Monthly Archives: November 2016

Bing Ads Releases a New, More Advanced Campaign Setup Process

Bing Ads Advanced Campaign Setup

The second most popular search engine released its much expected upgrade for advertisers to set up their campaigns easily. In recent times, Bing Ads have been advancing rapidly with its new ad extensions, bidding options, targeting improvements, and a better, more optimised platform.

They have made the campaign set up process easier to reflect the qualities and optimisations advertisers need to succeed with Bing Ads.

The following steps show how advertisers can input their campaigns

  • Establish a business goal to direct the creation of your campaign

On the ad platform, it first asks you to select the goal for your new campaign. The options available include “visits to my website”, visits to my business location” and so on. This goal will be used to suggest different features or defaults to start off your campaign on the right note. Regardless of the goal users choose, the campaign will have access to all available features. The goals page also has new shortcuts to other campaign setup tools like File Import, Keyword Planner and Google Import.

  • Copy campaign setting & target particular location

The upgrade allows users to copy settings from a pre-existing campaign. Advertisers can also target specific locations where they want their ads to appear. For instance, users can now manage radius targets in the same view as other locations.

  • Use custom keyword recommendations to target the right searchers

Keyword research can be a handful, especially for long-tail key phrases. Bing now offers tailored keyword suggestions to assist advertisers in prompting the right search results. The keywords have been designed to reflect a URL from your website.

Each suggestion shows the popularity, cost and competitiveness of the keyword. The keywords are also placed in ad groups according to relevance, making it easier to target ad copy and bids to various search queries you want them to show for.

  • Include high-value features for your ads

Features like ad extensions make your ads more captivating and can drive clicks and conversions. There is an available library of ad extensions when you are setting up a campaign, and each ad extension suitable for the campaign goal is highlighted to make selection easier. Unlike before, advertisers are no longer limited to only one ad, but can set up multiple ads and manage them in one page.

  • Use performance estimates to set informed bids

In this last stage, the page has been optimised to enable you set your budget and bidding values. Depending on the campaign features added so far, Bing provides performance projections on what it believes your campaign’s clicks, impressions, ad spend, and average ranking position will be.

Bing Ads Advanced Campaign Setup Process

To get the hang of the new set up process, you can practice without taking the campaign live. Like Google AdWords, Bing Ads is optimised to help advertisers serve ad campaigns to prospective customers searching the internet for services they offer.

The product provides a highly controlled and measurable ad serving process for online advertisers, and will increase use of Bing Ads.

Google AdWords Launches Affiliate Location Extensions

Google AdWords Affiliate Location Extensions

Google has recently launched its affiliate location extensions in the United States. Affiliate extensions will assist manufacturers in driving customers to third-party retail stores that sell their products.

What are affiliate location extensions?

As a business that sells products through retail outlets, affiliate location extensions can help you reach customers the moment they are thinking of what and where to buy. Affiliate extensions help customers find stores in their location that sell your products.

How do they work?

Affiliate extensions can help advertisers reach new customers with the following steps:

  1. Someone searches for a product on Google’s SERP
  2. The business ad shows, along with the affiliate location extension
  3. The ad is served to the searcher on Google as an address or a map
  4. A smartphone user can tap the address/map and get directions to the store
  5. The user navigates their way to the store and purchases the product

When manufacturers can use them

As a manufacturer with products in retail outlets, you can use affiliate location extensions to make your products and the store locations easily visible to potential customers in the area. For your own store, use location extensions instead.

Setting up affiliate location extension

To setup affiliate location extensions, add the extension and indicate the retail stores that sell your products. Unlike ordinary location extensions, affiliate location extensions don’t need a Google My Business link.

Affiliate location extensions can be set at account, campaign and ad group levels of your Google AdWords account.

  1. Sign in to AdWords account
  2. Click the Campaigns (or Ad groups) tab and pick an existing campaign (or ad groups). Proceed from All campaigns for account-level affiliate location extensions.
  3. Select the Ad extensions label
  4. Click “affiliate location extensions”
  5. Indicate the retail outlets selling your products
  6. Save your settings.

This new service will go a long way in improving manufacturer-retailer relations and can be thought of as a push campaign to drive footfall into the stores.

Google AdWords Affiliate Location Extensions

The categories

Affiliate location extensions are in 3 categories; ‘Relationship type’, ‘Country’ and ‘Chains’. Depending on your business location, the ‘Relationship type’ and ‘Country’ are pre-defined. For example, if you are a big brand in Sussex, it will be listed as ‘general retailers’ and ‘UK’ respectively. ‘Chains’ is the section you can select from.

“Location Extension”; Origins from 2009

It will be remembered that Google introduced the “location extensions” back in 2009 to help businesses advertise and drive more foot traffic to their locations straight from the search ads.

Affiliate location extension comes as a specialised spinoff for manufacturers and retailers who will benefit from the service.

It is said that 75% of consumers who perform a local search on their phones visit the store within 24 hours. Once again, Google emphasises the importance of grabbing customer attention at the moment when they are seeking a product.

The customer journey is about proactivity; being in the right place at the right time, and affiliate location extension addresses this need sufficiently.

Google Search Switching to Mobile First Index from Desktop Index: Desktop Index as Secondary

Google Mobile Index

The way Google ranks web pages is about to change. While we may not know when this change will begin, it’s important that website owners know exactly what to expect.

Previously, Google considered the quality of a web page by crawling across the desktop version of that page, and then using data from the desktop page to rank its mobile version. This was its first index and the ultimate means of checking for content quality.

Mobile Users Versus Desktop Users

But shouldn’t the mobile version of a website be considered first since there are far more mobile users than there are desktop users? Gary Illyes at Pubcon was in tandem with this thought, noting that 85% of search results are mobile-friendly already and more than half of the search queries are from mobile devices”, so he announced that Google was switching to a mobile first index.

It has been understood that even before this revelation, the search engine had been musing over the intention to separate its desktop index from mobile index early last year at SMX. The news may be celebratory to some and a scare to others, but SEOs and website owners need to start thinking about steps to maintaining  top ranking on Google search index or at least not fall of the ladder completely.

Steps to Maintaining Top Ranking

  • Build a responsive website. A responsive website makes all of the content on a website look good across devices, whether it’s on a desktop or mobile. Website owners usually reduce the content on their mobile site to allow for faster loading, thus having a desktop page that is separate from the mobile page. However, with the current news, this would no longer be necessary. Every page, then, must be responsive.
  • Do not compromise content on the desktop page: While website owners and SEOs may want to focus more attention on maintaining a top quality mobile page, they may want to digest Illyes’ announcement a bit more. The company does not intend to phase out its desktop index, but has decided to make it a secondary index.
  • Load structured data on mobile page: Website owners need to find a way to include structured data on their mobile page. The problem users of mobile version faced was the inability to view highly organised, rich data. For example, if a user wanted to view the legal records of a mortgage company they wish to do business with, the user would have to turn to the desktop version for this. This was clumsy, so making structured data visible on lite version becomes necessary. However, the downside to this may mean slower load time, and it could even get worse in countries where the Internet connection is poor.
  • Do not over use links on mobile pages: Google has yet to announce that it will index links on the mobile pages of websites, so suffusing a mobile page with links may not yield good ranking results.

Mobile Search Index

Although the company has not set a date when its mobile first index will begin, they have forewarned site owners and SEOs of the upcoming change. Meanwhile, the search engine is in the process of “launching an experiment where they take a big chunk of the index and they do something to that part,” blogged Lisa Barone.

Google Says Penguin 4.0 Rollout Now Complete

Google Penguin 4.0 Update

A tweet from Gary Illyes confirmed that Penguin 4.0 from Google is completely rolled out. The algorithm is the latest one in the pool of 200 unique signals the company uses to determine the quality of a page.

While each algorithm performs a specific task, Penguin mostly looks at the link source of a web page and determines whether the source is high in quality or not.

Recall that Penguin Update was first started on September 23, 2016, and we got Illyes explain how exactly the algorithm would work.

Gary Illyes on Penguin Update

  • Penguin gets real-time update. Most of the other algorithm worked in real-time; that means they were updated immediately they received information from a webmaster. Penguin didn’t work in this fashion – it was refreshed periodically. However, an update would see Penguin work in real-time, which means that webmasters, whose sites are affected by Penguin after the update, would see changes made to their ranking much faster when they relink their pages to quality material.
  • Penguin becomes more granular. Illyes also revealed that Penguin would become more granular, meaning that the algorithm would only devalue spammy pages and not the whole site.

Now with Penguin 4.0 finally on the table, webmasters, whose sites were penalised during the roll out of previous versions, should start seeing changes to their rankings, supposing they had taken steps to get their links cleaned up.

What Getting Cleaned up Means

Here are a few things website owners should do to clean up their spammy link sources or stay out of trouble from Penguin Update altogether.

  • Avoid linking to poor blog network.A link to a guest blog that contains poor quality content will be penalised by Penguin. A guest blog is content written for a blog site with the intention of getting backlinks to the writer. Writing a top quality post is ok, but when Penguin discovers that a guest blog is linked to a poor blog network, it devalues that link.
  • Do not manipulate directories. If a web user wanted to get authoritative information on a brand, he usually visited a directory.However, overtime, many listings within online directories became paid-for inclusions, with the sole purpose of driving traffic to their sites, which lacked relevance and value. Google frowns at this tactic, and wants SEOs to avoid it.
  • Avoid excessive link exchanges. It was a natural concept for websites to exchange links for the purpose of driving traffic back and forth, but once the links became obviously out of proportion, Google clamped down on it. One type of excessive link building involves stuffing a page with anchor text links. Bottom line is creating content that adds value, and your site would definitely be scaled high on Google SERP.
  • Control comment spam. Getting a lot of comments on a great article does not necessarily increase the article’s page’s ranking because some comments are spewed out with backlinks to irrelevant or downright unworthy content. Getting a spam checker to block unwanted comments will definitely prevent quality web pages from being attacked by Penguin.

Google Penguin 4.0 Update

There are other link building schemes website owners must avoid to escape Penguin Update penalties, but should your page be penalised, remember that Penguin 4.0 works in real-time. All it will take is a proper link source cleaning, and you should see your page up again.