022, is the addition of hotel advertising. The expansion will allow hotels to leverage Performance Max to promote properties across all Google channels including property-specific queries on Search.

Hotel implementation in PMax will feature pre-populated asset groups for all hotel properties and the images, descriptions and videos will be auto-generated. Advertisers will have the ability to review and edit these property assets as well.

Why we care. These new additions should give advertisers a bit more data and options for these automated campaigns. Heading into the holiday season, these in-store goal enhancements mixed with burst campaigns may give stores a temporary way to boost volume.

It should be noted that the experiment tools are unlike traditional experiments in Google Ads. They will not allow Performance Max campaigns to be tested against each other, but rather as an additive to “comparable campaigns” in your account, so use with caution. These experiments may look more like a Performance Max sales tool than a true A/B test, but we’ll all know more once we are able to evaluate hands-on.

More from Google Marketing Live 2022:

Google Marketing Live 2022: Everything you need to knowGoogle shopping ads get a ‘swipeable’ makeover

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Google shopping ads get a ‘swipeable’ makeover

Posted by on May 24, 2022 in SEO Articles | Comments Off on Google shopping ads get a ‘swipeable’ makeover

Google today is announcing a big visual change to apparel searches – one which will create a unique blend of Google Ads advertisements and organic listings.

If you’re a retailer running shopping ads, this is one update you need to know about. Here’s what Google is announcing today at Google Marketing Live.

New swipeable shopping feed on search. Organic results will be joined by shopping ads in one larger swipeable visual feed. Here’s what it looks like:

Google has been working to incorporate a more visual display for apparel queries on mobile since September. But shopping ads have still been displayed in the same fashion.

These new ad formats will be available via Search or Performance Max campaigns and all of the imagery will come from advertiser-provided assets for apparel queries.

“These will be clearly labeled as ads and will be eligible to appear in dedicated ad slots throughout the page. We’re also rolling out new ways to showcase multiple product images within Shopping ads in the U.S., along with information such as product descriptions, reviews, and product availability, with no further action required of advertisers,” Google told us.

This will be rolling out to advertisers later this year for relevant apparel queries.

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Why we care: A bigger, bolder ad type that is mixed with organic results will help all retailers. The ability to swipe for more information adds a level of interactivity and the combo of organic plus ads should help keep searchers engaged and active. This should be a welcomed improvement and will hopefully move to more verticals in the future.

More from Google Marketing Live:

Google Marketing Live 2022: Everything you need to know6 updates coming to Google Performance Max campaigns

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3 changes coming to Google Ads audience features

Posted by on May 24, 2022 in SEO Articles | Comments Off on 3 changes coming to Google Ads audience features

3 changes coming to Google Ads audience features

Google Ads is reminding advertisers about some changes to its audience targeting and reporting features. These changes, which were shared via email with advertisers, are fairly minor and some have already started rolling out to accounts. 

Reuse audiences. Advertisers will be able to reuse audiences across campaigns. When you build an audience to use in a campaign, Google Ads will save it so you can use it again in a future campaign.

This feature is now available for use as an audience signal on Performance Max and is coming soon to Discovery, Video Action and App campaigns. The ability to reuse audiences will be expanding to more campaign types in the coming months, according to a tweet from Ginny Marvin, Google’s ad products liaison. 

New terms. Google Ads is renaming some key terms in your audience report and throughout Google Ads. You may have seen this already in some accounts.

For example, Audience types (e.g., similar, custom, in-market, affinity) are now audience segments and Remarketing is now Your data. Here’s the full list of name changes:

New audience reporting. Google is consolidating audience reporting into a new Audiences tab. Located in the left-side navigation menu, you’ll find reporting about demographics, audience segments and exclusions. Google said this is a “simplified view” of all the same reporting features. This is another change you may have seen already in some accounts.

Why we care. Instead of rebuilding audiences manually in each campaign, new reusable audiences will allow advertisers to save time while keeping targeting consistent across campaigns. The experience should be similar to how custom segments act currently, where once an audience is created, it can be applied to any campaign instead of manually checking off types in each campaign. Changes to the audience segments will then be distributed to all campaigns targeting the audience segment. 

Here’s the email from Google, shared on Twitter by @PPCGreg:

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