The CLICKTRUST monthly pick – November 2020


10 months ago
Jochen Fostie

News and articles from the CLICKTRUST blog and from around the web that allows us to stay on top of our game. You might want to read them too.

 

General: Data, Privacy & more

Amazon Product Review Best Practices for 2021

– Search Engine Journal

“While reviews are still important for marketing your products on Amazon, the best practices surrounding them have changed significantly. In this article, we will discuss some of the most important information you need to know when it comes to creating a product review strategy on Amazon for 2021.”

 

The Digital Advertising Sector’s Original Sin, And How We Must Atone

– AdExchanger

“Digital advertising went off course early on, though we didn’t realize it. This is our original sin. How do we atone? Absolution is a matter of identifying new guideposts – consumer consent, privacy, real audiences vs. cookie-based proxies – and building an infrastructure around them. Here’s the bottom line: If we can articulate it, we can build it. And that should give us all tremendous hope.”

 

 

Google: Organic, Ads & Analytics

 

Solving an age-old SEO-PPC issue: How to bid on your brand name based on incrementality

– Search Engine Land

There are 4 steps to evaluate your investment of branded keywords – judge performance then segment and calculate incrementality and adjust your targets based on that incrementality.

 

Google: Core Web Vitals Becoming Ranking Signals in May 2021

– Search Engine Land

“Google is announcing Core Web Vitals will become ranking signals in May 2021 in an update that will also combine existing UX-related signals.”

 

How Google indexes passages of a page and what it means for SEO

– Search Engine Land

“We’ve recently made a breakthrough in ranking and are now able to not just index web pages, but individual passages from the pages. By better understanding the relevancy of specific passages, not just the overall page, we can find that needle-in-a-haystack information you’re looking for.”

 

Google’s Auto Applied Recommendations catch advertisers, agencies off guard

– Search Engine Land

“Now is the time to log into the dashboard to check the settings for your accounts. Not all accounts are eligible at this point, however, depending on country and language, past spend, policy compliance, and other factors. There are obviously long-term implications for advertisers and agencies trying to balance control and automation while having a clear understanding of what’s happening in their accounts. Having the reporting in a separate dashboard makes that challenging.”

 

How Important Are Backlinks for SEO?

– Search Engine Land

“Yes, backlinks are 100% important for SEO. But it is not a numbers game. Backlinks are only one of the signals a search engine uses.”

 

Google Ads’ Smart Bidding Enhances Predictions & Insights

– Search Engine Journal

“Google Ads has announced enhancements in reporting for their Smart Bidding, focused on more insights to performance drivers and predictive features. Up until now, predictive data was based on the past 7 days of data which would show what would have happened in the past. Smart Bidding has now been upgraded with the ability to forecast up to 90 days out, accounting for upcoming influencers like seasonality.”

 

Google Ads wants advertisers to give broad match another shot

– Search Engine Land

“Google is going to start showing new Recommendations for switching to broad match in Google Ads.
“If you’re using Smart Bidding, we’ll identify existing keywords that are likely to improve performance if you switch them to broad match,” Google said in a blog post Monday. For example, says Google, the broad match keyword “women’s hats” could match to “winter headwear for women” or “women’s accessories.””

 

Using auction insights for better PPC competitor analysis

– Search Engine Land

“Competitive analysis should be a regular task for anyone involved in managing PPC campaigns. Keeping up with what messaging your competitors are using, what keywords they’re bidding on, and where they’re overlapping with you are important for keeping your own campaigns on point. The Auction Insights sections in Google Ads and Microsoft Advertising offer a wealth of information about where your competitors are bidding against you.”

 

Why Your PPC Agency Might Push Back on Your Requests

– Search Engine Journal

“It’s the job of your PPC agency to question requests that run counter to your goals – even if they sound logical on the surface. Your PPC agency should welcome your input. But that doesn’t mean they’ll automatically implement your request.”

 

‘Significant’ drop in Google-reported search terms seen across devices and ad formats [Report]

– Search Engine Land

“The share of desktop text ads attributed to search queries, for example, fell 24 points from 98% to 74% from August to September. No device-ad format combination had more than 76% of spend attributed in search terms reports in September. Shopping campaigns had lower spend share attributed to search queries in than text ads across device types.”

 

H1 Headings For SEO – Why They Matter

– Search Engine Journal

“The use of headings for ranking better on search engines has a long history. It’s one of the earliest known Google ranking factors. Because search engines algorithms evolve, it’s important to understand how why headings remain important and how to use them for modern search engines.”

 

 

Social: Facebook, Instagram & others

Upcoming LinkedIn Ads Products for B2B Marketers

– PPC Hero

“LinkedIn recently announced some upcoming product initiatives we can expect to arrive starting now through the end of next year.”

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