News and articles that allow us to stay on top of our game. You might want to read them too.<\/p>\r\n\r\n\r\n\r\n
\r\n\r\n– AdExchanger<\/span><\/p>\r\n \r\n\r\n“But that doesn\u2019t mean it\u2019s necessary to switch back to contextual targeting and last-click attribution. There are other cookieless use cases to consider as marketers are forced to take a new approach to first-party data. \r\n\r\n– Think with Google<\/span><\/p>\r\n \r\n\r\n“Advertisers have a prime opportunity to test non-behavioral targeting strategies right now, thanks to Safari\u2019s Intelligent Tracking Prevention (ITP). <\/p>\r\n\r\n\r\n\r\n – Search Engine Journal<\/p>\r\n \r\n\r\n“Automation doesn\u2019t require simpler account structures. We still need to run the structures that make sense for our business. If anything, we should devote more time to measuring conversions correctly rather than wrangling account structures into some weird shape we think will help the machines.”<\/p>\r\n\r\n\r\n\r\n – Search Engine Land<\/span><\/p>\r\n \r\n\r\n“Google is sending out notices via Google Search Console with \u201cmobile-first indexing issues detected\u201d alerts. In those emails it communicates the issues Google has when it comes to moving that site over to mobile-first indexing. It also says \u201cGoogle expects to apply mobile-first indexing to all websites in the next six to twelve months. \u201c “<\/p>\r\n\r\n\r\n\r\n – Search Engine Journal<\/p>\r\n \r\n\r\n“In an email sent out to Google Ads advertisers, the company says Shopping ads will be eligible to appear on Gmail starting on the week of March 4, 2020. This includes both Product Shopping ads and Showcase Shopping ads. When Shopping ads are rolled out to Gmail, data will be reported under – Search Engine Journal<\/p>\r\n \r\n\r\n\u201cUse categories or tags to cross link so that you have a handful paginated pages per type, from where you link to the blog posts. Keep a good & balanced hierarchy, not too flat, not too deep.\u201d<\/p>\r\n\r\n\r\n\r\n \r\n\r\n– Search Engine Land<\/span><\/p>\r\n\r\n\r\n\r\n ” \u201cOver the years, we\u2019ve all seen various automated scorecards used by aggressive SEO or PPC agencies when they audit a company\u2019s marketing efforts. Typically these things are meant to find fault and to achieve a specific goal [that\u2019s] not 100% aligned with the client\u2019s objectives,\u201d said Andrew Goodman, founder and president of digital marketing agency Page Zero Media, which has Google Premier Partner status. \u201cGoogle\u2019s scorecards are a highly sophisticated version of the same phenomenon. Recommendations as aids to busy \/ stretched account managers are certainly a good idea.\u201d His concern comes in using them to judge account or agency performance. That \u201cis jumping the gun, IMO,\u201d said Goodman. “<\/p>\r\n\r\n\r\n\r\n – Search Engine Journal<\/p>\r\n \r\n\r\n“In a Webmaster Hangout Google\u2019s John Mueller answered why a site might be gradually losing traffic. Once you know the reasons you\u2019ll be better positioned to take action to reverse a traffic decline.”<\/p>\r\n\r\n\r\n\r\n \r\n\r\n– Search Engine Land<\/span><\/p>\r\n \r\n\r\n“As of Sunday, Mar. 1, Google is treating the nofollow link attribute as a hint, rather than a directive, for crawling and indexing purposes. Google is already treating all link attributes (sponsored, UGC and nofollow) as hints for ranking purposes and has been doing so since it made the original announcement in September. “<\/p>\r\n\r\n\r\n\r\n – Search Engine Journal<\/p>\r\n \r\n\r\n“Reaching a certain word count will not help a page rank better. Stay relevant to users. Relevance for Google is understanding what users mean when they type a keyword and matching that to a page that answers the question. Before writing a single word, check out the search results and try to understand what users mean when they type a search query.”<\/p>\r\n\r\n\r\n\r\n \r\n\r\n– Search Engine Land<\/span><\/p>\r\n \r\n\r\n“The ugly truth is that it\u2019s hard to reverse momentum once a website starts going in the wrong direction. I am a firm believer that all things online should be scaled as the business grows, SEO included.”<\/p>\r\n\r\n\r\n\r\n – Digiday<\/p>\r\n \r\n\r\n“Google has long pitched YouTube as an alternative to traditional TV advertising, but it\u2019s never managed to make a move into the $170 billion global TV ad market itself. But as more linear TV viewing shifts to digital devices and platforms, Google is quietly making inroads on one of the few areas of digital advertising it doesn\u2019t yet conquer.”<\/p>\r\n\r\n\r\n\r\n – Search Engine Journal<\/p>\r\n \r\n\r\n“Since 2018, responsive display ads have been the default ad type for the GDN. It might be time to take another look at them \u2014 for six good reasons. But at the same, there are two good reasons why you might not want to.”<\/p>\r\n\r\n\r\n\r\n – Search Engine Land<\/p>\r\n \r\n\r\n“Paid search is often thought of as being really low funnel \u2013 and it absolutely can be! But it can also span up the funnel and, when done correctly, can even rival other top-of-funnel channels. Targeting informational queries, for instance, is a great way to engage folks that are beginning to look for solutions to their problems \u2013 which is a key piece of the Awareness stage. Equally, if not more important, is knowing how to handle the traffic that you receive from top-of-funnel campaigns. Since that traffic is cold, sending those visitors to the same low-funnel CTAs as your other campaigns will likely lead to high bounce rates and low conversion rates.”<\/p>\r\n <\/p>\r\n\r\n\r\n\r\n – Facebook<\/p>\r\n \r\n\r\n“Starting Apr 11 2020, Audience Network will no longer fill any ad requests to your web and in-stream placements. – Search Engine Land<\/p>\r\n \r\n\r\n“Planning your paid social campaigns well ahead of your peak periods \u2014 whether seasonal, holiday or promotional \u2014 help ensure you hit your goals.”<\/p>\r\n\r\n\r\n\r\n – Search Engine Land<\/p>\r\n \r\n\r\n“With more advertisers and bigger budgets crowding onto Facebook and Instagram, acquisition costs are climbing. Advertisers can make their social ad dollars go further by re-thinking campaign fundamentals. You need to make sure you\u2019re scaling your available inventory for \r\n\r\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_global_section id=”31229″][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":" [vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”50″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all”…<\/p>\n","protected":false},"author":12,"featured_media":42312,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"two_page_speed":[],"footnotes":""},"categories":[183],"tags":[],"level":[],"class_list":{"0":"post-38893","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-monthly-sector-news"},"acf":[],"yoast_head":"\n
That also does not mean all forms of audience planning and measurement are dead. Demographic, in-market and affinity data from the likes of Google, Facebook, Amazon and Pinterest will still be available, because they are first-party by design, and unlike audiences, you buy from data providers, they are free of charge. Retargeting and look-alike strategies will also weather the storm, as long as they rely on cookieless signals and CRM onboarding.
View-through attribution and omnichannel measurement will not go away, but they will only come from walled garden-specific first-party data integration and clean rooms such as Google\u2019s Ads Data Hub and the Amazon Marketing Cloud. “<\/p>\r\n\r\n\r\n\r\nPlanning For Safari Can Prepare Advertisers For Chrome’s Future<\/span><\/strong><\/a><\/h3>\r\n
Successful Safari strategies will likely give the cookieless a central role in the targeting and buying strategy. While there\u2019s no need to completely abandon cookies, at least not yet, adopting this kind of thinking in Safari can prepare advertisers for the coming large-scale changes.”<\/p>\r\nGoogle: Organic, Ads & Analytics<\/h2>\r\n\r\n\r\n\r\n
How to Structure a PPC Campaign in the Age of Automation<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
Google mobile-first indexing to be applied to all sites within a year<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
Google is Expanding Shopping Ads to Gmail<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
the Google Display Network. Standard Shopping campaigns will be
automatically enabled to run on Gmail, as long as the campaigns are
opted into \u201cYouTube, Gmail, and Discover.”<\/p>\r\n\r\n\r\n\r\nHow to fight back against excessively deep pagination and regain rankings<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
Optimization scores, recommendations and their impact on Google Partner agencies<\/a><\/span><\/strong><\/h3>\r\n
Google Explains Gradual Declines in Ranking<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
Google\u2019s new treatment of nofollow links has arrived<\/span><\/strong><\/a><\/h3>\r\n
Does Word Count Matter for SEO?<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
What happens if you stop doing SEO<\/span><\/strong><\/a><\/h3>\r\n
How a newly won partnership in France could signal Google\u2019s broader TV ambitions<\/span><\/a><\/strong><\/h3>\r\n\r\n\r\n\r\n
6 Reasons to Run Responsive Display Ads (& 2 Reasons Not To)<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
Paid search marketers can find success with top of funnel campaigns<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
Social: Facebook, Instagram & others<\/h2>\r\n\r\n\r\n\r\n
Changes to Web and In-Stream Placements<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
We\u2019ve made this decision based on where we see growing demand from our partners, which is in other formats across mobile apps. We also remain committed to moving our mobile app network into bidding.”<\/p>\r\n\r\n\r\n\r\n3 tips for optimizing paid social campaigns for seasonality<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
How to tackle rising Facebook CPAs<\/span><\/strong><\/a><\/h3>\r\n\r\n\r\n\r\n
click-through rates, mirroring your audience, and being dynamic.”<\/p>\r\n