Category: Internet Marketing

Men’s Journal is the latest publication to be called out for using AI to generate content that contained several “serious” errors.

What happened. 18 specific errors were identified in the first AI-generated article published on Men’s Journal. It was titled “What All Men Should Know About Low Testosterone.” As Futurism reported:

Like most AI-generated content, the article was written with the confident authority of an actual expert. It sported academic-looking citations, and a disclosure at the top lent extra credibility by assuring readers that it had been “reviewed and fact-checked by our editorial team.” 

The publication ended up making substantial changes to its testosterone article. But as Futurism’s article noted, publishing inaccurate content on health could have serious implications.

E-E-A-T and YMYL. E-E-A-T stands for expertise, experience, authoritativeness and trustworthiness. It is a concept – a way for Google to evaluate the signals associated with your business, your website and its content for the purposes of ranking.

As Hyung-Jin Kim, the VP of Search at Google, told us at SMX Next in November (before Google added “experience” as a component of E-A-T):

“E-A-T is a template for how we rate an individual site. We do it to every single query and every single result. It’s pervasive throughout every single thing we do.”

YMYL is short for Your Money or Your Life. YMYL is in play whenever topics or pages might impact a person’s future happiness, health, financial stability or safety if presented inaccurately.

Essentially, Men’s Journal published inaccurate information that could impact someone’s health. This is something that could potentially impact its E-E-A-T – and eventually the rankings – of Men’s Journal in the future.

Dig deeper: How to improve E-A-T for YMYL pages

Although, in this case as Glenn Gabe pointed out on Twitter, the article was noindexed.

While AI content can rank (especially with some minor editing), just remember that Google’s helpful content system is designed to detect low-quality content – sitewide – created for search engines.

We know Google doesn’t oppose AI-generated content entirely. After all, it would be hard for the company to do so at the same time as it is planning to use AI chat as a core feature of its search results.

Why we care. Content accuracy is incredibly important. The real and online worlds are incredibly confusing and noisy for people. Your brand’s content must be trustworthy. Brands must be a beacon of understanding in an ocean of noise. Make sure you are providing helpful answers or accurate information that people are searching for.

Others using AI. Red Ventures brands, including CNET and BankRate, were also called out previously for publishing poor AI-generated content. Half of CNET’s AI-written content contained errors, according to The Verge.

And there will be plenty more AI content to come. We know BuzzFeed is diving into AI content. And at least 10% of Fortune 500 companies plan to invest in AI-supported digital content creation, according to Forrester.

Human error and AI error. It’s also important to remember that, while AI content can be generated quickly, you need to have an editorial review process in place to make sure any information you publish is correct.

AI is trained on the web, so how can it be perfect? The web is full of errors, misinformation and inaccuracies, even on trustworthy sites.

Content written by humans can contain serious errors. Mistakes happen all the time, from small, niche publishers all the way to The New York Times.

Also, Futurism repeatedly referred to AI content as “garbage.” But let’s not forget that plenty of human-written “garbage” has been published for as long as there have been search engines. It’s up to the spam-fighting teams at search engines to make sure this stuff doesn’t rank. And it’s nowhere near as bad as it was in the earliest days of search 20 years ago.

AI hallucination. If all of this hasn’t been enough to think about, consider this: AI making up answers.

“This kind of artificial intelligence we’re talking about right now can sometimes lead to something we call hallucination. This then expresses itself in such a way that a machine provides a convincing but completely made-up answer.”

– Prabhakar Raghavan, a senior vice president at Google and head of Google Search, as quoted by Welt am Sonntag (a German Sunday newspaper)

Bottom line: AI is in its early days and there are a lot of ways to hurt yourself as a content publisher right now. Be careful. AI content may be fast and cheap, but if it’s untrustworthy or unhelpful, your audience will abandon you.

The post AI generates article with ‘serious’ YMYL content issues appeared first on Search Engine Land.

Original source: https://searchengineland.com/ai-generates-article-serious-ymyl-content-issues-393053

Maria Corcoran has been at Microsoft for about a year and a half. Before that, she was part of the in-house team at Adobe. In her SMX Next 2022 session, she discusses the evolution of page search and what that means for advertisers and brands.

The advancement of technology has led to the creation of third-party tools that have bidding algorithms and the ability to advertise on multiple search engines such as Google, Bing, Yandex, Baidu, etc. Those tools have replaced the manual processes of bidding and campaign optimization, allowing page search managers to focus on more meaningful tasks. However, the question arises on how to trust the bidding algorithms and the data being uploaded, as well as the automation being done by the tools. This has led to the need for page search managers to find new ways to add value to the company and prove their worth.

Corcoran says that one area where page search managers can add value is by spending their time on high-impact items and deeper analysis to drive insights that other channels cannot provide. This includes understanding the keywords and phrases that people are searching for and using that analysis to help the business focus its efforts. Testing is another area where page search managers can add value, by determining the impact of tests on the bottom line and prioritizing them among other channels.

It is also important for page search managers to evaluate the right KPIs and understand how they fit into the funnel for page search. This may involve pushing back on mandates from stakeholders and ensuring that the KPIs align with the overall goals of the business. The presentation will cover various topics related to testing, including new features and opportunities, the impact of tests, and the priorities of other channels.

Testing at Microsoft

A testing planning sheet was devised at Microsoft to prioritize tests based on their impact on the bottom line. The sheet included information about the quarter in which the test will be run, the channel it will run in, the test and learning categories, a description of the test, the type of approval needed, the reporting timing, the expected performance impact, an estimated budget, and a test theme. The sheet also includes the business opportunity that the test is aiming to achieve, beyond the actual hypothesis.

Corcoran says this type of information was presented to stakeholders to ensure that the testing approach is well thought out and takes into account the impact on the bottom line. The testing planning sheet helps to find the right balance across all proposed tests and channels, as they all aim to drive improvements to the bottom line. The focus is on providing a comprehensive understanding of the test, including the business opportunity and the expected impact, rather than just a hypothesis.

Impact and outcome

The expected impact is a crucial aspect of testing, as it outlines the goals and objectives of the test. In this case, the expected impact of running a test for free in Excel is to drive users to test the free version, convert them to active monthly users, and eventually upsell them to the paid version. The learning questions for the test include understanding the cost per monthly user, whether the free keywords will result in any paid subscriptions, and other related questions.

The approach for the test involves laying out the keywords, ads, landing pages, and deployment strategies. The campaign information includes the exact campaigns that will be run, the flight dates, keyword themes, device types, markets, and landing page. It is important to be specific about the targeting and to consider regional holidays, promos, and localization when laying out the test approach.

Finally, the measurement approach is crucial, as it outlines the primary KPI for success, the optimization metric, and the goals of the test. The optimization metric should align with the KPI goal and be something that can be ingested into the bidding algorithms. The primary KPI for success should be identified, but it is okay if it is not met, as this goes into the learning questions bucket.

Corcoran continues explaining that the success of the test needs to be defined and any potential roadblocks or considerations should be taken into account. The reporting cadence is also crucial and should be clearly communicated to stakeholders. The stakeholders should be provided with regular reports that include the KPIs, trending data, and historical data. 

At the end of the test, a wrap-up report should be provided to the stakeholders that includes the primary goal and whether it was achieved. If not, why not and what were the unexpected results. The report should also include insights, such as which engine outperformed the others, which device type performed better, and which keyword or product theme had better results. In case of a test that did not meet its success goals, the team can evaluate the data and determine how to move forward, such as turning the test into an evergreen campaign or adjusting the KPI reporting to reduce delays. The team should also be provided with information about the ads, verbiage, and landing page being used in the test. The presentation will also touch upon various new ad types, including Performance Max.

Additional testing

Corcoran discusses various other strategies and considerations for ad testing in the digital marketing world. Performance Max, which is a type of ad that can be run across multiple channels like YouTube, display, Gmail, and maps, but raises questions about tracking and cross-channel implications. She discusses Responsive Search Ads (RSA) and the importance of considering company branding and ad copy testing when creating RSA campaigns. Corcoran also touches on landing page testing and emphasizes the importance of making clear and significant changes to landing pages rather than just minor adjustments.

Key takeaways

It is also important to always take into account the performance of other channels. Has a landing page test already been conducted, and does this have any relevance to paid media? While it may be performing well on the web, paid traffic might only require one click to make a purchase. This is especially true for bottom funnel tactics.

In terms of campaign maintenance, it is important to ensure that messaging is aligned and there are opportunities for quarterly expansion. To do this, one should outline their business objectives, funding source, target audience, campaign types, keyword themes, messaging, landing pages, and KPIs. This will help to ensure that the strategy is clear and concise, and will aid in running the campaigns.

It is also important to ensure that all campaigns are consistent and that the same bidding strategies, site links, and other elements are used globally. This can be done by creating a keyword matrix, which outlines the general brand keywords, messaging, landing pages, and KPIs.

In addition, teams should ensure that they are looking at the same data and that the data source is trustworthy. The data should also be reported and optimized correctly, and there should not be any delays between reporting and optimization.

When looking at data, it is important to consider the impact of different markets, product themes, devices, and seasonality. This can be done by looking at sales funnel metrics such as demand generation, conversion, and post-sale, and by examining the impact of data slicing on these metrics.

For example, you can analyze the performance of different product themes year over year to identify growth and decline opportunities. The same can be done for funnel intent, such as conversion, consideration, and awareness, and this information can then be used to optimize and categorize different intentions.

Finally, a high-level view of performance can be created by combining keyword themes, regional themes, and all-up performance into one chart. This can be a useful tool for stakeholders to understand the performance at a high level.

Watch the session

Did you miss Maria Corcoran’s session at SMX Next 2022? You can still watch. Register here and watch free.

The post PPC prioritization: Knowing where to focus efforts to make the biggest impact appeared first on Search Engine Land.

Original source: https://searchengineland.com/ppc-prioritization-knowing-where-to-focus-efforts-to-make-the-biggest-impact-393064

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London Zoo tickets for just £3 and free entry for kids! 

Everyone is feeling the pinch, and it can be difficult to find fun things to do with the family that don’t cost an arm and a leg. This can be hard during half term too, when parents and guardians are given five extra days in which kids need to be occupied. With money tight, it is important to find pass times which don’t leave your bank empty. 

If you are in and around London at any point – you are in luck! London Zoo are offering a new low-cost ticket scheme for a limited time, where you can get your hands on tickets for just £3!  

The £3 tickets are available for qualifying low-income households and will bring people closer to wildlife during a fun and exciting day out. London Zoo is run by ZAL, an international conservation charity, which works hard to restore wildlife and bring people closer to beloved animals, both big and small. 

• A magical day out
• Big savings
• Eligibility

A magical day out

Squirrel Monkeys at London Zoo

Spend a magical day spotting Critically Endangered Sumatran tiger cubs, Western lowland gorillas and Humboldt penguins, to name just a few of zoos inhabitants. There are more than 14,000 animals at the iconic conservation zoo. 

These tickets will also give you access to the great 2023 February half-term event Vets in Action, an award-winning role-playing experience for budding veterinarians. Little ones can play the role of a vet at ZSL London Zoo during the week, with interactive family events celebrating the incredible work of the zoo’s vets. Find out more here. 

Although the zoo is in the heart of the bustling city, there are 36 acres to enjoy. Families can bring their own picnics to save money and enjoy the glorious weather (which we are speaking into existence!). 

There are three zones within the zoo that you can explore. There are a huge range of creatures waiting to greet you. 

In the Pink Zone, you can find otters and meerkats by following the Woodland Walk. Lemurs are ready to say hello to you as you pass, before heading to ‘Into Africa’ to explore animals from the second-largest continent. 

The Orange Zone celebrates some of the planet’s smallest beings in their Tiny Giants exhibit. From underwater corals and the aquatic wildlife they help to support, as well as leafcutter ants and spiders, you can say hello to these small, yet might creatures. 

The Orange Zone is also home to monkeys and lions, as well as a small farmyard where you can meet and pet farm animals. 

Finally, the Blue Zone is home to the Outback. You will find Kangaroos, reptiles and more! See snake, lizards, frogs and even crocodiles. 

Big savings

Tickets to London Zoo usually cost upwards of £26.50, meaning this is a huge discount! Don’t forget to take advantage of this scheme over the next few weeks.  

Tickets to the zoo can usually cost £26.50 for adults in the ‘super saver’ category, they can increase to as much as £35.50 for peak tickets. Children’s tickets usually range from £17.25 to £23.10. 

Make the most of these huge savings, and help the conservation of wildlife from around the globe, as well as teaching yourself and your little ones about the wonders that exist on our beautiful planet.

Eligibility

Western lowland gorilla, Kiburi, at ZSL London Zoo

London Zoo is offering £3 tickets for anyone currently receiving Univeral Credit, Employment and Support Allowance, Income Support or Jobseeker’s Allowance. Tickets at this price are available for the whole family. Plus, those under the age of 3 go in for free! 

You will just need to bring a proof of benefit letter, either a physical or electronic copy. Tickets can be purchased at the admissions kiosk on the day, from 11am, every day of the week. 

This offer isn’t just for half term, either! You can get tickets at this price until the end of March 2023. 

Find out more about the offer and full T&Cs, here.

The post London Zoo tickets for just £3 and free entry for kids! appeared first on MoneyMagpie.

Original source: https://www.moneymagpie.com/make-money/london-zoo-tickets-for-just-3-and-free-entry-for-kids

Home Business Magazine Online

What is the transaction moment? It’s that sweet spot when the customer becomes fully committed to an online purchase, and when he or she is likely to buy more, being receptive to obtaining additional value in the same experience. It’s a fiery catalyst that can easily turn a one-time customer visiting for the first time online to a repeat buyer sharing the same website option with others via referral and recommendation.

Doing More with Ecommerce Than Just One Sale

Rokt has been a primary conduit for multiple brands to realize the full capability of ecommerce technology and specifically take advantage of the transaction moment. Because the tool designer’s approach is specific to customer engagement, Rokt has become a leading edge player in pushing companies to their next level in online sales, customer retention, and overall revenue growth, including ancillary revenue streams. It’s a bit striking while the iron is hot. Utilizing well-designed ecommerce technology platforms combined with artificial intelligence and savvy customer attractions they want to see, Rokt helps companies realize multiple interactions with a customer versus just a primary sale. That in turn boosts revenue exponentially versus just maintaining a baseline or doubling alone.

Up-Scaling Premium Travel Sales

Online travel isn’t something one would think would also be a viable channel for additional secondary sales. However, Rokt has worked repeatedly with high-end travel vendors, producing additional revenue gains repeatedly because its ecommerce technology appeals to customers already tuned in to buy. This particular attraction is generated at the transaction moment, when the customer is receptive to buying, having already engaged and committed to an original sale that was generated from the primary interest. The results speak for themselves; Rokt’s eCommerce design regularly produces an additional 8 to 11 percent additional revenue with up-selling, secondary sales, and ancillary revenue combined with a primary ecommerce transaction channel. For participating businesses the results are common sense; Rokt produces more revenue per transaction, a game changer in revenue expectations.

Expanding the Sales Results Without New Costs

In another example, Rokt focused on how to create more convincing sales generation even when confined in a situation where the cost per customer acquisition could not be allowed to increase. To solve this particular challenge, Rokt focused again on those customers already interested in buying, looking to generate additional sales capability in the same experience. Rokt actually targeted customers predetermined to use higher premium sites, and pushed the client’s advertising in the buying moment. The result was predictable; people saw value combined with value and jumped on it. Without increasing costs per customer when convincing new sales to happen, Rokt’s ecommerce technology advertising approach generated additional sales from the same customers instead.

Sticky Theory: Make It Work by Making It Easy

Steve Jobs made Apple a success by sticking to one particular premise; a product needs to be intuitive and easy to use to achieve great value. Rokt follows the same strategy with ecommerce technology design. Again and again, the company produces ecommerce solutions that are easy to implement, powerful in results, and easily sustainable with practically no cost increase per customer engagement. It’s a Shangri-La opportunity for businesses looking to game-change their eCommerce approach.

The post Boosting Revenue Results by Capturing the Transaction Moment appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/businesses/ecommerce/boosting-revenue-results-by-capturing-transaction-moment/