No, a Google tag is not required. Seamless Search utilizes the Google Ads API to retrieve data and can accommodate any conversion metric, including custom-built lifetime value metrics or offline conversions. However, it’s important that this data is mapped to the Google Ads conversion value column. This mapping is crucial as we pull the most comprehensive search query data directly from Google Ads and Google Search Console. Your agency or partner can assist in mapping these conversions, regardless of their source, to Google Ads.
Frequently Asked Questions
All answers can be considered a work in progress, as we continue to learn more about our clients needs and requirements these FAQs will grow.
What if my primary conversion tracking is done through a Floodlight tag? Do I still need to implement a Google tag?
How does Seamless Search approach lead scoring projects? What steps are involved in the setup process?
The lead scoring setup process mirrors other configurations, with the additional step of mapping the lead score to the conversion value column within Google Ads. It’s vital that you have confidence in this score, as Seamless Search optimizes based on the value derived from this score minus the associated cost. This process is fundamental for Seamless Search to function effectively and presents a revenue opportunity for Incubeta local markets to offer advanced data projects to clients.
How does Seamless Search respond to sudden market fluctuations or events like Black Friday? Is it proactive or reactive in its approach?
Seamless Search leverages two years of historical data to forecast and understand client accounts, enabling it to effectively respond to events like Black Friday. The model can continue to operate during such periods, provided you wish to optimize keywords towards overall search profits. You also have the flexibility to adjust the Incrementality Ratio (IROAS) setting to align with your strategy, whether it’s more aggressive or conservative. If preferred, you can even temporarily disable Seamless Search during these events.
Could you elaborate on Seamless Search's Incrementality Ratio (IROAS) setting and its impact on total search margins?
By default, the IROAS setting is configured to 1. This signifies our aim to reach a point where any additional spend does not generate further profit. If you prefer a more aggressive approach, you can adjust the IROAS below 1. However, it’s important to note that this may lead to increased CPCs and potentially reduced total search margins. It’s crucial to discuss this with your account manager to fully understand the implications before making any changes.
Is the IROAS setting applied at the campaign level or across the entire account?
Currently, the IROAS setting is applied universally across your Google Ads account equal to a Seamless Search subaccount. So, if you have a brand with a separate Google Ads account for regions, you can set up different IROAS for each area. We are actively developing a feature that will allow for adjustments at the keyword group level. This enhancement will enable you to manage IROAS targets separately for branded and generic keyword groups, providing greater control and flexibility.
How can sales teams address situations where they may not have complete confidence in their knowledge during client meetings?
Each market is encouraged to designate a product champion with search experience. This individual can provide support to sales teams when they encounter in-depth technical questions. Additionally, ongoing training sessions and a repository of common questions and answers will equip sales teams with the knowledge and confidence to handle sales calls more independently.
What is the process for generating a forecast after I grant access to my ads account?
Once we have access, our sales team will create a dashboard and analyze your data to provide a forecast. While the initial forecast is based on your existing exact match keywords, Seamless Search will deliver more value as you add more search queries as exact match keywords. We are continuously working to enhance our sales dashboards to place a greater emphasis on search queries rather than solely relying on exact match keywords.
How does Seamless Search manage keywords associated with fixed-term events or shows?
Typically, Seamless Search requires a learning period of about 30 to 60 days. For short-term campaigns, achieving significant results within the limited timeframe can be challenging. In such cases,Seamless might not be the best fit due to the short duration of the campaign.
What happens during the learning phase, and what outcomes should I anticipate?
During the learning phase, Seamless Search will gradually adjust bids to identify the optimal level of production. It will also learn the appropriate bid step changes needed to modify impression share. You may observe fluctuations in performance during this phase, which is essential for training the model. If necessary, a cap can be implemented during the learning phase to manage costs.
How does Seamless Search address client-specific challenges, such as regional differences in paid and organic data?
Seamless Search operates at a national level due to limitations in Search Console data, which only provides nationwide data. This can pose challenges for clients targeting specific regions or states. Seamless Search is designed to manage accounts targeting a single country. For multi-country accounts within the same Google Ads account, only one country can be selected for optimization.
What steps should I take if I'm interested in expanding Seamless Search to multiple markets?
If you’re interested in expanding Seamless Search to new markets or business units, please contact your local sales team. They will guide you through the process and set up the necessary access. The commercial agreement may require adjustments to accommodate multiple accounts or regions.
How do you identify opportunities where Seamless Search can add value, such as instances of overpaying for bids or losing traffic to competitors?
For new opportunities, we furnish a forecast based on your current exact match keywords that meet 90 organic clicks in the last 90 days in the target country. This forecast is modeled against the data we gather from all clients using Seamless Search. We can also provide insights into keywords where we believe there might be cannibalization or traffic leakage. For instance, we can filter for keywords with a CPC exceeding a certain threshold and an organic CTR above a specific percentage. Additionally, we’re developing a new report to highlight your spending across Performance Max and broad match keywords on terms with high organic rankings. This report will help illustrate the value of Seamless Search, especially for clients with lower exact match keyword usage.
How does Seamless Search compare to Google Ads' built-in Paid & Organic report? Should I use both?
Seamless Search offers several advantages over Google Ads’ Paid & Organic report. Firstly, Seamless Search is not just a reporting tool; it’s a fully automated bid strategy that incorporates organic data to optimize your bids. Secondly, Google Ads’ Paid & Organic report doesn’t display organic revenue. Seamless Search’s unique modeling feature allows for profit-based analysis and decision-making, going beyond just click traffic. While we recommend using both reports, Seamless Search provides significantly more data in a more actionable format.
Is it advisable to run A/B tests with Seamless Search? What factors should I consider?
A/B tests are recommended to build confidence in Seamless Search’s performance. Ideally, these tests should run for a minimum of 30 days, and the more keywords included, the greater the accuracy of the results. A/B tests are particularly valuable as you approach a break clause period, offering concrete evidence of Seamless Search’s impact.
How does Seamless Search address concerns about cannibalization with Performance Max (PMax) campaigns?
Seamless Search helps manage cannibalization by identifying high-volume organic queries as exact match keywords and adding them as negatives to your PMax campaigns. You can contact Google to apply our negative keyword list to your PMax campaigns. Additionally, you can set up a secondary PMax campaign with text ad assets removed and without our negative keyword list. This approach allows you to cover high-volume terms on Shopping without affecting your text ads.
Are there concerns about the potential removal of Exact Match by Google? How does Seamless Search adapt to changes in Google's offerings?
While changes in Google’s platform always carry some risk, Seamless Search has successfully adapted to previous changes, such as the introduction of PMax. The tool continues to evolve and adapt, often turning potential challenges into strengths.
What guidance is available for clients with low keyword volume or organic clicks?
Seamless Search delivers the most value when there’s sufficient organic volume. For clients with low keyword volume, the tool’s value may be limited. The primary factor to consider is the organic click volume, which drives the effectiveness of Seamless Search.
How many search terms are recommended for analysis in Seamless Search? Is there a minimum or maximum?
There’s no required minimum or maximum number of search terms. The value you get from Seamless Search largely depends on the organic volume of your keywords. You can get as much value from Seamless Search with fewer keywords that have high organic traffic as you can with many keywords that have less organic traffic. The primary factor is the amount of organic traffic a keyword receives.
How long does the Seamless Search machine learning model take to calculate the profitability of search terms or keywords?
The learning phase for Seamless Search typically lasts 30 days. During this time, the system gradually adjusts bids to determine the optimal point of production. This learning phase uses two years of historical data to make informed decisions. After this phase, on day one of the live phase, the model begins driving incremental growth based on the data learned.
How long does the total search flywheel process detailed in presentations typically take?
The total search UI flywheel process is ongoing and depends on how quickly you implement changes and optimizations on the SEO side.
When using Seamless Search, who manages the campaigns?
Both you and Incubeta can manage the campaigns, but it doesn’t significantly matter who does it because the real value comes from the model and the insights. The platform itself requires minimal intervention, as the system automates most of the processes. Even when Incubeta manages the media, you typically decide which keywords to use.
Can I add or remove keywords from the Seamless Search dashboard?
Yes, you can add or remove keywords through the UI. This flexibility allows you to adapt your strategy as needed, by starting with a set of keywords and then adjusting them over time.
What impact does pausing a keyword have on quality scores?
Seamless Search doesn’t pause keywords outright; instead, it adjusts bids up or down, potentially to a level where the keyword no longer shows. While there may be a slight impact on quality scores if bids are raised again after being lowered, it is generally not significant. Long-term, the system aims to optimize quality scores by ensuring efficient bidding based on organic traffic.
What are the best practices for implementing Seamless Search in terms of campaign structure, bid strategy, and optimization?
Seamless clones all campaigns into a structure that works for the system. So the structure of your existing campaigns and keywords doesn’t matter. All we require is exact match keywords, so the main thing we advise is that you make sure you are protecting high volume organic terms by using exact match and negative keywords to manage the incrementality, whether you work with Seamless or not.
Is Seamless Search capable of making changes or recommendations automatically without manual intervention?
Yes, Seamless Search automates all changes, including bid adjustments, duplication of campaigns, and other necessary actions. We don’t manage ads though, so if you need to update them or they expire, it’s your agency’s responsibility to do so. We can and will notify you whenever a keyword has no ads.The only manual intervention required is for you or your agency to request Google to add negative keyword lists to PMAX campaigns.(We are about to automate this as soon as possible: https://searchengineland.com/google-pmax-negative-keyword-exclusions-446686)
Can Seamless Search be used with other search engines or platforms beyond Google Ads?
Currently, Seamless Search is exclusively for Google Ads and Search Console. While it can leverage data from platforms like SA360 or GA if mapped to Google Ads conversion columns, it only pulls data from Google Ads and Search Console APIs.
Can the Seamless Search dashboard be customized, and does it involve extra costs?
Yes, this is why we build the dashboards in Looker Studio rather than the UI. Initially, Incubeta sets up a standard dashboard based on your needs, but we encourage you to manage and customize dashboards independently. Whether additional customization incurs extra costs depends on your agreement with your local Incubeta team.
Is there a minimum requirement for budget volume to use Seamless Search effectively?
The primary requirement is sufficient organic traffic rather than budget volume. Keywords with less than a click a day in organic traffic are generally not worth optimizing with Seamless. While budget size can influence whether you want to invest in Seamless, the tool’s value is more closely tied to the organic traffic volume.