Goal based bidding: aligning your SEM strategy to business goals

arrow_target_224717830-ss-1920Last year, over one million advertisers spent more than $81.5 billion on search ads worldwide. For many enterprises, SEM is a strategically important discipline.

As such, SEM requires careful alignment with display advertising and the other elements of your marketing program. It also is vital to match your SEM strategy with your company’s business objectives.

In this white paper from [24]7, you will learn how to:

  • set goals and optimize your bidding methods to meet your business objectives, whether in growth or profit mode;
  • automatically adjust and increase the frequency of your bids to respond to your goals and ever-changing auction; and
  • apply learnings from different business models and unique KPI’s.

Vist Digital Marketing Depot to download your copy.

The post Goal based bidding: aligning your SEM strategy to business goals appeared first on Search Engine Land.

Source: SEland

Daily Search Forum Recap: November 30, 2016

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:

  • Google Search Console Removes The Content Keywords Report

    After months at hinting at removing the content keywords report from the Google Search Console, Google has officially done it.

    As we said in May, one of the reasons Google removed it was due to user confusion…

  • Google Knowledge Panel With Video Carousel

    Google is now showing videos in the knowledge graph panel on mobile. Here is a picture from Sergey Alakov, who spots so many Google features…

  • Now Google Search Console’s Update Indicator Line Is Clickable

    Yay, I just checked and the Google Search Console “update” line indicator found in many of the reports within Google Search Console can now be clicked on. In the past, you had to view the page source…

  • Google Search Console Removed Feature Phone URL Error Report

    Google has dropped the “featured phone” filter in the URL error report section within Google Search Console. You can access the URL error reports under Current Status > Crawl Errors > Site Errors > URL Errors when you login to the Google Search Console…

  • Google & Bing Increase File Size Limit Of Sitemap File By 400%

    Both Google and Bing announced that they have increased the file size limit of your sitemap files from 10MB to 50MB, a 400% increase.

    Microsoft said “most sitemaps are under this 10 MB file limit, these days…

  • Jagdish Chandra Bose Google Logo

    Jagdish Chandra Bose today has a Google Doodle, Google logo, on Google.com. Jagdish Chandra Bose’s Doodle features his crescograph, a device for measuring growth in plants…

  • Google Bike Trailer In Indonesia
    Julianto posted a photo of what appears to be a bike trailer, but I am not 100% sure if that is the case. It has Google branding all over it, but I doubt it is actually from Google. The language on t

Other Great Search Forum Threads:


Source: SEroundTable

Google Search Console Removes The Content Keywords Report

After months at hinting at removing the content keywords report from the Google Search Console, Google has officially done it.

As we said in May, one of the reasons Google removed it was due to user confusion. Google wrote, “users were often confused about the keywords listed in content keywords.”

Google said now that there is Fetch as Google and Search Analytics, seeing how Google crawls your site is easier. When this first launched, it was the “only way to see what Googlebot found when it crawled a website,” Google said.

So Google is dropping it.

Marie Haynes said:

True, my original complaint about dropping it in May but Google does send nice hack warnings.

Google also recently dropped the demote sitelinks feature as well.

Forum discussion at Twitter.


Source: SEroundTable

Google Knowledge Panel With Video Carousel

Google is now showing videos in the knowledge graph panel on mobile. Here is a picture from Sergey Alakov, who spots so many Google features, of “videos from the web” showing under a knowledge panel result.

Google Local Knowledge Panel With Video Carousel

They also show for other non local knowledge panels:

I assume you need to use structured data for videos to get these in your knowledge panel, but I am not 100% sure.

This is a neat feature, have you seen it anywhere else?

Forum discussion at Twitter.


Source: SEroundTable

Now Google Search Console's Update Indicator Line Is Clickable

Yay, I just checked and the Google Search Console “update” line indicator found in many of the reports within Google Search Console can now be clicked on. In the past, you had to view the page source, find the URL and copy and paste to go to the data anomalies page.

Now you can click on the word “update” and it will take you right to the right spot.

Here is a screen shot:

Before, the update indicator hovered over the graph somewhere and when you tried to click it, it would disappear. That has been fixed.

Forum discussion at Twitter.


Source: SEroundTable

Google Search Console Removed Feature Phone URL Error Report

Google has dropped the “featured phone” filter in the URL error report section within Google Search Console. You can access the URL error reports under Current Status > Crawl Errors > Site Errors > URL Errors when you login to the Google Search Console.

Now, I see (a) desktop, (b) smartphone and (c) news (although many of you probably don’t see news). It use to have an option for “feature phone,” but it has now been removed.

Here is a screen shot from December 2013:

Smartphone Crawl Errors Added To Google Webmaster Tools

Here is a screen shot from yesterday:

I don’t think many webmasters are going to miss this feature.

Update: Google has just posted a blog post about this change saying “we won’t be using the feature-phone user-agents for crawling for search going forward.” If you still have featured phone support, then use “handheld” link annotations for dynamic serving of feature-phone content. Finally, they removed this report, which I mentioned above, from Search Console.

Forum discussion at WebmasterWorld.


Source: SEroundTable

Google & Bing Increase File Size Limit Of Sitemap File By 400%

Both Google and Bing announced that they have increased the file size limit of your sitemap files from 10MB to 50MB, a 400% increase.

Microsoft said “most sitemaps are under this 10 MB file limit, these days, our systems occasionally encounter sitemaps exceeding this limit.” To address that, both Google and Bing expanded that limit to 50MB (52,428,800 bytes).

That means the uncompressed version has to be 50MB or less. You can compress them for bandwidth requirements but the uncompressed version can’t exceed 50MB.

You are still limited to 50,000 URLs per Sitemap file, that has not changed.

Forum discussion at Twitter


Source: SEroundTable

Daily Search Forum Recap: November 29, 2016

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:

Other Great Search Forum Threads:


Source: SEroundTable

Here’s an AdWords script to fill empty ad groups

full adwords ad groups

As you’ve probably noticed, Christmas is coming. It’s a busy time of year for many of us. But busy means both that it’s easy to make mistakes and that it’s important not to let them slide.

That’s why it’s important to automate what you can: when it gets busy, mistakes can be caught — and even corrected — without taking up your valuable time.

So you want to make sure you didn’t pause your Black Friday ads with no active ads to show in their place. You want to be sure you don’t have an ad group where all the ads are disapproved. And you want to be sure that you did create ads in those brand-new ad groups filled with new, seasonal keywords for new, seasonal products.

I’ve already shared a script to find ad groups with no ads. But with this newest script from Brainlabs (my employer), you can go one better: you can automatically create an ad, filling the empty ad group and making sure you don’t pass up valuable traffic.

Sure, it’s only a generic ad — and we all know it’s important to get ads as specific and relevant as possible. But the new ads are all labeled, so you can easily find them and rewrite them. And in the meantime, you’re getting clicks you’d otherwise have been missing out on.

What’s more, Google is eventually going to get rid of standard text ads. We don’t know when this is going to happen (You won’t be able to create new standard text ads after January the 31, but existing ones will still serve traffic), but it always pays to plan ahead. So you can also use this script to put an expanded text ad into all ad groups that don’t already contain an ETA.

To use the script for yourself, open a new Script in AdWords and copy in the code below. Then change the settings at the top:

  • campaignNameContains and campaignNameDoesNotContain filter which campaigns the script will look at. For example, if campaignNameContains is ["Brand", "Generic"], then only campaigns with names containing “brand” or “generic” are included. If campaignNameDoesNotContain is ["Display", "Competitor"], then any campaigns with names containing “display” or “competitor” are ignored.
    • This is not case-sensitive.
    • Leave blank, [], to include all campaigns.
    • If you need to put a double quote into campaignNameContains or campaignNameDoesNotContain, put a backslash before it.
  • ignorePausedCampaigns should be set to true if you only want to look at currently active campaigns, or false if you want to include paused campaigns as well.
  • ignorePausedAdGroups should be true if you only want to look at currently active ad groups, or false to look at active and paused ad groups.
  • checkedLabelName is the label to show which campaigns and ad groups the script knows aren’t empty (as either they were already full or they’ve just had a new ETA added). This means you can rerun the script as much as you need if your account is so big the script timed out — anything with this label will be ignored in future runs.
    • You could also manually label campaigns and ad groups with this label, to prevent the script from checking them.
  • newAdLabelName is the label given to the expanded text ads that the script creates.
  • If onlyLookForETAs is true, then the script will create an expanded text ad in any ad group that doesn’t contain one. If it’s false, the script will check if there is already an ad of any type — like a standard text ad or a banner ad — and only create an ETA if there are no ads of any type already there.
  • There are six variables to make the new ETA from:
    • headlinePart1 and headlinePart2 are the headlines (max of 30 characters).
    • description is the description (max of 60 characters).
    • finalUrl is the landing page. If this doesn’t start with “http://” or “https://” the script will add “http://” for you.
    • urlPath1 and urlPath2 are the paths that show in the display URL. They are optional, so leave as "" if you don’t want them (max of 15 characters).

AdWords Scripts can only run for 30 minutes at a time, so if you’ve got a big account, you may not be able to cover all campaigns in one go. That’s why the script labels the ad groups and campaigns once they’re processed: if the script times out, then you can just run it again and again, and it will always look only at ad groups it hasn’t checked before.

The script will check the ad text you’ve given, to make sure you’re within the character limits and you don’t have too many exclamation marks, but AdWords may still refuse to make your ad because of policy violations. This won’t be flagged in preview runs; once you’ve run the script, you need to check the logs for messages about ads not being created. Note that ad groups where ads couldn’t be created won’t be labeled, because they’re still empty — so if there are problems, you can just change the ad text and run the script again.

If you don’t want to use the same template ad everywhere, you could run the script multiple times: use the campaignNameContains to look at different campaigns each time, and change the template ETA each time to suit those campaigns.

The post Here’s an AdWords script to fill empty ad groups appeared first on Search Engine Land.

Source: SEland

Google Tests Basic "Back To Top" Button On Mobile

Google is testing another form of their back to top button from early this month. The new version doesn’t follow you as you scroll or is in a bold blue color, instead it is a button added the footer of the search results page.

This is a lot less intrusive and seems more user friendly and less annoying.

Here is the screen shot from Sergey Alakov as posted on Twitter:

Here is the old blue hover test:

Google Tests Back To Top Button In Mobile Search Results

I like the new test, not the old one with the blue.

Forum discussion at Twitter.


Source: SEroundTable