Digital Marketing: Your Guide to Online Success

Google AdSense , the famous search engine platform that generates revenue for websites through its ads, is leaving its old experiments behind. Known for offering ads tailored to its target audience, giving them complete control over their ads and prioritizing the highest-paying ones, as announced on its official blog , it now wants to join forces with one of the most important features of Google's philosophy: the quality of its content . Thus, the ads provided by any website managed by AdSense will be managed by Google itself , and it will have the final say on whether a piece of content can be published (valid ad) or not (inappropriate ad or one that doesn't meet the established requirements).

What does it mean that Google AdSense is changing its policies?

This means that, starting in September, products from the Google AdSense online advertising network will be evaluated— and/or penalized if they do not meet the minimum quality requirements —in order to offer appropriate, high-quality advertising content to all users. Today, there are already many invasive advertising systems on the Internet, which bombard users with irrelevant information and prevent them from clearly seeing the content of the website they are visiting. Given the circumstances we find ourselves in, AdSense wants to support a healthy advertising ecosystem that adapts properly to existing advertising systems and its open and free system, while merging with its planned ongoing evolution. So far, it has been very friendly to all forms of advertising displayed on the website, as long as they generated a strong response, as it was considered to be interesting content for a large audience. However, this change also presents us with a view that is reluctant to that system, which in some ways can be considered "hypocritical."

Is this Google AdSense move a hypocritical one?

While it's true that a page's reactions or visits tell us how much traffic it has, AdSense will stop investing in clicks from this direct or social traffic (which comes from unreliable and massive traffic), sticking solely to organic traffic (generally considered more accurate to the reality we live in). What does this mean for the traffic of each of these sites? Basically, it focuses on the fact that all sites can continue publishing ads if they wish, but that Google AdSense doesn't consider all ads from social networks to be quality content and, therefore, could disqualify them. However, it's true that Google has warned that it will send an email to all AdSense users and that, if your site is penalized, it will give them the opportunity to reconsider the site's structure according to the required characteristics. Even so, AdSense assures us that, in principle, you don't need to do anything to correct your ads unless it sends you a notification informing you of its non-compliance.

The main idea of Google AdSense is, basically, to advertise what is most relevant to the consumer .

This is known through Google's proprietary technological system, which provides automated results by indexing the content of its websites, their location, and other factors, in order to reach the most suitable consumer for the ad. Google AdSense made this project official a few months ago, confirming that it would be implemented starting September 15th as an update to the ad units published on its websites, as a guarantee of quality. Furthermore, given criticism from some users regarding the complexity of previous experiments, they have also decided to eliminate those they consider unnecessary or ineffective. However, just as they eliminate their experimental errors, they maintain those that have worked, while continuing to add new methods to improve their performance in the long term. In 2018, for example, they introduced a site verification process to provide additional guarantees for the publication of the ad in question. This allowed for more direct and rapid feedback communication with site editors, reducing the likelihood of future violations of established regulations . This experiment, established in 2018, along with those implemented this September 15th, will improve the defenses of the systems that identify "invalid" or high-risk traffic even before ads are published. This reduces irrelevant ads for the user and maximizes revenue opportunities for legitimate publishers, providing unmatched content transparency. In short, Google AdSense is once again experimenting to improve the quality of its users; it will lean toward protecting organic traffic (of higher quality), leaving aside direct or social traffic (more superficial) in order to support a healthy ad ecosystem for its users. What do you think about the ongoing AdSense experiments? Are they really an effective solution? If you want to stay up-to-date with the latest news and articles from the world of digital marketing, visit our blog and we'll keep you updated.

This September, Google Ads —the popular Google platform specializing in online advertising, formerly known as Google AdWords— will eliminate the average position from its system due to its lack of effectiveness in meeting Google's desired results . It will be replaced with four new metrics that will make it easier to gather information about ads in a clearer and more effective way.

But to clarify, what is the average position of Google Ads?

This metric is one of the ways to classify Google ads and see their relevance to the competition around them; concepts we discussed in previous articles if you'd like more information. To discuss this phenomenon, the ranking in which the ads are placed on a web page comes into play, that is, the order or position in which they are placed according to their relevance to Google and/or its users (or what they pay). However, this average position is not the actual one; rather, it is the position it has in relation to the rest of the competing ads found on the same website. Until now, this form of positioning has been one of the most important ways to advance Google's own campaigns and, therefore, one of the most used. It helped us position ourselves where we wanted and monitor our positioning in the SERPs .

What does Google Ads take into account when ranking your ads higher or lower?

Obviously, the main thing—as a fundamental and fundamental phenomenon for Google—is the quality of the content you offer ; the better it is, the higher your ranking will be. But that's not the only thing it takes into account. Through auctions, Google Ads assigns a position to each ad based on five basic factors . These are:

• Content quality
• Maximum bid or CPC that the advertiser is willing to pay to better position their ad
• Minimum quality of the Keywords or other minimum limits that the advertisement in question must have to participate in the auction
• User search context (their location, keywords used, search devices, intent, etc.)
• Impact, that is, how the announcement will affect Google itself.

Why is this metric being eliminated now?

What does Google have in mind for this September? How do these four new metrics differ from the ones previously implemented? We'll explain below. While it's true that until now it was one of the most important metrics, it has been proven that its results couldn't be considered 100% reliable since, as we mentioned, since 2016, the position it gives us isn't the real one. What happened starting in 2016? Basically, the metric position was no longer a reliable source on which to base our campaign optimization; being number 1 no longer guaranteed anything. This happened as Google Ads changed the way it displayed ads in search results; a fact that unbalanced the standards established until then, and therefore, the average position shown in the column began to be increasingly distant from the actual position of the ad it was analyzing. From that moment on, Google considered the information provided by this metric to be worthless since it wasn't a reliable source, and that's why it has sought alternatives to begin implementing them starting next September. This has been done to facilitate accurate ad knowledge and facilitate campaign optimization. However, Google Ads has stated that it intends to continue its previously mentioned trend of bid automation , thus saying goodbye to manual bidding and increasing automated bidding.

What new metrics will we expect at the beginning of this month?

We are talking about four new improved metrics:

1. First, we find the impression share metric at the absolute top. This metric tells us the percentage of times your ad's ranking increases more or less than your competitors'.
2. Second, we have the top impression share metric. This tells us the number of times our ad surpasses organic search results and, like the previous metric, tells us how many times our ad is ranked above others, either by being in the first position or by being above organic search results in the SERPs.
3. Third, we'll also find the metric that tells us the top impression share, as well as the absolute top (the latest new metric). The top impression share tells us the ratio of impressions our ad has when it actually appears at the top, with those estimated to have appeared above the organic search results. The absolute top impression share tells us the ratio of impressions our ad has when it actually appears at the top, with those estimated by Google Ads to have appeared above.

These metrics allow us to see, in addition to the position of our ads in a clearer and more transparent way, the potential of the keywords we use , as well as advice on which ones we can use to improve them. In short, we can see that the way we position ads has changed, leading to a significant improvement, and it has allowed us to optimize our campaigns in a more realistic and concrete way. The increased information they offer us, the security and concise tracking of our ads, and the clarity of the knowledge provided by the new metrics make our advertising campaigns an easy and effective way that we can monitor through real, daily updated results . If you'd like to learn more and learn the latest news or articles on Google AdWords, you can visit our blog or contact us. As an agency specializing in Google Ads strategy, we'd be happy to assist you.

Google has launched the next generation of Smart Shopping campaigns as a subtype of campaigns to make it easier to manage campaigns, improving conversion value and expanding reach. It uses automated bidding and placement to promote your products and business on different networks (Shopping, Display, YouTube, etc.) and achieve better results. The goal of this Smart Shopping campaign is to simplify campaign management, boost sales, and achieve greater reach on Google. These objectives are based on the retailer's commercial objectives and increased sales.

How Google Ads works to automate automatic bidding

Following Smart Display campaigns, Smart Shopping is now here, which will be a huge benefit for all of us who manage campaigns. It will allow us to focus on what's truly important: strategic decision-making . At ClickOnline360, we establish these strategies after a phase of structuring, analysis, optimization, and implementation, among other tasks. All of these strategies are developed by a team with extensive experience and kept up to date with the latest and most effective developments in the sector.

Smart Shopping Consideration

It's important to keep in mind that Smart Shopping campaigns take priority over standard campaigns. This priority leaves traditional campaigns without impressions. If we need complete control over a product category, we shouldn't include it in Smart Shopping.

How does Google Ads Smart Shopping work?

It's based on machine learning with automated bids based on intent signals . It selects the most appropriate bid for each user using contextual signals unique to each auction. Campaigns contain Shopping Product ads and banner ads that include remarketing ads to similar audiences. They can also appear on YouTube, Gmail, and of course, the Google search network. The automated process of creation and placement ensures that ads appear in the most relevant advertising spaces, while simultaneously configuring bids to maximize their conversion value. Users' search queries on Google search and predicted intent are used to determine the products to display from their feed. For Display, ad personalization is determined by the user's interaction with the website, automatically creating a relevant ad for users who have previously visited our site and shown interest in our products.

How to create Smart Shopping campaigns?

The first thing to consider when creating a Smart Shopping campaign is:

• Define conversion tracking settings.
• Achieve a minimum of 20 conversions across all Shopping campaigns over the past 45 days.
• Add a global tag to your website.
• Have 100 active users on your remarketing list.
• Linking your Google Analytics account will allow you to define tags there.
• Comply with requirements and policies for Shopping campaigns and ads.

These requirements are necessary for us to achieve the desired results. The more data Ads has at its disposal, the better and more efficiently it will work, and automation will bring us greater benefits.

How to launch a Smart Shopping campaign.

Steps to follow to launch the Smart Shopping campaign:

1. First we will log in to Google Ads.
2. From the pages menu we will click on Campaigns.
3. To select New campaign we will press the plus sign
4. Select the campaign objective or, if desired, we can leave it without defining a specific object.
5. Select Shopping as the campaign type.
6. From the Merchant Center, choose the account with the products you want to publish.
7. In the campaign subtype, choose Smart Shopping Campaign.
8. Give a name to the campaign.
9. Define a daily budget.
10. Bidding will maximize conversions.
11. Define a target ROAS (optional).
12. Choose the products to advertise.

Creating Remarketing Ads Adaptive to the Display Network and YouTube

Once we have the 12 previous points, we have to define the creation of Remarketing ads adaptable to the Display Network and YouTube, therefore we will upload the resources we are going to use as follows:

Logo

If we already have it in Google Merchant, we won't need to do anything.

1. Requirements;
   1. 1200x1200 pixels.
   2. Maximum size 1 MB.
   3. Transparent background recommended.
2. Image: That represents your company
   1. Requirements
      1. Horizontal orientation.
      2. Ratio: 1.91:1
      3. Text must be no more than 1 MB and occupy less than 20% of the image.
      4. Recommended size of 1200x628 pixels.

Text

With your company details

1. Parts:
   1. Short title (maximum 25 characters) appears on the first line of the ad if the long title does not fit.
   2. Long title (maximum 90 characters) appears on the first line of the ad if the long title does not fit.
   3. Description (maximum 90 characters) appears on the first line of the ad for larger ones.
   4. Final URL: This will be the URL to which the ad click sends us.

Final steps to create the campaign

To finish our campaign, we will have to perform the following steps.

1. Check out some of the possible announcements from the preview.
2. Click Save.

Machine learning takes time for campaigns to optimize based on audience, budget, and products. Therefore, it's a good idea to allow time for your Shopping campaign to work properly.

 

In this article, we'll try to explain in detail and clearly what SEO is and what it's used for. We're sure you've heard about SEO or Google positioning many times. You might think these terms don't affect your digital business or online marketing strategy, since you already pay for Google Adwords ( now Google Ads ) and your strategy is perfect without having to go through a content study, a web audit, or heeding the recommendations of the almighty Google to get web traffic.

 

As an SEO consultancy and Google Ads specialist , we have to tell you that you're wrong, since keyword positioning is essential to avoid disappearing from search engines . Imagine for a moment that during your SEM/Adwords campaign period, you have to divert part of the money you pay to other activities within your company. If you don't have a good SEO strategy, you automatically disappear . And I'm sorry to say, if you're not on Google, you don't exist!

 

In this article, we want to give you a series of recommendations so you can stop asking that question...

 

“Okay, but how do I position my website? ”

 

Because with a basic understanding of SEO positioning, you'll have enough to start working on your digital goals.

 

Of course, the first thing we recommend is acquiring a free SEO tool and starting a real search engine strategy , as you'll be surprised to learn that there are alternatives to Google, such as Yahoo and Bing. Globally, Yandex for Russia and Baidoo for China, just to name a few, are some of the most popular search engines in the world, but they can also generate interesting traffic and potential new customers.

 

Are your ideas clear? Let's get started.

 

What is SEO?

 

SEO stands for Search Engine Optimization . The main purpose of an SEO strategy is to get the largest number of keywords in the best positions in search engines so that we attract the largest possible number of visitors to our website. However, it doesn't end there, as it's pointless if a user arrives at our website and leaves immediately , thereby increasing the website's bounce rate and, therefore, penalizing Google and other search engines.

 

A bounce rate is calculated based on the number of users who enter the website, visit a single page, and then leave.

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That's why it's essential not only to implement an SEO strategy for keyword positioning , but also to create correct content that is highly focused on answering the user's questions. This is the way to ensure that the user stays on the website long enough to avoid increasing the bounce rate and gain a potential client.

 

Another key aspect is to be familiar with the terms used by SEO specialists to know exactly what they're referring to at any given time. Here are some of them:

 

What are Keywords in SEO?

 

This is the keyword we want to rank our website for . If we have a business focused on selling dog collars, our main keyword to work with is "dog collars," but Google is smart enough to recognize and semantically differentiate keywords. Therefore, if "dog collars" is our main keyword, we can also work with its variants:

 

• Dog collars
• Dog collars (Adding an s at the end makes the word different)
• Dog collars

 

Each of these words is different for Google and will have a different search volume, so it would be a matter of studying all the options and positioning those in which the KD (keyword difficulty) best adapts to our work times, strategy and budget .

 

 

 

 

 

 

 

What are Long Tails?

 

Long Tail, explained simply, are Keywords but long.

 

In 2020, there has been an increase in so-called " voice searches ." Tools like Siri, Alexa , and Google Assistant mean that users don't have to type what they want to search for into their smartphone or tablet, but rather have it dictated by voice . This makes it easier to search for something in more detail by not having to use their hands:

 

“Ok Google, search for golden retriever dog collars ”

 

The bold example is a long-tail search, where we see how the user not only searches for dog collars, but also adds the dog's breed.

 

 

In this regard, content should be tailored not only to those who type their search but also to those who search by voice, in order to offer the most accurate results and generate real, quality traffic to our website.

 

But long tails aren't just voice-based. During this past 2019, various studies showed that users are increasingly specific in their searches and, therefore, are using long tail keywords much more frequently .

 

What is a SERP or Search Engine Results Page?

 

The SERPs (Search Engine Results Pages) are the search engine results pages where we find search results in the format of Snippets, Rich Snippets, Rich Cards, news, videos, images and much more .

 

To understand SEO correctly, you need to understand what the SERP is and all its features.

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In short, it's the page you find when you search for something on Google, and it gives you a series of results . Don't worry, if you don't know what we're talking about, you'll understand a few points further down.

 

Although the best way to understand what a SERP is is to see it with this graphic example:

 

 

What are Snippets, Rich Snippets, and Knowledge Graphs?

 

Snippets

 

Snippets are the results of the search taken by Google through the Metadata and displayed in the SERPs .

 

A Snippet is the response that our website displays in a search engine to the query made by the user.

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Google takes the information from the metadata (which we will see a few sections later) and displays it in the following way.

 

 

This is how a user normally sees us, but Google goes much further when it comes to displaying results in the SERPs. What if we want to be more striking? Well, although this is advanced SEO positioning , or at least not so basic, we will explain what a Rich Snippet is .

 

Rich Snippet

 

This is a rich snippet in the search results . Although, as always, a picture is worth a thousand words:

 

 

In this case, we see rich text snippets in Google results in a simple yet user-friendly way. In the same box, we have a small illustrative image, in this case a recipe, and a review of it, which can refer to the quality of the food, or even the quality of the item in question.

 

In any case, it is a reference so that the user performing the search clicks on these featured snippets before the non-featured organic snippets.

 

There are also variations for products, services, articles, jobs, books, and more.

 

However, what is currently working best in Google is the one known as Knowledge-graph , and in short, it is a Rich Snippet but with greater visual and content quality and which in SEO is known as position 0.

 

Knowledge-graph or Position 0

 

As in the previous points, a graphical example will better determine what a Knowledge-graph is :

 

 

As we see in this case, the snippet consists of a larger image and the recipe's ingredients, which helps the user know for sure if it's the recipe they're looking for so they can click on the link and see the preparation process. And like this, there are many types of Knowledge Graphs; here are more examples:

 

 

 

In this pair of examples, you can see that there is a variety in this type of snippets , which, without giving all the information, offer enough to make the user click interesting.

 

However, this is a somewhat negative section for certain types of businesses , since in many cases this featured Snippet offers enough information to prevent the user from clicking on any search results, resulting in the loss of visits to the website.

 

On the other hand, and as we mentioned a few paragraphs ago, this type of snippet often occupies Google Rank 0, which means it is above position 1 of the search engine .

 

On some occasions, we have detected that we position a word, for example gazpacho recipes, and our keyword is in position 8 of the search engine. However, by having correctly programmed the systems that launch this type of enriched text , Google also shows it in this zero position, which is at the very top, and also your search result in position 8.

 

Google doesn't do this to compensate us for a job well done—I wish!—but rather to offer a better response to its users . The bot detects our content, evaluates it, and decides it should rank eighth, but during its reading, it finds our rich code, and in the other results, it either doesn't like it or can't find it, and therefore decides that the user should see that code snippet in addition to our result.

 

What is a Bot?

 

Just as you've wondered , "What is SEO?" You've probably wondered , "How does Google work?"

 

Without getting into complex technicalities, we can say that Google uses a series of bots with enough intelligence and capacity to read our content, organize it, and position it.

 

A bot is a computer program that performs automated, often complex, tasks . Google has several bots that work differently and coordinate with each other to perform search engine optimization. These bots learn and improve over time.

 

Although they always need the human aspect that, among other things, works to improve these bots and avoid SEO malpractice or what is known as Black Hat SEO.

 

HTML and CSS, important for SEO positioning

 

In short, these are the basic languages used to display a website to the user via their browser.

 

HTML and CSS, contrary to what many sites indicate, are not programming languages , but rather tag languages in which each tag wraps the content to be displayed and gives it a style with CSS code, which is a cascading language for providing the design you want for your website.

 

It's important to have a basic understanding of HTML to be able to implement tracking codes, tags, and other elements necessary for SEO. On the other hand, knowing CSS helps give your website a touch of design and usability, which is also increasingly important.

 

I recommend this article from the Mozilla Foundation detailing this type of language, and our CSS Course to learn the basics of the style language.

 

What are Meta Keywords?

 

Meta Keywords were a fundamental part of SEO , and I say that well, they were, since they've become obsolete for some time now. These tags are inserted inside your website's <head> tags, and in them you tell the search engine the target words for which you intended to rank that page, article, or product.

 

They eventually lost their value as Google and other search engines were able to interpret the target words without meta keyword optimization. Furthermore, the goal of search engines is to satisfy users with their results. Therefore, they are increasingly improving their capabilities when it comes to crawling web content and positioning it, ignoring some of the so-called Meta Tags.

 

• Meta Title and Meta Description (Metadata)

 

Remember the previous point about SERPs? Have you ever wondered where Google gets those results and text from? Well, the answer is Meta Titles and Meta Descriptions . Depending on the year you're looking at, this section may have become obsolete, and we'll explain why.

 

Our goal as an SEO positioning company is to understand and study the changes in the different algorithms that primarily comprise Google. We'll discuss this in an upcoming Technical SEO article and another on Advanced SEO. During these analyses of search engines like Google, Yahoo, and Bing, we found that the trend is shifting from the character limits currently recommended in meta tags to pixels... Boom, your head has exploded and you don't understand a thing! Don't worry, we'll explain how Google displays the SERPs in its search results.

 

We'll keep it as simple as possible and without getting into technicalities; we'll get to that later.

 

Google launches its spiders (bots, crawlers, etc.) to study the content and assign it a value (formerly Page Rank). Once this process is complete, it reads the entire HTML code of the website in a matter of milliseconds, and within it are these meta tags that tell the search engine how we want to be displayed in the search results. It will take the Meta Title and place it in the blue section with a link in the SERP, and the Meta Description and place it in the white and gray sections of the SERP.

 

These texts, to use the analogy of a supermarket, are the packaging that must enclose the product. That's why it's so important to treat and maintain them well. If we don't add these meta tags manually or do so incorrectly, Google will search the content for the first thing it finds within the HTML tags that it considers visible text and index it. Don't know what we're talking about?

 

Here is an example:

 

 

In this example, we see two very unusual search results . This is because the WordPress installation uses a plugin called Visual Composer to create web pages. This element creates a series of shortcodes that allow users to create their website without any programming or computer language knowledge.

 

The problem we encounter here is that by not defining Meta tags, Google has located the plugin code as the first text for the description and has indexed it as is. Now tell us, would you enter this website to see its product or would you not trust it?

 

Well, although I can't name the website for privacy reasons, it's a movie site, with no risk, that's losing traffic due to its lack of metadata protection.

 

The way to implement these, I assume that if you are learning Basic SEO, it is almost certain that you are working in a CMS, Content Management System, type WordPress or Prestashop, so I have to tell you that you are in luck, with a simple Wordpress plugin you can implement these and in Prestashop they come by default, Yoast Plugins, Wordpress SEO and similar help you to place the meta tags correctly.

 

Regarding what we discussed at the beginning of this section, metadata has a limit of approximately 50-70 characters for the title and 110-140 for the description . By including this limitation in the meta tag, we end up with shortened titles and shortened descriptions, which gives a negative impression, or it doesn't fully convey the message you want to convey to the user searching for you.

 

Google now limits the size of the metadata by pixels, which gives us the ability to " play " with it more, adding elements like emojis and others that weren't possible before. The point, ultimately, is to make our product more attractive, like in a supermarket.

 

The importance of links and link building in SEO

 

Links are, to a large extent, one of the ranking factors that our SEO agency values most, and various studies have shown us that Google values most, along with content.

 

One of the most difficult aspects of ranking is creating quality content that truly interests the user who visits our website. But even more difficult is getting that user to link to us from their own website, adding value to our content. That's why Google highly values links when evaluating our content.

 

Unfortunately, where there's a law, there's a loophole. Link building is nothing more than attracting links by taking some action that also benefits the other party, whether financially, by exchanging links, or by paying for our business's materials.

 

This is why we strive to offer free SEO positioning , meaning that the monthly management fee includes strategies that are sufficiently interesting for the user to voluntarily create the link, or, failing that, the benefit is equal for both parties through a link exchange.

 

In any case, we'll go into more depth on this topic in the more advanced SEO section we're preparing.

 

Responsive and SEO

 

Have you ever run an email marketing campaign and your users tell you that the product price isn't visible or that they can't find what they're looking for? That's because the user accessed the site using a tablet or mobile phone, and your website content isn't properly adapted.

 

He thinks that if the user doesn't see it well, neither does Google, and it will rate it negatively.

 

In 2018, Google actually began evaluating the content of a website's mobile version, using the so-called Mobile First Index, before its PC counterpart, which obviously values it, but increasingly less so than the adapted version. So, that tells you everything.

 

Fortunately, these days, you don't have to have a domain for the PC version and a subdomain for the mobile version, as you used to. Nowadays, with a little knowledge of HTML and CSS , and a little Boostrap, you can have a website fully adapted to both PC and mobile.

 

But we have even better news if you don't have that knowledge of markup or programming: CMSs like WordPress, Joomla, Prestashop, and others do most of the work for you. In any case, we always recommend having that basic knowledge to be able to work on at least basic SEO.

 

We'll go into more detail on this aspect in the more advanced SEO article, but you should know that having a properly mobile-friendly version is very important.

 

Is SEO Free?

 

Yes, of course, SEO is free. The time you invest in research, finding the right niche, the right keywords, content, tools, and all the work involved, whether you do it yourself or hire a specialist SEO agency , comes at a cost that you must assume.

 

One of the main problems we encounter as SEO companies is that ROI (Return on Investment) is difficult to quantify in this field since there is no way to immediately measure the results. Also, unlike Google Ads, keyword ranking takes a long time to be reflected, since we depend entirely on Google updates and changes in the SERPs, Google results pages. Sometimes the optimization that an SEO company can perform can take months to be reflected in the search engine. For this reason, we strongly recommend that you fully understand what SEO is before hiring an agency or specialist.

 

Conclusions on What is SEO?

 

We know this is a long article, but we want to take your mind off what SEO is and give you a basic understanding of SEO, its meaning, and how positioning can benefit your business or online pages. In upcoming articles, we'll share SEO tools and more advanced steps so you can understand how Google works and what you can do to get to know it better.

Google's most well-known online marketing tool, along with its search engine, Google Adwords, has changed its name to become more simplified as Google Ads , a name change that not only summarizes the name of Adwords itself, but goes much further, and here we explain it to you . At Click Online 360 we are a Google Ads agency with extensive experience in the sector. As AdWords specialists, we know the ins and outs of this tool perfectly well, which is why we are telling you about the new modification and what real repercussions it has for Adwords users and clients. We have been informed of this change in the Google brand for weeks, and as expected, this was not just a name change campaign , but has also come with a series of changes and strategies from the almighty Mountain View company with the aim of making the work of an AdWords specialist, now a Google Ads specialist, easier and more bearable . In addition to the modification to ad management, Google is also launching two more sections dedicated to improving digital marketing management itself with the Google Marketing Platform and Google Ad Manager platforms . These are intended to improve the optimization of the user/search engine connection and to enhance 360-degree digital marketing by focusing on its online business and its various advertising platform variations on tools aimed at the public, such as YouTube.

After almost 20 years of existence, a change in Google AdWords was needed to bring new vitality to the sector, and Google knows this, which is why it has decided to give its platforms a facelift, both aesthetically and practically, with its new Google Ads.

Of course, this change will also bring better optimization and adaptation to the world of mobile telephony, which, as Ads experts and SEO specialists well know, is the step that Google has bet the most on in 2018 with clear actions such as AMP, which was already announced a few years ago, long tails related to voice search and, above all, Google First Index , Google's new bet for content indexing.

How will my business be affected by this switch from Google Adwords to Google Ads?

As a Google Ads-specialized agency and a Google Premier Partner , we've been working to understand this new change in Google's strategy in detail. We can assure you that it's a positive change that doesn't negatively affect users; quite the opposite. This rebranding by Alphabet Inc. of its subsidiary, Google, has the clear objective of improving the work, connection, and optimization of clients with the platform. Therefore, there's no need to worry about these changes. The other two platforms created by Google with this modification are Google Marketing Platform and Google Ad Manager, which, as we mentioned before, fulfill a clear function and help with 360º marketing. They have unified tools that are already obsolete in some cases or difficult to use in others, hosting them in a single location, making management much easier for both the client and the specialist who wishes to use them. Platform is the unification of the DoubleClick Digital Marketing and Google Analytics 360 tools , which will now be integrated into this section of Google. In this way, digital marketing specialists will have a series of optimized tools to improve their ability to observe results, study them, and carry out marketing actions aimed at improving clients' SEM and SEO. We will also be able to inform our clients in a simple and clear way so that we don't lose them with analytics and statistics that are not modular and don't really provide any specific information to the user, leading to greater confusion. With this tool, we will be able to measure the results of our actions beyond those of Google itself , which will help us considerably when carrying out specialized work in Ads and SEO. Ad Manager has been one of the adaptations, and the work has been more extensive than that carried out by Google in its optimization, as it took them about three years to develop the idea and implement it. This section is designed to unify the criteria and optimization when working with other advertising platforms and Google AdSense to show better and more consistent results. This change by Google was necessary, and many specialists and industry workers were increasingly demanding it, as their tools were becoming obsolete over time. Working with Google Search Console, Google AdWords, Double Click, Analytics 360, and other similar tools was sometimes tedious and even somewhat frustrating. During this time, Google is working harder on these platforms , and we're already seeing the new Google Search Console and Creators Studio for YouTube, both in BETA version but with much improved options and formats compared to the previous ones. The adaptation of Google Ads represents a similar change, so with all this, we can offer much more effective 360º marketing. It's important that we, the AdWords agencies, be the first to start using the new names for their platforms, and that when we refer to Google AdWords management or courses, we do so using the new terms and refer to them as Google Ads courses or Ads specialist and management .

Google has launched Adwords Sheets, a handy tool for extracting data from Google Analytics, Adwords, and Adsense directly into Google Sheets. Called the Adwords Sheets Add-on, it allows you to quickly import data from Google AdWords into Google Sheets to create customized, easy-to-update analyses and reports.

How does Adwords Sheets work?

To start using the AdWords add-on, you must install the add-on from Google Chrome and authorize access to your AdWords accounts. You can also link it to a My Client Center (MCC) account, which also allows you to select multiple accounts and import data into a single report. With the add-on, you can choose metric columns, set filters to narrow the scope of the data, and name the report from a sidebar in the "Report Settings" tab. Once opened, the report data will be available in a new tab with the name you assigned, allowing for easy identification and access. To edit a report, you can return to the "Add-ons" drop-down menu and select "Edit a Report" from the AdWords overflow menu. In that section, you will also find the option to update reports with the most recent data.

Sharing Adwords Sheets reports

Another advantage of the AdWords add-on is that you can share reports with anyone, just like with Google Sheets. You can also control who can see them, thanks to the privacy and sharing features. In conclusion, the new Google Sheets add-on makes it easy to create, run, and update AdWords reports, and although it's still in beta, reviews have been very positive. You can download the beta version here. If you want to know all the latest news about Google AdWords, we'll tell you about it here .

If you own a small or medium-sized business with an online presence, you've surely heard about the advantages of Google AdWords. However, sometimes there are doubts about what this powerful tool can offer and how to measure its results. Google AdWords campaigns for SMEs can be very successful; in fact, this is one of the best ways to attract traffic to a website or online store and, of course, gain customers. Even so, Google AdWords doesn't magically generate results, so it's essential to have an agency specializing in AdWords for SMEs to appropriately choose keywords, set a suitable budget, and take full advantage of all the benefits.

Is it worth creating Google Adwords campaigns for SMEs ?

The answer is yes and below we explain why.

1. Reach the people who are looking for you

Choosing the right keywords in an AdWords campaign for SMEs is essential to reaching your target audience at the exact moment they're searching for your products or services.

2. Think global and act local

One of the biggest advantages of AdWords for SMEs is the ability to target ads within a specific geographic area, thus reaching more customers near you.

3. Direct your potential customers to specific landing pages

When someone clicks on a Google AdWords ad, they are taken to a website. However, with proper optimization, it's possible to select pages that target a specific product or provide the information a potential customer is currently searching for, thereby increasing the chances of conversion.

4. Fast and transparent results

Google AdWords for SMEs allows for detailed tracking of campaigns, visits, and conversions. It's also possible to run A/B tests to compare results and maximize ROI. AdWords results and reports are easy to understand and can be obtained from the moment a campaign is activated. This tool's dashboard allows you to view not only conversions but also clicks, keywords used by visitors, cost per click, and much more.

5. Immediate results

Other marketing tools can take time to activate, making the conversion process longer and harder to measure. However, AdWords ads become visible from the moment the campaign is activated, generating faster results. Google AdWords is a powerful tool that, if used correctly, can be very effective. Having an agency specializing in AdWords for SMEs is essential to reaching your audience more precisely, generating conversions, and achieving success. Contact us and we'll help you grow your business and increase its visibility online.

A well-designed AdWords or Google Shopping Action campaign can make a huge difference for brands and businesses; and to achieve this, it's essential to have a Google AdWords Agency. A professional and certified agency not only means executing campaigns with well-thought-out, analyzed strategies primarily aimed at meeting client objectives, but also means staying up-to-date on Google's latest developments in Spain, the United States, Latin America, and around the world. One of this year's new features, to which Google AdWords agencies have had access before anyone else, is Google Shopping Action , a tool that allows retailers to display their products on different Google platforms and that will undoubtedly revolutionize the world of online sales. You're probably wondering why Google Shopping Action is expected to revolutionize e-commerce and the way products are displayed online. Well, because this tool allows users to use shared lists, a universal shopping cart, or instant payment with previously recorded and saved data to accelerate conversion and provide a better search and shopping experience.

In short, a Google AdWords agency works to maximize the performance of a campaign by implementing the best and most innovative Google Shopping Action tools in a specialized manner.

Below, we'll tell you all the reasons to hire a certified agency and start selling and succeeding online.

1. Continuous support

Personalized support and attention are essential to improving the performance of new and existing AdWords campaigns. A good Google AdWords agency not only develops excellent visibility strategies to generate conversions, but also regularly analyzes campaign performance and identifies areas of potential growth for each client.

2. Exclusive access to Google news

For example, Google Shopping Action , a tool that officially launched in early March, but which Google AdWords agencies already had access to. Certified agencies have access to information, data, and new trends provided directly from Silicon Valley.

3. Access to Google's latest beta features

A Google AdWords agency not only receives information on new developments and trends much earlier, but also has the ability to test and pilot new Google features, applications, and functions up to a year before they become available to the general public.

4. Continuing education

Ongoing training is necessary to update, improve, and increase proficiency in AdWords and other Google advertising products, with the goal of expanding the range of benefits for clients. In conclusion, a certified Google AdWords agency has the ability to comprehensively plan, execute, and optimize digital marketing campaigns. Want to learn more about Google Shopping Action and Google AdWords? Click here.

What is Google Shopping Actions and what are the benefits for retailers?

Competition in e-commerce is growing. The online retail market leader, Amazon, continues to grow and increase its profits, so Google, in an attempt to keep up and better position itself against its main rival, has announced the launch of a new shopping service called Google Shopping Actions. This innovative system will allow retailers to display their products in Google searches and offer a more comprehensive customer experience, ranging from search to purchase and shipping.

What Google Shopping Actions offers

Google Shopping Actions allows listed products to appear across all Google platforms, including the increasingly popular smart home ecosystem of Google Assistant and Google Home for voice shopping. In fact, according to the Mountain View giant, since the launch of the Google Home Mini and Home Max on October 19 of last year, a device has been sold every second. This is a truly impressive figure considering it's something new, limited to a few countries, and arguably still in development. Returning to the topic of Google Shopping Actions , we see how, thanks to its features, the future of e-commerce could take a rather unexpected turn. Some of its most important functions are:

• Shared lists with saved payment credentials, allowing customers to purchase products from multiple devices.
• Google Assistant with Voice Shopping, which offers customers a hands-free, voice-powered shopping experience.
• Universal shopping cart, to merge purchases from mobile, desktop, and even Google Home devices.
• Instant checkout, 1-click reordering, and personalized recommendations at the most likely moment to purchase.
• Loyalty program for high-value customers.

Benefits for small retailers

In addition to making stores and products more visible, the biggest advantage Google Shopping Actions offers small retailers is the sales model. Shopping Actions uses a pay-per-sale model, meaning the retailer only pays Google a portion of each actual sale through the system. Although the rates have not yet been announced, they are expected to be very similar to those of Amazon. Businesses of any size can participate in the system; in fact, a specific turnover is not required as long as they sell products from the categories included in the program: household goods, kitchen and bathroom, electronics, health and beauty, pet supplies, sporting goods, toys, clothing, food, etc. Google Shopping Actions appear within the advertising and sponsored products section on the Google Search and Google Shopping pages, so organic results are not affected. So far, the sales system is only available in the United States, where retailers participating in the pilot program (Target, Walmart, Home Depot, Costco Wholesale, among others) saw their customers' average shopping cart size increase by 30%. The company has not yet announced a launch date for Spain and the rest of the world, but according to the latest news, it is expected to be very soon. If you'd like to learn about this and other Google news , be sure to visit our blog to stay informed at all times.

Until recently, Google AdWords offered four keyword match types: phrase match, exact match, broad match, and negative match. However, to create more optimized ads and impact conversion rates, it was sometimes necessary to combine phrase match and exact match in a single keyword. Let's take, as an example, a transportation company that offers trips only from Barcelona to Madrid and for which a keyword pattern was established that matched the following searches:

• Barcelona to Madrid by bus
• Bus from Barcelona to Madrid

Since the search results for trips from Madrid to Barcelona aren't relevant, we should find a way to avoid matching the following searches:

• Madrid to Barcelona by bus
• Bus from Madrid to Barcelona

But even though the ideal formula for this case was "Madrid to Barcelona" + "bus," using different match types within the same keywords wasn't possible. Instead, it was only possible to include the exact match type in all existing combinations of the query, resulting in endless lists and a lot of time wasted. Solution: The AdWords broad match modifier

The AdWords match modifier is a powerful tool that allows you to combine phrase match, exact match, and broad match into a single keyword.

This wonder allows us to achieve much greater reach than exact match, but with greater control than broad match. How does it work? The AdWords broad match modifier is very simple; it simply involves adding the + symbol to a word accompanied by other words already in broad match. Whereas, if we add a period between words that begin with the + symbol, they will appear in the matching results in that same order. In other words, it works as a phrase match within the general keyword. This Google AdWords system is especially useful when the specific order of the words completely changes the meaning of the search, as we showed in the example: "Bus Madrid to Barcelona/Bus Barcelona to Madrid." Let's look at other examples and ways to use the broad match modifier:

Match type	Syntax	Example	Matching search
Phrase match and broad match modifier	+phrase match +broad match modifier	+car insurance +Albacete	Car insurance policy in AB
Phrase agreement and phrase agreement	+phrase agreement +phrase agreement	+luxury bus +Bilbao to Seville	Luxury bus tour for 8 people from Bilbao to Seville
Phrase match and broad match	+phrase match Broad match	+blue soccer shoes	Cheap blue sneakers for summer sports
Phrase Match and Broad Match Modifier and Broad Match	+phrase match +broad match modifier Broad match	+Chinese restaurant +Cheap Bilbao	Affordable Chinese restaurant in Bilbao

In conclusion, AdWords experts attest to the benefits of the broad match modifier, especially when analyzing click-through rates (CTR) and conversions. This system can be very effective for optimizing keywords and being more selective with matches, especially when the specific order of words has a significant impact on results. Are you up for trying it? If you'd also like to learn about the most common Google AdWords errors, you can do so by visiting this link .