Monthly Archives: August 2017

AdWords Announces Upcoming Changes to Enhanced CPC Bidding

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In the middle of May, Google announced that AdWords will start rolling out changes to enhanced CPC bidding (eCPC) beginning in early June. Advertisers logging into the AdWords interface would likely have seen the notification indicating these changes.

Background of eCPC bidding

AdWords presents advertisers with various bidding strategies to use to achieve their aims. While advertisers can decide to bid for a target CPA, bid for a target location on the SERP, pay for display ads, or pay for video views, majority of advertisers choose to depend on cost-per-click CPC bidding.

Advertisers’ accounts easily grow in complexity and size, and with this growth, it becomes difficult to manage a rapidly growing load of audiences, demographics, keywords, and bid adjustments in campaigns. It is for this reason that Google introduced eCPC in 2010, rolling out a major change in the way cost-per-click (CPC) bidding works. By introducing eCPC bidding, they were able to take some load off the shoulders of advertisers.

The change allowed Google to dynamically adjust advertisers’ bids within a range of 30% if the AdWords algorithm believed a click was likely to lead to a conversion. Since it was introduced, eCPC bidding was used for new campaigns as the default bidding strategy, which in turn gave Google more control over bids.

What do the new changes mean?

Adwords eCPC Update

This is the official word from Google on the eCPC update.

Before the new changes, the eCPC automatic bidding strategy would increase an advertiser’s keywords bids by up to 30% if the AdWords algorithm noticed a click which may be more likely to convert. When automatically adjusting bids, the algorithm would take into account the time of day, users’ location, device, and browser, and before those, any manual bid adjustment.

With the new adjustments to eCPC, Google will be removing the 30% cap, aiming to help advertisers to gain more conversions. The new changes will not adjust bids based on device, and advertisers who have no conversion stats and those with strict CPC KPIs need to watch out.

While it is possible that advertisers will pay more than their maximum CPC for one click in eCPC bidding, Google says it will try to keep average CPC under maximum CPC bids. With the 30% cap removed, Google may become forceful in making automatic bid adjustments.

Also, Google may adjust advertisers’ bids for different demographics, similar audiences, and remarketing audiences. Regarding bids for different locations, if Google’s AdWords algorithms find local markets with higher conversion rates, your bids for that location will automatically be adjusted.

For advertisers using eCPC with excellent results, it is recommended to test for some time and see how the new changes affect conversion rate, average CPC, and impression share.

A Comprehensive Checklist for Your SEO Audit

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An SEO audit is important for any website seeking to increase traffic. Thorough website audits are helpful for planning future strategies relating to keywords and creating more effective content. If you are planning an SEO audit for your website, you need to follow our comprehensive checklist to ensure nothing is left out during the process.

What Should an SEO Audit Cover?

Attention should be given to five main areas in order to complete a successful SEO audit.

Technical Analysis

For your website to be listed, it needs to be able to be identified and indexed by search engines. When checking SEO, focus on the following:

  • Analysis of how duplicate content is being identified.
  • Sitemap validation using XML sitemaps which make available information for search engines such as last updates, page hierarchy and public pages to be crawled.
  • Assessment of site speed and studying the load time, which is critical.
  • Analysis of backlinks i.e. the links leading into your site. Links coming in from poor quality sites or unrelated sites where your niche is concerned can harm your SEO.

Review Page Design

This includes evaluating ease of use, CTAs, overall design, and inter-page connection for a seamless flow on the website. This component is important in an SEO audit because it makes search engines able to make sense of your content. It also increases your chances of getting found by visitors.

Usability Audit

This involves measuring how easy your users find it to make use of your site, and to navigate to the information they seek. Incorporate the following into your usability checks on your website:

Relevant internal linking –internal links on from one page to another on your site is a great idea for reducing bounce rate and maintain the interest of visitors. During an SEO audit, make sure your pages are not overly saturated with links, and that the links present are not optimized over the top, which is unadvisable in SEO practice.

Easy navigation – the goal is for visitors to be able to find what they are looking for. There is no right or wrong way to present a site structure as long as the important features and information are easy to locate.

Semantic mark-up – with semantic mark-up, search engines are better able to index your site more accurately, creating rich snippets which users make use of to locate information that interests them.

Analyse Site Content

SEO requires organised and well-written content. Industry or brand-specific content that is focused on providing value to site users attracts more users and higher rankings. During SEO audit, assessment of content should be based on consistency and value.

On-Page Audit

On-page SEO factors to consider include title tags, Meta descriptions, and headers and sub-headers. Ignoring these could make you miss out on the opportunities a comprehensive SEO audit offers.