How and Why to Use Social Signals on your Website
In today’s ever evolving world of search, social and content it is easy to over look the small things that end up adding up to a lot. This is especially true for your website. Your website is how you present yourself to the world and is often times the only interaction you will have with potential clients. A website is built to reflect all that you do and how you help your client base. From the logo to the footer every pixel expresses something.
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What Are Some Good Techniques To Follow For Website Content Planning [VIDEO]
Google’s Exceptions to Search Query Matching Rules Part 2
We have spent the last two weeks examining how specific ads are triggered when one search query prompts multiple keywords. We have discovered that narrow match types and ad rank often play a large role in deciding which ads are served, however you should know that there are exceptions to every rule. This week we will take a look at those exceptions so you can develop a better understanding of how Google shows ad preference, and why your ads might be appearing as a result of certain search queries.
Restricted campaign budgets play a part in why some ads may not be triggered, even if the keyword is a match. If a search query prompts an ad from a campaign that has already reached its daily budget allowance, then Google will notify the system to use the next possible match. Even if the campaign hasn’t yet exceeded it’s daily budget, the potential traffic from an ad can still deter this ad from being served. This is Google’s way of ensuring that clients stay within their set restricted budget. Google will present a recommended daily budget for you based on your click-through-rates and the maximum bids you want to place.
In some circumstances Google will serve a cheaper ad that has a higher ad rank and Quality Score, even if it matches the search query less than the other keyword. In rare situations, a less relevant ad will be presented as a result of a higher ad rank (but because relevance is a key factor in how an ad or campaign generally performs, this is an unlikely event.) You can run a search query performance report under the “Keywords” tab in AdWords to find examples of when this may be occurring within your campaigns. Depending on what you discover, you may choose to apply negative keywords to the appropriate ad groups, or eliminate the keyword from your campaign entirely. Keeping a close eye on straggling ads will help you manage your accounts, and prevent money from being spent on less profitable ad placements.
Finally, an ad group that contains a YouTube promoted video will take preference over a text ad when search queries are entered on YouTube’s website. For example, imagine that the keyword from the first ad group is “running shoes”, and is used in correlation with a text ad. A second keyword is “athletic shoe”, and is used with a YouTube promoted video. Even though the second keyword matches the query less closely, it will be served because of its relation to the YouTube promoted video, and because the query was entered on YouTube’s page.
It’s important to understand the exceptions to these rules and how Google chooses which ads to present upon the entry of search queries. By keeping a close eye on your campaigns, you will be able to eliminate or revise keywords that trigger irrelevant ads so that you are getting the most out of your PPC dollars. Setting appropriate budgets and using ads to promote YouTube videos are other good way to ensure that you are getting as many clicks as possible. When in doubt, visit your “Keywords” tab in AdWords to run search query performance reports and make the appropriate changes to your campaign’s ad serving.
Types of Content: How It Can Impact Your SEO
We all would like to be the best in our industry. We want to produce the most engaging and shared content, rank well in search and generate more leads with less effort. Unfortunately, we can’t all be the best, but by varying your content style or taking a new route to place your content, you may help in your quest to bring your organization’s information to new (search ranking) heights.
Before you can really jump into creation of content, you need to first evaluate what its purpose is. Search Engine Optimization (SEO) can only bring you so far if your content is not deemed helpful or engaging by your audience.
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Google’s Exceptions to Search Query Matching Rules
, we discussed how Google’s system chooses which ads to serve when a search query matches multiple keywords within a single ad group. To piggy back on that discussion, this week we will discuss more of their exceptions to the rules.
In some instances a user may enter a search query that matches multiple keywords; however those multiple keywords exist within different ad groups. In situations such as these, the Google system is forced to make a bigger decision. Ad groups contain a myriad of information, and these differ one by one. For example the things like the physical ads, landing pages and custom settings will vary by ad group depending upon the ways they were set up. Naturally these differences affect the quality scores, and the ads’ ultimate rankings.
When a search query triggers multiple keywords across a number of ad groups, Google uses the following guidelines to decide which ad group and correlating ad is displayed. (The guidelines are fairly similar to the ones in place for when multiple keywords are triggered within the same ad group):
- Regardless of the ad group, Google chooses to use the keyword that matches the search query exactly, over one that does not. Google will opt to use the keyword that is identical to the search query, rather than one that isn’t, ad group aside. An example of this would be if someone searched for “Running Shoes” and this was identical to the broad-match keyword rather than if there was a phrase-match in place for “Shoes”. Google assumes that the identical match will prove more fruitful overall.
- When keywords within different ad groups have the same keywords, but different match types, Google opts to use the keyword with the strictest match type. Because match types specify a specific setting, Google will want to select the keyword that has the most restrictive match type attached, regardless of which ad group it is applied within. For example, if “Nike Athletic Shoes” is set under a broad-match setting while the word “Athletic Shoes” is set to phrase match, Google will go with the keyword that has the phrase match setting
- If a search query triggers multiple keywords across a slew of campaigns, it will choose the keyword from the campaign that is geographically targeted. Here is one that differs from multiple keywords within a single ad group. If a user enters the search query “Running Shoes” within Chicago, IL, rather than pull up a store somewhere in Nebraska, Google will opt to select the campaign that has location targeted settings to ensure that a relevant ad for a nearby Chicago store is displayed. This helps limit the possibility that useless ads are served to people who are less likely to make a purchase because of their geographic location. Ads can be targeted by entire country, by region within a country or radius around a location. This means, the more specific, then the more likely it is to be served in this situation.
- Google will choose the keyword that has the highest ad rank, regardless of the ad group with which it is associated. Similarly again to what we discussed last week, Google will choose the ad with the highest combined QS and Max bid (ad rank) when choosing the same keyword across a number of ad groups. Every once in a while, a less relevant ad may possess a higher ad rank, and thus be selected by Google. Though rare, if you experience this, try adding a negative keyword to ensure that your ads are being presented to the potential customer who is most likely to follow through with a purchase.