increase seo

Inside Adwords: Exploring The Differences Between Smart Display Campaigns & Custom Intent Campaigns

The use of PPC (pay per click) advertising can be beneficial for countless reasons. Not only are PPC ads a great way to bring in more traffic, they are incredibly cost-effective and are particularly useful for trying out new keywords or copy. It’s why Google AdWords continues to be popular with advertisers. Let’s take a closer look inside AdWords to discover some of their newer PPC options, including their smart display ads and their custom intent ads.

Inside AdWords’ Smart Display Ads

Smart display ads are ads that are automated by Google. This helps to make creating display ads much easier since all you’ll need to do is submit your creative assets (such as images, headlines, subheaders, and copy) along with your cost-per-acquisition (CPA) goal and Google will determine what the best possible combination of these elements are in order to meet your CPA. Google will also automatically find placements for your ad.

There are a number of advantages to creating your ads this way. For example, benefits include:

  • The ability to test out different ad elements for other ad campaigns.
  • Test ads that haven’t been working to see if any elements are salvageable.
  • Find new placements.
  • Spend less time optimizing and managing your own ads.

However, it’s worth noting that there are a few drawbacks. Namely, you’re giving up a lot of control over your ad. For example, you can’t bid down, you can’t exclude placements, and you don’t have control over the devices your ads are placed on.

What’s New With Google: How Your Web Page Speed Effects Your SEO and Adwords Performance

Even though you do give up some control, what makes smart display ads worth using is the fact that Google will automatically test out different elements of your ad to find the best possible combination.

Inside Adwords’ Custom Intent Campaigns

The custom intent audiences option now offered by Google AdWords provides a more accurate way to target consumers who are looking to make a purchase right now. It’s the equivalent of being able to walk up to a customer who is browsing items inside of a physical store and engaging with them. Using custom intent audiences, you’ll have a much better chance of closing a sale since the audiences your ad will be targeting will be looking to buy something that’s similar to your product or service.

For example, if you’re marketing an airline service and want to target customers who are going on vacation, you could set your customer intent to target people who are looking to go on vacation in Hawaii. Not only can you target potential customers searching for flights to Hawaii on Google using keywords like Hawaii vacation or flights to Hawaii, but you can also reach them on YouTube while they are watching Hawaii travel videos.

Adwords’ Custom Intent Makes Finding Your Audience A Breeze

Using the custom intent audience feature is easy. When creating a display ad, simply select “target” and choose “intent.” You can then choose either ‘DIY” which allows you to combine links and topics in order to pursue customers who are most likely looking to buy what you are selling, or you can choose “Auto-generated,” which leaves the work to Google’s machine learning technology in order to create audiences that are exclusive to the data of your brand based on inference.

When creating your new audience, you’ll name the audience, enter any keywords or URLs that are related to your target audience, and then create it. Based on the custom audience you’ve created, you’ll be provided with useful information like estimated reach, associated keywords, and potential audiences according to phrase.

Although the custom intent audience feature can be extremely useful in reaching customers who are looking to buy immediately, it’s worth noting that this feature is only valuable as a short-term strategy. If you’re looking to nurture leads over the long-term, using this feature is not the best option.

Choosing Between Smart Display Ads and Custom Intent Audiences

When looking inside AdWords to determine what the best PPC option is for you, you need to figure out exactly what you’re goal is. If you’re trying to boost sales short term, then using the custom intent audience feature can be quite valuable. When it comes to smart display ads, there’s much more that you can use them for, whether it’s attracting more long-term leads, finding new places to reach your target audience, or identifying what elements of your ads are the most effective to help with future ad campaigns.

 

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

How AI Marketing Effects SEO

For years, artificial intelligence (AI) was mere science fiction — an idea with unlimited possibilities. As technology has advanced, AI has developed to the point where it’s not only implemented throughout our everyday lives, but it’s become so commonplace that it’s beginning to be taken for granted. For example, virtual personal assistants, such as Siri and Alexa, movie recommendation services, and smart cars are all known quantities.

One area in which AI is currently upheaving the status quo is in the online marketing world. The emergence of AI marketing over the past few years is already changing the way businesses market their brands — and for the better.

How AI Has Affected SEO

Traditionally, search engine optimization (SEO) was based on a handful of factors, from keyword use to link building. Google and other search engines would use algorithms to rank content based on these factors. However, the introduction of marketing AI has changed the way Google is able to rank content. AI marketing software allows for the collection of valuable user and website data and analysis in real time. Take for example Google’s RankBrain.

Google introduced its RankBrain AI marketing software a few years back with the aim of more accurately identifying high-quality, relevant content for its search engine users. It has become their third most important ranking factor in their overall algorithm. It works by being able to accurately analyze queries in real time and returning relevant search results even if the exact keyword phrase used in the search doesn’t appear in the content. It does this by scanning website content and identifying related terms and concepts that make it relevant to the query. This means that there no longer needs to be an emphasis on forcing keywords into your content to make sure that Google identifies what your content is.

The use of marketing AI has also ushered in the ability to perform voice searches. Consumers are increasingly using voice search features via their virtual personal assistants, such as Alexa, to find what they are looking for. One of the reasons voice search is possible is because of how advanced AI marketing software is able to determine context without specific keywords. As a result, you will need to focus more on user intent in order to position yourself to be found by voice search. Fortunately, you can use AI software to collect and analyze user data and website data in order to identify what that user intent is.

The Future of AI Marketing

Considering how marketing AI has already changed the SEO landscape over the past few years, it’s not difficult to predict that there’s going to be even more change on the way. The following are a few ways in which marketing AI is likely going to change the way you market your brand in the near future:

No more keywords

RankBrain has already shown that AI is advanced enough to be able to infer meaning from certain words to help supply its queries with relevant content. AI is only going to get smarter in the future, which means soon enough, it will be able to scan content and determine relevance to user queries without having to identify specific keyword phrases or phrases that are similar to those used in queries. This will become even more necessary as voice search becomes more prominent since while users have been trained to perform searches using keywords, they rarely speak naturally using keyword phrases. This means that instead of competing with keywords, you’ll have to focus on just creating good content that is relevant to your audience, thereby placing even greater importance on your audience’s user intent.

Are there ways to increase SEO? With the help of Google Trends, anything’s possible!

Deep user intent

When you look at some of the more popular websites that rank high on Google’s SERP, it’s not uncommon to see sites like IMDB or Wikipedia. One of the reasons for this is not only because they provide high-quality content relevant to a lot of user queries, but they have a lot of supporting content as well that users continue to read, resulting in visitors staying on their sites for a longer time. This means that when identifying user intent, you’re going to have to take a more holistic approach to the buyer’s journey by considering every stage. By creating content based on user intent at every stage of the buyer’s journey, visitors will be more likely to stay on your site and look through more pages. There’s no doubt that in the near future, AI will begin taking into account how websites address the intent of visitors at every stage with its supporting content.

Automated content creation

Keeping in mind how advanced AI is likely going to be able to identify high-quality, relevant content based on the entirety of the content and not just a handful of keywords, it’s not that far of a stretch to predict that AI software will soon be able to create content for businesses as well. Right now, AI-created content reads like it was produced by a robot — but many believe that it will be able to create natural sounding content in the near future.

The use of AI marketing has already begun to improve the quality of search for users around the world. It’s never been easier for people to find what they’re looking for. Although you will need to adapt to the growing impact that AI is having on the inbound marketing world, doing so shouldn’t be difficult. As long as you focus on creating high-quality content for your target audience, you will find it much easier to adapt than those who were solely focused on earning high search rankings.

17 SEO MYTHS YOU SHOULD LEAVE BEHIND