Google Algorithm Updates (The Complete Guide 2019)

Google algorithm updates

Google’s Algorithm Updates in 2019

This Guide explains the 40+ new Google’s algorithm updates in 2019 to ensure your site doesn't trigger Google's spam filters. In some cases, you can take advantage of updates to the algorithm and get higher rankings.

 

HTTPS update & HTTPS upgrade checklist

HTTPS update

Since Google publicly acknowledged site encryption is a positive ranking factor in its algorithm and stated its intention to strengthen this factor in coming years— it’s probably a good idea to install an SSL security certificate on your site.

 

If that isn’t motivation enough, as of October 2017, Google Chrome started showing security warnings to users visiting sites without SSL-enabled. The security notice shows up in Chrome's address bar, stating that the website is “Not Secure”, with a strong focus on nonSSL sites containing web forms, and when users visit nonSSL sites in Incognito mode.

 

If you’re wondering what the hell I am talking about, you have probably seen website encryption in action when you log in to your Internet banking or Gmail account.

 

When you see a green padlock at the start of the web address and it has HTTPS at the front, this means the connection is encrypted and the site owner has installed a security certificate and verified ownership of the site.

 

Website encryption provides a direct connection between the user and the website server, a bit like a tunnel.

 

Because it’s encrypted if anybody tries to eavesdrop on this connection any information intercepted will look like gibberish. The only parties who can read the information are the web server and the user. Pretty neat, huh?

 

Unfortunately, installing a security certificate isn’t enough to get an extra boost to your rankings. There is a migration process required to ensure Google picks up everything correctly.

 

I’ve listed basic steps below for upgrading your website without any loss in rankings or SEO juice. But this process is more technically involved than weaving a few keywords into the page, you should read the supporting documentation by Google, ask your developer to do this, and maybe even consider using professional SEO help before completing this process.

 

1. Contact your web host or domain registration provider to install a security certificate. Common fees can range from $50 to $500 per year, depending on the type of certificate.

 

2. Make sure both HTTPS and HTTP versions of your site continue to run.

 

3. Upgrade all internal resources and internal links in your HTML code to use relative URLs. This includes references to HTML files, CSS files, Javascript files, images, and all other files referenced in your HTML code.

 

This means instead of referring to internal resources in the website code with an absolute address (e.g. http://www.yourwebsite.com/logo.jpg), it should use a relative address (e.g. ./logo.jpg).

 

4. Update all of your canonical tags to point to the new HTTPS version of your site.

 

5. Upload 301 redirects for all HTTP URLs to point to the new HTTPS secured URLs.

 

6. Verify the new HTTPS version of your site in a new profile in Google Search Console.

 

7. Upload an XML sitemap to the new HTTPS Google Search Console profile. This sitemap should include all of the old HTTP pages from your site and the new HTTPS pages. We are submitting the old pages to encourage Google to crawl the old pages and register the redirects.

 

8. Update all links on your social media accounts and other marketing materials to point to the new URLs.

If you want a downloadable copy of this checklist, the SSL upgrade steps for SEO are covered in the free SEO checklist at the end of the blog.

 

Before working through the SSL upgrade steps, make sure you or your developer read through the support guides by Google on performing this upgrade.

 

 

An Update on Doorway Pages – Google Webmaster Central Blog An update on doorway pages

A red flag for this tactic is proactively building pages for search engines but keeping these pages hidden from users on your front-facing website. Another red flag is advertising affiliate offers (a.k.a selling someone else’s product for a commission) without creating real value or content for the user beforehand.

 

Steer clear of these two red flags and you will be unaffected by the doorway pages update.

 

To be clear, if your site has a directory structure with multiple pages for cities or service areas, this is fine as long as the pages offer unique and valuable content for uses, such as; unique content, rich text, and images, maps or videos.

 

[Note: You can free download the complete Office 365 and Office 2019 com setup Guide for here]

 

Google’s rank braid & machine learning announcement

Google’s RankBrain

In late October 2015, Google announced that its machine learning artificial intelligence technology titled RankBrain had been secretly influencing the search results. Does this mean sinister superintelligent robots created by the genius minds at Google are slowly taking over our search results? Not really.

 

Over 15% of Google’s daily searches have never been searched before. On these never before seen types of searches, Google doesn’t have any historic user engagement data to ensure it is delivering the right answer.

 

Understandably, Google needs a strong capability to understand the actual meaning behind a user’s search query as they type it into the search box.

 

Enter RankBrain, RankBrain forms connections between clusters of words to get a better understanding of what a searcher really wants, even if the searcher only gives Google a small amount of information.

 

It then delivers a relevant answer to the searcher’s query, even if the results with the best answers don’t necessarily use the exact words as the user.

 

RankBrain is also a machine learning technology, which means it progressively learns from analyzing old searches, so it gets better over time.

 

In the above example, simply by searching “When was Hillary’s husband born”, the first search result lists Bill Clinton’s birth date at the top of the search results. That’s some solid guesswork from Google! We can see Google’s strong capability at inferring the actual meaning behind our search, even though I only hinted at the person I am searching about.

 

This is Google’s rank braid technology at work, forming connections behind the scenes. As popular trends come and go, presumably, this matching technology is automatically applied in new searches and organically changes to adapt with the times.

 

You may be wondering about the impact on professional SEO. The impact is very little. As yet, there have been no disadvantages or advantages reported by SEO professionals, except, it’s as important as ever to ensure your page contains related keywords in addition to your targeted keywords.

 

Always ensure Google has enough information as possible to understand the topic of your page because now it’s possible Google will deliver your page for even more search results.

 

While the implications on applied SEO is very little, if you want to read further the below articles cover this new technology in great detail.

 

The nice folk at Google, Facebook, Firefox and Chrome covertly worked in an underground cave for several years, developing a secret technology that can almost triple the load speed of most web pages. I’m joking about the cave but the technology is very real and now you can use it on your website, too!

 

HTTP/2 is a technology that significantly improves how servers communicate with web browsers, resulting in dramatic speed increases. On February 11th, 2016 the Google Chrome Developers Blog announced the Google Chrome browser’s support of this new technology, while deprecating a similar technology called SPDY.

 

SPDY, the older technology for improving browsing speed, was originally created by Google, so for them to decommission SPDY in favor of HTTP/2 might give you an idea of what Google thinks about this new technology…they love it!

 

If you’re not already familiar with HTTP/2 and wondering what I’m rattling on about, HTTP is the technology that all web servers use to transmit files between web servers and web browsers. The old HTTP standard has been used for about 25 years but is quite old, it wasn’t really designed for the high demands of modern web users.

 

The way it sends files is a bit like doing your grocery shopping by purchasing one item individually, packing it in your car, and then returning to the store to purchase the next item, and continuing this way until finished.

 

When you make a request to load a page from the server, your computer needs to open and close a new connection for each file needed to load the page, and can only have a maximum of 6 concurrent connections per web server.

 

Well HTTP/2 completely revolutionizes the way computers communicate with servers. When your browser contacts the server, the server compresses all the files you need and sends them over in one tiny little package.

 

The end result is dramatically decreased loading times for all web users, or dramatically increased load speeds—however you want to look at it. Needless to say, with Google’s strong ranking advantages associated with fast loading websites, this is a solid technique to have in your SEO toolbox.

 

Feeling skeptical? Check out the below resource comparing HTTP and HTTP/2 speed differences side-by-side. You might be surprised by the difference.

 

HTTP/2 technology demo

HTTP/2 technology demo

While great technology, there are a few caveats. Web browsers only widely support HTTP/2 on websites secured with encryption and security certificates, so you’ll need one of those to get started.

 

HTTP/2 is supported by most browsers and web servers, but it can be a little tricky to set up on your web server, and something that should only be performed by a professional web developer or server administrator.

 

If you want to get started with HTTP/2, the best starting point is to contact your web developer and web hosting company to see if HTTP/2 is supported on your server.

 

I'm going to make a shout out to the smart guys over at Shopify—would you kindly consider enabling HTTP/2 on your servers?

 

Hundreds of thousands of online retailers are missing out on this load speed advantage, significant sales increases, and millions of shoppers are being delivered slow websites as a result of not having HTTP/2 fully enabled… Apologies for the digression, I’ll get off my high horse now.

 

Describing how to install HTTP/2 is well beyond the scope of this blog, with the infinite amount of web server configurations often requiring different installation methods, but the below resources can be a good starting point for technical information on enabling it on popular web servers, if you’re not technically inclined, send them over to your web developer.

 

HTTP/2 Frequently Asked Questions

HTTP/2 Frequently Asked Questions

 

How to setup HTTP/2 support in Apache How to setup HTTP/2 support in Apache and Moving to HTTP/2 with NGINX HTTP/2 Supported in Open Source NGINX 1.9.5 | NGINX

 

In late February 2016, many webmasters reported a significant change in Google’s desktop search results. AdWords ads started disappearing from the right column next to the search results, and instead replaced with 4 ad positions at the top of the results and 3 ad units appearing at the bottom of the search results.

 

Google soon publicly confirmed on February 22, 2016, pay per click ads would no longer appear in an additional column to the right of the organic search results, with the exception of product listing ads for some searches. And for searches with a clear intent to purchase something, the results would show more ad units at the top and bottom of the results.

 

No one knows exactly why Google rolled out this change, but it could boil down to a couple of reasons. An eye-tracking survey released in September 2014 by a firm called Mediative revealed that desktop users are primarily browsing the search results vertically, from top to bottom.

 

Whereas previous eye-tracking surveys performed by the same firm in 2005 showed users browsing the results horizontally, from left to right, and then progressing down the page. Further, mobile users are only presented with vertical search results and ad units.

 

It looks like a move by Google to shape the search results closer to actual user behavior, unify the results between desktop and mobile, and increase high opportunity ad units for advertisers, effectively maximizing revenue for both advertisers and Google in one fell swoop.

 

Initially, both SEO professionals and PPC advertisers were resistant to this change. SEO professionals were concerned organic results were being pushed further down the page while decreasing organic traffic levels.

 

And PPC advertisers were concerned it would increase competition for ad placements while driving up and costs. Actual impacts have been very little, with only minor impacts on ad costs and organic traffic being reported in the community.

 

Perhaps the most remarkable outcome from this update is Internet users’ complete acceptance of additional pay per click ad units occupying a greater portion of the top of the search results, making it as important as ever for SEO professionals to ensure meta title and meta description tags are well crafted and click-worthy for potential visitors.

 

Mobile update part 2

Mobile update

 

Google’s Interstitial update – A.K.A “Death to mobile popups.”

In August 2016 Google announced that on January 10, 2017, websites displaying obtrusive “interstitials” to mobile users wouldn’t rank as highly in the search results, and they would banish this type of advertising behavior from the cosmos!

 

If you’re wondering what “interstitial” means, it’s Silicon Valley techspeak for a popup ad.

 

In other words, with the exception of cookie verifications and legal notices, age verifications, and app install banners, all other popups will lead to poor performance in the mobile search results.

 

I’m on the fence on this update, I know from experience a lot of website owners and business owners achieve significant sales from subscribers that sign up to their popups. Dictating the marketing of website owners to such a degree could be considered an overreach from Google.

 

By making it more difficult for site owners to maximize the sales of their website visitors, are Google encouraging site owners to spend more money on AdWords and remarketing campaigns to encourage more customers to return to their site?... I’ll let you decide.

 

On the other hand, a significant number of websites load unnecessarily slow and make mobile web browsing a clunky, slow and unreliable experience. Quite often, the cause of the slow loading is the site owner clogging up their website with complicated scripts and files that power the popup advertisements—sorry, I mean interstitials.

 

Google has played a significant role in nudging website owners to update their technology and make browsing the web an effortless and usable experience, which is good for the Internet community as a whole.

 

Whatever your feelings about this update, this is going to be a positive change for users. The way we browse the web on our phones will become faster and more reliable as a result. Just ensure you disable mobile popups or you will likely see some dropoffs in your mobile search visitors. Death to popups, long lives browser notifications!

 

Accelerated Mobile Pages

Accelerated Mobile Pages

Have you ever asked yourself, “What are Accelerated Mobile Pages all about, exactly?” If you haven’t, then maybe you should, because the behemoth open source project known as Accelerated Mobile Pages can help sites get a major boost in the search results.

 

So much so, the Google team announced on September 12, 2016, on the Google Webmaster Central Blog that sites equipped with the Accelerated Mobile Pages technology are going to be rewarded with “expanded exposure”.

 

The descriptions are noticeably vague, like most statements from Google, but before jumping to conclusions let’s look at what Accelerated Mobile Pages are all about, exactly.

 

Accelerated Mobile Pages is a collaborative effort between Google, and a gazillion notable publishing companies around the globe, such as Mashable, The Guardian, The New York Times, and many others.

 

The development teams of these organizations have been working together to craft a new technology making mobile web browsing faster, to a significant degree.

 

To their credit, pages enabled with the Accelerated Mobile Pages technology are noticeably fast, snappy and responsive when you view them on your phone.

 

Specifically, Accelerated Mobile Pages is a framework, or a set of tools and guidelines, enabling web developers to build web pages that load blazingly fast.

 

The core elements of AMP involve a specific approach to coding HTML, a JavaScript library that speeds up the delivery of files, and a caching network provided by Google that ensures speedier delivery of the files.

 

Some examples of techniques AMP employs to make mobile web browsing superfast include:

 

1) Only allowing asynchronous scripts. Quite often websites won’t load the page until particular scripts have been downloading in full, with this new restriction it will only accept scripts that load in the background and don’t block the loading on the page.

 

2) Only running GPU-accelerated animations. Believe it or not, some web pages use unreasonably complicated scripts causing your mobile’s processor to slow down, with this restriction the AMP creators are forcing simpler calculations on websites that can be processed quickly by the graphics processor on your phone.

 

3) Prerendering, A.K.A. loading pages in advance. Another powerful technique, pretending intelligently loads pages you are likely to visit in the background so that when you get around to visiting them there’s no need to wait for it to download.

 

The above examples are only a few of the many techniques the authors of AMP use to make websites load significantly faster on mobile phones.

 

If you want to check out which platforms support this technology, the folks over at the AMP project have created a list of websites currently providing AMP capability.

 

Supported Platforms, Vendors & Partners Supported Platforms, Vendors and Partners

 

Getting Started with AMP

Getting Started with AMP

While AMP provides a significant boost in speed and benefits for site owners and their users, to be honest, there is a solid amount of work required to enable it on your site.

 

Its likely AMP may not even fit in with your current design or templates, requiring retooling your website layouts and elements to fit in with AMP’s guidelines. The speed boosts are significant, however, so it may be worth considering implementing on your site.

 

Coding with AMP technology is well beyond the scope of this blog, however, the folks over at Google and AMP have put together all-encompassing guides that are updated regularly, making it easier for yourself or your developer to put this technology to work.

 

Google's Hawk update and its impact on local SEO

Google update

 

Google Becoming Apple's Default Search Provider for Siri, iOS, and Spotlight on Mac OS

Google's state-of-the-art search technology likely took part in this decision... And, possibly, just a guess, the $3 billion annual contract Google is now paying Apple to remain Apple's default search provider on iOS devices—I'll let you form your own opinion on whatever the final deciding factor was but moving on...

 

Part of the agreement requires all searches through Apple to be encrypted and anonymized, to ensure Apple's enduring stance on safeguarding privacy for users. Good news for Apple users.

 

You might be wondering what this means for the average user or business? Well first up, with close to a billion iPhones in active circulation worldwide—it's certainly going to lead to more traffic and customers for businesses performing well in the Google search results.

 

Secondly, well, we're not really sure what the other impacts may be. With increasing voice search popularity, including Siri, it might become more important for business owners to ensure their business names are easy to pronounce...

 

Either way, it's blue skies from here for site owners performing well in the Google search results—more users mean more customers and more sales.

 

Google's MobileFirst Index coming up in 2019

Google's Mobile

At a crowded symposium at SMX Advanced in Seattle, on June 13, 2017, Gary Illyes, Google's Webmaster Trends Analyst, discussed a significant upcoming update titled the MobileFirst Index, saying after initial delays, it is likely to be released sometime early 2018.

 

The MobileFirst Index has been a long-term initiative by Google to improve mobile search, to ensure users are delivered with fast and usable websites. Illyes stated the longstanding goal for Google is, eventually, over several years, the mobile-first index will only deliver sites that fully support mobile.

 

But the plan is to initially roll out the update in a way that doesn't affect nonmobile friendly sites too much, in other words, sites that only support desktop won't drop off the mobile search results completely. But one direct quote from

 

Illyes is rather striking, "Mobile first means mobile first. It only means that we'll look for mobile content first."

Probable outcomes and action steps for site owners.

 

If your website doesn't cater to mobile users, then it's likely it will get pushed down even further in the results when Google releases the mobile first update in 2019.

 

If you haven't jumped on the mobile bandwagon by now, with mobile traffic currently making up around 65%75% of traffic for a lot of sites, you are missing out on traffic right this very second, and it's a possibility you will eventually completely fall off the mobile search results.

 

Keeping up to date with Google's updates

Keeping up-to-date with Google's updates

As of the last couple of years, Google updates have become progressively frequent. While I understand the constant changes by Google might make you feel like banging your head against the wall and doing a nudie run through the office, don’t be disheartened.

 

It can be easy to keep up and the resources below are great for staying updated. If there’s a significant update to Google's algorithm, it will be covered on at least one of the following pages.

 

 

You don’t need a crystal ball or secret informer at Google to get a general sense of what’s on the horizon. After reviewing decades of updates made to Google’s search algorithm, or just previous months, it’s easy to get a general idea of what changes Google is likely to make.

 

Before looking at what’s coming up, let’s look at what previous Google updates have in common. Almost all previous updates can give us insights into upcoming updates. Previous updates generally focus on two things; 1) filtering out spam and low-quality websites, and 2) making the Internet and Google a better user experience.

 

To figure out what Google may be working on, we should look at possible improvements with these qualities, and also updates Google has publicly acknowledged as being on their agenda.

 

Security

Security

Google has already publicly admitted user privacy and security a strong area of focus. After the HTTPS update rewarding websites secured with SSL certificates in 2014, and Google Chrome’s security warnings on nonSSL secured websites in 2017, Google will continue this trend, increasing the strength of SSL-secured sites in the results, and possibly eventually even penalizing websites that are not SSL-secured.

 

 Quality

Penguin updates are generally those made by Google focused on link quality. Panda updates are typically focused on content quality. A solid update or refresh for each of these areas usually happens once or twice every year.

 

While Google is remaining tightlipped on these updates, it’s likely Google will improve its accuracy in finding low-quality, nonrelevant spammy type links. Google may also make further updates devaluing websites with low-quality content, scraped content, over aggressive ads, or providing a low-quality experience for users overall.

 

Trust

As more traditional businesses move online, leading to increased pressure on Google from commercial advertisers, we may begin to see fewer results for sites perceived as part of a bad neighborhood showing up in search, and businesses performing dubious business practices.

 

This includes sites such as those streaming illegal versions of TV shows and movies, sites with unethical or illegal content, sites using shady marketing practices such as private blog networks, or even sites being mysterious or vague about who actually owns and operates the site.

 

Authoritative brands with large social audiences and brand recognition will likely continue to be rewarded with higher positions.

 

Mobile

While we are already aware of the upcoming MobileFirst Index, and its progressive rollout to minimize initial harm on desktop-only sites, Google will continue working on this area, likely further working mobile user activity into their ranking signals.

 

An astute observation by Searchmetrics in their Ranking Factors Survey provides a good insight into this longterm trend and what to expect from Google in coming years, “Links are becoming ever less important with the continuing proliferation of smartphones, as content that is consumed on the move is rarely linked but rather shared with friends.”

 

Search result layout changes

Search result layout changes

I am not a psychic and I cannot see into the future—the above are just educated guesses. Don’t run out and change your whole business based on speculation. That said, keep these areas in the back of your mind, so you don’t get caught with your pants down from a Google update.

 

Focus on improving the quality of your site, provide good mobile support, earn good quality backlinks, improve your security for users and increase the social media activity associated with your site.

 

If you focus on these areas it’s unlikely you will run into any major problems, and you will increase your online performance at the same time.

 

Bonus blog 2: The quick and dirty guide to pay per click advertising with Google AdWords.

Why bother with pay per click advertising?

 

You would have to be as crazy as a box of weasels to pay each time someone visits your site with pay per click advertising when you can rank high in Google for free, right?

 

Not necessarily. pay per click advertising has some advantages over SEO, with PPC campaigns you can

 

Ensuring success with research and a plan

Ensuring success with research and a plan

Like all marketing projects, for an AdWords campaign to be successful, you need to start with research and a solid plan. Without first defining your goals, and designing a robust strategy to achieve them, it's impossible to create a successful marketing campaign—you'll have no way of determining if the outcome is successful!

 

Here are some important questions to ask yourself before you get started:

  • What is the objective of the campaign? Sales, web inquiries, signups, or branding?
  • What is the maximum monthly budget you can afford?

 

What is the maximum cost per inquiry, or cost per sale you can afford? For example, if you are selling snow jackets for $100, and your profit margin is 20%, you really can't afford to spend much more than $20 on each customer you acquire.

 

Write this figure down, and review it later. You may need to first run a small test campaign to determine if pay per click is profitable, and the right tool for marketing your business.

 

What are the most common characteristics of your customers? For example, if you're selling late night pizza delivery in New York, you don't want to be paying for the lovely folk in Idaho searching for late-night pizza delivery.

 

Write down your customers’ common characteristics, and later in the settings recommendations, if there's an option to target these customers, I'll tell you how to target them.

 

How to choose the right kind of keywords

It's the moment you've been waiting for. The keywords! Precious keywords.

Just like SEO, getting your keywords right with AdWords is critical if you want a successful campaign.

Unlike SEO, with AdWords, there are different types of keywords called keyword match types. I've listed the main keyword match types below.

 

How much to pay for keywords

How much to pay for keywords

A burning question for AdWords newbies is, how much should I bid on my keywords?

There is no clear answer to finding your ideal bid price. You should only pay for what you can afford. You can find out how much you can afford by doing some simple math.

 

For example, let’s look at an example scenario:

  • You're selling video courses for $200.
  •  For every 100 visitors, 3 turn into customers. This is a conversion rate of 3%.
  • If you bought 100 visitors at a cost per click of $3, this would cost $300.
  • With your 3% conversion rate, you will have made $600 in sales, and a profit of $300

 

So to calculate your ideal CPC, I’m sorry to say, you do need to sit down and do some math and figure it out. It cannot be avoided. But to keep it simple, you should only pay what you can afford—otherwise, you should be spending your marketing dollars elsewhere.

 

Here's the catch, you can only find out what your cost per click is after running your campaign for a while when you have accumulated some data. So, run a small test campaign, to begin with, to collect data. Use the information to make projections, and only pay what you can afford in a larger, more serious campaign.

 

In case you’re wondering how prices get calculated, the Google AdWords cost per click network uses a bidding system, which means you are taking place in an auction with competing advertisers. By increasing bids, your ad position increases, leading to more traffic or customers to your site.

 

Here is where it gets interesting. Google awards an advantage to advertisers showing ads with high quality and high relevancy. This is Google's Quality Score technology. Ads with a higher number of clicks and relevancy are awarded a higher Quality Score, and subsequently, receive increased ad positions and cheaper prices!

 

Keep this in mind when writing ads and choosing your keywords. Your ads should be relevant to achieve the highest Quality Score possible, so you can receive the cheapest cost per click.

 

AdWords settings for getting started

AdWords settings for getting started

The single most important factor to ensure your campaign is successful is to fill out all of the settings when you set up your campaign. Whatever you do, do not rush through the campaign settings, otherwise, you will end up paying for advertising to people who have no interest in what you're selling.

 

I've listed recommended AdWords settings below for reference, but if you are not setting up your AdWords campaign right now, feel free to skip to the end of this blog for closing recommendations on reviewing AdWords campaigns for longterm success.

 

1. If you haven't done so already, create an account at http://adwords.google.com. When signing up, enter your Google account, or let the tool create one for you if you don't already have one.

 

2. Once fully signed in, click on the big button “Create your first campaign”.

 

3. Campaign name:

Enter a descriptive name for your campaign.

 

4. Type:

Choose “search network only” from the drop-down. This is important. Make sure you select this option, unless you know what you are doing, otherwise you will also end up buying advertising on less relevant sites.

 

Select “All features All options for the Search Network, with Display Select”. Why would we want to restrict ourselves and give ourselves fewer options and features? Choose it, the features are awesome. Trust me.

 

5. Networks:

Unselect “include search partners”. We want to advertise on Google, not other smaller, potentially less relevant sites.

 

6. Locations:

If you are targeting customers from a specific area, country, state or city, enter the most relevant setting for your customers here. Whatever you do, don't forget about this setting, otherwise, if you're a local business you'll end up buying advertising halfway around the world!

 

7. Bid strategy:

Choose “I'll manually set my bids for clicks”. This allows you to make sure you are only setting cost per click bids you can afford. More on setting bids later.

 

8. Default bid:

Enter any number here, we are going to change it later.

 

9. Budget:

Enter your daily budget.

 

10. Ad Extensions:

Ad Extensions, otherwise known as site links, are a great way to encourage more clicks to your site. Enter as many relevant entries as you can, if you have an office address and phone number, use it.

 

11. Schedule:

If you are only open during certain business hours, enter the hours you want to be running ads here. For some businesses, it's OK to run your campaign 24/7, because some customers will send an online inquiry if they arrive at your site outside of business hours.

 

If you are selling something like local food, such as a pizza shop, you might want to restrict your campaigns to only run during your opening hours.

 

12. Ad delivery:

Choose “Rotate indefinitely. Show lower performing ads more evenly with higher performing ads, and do not optimize”.

Why would you want to choose this, you might wonder? You want to run your ads evenly, so you have reliable data when you review your ads, and can objectively see which ads are performing better for your goals.

 

You can leave the rest of the settings, for now, hit “save and continue”, and you're good to go with setting up the rest of your campaign.

Optimization tips for tweaking your campaign for better profit.

 

I've touched on a handful of secrets of successful pay per click campaigns, but I'm going to cover the most important technique for pay per click success.

 

Review your campaign regularly

Leaving an AdWords campaign running without keeping your head around the performance is like leaving a freight train running without a driver.

 

Regularly review your ad, ad group, keyword, cost per click, and cost per conversion performance. This will allow you to back the winning horses of your campaign and swiftly cut the losers.

 

Fortunately, the AdWords platform offers endless opportunities for deep insights into the performance of your campaign.

As a starting point, below are example areas in your campaign to regularly look over:

 

Ad group performance. Review click-through rates, cost per click, and cost per conversion. Allocate more funds from your campaign to winning ad groups, and decrease funds or pause losing ad groups if you see any obvious trends.

 

Ad performance. Look for winning ads with higher click-through rates, lower cost per clicks, and lower cost per conversion. Pause expensive ads, and create new ads to most split based on your winners. Progressively build up new ads with higher click-through rates into your campaign over time.

 

Keyword performance. Review which keywords are running at a higher cost, which keywords have low-quality scores, and see if you can pause any overly budget-draining keywords with low conversions.

 

Using Accelerated Mobile Pages in AdWords campaigns to accelerate your sales

Late September 2017, Google rolled out Accelerated Mobile Pages (AMP) support for AdWords campaigns. Why is this important? AMP significantly increases the load speed for mobile users.

 

Faster load times equals higher conversion rates, and higher conversion rates mean more sales. In fact, the smart lads over at Google's AMP team reported increases up to 80% in mobile conversion rates, and a 31% drop in bounce rates, in initial tests with a select few e-commerce retailers.

If you're running a medium to large sized AdWords campaign, it's worth taking a look.

 

To say implementing AMP is extremely technically involved would be an understatement—it's something that should only be handled by the deft hands of a highly skilled web developer, and beyond the scope of this blog.

 

But the potential upside in sales makes it worth a look for medium to large campaigns. You can forward the official documentation by Google below to your web developer to see if it can be done, and read up on Accelerated Mobile Pages, in the “Google's Algorithm Updates” bonus blog later in this blog. 

Using AMP for your AdWords Landing Pages Google AdWords https://developers.google.com/adwords/amp/landingpages

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