The 8 time- & money-saving SEO tools I pay for (& 17 more I use for free)

In a recent interview with SEO and Credo founder John Doherty on Dan Shure’s excellent Experts on the Wire podcast, he mentioned the positive response he’d gotten to a post he’d done this summer on the SEO Tools he uses. He mentioned that it seemed like a pretty simple post idea, but it made sense to me that it would get traction, because John is a smart writer and marketer. As I listened, I was curious what tools he was using, and I took a look at the post. I’ve also taken a page from his playbook in the following column.
I like comprehensive lists of things as much as the next guy, but in a space where tools and software are relatively fragmented, and the applications for those tools change rapidly, it’s especially helpful when experienced practitioners give you a peek at different tools they pay for, what they use them for and how they think about those

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Bing Ads Editor now supports Enhanced CPC, exports to create expanded text ads

The latest version of Bing Ads Editor is out. Version 11.9 offers support for Enhanced CPC bidding and the ability to export standard text ads to a spreadsheet formatted for enhanced text ads.
If you’re not importing expanded text ads from AdWords, you can convert Bing Ads standard text ads to enhanced text ads (ETA) via Editor by selecting “Export as expanded text ads” from the Export tab in the Ads view. You’ll need to manually add a column titled “Title Part 2” to the Excel sheet. Once you update the ads to fit the ETA framework, import them back into Bing Ads Editor as Expanded Text Ads.

At the ad group or keyword level, you can select Enhanced CPC from the Bid Strategy drop-down in Editor instead of Manual CPC. Enhanced CPC adds an element of dynamic bidding in which bids may be increased automatically by up to 30 percent higher for searches deemed more likely to convert and up to

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A review of free PPC reporting solutions from Google

Doing PPC reporting right often involves some trade-offs between time and money. The perfect report takes a lot of time to build — time that could have been spent improving the performance of an account. A quick and repeatable report, on the other hand, is usually generated through a tool that costs money. So the arrival of Data Studio, which offers very customizable reporting, and now does so at a cost of $0, warrants an investigation to determine how it can help account managers.
Because the tool suite of my company, Optmyzr, also includes PPC reporting, spending the time to evaluate Data Studio made sense to me. So if you’re overworked and can’t really spare a few hours to look at Data Studio yourself, get my take on it here in a quick 10-minute read. I’ll even share a handful of cool reports you can make.
Why trust my opinion? Because my personal credibility in this industry hinges on

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Google adds forecasting and trend data for existing keywords in Keyword Planner

Advertisers can now get forecasts for their existing keywords, in addition to campaigns, in Keyword Planner. If you haven’t checked out this feature in Keyword Planner, it’s worth taking a look.

After clicking on the “Select from account” button shown above, there is an option to select Campaign or Keyword from a drop-down. After making your selections, the tool offers performance forecasting and various looks at search volume trends.
In the performance forecast screen, you can see how changes in bids could affect performance for the campaigns or keywords selected. A quality indicator is based on the amount of data already available in the account.

The search volume trends screen shows overall average monthly searches, as well as search volume trends broken out by device and location. If there is competitive domain data available, Google will also show that trend data at the bottom of this view.

You can also see the forecasted impact of adding new keywords. After adding keywords by clicking on

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AdWords rolls out Salesforce account linking for automated conversion imports

Ken Wolter /
Early this summer, Google announced it was launching, via invite, a way to automatically import Salesforce data into AdWords. That function now appears to be rolling out generally. is an option available under the Linked accounts menu. This morning was the first time I noticed it, though it may have started rolling out earlier.

Once set up, the linking enables the Google Click ID (GCLID) to pass to Salesforce whenever a user completes a conversion action like filling out a lead or downloading a whitepaper after clicking on an ad. Marketers select the milestone events in Salesforce they want to pass back into AdWords. AdWords then automatically checcks Salesforce on a regular basis to import those milestones and log them as corresponding conversion events at the keyword level.
To make this work, marketers will need to have a GCLID field in Salesforce, ensure their lead forms capture the GCLID, and save the GCLID in a cookie on their websites.
More details are

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Bing Ads Editor now supports Shopping campaigns

Shopping campaign management has arrived in Bing Ads Editor version 11.4. The update makes it possible to create new Shopping campaigns and edit existing ones in Editor.
A new Shopping settings tab is now available in the editor panel to set the store ID, region of sale and campaign priority.

To make it easier to bulk-manage product groups, Bing Ads has done away with the need to have a parent product group ID for every product group. Instead, the product group field contains the full path, which makes it possible to make changes without a parent ID and easier to see parent product groups. Additionally, the product groups align with AdWords Editor, so you can import a file exported from AdWords Editor into Bing Ads Editor. (It’s also possible to import Shopping campaigns from Google in the Bing Ads UIl.)

You can change the Type, Bid and Destination URLs for product groups in the editor pane. To edit product groups themselves

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Tips for when and how to use Feed Rules in Google Merchant Center

With Google’s roll out of the new Merchant Center interface came more functionality for Feed Rules. Feed Rules debuted earlier this year to allow marketers to make some changes to their product feed data right within Merchant Center. But what can you really do with Feed Rules and who should be using them?
The consensus is that Feed Rules are still best for simple updates, and it’s ideal to make changes to the actual feed. In reality, however, that’s not always possible or timely and why Feed Rules have such appeal.
Maggie Webb, Partner at Five Mill Inc., says that while most fixes and feed updates require editing by a feed service or developer, Feed Rules can offer a fix in the interim and be a big help to smaller businesses that don’t have resources at the ready to make updates. “Since a high percentage of ecommerce traffic is from Google Shopping, even a simple change from a Feed Rule can make a big impact on an account,” says

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Want better data from AdWords Keyword Planner? Use the forecasting tools, says Google

Now that Google has officially limited access to Keyword Planner from just anyone or any bot that wanted some good search volume data, the team behind the tool is aiming to inform advertisers how to use it more effectively for campaign planning.
I’m sure there are Keyword Planner power users out there, but I’d like to think I use the tool the way most people do. That is, I get keyword ideas and a sense of CPCs to be able to make a rough budget estimate, maybe do some slicing and dicing based on geotargets and devices. If you do more than that, congratulations, you’re a power user in my mind. If you are like me, Google wants to show us how to get more out of the tool, starting with an AdWords Community post published Thursday.
“We’ve heard your feedback that this limited view of search volume makes it difficult to plan new Search Network campaigns. In these cases, we recommend

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Moz trims product line to focus on search, lays off 28% of staff

Moz has announced they are refocusing their toolset platform to focus on search. That means they are no longer going to offer the Moz Content or Followerwonk tools and that they are laying off 28 percent of their workforce.
Sarah Bird, the CEO of Moz, said “after a lot of analysis and soul searching, we decided to radically simplify our strategy to re-focus on what we love and what our customers value from us: search.” She said this focus will help the company build better and great search tools, which they were founded on and continue to be most well-known for.
The sad part is that 28 percent of the Moz staff will be let go. Many of those people are people our community has grown to love. Sarah Bird called that part of the change in Moz’s strategy the “gut-wrenchingly painful part.” Having to let go of any employee is hard, but almost one-third of your staff gone

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Google adds Export to Report Editor option in AdWords

Google is improving the integration of Report Editor into the AdWords experience. The next time you opt to download a report from AdWords, you may notice an option to “Open in Report Editor.”
Spotted by Kim Clinkunbroomer of Philly Marketing Labs, the option is available at the campaign, ad group and keyword levels of an account. Note, you’ll have to allow pop-ups for the report to open in Report Editor, which opens in a separate tab.
Once the Report Editor window opens, you can modify the report, add filters, change the date range and perform other functions available in the tool.
The post Google adds Export to Report Editor option in AdWords appeared first on Search Engine Land.

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