The global pandemic has accelerated the trend to shopping online by approximately five years. People all over the world either increased the frequency of online shopping or tried it for the first time – and the first timers have now fully embraced the benefits of ecommerce. This playbook from Bidnamic explores how top retailers have leveraged the rise of Google Shopping in search marketing, driving increased online sales and profits. You’ll learn about:
Visit Digital Marketing Depot to download the Google Shopping Playbook from Bidnamic. The post The rise of Google Shopping in search marketing appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3j0Je2i
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Now that COVID vaccines are available to everyone 12 years of age and older, children may be more likely to return to school this fall, which means many retailers are preparing for back-to-school shopping. To highlight a few options that can help retailers optimize for both in-store and online back-to-school shoppers, Google has published a list of local ads solutions. Get your local inventory online. Businesses that don’t yet have a local inventory feed can use Pointy from Google, a hardware device that attaches to a point-of-sale barcode scanner to pull its title, image and description to add it to Surfaces across Google. For eligible retailers in the U.S., Canada, UK and Ireland, Pointy is free until September 30. Local inventory ads. Retailers can bring their brick-and-mortar store online with local inventory ads. Local inventory ads also enable stores to indicate whether products are available for immediate curbside pickup or pickup later. Local promotions, which are available in beta to merchants participating in local inventory ads and promotions in Australia, France, Germany, the UK, Canada and the U.S., can also be used to show store-specific offers. Promote your locations. According to Ipsos data commissioned by Google, 60% of back-to-school shoppers plan to do at least a portion of their shopping at a small business this year. Local campaigns, which measure and optimize specifically for store visits and local actions (calls and clicks to driving directions), can help businesses take advantage of this by enabling them to promote their locations across Google Maps, Search, YouTube, Gmail and the Google Display Network. Optimize for online and in-store. Advertisers can include store visits in Smart Bidding to help them grow sales both in-store and online. Why we care. More than half of North American back-to-school shoppers say they’ll check for in-store inventory online before going into a store and 48% will shop at stores that offer curbside pickup or contactless shipping, according to Ipsos data commissioned by Google. Promoting your in-store inventory, pickup options and locations can help retailers make the most of these consumer preferences and potentially sell more products. If you’re looking for ways to increase your shop’s visibility for free across Google, check out our resource “FAQ: All about Google Shopping and Surfaces across Google.” The post Google’s local ads tips for the back-to-school shopping season appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3zTeqYg The post 20210730 SEL Brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2TIsswe 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, in one of our featured stories below, I covered how Google decides to rank different vertical search elements, such as the image carousel or news box, in the search results. Gary Illyes explained about the process but also said that Google determines when to show images or videos or top stories boxes in the search results based on what it learns from searchers’ actions. So, if a lot of people click on image results from the main search results page, it is a sign that Google may want to show an image carousel box on that page. This click data is not used for individual search results (i.e., to rank page A over page B or to rank image X over image Y). Google is using the click data to see if people are going from the web results, to the image or video results and if they do that a lot, Google may decide to show an image or video carousel box in the search results. Got the difference? Barry Schwartz, How Google ranks features like news, videos, features snippetsGary Illyes from Google explained in a recent podcast how Google Search ranks its vertical search results, i.e., news, images, videos, etc, within the core search results. Why does Google show an image carousel for a specific query in the fourth position and why does Google show videos for another query in the top position? Google uses a number of methods for this but Gary Illyes explained that each index or feature bids, like you would in an auction, for each position. So a video carousel can bid based on the weights Google assigned it, to be in position three or position four and Google’s overall universal search system will figure out where to place it. Google also decides when to show a feature based on click data, which is super fascinating as well. This gets a bit technical, so we recommend you read more. Display & Video 360 gets new frequency and reach metricsGoogle is adding a dedicated data visualization in Display & Video 360 (DV360) to show reach gains for each campaign that spans across channels and has a frequency goal set at the campaign level, the company announced Thursday. In addition, DV360 will also calculate the added reach advertisers get for each Programmatic Guaranteed deal using DV360’s frequency management solution. Why we care. Having access to real-time reach gains can help advertisers gauge their campaign performance and manage their programmatic campaigns across channels. This new data visualization may also enable advertisers to save time that might otherwise be spent experimenting to test the impact of their frequency management strategies across various media types. And, the added reach data for Programmatic Guaranteed deals can help advertisers understand how those deals add to the incremental reach they get for their frequency management efforts. Google no longer allows multiple instances of fact check markup per pageGoogle has updated its technical guidelines for Fact Check structured data, saying that a page must only have one ClaimReview element and that multiple fact checks per page is no longer allowed. The revised guidelines now say “to be eligible for the single fact check rich result, a page must only have one ClaimReview element. If you add multiple ClaimReview elements per page, the page won’t be eligible for the single fact check rich result.” Previously, the guidelines said “a single page can host multiple ClaimReview elements, each for a separate claim.” But that is no longer the case, now you can only have one ClaimReview element per page, not more, to be eligible to show fact check rich results in Google Search. Why we care. If your site does show fact check rich results in search and you are using multiple ClaimReview elements on a single page, you may want to remove all ClaimReview elements but one. Google’s guidelines now only allow one per page and thus your rich results for Fact Check may stop showing if you are marking up more than one per page. Quality threshold, nofollow vs sponsored and Google Ads script betaGoogle quality threshold. Gary Illyes of Google explains that if you are on the edge of Google’s quality threshold, you can see your pages pop in and out of the index and search results. You’ll probably want to improve your quality if you see that. Nofollow vs rel sponsored. When Google announced the new link spam update this week, there was been a lot of confusion around using rel=nofollow vs rel=sponsored. You do not, I repeat, do not, need to switch your nofollows to rel=sponsored according to Google. Localized site signals. If you have an English site and then a localized French language site, Google generally will give the French site its own signals, apart from the English site, said Gary Illyes. We’ve curated our picks from across the web so you can retire your feed reader.
The post Did Google admit it uses click data for search? Not really.; Friday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3rIfM52 Google is adding a dedicated data visualization in Display & Video 360 (DV360) to show reach gains for each campaign that spans across channels and has a frequency goal set at the campaign level, the company announced Thursday. In addition, DV360 will also calculate the added reach advertisers get for each Programmatic Guaranteed deal using DV360’s frequency management solution. Why we careHaving access to real-time reach gains can help advertisers gauge their campaign performance and manage their programmatic campaigns across channels. This new data visualization may also enable advertisers to save time that might otherwise be spent experimenting to test the impact of their frequency management strategies across various media types. And, the added reach data for Programmatic Guaranteed deals can help advertisers understand how those deals add to the incremental reach they get for their frequency management efforts. More on the announcement
The post Display & Video 360 gets new frequency and reach metrics appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fcqFap 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, I need your help. I’m hoping you’ll take three minutes to complete our Event Participation Index survey. The team here at Third Door Media has been hard at work programming our third virtual learning journey of the year, SMX Convert, which will be on August 17. We’re also looking ahead to next year’s line-up of events and we need to know how you feel about in-person and virtual events. We publish the results so that all marketers who are wrestling with these decisions can have some data to work with. Please make your opinions heard by filling out our quick survey. Keep on scrolling for the latest news. And for those who, like me, sometimes struggle with navigating the challenges that arrived with the pandemic and our transition away from it *knock on wood*, I’ve written a special section at the end of this newsletter that highlights the importance of mental health and provides a few tips that can help you take back some control over your life — hang in there, you’re tougher than this. George Nguyen, Instagram is disabling interest and activity-based targeting of underage usersBeginning in a few weeks, advertisers will only be able to target Instagram, Facebook and Messenger users under the age of 18 (or older in certain territories) based on their age, gender and location, Instagram announced Tuesday. As such, previously available targeting options, such as those based on interests or activity on other sites or apps, will become unavailable to advertisers. This policy change will roll out worldwide. Why we care. If you’re managing Instagram, Facebook or Messenger ad campaigns that target minors based on their interests and activities across the web, then you’ll need to find an alternative way to reach them as you’ll be losing access to those targeting options in the coming weeks. 85% of users who did holiday research on Reddit made a purchase based on their researchWe’re approaching the midpoint of summer, but for e-commerce marketers that means it’s time to look ahead to the upcoming holiday shopping season. Often overlooked in traditional campaigns, Reddit can be a tremendous resource for shoppers researching what to buy and 85% of users who did holiday research on the platform made a purchase based on what they found, according to the company’s recently launched holiday guide. October is an opportune time to get in front of users exploring their potential purchases as the platform sees a 2.7x increase in daily shopping and gifting conversations during this month. Advertisers may also be able to take advantage of auction efficiency in October as well, since it’s just before the peak of shopping season. Additionally, 34% of Reddit users shop in-stores for last-minute gifts between December 1 and Christmas day, making it a good time to drive awareness for in-store sales. Twitter’s Shop Module pilot adds a product carousel to profilesTwitter has launched Shop Modules, a dedicated section at the top of profiles where brands can showcase their products, as a pilot, the company announced Wednesday. The Shop Module pilot is currently rolling out with a handful of brands in the U.S., and only people in the U.S. who use Twitter in English on iOS devices are currently able to see the module. Why we care. If this feature receives a wider rollout, Shop Modules may help bridge the gap between audiences discussing a brand and discovering that brand’s products on Twitter. Additionally, the user bases of social media platforms vary by factors like age, gender and education level. This new feature may be especially useful for B2C or D2C brands whose target audiences are particularly active on Twitter. Service areas in local business listings, Olympic athletes in AR and the marketing data dietGoogle local business listings in Search displays service areas. It would appear as though Google is testing a new label for displaying local business service areas. When you click on a region in the “Areas served” section, all the areas the business supports are overlaid. A tip of the hat to Ben Fisher who first brought this to our attention. Are marketers welcomed guests or party crashers? This week’s Marketoon takes us through the various stages of data intrusion at the hands of unsavvy data management. Olympic athletes in 3D & AR in Google Search. Olympics fans can see some of the more well-known athletes in 3D via Google’s augmented reality technology. Check it out by going to Google.com on mobile or in the Google app and scrolling down to the “Athletes in 3D” section. By now, burnout is a given…but it doesn’t have to be“Thank goodness 2020 is behind us, the vaccine is here and I can pick up my life where I left off!” — that was my immediate reaction after my second vaccine dose. To my unfortunate surprise, shadows of that traumatic period continue to peak around the edges of my life. It seems I’m not the only one: four in ten U.S. adults have reported symptoms of anxiety or depressive disorder; that’s four times the rate reported from January to June 2019, according to the Kaiser Family Foundation. “To muster the energy for reentry into non-pandemic life, people need more than a vaccine and a vacation; they need validation of their experience, a broader reckoning with how they lived before March 2020, and tools to dig out from more than a year of trauma,” Lucy McBride wrote for The Atlantic, in which she cites hustle culture, toxic stress and poor access to affordable healthcare as factors that conspired to make Americans among the least healthy populations in wealthy countries — and that’s before we even had a pandemic. Many of us are already resuming parts of our pre-pandemic lifestyles, but that can also introduce new stressors, like returning to the office. To help cope, McBride offered the following advice:
Adopting these pointers has helped me rebound from quite a few bad days — even yesterday, as a matter of fact. “Evidence also shows that people who experience trauma and adverse childhood events, particularly those that are sustained, are at significantly higher risk for developing subsequent medical problems such as obesity, diabetes, and heart disease,” McBride wrote, so taking care of your mental wellbeing may also carry positive benefits for your long term physical health as well. The post Twitter pilots a new product carousel that can appear in profiles; Thursday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3ihb7UR Google has updated its technical guidelines for Fact Check structured data saying that a page must only have one ClaimReview element and that multiple fact checks per page is no longer allowed. The revised guidelines. The revised guidelines now say “to be eligible for the single fact check rich result, a page must only have one ClaimReview element. If you add multiple ClaimReview elements per page, the page won’t be eligible for the single fact check rich result.” Previously the guidelines said “a single page can host multiple ClaimReview elements, each for a separate claim.” But that is no longer the case, now you can only have one ClaimReview element per page, not more, to be eligible to show fact check rich result in Google Search. Before screenshot. Here is a screenshot of the guidelines before this change was made: After screenshot. Here is what the page looks like now: Why we care. If your site does show fact check rich results in search and you are using multiple ClaimReview elements on a single page, you may want to remove all ClaimReview elements but one. Google’s guidelines now only allow one per page and thus your rich results for Fact Check may stop showing if you are showing more than one per page. Make sure to review the guidelines for Fact Check rich results over here. The post Google now limits one ClaimReview element per page appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3BWk0KW In the latest Search Off the Record podcast, Gary Illyes from Google spoke about how Google Universal Search works and more importantly, how Google decides which vertical search feature to rank in what position in the main search results. Gary Illyes explained why sometimes featured snippets show up at the top, or maybe news articles, or images, videos and so forth. In short, each of these vertical indexes bid for its position within the main web results. And how does Google decide to show images versus news versus videos? Gary Illyes said that Google sees what users click on and if for a specific query more users click on more images, Google knows users want to see the images carousel over a news carousel. One caveat, this does not mean Google ranks specific and individual documents, images, web results, etc based on click data. But which universal element Google may show in the web results, can be influenced by clicks. So if Google does not use click data to rank a specific image or a specific video or a specific web page, but it can use click data to say, show the image carousel box here or there on the web results page. Indexes bid for positions in the search resultsIn the podcast, Gary Illyes said that Google assigns a score to every result it finds for rankings. Then it will distribute that score to every index. By index, he means not just the web index but also, images, videos, news, etc. Gary said then Google “will take all the results that came up from all the different indexes and try to mix them together,” to what we know as Universal Search. Each of these elements or indexes “are bidding for their desired positions” in the search results page. So featured snippets bid for its position, images carousels bid for their position, videos and so forth. Some elements can “also say that I don’t want second position, or third position, or fourth position, or so on. I only want the first position,” Gary explained. Google also has “preferred positions for somethings like, for example, the video results,” he explained. Some features, like related results, always tend to show at the bottom. So those features might specify it wants the bottom position. John Mueller of Google then asked Gary Illyes, “So it’s almost like all of these different indexes, or kind of content have their own search engine and basically, they’re saying, like my result is like super relevant, or kind of relevant. And then, there’s like a super search engine on top of all of these search engines that mixes them all together?” In which Gary Illyes responded “technically yes.” Clicks influence the features that get shown in the search resultsThen Gary Illyes explained that Google learns which feature to show for which query based on what searchers click on and want to see. John Mueller asked Gary Illyes “how do you recognize if we should show images or videos? Or that? Is it just like video search thing?” Gary Illyes responded “We learn it. So, like when you search for something, something that normally doesn’t have images or videos, and you tap the images tab on the result page. Then, you are essentially teaching Google that there was this random person who wanted images for this particular query. And if there are enough users doing that, then you are essentially teaching Google that, that query might deserve images, or videos, or whatever.” Just an editorial reminder, that this is not how Google ranks individual results in the search results but how Google determines what features (i.e. image carousel vs news carousel) to show in what position in the search results interface. You can listen to the full podcast over here. The post Google’s universal search results bid for placement and may be influenced by clicks appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3xgj54C The post 20210729 SEL Brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fatloZ Paid search is an efficient and cost-effective way to drive more high-intent customers to your business. If you get it right, you can drive high-value inbound calls. And once you get a potential customer to call, they convert at 10x the rate than they do online, so you might be sitting on a gold mine. But driving inbound calls with PPC is a bit different than clicks, and attribution and optimization can be tricky. In this webinar, the paid search geniuses from Media Experts and conversation intelligence pros at Invoca will show you how to implement and execute these killer paid search tactics that will turn more high-intent searchers into inbound calls that accelerate your customer acquisition. Register today for “Killer Paid Search Tactics That Every Marketer Needs to Know,“ presented by Invoca. The post Killer paid search tactics that every marketer needs to know appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3rIYiWq |
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