Link Network FTW

Link Network FTW
I have been thinking about link building and I would like to run an idea by you all about building a link network among SEOs. Getting in-content relevant links from quality websites is very difficult and expensive as you all know, but what about a Link network of websites that link to each other.
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This would not be link-exchanges per say. Each website within the network would provide a in-content link to another relevant website within the network, but no 2 sites would "exchange" links within the network. Every site you provide a link to, would not link back to you but link to another relevant site in the network, and because each site is providing a link from the site they are promoting, you know the links are high quality.
I think it would be pretty easy to dominate many niches with say 30 high quality, in-content, relevant links. Links would not all have the same keywords as that is an obvious sign of abuse from google, but they would all come from a relevant niche.
It's been done many times before. The biggest was called Link Vault (from memory). They work for a while, but eventually, you get penalised.

Policing the quality of the sites in the network is the biggest issue.

Leverage a full suite of extensions, just like you would for a keyword targeting campaign. They’ll likely see less volume due to lower ad rank, but better to have them present.
Use any and all audiences available. Spend the majority of your time optimizing toward people, and let the engines pick the keywords.
Smart bidding features (target ROAS/CPA and eCPC) help amplify the effectiveness and efficiency of DSA’s. Use them often.
It’s a common practice to take all converting keywords from a DSA campaign and deploy them into a traditional keyword-targeted campaign to maintain control.

While this is an effective way to ensure maximum volume, oftentimes CPCs spike to the point of being inefficient when targeting every query instead of when DSAs determine its most likely to convert.

Unless a single query is getting dominant volume or underperforming relative to keyword targeting, it’s recommended to leave them be.

Adopt Google Showcase Shopping Ads

In 2020, Google launched a new ad format – Showcase Shopping ads.

This solution looks to better position ecommerce, retail, and fashion advertisers with their customers.

Think of Google Showcase Shopping ads as your digital storefront. It’s the window shopping solution your online customers are looking for.

You’re able to group together different ecommerce, fashion, and retail products using vivid, high-quality digital images.

You can complement existing products with multiple smaller products, or combine several “me-too” products within a larger discounted offer.

Showcase ads are used to target more generic non-brand queries and appear on mobile search results.

On the SERP, the ad features a brand-specific, customized hero image relating to the search query along with two smaller images. Showcase Shopping ads

These smaller images show the actual products. When the user clicks into the ad it features the custom hero image, a custom description to help introduce the brand, and up to 10 individual products.

Aside from the visual differences, Showcase Shopping ads use maximum CPE (cost per engagement) bidding, which means that advertisers set the highest amount that they are willing to pay for an engagement.

They then are charged when someone expands the ad and spends 10+ seconds within the ad or when a user clicks on a link to the site before the 10 seconds.

In 2020, Showcase ads continued to gain mobile click share and have continued to gain momentum in 2020.

This ad format is a great branding tool, tailored towards user engagement rather than user acquisition and best used as an upper-funnel tactic.

Connect Online to Offline with Local Inventory Ads

According to Google, almost 80% of shoppers will go in-store when the retailer has an item they want immediately.

One of the best ways to address this expectation of immediate in-store availability is through local inventory ads.

This ad format is a great way to drive customers to your store, capturing their attention by highlighting products available at stores nearby.

Local inventory ads appear on mobile queries that include local intent (for example, “dresses near me”) and will trigger if the user is within 35 miles of a store.

When users click on your ad, they’re immediately directed to your Google-hosted local storefront page.

Your customized storefront page includes:

A product description.
An image of the product.
Links to your website.
Your phone number.
Your store’s hours of operation.
A map providing directions to your store.
Customers can also buy directly by clicking through to your website.

Local Inventory Ad & Local Storefront

While local inventory ads are a great option for all brick-and-mortar advertisers, the setup and maintenance can prove challenging.

Advertisers must ensure in-store availability and inventory counts in the feed are updated daily.

In an attempt to alleviate the onboarding and maintenance of local feeds, Google launched a local feed partnership program. This new program allows third-party inventory data providers to provide sale and inventory data to Google on behalf of the merchant.

Once an advertiser launches local inventory campaigns the recommended way to measure impact is through multiple sources, like Google Ads and Google Analytics.

Monitoring key metrics like in-store traffic and online orders, as well as other analytics, allow retailers to optimize campaigns toward in-store visits and resulting offline and online sales.

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