ccording to Wikipedia, clickbait is defined as a text or thumbnail link that is designed to entice users to follow that link and read, view, or listen to the linked piece of online content. Facebook, Google and all other social media platforms have tried to reign in clickbait because of the harm it does to their networks and to the community at large. The largest search engine rolls out a number of updates, after a few month designed to sift through clickbait, and subsequently punishes the pages and websites associated with clickbait titles sending them deep in to the deep web oblivion. The social media giant unveiled a new algorithm update, last year, which finds clickbait being posted by companies, and then prevents these same posts from showing up in users’ News Feeds. Although these companies try to stop them, there is a necessity for this kind of content in the digital media of today. In the past, there were magazines and newspapers which used to have crazy titles that made our heads turn and get our attention. Likewise clickbait articles do the same thing. The reason they are still relevant in 2019 is because the average internet user has a very short attention span and s/he has become numb to advertisements (using ad blockers and banner blindness). Also, the user doesn’t respond to email newsletters as they did before. As a result digital marketers have to come up with a way of grabbing attention of the user in order to deliver a message. Here is how they work Polarizing headlines In a recent study that was done, around 70,000 headlines were deemed to be polarizing. The headlines seem to pander to one group and at the same time making another group very angry. This is commonly seen in political discourses. They would say politician A is a fool for doing x, y and z, the people who are against politician A will be glad to read that article. The people who are for him or her would also read the same article to see how their candidate is being attacked. Empty Promises Clickbait articles normally have strong headlines and they make empty promises that when you click on them you will find the information you are looking for. Most of the time when the links are clicked, the information that is presented has nothing to do with the tittle. In some instances you will find a close resemblance to what is being talked about but the connection is lose at best. For example when you are a headline which says “Earn $100 as passive income” when you click on the link you are directed to a page that has scant information about affiliate marketing. Headlines are emotional The people who write clickbait articles know that when a person sees the headline they will automatically know it’s a clickbait link. One way to get around this hitch is to come up with headlines that appeal to people’s emotions and curiosity rather than intellect. For example headlines like: “This man filled his washing machine with puppies and carpet tacks. What happens next is horrific . . . ” Fiction vs Truth Everyone knows that clickbait articles are mostly lies but they still click on them. The reason for this is because the clickbait articles have an element of truth in them that makes them believable. The headline could start out describing an actual fact but it tails off to something quite different. A good example of this is
“This guy rear-mounted a jet engine to his el Camino. You’ll never guess what they peeled him off of . . . Conclusion However much we hate clickbait, they do serve a function. Many websites like buzzfeed make hundreds of millions of dollars using clickbait. As a digital marketer, caution should be taken when creating clickbait articles Talk to your Clients When writing test ads keep you r focus on the clients’ needs and how your product beneficial to them. When writing about benefits it leads to a significant lift in CTR. User Motivation Using the search terms report in your search campaigns can provide insight into what clients are searching for. For example “how to” queries means the clients are looking for instructions and “near me” indicates that the client is more likely to buy. As such new ad groups should be created with ads showing the user motivation. Problem solving Your text ads should be created in a way that solve existing problems. With this, providing solutions will make your clients more willing to take immediate action. Meaning, you have an interested audience at the moment of purchase decision. Relevance Ad copy should reflect what stage of the client’s buying cycle is in. different ad copies should be written that follow the AIDA (Awareness Interest Desire and Action) stages. This ensures that there is a higher CTR. Google said “We’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.” There is no specific reason that google stated as to why they will stop the ads next year but many assume that it is because of user frustration, use of ad blockers and expensive ads are not being viewed. There will still be some forms of ads on YouTube that users won’t be able to skip. And in the meantime google will start experimenting on new types of ads. For example the 6-second ads that were meant to replace the 30-second ones. As advertisers, we would have to see how we can leverage the new changes to make the most of video advertising. 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 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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