Running and optimizing a campaign is the bread and butter of an online entrepreneur. He can keep his finger on the pulse of digital marketing in person or through a proven agency. There is still a tempting option, i.e. the Google Ads Automated service provided by Paraphrase Online!

Google Ads Automated – what is it?

This is our way of offering our clients more and more for less and less. Google Ads Automated is a clever combination HUMAN + MACHINE that we have been using since the beginning of Paraphrase Online.

The principle of operation is based on building the account architecture by our specialist. He prepares the ad account and campaigns, selects the appropriate keywords, writes content, sets the ad schedule and sets initial click rates. He also sets up a Google Analytics or Google Merchant Center account, and after a month, the care of the campaign is transferred to the customer, who can log in to the panel at any time and check its effects. Monitoring will not be time-consuming – everything works according to a specific strategy!

Fun fact… Originally, customers using Google Ads Automated in Paraphrase Online did not receive access to the management panel, and all changes had to be made by our specialist. Thanks to the optimal use of algorithms and automation, it was possible to “put power” into the hands of customers. It is worth remembering that in Paraphrase Online we offer the option of purchasing additional specialist support when the campaign requires extension or consultation.

The biggest pluses of Google Ads Automated are:
– Time savings – campaigns are created by specialists, algorithms work alone, and the client only monitors the effects and takes occasional optimization measures.
– Cost reduction – the possibility of adjusting the package to the actual needs and optimal use of the campaign budget.
– Maximization of the effects of actions taken – thanks to the use of proven algorithms and building a campaign by professionals; according to the best standards and current trends.
– Possibility to use the help of experts working in the Google environment for an additional fee.
– Access to an easy-to-use panel – 24/7!

POCM helps in improving the results of campaigns conducted in Google Ads.

It is an intuitive and easy-to-use tool, based on statistical models and self-learning algorithms that collect and process campaign data 24/7. Thanks to this, they can automatically refine them to increase the probability of achieving the previously set goal.

It is worth mentioning that we also use other algorithms (Google) and platforms (including Skai – formerly Kenshoo) that are based on similar solutions.

The configuration introduced by a Paraphrase Online specialist, with the simultaneous use of algorithms, allows you to optimize the campaign and make the best use of the budget.

On the start page of the panel you will find a summary of the account and the most important data about the campaign:
– views,
– clicks,
– average CTR,
– average CPC,
– number and cost of conversion,
– budget.

Thanks to this, we receive information on the effects of actions taken in LIVE mode. We can modify them in any way – add new campaigns, ad groups and ads within the search network campaigns, keywords and exclusions. By yourself or with the help of a Paraphrase Online specialist.

In the account preview, we will additionally check the campaign results on individual devices, the expenditure forecast, performance for each type or TOP10 by cost.

Weekly report shows basic account information on a weekly basis, as well as the number of clicks and impressions per day. The monthly report allows you to compare the last two months of activities, traffic, sales at specific times of the day, annual account performance as well as TOP10 and TOP15 (campaigns, ads, keywords).

We will quickly compile statistics and data in the form of legible reports that we can send by e-mail.

Google Ads Automated – who is it for?

We’ve piqued your interest, but you still don’t know if this solution is for you? So let’s explain who we are addressing Google Ads Automated to.

Are you a small or medium-sized company with a fixed offer? Want to focus on your text ads on the Search Network? If the two answers are yes, then Google Ads Automated is for you!

This is a great option for simple local and national campaigns, which are to attract traffic to the website by specific phrases and do not require frequent changes to maintain satisfactory visibility on the web.

Good to know… We tested Google Ads Automated on over 300 accounts and 1000 campaigns. It really works!

If your priority is to keep costs down and monitor your campaigns yourself, you can opt for Google Ads Automated. You then pay a fixed monthly amount for the initial setup of the campaign and pairing it with the correct algorithms, and then for the opportunity to take advantage of the benefits of machine learning. You can use the help of the Google Ads support department, but for smaller projects it is limited to email contact. However, we know that for some people it is very important to keep in touch with the guardian and to support him or her on a daily basis. If you want our specialist to optimize campaigns and change strategies, you can always choose Paraphrase Online Google Ads Managed.

SXO – a combination of two important strategies

The combination of Search Engine Optimization and User Experience has contributed to the creation of a completely new operating strategy. It focuses on both increasing the visibility of a website and improving conversion. Fine-tuning your site for SEO and user experience is the most effective way to get your audience to respond the way you want. Usually, it is the purchase of products, which is why SXO is especially eagerly used by sales platforms.

How does this strategy work? The site ranks high in the search results, and this generates organic traffic. Users who pass to it see that it is intuitive and tailored to their needs. This encourages you to stay longer and even come back frequently. According to SXO, the website must be refined not only in terms of factors important from the perspective of search engine robots. It is also supposed to be useful for recipients, so responsive, fully legible, and it should load as soon as possible.

The SEO elements that make up the SXO strategy are mainly:
– technical optimization (including correctness of the HTML source code),
– key phrases,
– content,
– metadata,
– headers
– internal and external linking.

The user’s experience while using the website plays an equally important role. The UX factors are:
– clear site navigation,
– refined CTA formulas,
– aesthetic and modern look of the site,
– functionality and adaptation to the needs of users,
– loading speed.

When traditional SEO proves to be insufficient

As every SEO agency emphasizes, the strategy aimed at ensuring the website’s good position must be analyzed and modified on an ongoing basis. This is due to the constant changes in search engine algorithms and the need to adapt to them. Traditional SEO focuses on increasing the visibility of your website, this is the main focus of your activities. Although many companies can achieve their business goals in this way, it is not enough for everyone. The mere refinement of key phrases, meta data and similar issues is sometimes not enough to keep users on the site and persuade them, for example, to buy products. That’s why the SXO strategy has emerged.

Search Experience Optimization is the successor to SEO. In recent years, there have been significant changes in Google’s algorithms, as a result of which user experience has started to have a more significant impact on the position of the site. 2021 was the year when the implementation of new ranking factors began, focusing on the convenience of website visitors:

– LCP – Largest Contentful Paint, i.e. the largest rendering of content. It measures the time it takes for the largest (by default the most important) element of your website to be loaded.
– FID – First Input Delay, delay on first operation. It measures the time that must pass until the first interactivity of the website (from the moment of clicking on a specific element to the reaction).
– CLS – Cumulative Layout Shift, or visual stability. This is a reference to the traffic that occurs on the site once it is loaded. LCP, FID, and CLS are indicators that are part of the Core Web Vitals collection.
– Responsiveness – adapting the website to mobile devices.
– Security – Google checks if the website uses the HTTPS protocol.
– Presence of interstitial ads – it is recommended to avoid them as they limit access and make the content inaccessible to users.

This shows that Google wants pages to be adapted not only to robots, but above all to the needs of the recipients. The SXO strategy includes activities in the field of SEO, UX, but also analytics, content marketing, CRO and web development. All this to ensure the highest possible conversion and help the company achieve all the business goals it has set for itself.

Why is SXO needed?

SXO makes users go to a website through organic search results and then perform the desired action. They are effectively encouraged to do so by positive experiences resulting from refining the website in terms of the needs of the recipients. Search Experience Optimization is most often referred to in the context of increasing product sales. However, it is worth remembering that a call to action placed on the website may also persuade you to perform another action, e.g. subscribe to a newsletter, fill out a form, set up an account on the website or watch a video.

The main goal of the SXO strategy is to increase conversion, but implementing it brings the company several other benefits as well. Belong to them:
– increasingly better visibility on Google,
– lasting bond with clients,
– gaining trust and creating the image of an expert,
– standing out from the competition and gaining an advantage.

As you can see, SXO allows you to combine two very important aspects influencing success on the Internet – positioning and adapting to the needs and requirements of customers. The combination of SEO and UX is very effective. Even when the site is perfectly polished in terms of user experience, it will not guarantee the company’s success if it is difficult to find it in the search engine. It also works the other way around. A well-positioned website that is neither readable nor responsive at the same time will not increase profits to such a large extent. According to the SXO assumptions, the website should be clearly visible, but also encourage users to stay there for longer.

SXO not only for e-commerce

Since SXO is used to improve positioning as well as increase the number of page visits and conversions, it is used in particular in the e-commerce industry. This is due to the fact that it is mainly focused on sales. A highly visible platform that provides users with a positive experience is conducive to shopping. For potential customers, every detail is important, from a clear menu through quick product search to the possibility of making an easy transaction via a mobile device.

E-commerce is an industry that is constantly developing, and the businesses operating in it should respond to changes in order to be successful. The implementation of the SXO strategy facilitates the achievement of the intended goals, as it is a response to the constantly growing expectations of customers. Comprehensive, multi-dimensional optimization of an online store ensures results both in the short and much longer term. In the case of platforms that have already been visible on Google, it is not uncommon for a sudden increase in conversion to occur very quickly. A nice looking, fast loading and clear website will gradually generate more and more sales and profits. There is also a high probability that people satisfied with the transaction will return to the store, becoming loyal, regular customers.

However, it should be remembered that SXO can also be successfully implemented in many other industries. This solution is recommended to anyone who wants to stand out from the competition and have higher financial results through good visibility on the Internet and improving user experience. More traffic to the website results in a high conversion rate, which may or may not be in the form of product purchases. Sometimes it is signing up for a subscription, submitting a form, ordering a phone call with the company, downloading an e-book, etc. According to the definition, conversion is a specific activity performed by the user that is desired by the company and brings it closer to achieving its business goal. Therefore, SXO works well not only in e-commerce, but also in service industries. More and more often, bloggers or people running content websites decide on such a strategy.

Important support for business

The combination of SEO and UX strategies is considered to be extremely effective. SXO is a very important support for business, conducive to its development. Thanks to it, users can easily find exactly what they are looking for on the Internet, and then perform actions on the website that meets their expectations. The implementation of Search Experience Optimization allows you to get rid of the doubts whether the website is adapted to Google’s algorithms and at the same time fully valuable for the recipients.

The use of the SXO strategy allows you to refine every important detail. Compared to SEO, it does not only focus on optimizing the website for search engine robots, because they do not increase conversion. It is necessary to realize that the users, their feelings and needs play an important role in this matter. Companies wishing to be successful on the market should show potential customers that their satisfaction is the most important.

Of course, SXO will not make every user visiting the site perform the desired action. Nevertheless, this strategy makes it easier to reach people from a well-defined target group and encourage them to stay on the site for longer. This increases the likelihood that the company’s offer will arouse interest and translate into profit. The implementation of SXO enables adaptation to the new requirements posed not only by Google, but also by internet marketing itself. It is worth remembering that there are still changes in this area that you need to adapt to in order to build your competitive advantage.