Social Media Week is back this September, running in 11 cities across the world. In such a fast-moving industry, Social Media Week often acts as an ironic welcome rest, giving us time to carefully consider where we are and what’s next.
The ever-growing schedule has now been fully released. The schedule alone and the titles of various workshops, presentations and panel sessions help give us an idea of what to expect from the week as a whole. Having spent some time going through the program, I’ve tried to decipher what we can expect from next week’s Social Media Week.
With people not being perfect spellers or typists, in fact at least 7% of Google searches contain a misspelling! For this reason, Google announced they’re going to apply close variant keyword matching to all exact and phrase match keywords from September onwards. With this update, you no longer have to build exhaustive lists of misspelled, abbreviated, and other close variations of your keywords to get the coverage you want.
So what exactly do I need to watch out for?! Well, these are the 3 things to remember:
1) Phrase and Exact match are no longer
Close variants keyword matches will trigger keywords for not just singular and plurals, but for misspellings, acronyms, stemming, and abbreviations.
To do: Start building out your negative keyword list NOW! Review your keywords carefully and think about what terms you do not wish to show up for. Monitor your SQR report closely. Look at the terms for exact and phrase match variants, and determine if these terms should be included or added as negatives.
2) Your volume AND cost will increase
With close variant matching, you will see an increase in your impressions and clicks, because your keywords will be matching against more keywords. Per Google, close variant matching gives customers an average of 7 percent more exact and phrase match clicks. But as we all know with more clicks, unfortunately comes more costs.
To do: Monitor your account costs daily, and look for any new close variant matching keywords that could be attributing to this. Mine your SQR report for possible new keyword opportunities.
3) You’ll get more coverage….but you’ll need more negatives
Close variant matching will allow you to show for additional variants, and possible missed opportunities. However, if you are running a very targeted campaign that you want to show up for specific keywords, this could be a challenge.
To do: If you only want to show up for certain keywords, build out your negative keyword list to exclude those additional terms. Check your SQR report daily to ensure you are matching for the keywords that you want to be matching for.
These incremental increases in clicks help advertisers seize opportunities to convert customers that are otherwise missed by “Low search volume” keywords that are common for misspellings and abbreviations.
Hope that helps.
Until next time.
Aligning on-page elements of your social media profiles with your overall content strategy is important for SEO. Google uses signals from your social media profiles for the ranking algorithm so your social media profiles need to be optimised in much of the same way as the homepage of your business. Below are some SEO tips for your social media profiles:
#1 Be careful when choosing a social media handle or name for your social media page. Assuming you own a company called ‘Smith Plumbing’, using the Twitter handle @SmithPlumbing would be a lot more efficient than @PlumbingCo because diluting your brand name and not fully displaying it would have a negative impact on the visibility of your social media profile. Brand names should be kept the same on all of your social media profiles unless the handle is taken.
#2 The ‘About’-section of your social media profile acts as a meta description. On Twitter, this is the bio section on your profile, on Facebook, it is the tagline in the ‘About’-section. Make sure it is fully visible in search results and does not get cut off. You can add keywords and hashtags in this section but less is more, do not overdo this. An example of a cut-off Twitter bio can be found below:
Last week Google announced the release of their basic call tracking solution for AdWords. Google will now show unique phone numbers on AdWords landing pages based on the visitor’s session. Basically, every visitor will see a different phone number on the AdWords landing page. What Google is offering is session-based call tracking for AdWords only. It doesn’t work for Google organic search, Google Display Network or any lead source anywhere on the web, except AdWords.
So what exactly are the pros of this? Well, they include:
- It’s completely free
- It works perfectly with AdWords. It is automatically integrated with AdWords and UA.
- It is quite easy to set up
- Keyword level call tracking for AdWords
- Phone number appearance can be formatted to match the website design
Who should use Google Adwords Call Tracking then?
I would say small businesses spending £500/month on AdWords. If this was their only marketing spend, I would recommend using AdWords call tracking. If you’re a small business owner who likely doesn’t need all of the deep data, recordings, IVR, and routing capabilities provided by call tracking companies and if you just need to know if a call was made. If small businesses are marketing exclusively on AdWords, they should definitely use Google’s call tracking platform.
Hope that helps.
Until next time.
Social Media has long been, and will continue to be, shrouded by a blanket of uncertainty when reporting. There are so many metrics that one can report on, that an analysis of a campaign can lose its focus. In recent years, more and more metrics have been added to a report and clients hear the familiar, ‘this is the most important part of our report’.
The term “Callout Extensions” refers to another line of text in between your description lines and your site links. Ok but how can they benefit me?! Although they can’t be clicked, they do allow you to provide more valuable information about your product or service in an ad. Callout Extensions essentially give your ad more real estate on the search results page and allow you to push your competitors further down the rankings. This is a great new feature as it sometimes can be hard to get across the valuable information in the ad text as it is so limited on space.
In some ways Callout Extensions are very similar to sitelinks within an ad but with a notable difference – You can customise the text up to 25 characters.
To explain the difference between callout extensions and sitelinks, callout extensions exist to maximise the intrige of the ad with key words/USPs whereas sitelinks are links within the ad to direct a potential customer to other web pages on a site which could also be of interest to them.
So to get the best from your callout extensions, keep the following in mind:
1) It’s best to keep the callout extensions short and direct, perhaps 1 – 3 words per callout.
2) Keep the text relevant to the ad and family friendly.
The real benefit of callout extensions is to create interest and draw more attention to an ad. For example your ad could be – ‘Host Fast & Secure Online Meetings’. And within your callout extensions you would like to include ‘Host Unlimited Meetings’ ‘Collaborate Anywhere’ ‘Work Face To Face’ as seen below:
The extra points of information provided by a callout extension will hopefully be that defining factor in receiving a higher click through rate and landing more conversions.
Until next time.