Todd Hassenfelt’s Post

This Zero-Click analysis from Rand Fishkin on Google is super interesting & mandatory reading if you are looking at your marketing strategy. Check it out here: https://lnkd.in/gZFqMeu8 #marketing #google #strategy

Google Ads Was Based On Expanded Search Ads Before 2021 But What Made Google To Get Rid Of Them? 1. Because Expanded Search Were Rigid And Any Personalization Was Out Of Scope, The Control Over The Ad Copy Shown With Respect To The Triggered Keyword Was Negligible. 2. Google Machine Learning Algorithms Are Based On Ever Changing Matrices With Multiple Possibility Of Outcomes To Deliver Best Result, But With Expanded Search Ad It Was Not Possible At All. 3. Relevancy Was In Doubt Because Expanded Search Ads Were Prone To Show Ad Even When Unrelated Keywords Were Triggered. 4. Because Relevancy Was Not There. So, The Fetched Data Could Not Be Trusted.

HUGE Google Ads news! 🤓 Google is updating how search query matching works. Essentially, Google will automatically detect misspellings of search queries and correct them in platform. What this means for us: - 9% more reported search queries to play with - Negative keywords will now trigger for misspellings. Hallelujah for search query reports and adding negatives. - What will be interesting is how this plays out with precise negative exclusions and whether Google will be able to pick up on semantics. Official info here: https://lnkd.in/gmdPZ_z2 #ppc #googleads #sem

Search ads are often considered a necessary evil — the price we pay to use a search engine for free. But according to Associate Professor Navdeep Sahni, searchers might actually benefit from seeing these ads. With Charles Zhang, PhD ’22, Sahni collected data from real users and real ads in a field experiment on a widely used U.S. search engine. Three million unique users were split into two groups: one saw the usual number of “mainline” ads that appear among the top results and in the middle of the page; the other group saw fewer. If ads are a nuisance, one would expect that seeing fewer of them would lead to higher user satisfaction. But that’s not what Sahni observed. Instead, with fewer mainline ads, subjects used the search engine less. “People are going to use a product more when they like it and less when they don’t,” Sahni says. “We concluded that users liked the search engine less when the ads were removed than when the ads were present.” As the researchers find, search ads offer value to users that they miss out on when ads aren’t present. “We are not saying that all search ads are good,” Sahni notes. “Our point is that [they] can be positive for users. That goes against the widely held point of view that ads are a high price that users are forced to pay for access to search.” #marketing https://lnkd.in/g9Sjkp3A

New Post: Separate Ad Group In Google Ads Can Remove AI-Theming - https://lnkd.in/gx6rJKRY - Ginny Marvin, Google's Ads Liaison, said if you put similar keywords in separate ad groups that can essentially make both eligible to be considered for auction selection. It would essentially remove AI-theming (if that is a word) because they are in different ad groups. - #news #business #world -------------------------------------------------- Download: #Google #Font #Tester - https://lnkd.in/gKAZYbVN

One for the fellow Google Ads/Performance Marketers: We've noticed this 'Other search terms' total for some time as an agency, but it now makes up roughly 50% of our clients' budgets, and in the case below, even higher! It seems crazy that Google doesn't provide optimisable insights or data for these keywords/search terms. I'm interested in hearing others' thoughts, as my initial ones are quite cynical. #googleads #performancemarketing

Stop your campaign from wasting your clients' money after adding or switching to broad keywords. Google suggests that broad keywords will increase volume and target potentially relevant search queries for your business. While this is true, the algorithm can also target many irrelevant queries. For example, it might go after competitor names, DIY projects, information on materials you don't offer, reviews, sales, and locations you don't serve. To avoid this, make sure to add proper negative keywords before using broad keywords. This can save you a lot of money and improve your campaign's effectiveness #google #googleads

New Post: Google Confirmed Ads Below Featured Snippet As Part Of Dynamic Ad Placement - https://lnkd.in/g5vHehHx - It is not news that Google now mixes in ads within organic results, but I have to say it still feels super icky to me that Google does this. Ginny Marvin, the Google Ads Liaison, confirmed that search ads can appear directly below organic featured snippets, as part of Google's "ongoing evolution of dynamic ad placement on search." - #news #business #world -------------------------------------------------- Download: #Google #Font #Tester - https://lnkd.in/gKAZYbVN

🤐 Power Pair: A Conspiracy Theory. Is something devious going on with Google's favourite new toy? Recently, in the run up to, and at, Google Marketing Live, Google started really pushing their next initiative; “The Power Pair”. The Power Pair is the combined usage of Performance Max + Broad Match (with Smart Bidding). By using both of these tools in conjunction with one another, Google explains that your performance will be that much better than each of the component parts alone. But I’m not sure that that is true… Some useful background information on matching for Performance Max, from Google; “If the user’s query is identical to an eligible search keyword of any match type in your account, the search campaign will be prioritised over Performance Max.” But… “If the query isn't identical to an eligible search keyword, the campaign or ad with the highest Ad Rank, which considers creative relevance and performance, will be selected.” Onto the conspiracy… By moving to Broad match, by nature, you reduce the number of keywords in your account. You don’t need to have a lot of different variations of terms built out into search, because “broad match will pick them up”. (see where this is going…?) When you have less keywords in your account, there is less for Performance Max to “exactly match” with - so instead of prioritising your search campaign, it will go for the campaign/ad with the highest Ad Rank… Which is most likely to be... Performance Max... It has been no secret that Google have been trying to get users to spend more of their budget through Performance Max (whether for admirable or nefarious reasons), and this would certainly aid that cause - with less keywords, PMax would be eligible to show more often, so likely would - taking more of your budget. Rumours have also abounded for years that “the keyword is dead”, and this would certainly take us further along that path, but with users killing the keywords themselves, rather than Google forcing our hand. TLDR? The Power Pair is Google’s way of making you complicit in the death of the keyword. Dramatic? Maybe. True? Maybe not. But I’m struggling to see any other reasons behind the Power Pair push… What do you think of the Power Pair? Do you see the benefit, or are you a sceptic like me? #google #googleads #ppc #ppcchat #powerpair #performancemax #conspiracy

Google Search and Google Ads tests "Top Links" - is this just a title for sitelinks? https://lnkd.in/e5WY-JrG #google #googleuserinterface #sitelinks #googlesitelinks