New data published by SparkToro’s, Rand Fishkin reveals that the troubling trend of “zero-click” searches on Google is growing. Next steps for search marketers Zero-click searches result in users remaining on a Google-owned property such as Google.com, Google Images, Google Maps, and YouTube rather than moving on to a third-party website from an organic search result. Mr. Fishkin first wrote about this phenomenon last October, highlighting how millions of queries are answered directly on the search results pages using content that Google scrapes from other people’s websites. Zero-click searches outpace organic-click searches for the first time ever The zero-click data, reported by data intelligence platform Jumpshot, reveals that zero-click searches comprised just under 55% of all searches on Google in June 2019. This is the first time zero-click searches have exceeded organic clicks since Google’s launch 20 years ago. Whitepaper All About Click … [Read more...] about Over half of searches on Google yield zero clicks
Landmine goes click who killed alicia
Click-through rates for websites depend a great deal on their position in organic search results. But to what extent are local businesses further compromised as Google pushes all organic results further and further off the bottom of the mobile screen as it prioritizes paid ads, Google My Business listings, Knowledge Graph and/or Accelerated Mobile Pages? And when directories, aggregators, articles, reviews and chains dominate the top organic slots, what hope is there that the mobile user will scroll two, three, four or more screens to find the website of the local restaurant or hotel they seek? This is the first of two columns on the state of mobile search. This column is focused on what’s happening to mobile organic search – i.e. where websites come in the search engine result page (SERPS). The follow-up column will consider the Google-owned properties – particularly Google My Business and Knowledge Graph – that are displacing organic results, including the … [Read more...] about Is Google killing mobile organic search?
One of the biggest frustrations for an AdWords advertiser is when a minimum bid for highly relevant keywords jumps from a few cents to a few dollars without any seemingly reasonable explanation. The keyword, ad copy, and landing page can all be highly relevant. The CTR could be above 5%. The keyword converts well. Users are obviously happy to be clicking on your ads. However, when Google updates the quality score, there are days when logic and minimum bids seem to disagree. Besides screaming at Google and calling the AdWords system illogical, what should you do next?Below is a step by step diagnosis procedure for trying to find the hole in your quality score chain. Step 1: Look at keyword analysisThe first step is to examine the keyword analysis details page to see what Google suggests. Unfortunately, there are times when AdWords will show ‘This keyword isn’t highly relevant’ when you completely disagree. That’s OK, we’ll handle optimization in a few … [Read more...] about What Should You Do When Quality Score Kills Your Keywords?
I only recently learned of a Wikipedia page dedicated to inventors who were killed by their own inventions. That page is amazing, and if you end up leaving this article and just reading that list for the next half hour, I totally understand. But it got me thinking: what are some ways in which paid search managers end up killing their own campaigns as a result of their own optimization attempts? Bid increases in budget-restricted campaigns Optimally, paid search campaigns are allowed to spend as much as efficiently possible, with efficiency judged by the return on ad spend (ROAS) generated and how that aligns with profitability. However, many advertisers are constrained by necessary budget restrictions, and use campaign budget settings in AdWords, Bing Ads and Yahoo Gemini to prevent spend from going above their spend limits. The downside of this management style is that any keyword bid increases actually reduce the total amount of traffic a campaign can garner if it is already being … [Read more...] about Three well-meaning paid search optimizations that might kill performance
Imagine justifying your PPC budget, if you could no longer track which keywords sent each visitor. Regardless of how successful your program is today, you probably would not think twice about killing or dramatically shrinking it tomorrow. And for pretty good reason, right? That referral data is connective tissue that enables you to attribute success and allocate resource against ROI metrics. Well, in the nascent mobile ecosystem, increasing amounts of this referrer information are becoming invisible to your mobile clickstream and ROI analysis. Maybe you have noticed? If not, you probably will soon, as apps from Facebook, Google Maps, Google Search, Twitter, Yelp, Groupon, Foursquare, QR scanners, and many more, continue to explode in popularity and usage. The issue at hand is pretty simple. Smartphone apps are innately unable to pass “referring page” information to your site analytics, for the same reason Word docs or PDFs are not recorded as website referrers: … [Read more...] about RIP Referrer Data! How Mobile Apps Can Kill Your Mobile Metrics