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Google rolls out automatically created assets to all advertisers

Google has rolled out automatically created assets (ACA) for general availability.

The search engine has also expanded the feature to seven new languages:

Dutch
French
German
Italian
Japanese
Portuguese
Spanish

Previously, ACAs were only available for advertisers running campaigns in English in open beta.

What are automatically created assets? Automatically created assets is a campaign-level setting that enhances the relevance of your Search ads by generating custom headlines and descriptions based on your ad’s context.

Why we care. ACAs can boost ad relevance by matching ads and landing pages better, however, it means ceding control to Google’s AI. This might not be suitable for highly regulated industries or brands with strict compliance standards, as you won’t have full control over the ad’s message.

Getting started. To begin using automatically created assets, you have two options:

You can opt in from your campaigns’ settings, where you’ll find the relevant setting to enable this feature.
Alternatively, keep an eye out for the “Enable automatically created assets” recommendation on the Recommendations page, and simply follow the prompts provided there to get started.

What has Google said? A Google spokesperson said in a statement:

“Once enabled, ACAs can improve the Ad Strength of your responsive search ads and show new assets alongside assets you’ve already provided.”
“If there are any automatically created assets you’d prefer to stop using, you can remove them from your ads.”
“In the coming months, for advertisers with English assets in the US and UK, automatically created assets will start using generative AI to help advertisers create even more assets and make them better tailored to people’s search queries.”

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Campaign level. Generative AI for ACAs will be implemented at a campaign-level opt-in setting only. It is not available at account level. The advantage here is as you can control which campaigns are powered by AI when testing.

Deep dive. Read Google’s responsive search ad guide for best practices on creating responsive search ads.

The post Google rolls out automatically created assets to all advertisers appeared first on Search Engine Land.

Original source: https://searchengineland.com/google-rolls-out-automatically-created-assets-to-all-advertisers-432224

Google AdSense adds new tools to make site verification faster and easier

Google AdSense has rolled out two new features to make site ownership verification both faster and easier.

The new site management features are:

Real-time site ownership checks: This tool means Google can verify your site ownership in real time whenever you add a new site to AdSense.
New site verification method: If you’d rather not display ads on your homepage, this new verification method means you can now just add a meta tag instead of using the AdSense code snippet.

Why we care. Advertisers have previously encountered challenges when attempting to verify site ownership, which not only consumed valuable time but also posed potential financial implications. These new tools are designed to steer you clear of such unnecessary delays, ensuring a smoother process.

Additional improvements. Google AdSense announced that it has also rolled out additional changes to its platform to further help advertisers:

Ads.txt improvements: Google AdSense now has a “last crawled data and time” (for example, 17 Aug 2003 16:21) in its “Ads.txt” section, enabling you to see when the platform last checked your ads.txt file.
Check for updates: The platform now features a “Check for updates” button, which allows you to ask AdSense to recheck your ads.txt file.

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What has Google said? A Google AdSense spokesperson said in a statement:

“We’ve made some improvements to site management to make it quicker and easier to verify your site ownership and check your ads.txt status.”

Deep dive. Read Google’s AdSense site list guide or Ads.txt guide for more information.

The post Google AdSense adds new tools to make site verification faster and easier appeared first on Search Engine Land.

Original source: https://searchengineland.com/google-adsense-tools-site-verification-easier-faster-432146

Google quietly increases ad prices to meet targets, claims exec

Google has admitted to quietly tweaking advertising auctions to meet revenue targets.

The search engine “frequently” changes the auctions it uses to sell search ads, increasing the cost of ads and reserve pricing by as much as 5% for the average advertiser.

For some queries, the tech giant may have even raised prices by as much as 10%, according to Google Ad executive, Jerry Dischler at the federal antitrust trial.

Google tends “not to tell advertisers about pricing changes”, he added.

Why we care. Google’s admission has sent shock waves through the digital marketing community, with some now questioning whether the search engine manipulates Smart Bidding for profit. Digital marketing expert Anthony Higman shared on X:

“So I always knew this was the case, but to see it actually stated by the VP of ads is astounding! And what do you think smart bidding is? A smart way for Google to be able to easily manipulate ad prices! SMH.”

Why is Google on trial? Google is on trial for allegedly using underhand tactics to ensure it stays the world’s leading search engine. The U.S. Justice Department claims Google, which owns a 90% market share in search, paid massive sums to companies like Apple to make it the default search engine on products like the iPhone.

What are search ads? Search ads refer to the text and shopping promotions you see displayed at the top of Google’s search results page when users perform queries.

More than 60% of Google’s total revenue is generated by search ads. In 2020, search ads earned the company more than $100 billion, according to Dischler.

Google’s search ad revenue growth has consistently been in the “high teens” since 2012, per documents shown by the Justice Department at the antitrust trial.

Why has Google been tweaking search ad prices? Dischler claimed that staff were “shaking the cushions” to find ways to ensure his team met revenue targets given to Wall Street by Ruth Porat, Google’s Chief Financial Officer. In an email he sent to his team back in May 2019, he wrote:

“If we don’t meet quota for the second quarter in a row and we miss the street’s expectations again, which is not what Ruth signalled to the street, so we will get punished pretty bad in the market.”
“I care more about revenue than the average person but think we can all agree that for our teams trying to live in high cost areas another $100,000 in stock price loss will not be great for morale, not to mention the huge impact on our sales team.”

When quizzed about this email during the antitrust trial, Dischler said his team’s goal was “to get creative so we could meet our quota.”

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Why tweaking ad prices matters. If Google can raise ad prices without facing significant competition, it could strengthen the Justice Department’s case that Google holds an illegal monopoly. This is an argument the department can’t use against Google’s search engine itself, as it’s a free product for users. However, they can argue that increased competition could have addressed other issues, such as privacy standards, in the search industry.

Deep dive. Read our Google search antitrust trial updates article for all the latest news from the courtroom.

The post Google quietly increases ad prices to meet targets, claims exec appeared first on Search Engine Land.

Original source: https://searchengineland.com/google-quietly-increases-ad-prices-targets-432155

Microsoft Audience Ads announces new AI bid strategies and market expansion

Microsoft is launching two new automated bid strategies to help “advertisers reach their target audience with minimal effort”:

Maximize conversion: Advertisers can use this feature to maximize conversions as much as possible, given the budget.
Target CPA: Advertisers can use this feature to maximize conversions as much as possible, given the CPA target and the budget.

The two new offerings are currently in pilot with general roll out planned for October 2023.

In addition, the tech giant has expanded into 58 new markets, meaning its ads are now served in 187 countries across the globe.

Why we care. Automated bidding can save advertisers time and effort, thanks to AI doing the heavy lifting. It takes care of improving your campaign’s performance without you needing to get hands-on. With these particular new bid strategies, you also maintain control as you still have the freedom to set your budget and choose how you want to measure success.

What are Audience Ads? Audience Ads are Microsoft’s native, display ads. These products enable you to target your ideal audience based on Microsoft’s understanding of people’s interests and consumer intent signals. The ads are then served in placements across the web like Microsoft’s MSN, Start, Outlook, and more.

What has Microsoft said? Microsoft Senior Product Marketing Manager Mallory Harwood told Search Engine Land:

“We are continuing to invest in more bid strategies for Microsoft Audience Ads to enable advertisers to meet their goals wherever they are across the globe.”
“Market expansion has been a huge priority for us across our search and marketing offering. We recently expanded our Audience Ads to 58 new markets, which brings us to 187 countries as of mid August – which is huge and very exciting.”
“A couple of years ago, we were only at seven markets – so as you can see, we have been doing a lot of investing very quickly!”

Deep dive. Read Microsoft’s Automated Bidding guidelines for more information.

The post Microsoft Audience Ads announces new AI bid strategies and market expansion appeared first on Search Engine Land.

Original source: https://searchengineland.com/microsoft-audience-ads-automated-bid-strategies-market-expansion-432105

Elon Musk plans to make X (Twitter) a paid-for platform to tackle bots

Elon Musk is planning to make X (formerly known as Twitter) a paid-for platform for all users.

In a bid to tackle the issue of rampant bot activity, he unveiled proposals to roll out small monthly subscriptions during a live conversation with Israeli Prime Minister, Benjamin Netanyahu.

Musk did not specify how much the plans would cost or what features would be included at the lowest tier.

However, he did claim that X now has 550 million monthly users that typically post 100 million to 200 million posts a day – although it’s not yet known what proportion of this data is bots versus authentic users.

This marks a 140% increase on the “average monetizable daily active usage” of 229 million reported by Twitter in May 2022, before Musk’s takeover.

Why we care. Transitioning X to a paid platform could be good news for advertisers because it might mean they get a better-quality audience and fewer problems with bots. That could lead to more conversions and a higher ROI. But there’s a downside: some users might ditch X for free alternatives like Threads, which could shrink the platform’s user base and, in turn, reduce the reach of X advertisers.

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What has X said? Musk told Prime Minister, Netanyahu:

“The single most important reason that we’re moving to having a small monthly payment for use of the X system is that it’s the only way I can think of to combat vast armies of bots.”
“Because a bot costs a fraction of a penny, or a tenth of a penny, but if somebody even has to pay a few dollars or something, some minor amount, the effective cost of bots is very high, and then you also have to get a new payment method every time you have a new bot.”
“We’re actually going to come out with lower tier pricing. We want it to be just a small amount of money [and] in my view, this is actually the only defense against vast armies of bots.”

Deep dive. Read the X blog for more information about the platform’s latest updates.

The post Elon Musk plans to make X (Twitter) a paid-for platform to tackle bots appeared first on Search Engine Land.

Original source: https://searchengineland.com/elon-musk-x-twitter-paid-for-platform-bots-432119

What’s new with the Google helpful content update

The September 2023 Google helpful content update is rolling out as of yesterday at about 4:20 pm ET and while we expect it to continue to roll out for the next two weeks, everyone wants to know what to expect from this update.

Thankfully, Google dropped some clues in its revisions to its search documentation about what has changed with the Google helpful content system.

Let’s dive in.

Improved classifier

When Google announced this update, it mentioned there is an “improved classifier” for the helpful content system. Google wrote, “The September 2023 helpful content update is rolling out with an improved classifier.”

What exactly was improved? That is hard to say but Google did drop more hints.

Hosted third-party content

Google added a new section to its help document on the helpful content update on the topic of hosted third-party content. It reads, “If you host third-party content on your main site or in your subdomains, understand that such content may be included in site-wide signals we generate, such as the helpfulness of content. For this reason, if that content is largely independent of the main site’s purpose or produced without close supervision or the involvement of the primary site, we recommend that it should be blocked from being indexed by Google.”

To be clear, this is not really new advice. In 2019, we reported that Google’s thoughts of hosting third-party content on other sites. “We’ve been asked if third-parties can host content in subdomains or subfolders of another’s domain. It’s not against our guidelines. But as the practice has grown, our systems are being improved to better know when such content is independent of the main site & treat accordingly. Overall, we’d recommend against letting others use subdomains or subfolders with content presented as if it is part of the main site, without close supervision or the involvement of the primary site. Our guidance is if you want the best success with Search, provide value-added content from your own efforts that reflect your own brand.” Google stated in a three-part tweet.

Gary Illyes from the Google Search team added more background on why Google now added this section to the helpful content documentation. “We’ve heard (and also noticed) that some sites “rent out” their subdomains or sometimes even subdirectories to third-parties, typically without any oversight over the content that’s hosted on those new, generally low quality micro-sites that have nothing to do with the parent site. In fact the micro-sites are rarely ever linked from the parent sites, which don’t actually want to endorse these often questionable sites. The only reason the owners of these shady (?) micro-sites rent the sub-spaces is to manipulate search results., he posted on LinkedIn.

Content written by people or machines

Google also removed a few words that clearly reiterated its stance on using AI to help produce content. Google removed the words “written by people” and just wrote “helpful content created for people in search results.”

Here are before and after screenshots:

So humans do not need to fully write the content for that content to be considered helpful according to Google’s helpful content system.

Self-assess your content if hit

If you think this last helpful content update negatively impacted your site, Google said you should self-assess your content. Google added, “If you’re producing helpful content, then you don’t need to do anything; in fact this system may be good for your site, as it is designed to reward helpful content.”

“If you’ve noticed a change in traffic you suspect may be related to this system (such as after a publicly-posted ranking update to the system), then you should self-assess your content and fix or remove any that seems unhelpful,” Google added.

Reviewed by experts

Google updated the creating helpful content document to add “or reviewed” to this line of text “Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?” under the experise questions section.

This again is not new information from Google, Google has been saying it is helpful to have your content reviewed by an expert, if you are not an expert on that topic.

Changing dates of content

One of my personal pet peeves is when sites change the dates or even worse, do not list dates, on their news content. Google added this line “Are you changing the date of pages to make them seem fresh when the content has not substantially changed?” under the avoid creating search engine-first content section.

We see it all the time where sites will make a couple of changes to their content from years ago, update the date, and republish it. This is a common SEO “strategy” that is on Google’s radar.

Adding or removing content for search engines

With the whole CNet debate from a couple of months ago, Google also added this line to that section “Are you adding a lot of new content or removing a lot of older content primarily because you believe it will help your search rankings overall by somehow making your site seem “fresh?” (No, it won’t)”

Be careful when deciding what content to add or remove and think about why are are adding or removing that content.

More to come

In May, Google told us a helpful content system update would be coming this year. Google said this update would enable the helpful content system to “more deeply understand content created from a personal or expert point of view.” Also:

“We’re also improving how we rank results in Search overall, with a greater focus on content with unique expertise and experience,” Google said a few months ago.

But Google said this is not today’s update:

“This work is still continuing and is not part of this particular update. We’ll share more about our work in this area in the future,” Google wrote.

So this is not part of the September 2023 helpful content update.

The post What’s new with the Google helpful content update appeared first on Search Engine Land.

Original source: https://searchengineland.com/whats-new-with-the-google-helpful-content-update-431994

Growing Your Team Through H1-B Visa Sponsorship

Home Business Magazine Online

The H1-B visa program allows companies to sponsor foreign workers who have specialized skills. Especially if you have a job opening that’s hard to fill through the existing labor pool, sponsoring an H1-B applicant is a great way to grow your team. However, there is more to sponsorship than just finding a job opening, getting some applicants, and doing the paperwork. Here is what you need to know about the sponsorship process.

Identifying a Specialty Need

You will need to prove to the government that the work is specialized. Also, the specialized skills inherent to the work must be hard to come by either because of a tight U.S. job market or due to the extreme uniqueness of the job itself. Industries like IT, healthcare, scientific research, academic and engineering employ H1-B visa holders. These tend to be the jobs that appear on the news during reports about tight labor markets.

If you’re unsure whether a job fits the mold, you can compare it to frequently granted applications. H1-B Visas are commonly granted for employees in Information Technology, medical, dental, and educational fields, as well as many other specialized occupations.

Labor Condition Application

Your business will have to document its eligibility to be a sponsor. Likewise, it will have to provide detailed information about the job. You should be prepared to provide financial statements if necessary. Similarly, you will need to provide an assessment of the labor conditions at the business and information about compensation, benefits, complaint processes and prevailing wages in the local area.

Notably, your business must also prove that it isn’t discriminating against U.S. workers. This may include documenting the difficulty your enterprise has had in finding qualified American applicants during previous hiring attempts.

Duration

One of the appealing aspects of the H1-B program is that it has a long duration. The initial grant includes three years of work eligibility for the employee. An additional three-year extension for a total of six years is available, too.

Under special circumstances, the government may grant further extensions in one-year increments. Do note that many H1-B holders will become eligible for green card status before their sponsorship period ends. If you know you have a keeper for your team, your business can be the green card sponsor. This allows the employee to achieve long-term resident alien status or even seek citizenship. Companies that have great track records of helping employees move through the sponsorship system will attract more candidates.

Helping Applicants

A sponsor company can provide significant support to make the process easier for applicants. Many firms offer legal assistance for H1-B applicants. Communicate with the applicant well throughout the process, too. Try to be culturally sensitive, especially if an applicant doesn’t speak English natively. When applicable, provide support for family members who may use dependent visas to come with the applicant to the U.S.

You should also have resources available for the renewal process. Legal support if an extension is delayed or rejected can make a big difference.

If your company requires specialized labor, the H1-B system may be the best way to expand the labor pool. With access to applicants from all over the world, a company can quickly grow its team with qualified and motivated employees.

The post Growing Your Team Through H1-B Visa Sponsorship appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/management/employees/growing-team-through-h1-b-visa-sponsorship/

Grow Your Business with SEO Reselling

Home Business Magazine Online

When you start getting more orders for marketing services than you can fill, it’s time to grow your business. It might even be time to start offering more services.

How? White label SEO agencies allow you to expand your offerings into the SEO space without adding more staff or more office space. With the right white label agency, you can scale up as much as you want and offer your clients low rates on SEO services that you sell to them under your own brand.

Provide More Services Faster, for Less Money

SEO resellers are able to offer their clients fast SEO services at an affordable rate, because white labeling is often a good way to save money. In a number of industries, brands use third-party white label manufacturers to create products they’ll then sell under their label. The manufacturer can use economies of scale to make the products more cheaply without compromising their quality. Customers can get a high-quality product at a lower price. This is done at big box stores, grocery stores, and even at banks, which use white label credit card processors to offer their customers access to credit cards.

A white label SEO agency will likely have more SEO professionals on staff than you can afford to hire. They’ll be able to get more SEO work done faster, so they’ll be able to sell it to you for relatively cheap, compared to the cost of hiring people and providing them with desks, computers, software subscriptions, and office space. You’ll be able to pass that savings onto your client, and they’ll appreciate being able to get access to better SEO services for a more affordable price.

Avoid the Costs of Expansion

Sure, you could hire some SEO staff, move into a bigger office, and start offering your customers SEO services. But SEO resellers avoid the costs of expanding their facilities and taking on new staff. When you think of the tens of thousands you can spend on recruiting and retaining a single staff member, it’s easy to choose a white label SEO provider instead.

SEO reselling makes it possible to grow your business when you don’t have the funds for a big expansion to provide SEO services. Now you can simply sign a contract with a white label SEO agency, and outsource all of your clients’ SEO projects. They’ll never know you didn’t do the work in-house, since you’re selling it under your own brand. You can offer a lot of new services, and you’ll be able to estimate your costs and revenues more easily, too.

Put Your Focus Where It Matters Most

Reselling SEO services doesn’t just save your company money. It saves something even more valuable — time. That’s because your staff will no longer have to worry about doing any SEO work, or about fielding requests from clients curious about SEO work, and explaining why you don’t offer it. If you have some SEO people on staff already, a white label SEO agency can help take some of the load off at busy times or all the time, as necessary.

Your staff will be able to focus more of their time on their own core duties, which is theoretically what they’re best at. They’ll also have more time to put into building client relationships and finding new clients. You won’t expand your client list without putting some work in, and taking SEO services off your company’s plate will help free people up practically and mentally for the important task of bringing in new business.

SEO reselling really couldn’t be easier. You’ll have a contract in place that will outline all the important parts of the relationship, such as the white label license, intellectual property rights, types of deliverables to be produced, and so forth. You’ll give your clients’ orders to the white label agency, and they’ll work together with you to decide what needs doing and what timeline it can be done on. Once you have the finished deliverables, you can just markup the price a little so you get something for your trouble, and resell them to the client.

If you’re ready to grow your marketing business, you need to look into SEO reselling. Even if you have an SEO team already, SEO reselling can help you offer services to more clients while saving money. Whether you just need help with a project or two or want regular, ongoing SEO help, SEO reselling could be what takes your firm to the next level.

The post Grow Your Business with SEO Reselling appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/businesses/seo/grow-business-seo-reselling/

SEO, generative AI and LLMs: Managing client expectations

Large Language Models (LLMs) remain a hot topic in SEO – especially with the popularity of OpenAI’s ChatGPT and other generative AI tools with user-friendly chat interfaces.

It’s so easy to get excited about the potential of generative AI and what it means for an SEO strategy. But managing client expectations remains critical.

This overarching guide serves to help SEOs educate clients on the potential functionality of LLMs as it applies to SEO from the client perspective. This pragmatic approach will help you set and maintain realistic expectations throughout your SEO projects.

Preliminary steps: Ask the client the right questions

Some clients come to the table operating from info collected in word-of-mouth interactions, social media posts, and headlines rather than a detailed understanding of what AI is and how it works.

As the expert in the room, the SEO maintains the responsibility of naming both the benefits and drawbacks of using AI tools for organic search initiatives.

Asking the right questions before jumping in too far clarifies objectives and serves as a preliminary risk assessment for all parties:

Assess client familiarity

Gauge the client’s knowledge of LLMs (as it pertains to SEO) to ensure effective communication.

If the client brings up the topic, ask leading questions about what inspired the ask – whether it was an intensive course, first-hand experience, or a stakeholder brainchild. The conversation allows SEO to steady the course.

Understand client desires around ROI

Determine what the client hopes to achieve in terms of return on investment (ROI) by using these tools.

Learn about the potential investment in enterprise or developer-owned versions of the tools that can offer more in terms of privacy and/or quality output.

Clarify client objectives

With more context, help the client shape their specific goals for using generative AI in their SEO strategy if unclear.

Empirical testing: Measure feasibility, quality and time commitment

Conduct empirical tests to assess the effectiveness of generative AI for a given task.

To get started, outline the steps involved in conducting empirical tests, such as:

Setting up test environments (which LLMs are being used).
Creating and experimenting with prompts.
Evaluating the quality of generated responses.

Evaluate the feasibility, quality, and time efficiency of LLMs compared to manual methods.

Ensure that these metrics are directly tied back to any initial objectives set, providing a complete feedback loop in your project management.

Offer a formal point of view (POV) before initiating work

A well-crafted POV document can help set clear expectations for clients.

A typical POV on using LLMs in SEO could include the following sections:

Introduction: Briefly explain the purpose of the POV and its importance in answering the client challenge at hand. Name the problem the client aims to solve and frame the usage of AI as a possible solution.
Competitor/landscape research: Look to competitors to determine how they are integrating AI technologies into their SEO and digital marketing processes. Whether the use case is backend or user-facing, a competitor who is already using the technology offers a glimpse into what looks to be pure hype versus what produces results.
Capabilities: Outline the specific features and benefits of generative Ai based on the client’s ask. Avoid oversharing jargon-ridden details unless necessary. It may be useful to include screenshots of outputs from the tool.
Limitations and risks: Dispel the notion that LLMs are a cure-all solution by explaining their limitations. Note that LLMs are evolving, and today’s hurdles might not apply soon. Conversely, today’s capabilities could be scaled back due to legal or ethical implications. Discuss potential risks associated with using generative AI, such as privacy concerns, data security, or the possibility of generating inappropriate, inaccurate or biased content.
ROI: Provide an estimate of the potential ROI based on the project’s objectives and scope. Consider naming the effort and impact of the work compared to doing it manually.

Creating a comprehensive POV document establishes a solid foundation for managing the client’s perspective and enables all parties to be on the same page before moving forward with the project.

Establish objectives and goals for generative AI and LLM usage

It’s no secret that effective marketing initiatives, SEO and otherwise, are built around clear objectives and goals.

Based on the client’s initial questions and the response to a POV, formulate Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) SEO goals for your project to ensure the usage of LLMs is for a specific purpose.

Define key performance indicators (KPIs): Identify metrics that will be used to evaluate success. Both SEO metrics and product output metrics might be considered based on client goals.
Incorporate objectives and KPIs into an SEO roadmap: Develop a roadmap that outlines how you will achieve your goals.

Incorporate goals into an SEO roadmap

Using the findings from researching and testing the LLM tools, adding sensible deliverables to your SEO roadmap allows you to make necessary adjustments that align with your client’s overall goals and strategies.

Remember that setting and managing expectations is an ongoing process, so be prepared to adapt and adjust your strategy and roadmap as needed due to technological advancements and changes in the legal landscape.

With proper planning and communication, you can help your clients harness the power of LLMs while minimizing potential risks and maintaining a sustainable and ethical approach to SEO.

Look to the future in answering client questions

When addressing client questions about AI and LLMs, consider the future implications of implementing the tools in an SEO strategy.

Stay informed about industry trends and updates to make well-informed decisions about which tactics to employ.

For instance, while ChatGPT and similar tools can quickly generate FAQ and how-to blocks with associated schema, Google recently announced that this feature is being phased out for most sites. This emphasizes the importance of recognizing that the longevity of certain tactics may be uncertain.

In other cases, it is a matter of considering ethical concerns for a suggested SEO strategy using something like ChatGPT.

For example, if a client intends to automate SEO content creation for numerous pages using prompts like “Write a 500–700-word search engine optimized article about Carpet Cleaning in XYZ City” without human supervision, imagine the potential impact on user experience and search engine reactions to similar content across multiple websites.

Pose questions such as:

What happens if everybody does this?
How would consumers react to seeing ten similar generative-text-created blogs on 10 similar websites?
How might Google modify its system if/when this occurs?

This line of thinking can help prevent wasted resources and ensure a more sustainable approach to SEO.

Conclusion

By following the steps outlined in this article, and maintaining open lines of communication with your client, you can foster stronger relationships and ensure the long-term success of your SEO projects.

The post SEO, generative AI and LLMs: Managing client expectations appeared first on Search Engine Land.

Original source: https://searchengineland.com/seo-generative-ai-and-llms-managing-client-expectations-431979

Google launches new AI tool to improve YouTube ad optimization

Google Ads has launched a new feature to assist advertisers in optimizing their YouTube campaigns

Known as Creative Guidance, this innovative tool is now available through Recommendations and has been integrated into Video Analytics within Google Ads.

Creative Guidance leverages AI to evaluate your content and offer best-practice feedback. For example, if critical information is missing from your video ad, Creative Guidance will notify you, ensuring that your campaigns are as effective as possible.

Why we care. Creative Guidance offers rapid feedback and actionable steps for enhancing video ad performance, ensuring ideal setup and quick optimization to maximize your video ad’s performance.

Creative attributes. Creative guidance can detect if your video ad is missing the following key creative attributes:

Brand logo: Shows a prominent brand logo in the first 5 seconds.
Video duration: Follows the recommended video length based on your marketing objective.
Voice-over: Uses a high-quality, human voice-over.
Aspect ratio: Ad group includes all 3 video orientations, at least (1) horizontal 16:9, (1) vertical 9:16, and (1) square 1:1.

Depending on what’s missing in your video ads, you’ll get suggestions for high-impact improvements as well as links to handy tools that could boost the performance of your campaign.

Google has confirmed that it will be introducing more attributes in the not-too-distant future.

How it works. To access Creative guidance in Google Ads, follow these instructions:

In your Google Ads account, click the Campaigns icon .
Click the Assets drop down in the section menu.
Click “Videos”.
Click the “Analytics” tab next to “Videos”.
Select your video ad in the drop down menu.
In the “Ideas to try” section below the retention curves, you’ll find the creative attributes you’re missing with recommendations on how to take action.

The steps listed above are part of a new Google Ads user experience that is set to launch for all advertisers in 2024.

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What has Google said? A spokesperson for Google Ads said in a statement:

“We’ll let you know if your video is missing a best practice. If we have a recommendation or tool to implement a suggestion such as adding a voiceover, we’ll direct you to it.”
“Voiceover has a big impact on YouTube. Thanks to the power of AI, quality voiceovers in 15 languages are accessible directly in Google Ads (both in the asset library and built into the video creation tool) and coming soon to Ads Creative Studio.
“Similarly, if your campaign would benefit from videos in different durations, we’ll guide you to Trim video. Or, if you’re missing a horizontal, square or vertical video, you can easily create one using a variety of high-quality templates.”
“These features empower marketers to take charge of their creative. AI can help turbocharge performance by tuning creative elements across all the different viewing experiences and content that YouTube viewers love.”

Deep dive: Read Google’s Creative guidance in Google Ads update in full for more information.

The post Google launches new AI tool to improve YouTube ad optimization appeared first on Search Engine Land.

Original source: https://searchengineland.com/google-ads-creative-guidance-improve-youtube-ads-432016