Google Ads Is Phasing Out Broad Match Modifier

Google Ads Is Phasing Out Broad Match Modifier

On February 4th, 2021 Google publicly announced that they will soon be phasing out the broad match modifier option. This option enabled advertisers to target keywords with specific keywords that must be included in the user’s search query.  The broad match modifier option was a great way to target either smaller search volume keywords and also Google Grants users, as it was a nice trade-off between broad match and phrase match. It helped eliminate irrelevant search queries yet remain broad enough in user intent.

While advertisers will not have to take any specific action, it’s best to stop using the broad match modifier option and use either phrase match or exact match options. Existing broad match modifier keywords will continue to serve but will be matched based on this new change.

Google is positioning this change as a way to reach the searches an advertiser wants by using phrase match. From my perspective, Google continues to take away control from advertisers and Google Ads management agencies and broadening user search intent. They also continue to push towards machine learning and smart bidding. This is good for Google, as they can reduce customer support and hurt Google Partners that manage client accounts.

This may also increase irrelevant search queries and drive up profits for Google. It seems that Google has been moving away from keywords and more towards automated bidding.

One of the things Google Ads managers will want to do is continue to review the keyword search report and add additional negative keywords to prevent irrelevant searches.

Below are examples Google shared regarding how the phasing out of phasing out broad match modifiers:

Broad match modifier keyword

Queries that will no longer match after the update

+resume +services

what are some customer service skills to put on a resume

+best +sneakers

best prices on sneakers for toddler

+used +printers

companies that used daisy wheel printers

 

Phrase match keyword

Queries that will match after the update

“holidays in zambia”

holiday spots in zambia

“long sleeve dress”

long sleeve lace dress

“womens boots”

new womens size 37 boot 

Google went on to say Starting mid-February, both phrase match and broad match modifier keywords will begin to transition to this new matching behavior.3 Because this behavior will be applied to both match types, you won’t have to take any immediate action—you’ll keep your performance data and have no need to migrate your keywords.  

In July, once the new behavior has been rolled out globally, you’ll no longer be able to create new broad match modifier keywords. However, existing broad match modifier keywords will continue to serve under the new behavior. That’s why starting now, we recommend creating new keywords in phrase match going forward. “

You can read more about the phasing out of the broad match modifier keyword option here: https://support.google.com/google-ads/answer/10346549?hl=en 

 

Google 2020 Core Update

Google 2020 Core Update

Google recently announced that they are releasing a core algorithm update to their search indexing system.  This is the third confirmed core update for 2020.

Google went on to say “ several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as “core updates.” They’re designed to ensure that overall, we’re delivering on our mission to present relevant and authoritative content to searchers.”

The focus seems to be on high-quality, original content and rewarding more deserving pages that have the highest quality, original content, as opposed to what used to seem to work with SEO, which was links (backlinks) from other sites.  Regarding this Google 2020 core update, the short answer seems to be simple, focus on ensuring your site is offering the best quality content you can. That’s what Google’s SEO algorithms seek to reward and should help with Google algorithms.

Here are some helpful hints when evaluating the content of your website and how to best comply with the most recent core update:

Content tips

  1. Make sure your content and information on your site are original and not stolen from other sites.
  2. Make sure your content is comprehensive in describing the topic and the keywords you are trying to optimize / rank for. The days of throwing up an informational website that talks about how great your business is are over. Google wants quality content that provides useful, detailed information, research, and analysis.
  3. It’s helpful to share content that shares insight and interesting information.
  4. Make sure your headline, title tags are correctly optimized. Avoid exaggeration or shocking headlines.
  5. Write content that users would find helpful and would consider bookmarking or sharing with others.
  6. Credibility is important, as are confidence factors. The author should share credible information.
  7. Expertise, Authoritativeness, and trustworthiness are important guidelines to follow when developing quality content for your site.  You can learn more about the acronym E-A-T here
  8. You can use various tools to help in developing good, original content that is optimized for SEO, such as SEMRUSH’s content marketing tool. This can help you develop quality, SEO optimized content that drives marketing results.

Regarding the most recent Google core update, a common question is how long will it take for a site to recover, if it improves their content? There is not a bottom-line answer to this. Broad core updates tend to happen every few months, so it may take a while. That being said, Google is regularly making improvements and adjustments to their search engine algorithms.

Here’s your bottom line, key takeaway regarding how to improve your site’s organic rankings. High quality, original content on your site is a critical component. This includes information that would be useful to users, is in-depth in nature, and is written in an authoritative manner.  So keep working on your website, keep adding good content to your site, keep blogging. Your website, landing pages, and blogs are always a work in progress. The days of the set and forget are over. Google will continue to make adjustments to their algorithms and roll out more core updates.  

You can also find additional resources and helpful information about writing good content in Google Webmasters.

You’ll also find plenty of advice about good content with the resources we offer from Google Webmasters, including tools, help pages, courses, and more. 

Another helpful tool is Google Search Central, which is a free tool from Google. This can help you better understand how your site is performing on Google search, and what you can do to improve your site’s organic rankings and drive more qualified traffic to your site.

You may find Google’s search engine optimization (SEO) starter guide helpful in your quest to improve your web sites organic rankings and to better comply with the most recent core update.

 

 

 

 

 

Google Search Central Re-Brands From Google Webmasters

Google Search Console

Google Webmasters Re-Brands

Google recently announced that they are re-branding from “Google Webmasters Central” to “Google Search Central”.  The overall goal appears to be the same, which is to help users improve their website’s visibility (organic results) on Google Search and to show up on Google search as well as how to increase search traffic. 

Google offers several paths to choose from with the site, from a simpler “Quick Start” for users that have limited time and just want the bottom line, basics of SEO to beginner SEO, advanced SEO, and more. You will also find more detailed information on how Google Search Works, as well as a helpful SEO starter guide.  

You will also find a helpful guide on “How search works” which explains the basics of crawling, indexing, and search results. Additionally, there is a helpful section in Google Search Central on how to optimize your site for search engines, including the basics of being descriptive, be topical, keeping your site up to date, and more.

Google also offers an informative guide to Search Console, which Google says “is a free tool from Google that can help anyone with a website to understand how they are performing on Google Search, and what they can do to improve their appearance on a search to bring more relevant traffic to their websites. The tool can help users monitor and optimize search engine performance for your website. 

These tools, guides, and tutorials can help you learn the basics of SEO and the quick start guide only takes @ 20 minutes to read. So if you have the time and the interest in optimizing your website for organic search, this is a good place to start. There are a number of excellent SEO training courses across the web, including a good course through Udemy “The Ultimate SEO Training 2020 + SEO for WordPress Websites.” 

There’s also a Google Search Console help center where you can find answers to your questions and support. There is also a community forum where you can ask others your questions and get additional support. You will find additional information regarding Google ranking factors, crawling and ranking factors, security and malware issues, structured data, and more. 

The good news here is that website owners and business owners can learn more about optimizing their website for organic search, increasing organic rankings, and traffic to your site. Whether you decide to optimize your website yourself or hire an SEO agency, this site will help you better understand search engine optimization and make sure you don’t get taken advantage of. 

There are a lot of SEO agencies out there, some good, and some not so good. You’ll want to make sure that you don’t fall for an SEO scheme that does not follow basic SEO rules and guidelines, avoiding low-quality content, low-quality links, links networks, and scams. If you understand some of the foundational basics of SEO, that will help protect you from falling for a scam that can hurt your website’s organic rankings and overall health. Even more, the reason to invest some time with Google Search Central. Knowledge is power, especially with regards to SEO, and Google Search Central can help users and business owners increase their knowledge and take more control over your SEO efforts. 

You can also follow the latest Google Search Central blog to keep up to date on all the latest news and developments.
By increasing your web sites organic rankings, you can potentially decrease or eliminate your Google Ads advertising budget and reduce your needs for pay-per-click management.

Google Ads Is Phasing Out Broad Match Modifier

Google Ads Is Phasing Out Broad Match Modifier

On February 4th, 2021 Google publicly announced that they will soon be phasing out the broad match modifier option. This option enabled advertisers to target keywords with specific keywords that must be included in the user's search query.  The broad match modifier...

Google 2020 Core Update

Google 2020 Core Update

Google recently announced that they are releasing a core algorithm update to their search indexing system.  This is the third confirmed core update for 2020. Google went on to say “ several times a year, we make significant, broad changes to our search algorithms and...

Changes to Google My Business Insights Data

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Google Local ServicesGoogle’s local search ads continue to evolve, with more emphasis on “badges” designed to “earn customers trust”. These badges are designed to give users “more confidence to book your services” states Google. The two badges are “Google Guaranteed”...

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Petition Over Google Ads Hiding Search Term Data Google recently notified advertisers on the Google Ads dashboard that it has updated the search terms report to only include search terms that were searched by a significant number of users. This basically means that...

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Google Ads Policy Updates

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Google Updates Ad Policies  Google recently made several updates to their ad policies. Google continues to restrict certain businesses from advertising on Google Ads and also continues to be more stringent with certain types of businesses and headings.  It’s important...

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5 Reasons Your Business Needs PPC Management Services

5 Reasons Your Business Needs PPC Management Services

Need to maximize your online success using PPC management services? Your PPC campaign might not be as effective without the right marketing strategies.

To ensure the accuracy of your campaigns, it is necessary to reach out to PPC professionals. 

Read along to discover five reasons why you need help from a marketing agency.

1. Better Audience Targeting 

Are you displaying your ads to the right audience? You might face obstacles and challenges that prevent you from targeting the audience you want for your business.

For this reason, a PPC management service comes in handy.

Professional pay-per-click experts aim to drive targeted traffic to your website, increasing your chances to convert your visitors into potential customers. They have a strong understanding of figuring out your business demographics and helping you to target the right people.

PPC professionals utilize powerful marketing tactics that are properly planned and executed. The process they use makes it simple for your website visitors to engage with your content and to make a purchase.

They use innovative advertising techniques to target a wider audience and to get them to learn about your products and services. Their advanced campaigns may help you to get better results in a short amount of time.

Without PPC management, you could be missing out on a huge amount of targeted customers.

2. Skills and Expertise

If you don’t have the right skills, it is difficult for you to master your PPC campaigns. If you’re new to PPC, you should consider hiring professionals with skills and expertise to make your campaigns successful.

These professionals have years of experience working on many campaigns for clients and using the best marketing tactics.

Hiring these experts can prevent you from having to figure out how to launch your campaigns and to use the right techniques to drive great results. You have access to a PPC company that specializes in delivering comprehensive strategies to improve the ranking of your keywords.

These experts know how to address every aspect of your campaign according to the nature of your business. 

3. It’s Cost-Effective

You don’t have to worry about going over your budget when you use a PPC management service. They can adjust your budget according to the performance of your ad campaigns.

You could be getting hundreds of ad clicks but no sales. You might not know how well your Google ads are performing or how to make adjustments to make conversions.

If you don’t know what you’re doing, you could end up going over your budget when you’re running ad campaigns. 

This is a good reason for you to hire a PPC management service. You don’t have to guess and wonder which ads to delete or which ads to keep for your campaigns.

Depending on your budget, these PPC professionals can tailor your ad campaigns. They know how to create the perfect ad copy and finding high-performing keywords with the right competition that help to increase your conversion rates.

They have the competence to manage your campaigns and to help you make the most out of your budget. So, there’s no need for you to take the risk of doing the work yourself and losing substantial money through trial and error.

Your best bet is to rely on the experts. Using a PPC service is a smart investment that prevents you from taking risks and wasting time and money.

PPC management is an option that may help you to boost your online business.

4. They Use Marketing Tools

Your pay-per-click campaigns will be unsuccessful without the use of marketing tools. These are an integral part of your PPC campaigns.

It is better to hire experts if you don’t know about using these tools to launch accurate ad campaigns. PPC experts have the skills to research target keywords, negative keywords, and how to use keywords to write amazing ads for your business.

PPC experts have access to the latest and most innovative marketing tools that help to make your campaigns more effective. They utilize these tools to learn about your customers and to launch successful campaigns on your behalf. 

The use of these marketing tools makes it easier for them to facilitate the launch of your campaigns. 

5. They Track Sales

Do you know where your campaign sales are coming from? Keeping track of your sales is another important part of your ad campaigns.

PPC conversion tracking matters because you should know which ads are converting. You can use this information to increase the profitability of your business.

You should also know which landing pages are getting the most clicks, views, and conversions. By installing a tracking code to your website, a PPC management service can track and analyze your conversions.

They’ll also make a note of which ad groups, keywords, ads, and landing pages are performing the best for your campaigns. With the installation of tracking software, they can track different ads to create better campaigns.

Achieve Business Goals With PPC Management Services

PPC management services are crucial for your business. You could be making costly mistakes if a professional is not helping you.

You can rely on a credible pay-per-click service to do all the leg work for you. This gives you the confidence that your campaigns are less likely to fail.

PPC experts can provide you with a unique service that aligns with your specific business needs and for you to obtain your revenue goals.

Ready to speak with an expert? If you want to get better PPC results for your campaigns, you can schedule a free consultation.

5 Innovative Approaches to Boost Your PPC Campaign

5 Innovative Approaches to Boost Your PPC Campaign

Businesses in this day in age are looking for any way to get ahead of their competitors via target marketing.

However, there are many different ways to go about that, but none as constructing as pay per click advertising. PPC will enable you to use tactical approaches to get in front of your customers and only pay for those that click on the ad (hence the name).

Needless to say, you’ll want to make sure you have the right mindset when using said campaigns.

Here are the best pay per click advertising strategies for you to use in your business’s ongoing digital marketing plan.

1. Focus on Keywords

It shouldn’t come as any surprise that keywords play such a vital role in your pay per click endeavors. They’re already prevalent in digital marketing strategies such as search engine optimization and social media marketing.

If you’re going to be zeroing-in on your target audience, you need to be using the keywords that they’re searching for.

You can find those keywords by performing keyword research, asking your current clientele, or doing a bit of online searching yourself.

Your best option, however, will be to team up with a professional PPC management expert. They’ll have the experience and know-how that you’ll need to find relevant keywords and hunker down on using them in every pay per click ad that you push out.

2. Be Diligent, Not Eager

Various search engines (Google included) will tell you that, by using their site, you can have an advertisement up and running within a few minutes.

That’s true… but there’s no way that advertisement you set up within a “few minutes” will yield you any return. It takes much more planning and approach than that.

For that reason, you’ll want to have a thought-out plan on how you’re going to attack your pay per click campaigns before you send them out to the world.

That’s yet another reason why using a pay per click agency is such a benefit to your new initiatives. They’ll help you create an organized strategy, then oversee your campaigns’ success after you’ve pushed them into the marketplace.

3. Prioritize Call to Actions Over Everything Else

You could have the most eye-popping, heart-warming, soul-searching advertisement in your industry, but if it doesn’t include a call to action then you’ll miss out on a lot of website visitors.

Try to have your call to actions list out draw people into them. Just a few more additional words can make the world of difference.

For example, rather than saying “start your consultation” on your click button, have it say “start your free consultation”.

The word “free” implies that they have nothing to lose, yet everything to gain from clicking on your ad. It won’t cost them anything to click your ad and fill out the consultation form that you have on your website.

4. Set a Budget

As with any other aspect of your business, the pay per click strategy you’re putting into place should start with you setting a budget.

If this is your first time investing in a pay per click area of your marketing strategy, then don’t hesitate to go big or go home.

As long as you’re setting yourself up for successful campaigns, you’ll undoubtedly see a significant return.

However, make sure that you aren’t skimping out on this area of your marketing plan either. It can be a game-changer for your business, but you have to be willing to invest in order to make that happen.

Many companies make the mistake of being too hesitant when venturing off into different areas of marketing they’ve never tried before. By doing so, they miss out on a sizeable return the first month.

Split your pay per click ad budgeting into different months. Spend a little more in the first month to get things rolling, then create a set budget to use for it every month thereafter.

5. Don’t Just Target Prospects

One huge mistake that many people make in their pay per click advertisements, in general, is that they focus too heavily on reigning in new prospects.

While that’s certainly a big part of the equation, it isn’t the end-all-be-all of your marketing strategies.

Remember, you still have to convince your previous customers to come back again and again in order for them to build customer loyalty with your brand.

The previous customers won’t take as much convincing in order to compel them to click your ad, but there still needs to be a strategy involved.

For example, say you (the customer) once clicked on a PPC ad for a basketball shoe company called ABC Shoes and bought a pair of shoes from their site.

Then, the next time you’re visiting a different website, you notice a PPC ad for ABC Shoes that are showing off the pairs of shoes you clicked on but didn’t end up purchasing.

Those shoes you’ve shown interest in are enough to draw you back into visiting the site again.

Always use PPC ad campaigns for both new prospects and old customers. They both play an essential role in your business!

Integrate the Best Pay Per Click Advertising Tactics Into Your Strategies!

Now that you’ve seen some of the best pay per click advertising tactics to use, it’s time to use them in your initiatives moving forward.

Be sure to read this article on creating the right Google Ads bidding strategy for more information on that side of the PPC industry.

For more inquiries, please feel free to reach out via our contact us page and we’ll be happy to assist you further.

5 Reasons Why You Need a Management Company to Handle Your PPC Campaign

5 Reasons Why You Need a Management Company to Handle Your PPC Campaign

Pay-per-click (PPC) website visitors are 50% more likely to make a purchase than organic visitors. If you’re not using PPC advertising to boost your business, you’re likely missing out on a big chunk of customers.

Planning, creating, and maintaining your PPC campaign can take a lot of time and energy. If it’s your first time, you’re bound to make a few mistakes. Unfortunately, those mistakes can become costly.

You don’t have to go for it alone! Instead, consider hiring an experienced PPC management company to handle your campaigns.

On the fence about outsourcing? Here are five reasons you should hire PPC experts to help!

1. Maximize Your Time

First off, you’re already busy running your business. Trying to learn the intricacies of PPC advertising takes time and effort. If you don’t take the time to learn the platform, you could end up wasting money.

Different platforms work differently, too. Do you know which platforms are best for reaching your target audience? If not, you might end up gaining experience by trail and error.

Learning that way will cause you to waste your advertising budget. At the same time, you’ll likely miss out on opportunities to reach your target audience. 

Trends change all the time, too. In fact, Google changes its algorithm for search engine optimization (SEO) throughout the year. If you’re already busy trying to learn SEO marketing, learning PPC on top of that could drain your free time. 

Don’t waste your valuable time and energy trying to learn PPC advertising.

Instead, consider hiring a PPC management company to handle your PPC campaign.

They already know and understand the complicated platform. They can complete everything for you, including:

  • Keyword research
  • Target audience research
  • Determining targeting criteria 
  • Organizing keywords into ad groups
  • Writing your ads
  • Creating your campaigns
  • Developing landing pages
  • A/B testing
  • Analyzing and optimizing

It’s not enough to create your campaigns. You also need to continue checking on them as they run. Otherwise, you’ll fall to optimize your campaigns so they perform at their best.

Learning how to read and understand this data might seem confusing. An experienced PPC management company will know what they’re looking at. They can save you valuable time you could otherwise spend focusing on your business. 

2. Leverage Their Expertise

The best way to learn how to run your PPC campaign is to learn from experience. With multiple campaigns over years of advertising, you can develop the expertise needed to run more effective campaigns.

Chances are you don’t want to wait years for your campaigns to generate results.

Instead of developing that experience and expertise yourself, you can outsource the work to a PPC agency. They already have the expertise you need. As a result, they’re able to get your campaigns running from the get-go.

Campaigns need ongoing attention, too. Once the PPC management company creates and activates your campaigns, they’ll keep track of the performance. Their experience has taught them what to look for in a well-run campaign. 

Have an experienced PPC expert manages your ads. Then, you can ask them any questions you have about your campaigns.

Which keywords are generating the best results? How did they determine your target audience? Does your website need updating to improve your ad performance?

An experienced PPC management agency will consider these factors before they run your PPC campaign. By planning ahead of time, they’ll save you money in the long-run.

The stronger the start, the more likely you’ll reach the top of a search page. The higher your ads rank, the more clicks and website visitors you’ll attract. More visitors means the opportunity for more leads, conversions, and sales. 

Their experience can help you start generating results as soon as possible. With an experienced agency’s help, you can grow your business with ease. 

3. Make Changes Quick and Easy

If your PPC campaign is attracting clicks but no conversions, you’re losing money. You’ll need to make changes quickly. The longer you wait, the more money you’ll lose.

The day-to-day operations of your business will probably need your attention first. Unfortunately, delaying changes to your campaigns can get costly.

Allowing a PPC agency to manage your campaigns means making changes is quick and easy.

They’ll recognize issues with your campaigns and already know the best possible solutions. Remember, they’ve dealt with PPC campaigns before. They can use their own experience to make changes quickly.

The faster they make those changes, the better for your campaigns and ROI. 

4. Access to Expert Tools

It’s important to start your PPC campaign with a plan and the right tools. Otherwise, your campaigns could fail.

You’ll need to research target keywords, your audience, negative keywords, and ad copy. That so only the start. Thankfully, having the right tools can make the process faster and more effective.

Spending money on tools you’ll only use once or twice is a waste of money. By letting a PPC agency handle your campaigns, you don’t have to buy those tools yourself. Instead, it’s a part of the service!

These tools will make it easier for the agency to plan effective campaigns. They’ll learn all about your customers and competitors to create a strong campaign plan. Then, they’ll continue using their tools to make sure your campaigns run strong.

Getting that head start can help you save time and money.

Otherwise, you’ll end up making costly mistakes trying to manage your campaign alone.

5. Smarter Spending

According to Google, businesses make an average of $2 in revenue for every $1 they spend on Google PPC advertising. You can make even more money from your campaigns if you develop a strong, thorough strategy.

Otherwise, you might as well throw your money away.

An experienced PPC agency will recognize the best keywords to target. They’ll create a plan that focuses on your brand to grab the consumer’s attention. Every decision they make will ensure you’re using your advertising budget effectively.

They’ll also know which tactics to use to strengthen your campaigns. 

For example, they can use keyword insertion to maximize clicks. They might also use single keyword ad groups to improve your quality score.

These tactics can improve your entire advertising strategy to maximize your ROI!

Expert PPC Management: 5 Reasons Why You Need to Outsource Your PPC Campaign

By hiring an expert management company, you can start your PPC campaign on the best possible start! Their help will maximize your ROI, allowing you to build your business one ad at a time.

Ready to start generating more customers with your campaigns? Schedule a free consultation with our team today!

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