Fabrizio Ballarini

Managing brand visibility in LLMs is not a passive activity. Not sure where to start? I got you! 🙌 Download my free LLM brand visibility tracker on the Wix Studio SEO Learning Hub to see how your brand performs on LLMs! What can you expect? 🏆 120 brand visibility prompts to get you started ✍ Tailor prompts to YOUR brand, entity, and competitors1 🤖 Format that's easily scalable with tools like GPT4Work 🏛️ Suitable for large and small brands 😍 Opportunity to assess LLM responses for Sentiment, Accuracy & Brand Mentions ✨ Suitable for use with ChatGPT, Claude, Gemini, Perplexity, Meta and other LLMs 💪 Links to more tools and resources from Seer Interactive, SpyFu, OtterlyAI, and GPT for Work. Download the FREE tracker here 👉: https://lnkd.in/ekUSr3J7 #SEO #LLM #AI #GenerativeSearch #BrandVisibility #Marketing #DigitalMarketing

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While You Were Offline Because this is the time to be with and love on your people - Paul DeMott wrote a banger introduction to knowledge graphs - Google Search Central sannounced the November Core Update started rolling out the 11th and is expected to take up to 2 weeks - Image license documentation updated to explain how C2PA metadata can appear in search. If C2PA v2.1 or later is in place and the image's manifest signed by a an authority from the C2PA Trust List, then info on how the image was created or if it was edited with AI tools can appear in the "About this image" - URL structure documentation wants you to know it's okay to use commas for multiple values for the same key instead of ?repeating=again&repeating=again_and_again - Favicons are now available in mini-sizes! The prior 48x48px required has been scrapped in favor of a square (1:1 aspect ratio) with a minimum size of 8x8px - New GSC video features Martin Splitt explaining how to avoid duplicate content - Google is offering a machine learning crash course to sharpen your generative AI skills - Ravinder Kumar has a plan for handling legacy AMP subdomains  - Google is showing both seller ratings and product ratings on a single Google Shopping Ad unit - If you work on a website with versions (say from APIs or  specs) or yearly editions, use a stable URL for the current version - Blue team cyber security enthusiasts will be intrigued by Project Zero's use of of large language models to catch vulnerabilities In real-world code Want these updates sent directly to your inbox every week? Subscribe here: https://lnkd.in/gKMX9yq5  Link to the edition with all the juicy links in comments

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Big news for ecommerce businesses! Standard Shopping is no longer automatically taking a back seat to Performance Max campaigns. From now on, both will compete on a level playing field, with Ad Rank deciding the winner. What does this mean for your setup? You can now effectively combine Standard Shopping and Performance Max campaigns. Previously, Performance Max always had the edge, even when Standard Shopping had a stronger ad or a better bid. As someone who has leaned on Standard Shopping since day one, I'm excited about this shift. While I've grown to appreciate Performance Max because I truly believe it is the future of Google Ads, I cannot emphasize enough how important this new focus on Standard Shopping is. It offers more control over ad spend and means you don’t have to just lean on the classic marketing remark: “Trust the algorithm.” And beyond the update itself, it is amazing to have a team that is always on top of the latest changes. Big thanks to my colleague Sami Sanullari for spotting this the moment it dropped! 🚀 You can read more here: https://lnkd.in/dkEG7cqz

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𝐌𝐢𝐬𝐬𝐞𝐝 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬 𝐟𝐨𝐫 𝐎𝐫𝐠𝐚𝐧𝐢𝐜 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 𝐌𝐚𝐫𝐤𝐞𝐭 𝐒𝐡𝐚𝐫𝐞 84% 𝙤𝙛 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙞𝙣 𝙧𝙚𝙘𝙚𝙣𝙩 𝙖𝙣𝙖𝙡𝙮𝙨𝙞𝙨 𝙖𝙧𝙚 𝙡𝙤𝙨𝙞𝙣𝙜 𝙤𝙧𝙜𝙖𝙣𝙞𝙘 𝙩𝙧𝙖𝙛𝙛𝙞𝙘 𝙢𝙖𝙧𝙠𝙚𝙩 𝙨𝙝𝙖𝙧𝙚 𝙩𝙤 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙤𝙛 𝙖 𝙨𝙞𝙢𝙞𝙡𝙖𝙧 𝙨𝙞𝙯𝙚 𝙤𝙧 𝙨𝙢𝙖𝙡𝙡𝙚𝙧.   Ditto Digital’s most recent SEO research (March 2024) used a data sample of UK SMEs with fewer than 250 employees and analysed the organic channel share across those companies. We also compared the number of keywords appearing in Google’s Top 100 in the UK with the company size.   The results show that, broadly, larger companies appear more often in Google search and, therefore, have a larger share of organic traffic to their websites. However, there were exceptions in the case of 16% of companies, which have a much larger than expected share of organic traffic than companies of a similar size.   Digging deeper into the data revealed that the companies with a unexpectedly large share of organic traffic had very active SEO programs in place. Whereas the remaining 84% of companies did not.   This showed the benefit of SEO in driving targeted traffic to a website but, equally, revealed missed opportunities for a large percentage of SMEs. #SEO #OrganicTraffic  

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It's been a while... 😱 Another Google Core Update has just rolled out today... What does this mean? Well, nothing really. Best practices remain the same, creating good content for your users remains the priority. And, you're not likely to see changes to search results just yet - give it a few weeks to be rolled out properly (it'll take about a month). ...What should you do in the meantime? Keep a close eye on your keyword positions and performance of your key pages. Be prepared to react and move quickly if suddenly pages are performing better or worse than expected. Don't optimise for optimisation's sake - keep your users' experience first, and you'll always(ish) come out positively from these sort of core updates. And if you need help! Then please drop me a message.

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Hey PPC Pro, are you tired of clicking 140 categories to exclude Mobile App Placements? Here's the quicker way. If you are like me, you've probably been clicking like a rabbit on speed to get these Mobile Apps excluded from your PMax campaigns....you know, the Mobile App Categories you exclude at the account level to prevent PMax from showing your ads on kids games etc. Huge time sink and fuel for RSI complaints. Here's a quicker way: Simply copy this list with placement and add them under ‘Enter multiple placements’. Mobile App Placement Exclusions mobileappcategory::60001 mobileappcategory::60002 mobileappcategory::60003 mobileappcategory::60004 mobileappcategory::60005 mobileappcategory::60006 mobileappcategory::60007 mobileappcategory::60008 mobileappcategory::60009 mobileappcategory::60010 mobileappcategory::60011 mobileappcategory::60013 mobileappcategory::60014 mobileappcategory::60015 mobileappcategory::60016 mobileappcategory::60017 mobileappcategory::60018 mobileappcategory::60019 mobileappcategory::60020 (more) NB: LinkedIn won't let me post all exclusions. You can find the complete version of the list here, https://lnkd.in/e-U5qYk3. This list is constantly updated by a script that pulls all Mobile App Categories from the Google API so that we can use them to exclude all of them easily!

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This is a pretty good breakdown of conversion funnel analysis. It’s a little different to the way that I work but basically the same. Good to see and explained in such detail. https://buff.ly/45vi2AE

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Take strong sedatives before you start this script:-)

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Learn from my mistakes advent calendar... Day 5 / 12: Using ppc channels to try and push your ICP from solution unaware to handraise. Ads could never. Paid is a great amplifier but it won't build trust or create demand. And it can harm your brand if you are heavily present with paid ads but have never made an effort to participate in the channel organically. The times I felt I HAD to do this were times where we had a non-existent or very overwhelmed content person who was writing product content, web pages and blogs, and actual brand-building, engaging content just never made it to the top of the list. So everything I learned basically boils down to - rotate all your effort to quality content before worrying about paid distro. Lessons learned: 1️⃣ Good content is worth 10-20x any ad budget Put money into excellent contract writers before ads. Move money around from paid and hire a video editor. Make crappy whiteboard videos with low production value but explain concepts or your product really well. These will perform better - in terms of impressions, views, clicks - and do more for your brand - in terms of building trust - than any paid ad. Run webinars or livestreams and then cut up and repurpose that content in small chunks. This isn't new advice, but putting out a constant stream of 60 second clips will also do more to build trust than any ad could. 2️⃣ Commit to a cadence that's more frequent than you think Knowing you're going to get a newsletter every Tuesday morning starts to prime you to look out for it. Knowing you'll see a new video in an awesome series or be able to listen to a podcast you love every week or every day can become part of your routine. If you think you can only run one livestream a month, put out one quality piece of content every 2 weeks, etc., push yourself to double it. You can always increase the time between if you don't see traction after a couple of months. But if you release weekly for 2 months, that's 8 chances to grab and build momentum. If you release monthly for those same 2 months, that's way more time for people to forget about you in between and it's really hard to build a following that way. Pick a line of valuable, educational, BRANDY content and run at it hard. 3️⃣ Use paid as a distribution amplifier to create a surround sound effect in places your ICP trust already Good content ✅ Solid cadence ✅ Knowing where your buyers hang out and what sources they trust is next. If you have great content and a solid cadence but you are pushing to LinkedIn and you need to build trust with developers, that won't work. Be posting to Reddit. Stack Overflow. Then boost with paid $$ behind the things that are engaging your ICP organically. Your content doesn't need to go viral to be worth a boost either. If you see one piece that has 30-50% (relative) higher engagement than average, even if the average is low, boost it. Look for reasons it's resonating. Repeat. More to come!

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I recently re-designed our DSP reporting, and there were a few modules that I wanted to share (to bring you some DSP inspiration of course 😊) A chart showing performance by Audience is really helpful because: 1. Its critical – Audiences in DSP are the equivalent of Targets for PPC. Seeing trends over time is both meaningful and actionable. 2. As critical as it is, it is not provided in the Ad Console – we can only pull a report for this, so its not very scalable, which means it will often go undone… This has been great addition for both our AM's and clients - they get quick insights of not only which Audiences are working well vs ones that are not working so well, but it also allows us to see which are performing the best overall at each stage of the customer journey. Another thing I REALLY like about this dataset is how custom Audiences from AMC are also included flow through this - it really helps to give some accountability to the AMC "hype", since you can quickly compare those AMC audiences built around SnS or ATC abandoners to the standard Audiences. If you are doing AMC custom Audiences the right way, this is where it will show… For some other cool DSP content, check out this other post, where I discuss the Geo module I added to our new reporting: https://lnkd.in/giEPebCc From a technical perspective - I have found the DSP API's easier to work with compared others - so a big thnaks to Amazon Ads Partners for that. For my frontend in the image, in this instance, I am using Plotly with Highcharts, Mantine, Bootstrap, and AG Grid for components. Need help with the DSP API's? feel free to DM me – I’m always happy to help 😊 #adtech #retailmedia #btrmedia

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If the reason for not using search themes on Pmax is because it overrides the regular search campaigns - that is understandable! Also, we can actually maximize budget by also working on the following on the PMAX campaign! ☑️ ad copy ☑️ negative keywords ☑️ cost per clicks NB: if you don’t have access to using negative keywords on your PMAX - a Google rep can help you with that.

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This is a lemming 🐁 They follow each other and jump off cliffs. (a misconception but humour me!) The Google Ads recommendations are like your PPC Lemming. Follow them and watch your ad performance potentially plummet. There is a misguided belief that applying Google Ads campaign recommendations will improve performance. That a high Google Ads optimisation score means a successful campaign. This isn’t always true. I’ve run campaigns with an optimisation score of 100% which have performed poorly. And I’ve run campaigns with a score of 70% which have run extremely well. The optimisation score is not a measure of success. It is a measure of how many of Google’s best practices you have implemented. And Google’s best practices may not be the best practices for your particular campaign. So does this mean you should ignore the recommendations? Not necessarily. Some best practices, such as adding site link extensions or adding images to your ad can improve performance. However, apply your due diligence with other recommendations - especially those that suggest increasing your budget. (I’ve never seen a recommendation to decrease budget - Google is a business after all!). If Google is telling you to increase your budget, check out your Search lost impression share (budget). This is an estimate of how often your ad didn’t show on the search network due to low budget. This is a better indication of whether or not to increase the budget. And personally, I would never increase the budget by more than 20% at a time. Otherwise you risk upsetting the algorithm. Google Ads recommendations reflect their best practices, not your potential for success. Do your due diligence and don’t follow the PPC Lemming! 🐁 #ppc

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Double Your Average Order Value Forever One time changes = Permanent Revenue Increase Product Bundling and Cross-Selling: - Identify Complements: Analyse products for natural pairings. - Bundle Creatively: Offer discounted sets to boost value. - Strategic Display: Showcase bundles prominently on pages and checkout. Post-Purchase Upsells: - Use thank-you pages and emails to suggest related items. Product Descriptions and Visuals: - Emphasise benefits, use strong CTAs and add high-quality images. Social Proof: - Showcase reviews and user-generated content. Payment Plans: - Introduce flexible instalments to ease big purchases. Downsell: - Start with a high priced version of the product and then allow cheaper options - e.g. 5KG protein powder if the default option but there are other cheaper options

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Some great tips here! Some of the best SEO tools are the ones you've never heard of...

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Steal my 9-step CRO strategy for your ecommerce site: 1. Find 2 metrics your website struggles with ↳ Product Views, and Add to Cart are common 2. Stop the bleeding ↳ QA & User testing to fix obvious problems 3. Analyse consumer behaviour ↳ Heatmaps & session recordings tell you what they're doing 4. Run customer research related to these metrics ↳ Surveys & interviews tell you why they're doing it 5. Hypothesise ↳ Spend time thinking about what's actually happening 6. Prioritise ↳ You can't test everything, prioritise for high-impact 7. A/B test ↳ Testing shows you the real impact of your changes. 8. Analyse ↳ You can't just deploy, you need to understand. 9. Iterate ↳ If the original wasn't perfect, your new version isn't either... Stop randomly testing. Use this strategy and make your CRO program perform. P.S. I'm answering all CRO and e-commerce related questions for the next 24 hours in the comments (ask me anything). #ecommerce #d2c #cro #digitalmarketing #marketing

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eCommerce brands have more channels for selling than they've ever had before: social media ads, TikTok Shops, SEO ... the list goes on and on. With that - the eCommerce landing page experience has increased in both importance and ⭐ complexity ⭐ At LoudCrowd, we pay very close attention to the landing page experience for social media traffic. Here's what brands and retailers should be thinking about: 1. Context shifting: Make sure the contents of the landing page matches where the traffic is coming from. For example: If the potential customer clicked on an influencer post featuring a product -> send them to a dedicated creator page with that product or the creator's content featured in the hero (this is what we power at LoudCrowd) 2. Load time: Everyone says it because its true. If your site is super slow to load, or is buggy - you're throwing away revenue. Research suggests a 1 second delay in load time can drop sales by 7%. 3. Clear and easy CTAs: Landing pages must be extremely efficient at getting potential customers to do the desired action. In most cases, that's an "add to cart" and an eventual "check out". 4. Visual appeal: Landing pages need to be visual appealing to capture attention and also solidify reputation. I bet a bunch of us have gone to a Temu landing page and questioned whether our credit card information was about to be stolen... Using user-generated content can boost the visual appeal of a landing page experience. On top of that, potential shoppers trust UGC tremendously - driving a top notch conversion rate. 5. Use an offer: The landing page is an easy place to build FOMO. Know who's coming to the landing page and cater your offer to that demographic. For example: If a college-aged influencer is posting about your brand on social media -> the landing page they're linking to could offer a special student discount or offer. Anything I'm missing?

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TikTok Has An Identity Crisis. Is it a Search Engine or TV Shopping? TikTok is trying to expand its user base and functionality, and I have to say, due to the writer's strike and the apparent lack of decent and new TV shows, I've been on TikTok a bit more. And one thing I've noticed is how similar it is to TV now. The scrolling entertainment is interrupted now and again with an infomercial. It's becoming a bizarre e-bay meets shopping TV experience. I'm not quite sure why so many people are trying to shift large bundles of toilet rolls, but I am impressed that people are able to make semi-entertaining videos trying to sell them. On the search side, there is a fair bit of choice now. You can click and buy from reputable shops and those that probably aren't. And you can see that from a shoppers trust perspective, they have a long journey ahead as a platform. This does raise some unique issues. YouTube followed/ copied its short video format to stop a mass exodus of platform users, and it worked. Facebook did the same. But will YouTube follow the e-commerce route? After all they already own the tech to make this happen. There is of course a big issue. Reports that TikToks user base is declining are rife. Complaints about platform ads/ too much shopping and even censorship are flirting around the tech media landscape. And yes, some of the 'infomercial' content is entertaining. It's not much different than going to your local market and seeing the 'slice it and dice it' displays. Here lies the issue that TikTok and others that follow this model. I'm going to TikTok to watch videos. Many use TikTok to search for information such as the 'restaurants in'. It does this kind of stuff really well. However, in what appears to be an identity issue, the platform needs to decide whether it's a search engine, an entertainment/ video platform, shopping TV, or a more entertaining version of eBay. Could it get past its problems? Of course. But as a user, I struggle to grasp what they would rather me do more. Watch stuff or buy stuff? For the search everywhere strategist, the same problem applies. Do I want to use TikTok to get more views that cause purchases off TikTok or to sell more stuff on the platform. Or both. And if both, attribution off platform is going to be interesting. And if on platform, ROI is going to be key.

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A 5 minute task that might recapture some decent links: check robots.txt and then cross-reference what you're blocking with Ahrefs, to see if you're missing out on any links. So much time and effort goes into building links for ecom clients - but I think it's also important to check to see if they've picked up links that aren't passing value. I've been seeing this a lot with sites that block particular parameters with robots.txt. Lego is a good example. The site's robots.txt file prevents Googlebot from crawling any URL that has an ?icmp parameter. But if you look in Ahrefs, they have links to pages with that parameter from sites like Time, USA Today, and The New York Times. But because those links are blocked in robots.txt, they won't pass any link value. Hotel Chocolat also blocks all parameters from being crawled. They've picked up links that include ?gclid (the Google Ads tracking parameter) and the Google Analytics tracking parameters like ?utm_source - and so those links won't currently be passing any value.

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