Connect with us

SEO

Are your Google text ads getting truncated? Here’s what to consider

Published

on


This week, Andrea Cruz, digital marketing manager at KoMarketing noticed text ad headlines and descriptions getting cut off and wondered if is new.

I looked back at some older screenshots of search results and didn’t see truncation happening very often. But now I’m easily able to replicate the kind of result Andrea saw, including in the first text ad position, as in the example below.

Truncated headlines and descriptions in expanded text ads aren’t new, but it could be that it’s happening more often lately with certain ad renderings, which frequently include no ad extensions. Is the pendulum swinging back to simpler ads?

Why does ad truncation happen?

One thing to keep in mind is that truncation is about pixels rather than a specific character count, and wider characters use more pixels. In 2016, when expanded text ads were introduced, Google said advertisers should consider limiting headline length to 33 characters to keep them from potentially being truncated. That’s still the suggested length in the help center, even since Google added the third headline option:

“In some situations, Google Ads needs to shorten your text, usually with an ellipsis (“…”). This could happen if your ad text frequently uses wider characters (like “m”) instead of narrower characters (like “i”), because your headline text could be wider than the space available for it on some browser sizes. With most Latin languages, you can avoid this effect by limiting your line’s overall character count to 33 characters total.”

Additionally, if the ad preview in Google Ads shows the full headline, Google says it will generally render completely.

For descriptions, Google doesn’t give specific guidelines, and the preview tool won’t show truncation. Again, pixels will matter. In several results I looked at, description truncation happened between 84 to 86 characters, but a description with 91 characters displayed in full on one line because it had a lot of narrow letters.

Is ad truncation happening more often?

It may appear that truncation is happening more often because of the way Google often displays text ads now. The text ads above the organic results often show with just one description line, particularly on desktop.

Consider this screenshot of a results page for the query “car loan” captured last year in July 2018:

A Google search result from 2018.

Now, compare that to a results page served today in which the ads in positions two to four include just one line of description copy (the last ad’s description is truncated) and no ad extensions below them:

In a result from today, only the first ad shows ad extensions. The other ads show just one line of description copy.

I see this shorter ad rendering regularly across various queries, particularly on desktop. And the lack of ad extensions is interesting. Ads at the bottom of the page on mobile and desktop tend to show more description copy as well as ad extensions than ads above the organic results.

Ad rendering changes are constant

Google is always experimenting with the way it displays ads, even within the same results page. In the mobile example below (from today), notice the Expedia ad in the second position has a description that gets truncated and no ad extensions showing with it.

After refreshing that search result page later in the day, Expedia’s ad, still in the second position, appears with a description followed by callout extensions and an app extension, while the Hotwire ad in position three shows with just a description.

We don’t have control over how Google chooses to display our ads from one search result to the next, and it will vary based on device, browser and other contextual signals. It also decides when and what ad extensions to show. But we do have some control over truncation. If you want to avoid having your titles and descriptions cut off, experiment with length.

Something more interesting to watch may be the frequency with which your ad extensions show. It’s interesting to often see simpler ad treatments above the organic results these days.


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

SEO

TripAdvisor says it blocked or removed nearly 1.5 million fake reviews in 2018

Published

on


The majority of consumers (80% – 90%) routinely consult reviews before buying something, whether online or off. The powerful influence of reviews on purchase behavior has spawned a cottage industry of fake-reviews, a problem that is growing on major sites such as Amazon, Google and Yelp, among other places.

Just over 2% of reviews submitted were fake. TripAdvisor is one of those other places, where reviews form the core of the company’s content and the principle reason consumers visit. How much of the review activity on TripAdvisor is fraudulent? In its inaugural TripAdvisor Transparency Report the company says that 2.1% of all reviews submitted to the site in 2018 were fake. (A total of 4.7% of all review submissions were rejected or removed for violating TripAdvisor’s review guidelines, which extend beyond fraud.)

Source: TripAdvisor Review Transparency Report

73% blocked by machine detection. Given the volume of review submissions TripAdvisor receives – more than 66 million in 2018 – that translates into roughly 1.4 million fake reviews. TripAdvisor says that 73% of those fake reviews were blocked before being posted, while the remainder of fake reviews were later removed. The company also says that it has “stopped the activity of more than 75 websites that were caught trying to sell reviews” since 2015.

TripAdvisor defines “fake review” as one “written by someone who is trying to unfairly manipulate a business’ average rating or traveler ranking, such as a staff member or a business’ competitor. Reviews that give an account of a genuine customer’s experience, even if elements of that account are disputed by the business in question, are not categorized as fake.”

The company uses a mix of machine detection, human moderation and community flagging to catch fraudulent reviews. The bulk of inauthentic reviews (91%) are fake positive reviews TripAdvisor says.

Most of the fake reviews that are submitted to TripAdvisor (91%) are "biased positive reviews."
Source: TripAdvisor Review Transparency Report

TripAdvisor says that the review fraud problem is global, with fake reviews originating in most countries. However, it said there was a higher percentage than average of fake reviews “originating from Russia.” By contrast, China is the source of many fake reviews on Amazon.

Punishing fake reviews. TripAdvisor has a number of penalties and punishments for review fraud. In the first instance of a business being caught posting or buying fake reviews, TripAdvisor imposes a temporary ranking penalty.

Upon multiple infractions, the company will impose a content ban that prevents the individual or individuals in question from posting additional reviews and content on the site. It also prevents the involved parties from creating new accounts to circumvent the ban.

In the most extreme cases, the company will apply a badge of shame (penalty badge) that warns consumers the business has repeatedly attempted to defraud them. This is effectively a kiss of death for the business. Yelp does something similar.

Why we should care. Consumer trust is eroding online. It’s incumbent upon major consumer destinations sites to police their reviews aggressively and prevent unscrupulous merchants from deceiving consumers. Yelp has been widely criticized for its “review filter” but credit the company for its long-standing efforts to protect the integrity of its content.

Google and Amazon, in particular, need to do much more to combat review spam and fraud. Hopefully TripAdvisor’s effort and others like it will inspire them to.


About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.

Continue Reading

SEO

10 Key Checks for Assessing Crawl Hygiene

Published

on


When optimizing our websites for crawlability, our main goal is to make sure that search engines are spending their time on our most important pages so that they are regularly crawled and any new content can be found.

Each time Googlebot visits your website, it has a limited window in which to crawl and discover as many pages and links on your site as possible. When that limit is hit, it will stop.

The time it takes for your pages to be revisited depends on a number of different factors that play into how Google prioritizes URLs for crawling, including:

  • PageRank.
  • XML sitemap inclusion.
  • Position within the site’s architecture.
  • How frequently the page changes.
  • And more.

The bottom line is: your site only gets Googlebot’s attention for a finite amount of time with each crawl, which could be infrequent. Make sure that time is spent wisely.

It can be hard to know where to start when analyzing how well-optimized your site is for search engine crawlers, especially when you work on a large site with a lot of URLs to analyze, or work in a large company with a lot of competing priorities and outstanding SEO fixes to prioritize.

That’s why I’ve put together this list of top-level checks for assessing crawl hygiene to give you a starting point for your analysis.

1. How Many Pages Are Being Indexed vs. How Many Indexable Pages Are There on the Site?

Why This Is Important

This shows you how many pages on your site are available for Google to index, and how many of those pages Google was actually able to find and how many it determined were important enough to be indexed.

An indexability pie chart in DeepCrawlBar chart showing indexed pages in Google Search Console

2. How Many Pages Are Being Crawled Overall?

Why This Is Important

Comparing Googlebot’s crawl activity against the number of pages you have on your site can give you insights into how many pages Google either can’t access, or has determined aren’t enough of a priority to schedule to be crawled regularly.

Crawl stats line graph in Google Search ConsoleBar chart showing Googlebot crawling in Logz.io

3. How Many Pages Aren’t Indexable?

Why This Is Important

Spending time crawling non-indexable pages isn’t the best use of Google’s crawl budget. Check how many of these pages are being crawled, and whether or not any of them should be made available for indexing.

Bar chart showing non-indexable pages in DeepCrawl

4. How Many URLs Are Being Disallowed from Being Crawled?

Why This Is Important

This will show you how many pages you are preventing search engines from accessing on your site. It’s important to make sure that these pages aren’t important for indexing or for discovering further pages for crawling.

Bar chart showing pages blocked by the robots.txt in Google Search Console

5. How Many Low-Value Pages Are Being Indexed?

Why This Is Important

Looking at which pages Google has already indexed on your site gives an indication into the areas of the site that the crawler has been able to access.

For example, these might be pages that you haven’t included in your sitemaps as they are low-quality, but have been found and indexed anyway.

Bar chart showing pages indexed but not submitted in a sitemap in Google Search Console

6. How Many 4xx Error Pages Are Being Crawled?

Why This Is Important

It’s important to make sure that crawl budget isn’t being used up on error pages instead of pages that you want to have indexed.

Googlebot will periodically try to crawl 404 error pages to see whether the page is live again, so make sure you use 410 status codes correctly to show that pages are gone and don’t need to be recrawled.

A line graph showing broken pages in DeepCrawl

7. How Many Internal Redirects Are Being Crawled?

Why This Is Important

Each request that Googlebot makes on a site uses up crawl budget, and this includes any additional requests within each of the steps in a redirect chain.

Help Google crawl more efficiently and conserve crawl budget by making sure only pages with 200 status codes are linked to within your site, and reduce the number of requests being made to pages that aren’t final destination URLs.

Redirect chain report in DeepCrawl

8. How Many Canonical Pages Are There vs. Canonicalized Pages?

Why This Is Important

The number of canonicalized pages on your site gives an indication into how much duplication there is on your site. While canonical tags consolidate link equity between sets of duplicate pages, they don’t help crawl budget.

Google will choose to index one page out of a set of canonicalized pages, but to be able to decide which is the primary page, it will first have to crawl all of them.

Pie chart showing canonical pages in DeepCrawl

9. How Many Paginated or Faceted Pages Are Being Crawled?

Why This Is Important

Google only needs to crawl pages that include otherwise undiscovered content or unlinked URLs.

Pagination and facets are usually a source of duplicate URLs and crawler traps, so make sure that these pages that don’t include any unique content or links aren’t being crawled unnecessarily.

As rel=next and rel=prev are no longer supported by Google, ensure your internal linking is optimized to reduce reliance on pagination for page discovery.

Pie chart showing pagination breakdown in DeepCrawl

10. Are There Mismatches in Page Discovery Across Crawl Sources?

Why This Is Important

If you’re seeing pages being accessed by users through your analytics data that aren’t being crawled by search engines within your log file data, it could be because these pages aren’t as discoverable for search engines as they are for users.

By integrating different data sources with your crawl data, you can spot gaps where pages can’t be easily found by search engines.

Google’s two main sources of URL discovery are external links and XML sitemaps, so if you’re having trouble getting Google to crawl your pages, make sure they are included in your sitemap if they’re not yet being linked to from any other sites that Google already knows about and crawls regularly.

Bar chart showing crawl source gaps in DeepCrawl

To Sum Up

By running through these 10 checks for your websites that you manage, you should be able to get a better understanding of the crawlability and overall technical health of a site.

Once you identify areas of crawl waste, you can instruct Google to crawl less of those pages by using methods like disallowing them in robots.txt.

You can then start influencing it to crawl more of your important pages by optimizing your site’s architecture and internal linking to make them more prominent and discoverable.

More Resources:


Image Credits

All screenshots taken by author, September 2019



Continue Reading

SEO

Google explains why syndicators may outrank original publishers

Published

on


Last week we reported that Google has updated its algorithms to give original reporting preferred ranking in Google search. So when John Shehata, VP of Audience Growth at Condé Nast, a major publishing company, posted on Twitter that Yahoo is outranking the original source of the article, Google took notice.

The complaint. Shehata posted on Twitter, “Recently I see a lot of instances where Google Top Stories ranking syndicated content from Yahoo above or instead of original content. This is disturbing especially for publishers. Yahoo has no canonicals back to original content but sometimes they link back.”

As you can see, he provided screen shots of this happening as evidence.

No canonical. John also mentioned that Yahoo, who is legally syndicating the content on behalf of Conde Nast, is not using a canonical tag to point back to the original source. Google’s recommendation for those allowing others to syndicate content is to have a clause requiring syndicators must use the canonical tag to point back to the source the site is syndicating from. Using this canonical tag indicate to Google which article page is the original source.

The issue. Sometimes those who license content, the syndicators, post the content before or at the same time as the source they are syndicating it from. That makes it hard for Google or other search engines to know which is the original source. That is why Google wrote, “Publishers that allow others to republish content can help ensure that their original versions perform better in Google News by asking those republishing to block or make use of canonical. Google News also encourages those that republish material to consider proactively blocking such content or making use of the canonical, so that we can better identify the original content and credit it appropriately.”

Google’s response. Google Search Liason Danny Sullivan responded on Twitter: “If people deliberately chose to syndicate their content, it makes it difficult to identify the originating source. That’s why we recommend the use of canonical or blocking. The publishers syndicating can require this.”

This affects both web and News results, Sullivan said. In fact, th original reporting algorithm update has not yet rolled out to Google News, it is just for web search currently:

Solution. If you allow people to syndicate your content, you should require them to use the canonical tag or make them block Google from indexing that content. Otherwise, do not always expect Google to be able to figure out where the article originated from, espesially when your syndication partners publish the story before or at the same time that you publish your story.

Why we care. While the original reporting change is interesting in this case, it is somewhat unrelated. If the same article is published on two different sites at the same time, both sites can appear to the search engines as the original source. If these sites are syndicating your content legally, review or update your contracts to require syndicators to either use canonical tags or block their syndicated content from indexing altogether. If syndicators are stealing your content and outranking you, Google should be better at dealing with that algorithmically, otherwise, you can file a DMCA takedown request with Google.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

Continue Reading

Trending

Copyright © 2019 Plolu.