What is average position? When you’re competing in the Google Ads auction, you’re assigned an Ad Rank based on your bid and your Quality Score. Ad Rank, in turn, determines where your ad lands in the paid search results—it determines your ad’s position.
Ad position refers to the ordering of the paid search results, but not the location of the paid search results. In other words, if you achieve the top ad position (1) in a given auction, that doesn’t necessarily mean that your ad is showing at the top of the SERP. It could very well be showing under the organic search results.
As such, your average position doesn’t tell you the whole story in terms of where your Search ads are showing. Certainly, this caveat has caused business owners and account managers alike some confusion.
First, let’s talk about why Google Ads is doing this. Then, we’ll dive into some of the reactions from WordStream employees and other PPC experts. We’ll wrap up with some perspective and a couple action items.
Why is average position going away?
In short: because Google doesn’t think it’s a terribly useful metric anymore.
Accordingly, last November, Google Ads rolled out a suite of new metrics pertaining to auction performance and SERP visibility:
Top impression rate tells you the percentage of your total impressions that are coming from the top of the SERP (above the organic results).
Top impression rate = Top impressions / Total impressions
Absolute top impression rate tells you the percentage of your total impressions that are coming from the very top of the SERP.
Absolute top impression rate = Absolute top impressions / Total impressions
Top impression share tells you the rate at which you’re turning opportunities to appear at the top of the SERP into actual impressions at the top of the SERP.
Top impression share = Top impressions / Eligible top impressions
Absolute top impression share tells you the rate at which you’re turning opportunities to appear at the very top of the SERP into actual impressions at the very top of the SERP.
Absolute top impression share = Absolute top impressions / Eligible absolute top impressions
In the announcement post, Google Ads product manager...
Facebook, of course!
Don’t just take my word for it. According to Facebook reports, by the end of 2018, 2.32 billion users were on the platform. If you had any doubts about your audience being there, set them aside – your potential customers are most certainly there, regardless of your industry, business size, budget, or goals. Sure, Facebook has had its fair share of bad publicity, rising costs, and targeting changes in the last year; however, the tech giant continues to reign supreme as the least expensive online advertising channel and its robust targeting options are incomparable to others.
If you’re looking to get started with Facebook Ads for ecommerce to propel your marketing efforts and drive sales, keep on reading. In this guide, you’ll learn:
How to identify your target audiences on Facebook
How to select the proper Facebook campaign objectives
How to set your accounts up for Facebook ecommerce success
First Things First
Before you begin driving ecommerce sales, let’s take a few steps back and lay the foundation of your account. Begin by setting up an advertising account for your business in Facebook Business Manager. This is where you will house all of your business assets, such as your business Page, Ads Manager account, and your Catalog (more on this later).
Next, whether you are ready to begin advertising or not, generate the Facebook Pixel in Ads Manager and implement it on your website. With this pixel installed, you can begin tracking users for future benefits, such as custom audience creation and targeting, and tracking both overall performance and conversions. You can also use pixel-generated data to improve your ecommerce campaigns.
If you are not quite ready to launch your campaigns, you should still complete these steps. This will save you time down the road, and you will be ahead of the game by having data and audiences already accumulating for your later use.
Funnel-Based Facebook Campaigns
Facebook currently offers thirteen campaign objectives, as seen below...
On average, American non-farm labor productivity has soared since 1950. But when we look at the American construction industry in particular, the trend is the exact opposite.
If you want to zoom in even closer, check out the productivity gap between the manufacturing sector and the construction sector since the mid-1990s:
Via McKinsey & Co.
A figure as stark as that one leaves a single looming question: Why?
The short answer: bad organization, insufficient communication, poor planning, and a startling lack of accountability.
Essentially, we can attribute the decades-long decline in American construction productivity to the absence of a centralized collaboration solution where the people doing the work can make better decisions together.
Allow me to introduce you to Touchplan.
Unlocking Your Full Potential
Dedicated to making construction sites run more smoothly, Touchplan is a completely web-based, fully collaborative software that helps everyone on your team get—and, more importantly, stay—on the same page for the duration of the project at hand.
It all starts with a plan.
When you start a new project within the Touchplan UI, you’re given a customizable schedule. Here, you and the rest of the project team decide on and create digital sticky notes to mark the work needed to complete the project.
Looking ahead in the plan to see what work is coming up.
Each ticket holds three crucial pieces of information: a task, the people who will complete the task, and how long the task will take to complete. Since the tool is allocated to the entire project, everyone on your team has full access to the schedule at all times.
Already, we can see why Touchplan works wonders for its clients in construction: It vastly improves organization, communication, planning, and accountability by empowering teams to make better decisions.
Adding a milestone to the larger plan.
The ability to break down the plan into succinct daily and weekly schedules makes short-term collaboration a breeze. Plus, thanks to an intuitive drag-and-drop interface, you can easily update tasks across your plan in real time according to what’s actually happening in the field.
And everyone on your team will see it instantly. Once everyone’s approved the new plan, it’s locked, loaded, and ready to be done.
We don’t want you clicking around to a bunch of different sites every morning, hurriedly trying to figure out what’s going on with Google Ads or Instagram Stories.
If you’re a restaurant owner, that’s time you could use to perfect tomorrow night’s special. If you’re an account manager at an agency, that’s time you could use to get a better understanding of your clients’ verticals.
Regardless of what you do to put food on your table and fund your drunk Amazon Prime purchases, there’s almost always going to be a better use of your time than keeping up with the latest online advertising news.
Sup, Friday at 3 a.m.
That’s why we’re going to regularly publish an online advertising news round-up that covers the most recent developments across search and social.
You have more time to run your business. I have a purpose in life. Everybody wins.
Google Ads rolls out click share metric to Search advertisers
Within the next few weeks, all Search advertisers will see a new metric at the campaign, ad group, and keyword levels in their Google Ads accounts: click share.
Available to Shopping advertisers since 2015, click share is a metric that measures the rate at which you’re turning potential clicks into actual clicks.
Click Share = Clicks / Potential Clicks
So, if your ad is eligible for 1,000 clicks over the course of a month and it attracts 80, your click share for that particular ad is 8%.
How does Google know the number of clicks your ad could have driven? It calculates an estimate based on how your ad would perform if, for example, you leveraged more ad extensions.
Sitelink extensions tend to attract clicks.
For the sake of clarity: click-through rate (CTR) is a metric that measures the rate at which you’re turning impressions into clicks. Yes—the difference between CTR and click share is small.
If your click share is low, that means there’s potential for you to drive clicks at a higher rate. As far as how you can approach doing so, we’d recommend the same tactics you already use to improve your CTR (e.g., use callout extensions to highlight special offers).
If you find out that your account has a low click share, don’t panic—and don’t respond by immediately increasing your bid and/or daily budget. That’s an option you resort to after you’ve tested out some new ideas....
Why? Because a surefire, tried-and-true way to guarantee that I won’t watch something is to tell me that I have to watch it.
Oh, do I have to watch Game of Thrones? Do I really? Is it really that important that I consume one of the most critically acclaimed, universally adored, and culturally relevant pieces of entertainment of this decade?
My refusal to watch the things people tell me to watch is probably tied to some deep, unrelenting psychological drive to maintain complete control over my own life. But that’s neither here nor there.
I’m breaking my own rule today. Although it’s something I’ve championed against for several years now, I’m going to recommend some podcasts I think you’ll all appreciate.
Do you have to listen to any of these? Nah. Would it behoove you to check some of them out? You better believe it, pal. Each one brings unique experiences and perspectives to the table, thus giving you tons of new ways to think about growth, marketing, and management.
Here are eight podcasts from which marketers and small business owners alike can glean actionable insights and, generally speaking, improve their lives—both professionally and personally.
1. The Growth Lab
We’ll kick off this list the same way my mom liked to kick off the weekends at Stonehill College: with the new kids on the block.
Launched in February 2019, the Growth Lab is the official podcast of LOCALiQ—a digital marketing firm that helps businesses grow online.
It’s a weekly podcast (available for download every Tuesday morning) hosted by SMB experts Tracy Oswald and André Archimbaud. Each week, they sit down with someone who’s achieved long-term success with his or her own business.
You can expect to walk away from each installment with at least one strategy or idea that you can implement at your own company.
I certainly did. The inaugural episode features an interview with Bryan Kramer—an American businessman and author who’s perhaps best known for initiating the H2H (human-to-human) movement in business.
Over the course of this episode, Tracy and André talk to Bryan about branding. More specifically, they discuss various strategies that SMBs can implement to focus less on selling products or services and more on making connections with people.
They recommend this approach for a number of reasons....
And once they’re stuck there, it’s difficult to reach the inbox again.
That’s why we asked AWeber’s Director of Deliverability Karen Balle to explain how you can escape the spam folder.
Multi-million dollar companies seek Balle’s advice on reaching the inbox. This is the same 6-step plan she lays out for them. And now, you can use it too.
Step 1: Make sure you have permission.
It’s illegal to send emails to people who haven’t subscribed to your list. It’s also a great way to go to the spam folder.
So, if your emails are going to spam, review your email lists to make sure all of your subscribers opted in to receive content from you.
If you purchased one of your lists or all of your lists, delete those subscribers from your email marketing platform. They’re just hurting you. Plus, they didn’t give you permission to send them emails anyway, so they are much more likely to mark your emails as spam or not open them at all.
If you’re not sure whether your lists are purchased, review subscribers to see how they joined. (You can see these details under Subscriber Management in AWeber.) Look for large lists of imported subscribers. Make sure you have a record of how you acquired these subscribers.
Related: The Ugly Truth about Buying Email Lists
Balle also recommends using confirmed opt-in (COI) emails for every new subscriber. A confirmed opt-in email is a message that’s automatically sent to people who fill out your sign up form. It asks them to confirm they want to join your list by clicking a link or button in the message.
Internet service providers, like Gmail and Yahoo!, are more likely to deliver your emails to the inbox when you use COI emails. And on top of that, COI messages keep spam robots off your email list. Spam robots are automated computer programs designed to find sign up form code on your website and submit fake information to join your list. (Nobody wants a robot on their list. It’s difficult to tell them apart from real subscribers. And they decrease your open and click-through rates.)
Related: Writing Confirmation and Welcome Emails People Love
Step 2: Find the type of content your audience loves.
Often, your email reputation is damaged because your subscribers aren’t engaging with your emails. If your open rates are below 15% and...
In the two weeks leading up to February 14th, inboxes are flooded with unique V-Day sales and promotions. So how do you stand out from the masses this year?
Take advantage of AWeber’s free 2019 Valentine’s Day GIF guide.
We know how expensive it can be to buy creative, high-quality images and GIFs, and how time consuming it can be to create them yourself. So go ahead and add these heart-warming GIFs in your emails, social posts, or website — for free. It’s our Valentine’s Day gift to our wonderful blog readers and subscribers!
Not an AWeber customer yet? Create your FREE account right now, and see how easy it is to use one of these GIFs in our Drag-and-Drop message editor.
Download Your Valentine’s Day GIFs
Step 1: Find the animated Valentine’s Day GIF below that you want to use in your email.
Step 2: Save it to your computer by either right clicking the GIF and selecting “Save Image,” or by dragging the GIF to your desktop.
Step 3: Upload the GIF into your email template.
Related: Everything You Need to Know about Using GIFs in Email
2019 Valentine’s Day GIFs
Popping Balloons GIF
Want to make your emails “pop”? Use this fun balloon GIF.
Valentine’s Day Sale GIF
Glow bright in the inbox with this neon sale sign.
Happy Valentine’s Day GIF
Make your subscribers’ hearts burst with this GIF.
Best Valentine’s Day GIFs
Here are some of our readers’ all-time favorite images from past V-Days.
Candy Hearts GIF
What’s almost as good as candy falling right into your mouth? This GIF.
Love You GIF
Tell your subscribers how much you love them with this GIF.
What do you call a very small Valentine?
A Valen-tiny. Just like this small heart GIF!
Happy Valentine’s Day GIFs
“You must be a keyboard, because you're just my type.” No cheesy pick up lines required. Get the message across with these two GIFs.
Candy Heart “Hugs” GIF
Give your subscribers a hearty hug this V-Day.
Show your appreciation year round
Want to show your love for your customers the other 364 days of the year? Here are some clever ways to deliver awesome experiences.
1. Send personalized notes.
Have you ever received a tweet...
But it's also never been harder to build an audience.
Bringing in new listeners is no longer just about producing remarkable audio content. We have to find new ways to reach and engage listeners in an increasingly saturated industry.
That's why Hack the Entrepreneur has put a consistent emphasis on using email as an audience-building tool for the past four years. We use email automation to promote our new episodes, and we use our weekly newsletter to provide additional value to our listeners. Email has helped us garner 5,000,000+ podcast episode downloads, grow our listener base, build deeper connections with our audience, and get closer to our goal of helping 10,000 people start side hustles and live a lifestyle of their own design.
But we're just one podcast in one market. Let’s take a look into how other podcasters are using email to grow their audiences.
Related: The 30 Tips You Need to Know to Succeed with Email
Alistair Clay, of Famous Business, has a great technique that you can implement immediately: Replace your stagnant stagnant “subscribe to my show on Apple Podcasts” call-to-action with a supercharged CTA that triggers action.
Here's exactly how Clay does it:
“My audience is made up of small business owners looking to get media attention. This is an urgent problem that they need solved fast. To help them, I offer to answer their burning questions immediately," explains Clay. "The only catch is they need to sign up to my email list and then hit reply! I call this a win/win/win situation. It gets them an answer fast, gets me a subscriber, and it also gives us a chance to make a deeper connection."
Through email, Clay is offering quick, personalized advice — something that most other podcasters do not offer. His listeners get individual attention, which automatically inspires loyalty. They'll keep coming back to Clay, again and again. Then, Clay can continue to communicate with his listeners through email. Their interactions don't just end with a podcast episode.
Related: How to Get Your First 50 Email Subscribers in 30 Days
Clay also gains important insight from these Q&As. Their questions may help him come up with his next podcast episode or next product idea.
"This one technique has been an essential...
You know what's complicated? Astrophysics. The plot of Inception. Folding a fitted sheet.
You know what shouldn't be complicated? Email.
That’s why I created Everyday Email, a free course that strips out all of the jargon and confusing, mumbo jumbo surrounding email marketing — and makes it simple and fun!
Every day for 30 days, you’ll receive one, easy-to-follow, “snackable” tip about email from me. (Lucky you!) You can read your daily tip as you drink your coffee, stand in line at the store, go between boring meetings, or watch a commercial break. Each tip takes about a minute to read, but they’re humorous and they’re written in language that everyone can understand.
Here’s a sneak peek of some of the Everyday Email tips that’ll hit your inbox when you sign up:
Tip #3: How to get people to open your emails. (That is, besides your mom, sister, and best friend.)
Tip #13: How to put your email strategy on autopilot so you have more time to do other important things. (Like watch Bird Box.)
Tip #29: How to send content you know your subscribers want. (So they don’t fly off your list faster than a toupee in a hurricane!)
Everyday Email is the most fun way to learn email marketing.
And the best part: By the end of the 30-day course, you’ll know exactly how to grow your email list, write compelling emails, and turn subscribers into paying customers. You’ll be excited — not overwhelmed — to launch your own email strategy on day 31. (However, you’ll want to get the tissues ready. You’re going to miss seeing me pop up in your inbox every day.)
Are you ready to get started? Sign up for the free Everyday Email course, and receive your very first tip in your inbox today!The post The 30 Tips You Need to Know to Succeed with Email appeared first on Email Marketing Tips.