I won’t stand on this soapbox for long, but while I’m here, I want to take a second to advocate for something counterintuitive coming from someone with the title of Sr. Analyst, Paid Search: you should pause paid search. Not outright. Not all at once. But with the right structure and parameters, pausing paid search can be an invaluable source of data for us as PPC professionals. The incrementality questionWhen it comes to demonstrating return, I’d wager most of us measure some variation of total revenue over total cost. If it’s high, we’re doing well. If not, we rethink and rework until we hit the ROAS we want. That’s not inherently bad. It’s a quickfire estimate of efficacy, and I find myself doing the same thing. The problem is that number doesn’t tell us much. It doesn’t tell us if we actually lost money buying users who would have converted anyway. And it doesn’t show what might have happened if we simply didn’t spend. Admittedly, brand spend usually gets the heat here. As an industry, we have a gut feeling that branded search doesn’t bring in many new users. But we should take that same fine-toothed comb to non-brand search, which can drive significantly lower returns than we might guess. To really answer those questions, we need to conduct an A/B incrementality test. How to structure an incrementality testTo start, I’m sure many of us know what an A/B test is, but let’s review. An A/B test is an experiment in which we take two groups, a control group and a test group, and measure the change in a behavior or outcome as a result of a change in a variable. With any good test, it’s important to outline the test parameters. For our purposes, we should try to think about the following questions:
The first question is yours to answer. We recommend a test that spans at least a few months to capture some potential seasonal fluctuations. The second question is also pretty straightforward. The goal of this experiment is to measure two things:
When it comes to our method of analysis, there’s a little more nuance, but we’ll talk about our options there in a few paragraphs. And on the attribution model, the important part is to keep it consistent across your tests. Choose one, and stick with it. Once you have all that outlined, there are two big things you want to do before you begin your test. 1. Set Up Your Test and Control Groups To measure the impact of paid search, the variable we’re changing is spend. To measure that effectively, we need two groups: a test and a control. Rather than sort our groups at the user level, we can create these groups with geographic data. The methodology outlined in Tadelis et al. offers a great example of how to set this up with Nielsen DMA regions to ensure our two groups consist of regions with similar sales & seasonal trends. Begin by choosing a proportion of your geographic regions for testing. The paper uses a subset of 30%, but this number is up to you and your comfort with the risks of pausing paid search. We want to measure the impact of our spend on topline revenue. To do that, it’s doubly important to account for seasonal variations in performance across geographic regions. There are a few quick-and-dirty ways to get a sense of seasonality in your data. There are also SEO seasonality tools that can be adjusted for PPC purposes. If you’re curious, feel free to explore some more technical, but still comprehensible methods to parse out seasonality. Next, within your subset of geographic regions, sort and pair them based on sales data and seasonality. Split that list down the middle, so that both groups look more-or-less the same and are easy to compare. Those are your two groups. 2. Double, Triple, and Quadruple Check Measurement This is critical. If you can’t trust your website’s measurement, all of your results here, and bluntly, all of your digital efforts, are asterisked by a cloud of mis-firing tags and maligned revenue numbers. Before you start any testing, we recommend conducting a tracking audit of your website. This will prevent bad results and make sure you have a clear understanding of how advertising traffic, engagement, and revenue is measured. 3. Start the Test Once you’ve got your groups split, and you’re confident in measurement, you’re good to test. Roll out the pause in your specified areas and start collecting data. Pay special focus to
4. Analyzing Your Findings After the test has run its course, we’re on to the fun part. The structure of this test lets us deploy a Difference-in-Difference test (D-I-D), which compares the impact of a change between two groups to estimate its effects. While I won’t walk through the specifics of the D-I-D test — and why every marketer should use it more often — in this article, I will provide some interesting resources to help you conduct it. Below are some articles that walk through examples of the process. I’ve also created a Google Colab notebook for you to use to run this analysis yourself. It contains instructions and more information about the output of the test. Find that notebook and make a copy here. Once you have that, you can follow the instructions in the doc, and you’ll be good to go! Pause paid search for scienceA lot of the work that goes into building a paid search program is focused on the strategy. We research, forecast, plan, launch, and test new tactics. But the broader question remains: once we have our program up-and-running, how do we show that the results are really helping the clients we serve? Deliberately pausing paid search to measure its impact is, in my view, a vital part of any engagement. It’s a check-in, another test we should conduct alongside regular search term reports. It lets us keep incrementality top of mind, and it ensures we are making the most of budgets and effort. That said, it’s also important to note that the test and analysis outlined here are not the only ones that chip away at this question. These are cursory, and there are many variables these models don’t account for, as discussed in the Google Colab notebook. But hopefully this approach offers a good first step to incorporate deeper, more structured testing into our PPC strategies. The post How and why you should pause paid search (for science) appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3vAfjDk
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Microsoft Advertising is now rolling out Facebook Import, enabling advertisers to carry over their campaigns, ad groups, budgets, creative assets and more from Facebook into the Microsoft Audience Network, the company announced Friday. Why we careFacebook Import allows advertisers to extend their campaigns to Bing and the Microsoft Audience Network without spending extra time reconfiguring them, much in the same way the Google Import feature does. Enabling advertisers to get more out of the work they’ve already put in on Facebook Ads or Google Ads makes Microsoft Advertising an easy option for marketers who want to scale their campaigns. More on the news
The post Facebook Import is now available in Microsoft Advertising appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fRxwp7 The Email Marketing Periodic Table: Manage deliverability and optimization like a scientist5/28/2021 Email has long been one of the most reliable marketing channels for getting your messaging in front of your customers. Whether it’s content in the form of a weekly newsletter, a personalized promotion or an important account update, marketers need to trust that their message will be delivered and that they’ve optimized those messages to get maximum engagement. That is why MarTech is releasing today an updated Email Marketing Periodic Table that tells you everything you need to know about sending emails that your customers want to receive and that inboxes won’t block. Because email is one of the most complex ways you can communicate with customers and prospects – through different mail clients, different ISPs, mobile and desktop, etc. – there are a lot of obstacles that can get between you and your intended recipients. Each element in this table represents a factor that you need to consider to be successful in email. The elements are gathered into categories based on their relationships to one another, and the categories are designated as related to either Optimization or Deliverability. Further down on the table, you’ll see Toxins, a category for practices that can poison your email marketing efforts, and Traps, which you’ll want to be aware of falling into. This updated Email Marketing Periodic table adds a few new elements and a new category, Compliance, that addresses recent and ongoing developments tied to state laws, inclusion and more. We have also changed our language to refer to safelists and blocklists, terms which are inclusive and respectful to all. Digital marketing is indeed an art, but it is also a science. We hope this tool serves as an essential reference for your experiments. The post The Email Marketing Periodic Table: Manage deliverability and optimization like a scientist appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2RJcH7r Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and did you watch Google Marketing Live yesterday? The overall reactions from the PPC community were mixed at best. Some outrage, some resigned acceptance, but overall, the crowd goes mild. ¯\_(ツ)_/¯ We’ve got the full coverage on feature releases and updates for you below, but some of the highlights include new options for local search marketers, new travel ads, shopping partnerships, and a lot of expansions of existing products. Plus Microsoft’s new platform to help SMBs manage search and social ads in one place includes organic social media management, as well, which would be HUGE for businesses just getting started with advertising. P.S. You won’t see a newsletter from us on Monday in honor of Memorial Day. Carolyn Lyden, PPC: Google updates Customer Match, Performance Max campaigns, the Insights page and product feedsIn addition to launching new products, Google also announced expansions for numerous existing products at its Marketing Livestream event.
SMBs: Microsoft Advertising announces pilot for Unified Campaigns: A single management solution for multi-channel paid advertising and social mediaA new pilot program from Microsoft will allow small businesses to manage their paid advertising and organic social media in a single place. Unified Campaigns, which will be available initially via an application process to select businesses, allows SMBs the opportunity to control their search and social media ads from a single platform. The platform will also provide a social media management solution where businesses can post, reply, and report metrics for each of their social media channels. Travel: Google announces travel product updates for vacation rentals, hotel booking extensions to begin rolling outWith the unpredictability of travel last year, Google Ads made adjustments to help both advertisers and searchers adapt. At GML, Google announced three new travel ads products and updates to help partners capture this increase in demand.
The travel industry was heavily disrupted last year by the pandemic, travel bans and lockdown orders. These Ads product announcements from Google Marketing Live anticipate the consumer and advertiser changes as more travelers will be booking flights and finding places to stay this summer. Local: Google launches new ad formats for local campaigns and pickup later option for local inventory adsGoogle launched new products and services for local advertisers at GML: Auto Suggest ads. Google launched a new ad format for local ads named Auto Suggest ads. Auto Suggest ads show ads based on the searcher’s location. When a searcher is nearby and looks for a related product or service in Google Maps, the ad will auto-suggest the advertiser’s nearby location to that searcher. Navigational ads. Google also launched the new Navigational ad format for local ads. Navigational ads are shown while you are using Google Maps driving directions. This allows businesses to show their ads while a user is en route to a destination. Similar Places ads. Google also launched a new ad format for local ads named Similar Places ads. These ads show up when you search for a specific business location and that business is closed at the time of the search. In that case, Google may show a similar business on the map by showing the business name with the label “Similar and open.” Pickup later. Google is launching an open beta for US-based advertisers to expand store pickup options by labeling their local inventory ads with a “pickup later” option. Retail: Google expands its shopping integrations to include retailers on WooCommerce, GoDaddy and SquareExpanding on the Shopify integration it announced at I/O, Google has launched partnerships with WooCommerce, GoDaddy and Square to enable retailers on those platforms to list their products for free on Google. This move benefits retailers by making it easier to show their products across Google, but also plays into Google’s strength as a place where shoppers discover products. Along with that news, the company also announced a new screen that consolidates all buying options offered by a seller. The screen shows during the checkout process for products discovered on Google and is currently being tested in Google Search and the Shopping tab, with plans for a YouTube and Image search rollout later this year. Tech SEO: News from Google I/O for technical SEO practitioners and site developersTons of new developments for technical SEOs and developers came out of Google I/O last week. Here are some of the most important from the “What’s new for The Web Platform?” session. New security features. Cross-site <iframe> content embedded within a page like a YouTube widget now runs in a standalone process, separated and detached even from the process handling the embedding page itself. Isolation security architecture from V8 through Chrome is designed to prevent information leaking from the likes of heart bleed and evil JavaScript. APIs. Given that third-party cookies have been so prevalent, the Chrome Team announced a new “family of APIs” such as federated login, personalized ads, and conversion tracking that can provide alternate pathways for use cases that might have previously required a third-party cookie implementation. Context menu and badges for PWAs. Progressive web apps, once installed with an icon on home screens and desktops, now allow you to write “shortcuts” that expose “quick actions” as context menu items (right-click or two-finger tap) with supporting operating systems that include Android, Chrome OS, Windows, and macOS. Core Web Vitals. Rankings will adjust according to scores gathered in the field. The good news is that Lighthouse is “calibrated to be representative of a user in your upper percentiles.” That means if you get good lab scores, then nine times out of 10, users in the field will transmit even better scores to Google for your User Experience ranking factor adjustment. Search Shorts: The one where we troll TwitterThe SEO implementation problem. In a Twitter poll, more than half of SEOs say that 40% or less of their SEO recommendations were actually put into practice… Makes you wonder when companies say they’ve “tried SEO before.” Did they actually try 100% of it? GML Twitter reactions. Lots of PPCers had lots of feelings about GML. Check out the #PPCChat hashtag to see varying levels of excitement, eye-rolling, and hushed acceptance. International SEO #SEOChat. The challenges of global SEO have more to do with people than with Google. What is your process for understanding user behavior in other countries and satisfying user intent? Check out the answers here (and add your own). The post The greatest hits from Google Marketing Livestream, plus Microsoft Advertising’s new ads and social management pilot; Friday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fQCiDt Google’s three pillars of E-A-T (Expertise, Authoritativeness and Trustworthiness) is the Search Engine’s quality control to protect searchers from low-quality content. While it is an important initiative to evaluate subject matter, most content creators find it challenging to measure E-A-T objectively. This can bring significant implications on how you manage your SEO initiatives. Join iQuanti’s Ajay Rama as he discusses how to use the Topical Authority metric to improve your organic rank, and much more. Register now for “How to Measure Google’s E-A-T Criteria and Improve Your Organic Results,” presented by iQuanti. The post How to measure Google’s E-A-T criteria and improve your organic results appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3wEvBew Google expands its shopping integrations to include retailers on WooCommerce GoDaddy and Square5/27/2021 Google is rolling out integrations with more e-commerce platforms to enable retailers to show their products for free across Google, the company announced Thursday. It is also testing a new checkout experience that shows shoppers all the purchasing options offered by a merchant in one place. Shopping partnerships with more platforms. Expanding on the Shopify integration it announced last week at I/O, Google has launched partnerships with WooCommerce, GoDaddy and Square to enable retailers on those platforms to list their products for free on Google. Consolidated buying options. When customers discover a product on Google, they’ll be shown a summary of all the purchasing options offered by the seller (as shown below). This can include purchasing via the retailer’s site, picking up the item at a nearby location or Google’s native checkout flow. The buying options screen is currently being tested in Google Search and the Shopping tab. The company plans to roll it out to YouTube and Image search later this year. Why we care. These new partnerships mean that more merchants will be able to more easily show their products on Google for free. In addition to benefitting retailers, this move also plays into one of Google’s strengths: Helping users discover whatever they’re looking for. Shoppers use Google to research and compare products, but they don’t as frequently purchase via Google, so showing more relevant, organic product listings across Google can help solidify the search engine as a shopping tool for consumers. On the other hand, the company’s new buying options for products on Google shows that it’s still trying to be a place where transactions occur, as opposed to just being a middleman for them. This could help Google increase its slice of the mobile e-commerce market because it makes it easier for shoppers to complete the purchase in the same place they’re doing their product research. The post Google expands its shopping integrations to include retailers on WooCommerce, GoDaddy and Square appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fqpMeM Google expanded the capabilities of numerous existing features and products at its Marketing Livestream event on Thursday. The company is removing the spend threshold for its Customer Match feature, which should make it useful to more businesses. On the automation front, the Google Ads Insights page is getting a new Demand Forecast that predicts relevant changes to search behavior over the next 90 days, and Performance Max campaigns are rolling out globally as an open beta. Businesses using Google Merchant Center or Manufacturer Center can now use their product feeds in Video Action campaigns as well as Discovery Ads. And, both Video Action campaigns and Discovery Ads now support tROAS bidding. Customer MatchCustomer Match, which allows advertisers to use their first-party data to remarket to customers on Google Search, Shopping, Gmail and YouTube, is now generally available to all advertisers worldwide. Previously, there was a $50,000 total lifetime spend requirement to be eligible for Customer Match. The removal of the spend requirement may be particularly impactful for SMBs operating on fewer resources. As we continue to move away from third-party cookies, first-party data can continue to help advertisers reach their audiences. Last month, Google also announced instant match rates for Customer Match lists, which can help businesses frame their performance expectations and identify when they might need to troubleshoot their lists. Insights pageThe Google Ads Insights page, which began rolling out in beta in the U.S., UK, Canada and Australia late last year, shows advertisers trending searches, auction insights and interest predictions specific to their account. Now, Google is adding Demand Forecasts, which predict changes to search behavior over the next 90 days, to the Insights page. This information can help advertisers prepare their campaigns and inventory, and enable them to identify upcoming opportunities. In addition, support for Performance Max campaigns (more on that below) is also being added to the Insights page. Performance Max campaignsPerformance Max campaigns, which were announced alongside the Insights page at Advertising Week in October 2020, are an automated campaign type that runs across all Google ad inventory. Advertisers provide the copy and image or video assets and Google’s machine learning systems will serve the responsive ads across channels and bid using Smart Bidding based on the advertiser’s goal. When Google first unveiled Performance Max campaigns, it was still in the early testing stage. “Starting today, given the positive results from early testers, we’re expanding the Performance Max beta to thousands of additional advertisers globally,” Jerry Dischler, Google’s VP/GM, ads, said during the Marketing Livestream event, “And look out for that full launch later this year.” As mentioned above, support for Performance Max campaigns is also coming to the Insights page. “You’ve told us that you want transparency into automated campaigns like Performance Max,” Darshan Kantak, VP, product management, search ads and experiences, said, “You can understand how all of that automation is delivering results for you over on the Insights page.” Advertisers can expect to see data on which audiences are converting, auction insights, trending search categories, top-performing creative assets; they’ll also be able to preview how their ads are showing up in each channel. Product feedsSupport for product feeds is now generally available for Video Action campaigns. Support for these feeds is also available for Discovery Ads as an open beta. This update can enable advertisers to leverage their existing product images and videos to increase discoverability and drive purchases. “In March, when we compared more than 900 Video action campaigns, we found advertisers that added product feeds drove 60% more conversions at a lower cost, compared to advertisers that didn’t add product feeds,” Google said in its announcement. tROAS biddingTarget Return on Ad Spend (tROAS) bidding is being rolled out for both Video Action campaigns and Discovery Ads. The former is now available to advertisers across the globe, while tROAS for Discovery Ads is available globally as an open beta. The post Google updates Customer Match, Performance Max campaigns, the Insights page and product feeds at its Marketing Livestream event appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2TlIYlo With the unpredictability of travel last year, Google Ads made adjustments to help both advertisers and searchers adapt. Now, travel- and tourism-related businesses are expecting a dramatic increase in search volume and bookings due to the pent-up demand for … well, just getting the heck out of our houses after a year in lockdown. At Google Marketing Live, Google announced three new travel ads products and updates to help partners capture this increase in demand. Vacation rentals now showing in Hotel results. Google searches for “beach rentals” and “staycations” grew by over 100% globally since last year. Many searchers felt that smaller vacation rentals gave them more control over their environment and safety precautions. As a result, Google Ads will now include vacation rental listings in the Hotel results page for a given listing. This option offers a great opportunity for vacation rental property owners but could increase competition for Hotel listings within the results page. Extending Hotel Ads feed data to text ads with hotel booking extensions. Google Ads recently introduced hotel booking extensions, which automatically surface Hotel Ads feed data within search text ads extensions. In order to make campaigns more relevant and helpful, information is automatically pulled from your existing feed (like landing page, hotel, price, and availability). At GML, Google announced that this program will roll out to advertisers on the allowlist and, in the coming weeks, will launch globally. Updates to commissions (per stay) reporting, support and billing. When the pandemic interrupted travelers’ plans, Google introduced commissions (per stay) which meant advertisers didn’t pay for canceled reservations. Travel advertisers only pay per consumed stay. Based on advertiser feedback, Google Ads is offering three new features to commissions (per stay):
Why we care. The travel industry was heavily disrupted last year by the pandemic, travel bans and lockdown orders. These Ads product announcements from Google Marketing Live anticipate the consumer and advertiser changes as more travelers will be booking flights and finding places to stay this summer. Some, like the vacation rentals in Hotels results, may mean more competition in search for some travel-related businesses. However, other announcements like extra help for commission (per stay) campaigns and extended Hotel Ads feed data will make it easier for advertisers to reach more travelers as they’re looking for places to go this year. The post Google Ads announces travel product updates for vacation rentals, hotel booking extensions to begin rolling out appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3oTZPY2 Google launches new ad formats for local campaigns and pickup later option for local inventory ads5/27/2021 Google is announcing a number of new local ad-based features at its Google Marketing Livestream event today. These include new ad formats for local campaigns and a new option for “pickup later” in the local inventory ads. New local campaign ad formatsAuto Suggest ads. Google launched a new ad format for local ads named Auto Suggest ads. Auto Suggest ads show ads based on the searcher’s location. When a searcher is nearby and looks for a related product or service in Google Maps, the ad will auto-suggest the advertiser’s nearby location to that searcher. The example Google gave for this one is that if you search for [oil change] in Maps, Google might show an ad for an auto garage that is near your current location. Navigational ads. Google also launched the new Navigational ad format for local ads. Navigational ads are shown while you are using Google Maps driving directions. This allows businesses to show their ads while a user is en route to a destination. So if you’re headed to pick up dinner, a nearby gas station could use Navigational ads to let you know that you can fill up along the way. While driving, Maps users can add the stop to the advertised business to the route. Google said it places the ads in driving directions mode in a “safety conscious manner.” Similar Places ads. Google also launched a new ad format for local ads named Similar Places ads. These ads show up when you search for a specific business location and that business is closed at the time of the search. In that case, Google may show a similar business on the map by showing the business name with the label “Similar and open.” All three of these new ad formats are coming to local ad campaigns in the second quarter of this year and will be available to all advertisers globally. Local inventory ads now include pickup later optionPickup later. Google is launching an open beta for US-based advertisers to expand store pickup options by labeling their local inventory ads with a “pickup later” option. Below is an example of a label showing “pick up by Monday.” This adds to the “pickup today” and “curbside pickup” options that local inventory ads already have within the nearby shopping features. Searches for “in stock” have grown globally by over 800% year over year, Google said. Google’s Merchant Center explains how to add the pickup later option to your existing Google Shopping Ads feed. Why we careOne consistent theme we have seen in search over the past decade is that users continue to search in their surrounding areas and expect to find local-specific results. Be it local service companies, restaurants or retail stores–searchers want to be able to find what they are looking to buy locally and immediately. These features will help advertisers reach those customers in a new way. The post Google launches new ad formats for local campaigns and pickup later option for local inventory ads appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3wEjxtG Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, the possibilities are endless. Perhaps that’s why it doesn’t always occur to us to explore them — that applies to a lot of topics but today I’m talking about MUM, the technology that Google previewed at I/O last week. It’s purportedly 1,000x more powerful than BERT and capable of multitasking to connect information for searchers. “A huge limitation of accessing information is the language it’s written in,” Google’s Prabhakar Raghavan said at I/O, “There are insights about Mt. Fuji in Japanese you might not know exist if you don’t search in Japanese, but MUM can transfer language across multiple languages to give you a richer, more comprehensive answer.” To me, that means that, if MUM can deliver on Google’s promise, travel-related resources are going to be more accessible than ever. That may also mean that competition in the search results will also be internationalized. And, MUM is multimodal, meaning it can process information across text, audio, video and images. Might this decrease the language barrier and work to disseminate information across borders? I remember struggling to find authoritative resources to apply for visas to enter Vietnam and China when I visited — MUM might make those struggles a bit easier for international travelers. Now, imagine this change unfolding across numerous verticals. How might it affect yours? I’m dying to know, email [email protected] (subject line: Watch your language). Note: Google is currently running internal pilot programs with MUM and no public rollout date has been announced. George Nguyen, Google Marketing Livestream is happening todayAfter taking 2020 off, Google Marketing Live is back in livestream form. The event kicks off today at 8am PT / 11am ET and you can expect a slew of PPC-related announcements. If you can’t make it, no worries, we’ve got you covered, read the latest right on our homepage or get caught up with tomorrow morning’s newsletter. We’ll also be hosting a panel at SMX Advanced on June 16, where experts will dissect the announcements and discuss which ones mattered most to advertisers. In case you’re wondering what types of announcements Google makes at Marketing Live, check out our roundup from Google Marketing Live 2019, where the company first announced the monetization of the Discover feed, a revamped Shopping experience, gallery ads for search and more. Why less is more when presenting and showcasing your expertiseSpeakers have different reasons for presenting at industry events. Many people like public speaking or do it to improve their presentation skills. Others enjoy teaching and giving back to an industry they love. However, more often than not, at least part of the reason someone is presenting is to promote their brand or gather leads. This is where “less is more” comes in. Stay with me here because this is going to sound counterintuitive. Less is more concept #1: Many speaker’s think that they have to go into detail about who they are and what their company does in order to be seen as a thought leader or prove they have authority to speak on the presentation topic. Yet attendees are there to get solutions to their problems through your presentation content, not to find out who your clients are. Keep your introduction to a minimum and jump into your great content. It’s the content that will allow you to shine as a thought leader. Less is more concept #2: Your logo doesn’t need to be on every slide in order for people to remember you or your company. What attendees will remember is what they get out of the presentation and if you had solid, actionable content. Keep your logos to a minimum. Only put them on the first and last slide. Again, if you provide terrific content and help someone solve a problem or improve their work life, they will remember you and often seek you out on social media. Less is more concept #3: Don’t sell your services or product features. Unless the presentation is specifically meant to be a product demonstration in a direct sales situation, any reference to your services or product during the presentation will diminish the quality of the content in your presentation. One sentence about your company and how to contact you at the end of the presentation is enough. Once again, let the quality of your content speak for you. I know this is easy to say and hard to do when you’re hoping for some solid business leads, but speakers who deliver the promised content get satisfied attendees seeking them out and good feedback, while those who sell often get lower scores, negative feedback, and no contacts after the presentation is over. Questions or comments? Feel free to reach out to me at [email protected]. Instagram is giving Reels creators more data and the option to hide likes on postsWhen it came to Instagram’s Reels, it used to be that brands and creators only had access to the same metrics the public could see (likes, views and comments). Earlier this week, the platform announced that it was making more data available: Now, the number of plays, accounts reached, saves and shares will be available within the Professional Dashboard. In addition, Instagram is also making more data available for its Live feature, including accounts reached, peak concurrent views and shares. There’s also more change afoot: Beginning this week, Facebook will begin rolling out the ability to hide Likes on both Facebook and Instagram posts, the company announced Tuesday. Why we care. The new Reels and Live analytics can help brands create more content that resonates with their audience, which is especially important for businesses that rely on social commerce. This will also help Instagram keep brands and content creators on its platform and compete with TikTok, which already offers users these types of analytics. “Likes” counts can entice users to check out a piece of content, so we’ll have to see whether creators and brands actually move away from it en masse. If they do, smaller brands may have a better shot at attracting new customers. Site speed and security are driving interest in WordPress alternativesWhen you really think about it, it’s crazy that such a huge proportion (65%) of websites (including ours) are created and delivered using an open-source platform launched in 2003 for then-novel bloggers. WordPress has been so successful because its community of developers has made it resilient and versatile, with plug-ins numbering nearly 60,000 allowing for significant customization. However, the consequences of being based on old code that anyone can plug into means the platform suffers from security vulnerabilities and code bloat. The resulting slow-loading, insecure pages are exactly what marketers are trying to avoid as they optimize their sites to rank well in search engines. Meanwhile, people are consuming content on a multitude of devices — from mobile phones to refrigerators to voice assistants — and marketers are looking for efficient ways to reuse and deploy the content they’ve created rather than serving every type of device with its own CMS. These trends are leading more and more marketers — those with a dedicated development team on hand, anyway — to explore the possibilities of headless and hybrid content management systems, which give content creators a user-friendly interface and allow developers to use APIs to distribute their work on devices we haven’t even thought up yet. This is part of what we’ve learned while developing our newly-released MarTech Intelligence Report on Enterprise Headless & Hybrid CMSs. Use your Google phone to get Google Maps directions to the Google store where you can Google Pay for your Google products and merch40% of SEOs say they’re going to remove AMP. The Page Experience update is delayed but it’ll still be here before we know it. Aleyda Solis conducted a Twitter poll asking what professionals will do when AMP will no longer be a requirement for the Top Stories carousel. The largest proportion of respondents, 41.2%, said they’re going to remove AMP, 35.3% said they’re going to keep adding AMP pages and 23.4% said they’ll keep their existing AMP content but not add any new AMP pages. Come on, that’s funny. In last Wednesday’s newsletter, I wrote about Amazon’s potential acquisition of MGM Studios. The deal is now official and so are the memes. Google’s real, physical store. Microsoft has stores, Apple has a bunch of stores and now Google is opening its first brick-and-mortar location in New York City this summer. I hope they’ll sell those cute 3D-printed Googlebot figures. The post Why less is more when presenting and showcasing your expertise; Thursday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2SBgBz1 |
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