The holiday season may look different this year, but the gifting component appears to be in full swing. In response, the Google Shopping Gift Guide has already compiled a list of trends covering which products seem to be generating the most interest in 2020. Unsurprisingly, Exults found that a lot of trends the search giant underscored can be linked back to the “new normal” consumers have faced in 2020.

Given that people are spending more time at home and supplementing in-person interactions with virtual ones, search trends are reflecting these changes in behavior. Consumers are more interested in items that can keep them occupied at home or improve their technological experiences. 

Here are some of the online behaviors highlighted inside Google’s Shopping Gift Guide:

Consumers Want Better Tech

With just about everything going virtual in 2020, it is probably no surprise there is a demand for improved technology this year. Many professionals have moved to remote work, and plenty of children are learning remotely as well. Individuals are also using FaceTime, Zoom, and similar applications to replace in-person socialization. Naturally, people are looking to upgrade their devices.

Google’s gift guide confirms this, revealing that both monitors and headsets in microphones witnessed a 450% increase in searches. “Streaming” searches spiked by 33%, and the search volume for ring lights—which provide improved lighting when using video—is the highest ever.

With more time spent in front of screens and increased necessity when it comes to video and audio quality, Google’s guide suggests helping loved ones amp up their tech reserve this holiday season.

Hobbies and Home Improvement on the Rise

The year 2020 not only forced individuals to use devices more frequently; it also pushed consumers to remain at home more often. This may be why Google determined hobby and home-related items are receiving more interest than usual.

One of the major categories in Google’s shopping gift guide is related to baking and cooking, two hobbies people seem to be fostering with lockdowns and stay-at-home orders effective. According to Google, bakeware and cookware searches have increased by 34% in 2020. Searches for coffee makers and recipes have also reached an all-time high. This means kitchenware or recipe books are likely to be appreciated gifts this holiday season.

Gaming is another prominent category on Google’s list, with searches for consoles up by 39%. Although gaming searches typically skyrocket this time of year, Google has seen interest hit a five-year high in 2020. This is likely in part due to the release of next-generation consoles like Sony’s PlayStation 5 and Microsoft’s Xbox Series X and Series S.

Focusing on Health

Google focused on both physical and mental well-being in this year’s guide, with exercise and self-care as two of its categories. During unprecedented times like these, consumers are no doubt experiencing increased stress. Perhaps that’s why they’re seeking out items that will alleviate that burden.

Per Google’s report, self-care searches reached a high this year, increasing by 250%. Gift baskets and care packages have seen increased interest, with searches 130% higher than usual. Skincare searches have also jumped up by 29% in 2020, with Google recommending a number of beauty items in its gift guide.

In terms of physical wellness, searches for exercise are up by 85% this year. Instead of sitting around during their increased time at home, it seems consumers are making an effort to get in shape. According to Google, search interest for workout equipment has jumped 116% in 2020, and interest in sportswear has reached an all-time high with its 23% increase.

With such an increased focus on well-being, Google has highlighted fitness and self care-related items for this holiday season.

Kids Keeping Busy

Whether they’re remote learning, using a hybrid approach to schooling, or simply not seeing neighborhood friends as often, kids have more time on their hands in 2020. Naturally, that means parents are attempting to keep them engaged and occupied. It seems increased play is the answer families are turning to, and this was especially evident when the health crisis first emerged. According to Google, both board games and puzzles saw atypical spikes in interest back in April.

These are among the items the search engine is suggesting for kids in its gift guides. Searches for roller skates and longboards have also hit record numbers this year, suggesting kids are playing outside more. Whether this will continue through the winter remains to be seen.

Overall, kids seem just as intent on staying busy and taking up new hobbies as adults. The year 2020 has no doubt tested all of us, but consumers are finding ways to adapt to the “new normal.” Clearly, for many, this also means shifting behaviors when it comes to making purchases.

The post An Overview of Data Inside the Google Shopping Gift Guide appeared first on Exults Digital Marketing Agency.

Curious about the newest PPC trends?

Google reported $33.74 billion in the third quarter of 2018 in ad revenue. Facebook reported $13.54 billion in that same quarter for ad revenue. This is significant for two reasons.

First, other PPC platforms, such as LinkedIn, Pinterest, and Bing are galaxies away from contending with these digital ad giants. Second, the sheer number of marketers you must contend with for PPC space is colossal. To get ahead of the competition, you must master the process. And use the most up-to-date information.

And that’s why we’re here today. In the sections below, we outline the biggest PPC trends for 2019, so you can be on the top of your game. Read on when you’re ready to discover the newest advances and blow away your competition.

PPC Trends: #1 Decline of Keyword Importance

The days of keyword stuffing are long gone. The keywords themselves also seem to be losing their value for PPC campaigns. What do we mean? Let’s take a look.

If you’re a marketer, you’ve already seen the expansion added to Google’s Remarketing Lists. We’re talking Customer Match lists, Search Ads, and Similar Audiences for Search. Well, now marketers must power to target their audience by both demographic AND life events.

That reduces the significance of keywords.

Google promises to soon offer the ability to target users based on their other behaviors:

• Frequency visiting real-world stores or restaurants
• Frequency researching and comparing products or services

With this, marketers can target prospects based solely on behavior. It may completely revolutionize your lead generation strategy.

#2 Voice Search

Finally, voice-supported technology reigns. Both pc and mobile devices offer a range of compatible voice recognition software. Think Siri and Alexa. Other stripped-down devices, such as Amazon’s Echo, Google Home, and Apple HomePod, offer voice-only web searches.

Voice support is becoming ubiquitous.

By 2020, over 50% of all web searches will be voice searches. That’ll make a difference to your PPC strategy. People use different language and phrasing when performing voice searches.

In other words, you’ll need to figure out how to add natural language into your website copy. After you update your web copy, consider adjusting your AdWords account:

• Match your keywords to voice searches.
• Use longtail, 5- or 6-word phrases
• Use phrases that incorporate “near me”

Try to focus on the prospects intent when searching. For instance, traditionally, users may have performed a search using the query, “Trendy Bars San Francisco.” With a voice search, the same user may say, “I need a trendy bar that serves marguerites near me.”

#3 Visual Search

Now, this is futuristic technology coming to life. Services like Pinterest Lens and Google Lens can now search the web for items you snap pictures of. You just take your phone, snap a picture of whatever you’re looking at, and Lens performs a search.

This will affect search dynamics, and therefore PPC. Unfortunately, nobody’s sure quite how. Keep your eyes peeled for this new technology and how it’s impacting marketing.

#4 Video

Did you know that YouTube has become the second most used search engine? Yeah, so if you’re thinking of branching out, the video ad market is the place to be in 2019. Things like Google’s recent vertical video ads are taking advantage of mobile content over performance.

We recommend you investigate this option before 2019, so you can hit the ground running in the new year.

#5 Amazon Rising

Amazon is building its innovative advert platform to compete with Google and Facebook. The online store is offering marketers a greater scope of options to generate sales. Experts argue that Amazon is going to dominate the market, just as they dominate seemingly every other market.

Once again, keep your eyes peeled. This time, for Amazon’s advert platform in 2019.

What’s Next?

Well, now that you know the newest PPC trends, please spend some time evaluating how they’ll affect your marketing strategy. If you can get in on the ground floor, you’ll see a surge of both conversion rates and ROI.

Did you find this material valuable? We’d love to help you get your PPC campaign started. Contact us today for more information!

The post Top 5 PPC Trends to Watch Out for in 2023 appeared first on Exults Digital Marketing Agency.

But, how do you do that?

Ads are a great way to send targeted traffic to your website, but if you’re not using proper PPC optimization, then you’re going to miss out on a lot of leads.

Keep reading to find out everything you need to know about PPC marketing.

What is PPC?

PPC stands for Pay Per Click. It’s a type of advertising you can do in which you pay when somebody clicks on your link. When you do a Google search, the ads at the top are PPC ads.

Compared to other types of ads, PPC is more cost effective because you only pay when someone actually interacts with your link. This means that the number of people that see the ad is irrelevant.

However, you can also end up wasting a lot of money on PPC advertisements if you’re not optimizing your landing pages. Landing pages are where a potential customer ends up after they click on your PPC ad.

If you have a lot of people clicking the link thatddoesn’ttake any further action on your website, then you won’t make your money back on advertising. This is why PPC optimization is vital.

How to Optimize Your Site for PPC Marketing

Here is a brief guide to optimizing your website for PPC campaigns:

1. Related Content

When someone clicks a link, it’s important that they get exactly what they’re looking for. For example, if someone searches for “how to tie a shoelace” and your ad pops up, the page that ad takes them to needs to be about tying a shoelace.

2. Visuals

We can not emphasize enough the importane of appealing visuals. The brain processes images significantly faster than it does text, so it’s crucial to include images and videos on your landing pages. You want a visitor to quickly be drawn into your site, and visuals are a great way to do that.

3. White Space

As important as visuals are, white space will also allow a visitor to hone in on only what’s most important.

Picture a web page where every inch of it is covered in blocks of color, tacky banner ads, and excessive text. How much time would you spend on that page trying to find useful content?

Make sure you have plenty of white space so the images and text stand out.

4. Easy to Read

Don’t have a rainbow of colors in fancy fonts moving across your page. You want the content to be easy for your visitors to read. Include headings, small paragraphs, bulleted lists, and tables where you can.

This is especially important because of how many people use mobile devices to browse the web. Keeping things easy to read keeps visitors on your site.

5. Clear Call to Action

Your call to action (CTA) needs to be clear. Once you’ve provided a visitor with the answer to their question, tell them what you want to do next. Should they order a product from you, sign up for your newsletter, or schedule an appointment?

Pick just one action you want a visitor to take, then let them know and make it easy for them to do so.

Get Help with PPC Optimization

By preparing your landing pages and carefully selecting keywords, you’ll be able to grow your business by capturing targeted leads.

We want to provide a free assessment of your website today, so fill out our form and we can help you implement PPC optimization for your business.

The post The Importance of Optimizing Your Landing Pages for PPC Campaigns appeared first on Exults Digital Marketing Agency.

In 2016, Google announced it would change the way its search index operates, gearing its algorithms toward the mobile version of sites. Google began a test run in December of 2017 and announced it’s conducting its first wave of transitioning as of March 2018.

According to Google’s Webmaster Central Blog, mobile-first indexing means Google will utilize the mobile version of a web page for indexing and ranking, to better help primarily mobile users find the answers to their search queries.

Simply put, as mobile search has surpassed desktop search, Google wants to ensure that mobile users are shown content that is formatted to fit their screen and a website they can navigate efficiently. This is due to desktop sites often having features that include elements that are missing or created to be viewed on mobile devices. If a mobile user clicks on a Google search result and the page loaded is optimized for desktop, this can cause issues with reading content, site navigation, and conversion (forms & phone calls). Google wants to make its search engine results pages (SERPs) are as efficient as possible for all users, regardless of device.

Although Google claims that the mobile-first indexing won’t directly impact website rankings, it does note that having a mobile-friendly site will likely help it to better perform in mobile search results.

Google’s transition to mobile-first indicates a lucrative opportunity for businesses to update their site’s mobile optimization to adjust to Google’s new ranking methods.

There are many facets to mobile optimization including but not limited to

• Responsive Web Design
• Avoid using interstitials
• Maximizing Site Speed with Search Engine Optimization
• Using Schema Markup to Create Knowledge Graphs

Google’s entire business and foundation is built upon the principle of giving users the information they want as fast and accurate as possible. If a user searches “home A/C repair”, they want to see a compiled list of the closest a/c repair businesses in their area and the phone number easily clickable (no one has time to memorize a number and manually type it in their keypad).

Whether you’re a local business looking to drive foot traffic, or an online retailer looking to increase sales, ensuring your website is mobile responsive is more important than ever.

Not sure if your website complies? Contact Exults Internet Marketing to see how we can bring your website to the forefront of search engine results and bring you the business you want today!

The post Google Rolls Out Mobile-First Indexing appeared first on Exults Digital Marketing Agency.

But who are we really focused on here? In the world of internet marketing, we focus on Google.

Despite a growing number of controversies, it’s business as usual at Google parent Alphabet Inc. The company recorded its 32^nd consecutive quarter of revenue growth of 20% or more, continuing to establish its general dominance over the industry – the Search Engine King of the Jungle.

The 2017 Fourth Quarter earnings revealed sales of $32.32 billion and a profit of $9.70, which were lower than Wall Street expectations. Despite the stock drop, Google’s core ad business remains healthy, which has helped push Alphabet to a 24% year-over-year increase in sales.

Why might you ask?

Google handles nearly 92% of internet searches, owns the world’s dominant video site (YouTube), and continues to build in other areas. Its cloud computing alone brings in $1 billion per quarter, according to Google Chief Executive Sundar Pichai. It’s no surprise that Google overshadows all other search engines.

“What time does Starbucks open?” “I don’t know. Just Google it!”

No other engine has its own verb. Case closed.

In other news, the social media guru, Mark Zuckerberg, announced Facebook is making strides toward developing more meaningful connections. By changing the algorithm for the core News Feed, many investors have raised eyebrows due to a subsequent reduction in time actually spent on Facebook.

Zuckerberg said, “By focusing on meaningful connections, our community and business will be stronger over the long term.”

It’s clear that Facebook is actively addressing user experience and maintaining a sense of community and meaningful connections. This should help sustain consumer usage and subsequently grow advertiser demand into the future.

If you have any questions about adverting on Google or Facebook, one of our search or social media experts can assist you online or over the phone.

The post Alphabet Stock Falls Yet Revenue Still Climbs (Are You Surprised?) appeared first on Exults Digital Marketing Agency.

Keywords Still Indicate Relevance

First, you can rest assured that keywords still indicate relevance, which is one of Google’s main ranking factors. Good, accurate keywords have always helped Google determine whether your content is relevant to an internet user’s search, and they still do. The main difference is that keyword relevance (Page rank) isn’t the only ranking factor now. Google’s algorithm uses over 200 factors to rank your website. Now Google uses a mixture of content quality, inbound links, outbound links, social media shares, website navigation, site speed and much more to determine your authority.

Google No Longer Requires Exact Match Keywords

In the past, content marketing strategists would typically strive to identify specific niches by targeting keywords and incorporating them as much as possible throughout the text. After the Google Hummingbird update, the search engine moved away from exact match keywords. Google is becoming smarter and more human making it easier for the search engine to understand natural language and not only specific keywords. Repeating keywords over and over is no longer useful and will actually devalue your content or deem it less trustworthy. It’s actually more helpful to gear your content toward what is natural to read and how a user would search it on their mobile device. Longtail keywords are still helpful in Meta Data, title tags and throughout the content, but it’s more important to focus on the relevance of your content and it reading in a natural way.

Keyword Placement May Matter More

Exact match keywords may no longer be necessary, but helping Google and other search crawlers determine the intent of your content as quickly as possible will almost certainly help your page. Placing relevant keywords as high on the page as possible, such as in the title, description, and introduction, is likely to be more important than keyword density. When Google indexes your site, having relevant keywords in the titles of your main pages, in headers and h2s and in alt tags will definitely make your site more identifiable and easier to crawl for Google.

Search engine optimization is always changing and Google will continue to update it’s algorithm, therefore, it’s important to stay on top of any industry updates and how to make sure your website is adapting as soon as possible. If you’re unsure of how to tackle your website’s SEO, contact Exults for all your SEO needs.

The post Is Keyword Density Still a “Thing”? appeared first on Exults Digital Marketing Agency.

Business Services

At a cost per click (CPC) of over $58, “business services” is by far the most expensive AdWords keyword in 2017. There’s heavy competition for this keyword, but with a successful campaign and an appropriate price point, it could be worthwhile for your business to pay that high price tag.

Casino

Online casinos aren’t legal everywhere, but their popularity is growing rapidly in many parts of the world. At a CPC of more than $55, it’s clear that “casino” is a keyword that primarily high rollers can compete for.

Lawyer

With a CPC of nearly $55, “lawyer” is a pricey keyword. If you offer legal counsel, it may be better for your budget to compete for lower-priced keywords that are more pertinent to your firm’s specialization.

Insurance

From health insurance to auto insurance to homeowners insurance, protecting yourself and your property is a hot topic. At a CPC of over $48, “insurance” is an expensive Google AdWords keyword and one that can be tricky to compete for, especially if your profit margin is slim.

Degree

As universities vie with each other to advertise their online degree programs, it becomes increasingly difficult to capture that search traffic organically. At a CPC of over $47, however, “degree” isn’t necessarily easy to design a PPC campaign around, either.

Whether you’re dealing with expensive or affordable keywords, you need an AdWords campaign strategy that works for your business. Find out how Exults’ search services can drive traffic to your website and put your brand in the spotlight.

The post 5 Most Expensive AdWords Keywords appeared first on Exults Digital Marketing Agency.

Here are just a few ways you can prepare.

Create a Responsive Website

Migrating your existing content into a fully responsive website will help when the mobile-first initiative goes live. Google has maintained a desktop-first index and has promised to continue crawling desktop websites after the change, but you’re still doing yourself a favor if you update before launch.

Google will update any responsive websites with mobile annotation updates to speed up the indexing process, which gives you an advantage. Fortunately, you still have time, as the initiative isn’t scheduled to roll out until 2018 or later.

Add Content to Your Mobile Site

Most businesses publish most of their content on desktop sites. The bad news is, if your mobile site has less content than the desktop version, Google may only see the lackluster mobile version, which can reduce your search rankings. While switching to a responsive website is ideal, you should be adding plenty of content to your mobile site in the meantime.

Focus on Expandable Content

Google hasn’t weighed expandable content as heavily on desktop websites, and by “expandable content” we mean information hidden in tabs and other expandable boxes. With the mobile-first indexing, however, this hidden content is given full consideration by Google because it makes more sense on mobile.

Start planning your long-term SEO strategy now with Exults. Contact us today to partner with an experienced full-service agency that anticipates these changes and can help you prepare.

The post Get on Board with Google’s Mobile First Initiative appeared first on Exults Digital Marketing Agency.

Buy Button Beta Requests

Purchases on Google is still in its beta stage, but the program is now open to U.S. merchants wanting to request access. Retailers can gain access via the Google Merchant Center under the Merchant Center Programs section. The pilot program was originally announced in 2015, and with the beta program already open to merchants, it’s safe to assume the “buy button” features is well on its way.

Google has remained quiet about the program, mainly because it’s faced challenges. Impression volume for the ads are as low as 20 to 30 percent, and the company needed to expand its retail categories. As it stands, customers will be opted in by default and will receive retail marketing and promotions.

How the Program Works

Purchases on Google offers merchants the option to display a “Buy on Google” button in product ads. Customers will see it at the top and won’t have to take any additional steps when they want to make a purchase.

In the closed beta, the button is only available on Android devices. Also, mobile users with Google Wallet can take a shortcut to make a purchase from a Google-hosted landing page. Essentially, Google is adding its own shopping cart, so you can imagine how much competition this will offer eCommerce sites like Amazon in the future.

Take advantage of the Purchases on Google early while you still can. Contact Exults at 866-999-4736 to see how a full-service digital marketing agency can hook you up with the most innovative marketing solutions.

The post Google Adds Buy Button to Search Ads appeared first on Exults Digital Marketing Agency.

The “Fred” Update Had a Large Impact on Overall Rankings

Some websites report that Google’s “Fred” Update on March 7 caused them to lose at least 50 percent of their search traffic. Many black hat SEO brands, in particular, were upset, which means that this update focused on quality and targeted poor ranking practices. In particular, Fred went after websites that were trying to aggressively monetize their content even at the expense of usability. However, websites with thin content and poor mobile experiences were also penalized.

The May 19 Update Changed Overall Keyword Rankings

Many experts were baffled by the May 19 update from Google. This update changed the ranking of thousands of keywords and made several tracking tools react, but not as many people complained about them. Some websites saw a major impact, but many others continued on as business as usual. A few bloggers suspect this update just provided minor changes to better rank websites for quality.

The June 24 Update Affected Positions 6-10

One of the most recent updates occurred on June 24, which affected sites who commonly ranked in positions 6-10. This is why many people aren’t talking about the update. It’s common for brands to notice when they fall from position one, but changes below position five are rarely noticed.

To further discuss Google’s Algorithm changes and how they might affect your brand, reach out to the organic search team at Exults. We keep our finger on the pulse of search engine news so our clients are prepared for whatever comes their way.

The post Google Algorithm Updates and What They Mean for You appeared first on Exults Digital Marketing Agency.