Google Ads Comes with Expanded Portfolio Bid Strategies with Several Other Options

As per the latest news, Google Ads is now busy rolling out its new options for portfolio bid strategies. With its latest update, Google Ads is making the bid strategies compatible with more types of smart bidding. As we all know, the porfolio bid strategy by Google Ads helps the advertisers in optimizing the overall performance across multiple campaigns. The portfolio bid strategy is indeed an automated, goal driven bid strategy, which groups various campaigns, ad groups and keywords together.

As of now, the portfolio bid strategies is available for options such as Target CPA, Target ROAS, Maximize clicks, and Target impression share. With the latest expansion, Google Ads is going to make it easier for using the Smart Bidding for the search campiangs. The porfolio bids are also available to use along with the Maximize conversions and Maximize conversion value.

Now the advertisers using Google Ads can pair these new portfolios along with shared budgets and this can help in assisting for increasing conversions or conversion value.

Google is now recommending the users to incldue campaigns in the same portfolio if they share a common budget and use Maximize clicks, Maximize conversions, or Maximize conversion value.

Google Will Now Start Reviewing Photos and Videos Uploaded to Google My Business

In one of the most recent updates, Google has announced that they will be making some kind of changes in the video and photo content policy for its Google My Business listings. From now onwards, the photos and videos that are uploaded on to Google My Business listing will go through some kind of review process, before being published online.

Earlier, there were not any kind of reviews in place for uploading photos and videos on Google My Business page. But now you can start witnessing some kind of delay for the photos and videos to be made live on GMB profiles after they are uploaded.

As of now, there has not been any word from Google on whether the photos and videos will be review automatically by AI or go through a team of human content reviewers. If we think deeply, we can understand that a human review process for the photos and videos on GMG will make a longer delay for the content to be published live on GMB. But human reviewers are capable of catching up things that are not possible with machines or AI.

Reviews are Applicable to User Generated Content Only

As per some reliable sources, it is clear that the current change in the policy by Google is applicable to those content which are submitted by other users. In an official Tweet by the Google My Business team, it had pointed to a link that is applicable to the user contributed content policy of the Maps.

As per the updated user contributed content policy of Google My Business Page, it states that the content that are uploaded directly by the owner of the business does not have to be reviewed before publishing. Apart from the new review process, there are not other major changes to the policies of the user generated content for Google My Business Page.

Anyhow, the recent updates will makes things a little slower when it comes to uploading of content, but will make sure that the most relevant and genuine photos and videos are uploaded to each Google Business listings.

As Per Google, 70% of Sites Have Been Moved to Mobile-First Indexing

Google is all set to transfer all the websites to mobile-first indexing, and they have confirmed that 70% of sites have already made the transtion. The remain 30% of the websites will be moved ot the mobile first indexing by September 2020 and Google officials have stated that by September all the websites will be officially switched over to the mobile first indexing.

The time between now and September 2020 will be very much crucial as Google will be continuing its process of moving the websites to mobile-first indexing by the time they get ready. It your website is showing an increase in Googlebot’s crawling, then it is a clear indication that your website has been moved to the mobile first indexing and this will be mainly from the mobile smartphone user-agent.

You can also check the status of your website’s mobile first indexing in your Search Console Tool’s settings page and also in the URL inspection tool. The guidance from Google, that is related to optimizing a website for mobile-first indexing is the same for now also.

When you optimize your website for mobile-first indexing, you need to check some factors such as:

1) The On-page content of the website is the same on mobile and desktop versions
2) The Meta data of the website is the same on both mobile and desktop versions
3) The website’s structured data is the same on both mobile and desktop versions

The URL testing tool by Google will help the website owners to easily check both the versions of a website, which are desktop and mobile version. You can make sure that both the search engine and real visitors can see similar content on the desktop and mobile versions.

Google has clearly recommended website owners to now use separate mobile URLs (which are also known as “m-dot”), as such URLs will create various issues and confusions for the search engines as well as users. The major thing that you need to take care is to make sure that your website has a responsive design.

Google’s URL testing tool allows site owners to easily check both the desktop and mobile versions of a page. So you can ensure Google (and visitors) can see identical content on desktop and mobile.

Google specifically recommends not using separate mobile URLs (also known as “m-dot”) because they can cause “issues and confusion” for search engines and users. The gold standard for mobile-first indexing is responsive web design.

Types of Ecommerce You Should Know About

Ecommerce can be defined as transactions carried out between a buyer and seller online. The first ever online transaction took place decades ago, and ecommerce has significantly evolved since then.

According to studies, the US alone is home to 209.6 million online shoppers. This goes on to show just how widely accepted ecommerce has become.

There are various types of ecommerce and online transactions in today’s online world, some of which include:

a) Business-to-Administration (B2A)
b) Business-to-Business (B2B)
c) Consumer-to-Consumer (C2C)
d) Business-to-Consumer (B2C)
e) Consumer-to-Administration (C2A)
f) Consumer-to-Business (C2B)

Businesses-to-Administration (B2A)
This type of ecommerce refers to all online transactions between businesses and public administration. Companies under this category of ecommerce offer a variety of services, mostly in areas such as social security, registers, legal documents, fiscal, and employment.

With the investments made in e-government in recent years, this model of ecommerce has grown popular.

Business-to-Business (B2B)
B2B is the type of transaction that goes on strictly between businesses – one business selling to another. In ecommerce, every electronic transaction between companies falls under this category.

Recent studies have estimated that the global B2B ecommerce industry would add up to $6.6 trillion by the end of 2020.

Most of the businesses in this niche are service providers. However, it’s also possible to find document hosting companies, office furniture and supply companies, and software companies.

Consumer-to-Consumer (C2C)
As the title suggests, C2C refers to every form of electronic transaction between two or more consumers. These types of transactions are usually carried out through a third-party service. Consumers meet on a platform where they can buy or sell goods and services to each other online.

An excellent example of a consumer-to-consumer type of ecommerce platform is eBay.

Business-to-Consumer (B2C)
In this case, transactions take place between companies and consumers. In most cases, companies sell their goods and services to consumers through their websites.

This type of ecommerce is what first comes to mind when most people think of what an ecommerce business is all about. The sort of products that are usually sold in B2C sites includes electronics, clothing, shoes, books, food, and other consumers goods.

Consumer-to-Administration (C2A)
C2A is a type of ecommerce where online transactions take place between consumers and public administration. The most common transactions that fall under this category include paying tuition to a University, paying taxes and fines, etc.

Consumer-to-Business (C2B)
Consumer-to-business ecommerce is a growing model. This type of ecommerce refers to the online transaction between consumers and businesses. It might sound unusual to some, but in C2B, consumers sell goods and services to companies.

The C2B model allows consumers to provide value to businesses. Examples that fall under this category include UpWork, various blogs, and affiliate marketing platforms such as Google AdSense.

If you own a business, it is essential to know these options as it could help you in the process of building your site and choosing the right ecommerce platform.

Here is a link to an amazing infographic regarding the same.

How to Turn on Parallel Tracking for Your Google Ads Account

Parallel tracking is one of the most important thing that we usually use to ignore while handling our Google Ads account. In-fact parallel tracking is something that helps load your landing page fast and thereby reduce lost visits. This will eventually lead to increased conversions, and also improved ad performance. The Parallel tracking sends the visitors directly from your ad to your final URL (landing page) while click measurement activities happens in the background. This means that the visitors will not be send to the tracking URL first, which will result in slow loading of the landing page.

With the parallel tracking method, the visitors will be directed straight away to your landing page while the click measurement part happens in the background, without affecting the page load time.

The parallel tracking looks something like below:

1) Visitors clicks on your ad.
2) Visitors  sees the landing page.

At the same instance in the background, some processes takes place. They are:

1) The click tracker of Google Ads loads.
2) Tracking URL loads.

If you are using multiple click trackers, additional redirects may load.

With the absence of parallel tracking, visitors have to go through one or more redirects after clicking the ad before they reach your landing page. This means that it will take longer time for the visitors to reach the landing page.

Without parallel tracking the ad tracking and execution looks like below.

1) Customer clicks on your ad.
2) After that the Google Ads click tracker loads.
3) Then the Tracking URL loads.
4) Possible other tracking URLs loads.
5) Customer reaches your landing page.

So we can understand the fact that turning parallel tracking for your Google Ads account is very much helpful in improving the performance of your campaigns. If you are not sure about how to enable parallel tracking for your Google Ads campaign, then as an advertiser, you can turn on this facility by following the steps below:

1) First sign in to your Google Ads account.
2) After that, in the navigation menu, click All campaigns.
3) Click Settings in the page menu on the left,
4) Next click Account Settings.
5) Click Tracking.
6) Now click the switch that is seen next to “Parallel tracking” and turn it on.

Before parallel tracking is turned on, Google will advise the advertisers working with any other click measurement provider to make sure their system is compatible with it.

Compatibility with parallel tracking will be different based on which features are enabled. A click measurement provider should be able to advise on what to do if there is an issue like incompatibility.

So, hope that the above steps are sufficient enough for you to learn how to enable parallel tracking for your Google Ads account. This will ultimately help in improving the overall performance of your campaigns, as the landing pages will be loading fast for the visitors clicking on your ads.

A Hub for Top Trending Product Searches Launched by Google

In its latest move, Google has launched a hub on the web for digital marketer to identify and discover the top trending product searches across various categories. Google Shopping 100 now highlights the products that have recently experienced an increase in US searches. It is also worth noting the fact that these are not necessarily the top product searches when we look overall, but they are the products that are seeing a rise in its popularity on the internet.

Google officials has said that they have highlighted some of the top categories for holiday gifts such as tech, kitchen gear, games and toys since a long time. Google has experienced a lot of warm furry boots in accessories and apparel, and the high tech vacuums are big in home goods.

Google is aware about the fact that the holiday season is the best time to launch Google Shopping 100, but there are chances that it could still be used so as to discover trending products searches throughout the year. Google Shopping 100 can be helpful for the consumers for activities such as gift-giving inspiration, comparing prices of different online retailers, and also to find out whether a particular product is available at a nearby store. The marketers will find it easy to keep up with the interests of the consumers, and they can also use these information for activities such as creating content and earning income through affiliate marketing.

Consumers can use Google Shopping 100 for gift-giving inspiration, comparing prices of different online retailers, and finding out whether a product is in stock at a nearby store. Marketers can use it to keep up with what consumers are interested in, and use the information to do things like create content and earn affiliate income.

As of now, there are a limited amount of categories that are being showcased in Google Shopping 100 and the list is expected to increase as the platform grows. Following are the categories in which the Google Shopping 100 showcases the products:

Kitchen gear
Toys & games
Accessories & apparel
Sports & fitness
Home goods
Personal care

We need to wait and see whether this new web portal by Google can be used throughout the year. But we can say without doubt that this platform can be used as a great consumer research tool. The online marketers are very much anxious about the upcoming tool and are waiting eagerly for its release.

Google Search Console Can Now Provide Report on Same-Day Data

The Search Console tool is getting updated by Google and now it will come with the ability to provide fresher data for the users in the Search Performance report. Earlier the report in the Search Performance section was atleast a day older and this really prevented the users from getting more updated information from the tool. But now, SEOs and site owners from across the world will be very much happy as they will be able to get access to the same-day date once they log into their Search Console tool. The webmasters had to wait for several days to get data for a particular day and now with the latest update, Google Search Console tool is all set to make a big change in their reporting system. This update is considered to be a great enhancement of the previous report that was provided by the tool.

The SEOs and website owners will be now getting access to fresh and improved data from the Search Performance report and this feature was being requested by the Search Console users since a long time. Here are some of the changes that a fresh data from the Search Console tool can provide to the SEOs.

a) The ability to view the weekend performance of a website on Monday morning, rather than waiting until Wednesday.
b) Check the stats of the website as the first thing in the morning.
c) Opportunity to Check whether the traffic of the website has rebounded after fixing any technical issues.

The webmasters should also make a note of the fact that the that fresh data points will be replaced with final data points within a a few days. So we can expect that the fresh data might change a bit before it is finalized. Another thing that the webmasters need to know about the fresh data update is that it has not been yet supported by the Search Analytics API, and it is also not in the Discover report. But we can hope that both these limitations may be addressed and fixed in the near future.

There are also other important improvements that have been made to the Search Performance in Google Search Console. Apart from returning fresher data to the web site owners, the Search Performance report will enable a more clearer communication of the data timezone, which is indeed the Pacific time zone. The Search Console report also helps you in exporting performance data over a particular time frame of your choice and it makes easy for you to identify and analyze the trends and changes. All these updates are not yet live on your Search Console account and Google is still in the process of rolling it out.

6 Steps To A Successful Social Commerce Strategy

Recent emerging trends have evolved social media into a commercial platform. Earlier social media provided opportunities for user attraction and engagement through marketing.

Nowadays the dynamic and vivid demands of consumers have made social media platforms to integrate commercial opportunities that gave rise to the term Social Commerce.

What is Social Commerce?

Social commerce as the name suggests is the use of social media networks for selling and not just for marketing. Social media is mainly the point of inspiration for consumers to buy products but with social commerce, you bring the point of sale to point of inspiration.

Social commerce provides a unified shopping experience through browsing, exploring, sharing, evaluation, and SHOPPING over social media networks.

In this digitally competitive world, the most challenging part is to get the consumer to engage with your brand rather than selling. With an effective social commerce strategy, you can fulfill both the purpose through a single channel.

We have formed some steps to guide you about how you can formulate a successful social commerce strategy.

6 Steps to Build a Successful Social Commerce Strategy

1)Social Media Selection Strategy
The first step here is to know the right social media platforms that suit your brand personality, product portfolio, and availability of interested audiences for social shopping.

You don’t need to have a social commerce strategy for all social networks just because there are multiple social media platforms and all have a huge user base.

Every social media has its own unique selling proposition so you need to
find the right fit for your needs. The aesthetics of your chosen social media platform(s) should align with your brand aesthetics for maximum positive results.

For example – If you are a fashion retailer, Twitter might not be the best choice for your social commerce strategy; instead, Instagram, Facebook, & Pinterest might bring better results for you.

2) Develop S.M.A.R.T Objectives

S.M.A.R.T is an abbreviation that stands for:
● Specific
● Measurable
● Attainable
● Relevant
● Time-Bound

If you don’t have an objective or goal that you want to achieve in your mind then any amount of investments or strategies won’t be able to get you results.

Identify what you want to achieve from your social commerce strategy and it should be specific, not vague. Also, it should be measurable so that you can create a more meaningful and performance-based strategy.

The objective should resonate with your brand identity and efforts. Also, you should be able to achieve the given objective and that too in a specific time period.

3) Aggregate Engaging Content
The most crucial element of any strategy relating to social media the quality of content that you will use in the campaign.

Content is what you will showcase to the users in different forms like Images, videos, or text as your social commerce strategy. If the content won’t be engaging or interactive to the users it will cause disinterest that will lead to no further engagement and eventually no selling.

You can create content on interesting or trending social topics that can garner a vast audience.

Besides, you can also aggregate user-generated content from social media to make it a part of your campaign for increased effectivity & influence. This will also help you build social proof along with conversions.

4) Make Use of Consumer Insights
There are various tools available out there like Google analytics that can help you gain insights into social media users and their social behavior.

Once you gain insights into what consumers are looking for, their search keywords, social hashtags used, clicks, shares, likes, comments, commercial activities on social media, and more such details.

You can then form a more refined and detailed-oriented strategy that can bring maximum possible returns on minimum investments. These insights will help you bring in more targeted and personalized elements into your strategy.

This is essential in social media as personalized promotion is highly effective in increasing engagement & conversions.

5) Streamlined Checkout Process
We have focused on the social part of social commerce but the biggest issue that arises is in the eCommerce purchase funnel that leads to cart abandonment and bounce rate.

If you are using social media for commercial activities then it is essential that you make the checkout process as easy, quick, and short as possible so that the user won’t have to waste much time.

Reducing the clicks, webpage redirection, and ultimately easy checkout will help in increasing conversions and sales.

Before forming your social commerce strategy, you should test your checkout process to find out any flaws or issues that can be improved so that it does not affect the real customers.

If you design your social commerce strategy after a comprehensive review and implementation of these 5 steps, you will have more opportunities to achieve your intended goals and objectives.

Social commerce is more than social media marketing, here you are selling along with the usual marketing and one mistake can cost you many customers in the long-run.

If you do it appropriately, social commerce will immensely help you build your brand image, revenue generation, social proof, customer loyalty, and distinct brand identity.

About the Author

Author Name: Alice Herman

Author Bio: I’m Alice Herman and I’m a digital marketer and technical writer. I’m passionate about exploring and writing about innovation, technology, and digital marketing trends.

Author Twitter Handle: @AliceHerman_usa

Optimizing the User-Generated Content On Instagram

Instagram is one of the biggest social media platforms, with more than 1 billion active monthly users. Along with social media platforms, Instagram has also evolved as a leading marketing platform for marketers.

The marketing potential it holds is beyond the imagination of ordinary users. Organizing a user-generated content campaign on Instagram is an excellent way of marketing the product to a larger group of people in an effective way. There are many examples of successful user-generated content campaigns on Instagram.

So, in this article, we are going to discuss what is user-generated content, and how you can organise a perfect user-generated content campaign on Instagram.

Let’s go!

What Is User-Generated Content?

Any form of content that is created by the users of a brand to share their experience with the brand is known as user-generated content. People are not paid by marketers for creating the content. They do it with their own free will. UGC can be in any type like

  • Photos
  • Texts
  • Videos
  • Reviews

There are only some of the significant types of user-generated content. People are allowed to create content in any form.

Now, let’s discuss how to run a successful user-generated content on Instagram.

Steps To Run A Successful User-Generated Content On Instagram

1 Create a brand new hashtag for the Instagram

The first step is to create a fresh and easy to remember Instagram hashtag. You should give and easy way for the audience to submit their posts.

Thousands of hashtags are created every day. So tour hashtag should be unique and tricky enough so that people could remember when they post on Instagram.

2 Encourage your users to share their photos using the hashtag

After creating a hashtag now, it’s time to encourage the followers to use the hashtag while sharing content.

Organizing a UGC campaign is one of the best ways to engage the users and encourage them to share the content using your hashtag.

3 Collect the User-Generated Content

Once you create a hashtag and encourage the users to share the content using a particular hashtag, now it’s time to collect the best user-generated content.

There are many tools available in the market that may help you to curate the content in an organized way.

4 Post UGC along with the regular content

After collecting the best user-generated content for your brand, now its time to plan how to use the user-generated content on Instagram along with the regular content. It’s easy to share user-generated content on Instagram.

Make a plan to post regular content along with the UGC. This is one of the best ways to impress the audience. People love to see and get engaged with the user-generated content on social media.

Embedding UGC, along with the regular content, is one of the best ways to showcase your content to the audience. Always remember to give proper credit to the real owner of the content while using UGC or else you may face some legal issues.