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SearchCap: Google SEO, Bing Ads incentives & PPC

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Below is what happened in search over the past week, as reported on Search Engine Land and from other places across the web.

  • What makes people click on search ads?
    Jan 2, 2019 by Ginny Marvin

    There’s a reason search ads resonate with users — even when they know they’re ads.

  • Google search tests new interface for movie, TV show streaming options
    Jan 2, 2019 by Barry Schwartz

    Do you work at a movie and TV streaming service? If so, take notice of this new feature Google is testing.

  • Google emphasizes ‘Message this business’ in new local search test
    Jan 2, 2019 by Barry Schwartz

    Take notice, Google is testing a more prominent look for the messaging feature in the local search results. Is your business ready to manage text messages from your customers?

  • Google’s Mueller spent New Year’s helping SEOs tackle hacked content, slow website issues
    Jan 2, 2019 by Barry Schwartz

    Google is helping webmasters and SEOs on New Years and other holidays.

  • What you need to know about Yelp’s latest update dubbed ‘Ghost’
    Jan 2, 2019 by Craig Mount

    Something major happened to Yelp’s recommendation software around late October and the update seems largely invisible.

  • Shopping ads for the small budget: Here’s what to expect in 2019
    Jan 2, 2019 by Kirk Williams

    This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced bidding strategies with Bing Ads for smaller budgets.

  • 2019 in search: Find your seamlessness
    Jan 2, 2019 by Alexis Sanders

    Companies should focus on working seamlessly across all channels, consolidating recurring tasks, leveraging data and instilling credibility in all aspects.

  • ‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’
    Jan 2, 2019 by Brittany Page

    Implementing a hybrid approach to your Amazon marketing strategy for both paid and organic optimizations will ensure visibility across results pages.

  • Google Shopping is largest growth opportunity for most online retailers in 2019
    Jan 2, 2019 by Andy Taylor

    Brands need to invest resources into feed management and utilize format variations to ensure they appear in as many relevant queries as possible.

  • Bing Ads offers agencies chance at prizes for accreditation, new accounts, more
    Jan 2, 2019 by Ginny Marvin

    The sweepstakes offers incentive for agencies to increase their participation with Bing Ads.

  • Google featured snippets can now jump to section of content it is sourcing
    Dec 31, 2018 by Barry Schwartz

    For those that get a lot of traffic to their AMP pages and show up in the featured snippets section, you may want to watch your metrics closely.

  • What Amazon Advertising’s big 2018 advancements will mean for 2019
    Dec 31, 2018 by Ginny Marvin

    The e-commerce giant’s ad business continued to grow as it made significant updates to its advertising systems and capabilities.

  • 7 inspiring email templates
    Dec 28, 2018 by Digital Marketing Depot

    Email allows marketers to reach their buyers at the scale of their business, and forms a critical part of how marketers create the personalized experience that buyers demand. Integral to both campaigns and 1-to-1 communications, email is a main vehicle for sharing content, product information, and education with your customers. While there are a lot […]

  • Mueller: Focus your SEO on Google’s status quo
    Dec 28, 2018 by Barry Schwartz

    Sometimes it is a good idea to keep it simple with your web pages.

  • Year in Review: Top 10 expert PPC columns of 2018
    Dec 27, 2018 by Wendy Almeida

    Here’s a roundup of the most read paid search columns this year.

  • Ask an SMXpert: New approaches in customization can build better analytics reports
    Dec 27, 2018 by Wendy Almeida

    Data-driven digital marketing expert Simon Poulton outlines opportunities in various solutions to customize dimensions for more focused analytics reporting.

  • Year in Review: Top 10 SEO expert columns of 2018
    Dec 26, 2018 by Wendy Almeida

    Here’s a look at the most read columns from our SEO experts that stood above the rest this year.

  • PPC 2018 in Review: These changes will have the biggest impact on advertisers in 2019
    Dec 26, 2018 by Ginny Marvin

    Significant shifts toward more automation affected nearly every aspect of the paid search landscape in 2018, and there were other important developments that will have a lasting impact in the new year.

  • Ask an SMXpert: Link prospecting and helpful tools to manage outreach
    Dec 26, 2018 by Wendy Almeida

    Content-led link building expert Paddy Moogan offers some practical tips on driving inbound links and collaboration tools to manage outreach campaigns.

  • Can searchers tell the difference between ads and free listings? Google engineer says ‘yes’
    Dec 24, 2018 by Barry Schwartz

    Should Google take concerns over their search ads blending into their organic listings seriously?

  • Why one marketer thinks smart speakers have their work cut out for them
    Dec 24, 2018 by Greg Sterling

    Rebecca Stone, LiveRamp’s VP of Marketing, discusses what needs to happen for smart speakers (and displays) to realize their marketing and commerce potential.

  • SEO Year In Review: 2018 saw Google updates and a focus on mobile
    Dec 24, 2018 by Barry Schwartz

    Here is our recap of what happened in SEO in 2018 – with links and summaries of some of the bigger changes throughout the year in search and SEO.

  • Ask an SMXpert: Tips for dealing with (and avoiding) Google penalties
    Dec 24, 2018 by Wendy Almeida

    SEO expert Fili Wiese explains some nuances of Google penalties in disavowing links, dealing with past penalties and domain issues for small business websites.

  • 20 expert predictions: Here’s what successful marketers will do in 2019
    Jan 2, 2019 by Wendy Almeida

    From automation, email, data, analytics, voice, augmented reality and content management – as well as PPC for large and small business – our community of contributors share their expertise to help you step up your game in 2019.

  • ‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’
    Jan 2, 2019 by Brittany Page

    Implementing a hybrid approach to your Amazon marketing strategy for both paid and organic optimizations will ensure visibility across results pages.

  • Want to create better experiences and brand loyalty? Lean on your data
    Jan 2, 2019 by Nick Worth

    For 2019, marketers will need to increase efforts at data consolidation to allow truly effective multi-channel strategies.

  • Shopping ads for the small budget: Here’s what to expect in 2019
    Jan 2, 2019 by Kirk Williams

    This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced bidding strategies with Bing Ads for smaller budgets.

  • Paid social requires sharpening your blade in 2019
    Jan 2, 2019 by Susan Wenograd

    Advertisers need to remember constant reevaluation of their methods is crucial in today’s environment.

  • Are ad-supported tiers too much temptation for Netflix or Prime Video to resist?
    Jan 2, 2019 by Ryan Kelly

    With growing competition in video streaming services, Netflix could reverse their former “no ads ever” policies. Let’s look at the pressure points.

  • Digital marketing in 2019: Here’s where we’re headed this year
    Jan 2, 2019 by Chris Loretto

    Brands that embrace emerging technologies and advertising formats – like connected TV, visual and voice search and AR advertising – will thrive in the new year.

  • 10 trends in digital content for 2019: Management is vital to success
    Jan 2, 2019 by Rick Jones

    Technology will transform managing and optimizing content archives from an overwhelming chore to a lucrative discovery and revitalization.

  • AI, automation and analytics: 3 critical strategies for CMOs in 2019, and beyond
    Jan 2, 2019 by Andy Betts

    In the next 24 months CMOs should focus on the three ‘A’s of accountability to make impactful changes.

  • Email marketing trends to expect in 2019
    Jan 2, 2019 by Kyle Henderick

    This year the email marketing landscape will continue to focus on personalization with a focus on quality over quantity as well as expanding loyalty programs.

  • Hacking and phishing will increase in 2019: What digital marketers need to know
    Jan 2, 2019 by Sam Bocetta

    Mobile malware, coordinated digital assaults and caller ID spoofing are some of the many reasons to make security a priority in the new year.

  • Evolution of ad tech in 2019: Streaming services and content ownership
    Jan 2, 2019 by Rob Rasko

    By the end of 2019, growing pains will give way to maturity in the ad market.

  • 3 ways marketing AI will advance in 2019
    Jan 2, 2019 by David Dowhan

    Advanced targeting and transparency will grow exponentially this year as we nurture AI to help it mature.

  • 4 1/2 predictions for marketers in 2019
    Jan 2, 2019 by Ryan Phelan

    Marketers must get smarter about using technology to better serve customers and increase the value you represent to them in the coming year.

  • 2019 mobile marketing predictions from industry veterans
    Jan 2, 2019 by Aaron Strout

    What’s in store for mobile marketers in the new year? Columnist Aaron Strout asks mobile-savvy business leaders what to expect in 2019.

  • Voice-based AI means brands must take an omnichannel approach with consumers
    Dec 28, 2018 by Rex Briggs

    Having the ability to measure your brand affinity and customer loyalty impact on sales will become increasingly important in this world of virtual assistants.

  • Build more emotionally engaging experiences with a personalized data strategy
    Dec 28, 2018 by Rakhi Patel

    Here are three audience management strategies marketers can use to supply new and captivating content.

  • Marketing tools can be leveraged by sales teams, here’s how
    Dec 28, 2018 by Lindsey Groepper

    Webinars, media coverage and video are marketing tactics that can be invaluable for sales.

  • What Amazon Advertising’s big 2018 advancements will mean for 2019
    Dec 28, 2018 by Ginny Marvin

    The e-commerce giant’s ad business continued to grow as it made significant updates to its advertising systems and capabilities.

  • Year in Review: Top 10 digital marketing expert columns of 2018
    Dec 28, 2018 by Wendy Almeida

    A roundup of the most read columns from our digital marketing experts of the year.

  • Publishers using real-time data can help their bottom line, here’s how
    Dec 27, 2018 by Jason Downie

    It’s time publishers caught up to marketers on the personalization front. These three strategies can help.

  • Fake, fake, fake: Epic tweetstorm targets marketing’s metrics house of cards
    Dec 27, 2018 by Robin Kurzer

    Zucker-Scharff’s tweet touched a nerve, racking up more than 6,000 likes, nearly 3,000 retweets and a slew of comments and numerous sub-threads.

  • Compare 17 top SEO tools and platforms
    Dec 27, 2018 by Digital Marketing Depot

    Organic search remains the most important step in the purchase funnel. But with hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, SEO has become increasingly complicated and time-consuming. Using an enterprise SEO platform can increase efficiency and productivity while reducing the time and […]

  • Alexa’s stellar holiday season bodes well for smart speakers, connected technology
    Dec 27, 2018 by Robin Kurzer

    Customers used Alexa to order gifts 3x more than last year and bought ‘millions more Amazon devices’ than they did in 2017.

  • Social media 2018 put the spotlight on data, video, Stories
    Dec 27, 2018 by Amy Gesenhues

    A wrap up of this year’s social media advertising highlights.

  • Ask an SMXpert: New approaches in customization can build better analytics reports
    Dec 27, 2018 by Wendy Almeida

    Data-driven digital marketing expert Simon Poulton outlines opportunities in various solutions to customize dimensions for more focused analytics reporting.

  • Instagram CPCs, CPMs drop as click-throughs continue to climb
    Dec 26, 2018 by Amy Gesenhues

    AdStage’s Paid Media report offers Q3 benchmark metrics for CPC, CPM and CTR across Facebook, Instagram, LinkedIn and Twitter.

  • Facebook’s year of apologies (to marketers)
    Dec 26, 2018 by Amy Gesenhues

    Ten notable times Facebook said — or, should have said — “We’re sorry” to marketers and advertisers in 2018.

  • Without marketing strategy, the LUMAscape is one hand clapping
    Dec 24, 2018 by Tim Burke

    Execution teams have the tech to segment and target consumers while strategists manually pull together disparate data sets to develop personas.

  • Gravy’s ‘location data forensics’ seeks to identify, minimize fraud in programmatic bidstreams
    Dec 24, 2018 by Greg Sterling

    Up to 80 percent of bidstream location data found to be either ‘fraudulent or suspicious.’

  • 3 inspiring campaigns that remind brands to be human during the holidays
    Dec 24, 2018 by Keith Richey

    Campaigns from Europe should inspire marketers everywhere to tell more empathetic stories during this season and in seasons to come.

  • Merkle launches bidding platform tailored for Amazon sponsored brand ads
    Dec 24, 2018 by Ginny Marvin

    The proprietary platform was developed to meet growing client demand for bidding at scale.

  • The brand storytelling genius of the Coca-Cola Santa
    Dec 24, 2018 by Peter Minnium

    Learn how Coca-Cola developed an effective “partnership” with Santa Claus in a series of holiday ads that stretch through the better part of a century.

  • Online shopping revenues will reach $126 billion by December 31, says Adobe
    Dec 22, 2018 by Greg Sterling

    Mobile devices have driven 58 percent of site visits and about 39 percent of purchases to date.



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    Price extensions now supported in Microsoft Advertising Editor

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    Price extensions in Microsoft Advertising Editor.

    Price extensions launched in Microosoft Advertising a little over a year ago, allowing advertisers to show products and pricing in text ads in mobile and desktop search results.

    Why we should care

    Now you can manage those extensions in Microsoft Advertising Editor. That means you can manage them in bulk and much more quickly.

    From the Shared LIbrary in Editor, you will be able to add headers, descriptions and prices, including currency.

    To associate price extensions with ad groups in your campaigns in Editor, select an ad group and use the “Choose price extension” dialogue box.

    More on the news

    Some helpful reminders for price extensions:

    • The prices must be included on the landing page.
    • They are charged the same CPC as a click on an ad headline.
    • They can link to third-party retailers.
    • Do not duplicate the same copy in the header and description of a price extension.

    About The Author

    Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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    Google Lets Advertisers Promote YouTube Live Streams as Display Ads

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    Google is introducing a new ad format that lets marketers run YouTube live streams in display ads.

    Live stream ads can appear anywhere Google’s display ads are shown. So a person could be scrolling through a website, such as this one, and see a live stream playing right where an ad would be.

    People can expand the video to full screen and interact with the live stream just as they could on YouTube.

    Here’s an example of what a live stream ad looks like:

    Google Lets Advertisers Promote YouTube Live Streams as Display Ads

    Live streaming on YouTube is free, so advertisers will only have to pay for the ad unit itself.

    The new live stream ad format is currently in a limited beta. There’s no further information available about how Google plans to charge advertisers for these ads.

    One of my initial thoughts was whether viewing time would be a factor in the cost.

    For example – would an advertiser be charged the same if a person only watched a few minutes of a live stream as opposed to watching the whole thing?

    I presume we’ll learn more when the ad format rolls out more widely.

    Other Google Advertising News

    In related news, Google introduced another display ad format today that allows users to interact with 3D objects.

    The new ad format, called Swirl, lets advertisers showcase products from all angles.

    A car manufacturer could take an existing 3D model of a car and use it in a Google display ad. Then, those who view the ad could rotate the car as well as zoom in and out of it.

    For more information about the Swirl ad format see our coverage here.



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    Google Search Console image search reporting bug June 5-7

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    Google posted a notice that between the dates of June 5 through June 7, it was unable to capture data around image search traffic. This is just a reporting bug and did not impact actual search traffic, but the Search Console performance report may show drops in image search traffic in that date range.

    The notice. The notice read, “June 5-7: Some image search statistics were not captured during this period due to an internal issue. Because of this, you may see a drop in your image search statistics during this period. The change did not affect user Search results, only the data reporting.”

    How do I see this? If you login to Google Search Console, click into your performance report and then filter by clicking on the “search type” filter. You can then select image from the filters.

    Here is a screen shot of this filter:

    How To Filter By Image Traffic in Google Search Console

    Why we should care. If your site gets a lot of Google Image search traffic, you may notice a dip in your traffic reporting within Google Search Console. You may have not noticed a similar dip in your other analytics tools. That being said, Google said this is only a reporting glitch within Google Search Console and did not impact your actual traffic to your web site.


    About The Author

    Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

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