Archive for the ‘seo news’ Category
Wednesday, September 4th, 2024
Google Ads is merging its Video Action Campaigns (VAC) into the more versatile Demand Gen campaigns starting Q2 2025. This shift aims to enhance advertisers’ ability to capture emerging demand and drive growth through a multi-format approach.
Why we care: Advertisers using VAC could see significant benefits from adopting Demand Generation campaigns. Combining video and image assets in Demand Generation can increase conversions by 20% at the same cost per action (CPA), compared to those relying solely on video, according to Internal Google data.
The details:
- Expanded reach: Demand Gen campaigns will allow advertisers to engage with up to 3 billion monthly users across YouTube, Discover and Gmail.
- Creative flexibility: Advertisers can use both video and image ads in a single campaign, with granular insights available to optimize creative strategies.
- Enhanced audience targeting: Lookalike segments in Demand Gen help brands reach new audiences similar to their existing customer base.
- Consistent performance: Advertisers using only video assets in Demand Gen have seen performance comparable to VAC, ensuring a smooth transition without compromising results.
What’s next. Here’s the transition timeline:
- Now: Advertisers are advised to start running Demand Gen campaigns and explore its advanced features.
- Early 2025: Google will launch a migration tool for manual upgrades from VAC to Demand Gen.
- March 2025: Google Ads will disable creation of new VACs.
- Q2 2025: Automatic upgrades of all remaining VACs to Demand Gen will occur.
Success stories: Google, as usual, highlighted a well-known brand – DoorDash, a U.S.-based food delivery service – to help make a case for Demand Gen. According to Google:
- DoorDash reported a 15x higher conversion rate and a 50% more efficient CPA using Demand Gen compared to VAC.
Bottom line: This latest update represents a strategic move to meet evolving consumer expectations following ad format preferences updates in Demand Gen earlier this year. Testing Demand Gen and VAC now can give you a head start in leveraging these tools to drive stronger, more efficient results before your competition catches up.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 3rd, 2024
Google Ads launched advanced “Performance Planner” plans, now including tailored strategies for YouTube campaigns, with a focus on Demand Gen for both Action and Awareness goals.
Why we care. These new plans allow advertisers to better align their full marketing strategy with campaign goals, offering customizable options for budget, ad format, buying method, and campaign objectives—whether aiming for conversions or building brand awareness.
Key features:
Action Plans. Prioritize conversions with a mix of Video Reach, Video View, and Demand Gen campaigns.
Awareness Plans. Focus on brand visibility, incorporating Video Reach and Demand Gen campaigns to capture conversions.
Pro tip. Demand Gen estimates assume a mix of image and video creatives, allowing for more versatile campaign execution.
First seen. We were first alerted to this update from Thomas Eccel’s LinkedIn:
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 3rd, 2024
Google’s August 2024 core update is now done rolling out, a Google spokesperson told us. It started on August 15, 2024 and completed 19 days later on September 3, 2024. This update caused a lot of ranking movement and changes to the overall Google Search results.
As we said before, this update is not just a normal core update. The August 2024 core update took into account the feedback Google heard since the September 2023 helpful content update that seemed to have a negative impact on many small and independent publishers.
What we saw. In fact, we saw some movement for the first time with some (not all) sites hit by that update. I recent poll I ran showed that most who took the poll were negatively impacted by the last core update:
- 44% said My Rankings/Traffic Are Down (total votes 1,583)
- 27% said My Rankings/Traffic Are Up (total votes 993)
- 29% said No Change (total votes 1,038)
Overall, it seems like while we saw some recoveries from the September helpful content in 2023, that was only for a few sites and limited recoveries. Most sites did not see significant or meaningful recoveries, from what we can tell. And even more sites saw even more declines or just stayed the same.
Ranking bug. The first four or so days of the August core update, we also had a big search ranking bug that was fixed 4 days later. So, you should disregard any movement you saw during those first four days or so. You should compare the rankings and traffic you have seen from Google this week, going forward, compare to the weeks prior to the release of the August core update.
What Google said about the August core update. John Mueller, Search Advocate at Google, wrote when the update was originally released.
- “Today, we launched our August 2024 core update to Google Search. This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search.”
Google said this update aims to promote useful content from small and independent publishers, after Google listened to feedback it received since the release of the March 2024 core update. Mueller added:
- “This latest update takes into account the feedback we’ve heard from some creators and others over the past few months. As always, we aim to connect people with a range of high quality sites, including ‘small’ or ‘“’independent’ sites that are creating useful, original content on relevant searches. This is an area we’ll continue to address in future updates.”
This August 2024 core update “aims to better capture improvements that sites may have made, so we can continue to surface the best of the web,” Mueller added.
Guidance updated. Google posted several updates to its help page about core updates, including more in-depth guidance for those who may see changes after an update.
Previous core updates. The previous core update – the March 2024 core update – was the largest core update, according to Google. It started March 5 and completed 45 days later on April 19.
Here’s a timeline and our coverage of recent core updates:
What to do if you are hit. Google has given advice on what to consider if you are negatively impacted by a core update in the past. Google has not really given much new advice here.
- There aren’t specific actions to take to recover. A negative rankings impact may not signal anything is wrong with your pages.
- Google has offered a list of questions to consider if your site is hit by a core update.
- Google said you can see a bit of a recovery between core updates but the biggest change would be after another core update.
In short, write helpful content for people and not to rank in search engines.
- “There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people. For those that might not be ranking as well, we strongly encourage reading our creating helpful, reliable, people-first content help page,” Google said previously.
Why we care. By now, you should probably see the trend of this update and how it may have affected your website. If you noticed improvements, then great – if not, then maybe you have more work to do so Google will deem your site helpful enough to rank better in the Google search results.
Google releases core update every few to several months, so you should always continue to work on improving your site and the content on your site. Future updates may benefit your site’s ranking and Google traffic – so always be working on improvements – not just for Google Search but also for your website users.
Google did tell us there won’t be a feedback form for this update.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 3rd, 2024
Google Ads is quietly testing a new “Promotions” feature within App Campaigns, offering advertisers a fresh way to drive engagement during key events. This beta feature is currently only available to a limited number of ad accounts, making it a rare find.
Why we care: This new tool allows advertisers to create app-specific promotions, similar to those available in web campaigns, but tailored for mobile users. With options to customize for occasions like Black Friday or Christmas and choose between different promotion types, advertisers can now boost app engagement and conversions more effectively.
How it works: The feature includes fields like occasion selection, promotion type (e.g., percent discount), item name, and a pre-filled final URL for the app. Advanced options allow for tracking URLs and scheduling, ensuring campaigns are timely and trackable. A preview feature helps visualize how ads will appear across Search and Display networks.
First seen. We first were made aware of this update from David Vargas’s LinkedIn:
The bottom line: As Google Ads expands its capabilities, this feature presents a valuable opportunity for app marketers to leverage event-driven promotions, potentially driving higher engagement and conversions during peak periods. Keep an eye out for this feature as it rolls out more broadly.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 3rd, 2024
Microsoft Advertising rolled out several updates this September, building on recent advancements in AI and retail media. Following August’s highlights on Joint Business Plans and AI-driven insights, these new features are designed to make advertising more efficient, relevant, and accessible.
Key updates:
- Enhanced Display and Video Ads: Starting this month, advertisers can access new bidding strategies, targeting options, and conversion tracking for display and video ads. These tools offer greater flexibility to tailor ads across the funnel.
- Native Ads with Logos and Call to Actions: Advertisers can now add business logos and call-to-action buttons to native ads, increasing engagement. Options include automated calls to action or importing them from Google.
- IAS Verification Across All Ad Formats: Microsoft now supports IAS verification for viewability, brand safety, and invalid traffic on native, display, and video ads, regardless of bid strategy. Advertisers can integrate their IAS tag URL within the platform.
Making Connected TV (CTV) more accessible
Microsoft Advertising is expanding its CTV offerings to make this powerful medium available to businesses of all sizes. Advertisers can now:
- Use longer Video Ads: Support for 45 and 75-second video ads caters to new pharma regulations and provides more creative flexibility for all industries.
- AI-Powered creative recommendations: Integrated AI tools now assist in generating ad content for CTV, using existing assets to create video-ready ads.
Performance Max Updates
Microsoft continues to refine its Performance Max campaign type, with key updates including:
- SA360 Support: Performance Max campaigns imported from Google are now fully supported.
- Search Term Insights: Rolling out to all advertisers, this feature provides deeper insights into campaign performance.
- Search Themes: Now in pilot, these themes help optimize campaigns during the learning phase.
New bid strategy available. For those focusing on high-value conversions, the Max Conversion value bid strategy is now available for portfolio bidding, helping advertisers maximize the total sales value of their campaigns.
Why we care. These updates are worth paying attention to as they are most likely to boost engagement, and provide greater flexibility in campaign customization. With even more AI-driven tools, expanded access to premium channels like Connected TV, and advanced verification features, these updates give more ways to reach the right audience, optimize performance, and protect your brand.
The bottom line: These updates not only expand the capabilities of Microsoft Advertising but also streamline the process for advertisers, making it easier to reach and engage audiences across various platforms and formats.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Saturday, August 31st, 2024
Google rolled out a significant update to Google Analytics 4 (GA4), allowing users to compare their performance with other businesses in their industry.
Why we care: This new feature will provide valuable context for advertisers trying to understand their performance relative to their peers, potentially informing strategic decisions and goal-setting.
How it works.
- Users can access benchmarking data if their property has the “Modeling contributions & business insights” setting enabled in Admin > Account Settings.
- Benchmarks are refreshed every 24 hours.
- The summary displays:
- Your trendline.
- Median in your peer group.
- Range in your peer group (25th to 75th percentile).
Key features.
- Customizable peer groups: Users can select from various categories to find the most relevant comparison group.
- Data privacy: Google assures that benchmarking data is encrypted, protected and aggregated to maintain privacy.
- Wide range of metrics: Covers acquisition, engagement, retention and monetization.
The big picture. This update addresses a long-standing need in the analytics community for comparative data, allowing businesses to gauge their performance more accurately within their industry context.
What’s next. Users are encouraged to check their GA4 accounts for this new feature and explore how it can enhance their analytics insights.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Saturday, August 31st, 2024
Google rolled out a significant update to Google Analytics 4 (GA4), allowing users to compare their performance with other businesses in their industry.
Why we care: This new feature will provide valuable context for advertisers trying to understand their performance relative to their peers, potentially informing strategic decisions and goal-setting.
How it works.
- Users can access benchmarking data if their property has the “Modeling contributions & business insights” setting enabled in Admin > Account Settings.
- Benchmarks are refreshed every 24 hours.
- The summary displays:
- Your trendline.
- Median in your peer group.
- Range in your peer group (25th to 75th percentile).
Key features.
- Customizable peer groups: Users can select from various categories to find the most relevant comparison group.
- Data privacy: Google assures that benchmarking data is encrypted, protected and aggregated to maintain privacy.
- Wide range of metrics: Covers acquisition, engagement, retention and monetization.
The big picture. This update addresses a long-standing need in the analytics community for comparative data, allowing businesses to gauge their performance more accurately within their industry context.
What’s next. Users are encouraged to check their GA4 accounts for this new feature and explore how it can enhance their analytics insights.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Friday, August 30th, 2024
Google Search finally supports the AVIF file format in Google Search, Google Images and all locations Google Search shows images such as Google Discover, Google News and so forth. “We’re happy to announce that AVIF is now a supported file type in Google Search, for Google Images as well as any place that uses images in Google Search,” John Mueller, Google Search Advocate, wrote.
What is AVIF. AV1 Image File Format is an open, royalty-free image file format specification for storing images or image sequences compressed with AV1 in the HEIF container format. It competes with HEIC, which uses the same container format built upon ISOBMFF, but HEVC for compression.
Google said it is one of the mostly widely used image formats today. “AVIF is an open image file format based on the AV1 video compression standard,” Google added.
What this means for SEO. Technically nothing. Google said, if you are using AVIF formats, you don’t need to do anything, Google will now process them and use them like they would other image formats. “You don’t need to do anything special to have your AVIF files indexed by Google,” John Mueller wrote.
In March 2024, Google hinted this support was coming soon and now it is here.
You can see the full list of supported image file types over here.
More details. Mueller wrote:
“AVIF is an open image file format based on the AV1 video compression standard. It’s supported by all major web browsers, and images in AVIF image file format are supported by a variety of services and platforms on the web, including WordPress, Joomla, and CloudFlare. It’s not recommended to blindly make sweeping changes to images across a website: take the time you need to evaluate which format works best for your specific needs. If you do choose to change image file formats for some of your images, and if this results in changes to filenames or extensions, make sure to set up server-side redirects.”
Why we care. If you are using workarounds for AVIF files on your sites, you no longer need to. Google now natively supports AVIF file types in Google Search.
Also, any workarounds you have, you can now remove.
Make sure to watch your Search Performance reports for any changes you make around AVIF files, to ensure Google is processing those images properly going forward.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Friday, August 30th, 2024
Welcome to the first installment of our article series on artificial intelligence (AI) for marketing beginners. This aims to demystify AI, providing foundational knowledge and practical insights on how AI can help your marketing efforts.
This introductory article explores AI and why it’s significant and highlights key milestones. I’ll also share actionable steps you can take to start integrating AI into your marketing strategy.
What is AI?
Artificial intelligence or AI, refers to the simulation of human intelligence processes by machines, particularly computer systems.
These processes include:
- Learning (the acquisition of information and rules for using the information).
- Reasoning (using rules to reach approximate or definite conclusions).
- Self-correction.
In the context of marketing, AI involves using data and algorithms to predict, analyze and enhance marketing strategies and decisions.
Why is AI significant in marketing?
AI is incredibly important in marketing. It helps marketers connect better with their audience, run more effective campaigns and improve ROI.
Here are a few key reasons why AI is crucial for modern marketing:
Personalization
AI enables highly personalized marketing experiences by analyzing consumer data and behavior.
This means tailored content, product recommendations and targeted ads that resonate more with individual consumers.
Efficiency
AI automates repetitive tasks such as data analysis, email marketing and social media posting, freeing up valuable time for marketers to focus on strategy and creativity.
Predictive analytics
AI-powered tools can forecast future trends and consumer behavior, allowing marketers to make data-driven decisions and stay ahead of the competition.
Enhanced customer experience
AI-driven chatbots and virtual assistants provide instant, personalized responses to customer inquiries, improving overall customer satisfaction and engagement.
Cost savings
By optimizing ad spend and reducing the need for manual labor, AI helps businesses save money while achieving better results.
The future of AI
Before we delve into the historical milestones of AI, it’s important to understand where the technology is heading.
The ultimate goal of AI research is to develop general artificial intelligence (GAI), also known as strong AI or artificial general intelligence (AGI).
General AI refers to a hypothetical form of AI that could think and learn like a human, unlike today’s AI systems, which are designed for specific tasks (narrow AI).
Although general AI is an exciting idea, we’re not there yet. The AI tools transforming marketing today are still narrow AI. Each advancement in AI brings us closer to the potential of general AI.
Key milestones in the development of AI
Understanding the historical development of AI gives us a deeper appreciation of its capabilities and future potential. Here are some significant milestones in AI’s evolution:
1950s: The birth of AI
- The term “artificial intelligence” was coined by John McCarthy in 1956 during the Dartmouth Conference.
- This period saw the development of the first AI programs, including the Logic Theorist and the General Problem Solver.
1960s: Early research and development
- The 1960s marked significant advancements in AI research, with the creation of the first neural networks and the development of ELIZA, an early natural language processing program.
1980s: The rise of expert systems
- AI research gained momentum with the advent of expert systems, which mimicked human decision-making processes.
- These systems were widely used in fields such as medicine and finance.
1990s: Machine learning emerges
- The focus shifted to machine learning, a subset of AI that involves training algorithms to learn from data.
- Notable achievements include IBM’s Deep Blue defeating world chess champion Garry Kasparov in 1997.
2000s: Big data and AI integration
- The explosion of big data in the 2000s fueled AI’s rapid growth.
- AI systems became more sophisticated, with applications in various industries, including marketing, healthcare and transportation.
2010s: Deep learning and AI everywhere
- The 2010s witnessed the rise of deep learning, a more advanced form of machine learning.
- AI-powered technologies such as voice assistants (e.g., Siri, Alexa) and autonomous vehicles became mainstream.
2020s: AI in everyday life
- Today, AI continues to evolve, with advancements in natural language processing (e.g., GPT-3), computer vision and more.
- AI is now an integral part of everyday life and business operations, revolutionizing how we interact with technology.
5 actionable steps for beginners
Now that you understand the basics of AI and its significance, here are some actionable steps to help you start integrating AI into your marketing efforts:
1. Explore AI tools
Begin by exploring marketer-friendly AI tools such as:
- HubSpot: Offers AI-powered marketing automation features.
- Grammarly: Uses AI to improve your writing.
- Canva: Has AI features for designing marketing materials.
- ChatGPT: Can help generate content ideas and drafts.
- Perplexity: Is an answer engine that aims to provide more contextualized and accurate answers compared to traditional search engines
2. Start with small projects
Implement AI in small, manageable projects. For example, use AI tools to:
- Personalize email marketing campaigns.
- Automate social media posting and analytics.
- Analyze customer data for insights.
3. Use AI for content creation
Leverage AI to enhance your content creation process. Tools like Copy.ai and Jasper can help generate blog post ideas, write drafts and even create social media posts.
A word on AI hallucinations
AI hallucinations refer to instances where generative AI systems generate false or nonsensical information that appears plausible but has no basis in reality.
This phenomenon is crucial to understand when using AI in marketing, as it can result in inaccurate content, misleading analytics or inappropriate customer interactions.
To mitigate this, always verify AI-generated content, use human oversight and choose reputable AI tools with built-in safeguards.
4. Learn and adapt
AI is constantly evolving. Stay updated with the latest trends and advancements by following reputable sources such as:
- AI newsletters: Subscribe to newsletters like “The Algorithm” by MIT Technology Review.
- Online courses: Enroll in AI and marketing courses on platforms like Coursera and Udemy.
5. Join AI communities and educate yourself
Engage with online communities and forums dedicated to AI and marketing.
Platforms like Reddit and LinkedIn have groups where you can ask questions, share experiences and learn from others.
I have found Medium to be a great resource for AI education. But if you ever want to play around with Midjourney, they have a ton of content on perfecting your prompts.
Prompt examples
It’s important to understand the structure and elements that make a prompt clear, specific and actionable for AI.
Here are key components and best practices:
Components of a prompt
- Context: Provide background information or the scenario that sets up the prompt. This helps the AI understand the situation better.
- Task: Clearly define the specific task you want the AI to perform. This can be a question, an instruction or a request for specific information.
- Constraints/Instructions: Include any specific guidelines, limitations or instructions that the AI should follow while generating the response.
- Examples (if necessary): Providing examples can help clarify what you’re looking for and guide the AI towards the desired outcome.
Midjourney prompt: Image creation
- “/imagine prompt: A compelling LinkedIn banner image, featuring a diverse team in a brainstorming session, whiteboard filled with ideas. Bright, inspiring colors, viewed from an overhead angle. Background of a modern office with large windows and natural light. Sharp details, dynamic lighting, collaborative ambiance. Created Using: digital photography, realism, high detail, natural lighting, dynamic composition, innovative atmosphere, hd quality –v 6.0”
ChatGPT prompt: Social media content ideas
- “Our company, [COMPANY NAME], is launching a new product/service in [MONTH/YEAR]. Can you suggest some social media content ideas that will help us build buzz and generate interest among our target audience? Additionally, please create a 30-day content calendar that includes specific posts, themes and strategies to maximize engagement and anticipation leading up to the launch.”
ChatGPT prompt: Email ideation
- “Can you generate three versions of a comprehensive series of educational emails for [MY COMPANY NAME] in the [INDUSTRY] industry on the topic of [TOPIC]? Each email should provide in-depth insights, actionable tips and practical advice that our subscribers will benefit from. Additionally, please include engaging subject lines, personalized greetings and clear calls to action to enhance engagement. Ensure the content is well-structured, informative and tailored to different segments of our audience, reflecting their varied needs and interests. The series should also align with the latest trends and best practices within the [INDUSTRY] industry.”
Dig deeper: Advanced AI prompt engineering strategies for SEO
Understanding the tech reshaping the marketing landscape
By learning the basics of AI and its significance and implementing these actionable steps, you’re already on the path to becoming a more informed and empowered marketer.
Embrace AI’s possibilities and get ready to elevate your marketing game to new heights.
Dig deeper: How AI will affect the future of search
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Friday, August 30th, 2024
We all love to take a little time away from the grind during the slow season (which for many of us is right now), but smart PPC marketers are also using the time to get in the prime position when the tide is higher.
- In retail, that will fire up in October (probably earlier than ever this year).
- In B2B, that means prepping for the end-of-year push that comes from needing to hit quotas and engaging brands about to be flush with new yearly budgets.
No matter your vertical or the particular timing, there are five tests I like to run during the slower season to help clients get learnings to leverage when the tide is high. Those are:
1. Channel diversification tests
When choosing a new channel to test, the first things to consider are:
- How effectively it can help you reach valuable users.
- Where the right people spend their time.
Depending on your company’s size and goals, you can weigh the pros and cons of niche platforms with great targeting and intent (for SaaS, maybe that’s relevant subreddits or a platform like Capterra) vs. bigger platforms with more reach and less precise targeting (YouTube or connected TV).
Once you choose your channel(s) to test, you must find some budget. Ideally, your brand or client has a test budget to play with, but if not, consider shifting the budget from the same stage of the purchase journey.
For instance, if you’re looking to build awareness and you’d like to test Reddit, assess how spend on platforms like GDN is performing to see if you can pull from there without impacting your revenue too dramatically.
Timing-wise, I believe there are no bad times to run tests. Still, remember that your goal should be to learn.
If demand is relatively low, you’re not running aggressive promotions and direct response is relatively soft, it’s a particularly good time to test up in the funnel.
When you’re weighing timing, use the tests to get information you can leverage in your peak season.
Dig deeper: Un-silo your PPC campaigns: 4 tactics for more cohesive marketing
2. Landing page and CRO tests
The soft season is also a good time to tweak your existing landing pages or launch new ones to see how they perform.
The ultimate goals are to improve user experience and conversion rates – some of our clients have seen a 15%+ boost from these efforts.
Build your list of landing pages to address based on a combination of impact (engagement volume) and opportunity (low CVR).
You can assess this by looking at your data (spend, traffic and CVR) within your ad platforms or do some cross-channel assessments in GA4.
First, test the higher-impact variables:
- Copy above the fold.
- A layout that delivers impact at a glance.
- Adding different types of social proof.
- Form fields and copy.
- Different CTAs.
To get the clearest insights when tweaking or revamping a page, duplicate it and run A/B tests between the new and old versions. This approach also prevents performance from dropping if you’re testing riskier changes.
Dig deeper: A/B testing mistakes PPC marketers make and how to fix them
3. Seasonal creative and offer tests
There’s only so much advanced testing of seasonal creative you can do (Christmas themes might not work in July, for example), but you can test how different specials, promotions and CTAs resonate with your users.
It’s also a good idea to look for different opportunities to run seasonal PPC promotions:
- For retail, the usual examples would be Mother’s Day, Father’s Day and other relevant secondary holidays.
- For B2B, the end of the quarter and the need to hit quota can leave room for limited-time promotions to test with your users.
Many industries can have their own seasonal spikes, too.
Consider the academic calendar if you’re in the education space or the enrollment period if you’re in health and schedule some tests outside of high tide to get learnings to leverage.
Dig deeper: 3 tips for using promotions and discounts in paid search
4. Incrementality testing
One of my favorite testing initiatives for slower times is incrementality testing.
Basically, test segments of your campaigns to see if they’re actually driving the return you think they are or if users in those segments would be engaging or purchasing without seeing your ads.
These can take the form of holdout tests or geo tests.
- For holdout tests, create groups that do not receive your ads and measure their performance against similarly composed groups that are seeing your ads to gauge the difference.
- For geo tests (a form of holdout tests), identify specific geographic areas to suppress and measure the performance of those geos to those still getting served ads.
Successful learnings from these tests depend on a few key factors:
- The right variable (and only one variable, whether that’s geo or age or another factor).
- Identifying segments to compare that are close enough in composition to produce clean results.
- Enough data density to make a call on the level of incrementality your spend is driving.
If you find that your campaigns aren’t all that incremental, the next step is to determine where to reallocate the spend for greater impact.
Often, moving funds away from direct response and up the funnel to build brand awareness and reputation is a long-term play.
If you’re thinking about when to start incrementality testing, the most common reason is that you’re spending more but not seeing a higher return.
Another reason, though less common, is when your closed-won rate drops in the later deal stages. This suggests there’s a chance to strengthen customer loyalty earlier in the process.
Dig deeper: Incrementality testing in advertising: Who are the winners and losers?
5. Default settings testing
Yes, this is kind of an excuse to remind you to check your default settings (e.g., Google Search Partners, audience expansions in any channel, etc.).
My rule of thumb is to turn off any settings that will give the advertising platform power to expand your campaigns.
For smaller brands or brands without a sophisticated analytics set-up, it’s best to just turn off these settings and monitor impact (I’m guessing the impact will be improved efficiency).
Even for brands with more robust measurement systems that tell them that GSP and audience expansions are bringing in revenue, the slow season is a good time to do some on/off testing to measure the effects in their campaigns.
Dig deeper: Improve your Google Ads performance: 3 simple setting changes
Prepare your PPC campaigns for high-demand periods
Human nature makes it hard to knuckle down when the sun is shining, and you’re months away from seeing the traffic that will make or break your year. But your competitors are feeling the same pull to power down their laptops.
Brands that run these tests now and have a system for analyzing and storing the results to deploy when the tide starts rising will have a big edge in crunch time.
Just remember that when you’re patting yourself on the back in late December, you have your summertime self to thank.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
