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Google Ads’ Performance Planner can help predict performance across accounts

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Planning can be both exciting and exhausting, as I’m sure many of you have already found out at the start of January. New years come with new opportunities and a whole lot of planning. Throughout my 8-plus years at Google, I’ve actually come to enjoy prognostication a good deal. Despite how much I may enjoy the act of planning, all of that estimation takes time. And that may be a time you don’t even have – like when you’re asked to predict performance at various spend levels, performance targets or total conversion goals for a meeting tomorrow morning.

Our team at Google built Performance Planner for just these situations. When you need to decide how to allocate your budget across accounts for next month, next quarter, or throughout 2020, you can now answer those questions and more (e.g. Performance Planner now works for manager accounts). Even if your goals or budget aren’t changing, you can still find opportunities to improve the performance of your campaigns and accounts and kick off the year right.

Getting the most out of Performance Planner

If you get a question like “What could we expect from another $1,000 next month?” you can answer it in a few minutes.

Simply click the right part on your curve. The three fields at the top — conversions, CPA and spend — are customizable. Make a change to one of those, and the rest of the metrics will update accordingly.

Forecasting

After you’ve created your plan, you can view it on the draft plan page. The page includes an overview where you can make changes to see how your campaigns might perform. You can also see how your performance numbers will change in real-time and can share that information before implementing anything. It’s a safe place to forecast.

Plan according to the time periods you care about

You can customize the dates of your forecast depending on how your business operates. Monthly, quarterly, annually, fortnightly – whatever you’d like. Projections for 2020 are included so you can get ahead of next year’s performance. You can even focus on a single day if you want.

Know what seasonality can mean in terms of performance

Seasonality can have a big effect on your planning. Every time you update your date range it’ll take seasonality into account. This prediction includes whether your campaigns will see increases (or decreases) in traffic based on Google’s historical search queries in similar periods, geographic areas, and categories from previous years. It also factors in year-over-year growth.

Note that seasonality projections won’t include changes to your conversion rates. For instance, if you know that holiday sales result in a higher conversion rate, you can manually update that in the tool.

Budget based on data

You can also calculate your ideal budget allocation across campaigns and accounts. If you get more budget to play with, this tool can show you how to best spend it. But what if you get a budget reduction? That boss who gave you $1,000 more is now taking $1,000 away. You can then use Performance Planner to find the best areas to cut while maintaining performance.

You can see what would happen if you shift spend toward campaigns that are predicted to have better CPAs, for example. Performance Planner considers your proposed bidding and budget settings and gives you the expected performance at each spend point.

Estimate how new keywords will affect existing campaigns

What will new keywords do to your existing query mix and budget plans? Will those new ideas address searches you’re already appearing for, or will this drive new volume for you?

To find out, click on your individual campaigns (underneath the plan table) and check out the “Things to try” section. You can add your keywords and see what’s projected to happen.

Compare your plan side-by-side with existing settings

You can view past performance alongside your existing and planned settings. This is particularly useful when you’re getting approval from people who might not be that familiar with the current performance of the campaigns.

For example, if you’re looking to increase conversion volume while keeping your ROAS stable, you can see what that might look like.

Act on the plans you create

As soon as you get approval on your plan, you can act quickly. Plans can be downloaded as Google Ads Editor files, so you can hit the ground running. Others can be downloaded as a plan summary that includes the changes you’ll need to make yourself. In either case, moving from ideation to execution is a snap.

Creating a successful plan

As you start planning, here are a few additional things to keep in mind:

  • Plan across accounts. If you have multiple accounts you can add campaigns from each into your plan. The Performance Planner is as flexible as your account structure can be.
  • Your campaigns and accounts in each plan should have similar goals. Your plan won’t make a ton of sense if you’re basing things around a CPA goal only shared by some of your campaigns. With different goals, your account(s) use different plans.
  • Not all campaigns are eligible to be planned. Campaigns need to have enough history. Also, Performance Planner works with Search campaigns using certain bid strategies: manual CPC, maximize clicks, enhanced CPC or Target CPA.
  • Timing affects accuracy. The closer you are to your forecast period, the more accurate the plan is. If you’re forecasting out into the distant future, there’s a chance that some variables will change between now and then.
  • Forecasts are directional, not guarantees. They’re based on auction data, seasonality and recent history from your campaigns.
  • You can manually set a conversion rate if you’d like (or if you don’t have enough conversion history). If you do that, be realistic. Too aggressive and you’re likely to miss your lofty goal, too conservative and you might lose out on lots of profitable traffic.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Anthony Chavez is a director of product management at Google working on Google Ads and Search Ads 360. Previously Anthony worked on Mobile Search Ads including offline measurement, calls and apps. Before joining Google in 2011, Anthony worked at Microsoft for 15 years where he led program management and engineering teams for a wide range of projects. Anthony holds a SB and MEng degree in computer science from the Massachusetts Institute of Technology.



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Tips and tools to combine content marketing and PPC

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30-second summary:

  • Many businesses opt for content marketing because organic traffic is free. But, this strategy makes them miss a great opportunity to grow fast because combining SEO-optimized content with PPC speeds up the lead generation process.
  • Online businesses need to know specific use cases for content marketing and PPC to assess the value of the strategy.
  • Less than half of small businesses (45%) invest in PPC.
  • PPC and SEO content marketing can bring in more leads by capturing more quality traffic with more effective keyword optimization of blog content, lead magnets, and landing pages.
  • To get the most value from content marketing and PPC, businesses need to master keyword research, searcher intent, and the consistency between the landing page and ad optimization.

As someone who primarily engaged in SEO and content writing for small businesses, I didn’t really care about PPC advertising.  

Maybe because of people like me, only 45% of small businesses invest in PPC 

I thought that the best way to bring high-quality leads was with super optimized content, so paid advertising was the realm of bigger companies. That’s the mindset of many small business owners. With teeny tiny marketing budgets, they have to choose between SEO/content and PPC. 

SEO/content often becomes their choice, especially of those with interest in content creation and a lack of real marketing experience.  

SEO was my preferred choice, too, and I saw PPC as something secondary. 

Boy, was I wrong about this!

After a couple of projects involving PPC promotion, my view of the strategy completely changed. No, they didn’t change how I thought about SEO, but they showed how amazing the results could be if you combine the power of both strategies. 

To all SEO specialists still not using PPC and the other way around, here’s what you’re missing.  

1. More effective content thanks to PPC-tested keywords

Developing a content strategy is one of the most complex and important tasks for any SEO specialist. They use keyword research tools, PPC tools, Google Search Console results, and other methods to find those precious keywords used by customers.  

When they find the keywords they think are good for targeting SEO/content marketing, they begin a slow process of creating content. I wrote oh-so-many blog articles, eBooks, checklists, reports, and other content to find out the keywords that attracted the most conversions.  

All of this takes a lot of time.  

In fact, to write a super effective blog post, you need more than six hours 

Time required to invest per blog postSource: OrbitMedia 

When you’re done with writing the draft, there’s also proofreading, editing, making visuals, and keyword optimization. To cut a long story short, you might need a few days to complete a good article that can bring quality organic traffic.  

But that’s not the end of that road.  

Google, too, needs some time to index the article and rank it. In fact, it might take between two and six months to rank in the top 10.  

That’s a bit much, agree? 

To top it all off, the keywords you’ve chosen for your content might not the best ones to target. If you make this mistake, you’ll have to learn your mistakes and start all over again (welcome to the world of SEO content writing, folks). 

Is there a way to speed this time-consuming process up? Yes. It’s PPC.  

It can get you in front of the audience and allow you to test your keyword ideas much faster. If you have content to test, use PPC ads, and equip them with the keywords.  

Get them out there and see what people respond to best. You can have some great results as early as a few days, which is pretty much impossible with SEO/content marketing.  

Another great news is that you can run A/B testing. This means running ads featuring different keywords for the same content piece. If one performs much better than the other, update the content with the more popular keywords.  

So, the takeaway here is that running PPC campaigns for content is a much faster way to test keywords. Start by finding keywords with research tools and make some ads, and you’ll be more likely to discover how your customers look for businesses like yours.  

Related:  

2. More leads from lead magnets

In content SEO, we often create lead magnets 

They are content pieces like reports, white papers, eBooks, webinars, videos, and other valuable content that people need to sign up to access.  

You’ve seen tons of them before. A common example is a banner promoting an industry report with an irresistible CTA on a blog. It says that you need to provide your email address and name to access it instantly.  

Click on that CTA, and you’ll go to a landing page with the lead capture form.  

Like this “The Ultimate Agency Guide to Video Marketing” landing page, where everyone can download a guide with helpful tips on video marketing.

Example of lead magnets landing pages

As you can see, the content is offered in exchange for some data. Not a bad deal of a guide packed with useful instructions for businesses.  

Unsurprisingly, many content producers often turn to lead magnets for quick lead generation.  

Ozan Gobert, a senior content writer at Best Writers Online said, 

“Lead magnets work well for both B2B and B2C businesses aslong as they have some value for customers. You can generate some high-quality leads with them, as they typically attract those interested in insights and tips inside.” 

If a blog has thousands of visitors every week, then there might not be a need for PPC promoting lead magnets. But is that true for your blog? 

Many people think they can manage without the ads (I was one of them). Basically, it’s because they think that great content will “sell” itself. 

Despite what they might think, not so many blogs are that successful in attracting visitors. In fact, more than 90% of web pages don’t get any organic search traffic from Google.

Ahrefs stats on PPC and content marketing

As you can see, only about 1.3 percent of web pages out there get decent traffic. Just for that tiny share, promoting a lead magnet with PPC advertising might not be necessary every time. 

Obviously, the situation is very different for the rest.  

If your website doesn’t have a lot of visitors, too, then creating lead magnets might be pointless. They’ll just sit there only to be discovered by a few people per week.

Not good because you need more leads.  

If you wish that there was a way to get more people to pay attention to, there is actually a way.

And it’s PPC, of course. To get some emails, you need a well-crafted PPC campaign that leads people to the landing page where they can sign up to receive the content.  

You can try to bring people with keyword-based ads promoting the lead magnet. If you choose the right keywords, the ads have a much greater chance to attract leads than SEO alone.  

This is how it works: PPC does the job bringing in visitors, the content converts them into leads by having them complete the capture form.  

To increase the chance of people signing up, the value of content is critical. But, the visual appeal is also a major consideration. You need tools for creating visual content like images, graphics, and infographics to add to your lead magnets.  

3. Better marketing campaign performance thanks to a smart keyword use

Many businesses out there don’t realize they can bring much more quality traffic to their websites if they focus on best-performing keywords in both SEO, content marketing and PPC.  

Much more traffic.  

When an SEO/content marketing specialist and a PPC marketer share a list of relevant keywords, they can decide how to divide them to: 

  • Target the most promising keywords together to bring the most traffic 
  • Identify the keywords that are the most difficult for SEO and target them with PPC and the other way around
  • Define which search queries to focus on with each lead acquisition strategy

Ultimately, the cooperation between the PPC and SEO teams can result in a much more effective keyword strategy. In turn, this strategy could attract more traffic to your websites. 

Important note

To make content keyword optimization work, you need to master searcher intent or purchase intentPut simply, searcher intent is the reason behind a search query.  

For example, the query “Samsung a10 review” implies that the searcher is looking to do some research but has not made the decision yet. If they search Google for “buy Samsung a10 cheap”, then they might be ready to buy.  

Each intent defines how you should create content. It matters a lot for SEO because Google’s goal is to provide its users with the most relevant results.  

Dive Deeper: Tapping into Google’s Algorithm for Searcher Intent. 

4. Create landing pages that convert more visitors

A landing page is the heart of any PPC marketing.  

But, in many cases, PPC specialists aren’t the best persons to write the copy for it. By engaging content and SEO specialists and having them work with PPC folks, you can create a keyword optimized copy that also appeals to the readers.  

For example, PPC specialists can provide keywords and ideas for optimized headings and subheadings for attracting traffic. In turn, content writers contribute by creating a copy that’s easy to read and entices the visitors to act.  

So, the collaboration of PPC and SEO/content teams can result in campaign landing pages that generate clicks and converts.  

A good way to start doing PPC campaign landing pages is to create a checklist to cover all bases. This checklist can include images, copy, sign up options, etc. 

Know more: Studying the anatomy of a successful high-conversion landing page

SEO and PPC: Two are better than one

I’m not exaggerating when I say that SEO and PPC are a marriage made in heaven. I am positive that these points described in this article prove that.

Don’t make a mistake I made by neglecting the power of PPC advertising. Combined with SEO and quality content, you can greatly increase the quality of your traffic.

If you’d like to try them together, feel free to start by doing PPC ads for your best-performing blog articles. The results you’ll see will definitely impress and inspire you to try more. Thanks to this article, you’ll know your next steps.

Ana Mayer is a project manager with 3+ years of experience. She likes to read and create expert academic materials for the Online Writers Rating writing review website.



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Five Google Trends charts that show the impact of COVID-19

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30-second summary:

  • The world is now starting to open back up and we are marketers are adjusting to how we can be effective in this new reality.
  • Search data can help inform the strategic decisions around store locations, hours, payment methods and so much more so that your business can make smarter and more informed decisions on how to be successful.
  • As marketers struggle to grasp the magnitude of changes, Jason Tabeling highlights five Google Trends that can serve as immediate insights.

We all already know that the impact that COVID-19 is having on the world. We have all been under stay-at-home orders for about 90 days. The world is now starting to open back up and we are marketers are adjusting to how we can be effective in this new reality. It’s really hard to grasp the magnitude of changes that are occurring around us right now and it will take some time and perspective for us to truly understand. Search data is a powerful tool that can help us understand how consumers are feeling and reacting to situations. Here are five Google Trend charts that I think help us zoom out a bit and understand some trends that I believe will change the way we operate forever.

1. Retail vs Digital businesses

The world of traditional retail is changing forever. Here is a comparison between Instacart and Whole Foods. Now I know you can say Whole Foods is really Amazon and ecommerce, but that’s sort of the point. Every business is a digital business even if those particularly aren’t owned directly by Amazon. Quickly each business has had to move to a digital model and as you can see from this chart Instacart had a massive surge, has since tailed off, but has significantly closed the gap on Whole Foods. Instacart and other like businesses (Ex. Chewy or Doordash) now have a customer base that is much more comfortable in a digital world and won’t be going back.

Google Trends - Retail vs business

2. Store hours

If and when a store is open is a big deal during COVID-19. Many stores, restaurants, and other businesses were forced closed. Some were deemed essential, and as states re-open are deciding when they should open. This leaves consumers searching to find out how their favorite shops are responding.

For businesses and marketers, this makes keeping your Google My Business (GMB) and other Location Data Management sources (Facebook, Yelp, Apple Maps) up to date. Knowing consumers are seeking information and relying on this information to take action is key. Google has even created new tags like, “Temporarily Closed” to help businesses communicate with their customers easier. Making sure this data is accurate and up to date has always been important and is just magnified by the uncertainty this situation has created for all businesses and consumers.

Google Trends - Store Hours

3. “Contactless”

Check a Google Trends chart for anything “contactless” and you will see a very similar graph. The growth of all things contactless has spiked, delivery, payments, and pickup. This further accelerates the digital revolution. Cash has always been dirty, and in these times people are especially cautious. According to Times article paper money can transport a live flu virus for up to 17 days. This data point, plus all the CDC and WHO recommendations make anything contactless of interest for consumers.Google Trends - Contactless

4. “Curbside”

Curbside is very similar to “Contactless.” Both demonstrate the new ways consumers want to interact with brands. Having this type of pickup option allows consumers the ability to shop with their favorite brands, but not take the incremental risk of going inside the store. Consumers are looking for ways to continue with some sort of normal behavior, get out of their house, and not have to wait for shipping.

Best Buy for example had a curbside pickup at 100 stores in December and quickly accelerated to all 1,200 stores during the pandemic. Much like Contactless, curbside wasn’t even a term consumers were using until recently and we don’t expect it to go away any time soon.

Google Trends - Curbside pickup

5. Remote work

The way people approach their jobs has been forever changed. As you can see from the chart below remote work has been steadily growing since 2004, but has reached a peak over the last few months. This is especially interesting when comparing it to unemployment searches, which is a very sad side effect of the economy shut down. I’m hopeful that for those of us in digital marketing we can see this as a growth opportunity for talent across the country and world to work together to help make marketing stronger for these brands. To help them drive into a digital age that was a differentiator just 90 days ago, and has now been rushed into mandatory status for survival.

Conclusion

So much of our world has been changed forever. It is our job as marketers to help leverage the tools at our disposal. This is especially true for search engine marketing. Where we have the ability to understand how customers are thinking about our brands and the experiences they expect from us just be understanding how they search. This data is not only helpful for search campaigns but business strategy as well. Search data can help inform the strategic decisions around store locations, hours, payment methods and so much more so that your business can make smarter and more informed decisions on how to be successful.



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Voice input for Google mobile web search, paying for search analytics tools, more

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SearchCap: Voice input for Google mobile web search, paying for search analytics tools, more










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