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4 ways to optimize your responsive search ads

4 ways to optimize your responsive search ads

Google’s responsive search ads (RSAs) have existed alongside the original expanded text ads (ETAs) since May 2018, giving marketers more formats for their campaigns. Since then, RSAs have not only become the default, but are set to be the sole text ad format going forward.

“As we’ve suspected, RSAs will become the only ad format that you’re going to be able to use, at least as far as a plain text ad,” said Frederick Vallaeys, co-founder and CEO of PPC management software company Optmyzr, in his session at SMX Next.

Marketers would be wise to start optimizing RSAs to stay ahead of their competitors. Here are four tactics Vallaeys recommends marketers use to improve their effectiveness.

Use more headline variants

Headline variants can allow marketers to use more keywords, which can enable their RSAs to reach more potential customers.

“If you give Google more variations then the CTR goes up because they’re able to show the right ad to the right user at the right time,” said Vallaeys.

However, spikes in CTR don’t necessarily correlate with increased conversion rates. Data shows they actually decrease with more headlines.

Image: Frederick Vallaeys

Fortunately, adding more headlines also increases total impressions as it gives Google more flexibility to create the ideal ad for each situation, leading to more impressions per RSA.

Image: Frederick Vallaeys

“Conversion rate seems to go down the more variety you introduce,” Vallaeys said, “But at the end of the day, the thing we care about is impressions and conversions per ad unit.”

“We recommend taking full advantage of all the flexibility Google gives you, using those 15 headline variations and all the descriptions as well,” he added.

Analyze asset labels

Google Ads’ asset labels show which assets are performing well and which assets you should replace after the RSAs serve. Vallaeys recommends watching these assets for two weeks, then replacing those that are underperforming.

Image: Frederick Vallaeys

“This is when you open up your RSA and you look at the different headlines and description lines,” said Vallaeys.

“This label they [Google] give you is based on actual performance,” he added, “So it’s a good thing to optimize against.”

Review combination reports

The combinations report show marketers what ad combinations are served up most often. These can provide marketers with insights into how Google’s optimization algorithms are working — and whether any mistakes have been made.

“It’s a good thing to look at to make sure there’s no crazy ad text combinations,” Vallaeys said. “If you’ve used a number of headlines, Google could put it together and all of the sudden it says something you’re not happy with. This is a great place to see what are the most common combinations of ads that Google serves.”

Image: Frederick Vallaeys

The assets in these reports should be reviewed to see how many impressions they’re receiving as well. If certain assets receive low impressions, it might be time to replace them.

Put smart bidding automation in place

Marketers should combine automation to help prevent ads from showing up to the wrong groups, Vallaeys says.

“If you’re doing manual bidding and letting Google show your RSAs to less-likely-to-convert audience members, then that’s problematic because your manual bids are not going to handle that,” said Vallaeys.

“But if you combine smart bidding with Google automatically showing the right ad — even doing a little bit more broad match — you can get good results,” he added.

Image: Frederick Vallaeys

This tactic is backed up by search data as well. Marketers who switch from ETAs to RSAs, using the same assets, in campaigns that use broad match and smart bidding see an average of 20% more conversions at a similar cost per conversion, according to Google.

A mix and match approach to bidding like this can help marketers get the most out of Google’s automation. And, the ability to use A/B testing within the RSAs can help achieve the desired results. If automation is the future of search ads, marketers would be wise to use Google’s machine learning systems to their fullest extent.

Watch the full SMX Next presentation here (registration required).

The post 4 ways to optimize your responsive search ads appeared first on Search Engine Land.

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Campaign creation, search trends and performance insights explanations arrive on Google Ads mobile app

Campaign creation, search trends and performance insights explanations arrive on Google Ads mobile app

Advertisers can now create campaigns, review Search trends and view more explanations with performance insights in the Google Ads mobile app, the company announced Friday.

Why we care. The new mobile app features enable greater flexibility for SMBs and PPC practitioners to keep tabs on their campaigns or make adjustments from anywhere.

Search trends on mobile can enable advertisers to quickly identify popular searches that may be relevant to their business. And, advertisers can immediately act on that information since they’re now able to create campaigns within the mobile app.

And, the performance insights explanations can help advertisers identify the causes behind performance fluctuations, even the positive fluctuations. This can help them understand what worked so that they can repeat those tactics in the future.

Create campaigns from anywhere. Advertisers can now create Search campaigns directly in the Google Ads mobile app by tapping the plus icon on the bottom-right of their screen, as shown below.

The campaign creation workflow in the Google Ads mobile app. Image: Google.

Advertisers can select a campaign type, where they would like their ads to appear as well as adjust other campaign settings.

Search trends in the mobile app. This feature shows advertisers trends insights for products and services relevant to their business. Tapping on a Search trend shows popular searches associated with that particular trend — a grocery store might see a trend for “pies & tarts” with growing searches for “pumpkin pie,” Google provided as an example. 

Search trends in the Google Ads mobile app. Image: Google.

Advertisers can create custom notifications to alert them when new search trends are relevant to their account. And, recommendations may also accompany search trends.

More explanations in performance insights. Advertisers can now see explanations based on changes to their bid and budget strategies as well as shifts in search interest. Performance insights for positive performance changes are also now available.

Performance insights explanations in the Google Ads mobile app. Image: Google.

Recommendations may also appear in your performance insights as well.

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10 reasons why email is more important than ever

10 reasons why email is more important than ever

Email is a powerful marketing tool. And email with signatures can be a great way to add a personal touch. If you’re new to email signatures, you may be wondering what they are and why your brand needs them. And if you use corporate signatures already, you may not be getting the most out of them right now. In this post, you’ll get the lowdown on email signatures and what you stand to gain by including this highly underestimated but powerful solution in your marketing mix.

Email signatures are not new

Email signatures have been around for a long time, and businesses and individuals widely use them. Professional email signature makes your email messages look formal and helps you build trust with your clients.

Email signature may seem old, but it comes with a lot of exciting benefits. Social media is a great option for many B2B marketers. However, it is not a replacement for the email marketing channel.

There are three times more individual email accounts than both Facebook and Twitter social media profiles combined. That’s not all. You are six times more likely to get a click-through from email than on Twitter.

Every brand should therefore leverage email signature solutions to increase the effectiveness of their business communication.

Do you use email signatures and know the many benefits that come with them? Here are ten important reasons you should give professional email signatures more attention than ever before.

1. Get the best out of every email you send out

Email, as a one-to-one communication channel, remains popular with individuals, brands and employees simply because:

It works and is still highly relevant!It’s easy to use, accessible and highly effective when sending messages from one person to the other.Email has long been a go-to one-on-one communication channel for individuals and will continue to be so in future years.

Professional email signatures help you make the most out of every email you send out. Your recipients would sometimes forward or share the message you send to them.

Think of how many people your employees reach out to daily. Leveraging email signature means you add more avenues to drive more sales and increase revenue for your business.

2. Make the first good and professional impression

Your email signature is the first opportunity you have to make the first good impression as a business.

Including a signature in every outgoing message makes you stand out from the crowd.It makes your messages look more professional than when you don’t have one.Email signatures make it possible to use personalized, targeted and non-intrusive banners to promote your brand and products.

Your email signature is a branding tool that can make a long-lasting impression. It’s a great place to put your company logo, website, social media handles, blog URL or even an appointment scheduler link to make it easier for your customers to connect with you.

3. Boost your brand identity and awareness

Each time you send an email without including an email signature, you throw away opportunities to promote your brand to a cold and warm audience via corporate signature.

Your email signature works like your business card. Instead of handing over your card around, your professional signature would do the job of introducing you and how people can reach you. Isn’t that an exciting feature you should include to position your brand for better visibility?

The signature also establishes your credibility and increases your value before the recipients.

You can choose to keep your email signature simple by adding only the company logo and a link to your business website. You can also add more information, such as new offers or upcoming events. Your email signatures keep your recipients informed and let prospects know what to do next.

4. Higher response rate

The number of email users will grow to 4.3 billion by 2023. That’s over half of the world population. Email helps you reach people anywhere they are at any time of the day. One-to-one email communication has proven to be the best over the years. It delivers optimal results and gives a higher delivery rate.

Consequently, you cannot afford to have your employees use different email signatures.

Create customized email signatures to promote your brand’s values.Professional and consistent email signatures will help you cement the trust of your customers.

Thanks to signature centralization and automation tools, it is possible to distribute targeted signatures to all employees in one click.

5. Quick access to your contact information

As communication becomes increasingly digital, the email signature remains an essential tool for any business. Corporate signature gives people you’ve reached out to unfettered access to your contact details.

Email signature provides you with a unique opportunity to include your primary contact details, such as your phone number, at the end of your message.

If your contact needs to reach you quickly, a reference to the previous email will provide the information necessary without unnecessary delay.

You can also include your social media handles so that your contact will have more avenues of reaching out to you.

6. Generate new leads to your business

You can quickly scale your email outreach by sharing engaging email banners and non-salesy marketing links.

An email signature provides a great way to quickly inform the reader about your company, contact information, and mission statement.

It gives you a chance to promote other business ventures and to generate new leads.

7. Improve your email marketing campaigns

The professional email signature is a simple but powerful tool that any business can use to improve its marketing, advertising and branding efforts.

It is an integral part of your email as it gives a complete picture of your business.

With the help of professional email signatures, you can send more targeted one-on-one email messages to employees and clients.

For instance, you can customize your email signatures to suit the needs of the recipient.

Email signature solutions allow you to have a variety of signatures that you can choose from depending on what you want your recipients to know.

Email signature is a simple but a smart way to keep your brand name in your customers’ minds.

8. Improve internal communication

Utilizing email signatures for your business will make internal communication more consistent and extremely powerful. A professional email signature is a unique but brilliant solution for standardizing employee internal email communications.

Business signatures will not only make your internal communication formal, but they also open many opportunities for personalization among the employees and management.

You can use an email signature to customize your closing by including a personalized link at the bottom of your email.

The solution is brilliant and makes it easy for any organization to boost employee engagement, advertise new roles, share internal surveys or suggestion boxes, and distribute specific banners internally.

9. Test and measure the performance of your email signatures

It may never cross your mind that you can test new creative with your corporate email signature. But that is another golden opportunity for you!

An email signature marketing platform provides a fantastic tool and easy way for brand and marketing managers to quickly and easily test new creative, such as CTA, theme, banner, and much more.

Like every other digital marketing channel, you can track the metrics and KPIs of your corporate emails.

10. Build brand loyalty and engagement with every email you send

When people hand over their email to you, they give you access to their email inbox so you can exchange messages and vital information.

Marketing Charts affirmed that:

About 7 out of every ten US email users prefer that businesses and individuals reach out to them by email.Email is the top preference for users in the United States. 

Email is undoubtedly the most personal medium and access you can ever have to build brand loyalty and engagement.

The email signature should be every marketer’s secret weapon to strengthen brand image and increase brand visibility.  It is a highly effective and non-invasive way to engage prospects and customers but is usually under-utilized by most marketers and businesses.

Stop losing opportunities to market your brand

Are you a marketer or a brand that is yet to start harnessing the power of email signatures? It is high time you tapped the enormous benefits of corporate email signatures.

Take advantage of professional email signature solutions to get your branding and marketing message before a target audience who has permitted you to message them.

You have nothing to lose by including your email signature in every outbound email message. But your business has a lot more to gain by strategically positioning your brand for better conversions and engagements.

The post 10 reasons why email is more important than ever appeared first on Search Engine Land.

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Google Search Console rolls out new design

Google Search Console rolls out new design

Google has rolled out a new look for Google Search Console aimed at improving accessibility and user experience. If you login to your Google Search Console account at you will see the new design.

What it looks like. Here is a screenshot of the new design:

Why a new design. Google said this design upgrade is aimed at its efforts to improve accessibility and user experience. Google wrote on Twitter “We’re starting a journey to refresh the look and feel of Search Console. Over the next few months you’ll see small changes in the product with a goal to improve accessibility and user experience in general. We hope you like it!”

Why we care. Search Console is a tool many SEOs use multiple times per day. The new design seems fresh and clean but the functionality, thus far, as far as I can tell, has not changed.

Play around with the new design – we hope you like the updated interface.

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20211122 SEL Brief

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November 22: The latest jobs in search marketing

SEO Specialist @ Sterling Sky Inc (CA remote)

Salary: $60-100k/yrRequirements include: Strong knowledge of onsite SEO techniques (as it pertains to small businesses); and,Technical SEO experience (website crawls and analysis, identifying indexing issues, implementing schemas, updating menus, improving site structure, etc).

Content Team Lead @ Animalz (US remote)

Salary: $71-100k/yrLead a team of content marketing managers, reporting to the general manager and working closely with the COO, editors and customer operations team.This role requires at least one year of management experience, at least two years of reporting experience and experience with on-page SEO.

Digital Marketing Manager @ Sysco (US remote)

Salary: $80-120k/yrDevelop digital campaign strategy, which incorporates customer- facing communications strategy, customer path/journey, and digital media mix. Leverage customer insights, CRM capabilities, and focus groups to inform strategy. Plan and execute all digital web, SEO/SEM, and display advertising campaigns.Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points, recommend and execute user experience improvements.

SEO Specialist @ All Star Directories (US remote)

Pay: $82-90k/yrManage the day-to-day production and performance of one or more websites in All Star Directories’ organic channel.Work allocation will be roughly broken down as follows: 33% SEO, 33% content production, 33% conversion rate optimization.

Want a chance to include your job listing in the Search Engine Land newsletter? Send along the details here.

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