SEO Articles

Google Ads ditches campaign drafts in updated experiments page

Google Ads ditches campaign drafts in updated experiments page

A new experiments workflow is rolling out to select Google Ads accounts, according to reports from numerous PPC professionals. Tip of the hat to Dario from the Marketing O’Clock Discord channel for first spotting this update. Google declined to provide a specific date for when this feature will roll out more widely.

Why we care. Marketers that often use experiments to identify ways to optimize their campaigns may feel that it is “super annoying” to have to create a draft first. This new workflow eliminates that step, making the process less clunky, which can save advertisers time.

Likewise, being able to sync changes from the base campaign and receiving customized reporting based on experiment goals can also be a timesaver and make Google Ads experiments that much more useful for advertisers.

The new Google Ads experiments page. Advertisers that have access to the new experiments page may see the following notice: “The new experiments page allows you to create experiment campaigns without creating a draft, automatically sync changes from your base campaign to your trial campaign, and receive customized reporting based on experiment goals.” Tip of the hat to Brett Bodofsky for sharing the notice on Twitter.

Below are screen captures of the new workflow, courtesy of Greg Finn from Cypress North.

Image: Greg Finn.

The left-hand navigation has been updated from “Drafts & experiments” to just “Experiments” to reflect the change. 

Image: Greg Finn.

There are three options: Optimize text ads, video experiment and custom experiment.

A tour of the “optimize text ads” option. Image: Greg Finn.

Not just for advertisers in the U.S. Michele Senatore, a digital marketer based in Italy, also spotted the update. Google has not stated whether this update will roll out globally.

What Google said. “We do a lot of experiments and we’re always testing to find new ways to improve the experience for our advertisers, but we don’t have anything specific to announce right now,” a Google spokesperson told Search Engine Land when asked about the new experiments workflow.

The post Google Ads ditches campaign drafts in updated experiments page appeared first on Search Engine Land.

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Why on-site search is the best investment you’ll make in 2022

Why on-site search is the best investment you’ll make in 2022

Content has become the primary tool we use to create a dialogue with our prospects and cultivate online customer relationships. That content must be relevant, valuable and interactive to win their attention and draw them into a conversation. In reality, content has always been the best way to do marketing.

But with the overabundance of information overloading your customers and prospects, it becomes difficult for them to find a trustworthy source of information. The solution is more than positioning your brand as the expert in your niche by creating content and reaping the rewards. It is optimizing your content for organic, paid traffic and site search that converts.

By exploring the relationship between SEO, SEM and on-site search, you can begin to optimize the experience your prospects get when they arrive at your site. 

Learn more by watching Coveo’s Director of Product Marketing, Stephen Rahal’s informative SMX Next session for tips and tricks on creating an onsite search strategy that helps you better understand each visit and optimize every interaction.

After this session, you’ll be able to educate your teams about the value of onsite search and why you need to invest now; benchmark your site search and learn what capabilities are key to boosting conversion; rethink how you design navigation and map user journeys with artificial intelligence and start unifying your search and web analytics data to understand customer intent better.

Ensure that every visitor you get through organic and paid search finds what they’re looking for. Sign up here to learn more about on-site search.

The post Why on-site search is the best investment you’ll make in 2022 appeared first on Search Engine Land.

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Google confirms a bug with Google Ads Editor image uploads

Google has confirmed a bug with the most recent version of Google Ads Editor. The issue seems to be with the bulk image ad uploads process. Google is aware of the issue and said the team is working on resolving it.

Confirmation. Ginny Marvin, the Google Ads Liaison, replied on Twitter saying “The team is aware of a recent issue that may be impacting image ad uploads in Editor and is working to address it. Changing versions won’t help in this case. I’ve passed this along and will let you know if I learn anything new.”

No work around. Google said that reverting to an older version of Google Ads Editor won’t resolve the issue. Google said it has to fix the issue for it to be resolved. So hang tight and be patient or if you really need to upload image ads, then you can try to do so through the web interface or maybe the API.

Google Ads Editor. Google Ads Editor is a desktop program for Windows or Mac that makes managing your Google Ads more efficient. Google Ads Editor is a free, downloadable application for managing your Google Ads campaigns. It allows you to download one or more accounts, make changes offline, then upload the changes to back into Google Ads. Google Ads Editor can help you save time and make it easier to make changes in bulk.

But when things do not work, it can be frustrating.

The complaint. Here is the complain from Josh B. on Twitter:

@Hoffman8 @bgtheory @markkennedysem @gregfinn @michellemsem @jonkagan @timothyjensen @neptunemoon @robert_brady

Hey #ppcchat gang, does anyone know how to revert to an older edition of AW editor? The newer version stinks for bulk image ad uploads. Thanks!

— JOSH B. (@jdb426) December 1, 2021

Here is Google’s response:

Hi Josh, The team is aware of a recent issue that may be impacting image ad uploads in Editor and is working to address it. Changing versions won’t help in this case. I’ve passed this along and will let you know if I learn anything new.

— AdsLiaison (@adsliaison) December 2, 2021

So far, I do not see an update that this has been fixed yet.

Why we care. If you are having issues with Google Ads Editor’s ad image uploader, you are not alone. Google is working on a fix, so maybe avoid using it if you can work on other areas of your Google Ads campaigns.

The post Google confirms a bug with Google Ads Editor image uploads appeared first on Search Engine Land.

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20211203 SEL Brief

The post 20211203 SEL Brief appeared first on Search Engine Land.

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3 tactics to improve CTAs for increased relevance and conversions

3 tactics to improve CTAs for increased relevance and conversions

Calls to action (CTAs) provide customers with a path to follow to achieve their goals, whether that’s completing a purchase or requesting a consultation. Despite being one of the last steps in the customer’s journey, CTAs have gone overlooked as brands adopt a generic approach in this final, crucial solicitation, using messages like “Click here,” “Join now,” and “Read more.”

Creating descriptive CTAs takes time, but it can also signal relevance to search engines, guide your users and improve conversion rates. At SMX Convert, Billie Hyde, senior account manager at The SEO Works, shared several tactics she uses with her own clients to improve the experience for users while furthering business outcomes.

Ditch the generic CTAs

“There are two types of calls to actions . . . subtle calls to action or glaringly obvious,” Hyde said, “These super obvious ones . . .  they appear everywhere on the page, so they can be in the meta description or in the actual content or on the product description towards the end.”

CTAs often serve as anchor text, but generic wording may downplay the relevance of the link for users as well as search engines. Hyde recommends that marketers go beyond these bland CTAs to provide more value.

Image: Billie Hyde.

“Try to put something relevant to the page you’re trying to take users to,” she said. Instead of a CTA like “Browse our collection today,” Hyde recommends “Browse our collection of gold earrings today,” she provided as an example. “So I’m still saying to Google that where this call to action is taking you is relevant for this reason and the page that we’re linking to is what we’re saying it is,” she said, adding that this also helps with internal linking.

If you must use a generic CTA, it’s worth researching and testing whether it actually applies to the content you’re using it for, Hyde added.

Use your CTAs to strengthen the user journey

Your CTAs should be leading users across your pages, educating them about your offerings while nudging them along the journey you’ve designed for them. More subtle, specific CTAs are better suited for this purpose, as they allow you to suggest alternatives (if a product is unavailable) or simply add more touchpoints to build trust.

“Not what you are looking for? Why not browse our collection of colourful prints to add some colour and art to your house,” was one example Hyde provided for situations when a user might leave because they’re not able to find what they were looking for.

Image: Billie Hyde.

“[These types of CTAs] are super helpful because it allows your users to become more informed and they can find exactly what they’re looking for,” she said, noting that informed users are the best type of user because they’re more likely to have realistic expectations, which can increase satisfaction along with the likelihood of future conversions.

Site owners can look to their analytics to assess which page a user might head to next and craft the relevant CTA using that information. “The anchor text that we’re using in the links on this journey need to be relevant to the page we’re taking them to,” Hyde added, “So just always keep that in mind.”

Prioritize differently-abled users

Sites are typically designed on desktop, for abled users. Search engines, like Google, have incentivized improving the mobile experience through algorithm updates like the mobile-friendly update. However, no such ranking boosts exist for sites that are designed with visually impaired users in mind.

“In 2020, there were over 2 billion sales made online, and according to Practical Ecommerce, around 3% of all online shoppers use a screen reader,” Hyde said, “So that means an estimated 60 million online sales last year were made by people who have visual impairments.”

Image: Billie Hyde.

Users that rely on screen readers may not have the benefit of the site’s visual content for context. “If [a CTA is] is ambiguously named, a person with a screen reader is not going to think it applies to them, that’s why you need to say exactly what you want,” she said. Not doing so could leave users stuck on a page, which means you run the risk of losing that conversion.

To avoid this scenario, Hyde recommends that marketers download a screen reader. “Every single client I get it, I take about half an hour to an hour and I use the screen reader to navigate their site,” Hyde explained, “I click every single link I can, I go through the article using it and I just try to understand how this works for users with visual impairments.”

This technique can help you eliminate roadblocks on your journey that may trip up users, regardless of whether they rely on a screen reader or not. Additionally, it can also help you improve your user experience by highlighting ambiguous navigation, for example.

“Your on-page SEO doesn’t just stop at the content and this isn’t technical SEO — this is just being a good human being creating content for other human beings,” Hyde said, “We need to factor them all in.”

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

The post 3 tactics to improve CTAs for increased relevance and conversions appeared first on Search Engine Land.

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20211202 SEL Brief

The post 20211202 SEL Brief appeared first on Search Engine Land.

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