Are Google2Google Backlinks Worth Developing?

Are Google2Google Backlinks Worth Developing?
Is it worthwhile to develop backlinks across multiple google-owned platforms? Would this help/hinder your OFF-PAGE Search Engine Optimization? Any backdraws you can think of? Purely from a link development stand-point - this mode is where most webmasters begin growing their internet marketing. However,
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web exposure of your content is not always link development of your website in terms of creation/securing/optimizing that reference backlink Search Engine Optimization that points back to the content you really want website visitors to read and land upon. (if you even get to do that).
No... don't build or buy any links... it's against google tos and you might get penalised.
just create quality content and google will appreciate it.
don't build or buy any links...just create quality content and google will appreciate it.
I do not buy links - but in order to market my pages I am going to have to build backlinks. I have multiple platforms displaying my content. I am not promoting any sales copy or pages. It is all original content. Thanks.
Is it worthwhile to develop backlinks across multiple google-owned platforms? Would this help/hinder your OFF-PAGE Search Engine Optimization?
Think in terms of quality. If google sites are quality sites then it will surely help, else this will be no help. It's all about quality and not any platform-specific. Hope this helps.
It surely helps, but not in terms of SEO really.
SEO benefits might be there, might not be there, cannot say for sure.
However, you can get some real traffic from those links directly, like if you got a link in your youtube video description...

So, layering on certain household incomes and age ranges or blocking certain sites/exchanges before launching would be the best way to that without having to lower your bids too much.

Still, depending on your budget and desired reach, you’d want to start with a wider net like just audiences in Google. Then, layer on demographic targeting (or category exclusions) then narrow the targeting to increase the efficiency.

Here’s a look at where DSP sits versus other Amazon Advertising offerings in the purchase funnel.

What Search Marketers Should Know About Amazon DSP

Cost & How Long It Takes

Cost is CPM-based. It can take a little time for campaigns to gather enough impressions and for data to be smart enough to get the targeting right and ramp up.

Amazon recommends an “always on” methodology (again, sound familiar?), which makes sense for continuous advertisers that have plans for retargeting.

The platform gets more efficient over time and you will be able to build better lookalike audiences to add as a segment later. (Remember, Amazon has a lot of purchase data!)

Real answer: you want to set up and run for at least 3-6 weeks before making any major adjustments, depending on how much volume you’re seeing.

As far as the average CPM, expect to see $4-$6 depending on the category and that larger catalogs (thousands of products) need larger budgets.

Most in-market segments sit around 500 million available impressions per month, again, depending on the segments.

Recommended budget to kick this off is about $5,000/month, especially if you want to do retargeting, for a smaller catalog (tens of products).

Ideally, closer to $10,000/month to be able to have the flexibility to really run with it, as the targeting options, just like other programmatic exchanges, can be fairly limitless.

Take It a Step Further: Retargeting

There is a retargeting option, but it requires the installation of the Amazon pixel on key pages (ideally checkout page, home page, and receipt page) in order to build audiences.

But recognizing that some ecommerce sites choose not to also sell on Amazon, they may not be comfortable with giving Amazon that information, so this is a no-go option.

However, if you’re advertising and the main reason you aren’t selling on Amazon has more to do with the logistical difficulties in meeting fulfillment, inventory, reviews, and pricing requirements, then this is a great solution to tap into that 148

million monthly users from a platform that supposedly has 48% of all ecommerce transactions.

(The options, strategy, and needs are another article in itself and I have a schedule to keep, so look for that later this year. I’m just trying to get you to finish skimming this one today.)

Getting the Word Out: Connected TV & Lifestyle Audiences

For those out for a pure awareness/branding play, consider Amazon’s OTT (over the top) unskippable video on Fire TV and Fire Stick. These units can be 15, 20 and 30 seconds long.

Over 7 billion hours were streamed through the platform in Q4 of 2018 (per Amazon Advertising) and as we all know, so many of us watch TV (linear or connected) with another device in hand – about 45% of adults in the U.S. admit to doing this.

This medium though does require offline measurement capabilities or modeling, if you want to know the full effects of the effort.

You can also opt to go really simple and run this campaign only on Amazon and see if there is any lift in other channels during the flight. (Not the most scientific way, but I heard the Earth is flat now, so anything’s possible it seems.)

There is another option in that awareness bucket, lifestyle audiences, where you can target users based on broader interests like “foodies” and “sci-fi fans”.

This option adheres to the same creative specs and CPM charges as In-market, but is definitely more of a programmatic style media buy in terms of metrics to watch, return and measurement.

I would recommend this ad unit next after In-market for those wanting to start with a larger test run.

Ideally, you’d run both In-market and Lifestyle segments concurrently, fill up a retargeting pool, start that, rinse and repeat with more products as you’re able to build out creative assets.

To Sum Up

Inventory is changing with who and where and needs are shifting.

Amazon Advertising continues to be a new source of possibility and one that has lots of room to run and lots of data to leverage.

I barely got into the real meat of the offerings here, I recommend checking out the Amazon Advertising site and a good old-fashioned Google search for DSP content and recommendations.

Google Ads Postpones Switching Search & Shopping Campaigns to Standard Delivery
Smart recommendations to make Google Ads profitable
Opteo continuously monitors Google Ads accounts for statistically significant patterns. When something comes up, Opteo suggests an improvement backed up by real data. Opteo also helps monitor performance trends, track spending & get alerts when you

need them.

Google Ads has decided to postpone switching search and shopping campaigns from accelerated delivery to standard delivery.

Google announced last month that the switch was scheduled to take place on September 17. The company announced today the change is being postponed until October 7.

The ad delivery help page from Google has been updated to read:

“Starting October 14, 2020, accelerated budget delivery will no longer be available for use with Search campaigns, Shopping campaigns, or shared budgets. Campaigns using accelerated delivery with those campaign and budget types will be automatically

migrated over to standard delivery, starting October 7, 2020.”

It’s recommended that advertisers switch to Standard delivery by going to their campaign settings page and changing the budget delivery setting

The decision to postpone the switch is being made in order to give advertisers more time to prepare for the changes.

“To give you more time to prepare, these campaigns and budgets using Accelerated delivery will be automatically switched to Standard delivery, starting October 7, 2020. Accelerated delivery will no longer be available after this change.”


Math. Sometimes it’s a real buzzkill.

You see, we ran all of our data through our customer acquisition cost (CAC) model and we found out that our sales development team and marketing automation campaigns were unable to monetize our campaigns effectively when compared to buying the same

lead for $1 from ZoomInfo.

Why is this?

Intent.

We got some tough, but insightful feedback from our sales development team:

“Every time we call one of the leads they have not read the asset yet so it’s really hard to get them to a meeting or even to move them down the funnel. How much are these leads costing anyway?”

We answered that the leads were costing us around $20.

Sales development was shocked. $20 for a lead that has no intent? Why?

This is when my brain started to go crazy.

Why did I feel like it was my responsibility as a marketer to drive leads to sales development if I could not infer intent from social media?

Everything I had been taught, read, and experienced said it was my job to drive leads, opps, deals, and revenue.

Could that be in jeopardy?

Well, partly, yes.

You see, our sales development team, made a great case.

Why should we pay $20 for a lead that has the same intent as a lead we could buy for $1?

I could not think of one good reason. If it’s not about marketing getting credit as a contributor then I couldn’t see how lead generation (without intent) makes sense when modeling the data out in a financial model.

So what do we do?

Should we just not run social media and display ads?

It felt like such a waste to me as a marketer. I was desperate to discover a better way to advertise to our personas that made financial sense.

Enter Impression-Based Campaigns

At this point in our story, I think it’s important to point out the strength of our marketing: discoverability.

My company is very discoverable at the bottom of the funnel when there’s purchase intent.

We show up well organically for purchase-intent keywords and on third-party review sites that rank well for terms that our buyers searches when they are at the proposal stage.

That’s great and all, but what about the percentage of our total addressable audience that doesn’t search?

And, even if people do search and find us (amongst other competitors) would they favor us over other options if they have no awareness of our brand?

I figured that these questions warranted testing.

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