Friday, 30 June 2023

GA4 readiness: 23% have fully adopted 50% still learning 16% yet to begin

In just 48 hours we received around 400 responses to our poll question about Google Analytics 4.

With the standard version of Universal Analytics sunsetting tomorrow (July 1), we asked you:

What level of readiness are you (and/or your team) at when it comes to switching to GA4 from Universal Analytics?

Despite plenty of frustration:

  • Almost a quarter of respondents said they have fully implemented and already are using GA4.
  • Just over half said they had implemented it but were still learning how to use it.
  • Almost 16% have it set up but have not started using it.

The takeaway from those statistics: more than 90% of our joint readership is aboard the GA4 train, for better or worse.

GA4 Poll Graphic
  • Only 2.6% of respondents said they had no plans to use GA4.
  • 4.6% have just not set it up yet.

Why we care. At first glance, this looks like a vote of confidence in Google’s analytics strategy. After all, there are plenty of alternatives to GA4. But it’s not that simple.

Rightly or wrongly, it’s possible to adopt a tool even though you really don’t like it.

“An unfinished product rushed to market.”

“It’s not that the masses aren’t ready for GA4, it’s that GA4 isn’t ready for the masses. The UI is terrible.”

“Terrible UI, terrible reporting.”

Selected comments from poll respondents.

We might need to wait a while to see if people can make GA4 work for them or if frustrations with it start to make the alternatives look more attractive.

The post GA4 readiness: 23% have fully adopted, 50% still learning, 16% yet to begin appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/hnlJzAr

YouTube stops playing videos for people with ad blockers in new trial

YouTube is disabling videos for people using ad blockers as part of a new trial.

The social media platform is asking users to either turn ad blockers off or pay £11.99 a month for YouTube Premium if they want access to its extensive video library.

Why we care. If this trial is expanded to the general population, all YouTube users, who want to continue watching videos for free, will be forced into allowing ads to play. This is great news for marketers as it will increase reach for campaigns, which ultimately, could result in more conversions.

How it works. Right now, the trial is being tested on a small group of people around the world that have ad blockers enabled. When they sign in to watch content, all videos will be blocked unless they either change their settings to disallow ad blocker or they sign up for YouTube Premium.


Get the daily newsletter search marketers rely on.

Processing…Please wait.


What has YouTube said? Oluwa Falodun, a spokesperson for Google, told The Verge in a statement:

  • "Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers."
  • "We take disabling playback very seriously, and will only disable playback if viewers ignore repeated requests to allow ads on YouTube."
  • "In cases when viewers feel they have been falsely flagged as using an ad blocker, they can share this feedback by clicking on the link in the prompt."
  • “We want to inform viewers that ad blockers violate YouTube’s Terms of Service, and make it easier for them to allow ads on YouTube or try YouTube Premium for an ad free experience,” 

Why now? YouTube has said that it is taking these measures to ensure that its content creators are compensated for their work. "YouTube’s ad-supported model supports a diverse ecosystem of creators, and provides billions of people globally access to content for free with ads," the company said in a statement.

Deep dive: For more information on YouTube's ad policy, you can visit the YouTube Advertising hub.

The post YouTube stops playing videos for people with ad blockers in new trial appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/mPXo1k2

From UA to GA4: Managing your reporting expectations

I’ll be blunt. Google Analytics 4 has caused agencies and businesses plenty of headaches in the past year.

The only guarantee over the next few weeks is that it will get worse before it gets better. 

The sunsetting of Universal Analytics is tomorrow, July 1 (and may have already passed by the time you are reading this). 

Many businesses are in for a shock when they start looking at their GA4 reports as their source of truth if they haven’t already. Spoiler: most haven’t yet!

There’s no doubt that GA4 offers many new reports and insights that UA struggled with (user funnel reporting) or flat out couldn’t provide (hello, data-driven attribution and predictive analytics!).

But those accustomed to using UA reporting for several years must adapt very quickly.

Where did my reports go?

Although you can go deeper into Google Ads campaign metrics once you become comfortable, more custom reporting is required than exploring similar data in UA. 

In UA, there is a Google Ads tab in the acquisition reporting section which is easy to access. There’s a bit more of a workaround in GA4, with similar out-of-the-box reports hidden away as an acquisition card. 

But to take advantage of advanced GA4 Google Ads reporting, this will be managed in the new Explore section. Not a big deal to get your head around, but for those who aren’t on the platform each day, this could be a struggle to get up to speed with. 

For the more advanced PPC marketers and data analysts, we’ve encountered a few issues when linking up certain fields to our Looker Studio dashboards. 

Source/medium and ecommerce conversion rate data (among others) are not out-of-the-box metrics that can be synced across unless you’re comfortable creating custom fields. 

Thus, many advertisers who aren’t will bypass such metrics. 

Scheduled reports are also gone (as of typing), so those businesses that received their daily/weekly/monthly reports straight into their morning inboxes have to find another solution.

The good news here is that Google has released more and more out-of-the-box reporting in the past year, so they have listened to these concerns and are acting. 

If you are still struggling with replicating similar reports and dashboards, custom reports aren’t rocket science.

Freelancers or agency PPC pros can leverage that extra skill set of new report creation that in-house marketing teams took for granted for years. 

Another bow in their cap and a necessary learning curve if you want to benefit from the new reporting suite that GA4 has to offer. 

Where there is disruption, there is opportunity.

Not so fast

Those of us who are in Google Analytics a bit too much and staring at real-time reports for large parts of the day are in for disappointment.

There is a 24-48 hour delay on all other reports without the intervention of BigQuery. 

This will be a consequence of the move away from last click to data-driven attribution. 

We do see this issue within the Google Ads interface with its delayed conversion reporting.

But for marketing executives who want to see the early impact of their 24-hour flash sale or how the first day of their Black Friday sale is going (oh, how fun that will be when November rolls around), they will have to wait a bit longer. 

And even when reports start to pull through, we won’t see complete data because of time lag.

This may be a blessing in disguise for PPC marketers whose clients love a good old next-day, 24-hour report.

Focusing on new features in the new real-time report, such as user snapshots and comparisons, could be an effective distraction tactic. 

Alternatively, if the client needs reporting to be more instantaneous, then the solution is leveraging the streaming export within BigQuery. 

It will provide next-to-precise, real-time data, which you can populate through Looker Studio dashboards during those key sale periods and events.

Just one big event

As I’m sure you already know, GA4 is all about the event. 

We say goodbye to UA’s page hits, ecommerce hits, social interactions hits, etc. and say hello, exclusively, to an event-based world. 

Events represent a fundamental data model difference between UA and GA4 properties. With that, we’ll miss a fundamental UA metric in pageviews. Sessions are king here. 

The death of the pageview means that other key UA metrics, such as bounce rate, will be calculated differently. 

UA bounce rate is when a session only has one page view, while GA4 bounce rate is the inverse of an engagement rate (new metric to GA4). 

So year-on-year comparisons are next to pointless, given they are worked out completely differently (which many people won’t know). 

These metrics are key to many businesses. To make the most of GA4, focus on similar or alternative metrics that are unique to the platform (e.g., engagement rate). 

By aligning these metrics with your objectives and identifying their value, you can shift the goalposts in your favor. 

This approach allows you to leverage the power of GA4 to your advantage rather than letting it become a stumbling block.


Get the daily newsletter search marketers rely on.

Processing…Please wait.


Drive that data

Data-driven attribution is the new default attribution model within GA4. 

This will cause disruptions (due to slower standard report generation) and discrepancies in channel reporting.

But in the grand scheme of things, it is absolutely the more accurate method of disseminating credit for conversions. 

Data-driven attribution is not perfect. (It is still a bit too “black box” and reliant on trusting Google for my liking). 

However, it is a much better reflection of the complex user journey spread across multiple digital touchpoints than the last click could handle.

Although data-driven attribution is new to Google Analytics, it’s not new to Google. 

It has been the default attribution model in Google Ads for at least the past year and has been around for years. 

Google Ads and GA4 data-driven attribution differ because Google Ads will only attribute across different Google channels, while GA4 will expand across all channels. 

At the very least, businesses will be familiar with how this works and why they get the odd conversion that comes through, which isn’t a whole number. (I still get asked this regularly.)

Embracing the learning curve

There’s no denying that once we all get used to GA4 and accept UA in its new role as the ghost of data past, we will be all the better for it. 

GA4 is a much more sophisticated, data-driven, privacy-centric tool than UA, and it’s long overdue. 

Because the jump from Google’s third web analytics iteration to its fourth was much larger than any of its preceding migrations, the pain points will be harder and learning curves will be more exaggerated. 

Patience is required and businesses will need to rise from the inertia of past reporting to move ahead and embrace this new dawn of data analysis. 

PPC marketers will need to guide and educate them along the way. Persist through continuous emails from company executives demanding to know why page views are down and why bounce rate has increased so much. 

Like you are showing your mom or dad how to use a smartphone for the first time and explaining to them that 5G doesn’t control minds, move forward and show them the promised land of GA4. They will love you for it and never look back.

The post From UA to GA4: Managing your reporting expectations appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/M175ldn

5 tips for effective PPC bidding on a budget

PPC advertising can be a game-changing tool for small businesses looking to kickstart sales or increase brand awareness. Unfortunately, it’s also extremely easy to overspend if you aren’t careful. 

When your budget is tight, it’s crucial that you set yourself up for success when creating a PPC account.

Just a couple of bad months of PPC spending can be the difference between growing or shutting your doors forever. 

So, before you start throwing money at Google Ads or Microsoft Advertising, read these five essential tips for PPC bidding on a budget.

1. Set clear goals and base the account around them

One of the best things about PPC advertising is that there are ways to meet any business’s goals.

You can choose from many different campaign types and bidding options, and there’s numerous Google platforms you can advertise on. 

When your budget limits you, it’s paramount that you figure out what your primary objective is and create campaigns that help you achieve that goal

Are you looking to build more awareness for your brand? Display and YouTube are great options to do just that. 

Maybe you’re an ecommerce company looking to drive more purchases and revenue. Then consider search and shopping campaigns. 

These campaigns work best when they’re working together and driving a full-funnel strategy. But when the budget is tight, it’s time to cut out the secondary strategies and focus on driving results. 

2. Make your campaigns simple and specific

When creating your PPC campaigns, it’s important to be specific. 

You want your ads to be as relevant as possible to users’ search queries.

It’s important to structure your campaigns and ad groups so that your ads cater to the keywords you’ve chosen.

Let’s use an apparel company as an example. They sell all types of clothing, but want to focus on T-shirts and denim pants. 

I want my ads to be as relevant to the user’s search as possible, so I create campaigns and ad groups based on the type of clothing:

  • Campaign: T-shirts
    • Ad Group: T-shirts
    • Ad Group: Women’s T-shirts
    • Ad Group: Men’s T-shirt
    • Ad Group: Kid’s T-shirt
  • Campaign: Denim Pants
    • Ad Group: Denim Pants
    • Ad Group: Women’s Denim Pants
    • Ad Group: Men’s Denim Pants
    • Ad Group: Kid’s Denim Pants

Setting up your campaigns this way accomplishes two things: 

The first is that it’s incredibly simple and easy to understand. If I look at the performance data for all of these ad groups, I can very easily tell: 

  • Which types of products are performing well (T-shirts or denim pants).
  • Which demographic our product is most popular with (women, men, kids etc). 

This makes optimization much easier than if all of these products were lumped into one or two ad groups.

The second is that each ad group listed above will have keywords and ads specific to their category. 

So, if someone searches for “kid’s T-shirts,” the ad that will show to them will be about kid’s T-shirts and direct them to a landing page with kid’s T-shirts. 

If we just had one ad group for T-shirts, our ads would have to be much more generic and would be less likely to lead to a purchase.


Get the daily newsletter search marketers rely on.

Processing…Please wait.


3. Use long-tail keywords

PPC advertising is an auction-based platform, where advertisers bid to show their ads on searches for specified keywords and the ad space goes to the highest bidder. 

Like real-life auctions, winning is much easier when you have a lot of money. Go figure! 

So, if you have less money than other people at the auction, how do you win? Simple, you go for the prizes that fewer people are bidding on. 

In paid search, we call these long-tail keywords: keywords that have more qualifying words and have lower search volume. Let’s look at an example:

Close your eyes and imagine that you own a business specializing in creating custom stickers. OK, open your eyes so you can continue reading, but don’t stop imagining. 

You want to generate more sales through paid advertising, but you only have $1,500 monthly to devote to it. 

You do a bit of keyword research with Google’s Keyword Planner, and here’s what you find:

Google’s Keyword Planner - custom stickers

You’re first thought is, “let’s see how many people search for stickers every month.” 

And wow, 165,000 is a lot of people! 

But, to show up at the top of the page for that search, you may need to pay as much as $8.29 for one click. With a $1,500 budget, that’s only 180 clicks to try and get your brand out there. 

If you'd choose to get more specific with your keyword choices and focus on bumper stickers, then the average monthly search volume drops significantly – but so does the estimated cost per bid. 

With a $4.49 cost per click, you can generate 334 clicks with your budget. That’s nearly double the clicks just by being a bit more specific with your keywords.

Taking it one step further with “custom bumper stickers” and “design your own bumper stickers” will lower the monthly searches even more, but their intent is much more specific. 

If someone searches for “bumper stickers,” they could mean they want to create a custom bumper sticker.

But they could also just be looking to purchase a specific bumper or they could be researching the origin of bumper stickers. 

On the other hand, the intent of “design your own bumper stickers” couldn’t be clearer. 

Bidding on long-tail keywords saves you money and increases your chance of conversion.

4. Keep your location targeting limited

Location targeting is an easily overlooked but important factor when trying to succeed on a limited budget, especially if you’re an online business. 

If you have the capability to serve customers across the United States or another country, you may be tempted to do so. 

However, unless your business is in a niche market, your budget may not be large enough to serve the entire country. 

Instead, you’d be better served to put that budget toward your highest-performing markets.

Let’s revisit my sticker company from earlier. For the sake of the example, let’s imagine this company is based in Seattle and ships all across the U.S. 

Search volume for sticker-related keywords is way too much for my $1,500 per month to cover, so I want to get more strategic in where I show my ads. 

Looking at shipping costs alone, it’s much cheaper for me to ship my products to the west coast than shipping to the east coast. 

As a Washington-based company, I also have more brand awareness in my area and customers are more likely to know me and do business with me than someone based in Florida. 

So, to save me some money and increase the chances of conversions, I’m going to set up my campaigns to show to customers in the western U.S.

5. Don’t set it and forget it

Over the years, Google has made it exponentially easier to set up a campaign with automated bidding and auto-apply recommendations.

Advertisers can have a decent amount of success with no further work needed – this is a good thing!

Using Google Ads shouldn’t be so confusing and complicated that you need to be a marketing professional to manage it. 

However, you’re leaving money on the table if you set up your campaigns and let them run with zero ongoing management.

Once your campaigns start running and gathering data, you should, at the very least, check in on:

  • How much your campaigns are spending compared to your monthly budget.
  • Which keywords are performing well and which are not. 

Removing non-performing keywords is an incredibly simple way to continually improve performance over time.

Small budget, big results

PPC advertising can be a valuable tool for small businesses with limited budgets, but it requires careful planning and execution to avoid overspending. 

By implementing these tips, small businesses can maximize their chances of success while ensuring their budget is utilized wisely. 

With ongoing management, PPC can be a game-changing tool for driving growth and achieving your business objectives.

The post 5 tips for effective PPC bidding on a budget appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/Tk72al3

How to overcome imposter syndrome in SEO and digital marketing

I have spent most of my life feeling driven by the idea that I am not enough.

Whether I’m applying for an award or talking about my career with someone over drinks, I don’t really feel comfortable listing my accomplishments.

Even writing this article, I don’t feel my voice is particularly useful or cogent.

Of course, I don’t just let these feelings win. I sit with them, challenge them, and try to write or say the words my feelings deny. And I know I’m not alone. 

These emotions are the classic markings of “imposter syndrome,” a term bandied about corporate offices almost as often as words like “synergy” or “optimization.” And at this point, everyone in the digital marketing industry has heard of imposter syndrome.

I surveyed over 150 digital marketers online, and 90% of the responses were positive: “Yes, I have experienced imposter syndrome in my digital marketing career.”

I ran two polls that confirmed the overwhelming experience of Imposter Syndrome – with 85% of Twitter respondents and 97% of LinkedIn respondents saying they experienced it in a digital marketing job.

So, most other people in digital marketing also feel like they aren’t enough.

We’re all silently berating ourselves, exhausted by self-doubt and internal criticism.

But why? Why do so many people feel like they’re trapped in the deepest well of their personal misgivings? How can we get out?

I spoke with numerous professionals in the digital marketing industry about their experiences with imposter syndrome, and I’ve uncovered three perspectives to consider when you’re facing imposter syndrome: 

Remember: Imposter syndrome won’t just disappear. It’s not an on-off switch. But our awareness of its place in our lives is crucial to managing it.

1. Look within

When imposter syndrome is defined in various papers, online forums, and discussions with my peers, it’s usually described as a feeling. It’s an emotion rooted in one’s sense of lacking, unbelonging, and inherent deficiency.

“It’s a feeling of discomfort, of agitation – it’s not a nice feeling,” Tazmin Suleman said.

A former SEO analyst, Suleman now runs a business coaching SEO practitioners on their confidence at work and in their personal lives.

She has dedicated her career to combating imposter syndrome in the SEO industry through mindfulness training and soft skills growth. After being laid off amid the pandemic, Suleman knew it was time to direct her energy toward helping others overcome their doubts. 

“If you get something wrong and say horrible things about yourself – which you wouldn’t say to someone else – how can you trust yourself?” Suleman said.

Growing as a person isn’t about critiquing oneself to the point of exhaustion but giving yourself enough grace to learn and grow. 

Suleman acknowledges that it can feel impossible to keep up in an industry beleaguered by algorithm updates, legal rulings, and the latest technical buzz (read: AI). 

“You can learn and learn and learn, but the thing that’s going to make you progress is action. And the way to take action is to feel confident,” Suleman said.

Information about the SEO industry flows infinitely, but one’s empowerment from that information can only be found by turning inward. 

Imposter syndrome begets burnout

When left unchecked, imposter syndrome inevitably mutates into burnout.

When a person doesn’t feel like they’re enough, they don’t have to care about depleting their energy, relationships, or sense of self. It’s easier to be a machine when you ignore the body’s warning signs.

Adrijana Vujadin, SEO manager at Affirma, was driven by her burnout to examine imposter syndrome and find a way past it.

“I was hoping that one day I would open my laptop and just feel good about myself. But that didn’t happen. It was just more frustrations, more negative thoughts, more sabotaging,” Vujadin said. 

She didn’t listen to her body’s anxiety attacks, ending her days covered in sweat from stress. 

“I was ready to quit even my career, my job, because I realized that my mental health and the health of my body has been impacted by my work,” Vujadin said of her SEO career.

Then she took a break and read some books about taking control of her thoughts. One year later, she’s leading a talk at Search London called “How to be SEO Confident.”

A slide from Adrijana Vujadin’s talk “How to be SEO Confident” at Search London in June 2023.
A slide from Adrijana Vujadin’s talk “How to be SEO Confident” at Search London in June 2023.

Vujadin took the time to rest and began to realize that none of the work she does in SEO matters if she’s driven to the brink of exhaustion. 

“Ninety-nine percent of people are talking about technical things and years of experience,” but this isn’t enough, Vujadin said. People can have 20+ years of experience and still feel imposter syndrome.

By posing a few questions toward one’s self-talk, a person can gain confidence and find meaning in their career:

Questions to pose against imposter thoughts

  • Is this thought useful?
  • Is this thought accurate?
  • How many times in the past have you proven yourself good enough, despite thinking you weren’t?

These questions posed by Vujadin have helped her emerge from her lowest point to her current recognition as a stronger, more confident strategist.


Get the daily newsletter search marketers rely on.

Processing…Please wait.


2. Look around you

In many ways, the concept of imposter syndrome is a cultural lie. It didn’t start out with the name “imposter syndrome” – it evolved into this concept as part of office culture.

Originally described as the “imposter phenomenon,” in the late 1970s, the ideas of imposter syndrome have been coopted by numerous self-help books, office support groups, and therapy sessions.

Browsing iStock, I can choose from more than 1,300+ stock photos depicting imposter syndrome.

Today, “imposter syndrome” is used as a go-to phrase for anyone facing their first day at a new job or prepping for a public speaking gig.

The term “syndrome” implies an individual faces an issue they can treat. It can be as simple as a brief feeling of nervous anxiety or as complex as a six-month depressive episode. 

Blaming oneself for imposter syndrome is self-defeating. It’s only going to create more problems.

People too often blame themselves for feeling imposter syndrome, according to Michelle Stinson Ross. As CMO of Feelalytics, Stinson Ross gathers data surrounding mental health and culture in the workplace. 

“Being made to feel I’m an imposter is actually external,” Stinson said. “That’s the community’s fault that somebody feels like an imposter. Syndrome is a misnomer … because it is not internal, it is not a malfunction of the individual. It is a malfunction of the community."

According to Stinson Ross, the SEO community is rooted in the technology and start-up industries. Its roots can be associated with a more analytical mindset that is traditionally perceived as male.

These origins create an environment where certain types of people might struggle to feel welcome. 

George Nguyen is the director of editorial at Wix and a former editor at Search Engine Land. Despite his impressive resume, he still felt isolated because others did not look like him.

Rather than expecting people to conform to one type of logical, data-driven SEO, perhaps we can broaden our understanding of SEO as a practice and skillset. 

“The imposter syndrome is not because I’m deficient, it’s because I’m trying to fit into some perception of myself that is not entirely authentic,” Stinson Ross said. 

Allowing people to feel like their authentic selves at work creates a sense of belonging. And it is only through this sense of belonging that people can truly feel free from imposter syndrome. 

Ultimately, the SEO community and employers in the digital marketing space need to take responsibility for making others feel welcome.

While it’s an individual’s responsibility to combat negative thoughts, it’s a culture’s responsibility to support each other. 

3. Make others feel seen

There are three steps to addressing imposter syndrome:

  • Step 1: Manage your internal self-talk. Tell your imposter syndrome thoughts to chill. 
  • Step 2: Acknowledge external factors contributing to your imposter syndrome. Who’s making you feel unwelcome?
  • Step 3: Build a community. 

Kristal Audain is a product manager and former senior SEO analyst at Groundworks. She’s faced multiple hurdles throughout her digital marketing career, from getting rejected for pay raises at a previous job to getting furloughed at the start of the pandemic.

Despite these challenges, she’s grown a presence on Twitter and has appeared on popular podcasts like The SEO Rant.

“It is humbling to receive compliments and there are days where it is still hard to have my voice heard as a black woman on a male-dominated team. However, my best piece of advice to anyone that thinks you aren't enough, talk to your community and we will help light that voice in your head with a match and blow it up,” Audain said.

It’s impossible to feel like an imposter if you’ve found your people. The SEO community is like any other group of humans – we are bettered by our support and how we make each other feel seen.

Here are a few SEO communities that are available to folks based on their unique backgrounds: 

In this list, I focused on diversity, highlighting groups for folks who might struggle with belonging. But there are many groups outside of this, from those specializing in a particular discipline of SEO to an organization’s internal Employee Resources Groups.

When we show up for each other, amazing things can happen. Whether you’re telling someone they did a great job with a presentation or reaching out to get a second perspective, everyone in SEO should feel like there’s a community to back them up. 

“You’re modeling the types of behavior and communication that can foster belonging,” Stinson Ross said.

It is only through building true, authentic relationships with others that we can grow the SEO community into a space where everyone belongs. 

The post How to overcome imposter syndrome in SEO and digital marketing appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/Wn52VBF

Thursday, 29 June 2023

Google rolls out brand restriction settings to all advertisers

Google is broadly rolling out brand exclusions in Performance Max and broad match brand restrictions in Search to all advertisers.

Following successful pilots for both, the search engine announced that the move would help marketers with guiding Google AI and where their campaigns appear online.

Up until now, both features were only available in beta.

Why we care: Brand restrictions with broad match will help marketers increase the reach of their campaigns, while brand restrictions give marketers control over their Performance Max campaigns. By using these settings, advertisers can increase the reach of their campaigns and take steps to stop their ads from serving branded queries they may wish to avoid on Search.

What has Google said? A Google spokesperson told Search Engine Land:

  • “[Advertisers can] expand the reach of your brand campaigns with new brand restrictions for broad match. Broad match gives you the most relevant reach and conversions within your performance goals.”
  • “In the past, it may have been difficult to use broad match in campaigns with specific brand needs. That’s why we’re rolling out brand restrictions. This new feature will help you get the additional reach of broad match, while ensuring it is only matching to relevant brand traffic that you’ve specified.”

Get the daily newsletter search marketers rely on.

Processing…Please wait.


Why now? The general rollout comes just two weeks after Google started testing its automatically created assets feature on Performance Max campaigns. Google launched the pilot after receiving feedback from marketers who wanted more control when it comes to brand traffic. Google decided to expand the initiative following a successful trial.

Go deeper: You can read Google's Brand Settings for Search and Performance Max guide for more information.

The post Google rolls out brand restriction settings to all advertisers appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/nkifYCu

How Facebook ranks content in 2023: Feed Stories Reels and more

Facebook has updated its resource explaining how it ranks content across its website, including Feed, Stories and Reels.

Meta has also announced new tools and features for improved transparency on the social network, which will better assist marketers.

Why we care. Marketers and advertisers need a strong understanding of how Facebook ranks content in order for them to make informed decisions about their campaigns to achieve maximum visibility and engagement.

What’s new? Meta published a number of new features designed to provide greater clarity on its ranking factors via its digital newsroom:

  • System Cards: Facebook has created 14 system cards to help marketers understand how Facebook uses AI to rank content and create feeds that are tailored to individuals. The cards also explain how individuals can control what they see.
  • ‘Why Am I Seeing This?’: Meta is expanding this feature to Facebook Reels in the coming weeks. It enables people to understand how their previous activity on the site has influenced what content AI is currently deeming relevant to them and subsequently serving on their accounts.
  • ‘Show more, show less’: Facebook plans to make this feature, which is currently available on all posts in Feeds, Videos and Reels via the three-dot-menu, more prominent.
  • Meta’s Content Library and API: Facebook plans to roll out a new suite of tools for researchers called Meta’s Content Library and API in the next few weeks. The new library is set to include data from public posts, pages, groups, and events on the social networking site.

System cards

Facebook’s new system cards are the biggest update to its resource center. This system consists of 14 cards:

  • Feed: Facebook uses AI to calculate a relevance score for about 500 posts and then ranks them in descending order. The system is built to show a variety of content in the feed, meaning a user shouldn’t see multiple video posts in a row.
  • Feed Ranked Comments: AI ranks comments in order of what it deems will be most relevant to each user. It does this by examining factors such as how popular other comments are and whether they have been published by someone in their network.
  • Feed Recommendations: AI will determine what content users are most likely to engage with by looking at factors such as groups they have recently joined and posts they have liked. It then uses this information to decide what content (e.g., posts, reels, live videos) to recommend.
  • Reels: AI selects what reels are served and in what order by determining what a user is most likely to be interested in. It makes these predictions by examining factors such as accounts the user has followed, liked or recently engaged with.
  • Stories: The AI system automatically shows Stories from people or pages by predicting what a user most likely to be interested in. The system also applies rules to make sure users are served a balanced mix of content in Stories.
  • People You May Know: AI tried to determine people who may be of interest by looking at factors such as people who are friends with a user’s friends or people that are in the same groups as the user.
  • Video: When users view and interact with Facebook Video, one of the underlying AI systems delivers a range of video types that may match their preferences. This content is found in the Video tab. It might include reels, music, gaming or shows. This is content users may be interested in from creators that they may not follow.
  • Marketplace: When a user views and interacts with Facebook, including Facebook Marketplace feed, one of the underlying AI systems recommends relevant Marketplace listings. For example, users can see items for sale in categories such as home goods, pet supplies and sporting goods. Users’ feeds might also include other recommendations, such as sellers and content that they may be interested in.
  • Notifications: AI chooses what notifications to send and ranks notifications in order of what it deems will be most relevant to the user. Meanwhile, previously viewed notifications are displayed in the order in which they were received.
  • Search: AI awards each potential search result a score relating to how relevant that content is to a user by examining factors such as content type. It will then serve users the results in order of relevancy based on this scoring
  • Groups Feed: AI automatically determines which posts appear in the Groups feed, and in what order, by scoring content by relevancy.
  • Individual Group Feed: AI predicts what content users are most likely to engage with and then ranks it according to relevancy in their individual group feed. Relevancy factors include what and whom users have recently followed, liked or engaged with.
  • Suggested Group: Facebook’s AI will look at factors such as groups a user’s friends are members of and related topics to products a user may have recently engaged with, then use this data to identify other groups that may be of interest.
  • Pages You May Like: AI will suggest pages to follow based on pages a user’s friends have recently liked or pages that might relate to products and posts the user has recently engaged with.

Get the daily newsletter search marketers rely on.

Processing…Please wait.


Meta’s Content Library and API

Another big update to Facebook's resource center is Meta's new Content Library and API. The database is set to include data from:

  • Public posts
  • Pages
  • Groups
  • Events

People will be able to use the library to search, explore and filter on a graphical user interface or through a programmatic API.

However, under current guidelines, this tool has been set up specifically for researchers from qualified academic and research institutions pursuing scientific or public interest research topics. In order to gain access to this data, researchers will need to apply.

Personalizing the user experience

Facebook confirmed that in addition to providing greater transparency into its ranking factors, it also wanted to give users the tools to take back control of the content they see – for example, the 'Why Am I Seeing This?" feature.

These tools give Facebook users the ability to shape their own experiences, and choose what what they do and don't want to see. People can make changes by visiting their Feed Preferences on Facebook as well as through Settings.

What has Facebook said? Nick Clegg, Meta's president of Global Affairs, shared details on the Meta digital newsroom about how AI is ranking content and how it'll be easier for users to control what they see moving forward. He said:

  • "[Our AI] systems make it more likely that the posts you see are relevant and interesting to you. We’re also making it clearer how you can better control what you see on our apps, as well as testing new controls and making others more accessible. And we’re giving more detailed information for experts so they can better understand and analyze our systems."
  • "Our AI systems predict how valuable a piece of content might be to you, so we can show it to you sooner. For example, sharing a post is often an indicator that you found that post to be interesting, so predicting that you will share a post is one factor our systems take into account."
  • "As you might imagine, no single prediction is a perfect gauge of whether a post is valuable to you. So we use a wide variety of predictions in combination to get as close as possible to the right content, including some based on behavior and some based on user feedback received through surveys."
  • "We hope by introducing these products to researchers early in the development process, we can receive constructive feedback to ensure we’re building the best possible tools to meet their needs".

Deep dive: You can find a more detailed explanation of the AI behind content recommendations on the Meta AI blog. For more information on how AI uses signals to make predictions, you can visit Meta's  Transparency Center.

The post How Facebook ranks content in 2023: Feed, Stories, Reels and more appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/KmLB6gn

Buy on Google program to shut down Sept. 26

Buy on Google for Search and Shopping will shut down Sept. 26, the company announced today via an email sent to participating retailers.

Why we care. Google says it is dropping Buy on Google to create a new “streamlined buying journey for shoppers” that makes it easier for retailers to sell on Google and YouTube.

What Google is saying. A Google spokesperson told Search Engine Land:

  • “Our goal is to support an open ecosystem by connecting shoppers directly with merchants, and this is a big priority for us. We developed a new streamlined checkout process that allows shoppers to go directly from Google to the checkout flow on a merchant’s website when they’re ready to buy. We’ve received great feedback from merchants and users. Buy on Google was a small feature that a very limited number of merchants used, so we’re investing in this new buying experience instead.”  

New pilot. We’re told that more merchants are already using Google’s new checkout pilot than Buy on Google. Google has created a new form if you’re interested in the new checkout pilot.

Here’s what we know about Google’s plan for a “more streamlined buying journey for shoppers,” according to this page:

  • “Instead of a multi-step buying journey, people who are ready to buy will now have the option to go directly from Google to the checkout flow on your website. Once there, they will see the chosen product already in their shopping cart and can checkout on your site with whatever payment method they select. We will be piloting this experience on Google and YouTube with select merchants and will share more information as we’re ready to take on additional partners.”

The email. Here’s a copy of an email Google is sending to merchants today:

Building great checkout experiences is something we’re focused on, and are always evolving. We’re writing to inform you that, as of September 26, 2023, the current Buy on Google program will be ending in the United States. We have some new channels that we’re excited to be testing (more info below), however, we wanted to share some key details about Buy on Google.

  1. Your participation in Buy on Google will end on September 26, 2023 and no listings on Search or Shopping will show the Buy on Google option. If you are currently onboarding, you will be removed from the process today. 
  2. All orders received through September 2023 should be fulfilled with return policies honored, regardless of program termination. 
  3. You have the option to terminate your participation in the program sooner than September if you feel this choice is more beneficial for your business.  Please reach out to support for assistance with doing this.
  4. Order data will be available for one year post program ending. You can access your reports via the instructions here.
  5. No action is required from you to end the program. 

We will continue to introduce new ways to optimize the way users navigate to checkout on our platforms, and look forward to continued engagement with our retail partners on other products such as our new checkout pilot and all other areas of collaboration through our tools, insights and training. 

We’re excited about the  streamlined checkout experience we introduced last year, wherein consumers who are ready to buy will have the option to go directly from a listing on Google to the checkout flow on your website. Once there, they will see the chosen product already in their shopping cart and can checkout on your site with whatever payment method they select.  *Merchants using the new Google checkout feature see an improvement in gross merchandise value (GMV) between 1-10%

  • *Source: Google Data, US, Retail, March 2023. [Caveat: Data pulled for existing pilot merchants]

Learn More:

  • If you are interested in joining the checkout pilot, please complete the interest form here
  • Please note, if you are selected to join the checkout pilot ahead of September, any current Buy on Google experiences you have running will stop showing effective immediately.  
  • For those not selected to participate in the pilot, we will reach out to you once the solution is more widely available so you can onboard then! 

For any questions or support regarding terminating your participation, please contact our support team or reach out to your Google contact.

The post Buy on Google program to shut down Sept. 26 appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/NK9jOvs

Bing adds new AI-powered shopping tools

Microsoft has announced new AI-powered shopping tools powered by Bing and Bing Chat. These include new price match monitors, AI-generated buying guides, and review summaries, all aimed to “help you shop and save with confidence,” Microsoft said.

Price match monitors. These new price match monitors show you a product’s price after you purchase that product. This is so you can request a pricing match from the store you bought it from if that price changes after you ordered it.

Microsoft said they have “partnered with top US retailers with existing price match policies and will be adding more over time.” This is launching in the US search results soon, Microsoft told us.

Here is a video of how Bing’s sidebar shows you the price history over time and also alerts you after the price drops:

Buying guides. Bing now uses AI to generate buying guides based on the product or category of products that you are researching. The AI-generated buying guides will also provide you with product suggestions, show you the specifications of those items side-by-side and potentially offer other smarter comparison interfaces to help you along your buying journey.

These buying guides will launch in Bing in the US today and in the Edge browser worldwide today.

Here is a video of those buying guides in action:

Review summaries. Bing will also give you review summaries if you ask for them in Bing Chat or the Edge sidebar. The review summaries will summarize what customers are saying online about the product you are researching. It will also use AI to generate top insights and popular opinions about the products.

This rolls out worldwide today across Bing.

Here is what it looks like:

Here is a video of it in action:

Why we care. It is fascinating to watch how Bing Chat and other AI-based search features are expanding, getting more useful and being more human-like. Clearly, if you are a retailer, getting your products into Bing Shopping is important here. But what opinions and summaries the AI-generates also will be interesting to follow.

The post Bing adds new AI-powered shopping tools appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/wo0DG8Q

GA4 for B2B: How to track events and conversions

Starting July 1, Universal Analytics will no longer collect data. B2B companies looking to track their web or app performance must use Google Analytics 4 (GA4).

GA4 provides extensive capabilities for visualizing and analyzing data. 

To avoid being overwhelmed by the abundance of data, it is crucial to fully understand the tool and determine key metrics for your business. This ensures effective measurement of web traffic in GA4.

This guide explores how to set up and track events and conversions for B2B companies.

How to measure web traffic through GA4?

To properly analyze website traffic in GA4, the first thing to understand is GA4’s acquisition reports, which are divided into two main groups with different purposes:

  • User acquisition report: This report provides insights into how users were acquired and captured for the first time on the website.
  • Traffic acquisition report: This report operates at the session level and helps identify the campaign from which each session comes from.

Hence, companies, whether B2B, ecommerce or SaaS, can use these reports to analyze the sources of users or traffic on their websites.

However, the situation changes when you move on to the next report provided by GA4, the Engagement report, which enables you to analyze events and conversions. 

By default, the tool offers a wide list of events on our website. While they may all look useful, not all are equally important. 

So, how do you identify the most valuable events for B2B companies and properly measure them? Let’s find out.

How to track events and conversions in GA4 for B2B companies

Define key KPIs for your business

To effectively track the main conversions on a B2B website, the first step is to define the most relevant KPIs for the company. 

Generally, the main conversions for B2B companies include:

  • Form submissions (requests, budgets, etc.)
  • Lead generation (newsletter subscriptions, calls, information requests, etc.)
  • File downloads (handbooks, instructions, technical data sheets, etc.)
  • Video reproductions (videos on machinery operation, maintenance, installation processes, etc.)

When visualizing the events or conversions report for the first time, you’ll notice that GA4 records different events. 

However, none correspond to the defined KPIs for a B2B website.

GA4 events
GA4 events - Conversions

To track the main conversions for your B2B company, you need to identify each type of event and set it up.

GA4 event classification

In GA4:

  • Events are the metrics that allow you to measure specific user interactions on a website, such as loading a page, clicking on a link or submitting a form.
  • Conversions are the most important events for a website that you want to highlight.

There are four ways of classifying how to measure events in GA4:

  • Events that are recorded automatically, which are subdivided into:
  • Recommended events: Events you can implement yourself with predefined names and parameters. You will mostly do it through Google Tag Manager.
  • Custom events: Events that are fully defined by the owner through Google Tag Manager.

It is best to follow the GA4 event classification guidelines to create your website’s own events. You can also create them in a recommended or customized way using Google Tag Manager.


Get the daily newsletter search marketers rely on.

Processing…Please wait.


From the KPI to the event: How to configure events in GA4 for B2B

Once you have defined the main KPIs for your B2B company, you need to identify the event to collect and learn how to set it up accurately. 

Key events for B2B websites are not automatically triggered. They need to be tracked using GA4 and Google Tag Manager.

GA4 for B2B - KPIs and events

Let's take a closer look at each one.

File downloads

Need to track when a user opens or downloads a file (such as a product manual or datasheet) from the website? 

One of the best solutions is to use the enhanced measurement event called file_download

This event is triggered when a user clicks a link to a file with common file extensions such as documents, text files, executables, presentations, compressed files, videos, or audios.

To activate this event, go to Admin > Data Streams, select the data, and enable Enhanced measurement.

File downloads

 Then, check if the File downloads event is activated.

File downloads

Google Analytics 4 triggers the file_download event when the clicked file extensions match the following regex:

pdf|xlsx?|docx?|txt|rtf|csv|exe|key|pp(s|t|tx)|7z|pkg|rar|gz|zip|avi|mov|mp4|mpe?g|wmv|midi?|mp3|wav|wma

To check if it is triggered correctly, go to DebugView (Admin > DebugView):

File download - DebugView

If the event is being tracked, everything works as intended. 

You can now mark it as a conversion so that the results for this metric will appear in the events and conversions reports.

To mark the event as a conversion, go to Admin > Conversions.

File download - conversion

After marking it as a conversion, when you validate using DebugView, the event will no longer appear in blue as a general event. 

Instead, it will appear in green, indicating it has been marked as a conversion.

File download - marked as conversion

Triggering file download events via Google Tag Manager

The event may not be triggered correctly depending on the website’s CMS or how it is coded. 

In such cases, you’ll need to create a trigger using Google Tag Manager. (You must have a Tag Manager account set up and linked to GA4.)

A trigger for when the file is clicked: You will configure the necessary parameters to track file downloads on our website. 

For example, in the case of a PDF file, you can do it as in the following image:

GTM file download trigger

A customized trigger: If the previous method doesn't work, you will create a custom event based on web insights. For instance:

Finally, create the tag with the necessary parameters, either based on your own judgment or following GA4’s recommendations for this event.

GTM custom trigger

Once the tag is created, analyze and verify that the event is correctly triggered. 

This step ensures that the event tracking functions as expected and the data is accurately recorded.

GTM tags fired

The parameters associated with the event will provide you with additional information about how users interact with the website through these events. It helps you gain insights into user behavior and engagement. 

Every time you include events via Google Tag Manager, you must add them to GA4 through the Admin > Custom definitions section.

Video reproductions

Want to track interactions with videos on the site? You can use the video engagement event, which is also an enhanced measurement event.

This event is activated in phases:

  • video_start: When the video starts playing.
  • video_progress: When the video progresses past 10%, 25%, 50%, and 75% duration time. 
  • video_complete: When the video ends.

To set up the tracking, check if Enhanced measurement is enabled and ensure that the Video engagement event is enabled within it.

Video engagement - Enhanced measurement

Next, verify if the tracking of the video engagement event is properly monitored and recorded.

Video engagement - phases

If it works successfully, activate it as a conversion.

However, if the data is not collected correctly, you need to trigger it via Google Tag Manager.

Form submission

To monitor form submissions, such as requests for quotations or to ask for more information, use the enhanced measurement event: form_submit.

Check if Form interactions is enabled in Enhanced measurement.

Form interactions - Enhanced measurement

If it is being registered correctly via DebugView, you can configure it as a conversion.

Form-submit - DebugView

Form submits via Google Tag Manager

If, for some reason, the event is not triggered, you can set it up through Google Tag Manager.

To do so, activate all the variables to collect the required data for forms. 

Activate all variables

Then, create a general trigger for all forms in GTM. From here, you can generate tags and triggers either for all forms or specific to each form.

Generate tags and triggers

An example of a trigger configuration for a contact page form:

Trigger configuration for a contact page form

Once this is done, create the tag with the recommended parameters or whatever is necessary according to your goals:

Tag configuration - recommended parameters

Finally, verify that the event is triggered.

Form-submit - trigger fired

Lead generation, calls and emails

As a B2B company, tracking various leads from calls, emails, or subscriptions to forms like newsletters are important. 

GA4 does not define these events automatically. So, below are two ways to monitor these interactions on your website.

Generate_lead as recommended event

You can collect interactions such as newsletter form subscriptions using the recommended event generate_lead, which can be triggered when a user submits a form or a request for information.

To trigger it, in this case, the quickest recommended method is via Google Tag Manager.

First, you need to create the trigger. For example, when a user subscribes to a newsletter:

Generate_lead - newsletter subscription

And then generate the tag and check that it is working:

Tag configuration - subscribe_newsletter

Finally, check with DebugView that it is activated and flag it as a conversion. It may take a few hours for this option to appear.

Generate_lead - DebugView

Leads as custom events

However, suppose you don't want to group subscriptions or other forms of requesting information with, for instance, calls or emails within the same analysis group. In that case, this can be done using custom events. 

When naming the event, it’s ideal to make it similar to other events to simplify the data analysis. For example, when clicking on a phone to call, the event could be called click_phone.

To create this event, you would follow the same process as in the generate_lead, using Google Tag Manager.

First, create the trigger.

Leads as custom events

And then, set up the tag:

Click_phone - tag configuration

How to visualize the data?

Collecting key metrics for B2B websites is crucial, but it's also important to visualize them quickly.

To visualize the generated conversions, go to Reports > Engagement > Conversions or create customized reports through the GA4 Exploration section.

Visualize the generated conversions

You can also create these reports using Looker Studio, as it allows easy integration with GA4.

Looker Studio - visualization

Then, you can create dynamic reports with all the events and conversions set up.

Create dynamic reports

GA4 for B2B: Hone in on what matters to your business

GA4 provides a lot of data. This is why defining the most relevant metrics for your business is so important.

This way, you can track priority KPIs and analyze your performance efficiently.

The post GA4 for B2B: How to track events and conversions appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/GoJ869D

7 PPC planning tips when entering a new geographic market

Whether you’re opening retail locations in a new state or selling your software in a new country, entering a new geographic location requires a well-thought-out marketing strategy. 

Paid media can be a foundational tool for cost-efficient sales generation from prospective customers in the new market. 

This article provides several suggestions for tailoring your PPC efforts toward a region new to your brand.

1. Estimate search volume

Looking at projected search volume in advance will help you:

  • Determine realistic budgets.
  • Consider how wide a set of keywords you can include in your initial campaigns if you have strict budget limitations. 

Google’s and Microsoft’s respective Keyword Planner tools offer free solutions to estimate volume for each platform. 

Note that any data is approximate based on historical searches and can be particularly inaccurate for more niche queries. 

Ultimately, you can use data after launching the campaigns to get an idea of actual volume. 

2. Add regional keywords

If you’re promoting a business with local presence, think through regional terms that make sense to incorporate into keywords. These could include:

  • City/town names
  • County names
  • State/province names
  • Popularly used references for a particular area (i.e., “Capital Region”)

Additionally, your phrase and broad match keywords should pick up on queries that include local modifiers. 

For instance, the keyword “furnace repair” may show for the query “charlotte furnace repair.” 

Watch your search terms for local queries and add the ones that show significant enough volume or have converted. 

3. Customize assets

While you may take learnings from existing markets as to what ad copy assets perform best, you should consider where to tailor ad copy to the region. 

For instance, use location insertion to show city names in ads if applicable. 

On the landing page end, include location callouts and pictures of landmarks from the region you’re targeting so prospects can see you’ve taken the time to identify with their area.

Additionally, consider offers you can put in front of people in the new area. 

If you just opened new brick-and-mortar locations, you may be able to offer a free gift to the first 1,000 customers who visit and can mention that in your ad to promote while supplies last.


Get the daily newsletter search marketers rely on.

Processing…Please wait.


4. Check conversion tracking and tagging

This is an area that can all too easily slip through the cracks when launching a new marketing effort. 

You need to be sure you’re getting accurate conversion data from the start to report on performance and allow ad platforms time to learn.

If you’re pushing traffic to new landing pages from new ad campaigns, make sure that you’re tracking results properly. 

You may need to configure new conversion tracking or ensure existing pixels are carried over to these pages.

Depending on how you track lead performance on the backend, you may also need to ensure that URLs are properly tagged. 

UTM parameters must be unique to these campaigns. Incorporate any custom parameters necessary to sync up with your CRM or automation platform. 

If you’re offering a coupon code for the new market, you may also need a separate parameter for that.

5. Find local competitors

Competitor bidding can be an effective way to reach potential customers if they are searching for a business in a similar realm. They are likely looking for your products/services. 

Research local competitors that appear popular in your market and incorporate their names into keywords.

Because competitor keywords can often be pricier, test segmenting out these keywords into their own campaign. 

As a bonus, research top selling points for competitors and read their reviews to identify pain points to capitalize on. 

For instance, if one competitor gets frequent complaints about poor customer service, emphasize the quality of your service in ad copy.

Your core search campaigns will also be valuable for identifying new competitors to bid on as you review search terms. 

You’ll see what competitor names appear the most and which ones are likely to convert.

6. Support search with other channels

While this article focuses primarily on tactics for paid search, no marketing channel operates in a bubble. 

Particularly in a new market, branding efforts via other channels can help to establish familiarity and legitimacy for your business. You can build credibility before people search and recognize your brand name. 

Additionally, you can create audiences based on people who visit your site or engage with videos and social posts.

You can then retarget them with offer-focused messaging and layer these audiences onto search campaigns.

Some potential options for alternate channel efforts include:

  • A YouTube campaign teasing the launch of your product/service in the new market.
  • Social campaigns on TikTok, Facebook, Instagram, Snapchat, and/or other networks. Upload an existing customer list and target lookalike audiences to reach people with similar characteristics to existing buyers.
  • A Google Discovery campaign incorporating in-market audiences for products/services in your industry and custom audiences based on top converting search queries and competitor URLs.

7. Set realistic expectations 

Establishing CPA/ROAS goals for a new market will inevitably be crucial to planning conversations with business stakeholders. 

Particularly when entering regions where people are unfamiliar with your brand, you should not expect to be able to drive conversions as efficiently as in markets where you've operated for years. 

The team involved should know that CPAs will likely be higher (and ROAS lower) than in existing markets, at least while getting off the ground. 

People will just be starting to become familiar with your products or services, and campaigns must go through the learning phase to bid efficiently.

Additionally, prepare to be flexible and adapt to trends as you monitor them. 

You may find users have a higher conversion rate than expected, and you may be able to scale budget more quickly than anticipated. 

Or you may discover that responses are lower than expected and need to experiment with a few different tactics before finding the right combination of messaging and channels that works.

Start planning

With these tips in mind, it’s time to get to work planning your campaigns for entering a new market. 

Think through the channels, keywords, and budget. Work with your technical team to ensure conversion tracking is firing properly and links are properly tagged. 

Finally, set reasonable expectations for performance and prepare to watch campaigns closely as they get off the ground.

The post 7 PPC planning tips when entering a new geographic market appeared first on Search Engine Land.



via Search Engine Land https://ift.tt/ie13B6u