Gmail Ads are one of the more intriguing opportunities Google has given advertisers to reach people where they spend a lot of their time online – in their inboxes. I’ve been obsessed with mastering them lately and today I’m going to reveal what I’ve learned. Please note, this article was originally published earlier this month on the WordStream blog. What Are Gmail Ads? Gmail ads target users based on the account activity of their personal Gmail accounts and appear within the Promotions tab. Formerly known as Gmail Sponsored Promotions, they’ve been around since 2013 and finally became available to all advertisers (for the second time, no less) in 2015. After collecting massive amounts of data for more than a year from spending a few million dollars on this ad format, this post summarizes my top seven most exciting findings on Gmail ads and my best recommendations for making the most of this AdWords format. Gmail Ads tip #7: Raise CTR & QUALITY … [Read more...] about Seven excellent tips for making the most of Gmail Ads
Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! This post is sponsored by SEJ Summit “A Day of Keynotes”—a unique conference experience tailored for SEOs, by SEOs. Events will take place in Santa Monica, Chicago, and New York City throughout 2016. Use discount code SEJNERD to save $50 on your ticket. In this week’s episode of Marketing Nerds, Kelsey Jones and Danielle Antosz talk about their experiences in taking the leap to full-time freelancing. They also shared the bookkeeping and invoicing tools that work for them, and discuss when it is time to quit your full-time job. Editor’s Note: To learn more about how to get started in freelancing, listen to this Marketing Nerds episode with Kelsey Jones and Danielle Antosz. Your browser does not support the audio element. When to Make the Leap to Full-Time Freelancing There’s almost never a perfect time. You’re … [Read more...] about How to Make the Leap to Full-Time Freelancing
These “content thieves” are able to do damage to the original site’s rankings, causing a loss of search visibility, potential sales, and leads. The examples here call into question the effectiveness of Google’s handling of content scrapers. At the moment, Google seems to be unable to recognize the original source of content consistently. This is a real problem for content creators. In advance of Pi Datametrics’ talk at last week’s Brighton SEO conference, we devised a test to see how easy it was to disrupt another site’s rankings by copying their content. In this post, I’ll look at the results of these tests and discuss what publishers can do to combat the problem. Note: these examples are from Google.co.uk. Can Copycat Sites Outrank the Originals? The original idea for the test came when Pi Datametrics noticed the volatility of a client’s search rankings. After some investigation, they found the cause was content thievery. Example … [Read more...] about Is Your Content Working Better for Someone Else?
As we reported in our SEM news round-up on Friday, Google’s Webmaster Trends Analyst John Mueller confirmed that the latest wave of changes to Google’s mobile-friendly ranking signal has now finished rolling out. Ever since the initial ‘Mobilegeddon’ update which debuted on 21st April 2015, mobile-friendliness has been a significant ranking factor in Google search results. In its blog post foreshadowing the algorithm changes two months before, Google said it wanted users to “find it easier to get relevant, high quality search results that are optimised for their [mobile] devices”. Google has affirmed and re-affirmed its commitment to mobile-friendliness over the years, implementing a ‘mobile friendly’ label to distinguish websites that are adapted for mobile, making changes to the mobile search results page including user-friendly URLs and expanded sitelinks, and launching Accelerated Mobile Pages to provide an ultra-fast mobile … [Read more...] about How do I make sure my site is mobile friendly? A checklist
It’s hard to meet anyone in the digital industry who hasn’t heard about RankBrain. And it comes as no surprise that this system along with its impact on search results raises endless questions and disputes. We’ve made an attempt to understand the way RankBrain operates and if there’s anything we can possibly do to optimize for it. Let’s start from the very beginning. What is RankBrain? RankBrain is a machine-learning system developed by Google to help improve search results and to interpret brand new queries that haven’t been previously searched for. Some experts consider it to be part of the Hummingbird search algorithm, which was launched to help Google better understand the meaning of the entire query behind exact keywords. The first official statement about RankBrain was made by Google senior research scientist Greg Corrado on October 26, 2015. Here’s how Greg explained the operating principle of the algorithm: “If you’re … [Read more...] about How does RankBrain work and what does it mean for search marketers?
All small businesses need to know how to create a consistent online presence. 54% of small businesses currently have a website, but this isn’t nearly enough if you want to create an effective web presence in order to approach potential customers. Often small business owners can feel overwhelmed when trying to explore the most suitable online opportunities. So to help out, here are some of the most common mistakes they can avoid in 2017. 1) Ignoring local SEO 97% of Internet users search for local businesses online, which means that a business cannot afford to ignore local SEO and its potential benefits. Local SEO helps you attract customers who perform searches for a particular location, such as “sushi in NYC”. By optimising your site for local queries, you are helping customers discover your business and your services. Therefore reaching a new audience that’s interested in the most appropriate search results for the particular area. The best ways to boost your … [Read more...] about Five common mistakes small businesses make with their online presence
Today, “in the spirit of sitemaps.org“, Google, Microsoft, and Yahoo have announced the joint alliance of schema.org. This alliance provides a common foundation of support for a set of microdata types — some that previously existed and some that have been created as part of this initiative. Microdata is a type of structured mark up that can be used to provide semantic meaning to content on web pages. The microdata types currently supported are documented at schema.og. You can also take a look at the announcements from each search engine on their blogs: It appears as though the three search engines will be using this meta data solely to enhance the search results display for now, much like is already done with Google’s rich snippets and was done with Yahoo’s SearchMonkey. This makes sense for Yahoo, as they control only the user experience of their search results now that the indexing and ranking of their search results now come from Bing. But Google and … [Read more...] about Google, Bing & Yahoo Unite To Make Search Listings Richer Through Structured Data
Now that 2015 is in full swing, many business owners are trying to dive into the trenches and do whatever they can to boost their local visibility. So far, the leading question of the year has centered on site content. Since the Pigeon Update‘s shift toward more “traditional web ranking factors” in determining local search rankings, website content has become more important than ever for local businesses trying to gain visibility in search. In fact, according to Moz’s 2014 Local Search Ranking Factors, it’s currently the most important piece of the Local SEO puzzle. Business owners know that content is important, but they keep asking for specifics. So, I figured this month would be a perfect opportunity to share the same strategy we share with our own clients. You Can’t Just Post For Posting’s Sake You’ve got a blog, you know you need to post content, you know you need to be unique, and you know you have to be relevant in your local area. … [Read more...] about Make Your Blog A Local Destination & Win At Local Search
In my column this week, I’ll try to answer that question using some data-driven analysis — but first, I thought it would be fun to take a quick trip down memory lane…. The Biggest AdWords Apocalypse That Never Happened? Ever since Google announced Enhanced Campaigns back in February, search marketers have been moaning and groaning about the loss of control. Search marketing pundits were tripping over themselves making doomsday predictions about how Enhanced Campaigns were nothing more than a big conspiracy theory to drive up average cost per click (CPC). The initial reaction to Enhanced Campaigns was pretty bad. Big search marketing companies were quick to make disastrous predictions. Like this one from Adobe that predicted CPCs would rise by 6%. Not to be outdone by Adobe, other vendors chimed in with their own studies, each predicting a more apocalyptic outcome than the last. Here’s one from The Search Agency claiming that Google CPCs rose a massive 21.2% … [Read more...] about New Data Suggest AdWords Enhanced Campaigns Actually Work
Last Tuesday was a big day for AdWords. During our annual Google Performance Summit Keynote, we introduced a wide range of exciting new stuff. What got me most excited was expanded text ads. I think it’s one of the most significant updates to AdWords since the invention of Quality Score. To recap, we’re currently testing ads that have two 30-character headlines and one 80-character description line. These test ads also contain two customizable 15-character path fields that will be appended to your Display URLs automatically. Compared to your existing ads, it’s 45 extra characters in text, plus an additional URL path field. To someone unfamiliar with PPC, 35 characters in a headline and 10 characters of description text are basically nothing. To us in the industry, though, those 45 characters are everything. They’re freeing. They’re Andy Dufresne in the rain at the end of The Shawshank Redemption. More characters = better messaging; more chances to … [Read more...] about 7 ways to make the most of it