Close variants helps you connect with people who are looking for your business, despite slight variations in the way they search. To make it even easier for you to reach more of your customers, over the coming months Google is expanding close variant matching to include additional rewording and reordering for exact match keywords.2 Early tests show advertisers may see up to 3% more exact match clicks on average while maintaining comparable clickthrough and conversion rates.3 Rewording and ignoring function words Function words are prepositions (in, to), conjunctions (for, but), articles (a, the) and other words that often don’t impact the intent behind a query. With this change, exact match will ignore these function words to match with similar queries. Function words are the only words that will be ignored. This should only happen when it won’t change the meaning of your keyword. For example, the “in” in “hotels in new york” can be safely ignored because it doesn’t affect the meaning. However, the “to” in “flights to new york” would not be ignored, because a “flight from new york” is not the same as a “flight to new york.” Same meaning, different order Two keywords can share the same meaning, even if the word order is slightly different. For example, “buy new cars” and “new cars buy.” Now, exact match will use that same logic to match with queries that are reordered variations of your keyword. It’s important to note that word reordering won’t add any words to your keywords. Your keywords also won’t be reordered to match with a query when it changes the original meaning of those keywords. For example, the keyword [SFO to JFK] shouldn’t match to the query “JFK to SFO” because the destination is different. Putting it all together With this expansion of close variants, you’ll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want. If you already use reworded or reordered keyword variations, AdWords will still prefer to use those keywords identical to search queries. Phrase match keywords aren’t included in this update. Going forward, use RLSA, Smart Bidding, the search terms report and negative keywords to help shape your traffic and reduce costs. To learn more about this and other strategies that can help you make the most of this change, check out our keyword best practices. Original Source https://adwords.googleblog.com/2017/03/close-variants-now-connects-more-people.html AdAge estimated that $7 billion is lost because of click bots. These click bots are the reasons for click fraud and they are known as non-human traffic or bot traffic. The bots are from computer softwares that copy human behaviour and they trigger impressions, click on ads, or visit your site and bounce immediately. How to know bot traffic:
Preventing bot traffic is a nightmare for people who spend money on PPC ads but there are third party vendors that help you identify bots and you can present the information to google and they will give you back money wasted on clicks Original article http://www.ppchero.com/what-you-need-to-know-about-click-and-bot-fraud/ Site category options are types of Display Network sites, content, and ad placements that you can allow or exclude. With a variety of category options for your Display Network campaigns – such as live streaming video, sensitive social issues, and ad placements shown below-the-fold – you’ll have more control over where your ads show on the Display Network and YouTube. For video campaigns, these options are found under "Content exclusions" and the available options may differ. Reasons to set category options
List of category options
Types of placement
Video content
Optymizer, a digital marketing company, recently announced the release of the ClickFrauds Detection and Prevent Tool.
When advertisers sign up for this tool they receive protection against unwanted clicks, click fraud by robots, and manual click fraud. Customers can choose from 3 different service levels to protect their Google AdWords account and save money. The first option is the free forever plan and includes account monitoring to detect fraudulent clicks. Next, the reporting package includes detailed threat and click reports, in addition to monitoring. Finally, the pro program encompasses everything in the reporting plan, plus AdWords firewall and real time exclusions of problematic IP addresses. User experience on websites can determine the short and long term successes or failures of digital marketing effort. Here are some tips to improve user experience and hence landing page conversions. Site meanderings You should explore all the aspects of a website to find out where the clients could be getting lost. You could have an intended pathway or funnel that you would like your users to go through and you should ensure they go through the process without any hiccups. By going through the experience you should be able to feel how the users feel. From there you can alter what needs to be change. Site meanderings should be done as often as possible in order not to miss out on any potential pain point. User Analysis Using analytics you can see how the users are going through the funnel. You can tell how long they are spending on each page; which page they dropped off from and if they are doing what they are meant to do. Although to do this it requires a large amount of users as well as time to see how best to perform. Feedback tools There are online tools that you can install on your site so that you can ask your users to give you feedback of their experience. Tools like chat boxes can let you directly talk to consumers and see how they are liking the process so far. After conversions Monitoring should continue to be done even after a conversion has occurred. This is done to ensure long term success of the business. Through this information you can test out various features of your website or designs. Helping you make better decisions for the future. Why When looking at your analytic figures you should always try and find out why you are having those figure. If conversions went up or done by a certain percentage. Through this information, you should be able to explain how come you have the figures. Original article http://www.ppchero.com/5-habits-to-adopt-to-keep-your-users-experiences-on-your-mind/ |
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