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Smart Shopping campaigns in Merchant Center will automatically upgrade to Performance Max

Friday, September 9th, 2022

Any new campaigns created in Merchant Center will now be Performance Max campaigns.

Completing the transition. In July we reported that Google was beginning to automatically upgrade Smart Shopping campaigns to Performance Max. The upgrades were to begin in Google accounts between July and September.

Additionally, Google just announced that any campaigns in the Merchant Center would automatically be upgraded as well, and any new campaigns created would be Performance Max. Any campaign settings and budgets will also be transferred over.

To upgrade or not to upgrade. If you’re confused about what to do or not sure if you should upgrade your campaigns yourself, here’s what you need to know:

1. The automatic updates from Google should finish sometime this month
2. If you are still running Smart Shopping campaigns in Google, use the one-click upgrade tool to switch your Smart Shopping campaigns to Performance Max
3. If you are running Smart Shopping campaigns through Merchant Center, pause it and create a new Performance Max campaign, or let Google upgrade it automatically and look for the “Performance Max (Upgraded)” notification in your account
4. Once the upgrades are complete, double-check your budget and settings to ensure that everything is set to where you want it
5. Read the FAQs from Google and the announcement about Merchant Center upgrades here

Why we care. Google’s constant reminders about the automatic upgrades can be confusing and redundant, but if you’re still running Smart Shopping campaigns, all you need to do is upgrade them yourself, or wait for Google to do it for you. The transition to Performance Max should be finished this month.

The post Smart Shopping campaigns in Merchant Center will automatically upgrade to Performance Max appeared first on Search Engine Land.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Instagram is cutting back on its shopping features

Friday, September 9th, 2022

Instagram is planning to scale back on its shopping features to focus more on e-commerce efforts that directly drive advertising.

A change in priorities. In an internal memo this week Instagram staffers were told that the Shopping page would eventually disappear “given shifts in company priorities.” The memo states that Instagram isn’t going to abandon shopping altogether, but instead test a simpler, less personalized version of the page known as “Tab Lite.”

TikTok Lite. Instagram has come under criticism as of late for focusing too much on Reels and short-form videos, giving the platform more of a TikTok feel rather than the photo-sharing app it used to be. Celebrities like Kylie Kardashian made headlines when she shared a post urging Instagram to “stop trying to be like TikTok.”

There is a petition on Change.org to “Make Instagram Instagram Again.”

Will Instagram retreat. According to Reuters, this latest effort is an attempt by Instagram to move away from some of its longer-term projects to double down on video.

Why we care. Advertisers and brands who relied heavily on Instagram shopping features may need to find another way of promoting their products. Tough there is no word on when the changes will take effect, advertisers should start preparing for the changes as soon as possible.

The post Instagram is cutting back on its shopping features appeared first on Search Engine Land.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

What is quality content?

Friday, September 9th, 2022

Quality content is subjective. Some people will want a beginner-level summary while others want more depth and expert insights. Quality content will be better than the content that currently exists and readers will find it useful, memorable and are likely to share the content.

As SEOs, we typically write about things that people are searching for. This makes the content useful, but if you read many top-ranking sites, they often say the same things. Reading the first few results might feel like you’re reading the same content over and over again.

There are a lot of buzzwords like 10x content or skyscraper content, but all you really need to do is to make something better than what exists.

When writing new content, you have an advantage. You can see the content that ranks, and that’s the bar you need to exceed.

Let’s look at how to do that.

How to create quality content

Creating quality content is part science and part art. It also requires a lot of hard work and expertise.

SEOs have access to a ton of data. We can see:

• All the things people search for with keyword research.
• All the things that top content ranks for.
• All the things that existing content talks about.

Many people making a query intend to find basic information in a quick and easy format. Content that is organized, simplified, and easy to read and scan is useful.

Much of the content created by SEOs is intended to rank in search engines, but it’s also useful for users. We tend to cover what users are searching for and answer questions about the topic. For many users, that kind of content makes for a great introduction to a topic.

The problem is that, in many cases, we’re just faking expertise, or we have writers who are faking expertise.

To create quality content, you need real expertise. 

You can differentiate your content from what currently exists by:

• Sharing your experience, stories, and insights.
• Including data only available to you.
• Having an opinion, a unique take or a different viewpoint.

Many of the pages that are currently ranking have likely been ranking for years. They may have updated and refined their content in that time to make it better.

Existing content may also have a lot of powerful and relevant links. There’s a phenomenon where top-ranking content tends to get more links, making it difficult to beat.

You have to be extraordinary and put in the effort to overcome content like that. It won’t be easy. 

If you want to beat them, you likely need a team of people. 

• An SEO to do the research.
• A great writer and storyteller.
• An expert for their unique insights.
• An editor to correct any mistakes. 

Each person adds valuable skills needed to create quality content.

Creating this kind of content takes more effort than most companies are willing to invest in. Without showing some sort of initial results, it can be hard to get buy-in. Once you have a couple of hits or some initial results, it can be much easier to argue for the resources needed to create this content.

A trap I find many companies fall into is creating content as a one-off task rather than an iterative process. You can always improve your current content when you have more resources and want to get better results.

For example, this is actually my second time writing this article for Search Engine Land. I originally wrote a piece about quality content for them back in 2016, and I have a lot more experience and expertise to share now than I did all those years ago.

How to measure quality

Measuring quality is hard because it is subjective. Many SEOs will look at things like word count and keyword density, but these are bad metrics. Some queries, like a person’s age, can be fully answered with one number. You don’t need their entire life story. 

There’s no one right way to measure quality. 

SEOs may want to look at:

• Rankings.
• Traffic.
• Links.
• Mentions.
• Social shares. 

Businesses will want to measure:

• Conversions.
• Qualified leads.
• Revenue. 

You may also want to consider things like user satisfaction.

Search engines have the difficult job of figuring out what are good results for many different users with many different wants and needs. In general, they tend to show a variety of content that meets different user intents so that each person will likely find something useful to them. 

Let’s take a look at some of the guidance search engines have provided for creating content.

How search engines think about quality content

Google created many algorithms intended to determine what content is best for users. They also provide a lot of guidance on what they are looking for. 

Some of the terms they use to describe the type of content they are looking for are:

• Expert.
• Authoritative.
• Trustworthy.
• Relevant.
• Useful, helpful.
• High-quality.
• Original.
• Comprehensive.
• Interesting.
• Insightful.
• Factual.
• Detailed.
• Engaging.
• Credible.
• Informative.
• Valuable.
• User-centric.
• Authentic. 

Most of those are subjective adjectives and are hard to measure. Still, they provide a lot of guidance with the questions their engineers are asking themselves and even the guidance they give their quality raters.

Google Webmaster Quality Guidelines

Google has quality guidelines, which are:

Basic principles

• Make pages primarily for users, not for search engines.
• Don’t deceive your users.
• Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”
• Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.

Specific guidelines

Avoid the following techniques:

• Automatically generated content intended to manipulate search rankings
• Participating in link schemes
• Creating pages with little or no original content
• Cloaking
• Sneaky redirects
• Hidden text or links
• Doorway pages
• Scraped content
• Participating in affiliate programs without adding sufficient value
• Loading pages with irrelevant keywords
• Creating pages with malicious behavior, such as phishing or installing viruses, trojans, or other badware
• Abusing structured data markup
• Sending automated queries to Google

Follow good practices:

• Monitoring your site for hacking and removing hacked content as soon as it appears
• Preventing and removing user-generated spam on your site

Google on how to create valuable content

Then there’s this section (archived via the Wayback Machine) from Google’s Webmaster Academy course, which provided guidance on how to “create valuable content.”

As you begin creating content, make sure your website is:

Useful and informative: If you’re launching a site for a restaurant, you can include the location, hours of operation, contact information, menu and a blog to share upcoming events.

More valuable and useful than other sites: If you write about how to train a dog, make sure your article provides more value or a different perspective than the numerous articles on the web on dog training.

Credible: Show your site’s credibility by using original research, citations, links, reviews and testimonials. An author biography or testimonials from real customers can help boost your site’s trustworthiness and reputation.

High-quality: Your site’s content should be unique, specific and high-quality. It should not be mass-produced or outsourced on a large number of other sites. Keep in mind that your content should be created primarily to give visitors a good user experience, not to rank well in search engines.

Engaging: Bring color and life to your site by adding images of your products, your team or yourself. Make sure visitors are not distracted by spelling, stylistic and factual errors. An excessive number of ads can also be distracting for visitors. Engage visitors by interacting with them through regular updates, comment boxes or social media widgets.

Google’s Quality Rater Guidelines

It’s worth reading the Google Search Quality Ratings Guidelines (multiple times). I’ve pulled out some of the important parts specific to quality here:

4.1 Characteristics of High Quality Pages

High quality pages exist for almost any beneficial purpose, from giving information to making people laugh to expressing oneself artistically to purchasing products or services online.

What makes a High quality page? A High quality page should have a beneficial purpose and achieve that purpose well. In addition, High quality pages have the following characteristics:

• High level of Expertise, Authoritativeness, and Trustworthiness (E-A-T).

• A satisfying amount of high quality MC, including a descriptive or helpful title.

• Satisfying website information and/or information about who is responsible for the website. If the page is primarily for shopping or includes financial transactions, then it should have satisfying customer service information.

• Positive website reputation for a website that is responsible for the MC on the page. Positive reputation of the creator of the MC, if different from that of the website.

4.2 A Satisfying Amount of High Quality Main Content

The quality of the MC is one of the most important criteria in Page Quality rating, and informs the E-A-T of the page. For all types of webpages, creating high quality MC takes a significant amount of at least one of the following: time, effort, expertise, and talent/skill. For news articles and information pages, high quality MC must be factually accurate for the topic and must be supported by expert consensus where such consensus exists.

For each page you evaluate, spend a few minutes examining the MC before drawing a conclusion about it. Read the article, watch the video, examine the pictures, use the calculator, play the online game, etc. Remember that MC also includes page features and functionality, so test the page out. For example, if the page is a product page on a store website, put at least one product in the cart to make sure the shopping cart is functioning. If the page is an online game, spend a few minutes playing it.

The purpose of the page will help you determine what high quality content means for that page. For example, High quality information pages should be factually accurate, clearly written, and comprehensive. High quality shopping content should allow users to find the products they want and to purchase the products easily. High quality humor or satire should be entertaining, while factual accuracy is not a requirement as long as the page would be understood as satire by users.

The amount of content necessary for the page to be satisfying depends on the topic and purpose of the page. A High quality page on a broad topic with a lot of available information will have more content than a High quality page on a narrower topic. Here are some examples of pages with a satisfying amount of high quality MC.

How does Google define helpful content?

Google has also provided best practices and questions to ask yourself around some of its major algorithm updates – Panda, Core, Product Review and helpful content.

You can find that all compiled in this article: What is helpful content, according to Google.

Google algorithms and related resources:

• Panda
• Core Updates
• Product Reviews Update
• Helpful Content Update

How Microsoft Bing considers content quality

Microsoft Bing also provides some guidance that breaks down content quality into three “pillars”:

• Authority: Can we trust this content?
• Utility: Is the content useful and sufficiently detailed?
• Presentation: Is the content well-presented and easy to find?

Final thoughts

Creating quality content takes time, effort, resources and expertise.

You have to put in more work, be more creative and have more knowledge than those who came before you to create something great.

If you can pull it off, you can create a moat that makes it difficult for others to cross. Even if they manage to surpass you, with a little more work you may be able to retake the top spot from them.

Keep at it and create something awesome!

The post What is quality content? appeared first on Search Engine Land.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Webinar: 5 ways to survive an uncertain economy

Thursday, September 8th, 2022

Most marketers work day in and day out to stay on top of how their market is evolving, but just one unexpected factor can shift the entire trajectory of your industry.

Join this webinar for an eye-opening discussion about how to identify consumer concerns, determine market barriers and where potential gaps may be using consumer and market intelligence.

Register today for “Sink or Swim: 5 Ways to Survive a Struggling Economy,” presented by NetBase Quid.

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4 tips to get the most out of the Google Ads interface

Thursday, September 8th, 2022

Nora Ephron tells the story of when she first fell in love with journalism. 

Her journalism teacher, Mr. Simms, asked the class to write the lead for an article using these facts:

 “Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a colloquium in new teaching methods. Among the speakers will be anthropologist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund ‘Pat’ Brown.”

The class followed the “who / what / where / when / why” rubric they’d learned to create leads about the colloquium and its agenda, all of which Mr. Simms rejected.

The lead, he finally explained, was “There will be no school on Thursday.”

That was when Ephron learned that “the point” was more important than the details.

With that in mind, if the Google Ads interface were in a journalism course, it’d probably fail.

The charts and tables in Google Ads provide an overwhelming amount of facts and data, but don’t distinguish between high and low importance. Instead, the interface jumbles everything together, often leaving out key information and focusing on the trivial.

In this article, you’ll learn how to turn that around.

Even though the “factory settings” bury the lead, key details reveal the hook of your data story hidden in the Google Ads interface.

Fire up your Google Ads account, and let’s dive in.

1. Un-bury the lead

Just like young Ephron and her journalism classmates, Google Ads will give you a lot of details without ever getting to the point.

Your mission is to find what matters most, and make that the focus of your tables and charts. 

If you feel overwhelmed just looking at all the data and metrics in the Google Ads interface, start here:

Fix your overview summary card

The summary card in your overview page features unimportant metrics by default.

Here we see a card with clicks, impressions, CPC, and cost. Most likely, none of these are your most important metrics, so why would you feature them on an overview card?

How to fix the overview summary card

• Click the drop-down arrow next to each metric to change it.
• Click the background of the scorecard to toggle between adding or removing it from the chart.
• Click the three dots in the upper right corner to change the date segment or download the data.

Simply switching your metrics to your key performance indicators (KPIs) already makes the card much more useful. 

Most clients don’t care how many clicks they got, but they care very much that they drove $25 million in revenue, and how that metric is trending. 

Setting your card to reflect your KPIs helps you know whether you’re on track to hit your targets, and where to dig deeper.

Fix your statistics table

As with the overview summary card, the statistics tables in the Google Ads interface aren’t calibrated to help you find the point.

In English, we read left to right, so the most important metrics should be on the left.

But are they?

If looking at your metrics in the interface makes your eyes glaze over, you probably don’t have your columns organized correctly.

How to add and arrange columns

• Click on Columns and select Modify columns from the drop-down.
• Modify or customize columns to reflect your key metrics.
• Reorder columns to lead with the most important.
• Hit Apply to save.

While modifying columns isn’t a deep secret of the Google Ads interface, it will give you a huge edge in your account optimization if you aren’t doing it already.

Reviewing a statistic table setup like this makes it almost impossible to know what to do next:

After arranging the columns and adding a time period comparison, it’s a different story:

You can immediately tell which campaigns are performing well, compared to each other and compared to last year. 

Prioritize the most important info to make better decisions in the account, and prevent that feeling of dread when you’re just staring at data but have no idea what to do next.

2. Decouple your conversion actions

We’ve established that prioritizing Google Ads conversions in the interface will make it easier for you to optimize.

But not all conversions are created equal.

That’s because “conversions” aren’t a standardized metric, and can refer to different actions with different values for your business.

Any of these can be tracked as a conversion in Google Ads:

• A sale
• A page view
• A download
• A phone call
• A link click

It’s up to the advertiser to define which actions are tracked as conversions, but by default, all conversions are rolled up and reported on as a single activity.

Here we see a Google Ad statistics table with 358 conversions, for a nice CPA of only $5.19:

But what exactly are the conversions that are shown here?

To find out, go to Segment and select Conversions > Conversion action.

It turns out that less than 4% of conversions were actually for booked demos, the company’s primary KPI. The remaining 96% of conversions were page views (About Us, View Pricing) which were automatically imported into the account and tracked as conversions:

The actual CPA for a booked demo isn’t $5 but $142. ($1,857 divided by 13 demos.)

Applying this segment can help you quickly get to the bottom of which conversions are being tracked and how each performs at a campaign level, so you can fix your tracking or change your optimization strategy.

It may not be the story you want, but it’s the story you need.

3. Are you really ‘message matching’ (or do you just think you are)?

You know what message match is. It’s when the keyword, ad and landing page are all about the same thing. 

Also known as “congruence,” message match is critical for improving your quality score, boosting your performance, and keeping the attention of your prospects.

But getting every single keyword in alignment with every single ad is no small thing, especially now that responsive search ads (RSAs) introduce so much variation to ad text. (Maybe the keyword matches perfectly on versions 1,2 and 4 but bombs on version 3.)

Here’s how to tell if your keywords and ads are aligned.

Segment your ads by keywords

In your Ad page’s statistics table, go to Segment > Keyword text.

In this view, you’ll play a game of “one of these things is not like the other” to see if all your keywords are performing similarly, or whether there are any outliers.

The table above shows that the brand “promo” ad is doing great on searches for discounts and coupons, but “sales” isn’t driving any sales. Not only that, the CTR is only 7%, which is far below the average 25% for this ad.

So what now?

You could:

• Pause the keyword.
• Edit the ad.
• Create a new ad group that better emphasizes the keyword in the ads.

Any of these options could be the best choice for improved message match, it all depends on the keyword, ads and offer. 

4. If you don’t segment ad extensions, your data will be wrong

Is there any part of the Google Ads interface that’s as misleading as Extensions tables? This table goes beyond “burying” the lead and makes it disappear completely.

For example, let’s pop in to check on how our “Gift Cards” sitelink is performing.

Looks great, right? $1.6 million in revenue, 73K clicks – this extension is on fire!

You know where this is going. Head over to Segment and select This Extension vs. Other. Now let’s have another look at the performance:

Turns out the sitelink only got 64 clicks, driving less than $2K in revenue.

The rest of the performance data relates to the headline or literally any other part of the ad that wasn’t the sitelink, but served when the sitelink served.

By default, the table will show you incomplete or inaccurate data about your extensions. Always use This Extension vs. Other for a true evaluation of performance.

Channel your inner journalist

Like an investigative journalist, you can learn to uncover the lead, and focus on what matters most in your account.

The Google Ads interface is constantly changing, without much announcement or fanfare. This article only scratches the surface of what you can uncover.

For instance:

• Find out how mobile landing pages affect your conversion rates by segmenting landing pages by device type.
• See if Search Partner volume has changed by segmenting for Network (with search partners).
• Filter your search term data by search term text to quickly see the spread of keywords triggered by similar queries.

Be curious, and see how you can use new filters, segments, columns and report features. You’ll be an expert in getting to the point of your data in no time!

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Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Google is rolling out new campaign and ad group Setup columns

Thursday, September 8th, 2022

Google is slowly rolling out new Setup columns at the campaign and ad group levels.

What is a Setup column. The new Setup column was first noticed by Steve Seeley, who posted about the update on Twitter.

The Setup column includes information about:

• Disapproved ads
• Disapproved keywords
• Eligible ads
• Eligible keywords
• Eligible Responsive Search Ads
• Eligible ad groups
• Responsive search ad-strength details
• Eligible sitelink extensions
• Eligible image extensions

What Google says. Ads Liason Ginny Marvin commented that the Setup column was available to help advertisers “quickly identify any campaign/ad group setup issues..”

More Setup column info. You can read more info about the new Setup columns here.

Why we care. This info should help advertisers identify issues in their campaigns and ad groups as well as quickly find images, keywords, and ads that need to be adjusted. If you have access to the new Setup column, you should see it in your settings at the campaign or ad group level.

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YouTube updates Masthead ad requirements to allow sports betting

Thursday, September 8th, 2022

YouTube is now allowing sports betting ads to serve on the masthead as long as the ads comply with the related gambling and games policy.

Recent masthead updates. Additional masthead updates were released in June for alcohol and prescription drugs. Full-day masthead reservations were discontinued and replaces with more targeted options. The new CPM option allows mastheads to be more accessible to a broader market of advertisers. 

Read the announcement. You can read the announcement from Google here. Google’s guidelines for advertising sports and gambling can also be found here.

Why we care. Advertisers who run YouTube campaigns for sports and gambling can now have their ads in the most prominent ad space, so long as they comply with YouTube policies.

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Google will update ad Destination requirements policy in October

Wednesday, September 7th, 2022

Starting next month, Google will update the Destination requirements policy requiring that ad experiences on destinations to conform to the Coalition for Better Ads Better Ads Standards.

What this means. This means that any ads that don’t conform to the new standards will be disapproved. Advertisers will be notified of disapprovals in the Ad Experience Report.

What Google says. Google made the announcement in an email, indicating that affected accounts may see their ads disapproved and to make adjustments by October. They did not give an exact date.

Advertisers can review destination requirements here.

Why we care. Advertisers who are unsure if their destinations meet the Better Ads Standards should review their accounts and make the necessary changes asap to avoid having ads disapproved.

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Webinar: How to choose whether to build or buy with this CDP checklist

Wednesday, September 7th, 2022

What’s best for you? A CDP out-of-the-box? Building a customer data solution yourself? There’s merit in both options, and this webinar is here to help you narrow down what’s best for your business.

Register today for “How to Decide to Build or Buy: A Customer Data Management Checklist,” presented by Acquia.

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Bill Slawski’s SEO by the Sea website to live on

Wednesday, September 7th, 2022

Bill Slawski recently passed away but his hosting company will continue to ensure his website lives on after the site went offline when the hosting payments were not being processed anymore.

SEO by the Sea. Bill Slawski has published thousands of articles on his SEO by the Sea website, some dating back as far as 2005. The site is known as the most authoritative resource on patents on how search engines work in the space. In fact, he has written countless articles breaking down complex search patents for search marketers and SEOs to understand. The site is referenced by other SEO resources for many many years and will continue to be referenced in the future.

For many in our industry, Slawski was probably best-known for researching, analyzing, interpreting and writing about Google and search-related patents and algorithms at SEO by the Sea. He started the SEO by the Sea blog in June 2005. On SEO by the Sea, Slawski covered it all – from the classics (PageRank, TrustRank, information retrieval) to today (machine learning, the Knowledge Graph, entities).

SEO by the Sea went offline. Earlier this month, his website went offline due to payment not being processed. Of course, with Bill’s passing, he was not able to make payment and the site automatically went offline. After the site went offline, the hosting company heard from the SEO community and that hosting company decided to reactive the site.

SiteGround, the hosting company, wrote on Twitter “We agree that the blog holds significant value for the SEO community, which is why we have reactivated the service. The site should be accessible shortly.”

About Bill Slawski. Slawski did SEO before Google existed. Heck, he did SEO before SEO was even called SEO. He started when all of this online stuff was simply known as internet marketing and web promotion, in 1996. He provided consulting services to help make websites easier to find online, help make them easier to use, and increase conversions and revenue for clients. Throughout his career, Slawski worked on all types of sites – nonprofits, Fortune 500, educational institutions, e-commerce, professional services, consumer goods, B2B and more. Prior to his search marketing career, Slawski earned a Juris Doctor degree and was a legal and technical administrator at the highest level court in Delaware for 14 years. Slawski lived in Carlsbad, California.

Why we care. This treasure trove of information about how search engines and SEO work will remain live, despite Bill’s passing. It is wonderful to report that Bill and his knowledge will continue to live on through his website, SEO by the Sea.

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