Daily Search Forum Recap: May 29, 2015

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

  • Video Recap of Weekly Search Buzz :: May 29, 2015
    This week in search we covered a weird and drastic change to the Google local search results, but it seems it was a bug that was resolved. Google also now supports iOS apps with App Indexing. Google Now launched Google Now on Tap…
  • Emojis Continue To Live On In Google’s Search Results
    In the past month plus, there has been a lot of controversy around Emojis showing in the Google search results. So much so, Google said they will be dropping Emojis from displaying in the results…
  • Google Answer For Stop Hiccups: Have an Orgasm
    Okay, last one, I know I covered several funny Google Answers already but this one may take the cake…
  • Google Now On Tap: Expanding Google Now Through App Indexing

    Google announced yesterday at Google I/O a neat expansion of Google Now that will be built into Android M, the upcoming release of Android…

  • Google Upgrades AdWords Editor To v11.1
    Google quietly announced on Google+ they have released a new version of the AdWords Editor, this is version 11.1.

    In version 11.1 there were several upgrades, but Google noted only one in the announcement…

  • Google Photo Cupcakes
    Google launched their new standalone photos product named Google Photos yesterday and to celebrate the launch at Google I/O, they gave out cupcakes with the Google Photos logo on it. Rosa Golijan fro

Other Great Search Forum Threads:


Source: SEroundTable

3 Crazy PPC CRO Hacks To Boost Conversion Rates Right Now

mobile-tablet-click-ppc-ss-1920

My dear marketer, I don’t want to be the one to tell you this (actually, I do), but you’ve been led astray. The cold, hard truth about conversion rate optimization (CRO) in PPC just isn’t what you think.

fry

Here it is — are you ready for it?

The truth about PPC ads and conversion is that, on average, most PPC ad copy optimizations have absolutely NO impact on conversion rates.

Blasphemy! I know, this isn’t what you’re conditioned to think. The Ad Text Optimization Fairy Tale goes something like this:

Once upon a time, the diligent little PPC marketer wanted to improve her conversion rates, so she tested various combinations of punctuation, capitalization, etc. She saw a 5% improvement in her conversion rates and lived happily ever after!

It just doesn’t happen that way. You still need to make these tiny changes, and occasionally you may hit the jackpot, but they’ll have little impact for the most part.

Another misconception is that there’s this massive difference in conversion between high click-through rate (CTR) ads and low CTR ads. What’s the actual impact of CTRs on conversion? Check this out:

search click-through rate vs average conversion rate

Average Search Conversion Rate vs. Search Click Through Rate. Source: Dozens of WordStream PPC Clients over Q1 2015.

 

See how the low CTR ads (<1% CTR) have low conversion? Those ads are terrible and should be shot. Google generally doesn’t even bother running ads with such low CTR, so let’s not focus our attention there.

Now, look at the higher CTR ads (between CTR 2-8%). Notice how the higher CTR ads tend to convert higher than the lower CTR ads, though it’s not a huge difference.

What does this mean?

It means that, while you definitely want ads with high relevance and high CTRs, this isn’t going to double or triple your conversion rates.

Here’s another way you’re being led astray: this magical loophole for bidding yourself into the position you want to boost conversion. You have to bid higher to get a higher position, because they convert better, right?

Wrong.

conversion rate vs ad position

Average Search Conversion Rate vs. Average Search Position. Source: Dozens of WordStream PPC Clients over Q1 2015.

 

In truth, ads in different positions convert at about the same rate. A higher ad position may bring you more clicks and even more conversions overall, sure. But a higher ad position won’t inherently improve your actual rate of conversion — and those clicks in the higher position are going to be more expensive.

When we’re talking about improving conversion rates, the small optimizations only bring small results.

So, what should you be focusing on?

Crazy PPC CRO Hack #1: Be Different

One of the easiest ways to see big changes is to differentiate your ads from your competitors’ ads. Sounds simple, yet most advertisers suck at this!

Think about what you see for most queries. It’s a total snoozefest. Everyone’s using the same keywords, the same offers. The ads all look the same, so they’re really just fighting for position and hoping to soak up the most (more expensive) clicks.

You know what these are?

AdWords Jackpots! But, unlike in Las Vegas, this kind of jackpot doesn’t win you any money — though avoiding one might. When everyone else is doing the same thing, there’s a real opportunity for you to stand out in a big way by being different.

How do you do it?

Create click-bait ads with emotional triggers that showcase your unique selling proposition. Perry Marshall is an expert at this and uses what he calls the Swiss Army Knife method of copywriting to find just the right trigger that converts like crazy. Here’s an example of an ad that converts at three times the average conversion rate for “divorce lawyers.”

emotional-ad

See how that works?

Crazy PPC CRO Hack #2: Leverage Ad Formats That Convert Like Crazy

The best way to improve your PPC conversion rate is to leverage new ad innovations that actually bias people towards converting prior to clicking on your ads. How do you do it? Here are four things you can do today to create higher converting PPC ads:

  1. Use Shopping Ads. If you’re doing anything related to e-commerce, use these! Shopping Ads steal conversions from all other organic and paid results; the images steal two thirds of the clicks. Price and image information are infused in the searcher’s mind before they even click on the ad, so you’re less likely to get “curious” clicks — and the commercial intent of the clicks you do pay for is way greater.
  2. Use Ad Customizers. It’s not good enough to just tell people they need to buy from you — you need to explain why they need to buy from you now. Ad Customizers help you tap into marketing psychology by infusing a sense of urgency and triggering the “fear of missing out” in your searchers with countdowns on sales, limited product availability, etc. You can do perpetual sales, which basically means a sale that never actually ends but always creates that sense of urgency.
  3. Keyword Selection. The nature and intent of the keywords you’re targeting is critical. Keywords are generally classified as navigational, informational, or transactional. You have your branded keywords (like “J Crew” or “Home Depot”) that are navigational, meaning searchers are looking for a particular website. Then you have your informational keywords, which indicate that the searcher is trying to learn something. Transactional keywords have high commercial intent, meaning they are used by people who are ready to buy. The top PPC accounts heavily weight their keyword selection to these super high commercial keywords.
  4. Get Rid of Keyword Clutter. Keyword clutter is the natural result of testing continuously but never getting rid of the keywords that just aren’t working. You no longer need to keep every plural, misspelling, alternate spelling, etc. Get rid of the keyword clutter and simplify your AdWords account so you can focus on the keywords that really convert and spot the opportunities. Disclaimer: This won’t directly impact your conversion rates — it’s just a pet peeve of mine! 

Crazy PPC CRO Hack #3: Use Remarketing As A Conversion Rate Optimization Tool

A lot of PPC marketers don’t consider remarketing to be a CRO tool, which is pretty crazy considering it can help you reconnect with and convert the site visitors who leave without converting (which is a vast majority of them).

Even people engaged and committed enough to put items in a cart can bounce — in fact, approximately 70% of shoppers will abandon their cart. Remarketing is an opportunity to turn those abandoners back into leads and make a second (or third, or tenth, or twentieth) impression.

sdf

You can do remarketing on Facebook and Twitter now, too, even using your own customer lists. Of course, the Google Display Network is prime remarketing ground as well, as it reaches 92% of all internet users in the US.

How can you make your remarketing campaigns more effective? Don’t be afraid to be super aggressive. Conversion rates actually increase over time with remarketing ads, as shown here:

Relative Conversion Rate vs. The Number of Times someone has seen your remarketing desplay ads. Key Takeaway: The more often people see your ads, the less likely they are to click (due to ad fatigue) but those who do click on your ads, convert at a higher rate. Source: The Google AdWords Reach and Frequency Report applied to dozens of WordStream customers over Q4 of 2014.

Relative Conversion Rate vs. The Number of Times someone has seen your remarketing display ads. Key Takeaway: The more often people see your ads, the less likely they are to click (due to ad fatigue) but those who do click on your ads, convert at a higher rate. Source: The Google AdWords Reach and Frequency Report applied to dozens of WordStream customers over Q4 of 2014.

Remarketing lists for search ads (RLSA) are another easy hack to double your conversion rates. On average, they have higher click-through rates and lower cost-per-click (CPC) than regular search ads. Just be careful to set up your RLSA campaigns in such a way that it’s not merely “stealing” conversions from your existing campaigns.

3 Steps To High Converting PPC Marketing Campaigns

Want to learn more? I know you do. Check out this information-packed webinar I hosted with the inimitable Oli Gardner from Unbounce, where we show marketers how to:

  • Choose the right keywords for your business.
  • Create ads that compel searchers to click.
  • Send traffic to landing pages that actually convert.

The post 3 Crazy PPC CRO Hacks To Boost Conversion Rates Right Now appeared first on Search Engine Land.

Source: SEland

Video Recap of Weekly Search Buzz :: May 29, 2015

This week in search we covered a weird and drastic change to the Google local search results, but it seems it was a bug that was resolved. Google also now supports iOS apps with App Indexing. Google Now launched Google Now on Tap, which also works with App Indexing. Bing also said they support App Indexing for both iOS and Android and more to come on that soon. Google accidentally showed us their Google Penalty server. Google AdWords launched a new Ad Group report. Google AdWords upgraded the AdWords Editor to version 11.1. Google has some funny and disturbing Google Answers. Emojis are still in the Google search results. Bing integrated the how old age bot into Bing Images. Google finally confirmed Matt Cutts was replaced as the head of search spam but is still on leave with Google. That is this week in search at Search Engine Roundtable.

Make sure to subscribe to our video feed or subscribe directly on iTunes to be notified of these updates and download the video in the background. Here is the YouTube version of the feed:

For the original iTunes version, click here.

Search Topics of Discussion:

Please do subscribe via iTunes or on your favorite RSS reader. Don’t forget to comment below with the right answer and good luck!


Source: SEroundTable

Emojis Continue To Live On In Google's Search Results

emoji dancerIn the past month plus, there has been a lot of controversy around Emojis showing in the Google search results. So much so, Google said they will be dropping Emojis from displaying in the results.

John Mueller said earlier this month “soon they will not be shown at all,” but yet, soon as passed and they are still showing.

Here is an example, but just search for [emoji] in Google and you will see the results polluted by Emoji characters:

Emoji Google Penguin

So I guess, at least now, Emoji characters are not ð’. Not dead at least yet.

So I have to embed this video, it is just appropriate:

Forum discussion continued at Google+.


Source: SEroundTable

Google Answer For Stop Hiccups: Have an Orgasm

Okay, last one, I know I covered several funny Google Answers already but this one may take the cake.

How do you [stop hiccups] according to Google? You can try to get a “Rectal Message” and “Have an Orgasm” according to this Google Answer:

Google Answer For Stop Hiccups: Have an Orgasm

If that doesn’t do it for you, while doing those, Google suggests you

(A) Drink Water Plugged Ears

(B) Pull Your Tongue Out

Pete Meyers spotted this one and posted it on Twitter saying it is worrisome.

Forum discussion at Twitter.


Source: SEroundTable

Google Now On Tap: Expanding Google Now Through App Indexing

click for full size

Google announced yesterday at Google I/O a neat expansion of Google Now that will be built into Android M, the upcoming release of Android. It is called Now On Tap, which basically means what it says, you tap and Google Now appears and shows you contextually relevant information, to you, based on the content you are looking at.

The key point is that this works through App Indexing, so if you are not yet doing App Indexing, it doesn’t only help with ranking your app content in Google mobile search but also helps drive native Android Google Now related (non searches) to your app’s content.

There have been many third party services that have been going into this area but Google simply wiped them out with this release.

Here is how it works:

If a friend emails you about seeing the new movie Tomorrowland, you can invoke Google Now without leaving your app, to quickly see the ratings, watch a trailer, or even buy ticketsâ”then get right back to what you were doing.

click for full size

If youâre chatting with a friend about where to get dinner, Google can bring you quick info about the place your friend recommends. Youâll also see other apps on your phone, like OpenTable or Yelp, so you can easily make a reservation, read reviews or check out the menu.

click for full size

There are many more examples at the Google blog.

Forum discussion at Google+.


Source: SEroundTable

Google Upgrades AdWords Editor To v11.1

Google AdWords EditorGoogle quietly announced on Google+ they have released a new version of the AdWords Editor, this is version 11.1.

In version 11.1 there were several upgrades, but Google noted only one in the announcement, that being “improvements to the search bar.”

Here is the full list of changes in version 11.1 of the AdWords editor:

  • Upgraded URLs: AdWords Editor now supports upgraded URLs and tracking management. Destination URLs can still be changed in the edit panel, and final URLs are located under the âURL Optionsâ tab in the edit panel. Ads can be upgraded without resetting their historical statistics.
  • Labels: Creating and managing labels allows you to quickly group ads according to your preferences. You can add multiple existing labels to any campaign, ad group, ad, or keyword, and filter them by one or more labels. New labels can be created in the Shared library.
  • Call-only ads: Create call-only ads directly in AdWords Editor and update them in the edit panel.
  • Account and type filtering: The account tree and type list in the left sidebar each have new filtering options. The account tree filters by campaign type as well as the status of campaigns and ad groups. The type list filters by any type, including keywords, topics, placements, audiences, ages, type of ad, extensions, unused types, and more.
  • More improvements to search and image search: The search field accepts multiple search terms (one per line) and returns results that match any of the terms. You can also select an image and search for all ads using the same image.
  • Spell-check in other languages: You can download language dictionaries and add them to AdWords Editor to perform spell-checks in other languages. English spell-check is still automatically supported.
  • Mobile interest categories: When targeting ads to mobile users, use interest categories to further refine the intended audience.
  • Mobile App Targeting: Target mobile app users, refining your audience by which apps and app store they use, or use negative mobile app terms to exclude certain apps.
  • Mobile OS version targeting: In addition to targeting mobile ads by operating system, you can now select specific versions or sets of versions for each operating systems.

Forum discussion at Google+.


Source: SEroundTable

Daily Search Forum Recap: May 28, 2015

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

  • iOS Support Finally Comes To Google App Indexing
    Finally, now iOS apps can benefit from Google’s App Indexing protocol. Google announced this yesterday on the heels of Google I/O.

    App Indexing is a way for app developers to feed Google the content within their native Android and now iOS apps…

  • New Google AdWords Ad Group Details Reports
    Google AdWords quietly announced on Google+ the addition of a new report type named ad group details reports.

    This is to expand on the campaign details reports they launched last month but now to do this on the ad group level…

  • Bing Image How Old Bot Search Age Detection
    Bing announced they are rolling out a new tool named how-old.net directly into Bing Image search. It is a person image age detection tool that sometimes works incredibly well and sometimes not…
  • Google Fixes Local Search Problems?
    Earlier this week, we reported about massive local search ranking changes with Google and also covered how Google was investigating these reports. Last night, I also reported at Search Engine Land that Google won’t say much about these changes…
  • SEOs Begin Mocking Google Answers
    Yesterday we covered how Google showed an unscientific answer to what happened to the dinosaurs. Since then, I’ve been seeing tons of mentions of issues with Google Answers…
  • Google Soccer Jersey
    Everyone is excited for Google I/O and that includes Nicolas Bortolotti, a program manager at Google Mexico, who took out his Google soccer jersey just for the event. He said he is preparing an impor

Other Great Search Forum Threads:


Source: SEroundTable

AdWords Dimensions Tab Now Features Both Ad Group & Campaign Detail Reports

google-adwords-bigA7-1920The AdWords Dimensions tab is the tab that keeps on giving. In addition to last month’s roll out of campaign details, Google has now added ad group details to the tab.

The reports allow you to quickly review setting and performance details across a set of campaigns and ad groups. Choose the ad group details report to sort and filter by metric, label, campaign type and more. Quickly see things like the number of active or disapproved keywords, negatives, which ad groups have sitelinks enabled or disapproved, as well as mobile bid adjustments and more.

The reports can be downloaded like any other report in AdWords.

Just go to the dimensions tab and at the bottom you’ll find Campaign details and Ad group details.

AdWords also recently streamlined the Top Movers report with a summary dashboard at the top of the and details on top mover campaigns and ad groups below.

The post AdWords Dimensions Tab Now Features Both Ad Group & Campaign Detail Reports appeared first on Search Engine Land.

Source: SEland

SPONSOR MESSAGE: 30 Seconds or Less: How to Engage the Distracted Consumer

30 seconds or less is the length of time that typically spent absorbing digital marketing content online at any one time. Download this white paper for a statistical profile of today’s distracted consumer, followed by actionable tips for effectively communicating with and converting today’s consumer.

The post SPONSOR MESSAGE: 30 Seconds or Less: How to Engage the Distracted Consumer appeared first on Search Engine Land.

Source: SEland