Archives August 2019

Google Knowledge Graph Reconciliation

Exploring how Google’s knowledge graph works can provide some insights into how is growing and improving and may influence what we see on the web. A newly granted Google patent from the end of last month tells us about one way that Google is using to improve the amount of data that its knowledge graph contains.

The process involved in that patent doesn’t work quite the same way as the patent I wrote about in the post How the Google Knowledge Graph Updates Itself by Answering Questions but taken together, they tell us about how the knowledge graph is growing and improving. But part of the process involves the entity extraction that I wrote about in Google Shows Us How It Uses Entity Extractions for Knowledge Graphs.

This patent tells us that information that may make its way into Google’s knowledge graph isn’t limited to content on the Web, but can also may “originate from another document corpus, such as internal documents not available over the Internet or another private corpus, from a library, from books, from a corpus of scientific data, or from some other large corpus.”

What Knowledge Graph Reconciliation is?

The patent tells us about how a knowledge graph is constructed and processes that it follows to update and improve itself.

The site Wordlift includes some defintions related to Entities and the Semantic Web. The Definition that they provide for reconciling entities means “providing computers with unambiguous identifications of the entities we talk about.” This patent from Google focuses upon a broader use of the word “Reconciliation” and how it applies to knowledge graphs, to make sure that those take advantage of all of the information from web sources that may be entered into those about entities.

This process involves finding missing entities and missing facts about entities from a knowledge graph by using web-based sources to add information to a knowledge graph.

Problems with knowledge graphs

Large data graphs like Google’s Knowledge Graph store data and rules that describe knowledge about the data in a way that allows the information they provide to be built upon. A patent granted to Google describes how Google may build upon data within a knowledge graph so that it contains more information. The patent doesn’t just cover information from within the knowledge graph itself, but can look to sources such as online news

Tuples as Units of Knowledge Graphs

The patent presents some definitions that are worth learning. One of those is about facts involving entities:

A fact for an entity is an object related to the entity by a predicate. A fact for a particular entity may thus be described or represented as a predicate/object pair.

The relationship between the Entity (a subject) and a fact about the entity (a predicate/object pair) is known as a tuple.

In a knowledge graph, entities, such as people, places, things, concepts, etc., may be stored as nodes and the edges between those nodes may indicate the relationship between the nodes.

For example, the nodes “Maryland” and “United States” may be linked by the edges of “in country” and/or “has state.”

A basic unit of such a data graph can be a tuple that includes two entities, a subject entity and an object entity, and a relationship between the entities.

Tuples often represent real-world facts, such as “Maryland is a state in the United States.” (A Subject, A Verb, and an Object.)

A tuple may also include information, such as:

  • Context information
  • Statistical information
  • Audit information
  • Metadata about the edges
  • etc.

When a knowledge graph contains information about a tuple, it may also know about the source of that tuple and a score for the originating source of the tuple.

A knowledge graph may lack information about some entities. Those entities may be described in document sources, such as web pages, but manual addition of that entity information can be slow and does not scale.

This is a problem facing knowledge graphs – missing entities and their relationships to other entities can reduce the usefulness of querying the data graph. Knowledge graph reconciliation provides a way to make a knowledge graph richer and stronger.

The patent tells us about inverse tuples, which reverses the subject and object entities.

For example, if the potential tuples include the tuple the system may generate an inverse tuple of .

Sometimes inverse tuples may be generated for some predicates but not for others. For example, tuples with a date or measurement as the object may not be good candidates for inverse occurrences, and may not have many inverse occurrences.

For example, the tuple is not likely to have an inverse occurrence of <2001, is the year of release, Planet of the Apes> in the target data graph.

Clustering of Tuples is also discussed in the patent. We are told that the system may then cluster the potential tuples by:

  • source
  • provenance
  • subject entity type
  • subject entity name

This kind of clustering takes place in order to generate source data graphs.

The process behind the knowledge graph reconciliation patent:

  1. Potential entities may be identified from facts generated from web-based sources
  2. Facts from those sources are analyzed and cleaned, generating a small source data graph that includes entities and facts from those sources
  3. The source graph may be generated for a potential source entity that does not have a matching entity in the target data graph
  4. The system may repeat the analysis and generation of source data graphs for many source documents, generating many source graphs, each for a particular source document
  5. The system may cluster the source data graphs together by type of source entity and source entity name
  6. The entity name may be a string extracted from the text of the source
  7. Thus, the system generates clusters of source data graphs of the same source entity name and type
  8. The system may split a cluster of source graphs into buckets based on the object entity of one of the relationships, or predicates
  9. The system may use a predicate that is determinative for splitting the cluster
  10. A determinative predicate generally has a unique value, e.g., object entity, for a particular entity
  11. The system may repeat the dividing a predetermined number of times, for example using two or three different determinative predicates, splitting the buckets into smaller buckets. When the iteration is complete, graphs in the same bucket share two or three common facts
  12. The system may discard buckets without sufficient reliability and discard any conflicting facts from graphs in the same bucket
  13. The system may merge the graphs in the remaining buckets, and use the merged graphs to suggest new entities and new facts for the entities for inclusion in a target data graph

How Googlebot may be Crawling Facts to Build a Knowledge Graph

This is where some clustering comes into play. Imagine that the web sources are about science fiction movies, and they contain information about movies involving the “Planet of the Apes.” series, which has been remade at least once, and there are a number of related movies in the series, and movies with the same names. The information about those movies may be found from sources on the Web, and clustered together and go through a reconciliation process because of the similarities. Relationships between the many entities involved may be determined and captured. We are told about the following steps:

  1. Each source data graph is associated with a source document, includes a source entity with an entity type that exists in the target data graph, and includes fact tuples
  2. The fact tuples identify a subject entity, a relationship connecting the subject entity to an object entity, and the object entity
  3. The relationship is associated with the entity type of the subject entity in the target data graph
  4. The computer system also includes instructions that, when executed by the at least one processor, cause the computer system to perform operations that include generating a cluster of source data graphs, the cluster including source data graphs associated with a first source entity of a first source entity type that share at least two fact tuples that have the first source entity as the subject entity and a determinative relationship as the relationship connecting the subject entity to the object entity
  5. The operations also include generating a reconciled graph by merging the source data graphs in the cluster when the source data graphs meet a similarity threshold and generating a suggested new entity and entity relationships for the target data graph based on the reconciled graph
  6. More Features to Knowledge Graph Reconciliation

    There appear to be 9 movies in the Planet of the Apes Series and the rebooted series. The first “Planet of the Apes” was released in 1968, and the second “Planet of the Apes” was released in 2001. Since they have the same name, things could get confusing if they weren’t separated from each other, and using facts about those movies to break the cluster about “Planet of the Apes” down into buckets based upon facts that tell us that there was an original series, and a rebooted series involving the “Planet of the Apes.”

    entity graph reconciliation planet of the apes

    I’ve provided details of an example that Google pointed out, but here is how they describe this breaking a cluster down into bucked based on facts:

    For example, generating the cluster can include generating a first bucket for source data graphs associated with the first source entities and the first source entity type, splitting the first bucket into second buckets based on a first fact tuple, the first fact tuple having the first source entity as the subject entity and a first determinative relationship, so that source data graphs sharing the first fact tuple are in a same second bucket; and generating final buckets by repeating the splitting a quantity of times, each iteration using another fact tuple for the first source entity that represents a distinct determinative relationship, so that source data graphs sharing the first fact tuple and the other fact tuples are in the same final bucket, wherein the cluster is one of the final buckets.

    So this aspect of knowledge graph reconciliation involves understanding related entities, including some that may share the same name, and removing ambiguity from how they might be presented within a knowledge graph.

    Another aspect of knowledge graph reconciliation may involve merging data, such as seeing when one of the versions of the movie “Planet of the Apes” has more than one actor who is in the movie and merging that information together to make the knowledge graph more complete. The image below from the patent shows how that can be done:

    Knowledge graph reconciliation actors from Planet of the Apes

    The patent also tells us that discarding fact tuples that represent conflicting facts from a particular data source may take place also. Some types of facts about entities have only one answer, such as a birthdate of a person, or the launch date of a movie. If there is more than one of those appearing, they will be checked to see if one of them is wrong, and should be removed It is also possible that this may happen with inverse tuples, which the patent also tells us about.

    Inverse Tuples Generated and Discarded

    Knowledge Graph Reconciliation - Reverse Tuples

    When a tuple is a subject-verb-object, what is known as inverse tuples may be generated? If we have fact tuples such as “Maryland is a state in the United States of America,” and “California is a state in the United States of America,” we may generate inverse tuples such as “The United States of America has a state named Maryland,” and “The United States of America has a state named California.”

    Sometimes tuples may be generated from one source and conflict when they are clustered by topic from another source. An example might be because of the recent trade deadline in Major League Baseball where the right fielder Yasul Puig was traded from the Cincinnati Reds to the Cleveland Indians. The tuple “Yasul Puig plays for the Cincinnati Reds” conflicts with the tuple “The Cleveland Indians have a player named Yasul Puig.” One of those tuples may be discarded during the knowledge graph reconciliation.

    There is a reliability threshold for tuples, and tuples that don’t meet it may be discarded as having insufficient evidence. For instance, a tuple that is only from one source may not be considered reliable and may be discarded. If there are three sources for a tuple that are all from the same domain, that may also be considered insufficient evidence, and that tuple may be discarded.

    Advantages of the Knowledge Graph Reconciliation Patent Process

  1. A data graph may be extended more quickly by identifying entities in documents and facts concerning the entities
  2. The entities and facts may be of high quality due to the corroborative nature of the graph reconciliation process
  3. The identified entities may be identified from news sources, to more quickly identify new entities to be added to the data graph
  4. Potential new entities and their facts may be identified from thousands or hundreds of thousands of sources, providing potential entities on a scale that is not possible with manual evaluation of documents
  5. Entities and facts added to the data graph can be used to provide more complete or accurate search results

The Knowledge Graph Reconciliation Patent can be found here:

Automatic discovery of new entities using graph reconciliation
Inventors: Oksana Yakhnenko and Norases Vesdapunt
Assignee: GOOGLE LLC
US Patent: 10,331,706
Granted: June 25, 2019
Filed: October 4, 2017

Abstract

Systems and methods can identify potential entities from facts generated from web-based sources. For example, a method may include generating a source data graph for a potential entity from a text document in which the potential entity is identified. The source data graph represents the potential entity and facts about the potential entity from the text document. The method may also include clustering a plurality of source data graphs, each for a different text document, by entity name and type, wherein at least one cluster includes the potential entity. The method may also include verifying the potential entity using the cluster by corroborating at least a quantity of determinative facts about the potential entity and storing the potential entity and the facts about the potential entity, wherein each stored fact has at least one associated text document.

Takeaways

The patent points out at one place, that human evaluators may review additions to a knowledge graph. It is interesting seeing how it can use sources such as news sources to add new entities and facts about those entities. Being able to use web-based news to add to the knowledge graph means that it isn’t relying upon human-edited sources such as Wikipedia to grow, and the knowledge graph reconciliation process was interesting to learn about as well.


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How to master LinkedIn’s algorithm to boost engagement

LinkedIn can be a very engaging channel, especially for B2B brands. Here’s everything you need to know about the recent changes in the algorithm and how to create engaging content.

LinkedIn has turned into the number one platform for professionals and B2B brands. It’s been a social media platform with a consistent mission and it is attracting millions of people and brands who want to focus on professional relationship building.

Just a few months ago, Microsoft announced that there has been ‘record levels of engagement’ on LinkedIn seeing a Q1 growth of 24% for on-platform sessions. It’s not surprising then that more brands are investing time in updating their LinkedIn strategy over the last few years.

A good way to understand how LinkedIn works and how to improve your engagement is to look at their algorithm and their recent updates.

Understanding LinkedIn’s algorithm

LinkedIn has recently updated their algorithm that decides what shows up on our feeds. We might be talking more about Facebook’s algorithm when it comes to social media changes, but it’s still useful to understand how other platforms behave. When it comes to LinkedIn, what comes up on our feeds is based on their framework of ‘People You Know, Talking About Things You Care About.’

The most obvious posts that show up in your feed have to do with the people that you’re connected to or follow. There are also posts that your connections have liked, commented, shared that show up on your feed. Moreover, you can also see posts from groups, hashtags and topics that you follow.

understanding linkedin's algorithm

The idea is to discover content that you care about. It’s not enough though to focus on relevance without the necessary value. The bigger the value, the higher the chances of seeing a post in your feed.

LinkedIn is relying on a machine learning algorithm that identifies the best conversations from all members that should show up to your feed. There is a two-pass architecture that ranks in the fraction of second thousands of posts to pick the most relevant ones for each member. The first pass rankers (FRP) are handling the preliminary selection that is based on predictive relevance (what they assume that you find relevant). For example, this selection can include updates from your connections, job ads and sponsored updates. The second pass ranker (SRP) combine all the preliminary scores to build a single list of ranking.

The FollowFeed is the main first pass ranker that brings tougher all the feed updates from your network and it includes more than 80% of your feed updates. In fact, these updates actually lead to more than 95% of the members’ conversations.

After an extensive series of tests and advanced machine learning features, LinkedIn is now focusing even more on the probability of contribution for the posts that show up on your feed. Thus, LinkedIn members see the content that they have more chances to share, comment, or react to.

To find out more technical details on LinkedIn’s algorithm, read their blog on their latest updates.

Focusing on engagement

LinkedIn is aiming to encourage participation and the rise of engagement in the platform comes from a series of changes to their algorithm. As with Facebook, ‘meaningful interactions’ are important to ensure that users are exposed to the most engaging content.

From a brand perspective, it’s very important to keep up with these changes to ensure that you’re creating engaging content.

It’s crucial to encourage conversations to increase the chances of having your content show up in more feeds.

You can start building the engagement through a series of steps

  • Create posts that lead to conversations: don’t just share a link that you find interesting, ask a question and try to make it more engaging
  • Encourage people to mention others: be creative with your content and encourage people to mention others who would find your posts interesting.
  • Be part of existing conversations: use your personal profiles to join existing conversations and monitor your brand’s mentions to respond to them
  • Use employee advocacy to reach a broader network: ask for help from your employees and their personal networks when sharing important content
  • Create content that people want to share: tap into the psychology of a social media user and create content that is interesting enough for your audience to instantly share it

Improving your LinkedIn strategy

Pete Davies, Consumer Product at LinkedIn, has written an article sharing his own tips on how to improve your LinkedIn content strategy to get your posts to show up on users’ feeds.

Some of his tips include:

  • Encourage conversations: the recent changes in LinkedIn’s algorithm make it imperative to create content that people will want to contribute to it. Aim for engagement that feels genuine.
  • Pick niche over broad: think of your target audience and focus on your niche. You don’t need to share posts that are general as LinkedIn members seem to prefer niche topics they are interested in.
  • Be authentic: authenticity can help you stand out with your content. Except for relevance and value, you also want to master your own tone of voice that will help you build a stronger community.

Moreover, we also see more brands adding to their LinkedIn strategy:

Videos

More brands are sharing videos and they tend to show up more frequently on our feeds over the last few months. Not all videos should be around campaigns, you can also share videos from your team, interesting interviews or even UGC that might be relevant.

example of mashable sharing a video on their linkedin

Creative posts

There is a new trend on LinkedIn with posts that stand out with their creativity. How about sharing link posts that people won’t be able to ignore?

example of adobe sharing a video on their linkedin

Hashtags

Hashtags have also had increased importance on LinkedIn especially when you want to improve your niche relevance.

example of google sharing a post on their social good work on linkedin

When it comes to LinkedIn, what we need to remember when creating content is the reason why people are visiting the platform. People are visiting LinkedIn to connect with like-minded professionals. The content should be both interesting but also engaging to ensure that your brand stays relevant

The post How to master LinkedIn’s algorithm to boost engagement appeared first on Search Engine Watch.


Syntax-highlighting Code Block, theme accessibility news and Gutenberg 6.2

After a short break, we’ve returned with a new WordPress Watch. In today’s edition, let’s check out a cool new way to share your code in the block editor. We’ll also look at some nice updates to the Gutenberg project – which includes new features for the block editor in the next major release of WordPress. And, there’s some news regarding accessible themes on WordPress.org. Here we go!

Syntax highlighting code in the Block Editor

Up until now, it’s still been kind of a pain to share code with proper syntax highlighting in the Gutenberg block editor. I say up until now because Weston Rutter released a cool plugin that takes care of this wonderfully now.

Weston, who works at the WordPress team at Google, created a plugin that works in a very smart way. It doesn’t require extra JavaScript to be loaded to display the syntax highlighting. And, it works by extending the default WordPress code block. Additionally, you have a whole bunch of options to define what the syntax actually looks like. For instance, if you want it to look like how Github does its highlighting, that’s totally possible!

Interested to learn more? Check out the Syntax-highlighting Code Block plugin page.

WordPress.org themes see accessibility updates

The WordPress Theme Review Team has been pushing the standards towards better quality themes for a while now. One aspect that receives a lot of focus is the accessibility of the themes available on WordPress.org.

For example, the TRT recently announced that all themes will be required to add keyboard navigation. Another example is the requirement to include skip links.

Now, having Accessibility requirements is great, of course, but seeing them implemented by theme authors is where it’s at. I’m really happy to see tweets like this one by Alexander Agnarson from Alx Media, announcing that all of his themes are now making use of skip links. You can check out his themes here.

Gutenberg 6.2

We saw the release of Gutenberg 6.2 and with it came two new features that were added based on community feedback. The Cover & Image+Text blocks now allow for nesting any type of block inside.

Up until now, you could only add three specific elements. Namely, a button, heading, or paragraph block, to the Cover block. This resulted in people hacking their way around these restrictions.

The solution was fairly simple -removing the restrictions was basically all it took- and now users have greater flexibility in creating versatile Cover blocks.

The post Syntax-highlighting Code Block, theme accessibility news and Gutenberg 6.2 appeared first on Yoast.


Introduction to Search Ads 360 and Display & Video 360

What are Search Ads 360 and Display & Video 360?

After Google rebranded its suite of DoubleClick digital marketing products, this has been a common point of confusion.

Back in the day SA 360 used to be called Doubleclick Search, and DV 360 was called Doubleclick Bid Manager. Read more about the major rebranding announcements in our blog post here.

Search Ads 360 (SA 360) and Display and Video 360 (DV 360) are two separate products, with SA 360 being geared specifically towards paid search, and DV 360 being a display and video campaign and bid manager.


What is Search Ads 360, or SA 360?

pasted image 0 2

The most important thing to note about SA 360 is that it is not a search engine in and of itself. It’s an advanced search management solution that allows business to manage their search paid search activity across multiple search engines, accounts, campaigns – all in one place.

Search Ads 360 vs Google Ads

Google Ads is Google’s search engine and it is one of the many search engines supported by SA 360, but the two are NOT the same product.

Without Search Ads 360, you’d need to manage your ads and keywords on each search engine, and it would be much more difficult to analyze your ad/keyword performance across engines (Google Support).

SA 360 supports the following engines:

  • Google Ads
  • Bing Ads
  • Yahoo Japan
  • Baidu
  • Yahoo! Gemini

How does Search Ads 360 Work?

SA 360 models an agency structure, where you can manage multiple advertisers (think, clients) under a single agency network. Each of these advertisers contains its own group of paid search engine accounts and campaigns.

From a technical standpoint, Search Ads 360 has a direct API connection with several search engine and is able to pull data from them directly, integrate them and present them in one interface. Search Ads 360 and the search engines use APIs to send campaign settings, keywords, and ads information.

Each search engine has its own API with unique behavior, including supported features, how often data is refreshed, and how often Search Ads 360 is permitted to access the API.

How to use Search Ads 360

The platform is made up of three parts: Campaigns, Bid Strategies, and Reporting.

First, Campaigns give structure to the products or services that you advertise. There are multiple types of Campaigns available – including Manual, Inventory, and Shopping Campaigns. You can create new campaigns from within SA 360, but you can also import existing campaigns from search engines by syncing them in SA 360.

Furthermore, Bid Strategies is where you can optimize your advertising spend across the list of supported search engine accounts. SA 360 aims to maximize performance of your entire search engine portfolio. These strategies can also be used to make manual adjustments via automated rules.

Last but not least – Reporting in SA 360 enables you to get a picture of performance across search engines, bid strategies, and campaigns.

What is Display & Video 360, or DV 360?

pasted image 0 1

DV 360 is a campaign management platform that allows marketers to manage their programmatic, and programmatic guaranteed campaigns across display, video, TV, audio, and other channels, all in one place.

So, while SA 360 is focused on paid search ads, DV 360 is focused on programmatic ads, including rich media banners as well as video ads.

Display & Video 360 vs Google Display Network

Google Display Network or GDN is Google’s network of websites which run Google Ads. It’s one of the ad networks supported by DV 360, but the two are NOT the same product.

It offers a single tool for planning campaigns, designing and managing creative, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns (Google Support).

How does DV 360 Work?

Under the hood, DV 360 aggregates unsold ad space to serve as a connector between advertisers and websites hosting ads. DV 360 technology unveils this inventory allowing advertisers to bid and buy ad space across networks.

How to use Display & Video 360

Display & Video 360 is organized around five integrated modules that work together to simplify the end-to-end campaign process: Campaigns, Audiences, Creatives, Inventory and Insights.

First, there’s the Campaign module which lets you create and organize your campaigns and associated items. This includes managing insertion orders all the way to creatives.

Next, there’s the Audiences section where you can manage your campaign audiences. This section lets you analyze your audience data based on first-party, third-party, and Google data, and build new audiences across all three. You can build audiences based on your campaign activity as well.

The Creative section is where you’ll manage all your creatives end to end. You can design your ads directly within the tool, test and play around with new formats as well as create variations of the same creative and messaging that you can test among your audiences.

True to its name, Inventory is where you’ll manage your media inventory, including exploring new opportunities and negotiating deals with publishers.

Lastly, Insights is where you’ll access reporting and metrics.

Integration with Google Analytics 360

This integration is only available within GA 360, the enterprise version of Google Analytics. This means you can access SA 360 and/or DV 360 dimensions and metrics straight from within the GA 360 interface.

pasted image 0

The integration with GA 360 allows you to perform holistic analysis across your advertising for more meaningful insights. You can even create Google Analytics Audiences to push into SA 360 and/or DV 360 for remarketing and campaign optimization.


If GA 360 seems like something your company or business would be interested in, did you know Seer is a GA 360 Premium Reseller? Feel free to reach out to us by filling out the interest form below or reading more about our services here.


Google Expands Same Meaning Close Variants – So, What Does That Mean?

Just when you thought Google couldn’t make things more confusing – they done did it again. 

Google has just announced the launch of “same meaning” close variants to broad match modifier and phrase match keywords, in addition to the exact match close variants that rolled out late last year. 

According to Google, “On average, we expect advertisers using broad match modifier and phrase match keywords to see 3-4% more clicks and conversions on these keywords. And of those new clicks, 85% are expected to be net new on average—meaning they’re not covered by your existing keywords.”

This update had us like….

And then like..

Naturally, our team has a lot of thoughts. Check out our interpretation of this update, how we think it will impact campaigns, some “in the wild examples,” and how you can maintain control within your accounts.  

What This Means

Google’s intention is to drive “more, relevant traffic.” They describe the update for broad match modifier and phrase match keywords as “now including queries that contain words that share the same meaning as the keyword.” TL;DR: forget misspellings, singular and plural, abbreviations, and word order in your keyword builds.

“In theory, we will likely see more advertisers in the auction and it may also favor matching to more expensive match types. I don’t necessarily think it’s a bad thing, but definitely a shift that will require strategy changes.” Brittany Mara, Sr. PPC Account Manager 

On the other side of things, we view this as another step closer to “smart keywords”  and complete campaign automation within Google Ads.

“I think we are nearing the death of the keyword; Google is obviously leaning in hard on ‘smart’ campaigns and this is another example of that. They must be pretty confident in the progress they’ve made in their ability to match intent/meaning through machine learning” Audrey Bloemer, Associate Director of PPC

How Will This Impact Campaigns?

Across the Paid Team at Seer, we expect the immediate impact to lead to an increase in volume within campaigns (clicks and impressions).  Does this mean an increase in conversions? Well, that depends on how relevant these close match variants are to the searchers intent. 

“We should expect to see an immediate increase in clicks and cost. My hope is that over time, in conjunction with other “smart” features like smart bidding and responsive text ads, we will see improved performance.” Tim Moorhead, Sr. PPC Associate

Aside from increased volume, we expect there to be an increase in the need for adgroup, campaign, and account wide negatives.

“More frequent Search Query Analyses (Seer’s way to discover irrelevant keywords)  will become increasingly necessary as match type begins to fade and everything becomes some variation of broad match. It will be important to begin accepting the fact that Google is pushing automation, and lean into feeding it’s algorithms as much data as we can so that we can optimize towards what actually drive success.” Chris Konowal, Sr. PPC Associate

This also means keeping up with keyword intent, news headlines, and potential PR stunts.

“We have to be more cognizant of our keywords, and make sure that we’re always proactively getting ahead of things. We also will need to have a pulse on any PR stunts that are unplanned and/or planned. This will help us prevent irrelevant spend.” Vinncent Nguyen, PPC Account Manager

Examples We’ve Seen So Far

For one client, our team identified 666 clicks and 2,027 impressions on phrase match close variant queries just this week. Currently, we’re working to see what this looks like at scale across all of our paid accounts. 

Examples:

I don’t think someone searching for GA 360, the powerful web analytics platform, cares about 360 Georgia, a peach flavored vodka…

However, someone searching LLM is being matched correctly to a Master of Law degree program.

Same with the example below. Another user searching a common acronym is being served an ad that matches their intent.

How To Maintain Control

Review Search Query Reports

  • The most obvious way to take and maintain control of your keywords is by consistently reviewing Search Term Reports for irrelevant queries to negate. Get in the engine and review those queries, especially over the next few weeks. Because you don’t want this to happen to you.
  1. 💡 Pro Tip: “Look through Keyword Planner to get a sense of where keywords could go directionally.” – Molly Nash, PPC Account Manager

Smarter Keyword Research

  • Be strategic. Think about the user.  What is the intent and context of the keywords you’re seeing. Review similar meanings and types of service offerings.

Check Saving Benjamin 1.0

  • Saving Benjamin 1.0 is a negative keyword tool. It is one of many tools and processes we’ve developed to identify wasted PPC spend quickly and at-scale. Grab your search query report, run it through our tool, and tell those irrelevant keywords that are wasting your spend to go take a hike.

Overall, like most Google updates, we recommend keeping this in mind when looking at your PPC strategy with your clients. Maintain control by staying on top of search query reports, doing your due diligence with keyword research, and leveraging our Saving Benjamin tool to find wasted spend in your account.

Be sure to reach out with any questions – we’re here to help!


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The temptation of the green bullet in Yoast SEO: 3 pitfalls to avoid

Ever since I started using Yoast SEO plugin, I’ve been amazed by its ease of use and by the many features it contains. Our analysis offers everything you need to fine-tune your text in such a way that search engines will be more likely to rank your content. I genuinely believe that the SEO analysis features in Yoast SEO can help you make your text SEO proof in a very, very easy way. The checks the plugin does are amazing, and we’re constantly working to improve the existing checks and add new ones!

But, you should be aware of the temptation of the green bullet! In this post, I’ll discuss three pitfalls to watch out for, and how to deal with them when optimizing with Yoast SEO.

Pursuing all the green bullets in Yoast SEO

The gamification in our Yoast SEO content analysis helps you to upgrade the SEO-friendliness of your post. Using it is great fun! It can feel like an exciting challenge to always get as many green bullets as possible. However, this gamification can make you lose sight of what’s truly important when optimizing your articles. It could also increase the likelihood that you’ll cheat your own SEO process to get every bullet green in Yoast SEO. Of course, neither would be good for your SEO! Let’s discuss the three main pitfalls of the temptation of the green bullet.

See those orange and red bullets? Frustrating, right? But let’s make sure we really need to fix things before tweaking the post until they turn green!

1. Not every post or page has to be optimized

When you’re adding content in the backend, it’s just so tempting to fill in a focus keyword and start getting those green bullets. But before you start optimizing, you have to ask yourself: does this post or page need to rank? Does that fit in my keyword strategy? Won’t it be competing with another page that’s more important?

Not every page on your site has to be optimized, so you should always think about how your content fits in the grand scheme of things. For example, in some cases, you should aim to rank with a category page. Optimizing another page with more text for the same (or a similar) keyword could even harm this category page’s chances to rank. Some content, like announcements, doesn’t really need to be optimized. Always consider whether it’s actually necessary to add a focus keyword and get that green bullet. Of course, if your keyword strategy and site structure are in order, you’ll already have thought about all this and you’ll be good to go!

2. Not every bullet has to be green

Now, let’s say you established that you really want the content you’ve just written to rank. Does that mean that every single bullet in the Yoast Readability and SEO analysis has to be green? No, not every bullet has to be green to rank. Beware, you shouldn’t just ignore the feedback whenever you want, but always use common sense when optimizing.

So, let’s take a look at the process. You’ll probably know that once you’re done writing your content, you should first look at the suggestions in the readability analysis. Then, you turn to the SEO analysis and optimize your post (or yoast your post, as we like to call it). If, during either step, you have an orange or red bullet or two, that’s fine. It doesn’t mean your post will never rank. Look at the feedback in each check and use your own common sense to decide whether the suggestions will actually improve your text and your SEO. Some red bullets could be more urgent to fix for you than others. Just try to make sure that both analyses have green overall bullets.

The overall score in the Yoast SEO content analysis
Ideally, these two ‘overall’ bullets should be green and smiling when you’re done optimizing your post.

An example is the consecutive sentences check. It can give you a red bullet for using a list in your copy, as these often start with identical words. Writers sometimes also deliberately start several consecutive sentences with the same word, for instance, to place more emphasis on them. Another example is the passive voice check, which unfortunately sometimes gives false positives. And, if you’re unable to add a relevant outbound link, you’ll get a red bullet. But you shouldn’t add a link just for the sake of it. In such cases, you can safely ignore your orange and red bullets (though it may be hard ;-))

3. Don’t cheat your keyword research: keyphrases and synonyms

A final thing to watch out for: don’t change your keyphrase at the last minute to get a green bullet. It can always happen that you aim to rank for one particular keyword, but end up using a synonym of that keyword in your text. Perhaps because you subconsciously prefer that word, it’s an easier word to use or more prominent in your vocabulary. But whatever the reason, if you’re consistently using another word instead of your keyphrase, you’ll soon find your bullets orange and red in the optimizing phase. But that doesn’t mean you should alter your keyphrase!

Example: newborn clothes or baby clothes

In one of my first attempts to use the SEO analysis tool, I found myself cheating the tool to receive a green bullet. At the time, I also contributed to a mom blog, besides writing posts for Yoast.com. I wanted to write a post about my favorite brands of newborn clothes. Of course, I had done some extensive keyword research in advance. And I wanted this post to rank for [baby clothes].

When I started to optimize and entered my focus keyword [baby clothes], I noticed that my post did not contain the words ‘baby clothes.’ Not once. Not in the body of the text, not in the title, not in any of the headings. I had written about ‘newborn clothes’, instead of ‘baby clothes’. So, my bullet did not turn green. So, this is what I did: I changed my focus keyword from ‘baby clothes’ to ‘newborn clothes’. And.. my bullet turned green instantly. It didn’t feel good, however… My keyword research had been in-depth and solid. I had decided to attempt to rank for [baby clothes].

In the end, I made some alterations to my blog post, so it was a better fit for my SEO strategy. I decided to change ‘newborn clothes’ in my text to ‘baby clothes’ a few times and made some alterations in headings and titles. I did not alter the core of my blog.

Never change your focus keyword to get a green bullet!

Think very carefully before you change your focus keyphrase. While it is true that search engines have become a lot better at recognizing synonyms, your keyword is still most important. It’s the search term that people use, and expect to see in the results pages, for example. While it’s perfectly fine -and even recommended – to use synonyms of your keyphrase, it’s still important to optimize for the exact keyword.

So, if ‘baby clothes’ is what people search for in Google, make sure you use that specific keyphrase often enough. After all, changing the focus keyword you optimize for will not change the search behavior of people. A green bullet does not lead to findability if the terms you optimize for are not the terms people use to search in the search engines.

Pursue the green bullet wisely; use the SEO analysis tool correctly

Now that you know the pitfalls of mindlessly hunting for green bullets, you can use the Yoast SEO content analysis to its full potential. You’ll think about the place and purpose of your articles before you start optimizing them, and you won’t just take everything the tool says at face value. Plus, you now know that your keyword research should be leading. If you do an in-depth analysis of the terms you want people to find you for, your articles should be a reflection of these keywords. Changing your keywords based on the content of your articles will lead to an ad hoc SEO strategy. You don’t want that! A strategy should never be ad hoc. To summarize: getting green bullets should never be more important than your keyword strategy, content (strategy) and site structure

Become an expert at using Yoast SEO, with our Yoast SEO plugin training! Want to know more about keyword research and optimizing the right pages for the right keyphrase? Our keyword research training is for you!

Read more: My bullets are green but my post doesn’t rank?! »

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Evaluating And Optimizing Holiday Content – Tyson Stockton // Searchmetrics

Episode Overview

A successful holiday season is a process that starts far in advance for SEOs. This week Tyson Stockton, Searchmetrics’ Director of Services, walks us through the five steps to executing a successful holiday campaign.

In today’s episode, Tyson walks us through how to understand and scale your holiday campaign performance.

Topics discussed:

  • What KPI’s to use to evaluate holiday campaigns
  • How to communicate holiday performance to execs
  • Why it’s important to spread the holiday success & cheer

GUESTS & RESOURCES:

Episode Transcript

Benjamin: Welcome to the last episode of Holiday Seasonality Week, on the Voices of Search podcast. I’m your host, Benjamin Shapiro, and this week we’ve been publishing an episode every day, covering the topic of how you can get ready for the holiday season.  

Joining us again today is Tyson Stockton, who is Searchmetrics’ Director of Services. And so far this week, we’ve talked about how you can conduct your holiday research, how to build an effective holiday roadmap that gets buy-in, producing your holiday content, and actually launching it to make sure it gets live. 

And today, Tyson and I are going to talk about evaluating and optimizing your holiday campaigns.  

But before we hear from Tyson, I want to remind you that this podcast is brought to you by the marketing team at Searchmetrics. We are an SEO and content marketing platform that helps enterprise-scale businesses monitor their online presence, and make data-driven decisions. 

 And we’re happy to invite you, our loyal podcast listeners, to an upcoming AMA webinar workshop, where Tyson Stockton, our Director of Services, will be answering all of your questions about seasonality. So come prepared with your website, your data, and any questions you have related to optimizing your content for the holiday season, and Tyson will answer your questions on our webinar in realtime.

To join our seasonal AMA webinar, go to Searchmetrics.com/webinar.

Okay, here’s the last installment of Holiday Seasonality Week, with Tyson Stockton, Searchmetrics’ Director of Services.  

Tyson. Happy Friday. Welcome to the last day of Holiday Seasonality Week on the Voices of Search podcast. 

Tyson: Final stretch. Now is the exciting part. 

Benjamin: Can we get a ho ho ho SEOs from you, just to round things out?

Tyson: Ho ho ho SEOs.

Benjamin: All right. Let’s go. 

So we’ve talked about doing your research, setting your roadmap, your content production. Yesterday, we talked about actually launching your content. Turns out, that’s not just pressing a “publish” button, that’s pressing a “publish” button, then getting your content onto the page. 

Now we’re going to talk about evaluating and optimizing. You’ve gone through this whole process. It’s been four to six months of getting ready for the holiday, getting you content out there. Finally, you know, the baby has been birthed, it’s out there, it’s in the wild. Now what do you do?

Tyson: Yeah. And this… I think this is the point that you almost… it’s like the last stretch of a race, where you almost want to kind of let up. You see the light at the end of the tunnel. But the benefit of keeping the pressure on, keeping the team motivated, and pushing through the end event, is really going to pay off.

So if you have a successful holiday, like obviously the revenue gains are there, and you have the opportunity to kind of look like the hero in the organization. But you really want to make sure you keep the pressure in the final stage. And in the final stage, it almost kind of brings us around to the conversation last year that we had, of holiday triage. 

So you’re having to be more realistic of what resources, what can I actually get out, what are quick changes, what are maybe things that didn’t get completed? And then how do you prioritize those, of what’s going to have the greatest impact to your page’s and your overall site’s performance? 

Key areas that I’d be looking at constantly during the actual holiday time, I’d be looking of how I can gather additional internal links. So those kind of like… let’s call them quicker wins, of getting additional links updated and stuff, that’s something that I’ll kind of keep pushing all the way through the event. And also, kind of making sure that the external communication and the pieces of the organization that working with affiliates and these other marketing channels, that’s also where I’d be really kind of pushing those, kind of calling in those favors and getting them to use my same pages as much as possible. That’s also where that’s going to be come into play. 

Benjamin: So basically, now we’re into the topic that we covered last year, which is: How do you triage? Right? How do you make the last minute tweaks and optimizations and evaluate your performance? And a lot of the times, this has to do with calling favors from people who are pretty much at the end of their rope, it’s the end of the year, it’s holiday season, they’re busy managing their family, get ready for vacation. 

Give me the secret for getting people to, you know, create that extra graphic, make that last, you know, technical optimization, write that last paragraph of copy.

Tyson: Yeah. And this one, I’m actually going to steal from you from last year. And I propose this as more of kind of-

Benjamin: It’s booze, isn’t it?

Tyson: It is. It is. I can’t dance around it. It’s… You know, get a little of that social lubricant in there to make it a little easier. 

Benjamin: Sounds like something I would have said. 

So joking aside, you know, my tip from last year was, you know, go be a good cross-functional partner, and show the people that you work with that they care. Those Christmas gifts actually go a long way. Christmas, Hanukkah, Kwanza, whatever you’re into. 

They go a long way in showing somebody’s appreciation. And when you’re calling in these last minute favors and you’re asking somebody to go the extra mile, the relationship is often what helps you get that extra last big of effort, which, at this time of the year, even though people are worn down and tired, has a huge business impact, mostly if you’re in an e-commerce business.  

I think that there’s another component to this, which is preparing people to know that there are going to be last minute tweaks. You mentioned before that, you know, you should be keeping a dashboard or some sort of a, you know, a project management tool to let people understand what it coming. How do you build in, you know, an idea of last minute tweaks and changes, so people know that they’re going to have to block off time to help you out?

Tyson: Yeah, and I think some of those, like you can see coming. And it’s more of like the iterations and steps that we spoke… The other comes could be last minute adjustments. Maybe it’s a new promotion that came out at the 10th hour of the actual promotion, and now all of a sudden you have this great sale on a certain collection of products.  

So those are going to be then the additional kind of like add-on efforts that you’re going to be having. I think from a progress and a communications standpoint, something that I have found that works well is to use a combination of what your ultimate KPIs are, so traffic, revenue… keep a dashboard of that. Let people know how many people are getting to the site. During the actual events, maybe give daily updates of revenue that was generated from these pages, so people understand the importance and how it’s going to personally impact maybe their numbers or, if you’re working with a category manager, how is your Black Friday kind of sales page going to help their category. 

So tying into that personal interest, and kind of connecting what the ultimate business goals are, but then also pair that with the leading indicators of progress KPIs. How many tickets were submitted? How many things have been completed along the way? That’s going to translate into performance. 

So having that in the organization is going to be something that’s going to help get people on your side, by understanding the importance and the opportunity size of what they’re doing. 

So I think whenever someone can understand how their work actually matters, and is actually going to have an impact to the business, is probably going to be the greatest strategy that you can implement, of working with these partners. 

Benjamin: The whole idea behind this week of content, for us, was to help people get ahead of the holiday season. And I think that there’s a tip here that you know that there are going to be last minute changes. You don’t know what they’re going to be.

 So my advice, you know, not only help people understand that the work that they’re doing impacts their bottom line, see some value out of it, build good relationships with the team, buy them a bottle of wine, or whatever it is to show that they appreciate.  

The other thing you can do, and Tyson, I actually saw you do this on your calendar yesterday when we were blocking off time for our podcast recording, is block off time on their calendar. Right? Schedule two hours of SEO holiday optimization time, and a working session with your cross-functional partners, and worst comes to worst, you just say, “We don’t need to do this,” and they get two hours for free back in the holidays. That’s a gift in itself.  

But if you’re blocking off time with your cross-functional partners to work with them, you always have the opportunity to cancel that and give them some working time on the other projects that they may or may not have over the holidays. Everybody’s always happy to have time back. Nobody wants something added onto their calendar at the last minute. 

Tyson: Absolutely. I couldn’t support that advice more. I think something else to keep in mind, as you’re going through these earlier iterations, is you might need these team members again later on, for these last minute items. So making sure that you’re doing your part to be a good business partner, in the sense of giving them the feedback loop of whatever them implemented. Like a lot of times, people will forget to go back to development or engineering, and let them know how something performed that they worked on. A lot of people will do it prior, when they’re trying to get the resources. But they don’t come back around to that group and tell them, “Hey guys, I really appreciate the work that you did. This is the outcome of your work.”

 And that is something that is going to help kind of build confidence in what requests you bring to them. But also, if you’re doing that at each step of this planning process, and through each of these iterations, you’re more likely to have their support when you need it for these last minute kind of quick implementation items. 

Benjamin: A lot of the holiday triage comes down to relationship-building. Like I mentioned, it’s a busy time of the year for everyone, people are stressed with their personal lives, their family, their jobs, it’s hectic. 

When you’re asking for special favors in the busiest time of the year, you need to have a good relationship with people. And one of the ways to do that is actually in the post-mortem. So let’s talk about when you’re after the holidays, and you’re evaluating the success of your work. Let’s say you’ve done a great job, you started in July, you started working on the holidays, you got your executive sponsor, your VP of Santa Claus, or whoever it’s going to be, to buy and sell your strategy. Now you’re reporting back to them on how the strategy actually worked. 

What’s the way that you can share the credit with your cross-functional partners?

Tyson: I think the best way to do it is, one, in being transparent with the data. Like as I think most SEO teams are equipped, like you’re going to have ability to pull numbers and pull data on actually how things performed, more than maybe some of your partners would be able to. So having that transparency and sharing the actual hard numbers, and then, you know, not just kind of dumping those on them, but giving some sort of narrative and explanation to it. You know, not everyone’s as well versed in SEO or the KPIs of SEO, so making sure that the way that you’re presenting it is simple, digestible, but has context for them. Yeah, that would be one recommendation I would have. 

Benjamin: It’s the season of giving. And if you’re being a ball hog, right, if you’re taking all of the credit, and you’re saying, “The SEO strategy worked, and here’s all the great business performance,” and you’re not highlighting the effort that your cross-functional partners put in, you’re missing the point here. 

And yes, obviously the business results matter. But it takes your engineering team, and it takes your design team, and your content team, to be able to execute a successful strategy. And even if you created that strategy, you need to be sharing the credit, as well. And, you know, give some love back. And, you know, in the spirit of the holiday season, that recognition of the work they did, mostly when it is with the executive team, it’s going to help you next holiday season. 

Tyson: Absolutely. Like don’t just share the quantitative stuff, but share the qualitative, and share the heroes that helped you be successful in the time. 

Benjamin: Tyson, it’s early July. I’m already ready for the holiday season. I’ve got a bottle of wine waiting for you at your desk. I appreciate you coming in early, talking about the holidays, and I’m sure we’re going to do holiday triage when we get closer to the holidays. But let me just say, one more time, ho ho ho SEOs. Thank you for being our guest, and that wraps up Holiday Seasonality Week on the Voices of Search podcast. 

Thanks for listening to my conversation with Tyson Stockton, Searchmetrics’ Director of Services. We’d love to continue the conversation with you, so if you’re interesting in contacting Tyson, you could find a link to his LinkedIn profile in our show notes, or you can send him a Tweet. His handle is tyson_stockton. And if you have general marketing questions or if you want to talk to me about this podcast, you can find my contact information in our show notes or you can send me a Tweet at benjshap. It’s B-E-N-J-S-H-A-P.

If you’re interested in hearing more from Tyson about how to master your holiday season, we’re going to do a webinar that is an AMA-style. So bring your questions and your landing pages that you’d like Tyson to help you optimize, and he’s going to do it in realtime.

So sign up for our webinar, go to Searchmetrics.com/webinar.  

And if you like this podcast and you want a regular stream of SEO and content marketing insights in your podcast feed, hit the subscribe button in your podcast app, and we’ll be back in your feed next week. 

Lastly, if you’d enjoyed this podcast and you’re feeling generous, we’d love for you to leave us a review in the Apple iTunes Store, or wherever you listen to your podcasts.  

Okay. That’s it for today, but until next time, remember, the answers are always in the data. 


Effective Amazon PPC Management: How to get the most of a limited budget

To be honest, paid search marketing is not a child’s play. Although its compelling benefits cannot be overemphasized, just like SEO, it has its own portion of disadvantages.

With no shortage of traffic, Amazon is no doubt a sure place to invest in paid search marketing. According to the research on the “most popular ecommerce websites in the U.S. as of December 2017”, Amazon ranked first with the average monthly users of about 197 million.

Source: Statista

Technically, you can still cut your own share of the cake even with a limited budget, provided you’re working with the right blueprint.

Of course, there are several methods of optimizing Amazon PPC, but here are blueprints on how to get the most out of it with a limited budget.

1. Focus on searchers’ intent and relevance

Source: Amazon

Focusing on your searchers intent and keywords that are relevant to the ad copy you serve is not just a strategy that will help you get the most out of Amazon PPC, but also a tactic to save more. As a result-driven seller with a limited budget, it’s crucial to have a rough idea of what your potential customers think. With this knowledge, you will be able to model the right keyword within the relevancy of what you sell on the Amazon platform.

Do you know that every visitor that visits Amazon’s ecommerce site is ready to buy one or more pieces of stuff from there? In fact, a new Survata study commissioned by BloomReach affirmed that about 50 percent of consumers kick-start their search on Amazon when they are looking to make a purchase.

That being the case, implementing this strategy will not only minimize the rate of irrelevant clicks, it will also boost your ROI by increasing positive CTR and landing more potential customers to your platform — since your keywords are pretty much in line with the searcher’s intent.

So, how do you figure out what keyword your potential customers use on Amazon search box to search for your product? The answer is — by using effective keyword tools.

As a matter of fact, getting the right keywords whether short or long-tailed is not impossible. Here are two tools that can help you find the most important keywords for your products on Amazon.

Keyword Tool

Example of using Keyword Tool to find what searchers search for, long-tail and relevant keywords they use on Amazon

Source: Keyword Tool

As a result-driven Amazon seller with a limited budget, Keyword Tool is a great tool to work with. It will help you discover what searchers search for, and also reveal the long-tail and relevant keywords they use on Amazon.

Keyword Tool presents Amazon keywords in the exact same order as they were from the Amazon autocomplete. It also pulls estimated search volume data for the generated keywords. While you can get keyword suggestions for free even without creating an account here, you can also enjoy more additional data and functionality by subscribing to any custom plan that is within your budget range.

Google’s Keyword Planner

Example of using Google Keyword Planner to find keywords searchers use on Amazon for effective Amazon PPC management

Source: Google Ads

Is it possible to know what keywords searchers use on Amazon with Google Keyword Planner? The answer is yes.

Actually, Google has a storehouse of collected data and with this tool — you can deduce how many searches a given phrase receives and also find other related phrases as well.

Here, you can also segment the collected data by any geographical location of choice which is very helpful for Amazon sellers selling on any Amazon site like Amazon.co.uk, Amazon.ca, and the others.

For the time being, it costs zero dollars to get a Google Keyword Planner. In fact, you do not have to create an active campaign. All you have to do is to create a free Google AdWords account. After that, you can find the Tools tab and click on the Keyword Planner.

2. Optimize your ad text or continually test and tweak your ad copy

This is one of the core parts sellers shy away from. Do you know that you can hit slacks if you’re not tweaking and continuously testing the effectiveness of your ad texts?

Clearly, your primary aim as a seller is to — boost sales, and leads. Whichever you’re paying for on Amazon, you need to constantly test the effectiveness of your ad text. As a matter of fact, If your ad text is not attention-grabbing and relevant to your listings, have it in mind that searchers won’t be clicking on it as expected.

Note: Breathtaking results don’t solely depend on how big your budget is, but on how wise you apportion your dollars.

3. Add negative keywords to prevent spending money on irrelevant keywords

Adding and monitoring your negative keyword list will help you save more money, especially when you’re building broader match types. Just like it sounds — pay-per-click, it’s very easy to throw away $$$ if you don’t perfectly understand the technical know-how.

When running on a limited budget, it is wise to take some necessary measures by adding the probable negative keywords. This prevents your Ads from being clicked by unbeneficial potential customers. More importantly, be very smart and cautious, so that you don’t block terms that are beneficial to your account.

How to identify the right negative words?

Negative keywords are just like any other search words. It could be a long-tailed, short, phrase, or even exact match. And yes, when it comes to this, marketers — big or small budget, loses tons of money when searchers click on their product list without purchasing anything from their page. But the negative keywords setups are a practical shield primarily designed to minimize irrelevant clicks. Hence, it requires absolute wisdom to know which or which not to set up as negative keywords.

While the negative words help you to notify Adwords when to show up your ads, it is important that you know how to identify the right negative keywords to add to the list. Here are two ways to achieve this:

A. Using Google to manually search

To begin with, create about eight to ten keywords that you’re advertising on, then go to Google and start searching them — one after the other. More importantly, when searching, look out for the following:

(i) Look out for what your competitors are advertising.

(ii) See if the results are related to what you search for.

(iii) If they are not, see “why” from the displayed result.

Let’s take, for instance, you searched for “AC repairer” and the following result came out:

Example of using Google SERP to find relevant keywords for Amazon PPC management

Source: Google SERP

Say you’re an AC repairer contractor and you’re advertising your service on Amazon, you’ll observe from the result showing in the image above that one of the results isn’t related to your search term:

The second ad isn’t related because it’s about an expert who trains people on A/C installation online. An AC repairer contractor, in this case, doesn’t train a student on A/C installation. So, therefore, “Lesson on air conditioning product installation,” and its related terms are your sure negative keywords.

The first ad and the third ad informs us more about your service. So, adding the keywords you see like “Best Air Condition Repairers”, “Window Unit AC Repair”, “AC Servicing”, “Residential AC Repair”, and other like terms provides your ad with a better chance of being clicked by your target customers.

B. Using Google suggest terms

Example of using Google suggest terms

Source: Google

Here, every letter you add to the search box will technically change the auto-fill suggestions — simultaneously generating tons of possible ideas.

On the screenshot above, our “phone windshield mount seller” could also add  “Windows 10 app” and “windows 10” to his negative keywords list.

Note: In the Amazon PPC campaign, you don’t have to spend, spend, and spend before you get a tangible ROI. In fact, all you need is to apportion your dollars rightly.

Francis Ejiofor is the Founder and CEO at EffectiveMarketingIdeas, a professional content marketing agency for startups and mid-sized businesses. He can be found on Twitter @anthony_ejiofor.

The post Effective Amazon PPC Management: How to get the most of a limited budget appeared first on Search Engine Watch.