Google has just announced that advertisers will have 4 new bidding strategies. These must offer more possibilities to advertisers than smart auctions in order to achieve their objectives. Google takes the opportunity to point out that to date, 70% of advertisers use automated auctions, including smart auctions. This does not, however, prevent the need for UK WhatsApp Number List personalization on auctions. To meet the needs of SEAs, Google therefore offers 4 new “manual” bidding strategies: Campaign-level conversion setting This option allows you to specify conversion actions at the level of a campaign or a group of campaigns. Campaign level conversions are available for Search and Display campaigns. Previously, conversion goals were set at the account level, not campaigns. Seasonality Already taken into account by smart auctions, the auction seasonality will be manually configurable.

This will allow the bids to be modified according to the current seasonal promotions: sales, Christmas, promotion, etc. Maximize conversion value bidding This new bidding strategy helps optimize conversions against a budget. Value rules Finally, Google announces that in the coming months it will launch “value rules” allowing to differentiate the conversion value according to characteristics such as location, device or audience. All this will make it possible to choose conversion values ​​close to business objectives. All this goes in the same direction: to offer more and more precision in the choice of conversions and auctions, while automating them more and more. The goal is obviously to be as close as possible to the needs of advertisers and to adapt to their acquisition objectives.

Campaign-level Conversion Setting

Posted on May 20, 2019 at 4:40 p.m. To share A must-read for SEOs: Google has just published the 2019 version of the document used by Search Quality Raters. This support makes it possible to assess the quality of web pages and the relevance of search results. The criteria used by Google to assess the quality of web pages and the relevance of search results. Credits: Google. An essential document for understanding Google’s criteria Google continuously evaluates the experience offered to its users. To do this, it employs evaluators, the search quality raters. Their objective is not to penalize or better promote individual sites: their influence is more diffuse, their opinions are used to adjust algorithms at a more global level. To work on objective criteria, they use a support, updated approximately once a year by the teams of the search engine. This document is not the SEO bible.

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It’s not a magic wand either. But these 166 pages deserve careful reading, because they provide a better understanding of the criteria that matter to Google – and therefore those that can influence the ranking of sites in response to a given query. What’s new in 2019 The Search Engine Land site had the good idea to keep a copy of the 2018 criteria to be able to compare them with the 2019 criteria established by Google. Abusive interstitials Details have been added to better assess the disruption caused by advertisements and “additional content” ( Supplementary Content , SC, as opposed to Main Content , MC). The interstitials are now clearly named and singled out . “Certain advertisements, certain additional content and certain interstitials (displayed before or after the expected content) can make it difficult to access the main content (TM).

Maximize Conversion Value Bidding

Pages with advertisements, SCs or other features that distract or interrupt use of the MC should receive a low rating ”(Low rating). Concretely: if you were considering adding pop-ups all over the place to boost your conversions or your advertising revenue, think twice if your SEO performance is of interest to you. Google nevertheless specifies that these inserts are not totally prohibited: “a simple advertisement or an obvious and easy-to-use interstitial is not terribly distracting, but [these inserts] can degrade the user experience. On the other hand, hard-to-close ads that follow the page scroll or interstitials that require you to download an app can be really annoying and make the main content (TM) difficult to use ”. Google’s paragraph on Ads and Additional Content. Credits: Google. Competence of creators Google also wants the expertise of the authors to be better taken into account.

Objective: to promote creators who prove their expertise and talents on a daily basis. A paragraph was added to section 11.0. It invites search quality raters to study the main content of web pages to assess the skill level or talent of creators (in order to enhance expertise). “In the event that the content creator does not demonstrate formal or regular expertise, but does no harm, Medium is an appropriate assessment EAT and Page Quality Another modification made to the 2019 vintage of Google’s General Guidelines: in certain passages, the EAT (Expertise, Authoritativeness, Trustworthiness) indicator is now diluted in the Page Quality. Google General Guidelines, version May 2019 If you have a digital profession and search engine traffic is of interest to your projects, take the time to read this document.

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