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Here’s how Google’s new keyword selection preferences work

With last week’s announcement that it will extend same-meaning close variants to phrase match and broad match modifier, Google said it would be changing keyword selection preferences to help prevent keywords from competing against each other. This doesn’t mean there still aren’t times when keywords compete with each other on Ad Rank. To clarify how Google Ads’ keyword selection preferences are designed to work with same meaning keywords, we’ve mapped out several scenarios.

Existing preferences trump new same-meaning matching. In the initial announcement, Google said of the changes to keyword selection preferences: “If a query currently matches to an exact, phrase, or broad match modifier keyword that exists in your account, we’ll prevent that query from matching to a different phrase or broad match modifier keyword that’s now eligible for the same auction as a result of this update.”

In other words, Google won’t suddenly pick a different phrase or BMM keyword deemed to have the same meaning as a keyword that’s already triggering on a query. This is how the preferences already work for exact match same-meaning close variants.

The example Google gives is that the query lawn mowing service near me will continue matching to the phrase match keyword “lawn mowing service” even though another keyword in your account, “grass cutting service,” could also now match to that query based on same-meaning matching.

Same-meaning exact match keywords. The example above is how the preferences already work for exact match same-meaning close variants. Within exact match, the keywords that are closest to the query generally take precedence over the other eligible exact match keywords. This has not changed.

For example, the query grass cutting services should trigger the exact match [grass cutting services] not [lawn mowing services] if both are active in an account, regardless of Ad Rank.

New keywords with the same meaning as existing keywords. What happens when you add new keywords to your account that may match more closely to queries than your existing keywords?

For example, if the phrase match keyword “lawn mowing service” is matching the query grass cutting service near me in your account and then you add two keywords, “grass cutting service” and +grass +cutting.

They all have the same meaning, but the new keywords are closer word matches to the query than the original keyword. They will prevent “lawn mowing service” from triggering on related grass cutting queries.

However, the two new keywords will compete against each other on Ad Rank to determine which triggers the ad.

In other words, the previous matching preferences will take precedence over same-meaning matching.

[Ad Rank is a calculation of max CPC, quality score (expected CTR, ad relevance, landing page experience), the expected impact of ad extensions and ad formats as well as other contextual factors like location and device. It determines if your ad is eligible to show and where it appears on the page relative to other ads.]

Adding a phrase match or BMM of an existing exact match. Let’s say we have the exact match [lawn mowing service] in our account. Because of same-meaning close variant matching, it triggers on the query grass cutting service. If you add the phrase match “lawn mowing service,” will it compete with the exact match?

Again, it shouldn’t. The exact match and it’s close variants will take precedence because the new phrase match would only eligible based on the new preferences (i.e. same-meaning). Again, the previous matching preferences will supersede the new same-meaning matching for phrase match and BMM.

Adding an exact match of an existing phrase match or BMM keyword. This is the inverse of the previous scenario. If I have the phrase match “grass cutting services” in my account already and add the exact match [grass cutting services], will the exact match trigger for the query grass cutting services. Will it compete against the phrase match?

Since the query is an identical match for the exact match keyword, the exact will be preferred. However, if the keywords are in different ad groups, and the phrase keyword has a lower bid and higher Ad Rank, it can be used instead.

Caveats to note. Keep in mind, these systems aren’t perfect, particularly when it comes to nuances. Don’t expect your idea of “same meaning” and the system’s to always align. Have a routine for monitoring your search terms reports and adding negative keywords.

These factors can also cause same-meaning matching to kick in when it otherwise wouldn’t:

  • Match types in separate ad groups. Given that match type variations of keywords in different ad groups will compete on Ad Rank, that’s something to keep an eye on and consider grouping under one ad group for eaiser management.
  • Paused keywords. All of the scenarios above assume the keywords are enabled. If you pause a keyword in your account, it becomes invisible to the auction system and won’t be included in the keyword selection process. To the system, it’s as if it’s no longer in your account at all. This means if you pause a keyword the other same-meaning keywords in your account could now trigger on the queries the paused keyword had matched to. For example, pausing “lawn mowing services,” will shift lawn mowing services near me queries to trigger “grass cutting services.”
  • Limited budgets. Limited budgets can throw a wrench in your matching. Google says, “While we do our best to match existing traffic to your keywords, there may be infrequent instances where this will not be the case. For example, if a campaign is budget constrained it may not be eligible to show on all queries.

About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Dit artikel is vertaald van Search Engine Land

Schermafbeelding 2020-07-05 om 13.29.11

“Bitcoin Era Lena Meyer Landrut” Interview – Fake Oder Nicht?

Bitcoin Era Lena Meyer Landrut – http://bitcoin-era.de/ Klicken Sie links, um meine eigenen schockierenden Ergebnisse zur Verwendung des Bitcoin Era-Systems zu sehen.

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Sie können diese Fähigkeit erlernen, indem Sie den Markt täglich oder sogar nach jeder Stunde überprüfen. Der Markt verschiebt sich nach jeder Sekunde. Manchmal steigt der Wert und manchmal sinkt er. Dies ist alles Teil der Bestände. Wenn Sie ein neuer Trader sind, ist dies der perfekte Weg, um die Marktpreise zu analysieren. Wir haben jedoch eine andere einfache Möglichkeit: Sie müssen den Markt nicht nach jeder Stunde beobachten. Die Bitcoin Era-Software kann dies für Sie tun. Sein leistungsstarker Algorithmus analysiert die Märkte für Sie.

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Bitcoin-Era Lena Meyer Landrut Software ist die beste Bitcoin-Software

Ein professionelles und engagiertes Team hat diese Software erstellt. Das Team kennt alle Tools, Services und Funktionen, die für einen profitablen Handel wichtig sind.

Die Bitcoin Era-Software bietet allen Benutzern die Möglichkeit, von den Kryptowährungsmärkten zu profitieren.

Überlegene Technologie

Dank des fortschrittlichen Algorithmus scannt diese Software die Finanzmärkte innerhalb von 0,01 Sekunden. Es hat eine Funktion namens “Time Leap”, mit der die Software weiß, wann und was zu handeln ist.

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Bitcoin Era ist zu 99% genau und deshalb eine zuverlässige App. Darüber hinaus kann Bitcoin Era die Finanzmärkte auf der Grundlage früherer Daten sowie der aktuellen Marktbedingungen mit hoher Präzision analysieren, was zum richtigen Zeitpunkt zu profitablen Chancen führt.

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Die Bitcoin Era-Software hilft Menschen (die sowohl neu im Handel sind als auch Profis), den Bitcoin profitabel zu handeln. Es ist eine automatisierte Handelssoftware, die sowohl hohe Präzision als auch Geschwindigkeit aufweist. Der größte Vorteil ist, dass es aufgrund seines fortschrittlichen Algorithmus Ihre Zeit reduziert. Mit anderen Worten, es besteht keine Notwendigkeit für harte Arbeit. Lassen Sie Bitcoin Era die ganze harte Arbeit erledigen, und Sie lehnen sich zurück und verdienen den Gewinn.

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Google’s indexing issues are resolved

Google’s indexing issues are resolved

Google’s indexing issues are resolved and Google is once again able to both crawl, index and rank fresh new content within minutes. Google has now officially confirmed this and our tests seem to show that this is the case.

What happened. Yesterday, in the early morning hours, Google stopped showing fresh content in its search results. If you filtered the news or web search results for content from sites that published content frequently, it would only show you content from before around 3am ET on August 8th. This was similar to the indexing issues from this past May.

Google confirmed. Google has now confirmed this is resolved, this story has been updated to reflect so. Here is Google’s confirmation:

Resolved. Now, if you filter content from news sites you will see Google showing content from within minutes of the content being published. I was able to test this out on my personal blog and Google indexed the content within minutes.

Here is a screen shot of Google indexing a story I wrote around 7:20am this morning and displaying it in the search results minutes later:

Google thinks so too. John Mueller from Google thinks it is resolved as well. John responded to my tweet saying “We’re still waiting for some final confirmations, but I think things are looking good now.”

Why it matters. If you saw a dip in your Google traffic yesterday, and a lot of your traffic generally comes from new content, then you may have seen a drop in your Google News, Google Discover and other Google traffic sources. Your Google Search Console performance reports may reflect the indexing issue as well.

The issue seemed to have occurred between around 3:00 a.m. ET on August 8th through around 3:00 a.m. ET on August 9th. But again, we are waiting for an official response from Google on the specifics of the issue.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

Dit artikel is vertaald van Search Engine Land

Supercharge Your Link Building Outreach! 5 Tips for Success - Whiteboard Friday

Supercharge Your Link Building Outreach! 5 Tips for Success – Whiteboard Friday

Spending a ton of effort on outreach and waking up to an empty inbox is a demoralizing (and unfortunately common) experience. And when it comes to your outreach, getting those emails opened is half the battle. In today’s Whiteboard Friday, we welcome recent MozCon 2019 alum Shannon McGuirk to share five of her best tips to make your outreach efficient and effective — the perfect follow-up to her talk about building a digital PR newsroom.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi, Moz fans. My name is Shannon McGuirk. I’m the Head of PR and Content at a UK-based digital marketing agency called Aira. So at this year’s MozCon, I spoke about how to supercharge your link building with a digital PR newsroom and spoke about the three different types of media and journalist writing that we should be tapping into.

But I only had half an hour to be able to share my insights and thoughts. As a next step from that presentation, I need to equip you guys with everything in order to be able to go out and actually speak to these journalists. So for my Whiteboard Friday today, I’m going to be sharing my five tips for success for supercharging your outreach, specifically evolved around email outreach alone.

In the U.K. and in the U.S. as well, we’re seeing, as our industry grows and develops, journalists don’t want to be called anymore, and instead the best way to get in touch with them is via email or on social media. So let’s dive straight in. 

1. Subject lines A/B tests

So tip one then. I want to share some insights with you that I did for subject lines and specifically around some A/B testing.

Back in the early part of the summer, around April time, we started working on a tool called BuzzStream. Now that allowed us to be able to send different kinds of tests and emails out with a variety of different subject lines in order for us to understand how many open rates we were getting and to try and encourage journalists, through the use of our language and emojis, to open up those all-important pitch emails so that we could follow up and make sure that we’re bringing those links home.

Journalist’s name in subject line

So we ran two different types of A/B tests. The first one here you can see was with the journalist’s name in the subject line and the journalist’s name without. It turns out then that actually, when we were running this data, we were seeing far more opens if we had the journalist’s name in the subject line. It was getting their attention. It was getting that cut-through that we needed when they’re getting hundreds of emails per day and to see their name in a little nib meant that we were increasing open rates. So that was our first learning from test number one. 

“Data” vs “story tip”

Now test number two, we had a bit of a gut feel and a little bit of an instinct to feel that there were certain types of words and language that we were using that were either getting us more open rates or not. For this one specifically, it was around the use of the word “data.” So we compared the use of the word “data” with story tip, and again including the journalist’s name and not, to try and see how many journalists were opening up our emails.

At Aira, we have around a 33% open rate with any campaigns that we launch, and again this is tracked through BuzzStream. But when we started to do these A/B tests, combine story tip, full name, and then follow with “data,” we increased that to 52%. So that jump up, it doesn’t mean that you’re going to get 52% more links off the back of your outreach, but it means that you are getting more people opening up their email, considering your data, considering your campaigns, which is half of the problem, when we all know as outreachers, content marketers, digital PRs how difficult it can be for someone to even just open that initial approach.

So now, off the back of those A/B tests, make sure that whenever you’re writing those emails out you have story tip for Tom and then followed by data and whatever research you’ve got in that campaign. 

2. Headline language

For tip two then, keeping on the theme of language, I did a piece of research for another conference that I was speaking at earlier in the summer called SearchLeeds and another one called outREACH.

I analyzed 35,000 articles across 6 different top 10 news sites in the U.K. The language that came out of that, around the headlines specifically, was so interesting. So I split these 35,000 articles down into relevant sectors, took the likes of travel, automotive, business, what have you, and then I was able to create around 30 word clouds according to different articles that had been produced within these different industries at different titles.

I was able to start to see common words that were used in headlines, and that got my mind ticking a bit. I was starting to think, well, actually as a team, at Aira, we should be starting to pitch and use language within our pitches that journalists are already using, because they straightaway resonate with the story that we’ve got. So here’s a quick snapshot of the kind of word clouds that the analysis revealed.

You can kind of see some core words shining through. So we’ve got research, best, stats, experts, that kind of thing. Now the top five words that were most commonly used across all sectors within the headlines were: best, worst, data, new, and revealed. Now “data” is really interesting, because if we go back to our A/B testing, we know that that’s a strong word and that that will get you more opens with your subject lines.

But it also reaffirms that that A/B test is right and that we definitely should be using “data.” So combine story tip for that journalist’s name, Tom or what have you, with data and then start to use some of the language here, out of these top five, and again you’re going to increase your open rates, which is half of the problem with what we’re doing with outreach.

3. Use color

So tip three then. Now this was quite an experimental approach that we took, and a huge recommendation of mine, when you’re doing your email outreach, is actually to start to use color within that all-important pitch email itself. So we’ve moved from subject lines into looking at the body of the email. We use color and bolding back at Aira.

So we use color straightaway when we’re writing the email. So we’ll start with something like, “Dear Tom, I have a story that you might be interested in.” Straight under that, so we’re already using again the language that they’ll be using, story, going back to our A/B test. But then straight under that, we will bold, capitalize, and put in a really bright color — reds, greens, blues — nice, strong primary colors there the headline that we think Tom might write off the back of our outreach.

So here’s an example. “New data reveals that 21% of drivers have driven with no insurance.” Not the most exciting headline in the world. But if Tom here is an automotive editor or a digital online automotive writer, straightaway he knows what I’m talking to him about. Again, he can start to see how this data can be used to craft stories for his own audience.

Again, as I said, this is quite experimental. We’re in the early phases of it at Aira, but we know it’s working, and it’s something that I learnt, again, at outREACH conference too. Straight under this use of color with headline, you should pull out your key stats. Now only keep those bullet points to three to five. Journalists are busy.

They’re on deadlines. Don’t be having huge, bulk paragraphs or long-winded sentences. Tell them the headline, follow it up with the key stats. Be clean, be punchy, and get to the point really quickly. Below this, obviously sign off and include any press material, Google Drive links, press packs that you’ve got under that. Again, we’re seeing this work really, really well.

We’re still in the early stages, and I hope to share some insights, some kind of data and metrics as to the success results of it. But we’ve been able to secure links from the likes of the Mail Online, the Telegraph back in the U.K., and also last week just FoxBusiness using this exact approach. 

4. Use emojis

So tip four then, and again this is a really playful technique and something that we only learnt with experimentation.

Start to use emojis within your pitches as well. Now this can be used within the subject line. Again, you’re looking to try and get the journalist to get that piece of attention straightaway and look at your headline. Or start to use them within the body of the email too, because they break up that text and it makes your email stand out far more than if you have someone that’s pitching in a business piece of data and you’ve just got huge stacks and research pieces.

Actually throw in some emojis that are relating to the business world, a laptop or whatever it may be, something that proves your point around the campaign. Again, it’s more engaging for a journalist to read that. It means that they’ll probably remember your email over the other 200 that they’re getting that day. So really nice, simplistic tip then for me.

If you’re pitching something in the automotive world, put a car or traffic lights on the end. If you’re doing something in the travel sphere, sun, beaches, something that just gets that journalist’s eye. It means that your email is going to be opened above anyone else’s. 

5. Use Twitter

Finally then, so I know I’ve kept this around email outreach for the last couple of points.

But one thing that we’re seeing work really well with the implementation of this digital PR newsroom is starting to approach and speak to journalists on Twitter. Twitter we know is a new source for journalists. Trending topics will obviously be picked up in the press and covered on a daily if not hourly basis. As soon as something breaks on Twitter, we’ll see journalists, writers, bloggers turn that trending feature into an article that’s really resonant and relevant for their audience.

So in the run-up to your campaign, way before the launch, we’re talking like three or four weeks here, reach out to the journalists on Twitter. Start to engage with them. Like some articles. Start to let them know that you’re in and engaging with them on their social media platform. Don’t push it too hard.

You don’t want to go overboard with this. But a little bit of engagement here and there means that when your email comes into their inbox, it’s not a new name, and you’re already starting to build the foundations of that relationship. Secondary to this then, feel free and start to experiment with DM’ing journalists as well. We know that they’re getting two, three, or four hundred emails per day. If you take to Twitter and send them a quick overview of your up-and-coming campaign via a Twitter DM, it’s likely that they’ll read that on the journey home or potentially when they’re walking from meeting to meeting.

Again, it puts you one step ahead of your competitors. Recently we’ve got some of our best pieces of coverage through warming the press up and specific journalists through Twitter, because when your campaign launches, you’re not going out with it cold. Instead the journalist knows that it’s coming in. They may even have the editorial space to cover that feature for you too. It’s something that we’ve seen really work, and again I can’t stress enough that you really have to find that balance.

You don’t want to be plaguing journalists. You don’t want to be a pain and starting to like every single tweet they do. But if it is relevant and you find an opportunity to engage and speak to them about your campaign the weeks in advance, it opens up that door. Again, you may be able to secure an exclusive out of it, which means that you get that first huge hit. So there are my five tips for link building in 2019, and it will help you supercharge things.

Now if you have any comments for me, any questions, please pop them in the thread below or reach out to me on Twitter. As I’ve just said, feel free to send me a DM. I’m always around and would love to help you guys a little bit more if you do have any questions for me. Thanks, Moz fans.

Video transcription by Speechpad.com


Did you miss Shannon’s groundbreaking talk at MozCon 2019, How to Supercharge Link Building with a Digital PR Newsroom? Download the deck here and don’t miss out on next year’s conference — super early bird discounts are available now!

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