Close variants for match types. A unified way to track your web + app users
Last year, Google rolled out close variants to Exact match types, making Phrase match more exact than Exact match type (pun intended!) They now extend close variants to even more match types.
Do you know the total number of users, clicks, conversions for your web and app properties? Google simplifies this with a new property release.
Keyword match types get an update
Google has rolled out same-meaning close variants to Phrase Match and Broad Match Modifiers (BMM).
It is also changing its keyword selection preferences to avoid keywords from competing against each other.
What does this mean?
- BMM keywords will now match to search terms in any word order.
- Previously, close variants of BMM keywords only included misspellings, singular or plural, stemming, abbreviations and accents. Now, it will also include same-meaning queries.
- Phrase Match keywords already include close variants. Word order for this match type will still apply, but they will also include same-meaning queries.
What’s Google changing with its keyword selection preferences?
“If a query currently matches to an exact, phrase, or broad match modifier keywords that exist 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.”
What is the expected impact?
- Advertisers using Phrase and Broad Match Modifiers are expected to see a 3-4% increase in clicks and conversions on those keywords.
- 85% of those clicks will be coming from queries not currently covered by your existing keywords.
This is a fundamental shift for advertisers who prefer to use well-organized campaigns based on match types and SKAGs with a carefully crafted list of negative keywords for each match type.
Here’s what Google recommends to help adapt to this change:
- Monitor performance: Expect traffic fluctuations and make adjustments, changing bids or pausing keywords accordingly.
- Use negative keywords: Monitor your search terms report and add negative keywords to exclude keyword matches that aren’t relevant to your campaign.
- Smart Bidding: It will help by optimizing your bids in real-time for every auction. It lowers your bids in auctions where your ads are less relevant or aren’t expected to perform well.
Good luck with adapting to this change!
App + Web = An all-round Analytics platform
Yesterday, we talked about the importance of Analytics and gave you a simple way to set up tracking on your websites. Hopefully that helped you set up Analytics properly.
In a related update, Google has announced a new property that provides a more unified view of your customer data: App + Web for Google Analytics.
Previously, Google had two separate tools: Google Analytics for websites and Google Analytics for Firebase for mobile apps.
Now, Google is combining these into a single property that offers a set of common events or actions that marketers can measure across websites and apps. (e.g., clicks, video views, downloads, opens, etc.)
Starting today, App + Web will begin rolling out to all Google Analytics and Analytics 360 users for free.
A homepage for maximum conversions and branding
As a performance marketer, you should always be closing. Even on the homepage of your store.
However, if you’re in this game for the long haul, you should also be branding!
Helping you to achieve these two goals simultaneously, Charles Ngo shared a 7-step framework to build a homepage optimized for maximum branding and conversions.
Some of these tips are already well known, such as the “hero image above the fold”. However, other suggestions might have been overlooked in the past, such as including a story that resonates with your audience.
Either way, your best bet is to take a look at Charles’ post to make sure you’re not missing anything. Then, you can start implementing what you’re not already doing.
Have a nice closing-while-branding.
🕵️ Find the right PUSH ADS in the right country for the right offers – spy on the pros for an affordable price!
We had the pleasure of taking Anstrex Push for a “test drive” a few days ago and we have to say we were very impressed!
This is much more than just a database of ads! First off, you get 10 crazy-useful tutorial videos on how to use Anstrex to really increase your ROI. From researching to uncover cloaked landers and ads, to ripping, and deploying landers, all the way to setting up alerts on your competition, managing favorites and a bunch more.
What are some of our favourite features you ask? Good question, let us tell you are top ones:
- Searching ads by gravity, ad strength and days running. Definitely takes the top spot because then we can see what are the best ads in general.
- Search for ads by 90+ countries. You will find ads that are crushing it in some very obscure geos!
- CPC bid history for push notification ads. Don’t just look at ads! See exactly how much the advertise bid to get that impression.
- Landing page ripper and editor. Makes it way easier to rip, clean and deploy any landing page you find here.
- Search by 38 ad networks. There’s no real hidden source from Anstrex, it’s only a matter of time until it shows up here!
- Last but not least: Advanced boolean search where you can use any and all of these search parameters in one search. For example, you can search for all Android push notification ads in Indonesia with the creative subtext “dating” that was first seen on July 31st 2019.
- Rip landing pages and deploy them on your server from the tool itself.You can download, clean, customize and then deploy any landing page to your server in a matter of minutes without ever downloading your landing page on your PC.
Those were our favourites but hey, if you want to see how Anstrex compares to alternatives on the market, just head here for a full-comparison by Ian Fernando.
The last piece of good news is the price. Anstrex Push is only $79.99/month! If you spend a day going through the tutorials and properly researching your competition, you’ll get a return in a couple of days!
Sign up to Anstrex Push right here and if you’re not happy, ask for a refund in 48 hours! That’s how confident the Anstrex team is in their product!
Avoiding drops in the ROAS when scaling
This is a very common problem, and chances are that it’s happened to you in the past.
You find the right offer, the right angle and the right creative. It’s all looking peachy. You finally start to scale your campaign and… as you raise the bid… The ROAS drops. Why?
Dim Niko shared the reason for this problem, and of course he brought the solution too. So, if you’re still suffering from this scaling problem, keep reading.
To cut a long story short, this is the problem: “You’re not excluding your warm audiences from your prospecting campaigns.”
You see, the Facebook algorithm is very smart, and it will show your ads to the audiences it deems most likely to convert.
This means that, when you launch a campaign to an audience of 1M+ people, FB will start off by showing your ads to the warmer users. People aware of you, who already interacted with your brand. Maybe they visited your website, explored your content, or engaged with your ads. Whatever, the point is that these users will see your ads first.
So, in the first few days the CPA will be lower because it’s basically a retargeting campaign. FB is giving you a hotter audience that have already been reached out to.
But, after two or three days of spending and budget increases, FB exhausts the warm audience. That is when your ads start getting in front of cold users.
What’s the solution?
Exclude the warm audience. This way, you will know your true CPA on a cold audience from the first day.
Now you should be ready to scale to the moon…
New Personalized recommendations and Related Product Listings
Pinterest has been steadily releasing new features to help you see more conversions on its platform all year, and the latest one was released just two days ago.
Well, it’s more than just one feature, actually.
Personalized shopping hubs at the top of the home feed: As soon as a user opens Pinterest, the first thing they will see is a shopping section featuring the user’s favourite brand.
So, if users regularly search for your brand on Pinterest and engage with your Pins frequently, your store will be the first thing they see when opening Pinterest.
Shopping section below Pins: Users will start seeing brands’ catalogues under Pins, making the conversion journey quicker: They get inspired → They see the price of the product → They purchase.
Pinterest says that “Retail brands saw a 2x higher return on ad spend on Pinterest than social media and a 1.3x higher return than on paid search.”
You can find the research here.
Brian Dean’s top ways to improve your SEO in 2019
Brian Dean shared his list of 17 techniques that helped him grow his organic traffic by 21% in 3 months.
Here’s a quick list of those techniques:
- Get More Organic Traffic With “Snippet Bait”
- Improve Dwell Time With This Simple Step
- Find Low-Competition Keywords With “Ghost Posts”
- Use Sitelinks to Boost Your Organic CTR
- Want More Links? Be The Source
- Target Keywords With BIG Commercial Intent
- Grab More SERP Real Estate With YouTube Videos
- Rank for “Topic + Statistics” Keywords
- Optimize Old Content For User Intent
- Content Partnerships
- Repurpose Content Into Different Formats
- Double Down On Broken Link Building
- Find Backlinks With “Link Intersect”
- Target Brand New Keywords
- Use Concept Visuals
- Use Industry Glossaries for Keyword Ideas
- Get Backlinks From Content Curators
He goes on to explain each of these techniques in detail, providing examples and visual interpretations for each one.
If your curiosity has been piqued by the above, check out his guide here to quench your thirst for knowledge.
Make your Chatbot responses more human
In an effort to make chatbots more human, ManyChat has announced a new integration with Alterra, a Natural Language Processing Answer Bot that helps you tackle complex customer questions in real-time.
Alterra’s deep learning NLP engine can pick up natural language and answer free-text questions in real-time based on your company’s knowledge base.
What does this mean?
Basically, users can ask questions about your company, its products or its services, and the chatbot response will be so natural that it will feel like it’s coming from a live rep.
This means your chatbots will now be able to answer more complex questions from your customers, without the need for those long, tree-like menus for responses.
What if you don’t have a knowledge base?
Just create one! It’s a simple process using the FAQ Editor in your Alterra account.
You can pull common customer questions from the Live Chat tab in your dashboard and then upload them into the editor to teach your Answer Bot how to respond to more complex queries.
- Create an Alterra.ai account.
- Upload or create knowledge-base articles in the FAQ Editor.
- Connect Alterra Answer Bot to your ManyChat flow.
If you’re using a free account on ManyChat, you can go for a Light Integration to add a ManyChat and Alterra bot to your FB page.
Pro users can use Full Integration to plug Alterra into your chatbot as a Default Reply provider.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
Scared about FB’s targeting power? This goes further
How many of you out there are convinced that Facebook can use all that data they have to basically read your mind? A lot, right?
Well, that’s NOTHING compared to the brain-reading technology that Facebook is building.
Facebook Reality Labs researchers built a computer that has the ability to decode a small set of full, spoken words and phrases from brain activity alone.
A bit of a step up from seeing ads for a product that you just thought about, huh?
This isn’t about forecasting your behaviour, showing you countless ads and finding the one that hits the mark. This is about entering your mind.
Although, for now, they can only decode small sets of text at a time.
But they have set an ambitious target: Reaching real-time decoding of 100 words per minute with a word error rate of less than 17% and a 1,000-word vocabulary.
Are you scared?