Google have announced they will be removing accelerated delivery for daily spend.
The news broke recently as Google reported preference to using standard delivery. This change is due to come in on 17th September. But what exactly does this mean for business’ ad spend?
Well, to start to answer this question we need to explore the difference between the two bidding strategies…
The difference between standard and accelerated delivery
Accelerated delivery: Google works to spend your daily budget as quickly as possible.
Standard delivery: Google works to spend your budget evenly throughout the day.
Many people ask, “What’s the point in accelerated delivery? Why would I want to do that?” – it’s a good question as the prospect of Google working to spend your budget quickly immediately conjures thoughts of budgets depleting. Budget depletion can and does often happen when using the accelerated delivery. However, if you are not spending the allocated daily budget, it could be the solution.
The standard delivery is based on Google’s prediction of search volumes, click costs and how this fits in with your budget. However, with Accelerated delivery, there is a stronger chance of spending the entire allocated budget.
Where do you find this option?
Assuming you are running a campaign with all features enabled and it’s not 17th September 2019 yet, you can find this in settings under the budget section. There is a dropdown menu called ‘delivery method’.
How often do you use accelerated ad spend option?
Honestly, not a lot. Using the standard delivery method avoids budget depletion, provides a predictable flow of clicks throughout the day and can work to keep click costs down. With clients with large budgets it can be beneficial to show up more often and reach more people but for many business owners the option of saving money can be sweeter than having as much traffic as possible.
We will miss having the option, but it’s not one that has been used a lot from our side. Want to find out more about how this change will affect your results? We’re here to help, contact us today.
You may have heard a variety of responses to the question, “how long will it take to see results from SEO?”
Well, let me respond with this question; how long is a piece of string? We have seen results within a couple of weeks of working on a site’s SEO (search engine optimisation). We have also seen it take 3 months to make an impact. It all comes down to the individual website and what work needs to be undertaken to achieve results.
Business owners often know they need to integrate SEO in their overall marketing strategy. More often, these people want results as soon as possible. Unfortunately, it’s not always so simple. SEO work can be hard with a lot of time and effort needed. Sometimes, the short-term or quick-fix options can be exactly the ones that cause long-term damage to your site. For example, getting hundreds of backlinks to your website all in one go might give you a heap of traffic in the short-term. But, it’s not always the most relevant traffic and a sudden leap in the number of backlinks could land you in hot water with Google.
Why do SEO results vary in time?
There are a number of factors at play when it comes to SEO, but for now we’ll break it into two answers:
The website itself is different to other websites. No two businesses are the same – their websites and marketing strategies won’t be either.
The goals of the SEO work vary. For example, if a business owner is looking to get 10 new customer enquiries a month this will require a different SEO strategy to someone who is looking to get 50 new newsletter sign ups per month.
What website factors affect SEO?
The complexity of the timeframe of SEO results is highly predetermined by the current state of a website. Such factors include (but are not limited to):
The age of the website (although this has been debated)
The current domain authority
Errors and hosting reliability
Mobile responsiveness and/or optimisation
It’s worth noting that Matt Cutts from Google has previously described the impact of domain age as ‘very little’. Google want to provide an even playing field for all websites. However, experienced SEO experts have seen a difference in newer sites vs. older sites in regards to ranking.
There is no conclusive answer to “how long will SEO take to work?”, it comes down to the factors mentioned above. The best option would be to work out your business goals and then work out how SEO will help you achieve these.
If you would like us to help you identify what would help improve your SEO, get in touch to discuss.
Don’t despair… here is a simple guide on ‘keywords’
What are keywords?
In simple terms ‘keywords’ are the words, terms and phrases that you want to show up for when people type a query into a search engine to find products, services and information that they are looking for.
For example, let’s say you sell filofaxes and want to show up for “red leather filofax”. With some clever marketing techniques, you optimise your website for this term and when someone searches for “red leather filofax”, your website shows up. Simple huh?
Working out your keywords
Google’s advice on the matter has always been, ‘think like a customer’. In other words:
First, think about what products or services you offer
Consider which words and terms people are likely to use to find these products or services
Include your keywords in your website
Where possible, try to be realistic. There is a lot of competition out there and just because you used the term ‘nail varnish’ on your page doesn’t necessarily mean your site will show up every time someone searches for it. You may want to consider using long-tail keywords (longer key phrases with more detail).
How do keywords work in practice?
Think about the industry that your business/product or information is about;
Hair & Beauty
Think about the location of your business, who are your potential customers/ clients? What brands do you use? Why should customers/clients come to your business over your competitors?
An example of this could be that you are a business owner of a Beauty Salon. A couple of keywords that are associated with your type of business could be:
Beauty salon Swansea
Shellac nail salon
Beautician in South Wales
Massage for joint pain near me
A tool to help you find keywords, terms and phrases is Google’s Keyword Planner. Here you will also have an insight as to how often each keyword has been searched for.
There are many keywords, terms and phrases that can be added to this list including the services that you offer, brands that you use, your location and the locations that you offer you services and products in.
Having a list of keywords associated with your business now enables you put them to good use for your business.
If you’re looking to see what keywords your site already ranks for (shows up for) our top geeky recommendation is to check out Moz’s link explorer. Whilst a paid version of this tool does provide more information, you can still get a lot of data from the free version and it’s easy to use.
Keywords and your website
With the keywords that you have found incorporate them into your websites content. By doing so it allows the search engines to identify that your site is relevant to what your potential customer/client is searching for.
Remember that your websites headings, subheadings and website text are all important so don’t forget to include the keywords in each area if possible. Although remember ‘keyword stuffing’ *technical term* where keywords are used excessively is not the way to go about it as the search engines will identify that this has happened and will not class your website as relevant in the searches. So remember to be human when writing your content and ensure that it reads correctly whilst popping those keywords, terms and phrases in where you can.
Where has the time gone? We have already reached the sixth month of 2019, but what else does the year have in store?
We *should* be in the swing of our summer months but we seem to still be walking around wrapped in coats and holding umbrellas to dodge the great British weather. Having said that, we have been lucky enough to have enjoyed a few weeks of the blissful sun where we start to say “ This is it…our summer is here!” then reality hits as the following day resorts back to the good old weather that we know best as we breeze into month six of 2019.
Despite the weather, here at Alix Digital we’ve had an incredible past six months. A lot seems to have changed here at Alix Digital and we’re delighted to share what we’ve been up to:
The New AD Office
An exciting milestone for Alix Digital as we moved into our new Alix Digital HQ in Fforestfach. As a team we have worked hard to get our office to what it is today. From finding the perfect spot to decorating… as many of our clients have seen whilst visiting, the new office has been Alix Digitalised!
Alix Digital Turned One
On May 14th 2019 Alix Digital Turned One! A year to the date Alix made the hardest decision of her career. She wrote out her notice to leave a job that she loved at a wonderful company to follow her dream of running her own business. But it has been one of the best decisions to date that Alix has made and as a result Alix Digital is growing from strength to strength… we can’t wait to see what the next six months of 2019 and beyond has in store for the company!
The Zokit Awards
We were ecstatic to be invited to the Zokit awards in Cardiff where our Director Alix was a finalist for two awards; Young Entrepreneur and Engaging Speaker. It was a wonderful day and great to meet other lovely businesses.
We also cannot forget to mention that we were gifted a lovely set of business cards from Minuteman Press following their prize draw after the Zokit event! Thanks again guys.
Digital Marketing Training
We love sharing the knowledge with our clients and delegates. That’s why we’ve been out and about training companies all over the UK, helping them to bring some digital marketing knowledge in-house.
Not only that, but we’ve been running our own open training too. Our most recent training being a Google Ads workshop in Llanelli which was great fun to deliver. We also had some lovely feedback. Here is just one of the testimonials that was left after the Llanelli workshop…
“I signed up for Alix Digital’s Google Ads Course hoping to gain some awareness about PPC Ads … But I left with vastly more. Alix covered everything from selecting the most appropriate keywords for my business using Google Adwords, to setting up the Ads Account and navigating through the platform and bidding process. I learned lots of simple tips and techniques to ensure I improve my ads and get the maximum return on investment. I went on the course as a novice with very little knowledge of Google Ads. However, on completion of the course I now feel equipped and have confidence to set up a Google Ads campaign. Not only was the course both fun and challenging but Alix’s direct feedback for improving my Ads copywriting was invaluable. She has a calm and logical method of teaching that truly connected and inspired me. I can’t speak highly enough of this course”. – Suzanne Hanbury – Gravity Virtual Assistance
Bad news for anyone hoping to produce a Google Ads report for the last month. Unfortunately, advertisers have been met with the following notification within their Google Ads interface; ‘Reporting Issue – Google Ads reporting for April 30 and May 1 (Pacific Time) is incorrect. We will update this message when the issue is resolved and the data is corrected.’
If, like at Alix Digital, you typically produce monthly reports as standard, you may be a little frustrated after Google announced; “A bug caused Google Ads reporting to show incorrect performance data for April 30 and May 1. We are working to resolve the issue quickly.”
We at Alix Digital would suggest to anybody using Google Ads to avoid making any major decisions or account changes based on data from 30th April and 1st May until the bug has been fixed and all retrospective data has fully collated.