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What is Real Time Analytics
Real time Anaytics in Google Analytics provides you a view of what is currently going on your site. Current version of Google Analytics has 3 set of reports that it shows real time data for
- Location – Location of current visitors on your site
- Traffic Sources – It shows you the list of referral and keywords for the visitors currently on our sites
- Content – List of pages that the visitors are currently viewing
How To Get This Report
All the users of Google Analytics Latest version have this report enabled. So if you are using old version of Google Analytics, just switch to the new version and you will have this report. It is under “Home” tab (see image below).
Uses of Real Time Analytics
Few cases where you might want to (or be tempted to) use Real-Time Analytics
- You launched a new campaign e.g. paid search, email newsletter, TV ad , and would like to see how people are reacting to those campaigns.
- You added new promotions on your site and want to see how visitors are reacting to those promotions, so that you can tweak those promotions in real time.
- You added new stories, links etc. and want to see if anybody is clicking on them so that you can make some changes based on instant feedback. I can see the usefulness of this feature for news and media sites.
- You made some technical changes e.g. changed tracking code and want to see if those pages are being recorded in Google Analytics. Real time reports can serve as QA tools.
- You launched a new feature on your site, launched a video, deployed a new game and would like to know if your visitors are using it or not.
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With technology’s growing influence over trade, PPC marketing has become one of the biggest trends in business. While it has been used extensively in today’s time due to the pandemic shifting most business operations online, PPC marketing’s history dates back to early 2000 when Google launched the initiative AdWords.
Google’s advertising platform has evolved over the last two decades, adding more features and functionality while removing others and rebranding to Google Ads. Google Ads has also continuously kept evolving and adding new features in the last couple of years. In today’s post, we’ll cover Google Ads’ five latest features and show you how you can make the most of them.
What is AdWords?
AdWords was Google’s native advertising system. It was designed to help businesses maximize their potential to reach their target markets online. By partnering with websites, AdWords was able to advertise those websites’ products based on keyword searches and images. It was an effective and progressive marketing tool that sparked the growth of PPC marketing throughout the years.
From Adwords to Google Ads
Despite AdWords’s immense success, the industry remained cut-throat and demanding. Consequently, there was a need to change the tool and adapt it to the new trends in online marketing. This also required changing the name from AdWords to Google Ads.
This was not merely done for aesthetics, as changing the name was a big move to present new features and products that the marketing facet of Google wanted to introduce to the public—DoubleClick and AdSense, to name a few.
Of course, the decision to include Google’s name in the new version of AdWords was effective in attracting more business owners. Not many people would invest in AdWords at first glance, but had they known it was owned by Google, they would have done it in a heartbeat. The change also meant the extension of services of Google for advertising and debunked any false narratives about their services limited only to the use of ads in Google’s search result pages.
New Google Ads Features in 2022
Google is one of the biggest tech companies in the world today, but that doesn’t mean that they can sit idly when opportunities for growth and realizing more profit arise. Additionally, trends in the marketing industry tend to change rather quickly, so what they might have been doing in the past couple of years is considered outdated today.
This creates a need for constant updates, releasing new features within the Google Ads platform to continuously cater to the market’s advertising needs.
The use of Artificial Intelligence, or AI, for example, is one of Google Ads’ most recent features. It works like magic in terms of creating personalized ads for users, making them more relevant.
This brings us to an important question: What are Google Ads’ new features, and how does a business owner or marketer make the most of each? Let’s have a look.
#1 Use Google Ads Local Campaigns to Better Track Conversions
In today’s time, it’s easy for marketers and business owners to be fooled into thinking that the world is fully digital. That’s simply not true because many transactions made by consumers nowadays are still conducted physically, and the things they do when it comes to shopping online might only be a small portion of their entire shopping behavior.
According to the latest data from Google, about 30 percent of all mobile queries made online correspond to local searches, and of this number, approximately 75 percent would actually pay a visit to the store within the next day. These are substantial amounts of sales that could have been used as leads for more effective conversion of clients.
With Google Ads’ new feature for Local Campaigns, companies can now use this foregone opportunity just by using their WiFi or GPS. Based on users’ real-time location, Google will present personalized advertisement choices to attract sales more effectively. For example, if your company offers a crypto app for paying with different cryptocurrencies, you can have Google Ads show your ad to users when they’re near a local commerce that accepts crypto payments.
The best way to use this feature is to integrate the offline components into a tracking setup that’s omnichannel. If you do not have this type of tracker, now would be the time to invest in one so you can maximize your conversions. By creating different conversion actions for each campaign you launch, you will be able to measure your conversion in a variety of ways and develop a more optimized PPC marketing campaign that meets your goals and justifies your expenses.
#2 Use Google Smart Shopping to Acquire New Customers Effectively
All types of conversions are considered beneficial for a business, whether a customer is new or not. However, new conversions are usually considered more important as they’re more likely to lead to future purchases. All businesses strive to achieve loyalty from their customers, but search engine marketing just isn’t the most cost-effective way to earn that loyalty.
With Google Shopping, one of Google Ads’ newest features, you can easily calculate each customer’s total lifetime value and optimize the way you acquire new customers.
For example, by using the “New Customer Acquisition” option in the settings of the Smart Shopping campaign, you can set an incremental price you’re willing to pay for each new customer that converts compared to a returning buyer. It’s like bidding more for new customers than for current ones to get more value from your PPC campaign.
The best way to use this feature to your advantage is to use varying tags for both returning and new customers, which you can establish through the Tag Manager in your eCommerce platform. In the whole process of using this feature, you have to ensure that your Google Analytics and Google Ads accounts are both connected. It would also be more effective to apply this feature in line with your paid research and promotion agencies.
#3 You Can Get Listed on Google Shopping for Free!
To clarify, Google Shopping is still a generally paid PPC avenue. However, there is an option for you to enjoy the free traffic it offers. This comes after the introduction of the Google Shopping feature, and as part of it, Google itself ejected other price comparison websites from its SERP.
It was a move that resulted in Google being fined around three billion dollars by the European Commission in 2017 for providing an unfair advantage to a different Google product, the Comparison Shopping service. While this is still an ongoing issue, they decided to make Google Shopping an official feature for their clients to enjoy.
The best way to get the most out of this feature is to optimize every single one of your Shopping Ads and assess which of the products you currently endorse entail the highest click and conversion rates. For instance, using Google Analyzer will help you get this information and use it to make the necessary changes for your product pages and emphasize the products with the most substantial profit margins.
Once you sort all this out, you can proceed to your Google Merchant Center account in the North Menu and change the status of your “Surfaces across Google” to “Active.”
This is an easy process if you’re in the US or India, but the feature has yet to be available in other countries.
#4 Free Impression for Display—Pay Only for Conversions
When talking about online acquisitions, display and video ads are usually not the first things that experienced marketers would talk about. More than conversions, these two things are usually known for their capacity to establish brand awareness and influence targets. But Google, being the trendsetter it is, has decided that it is time to deviate from this narrative.
Considering the gargantuan amount of data Google has on its users’ profiles and intents, predicting their purchasing decisions can almost be considered easy.
Just like Facebook can boost its platform’s marketing performance from its users’ browsing history, Google also has a massive command over its users’ behaviors—from their music preferences to their present and past purchases as recorded via their Gmail accounts.
Because of the control that Google has over its users’ data, they are especially capable of tweaking the algorithm so that only relevant and appropriate visual ads will be shown to the users, ultimately driving them to make a purchase.
This power comes in the form of the new Display and Youtube ads features. By using these features, your chances of realizing actual conversions will be greatly enhanced.
To make this feature a valuable tool for you, you have to use the “Custom Intent on your competitors” and “Similar Converters.” Additionally, you can deploy Smart Display with Toras or a CPA bidding strategy.
#5 Your New Best Friends: Gallery Ads and Showcase Shopping Ads
If you don’t already know, it is possible to test both Gallery and Showcase Shopping Ads on Search. Based on recent data, it’s proven that roughly 85% of all users pay more attention to the information presented visually as compared to pure text. Intent Lab Research has provided a supplemental study saying that 50% of shoppers in various categories like household goods and electronics prefer seeing visual information. So, even if you’re building brand loyalty by offering free stuff for seniors or selling high-tech equipment for graphic designers, you’ll benefit from visual ads more than from pure text ads.
With this being said, Google Ads has devised a feature that allows using new ad formats uniquely designed for mobile display through Google’s Search Network. It provides an avenue for you to be more creative and personal with your ads, and above all, you can place those ads on several other platforms like Gmail and Youtube, which can be huge!
One way to use this new feature effectively is to explore your product’s potential to be more visually appealing by getting creative. For example, you can ask your PPC agency’s help to look into what your target market finds the most appealing based on how ads are placed on certain channels like Gmail or Youtube. This will entail a repetitive process with a lot of trial and error before arriving at the best fit for your target audience. Still, it will come in handy, especially when trying to make the most out of your creative ads.
Through the years, Google has retained its position as the biggest search in the world. As its influence grew over time, it also took the role of an effective PPC marketing tool, first as AdSense and now as Google Ads. As trends change, Google will continue to add new features in Google Ads to allow marketers and users to benefit mutually. This ensures a more stable profit for companies while giving their customers the freedom to choose which form of ads they’re presented with.
As such, partner companies must make the best use of Google Ads’ current and upcoming features, especially when it is an avenue that has great potential to uplift a business through perfectly generated and positioned ads.
PPC Marketing remains one of the biggest trends in marketing today, and it will likely continue to dominate in the coming years, with Google and Google Ads at the forefront. This is why business owners and marketers need to understand, research, and effectively use the new features Google Ads rolls out and be the pioneers of this new marketing era.
The post 5 Ways to Make the Best of the Five Latest Google Ads Features first appeared on PPC Hero.
- With the right strategy, digital PR can help drive both brand awareness and organic performance
- During an economic downturn, brand visibility is essential to maintain brand advocacy in the long-term
- Brands that will come out on top are those that take a cross-channel approach to drive more ROI, using data from other channels to inform their approach
Despite being tempted to pull back on spending during a recession, I believe that it is critical that brands stay visible to maintain brand advocacy — and Digital PR is a great, low-cost way to do so.
Future front-runner brands will be those that adopt a cross-channel approach to drive more ROI, utilizing data from other channels to inform their approach and ensure it resonates with target audiences.
With the current economic climate, brands and businesses are understandably scrutinizing every cent, and will likely make cuts to marketing budgets across the globe.
Businesses need to be realistic about their growth trajectory over the next few months and ensure every marketing dollar they invest is accounted for. While this may naturally lead to greater investment in performance channels, such as paid media, this will result in increased cost per click (CPCs). A way to still stay measurable but reduce costs is to get creative and focus energy on earning attention rather than continuing to pay for every click and impression.
As a result, I would argue that digital PR is one of the most important tools in your marketing toolkit, as, with the right strategy, it can drive both brand awareness and organic performance.
You’re missing a trick if you’re just using Digital PR to drive links
Digital PR is used to build high authority, and relevant links to key category pages to drive search performance through organic growth. A targeted strategy that aligns closely with SEO objectives will enable you to track ROI if you have the right measurement tools in place. This activity feeds into lower funnel marketing activity as it helps to harvest demand, as increased rankings capture better traffic and conversions.
However, if you’re only using it for this purpose, you’re missing out on a huge opportunity further up the marketing funnel.
Through securing brand-led, high-impact coverage on authoritative and influential publications, digital PR can also be used to drive search demand and upper-funnel brand awareness. This third-party validation is the perfect way to build salience, credibility, customer advocacy, and trust while simultaneously driving organic performance through high-quality links.
In order to achieve both brand and performance though, you need to be creating relevant and engaging content that your target audience wants to read and share. You shouldn’t be creating content ‘just for a link’ but taking into consideration wider business goals – and making sure you’re actually targeting press that your audience is reading.
In summary, digital PR shouldn’t just be an ‘intent-led’ marketing discipline to increase rankings. It’s a discipline that can both drive demand and awareness, whilst helping to capture intent-led traffic.
Why brand visibility is even more important during a recession
Recessions are difficult and uncertain times, which is why it’s even more important to continue to build visibility and salience – as with tighter budgets, consumers are likely to become more selective and want to buy from brands that they trust that stay relevant to them.
We have seen in previous economic uncertainty brands that maintain their brand awareness and relevance, retain more market share, and are able to bounce back quicker. Mark Ritson’s marketing recession playbook provides further information and sources on this subject.
In order to use digital PR to deliver true brand performance, you need to ensure you’re creating it based on as much cross-channel insight as possible.
Sharing cross-channel insight to deliver better ROI
While many marketers say they work ‘cross-channel,’ the reality is that many teams are still working in silos – especially across brand and performance teams.
To drive the best results, it is essential to break down silos and take data insights from each channel to develop one overarching strategy.
For example, to drive organic growth, while it’s critical to start with key SEO insight, search volumes, brand traffic, non-brand traffic, relevance, and the number of backlinks, you should be considering other channels to maximize performance.
Another example would be that your PPC and paid search teams will have a lot of useful data that you can use to inform your organic strategy. Which are the keywords that are costing the most? You can tailor your efforts to improve organic rankings for these keywords, effectively allowing you to spend less on those terms.
Your programmatic team will also have access to display placement reports which will provide insight into the publications and websites your in-market audience is visiting. This should then inform your target outreach list. From a paid social perspective, this team will have lots of useful information on what content performs the best — providing valuable insight for your PR brainstorms.
Amplifying your Digital PR coverage further
You shouldn’t just be working with other channel teams to define your strategy, you need to work with them throughout the whole process, to amplify results.
For instance, if you generate a truly fantastic piece of linking digital PR coverage, on a very credible publication. Whilst this will drive SEO performance and some brand awareness, in order to maximize the opportunity, and the valuable third-party validation, make it work even harder by amplifying through paid social.
Mini case study: Maryland cookies use PR to reach 5+ million people
Maryland came to us because they needed to align PR, programmatic, and paid social to drive mass awareness of their new Sugar-Free cookie and deliver an immediate surge in new customer sales. Through an integrated approach of PR, paid social, and programmatic, we reached 5.3 million people across all channels. View the case study here.
We have seen in past campaigns that by utilizing PR content as part of your social ads, not only can they actually perform better than the ad creative, but they can also help to prevent ad fatigue and provide you with additional assets (that you don’t need to pay anything extra for!).
Immediate steps to help your 2023 marketing plan
In order to be successful, it’s important to create a framework that helps to pull all channels together.
At Journey Further we use the ‘4Ds’ – Discover, Define, Develop, and Deliver.
This phase involves asking all the channels to provide insight and data based on their recent campaigns and learnings to date. It is recommended to assign a client lead who can be tasked with pulling together a list of questions and a briefing document to ensure the discovery phase is as useful as possible. This will help identify where the biggest opportunities are across channels.
Agree on the best objective and goals based on the insight provided by all channels. Create an overarching strategy that will deliver against them and drive maximum ROI.
Set a clear roadmap, with roles and responsibilities outlined across each channel. Whilst in the case of an organic growth strategy, SEO and PR will take the leading role, it’s important other channels are clear on the ways they can amplify the activity at each stage, and what learnings they can also gather from the activity to improve their own results in-channel.
Marketing activity is activated. If this is a digital PR campaign then influencer marketing and paid social tactics may be used for example, alongside outreach, to bolster the campaign and drive more buzz and engagement.
Reporting on the right metrics
Another benefit of working cross-channel is that you will be able to report on many more metrics, giving a more holistic and accurate view of ROI.
Creating a live, 24/7 reporting dashboard utilizing tools such as Data Studio will allow you and your team members to check in and monitor progress at all times. This will provide you with a continuous cycle of insight — to allow you to continuously improve your marketing efforts and deliver one overarching strategy that enables you to remain visible while also driving performance.
Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.
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The post How to use digital PR and cross-channel data to amplify organic growth appeared first on Search Engine Watch.
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So, you’ve created some blinding content. Now you need to get it read. How do you go about this? The traditional search route is to think of Search Engine Optimization (SEO) and insert some keywords, not forgetting to mention the product a lot. For instance, if your business is all about Databricks Hadoop connector matters, you’ll need to reference this a fair amount on your site.
So far, so obvious.
When it comes to voice search, though, some slightly different thinking is needed. This variety of search has become so commonplace now that anyone wanting to get their content found will be wise to give it some consideration. Consequently, we’ll look at voice search and offer an easy-to-follow method for achieving better prominence for your content.
Voice Search – What’s It All About?
Voice search has become super-popular as a means of searching the internet. How popular? Well, statistics show that over 70% of people prefer using voice search to typing. The driving force behind this transformation is the rise of virtual assistants. The resulting growth in voice search-driven eCommerce is startling.
Voice search is set to become even more popular as more people buy smart speakers and other voice assistants, and will likely see a major increase in use once the Internet of Things really gets going and smart devices proliferate. As a result, it makes sense to consider voice search optimization when thinking about internet visibility.
So, let’s see how you can put this optimization into practice.
1. Conversational Language
The need to adopt a less formal tone has made inroads into content creation, especially in areas such as email copywriting. It’s even more important when considering generating content for voice search.
Voice search queries tend to be phrased more conversationally than their written counterparts. So, search terms might be “vegan shoes Baltimore” in a typed search but will be more likely to be “Where can I get vegan shoes in Baltimore?” when it comes to a verbal query.
Start by listing all the conversational queries a voice search user might employ when searching in your area. For example, “Where can I find vegan brogues in Baltimore center?” and “Show me where there’s a vegan boot shop in Baltimore.”
If you run out of queries quite quickly, do what a sensible person does: Try Google. Put one of the above queries in, and then go to where it says, “People also ask for…”. And then grab the suggestions.
Then, when you’re formulating your content, stop repeatedly to ask yourself, “what kind of query does this material answer?”. Keep this in mind, and you’ll be tailoring your content to be what people are looking for, i.e. answers to questions. Use question keywords and long-tail keywords. This is a good technique to appeal to all searchers.
Moreover, keep the writing tone conversational, and you’ll score big with the voice searchers we’ve been talking about.
2. Know Your Customer
You should have a clear idea of who’s most likely to be interested in your site and angle your content to appeal to them. This is a fairly standard practice in commerce—any lead generation database will use this principle.
However, with voice search optimization, it’s doubly important as the natural language they use when speaking can vary between population segments.
It can be fairly nebulous. It might simply be that you probably appeal to a younger demographic, for instance. In which case, imagine you’re reading out the content to a room full of teens. Are they starting to look a bit bored? Best pep it up a bit with some concise answers and maybe some humor.
Think about the expertise of your customer too. If they’re likely to have some expertise on subjects like Azure data lake cost, then you don’t want to be too elementary in tone.
The more you remember who’s likely to want to access your site, the more likely your site is to be accessed. This a simple point, but a very important one.
3. Emphasize Local
Local’s huge in the voice search world.
What this means for you is that you need to maximize your local findability. In other words, highlight your business locations (should your business have a brick-and-mortar presence, of course). Start by attending to your Google Business Profile listing. Make sure that the business listing information is correct and up to date.
Then go through your content and take the opportunities where they arise to mention your location.
Again, think of what questions people will ask when they’re on the lookout for a local supplier, and key into those phrases.
4. Think fast
It should go without saying that you need a site with speed. The more you lag, the more you lose.
The internet is built on speed and convenience, and users are becoming more and more accustomed to high performance. They don’t want to hang around for ages while a site that may or may not contain what they need struggles to make its wheezy way down to their device.
It’s even more the case with voice searches. People conducting a voice query may be out and about and perhaps multi-tasking. They need a quick answer.
So, make sure you trim the site for speedy performance. This includes getting rid of large images and other factors that can slow things down.
The final step that we’ll look at here is to think about how your site looks and behaves with mobile searches. This is because a considerable proportion of voice search devices are mobiles.
The best way to deal with the demands of mobile devices is to make your site design responsive. This means that it takes into account the device that’s being used to access the site and changes its design accordingly. What was large and landscape on a laptop must be compact and portrait on a mobile device.
Since 2019, being mobile-friendly has impacted a site’s Google ranking, so it makes all kinds of sense to accommodate mobiles into your site design and make the mobile user experience as great as it can be.
Some of the steps to voice search optimization aren’t that dissimilar to standard SEO. However, there are differences there, some large, some small. Pay attention to these, and you’ll soon have voice SEO to shout about.
The post 5 Steps to Perform Voice Search Optimization For Your Content first appeared on PPC Hero.
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