Googles latest Maps and GMB features up the ante for competing platforms; Wednesdays daily brief3/31/2021 Good morning, Marketers, I’m hosting #SEOchat on Twitter tomorrow at 1pm ET and would be delighted if you drop by to say hi! The topic of the discussion will be the zero-click stat (zero-click searches reportedly rose to almost 65% last year) that SimilarWeb and Rand Fishkin put out early last week. I’ll be stirring the pot a little, but my goal is also to see how much weight we, as search professionals, give to these kinds of studies. And, it’s April Fools tomorrow as well, so I’ll be asking you to share your best April Fools finds! Today’s newsletter has plenty more for you to dig into, so keep on reading. George Nguyen, Pickup and delivery attributes, indoor Live View and more AI-powered features are coming to Google Maps and GMBYesterday morning, Google announced a deluge of AI-powered features for Maps and GMB that may help it maintain an advantage over competitors as an all-in-one local search destination. And, with the way consumer preferences are going, that could make Google the de facto intermediary between our online and offline activities. Here’s what it announced:
There were also several new features that focus on eco-friendliness, such as low emission zone notifications, weather and air quality layers and eco-friendly driving routes. Neeva, the ad-free, private search engine founded by Google’s former SVP of ads, is in beta testingWhen was the last time you saw a search results page without ads, especially for queries that may have a commercial intent? A few days ago, Neeva sent me a three-question survey (what country do I live in, what’s my primary browser, and how would I like to on-board with Neeva), in exchange, it offered me “at least 3 months” of Neeva for free. We know Neeva’s going to charge a subscription fee, but the company hasn’t announced any pricing yet. Here are my very early impressions: First, it asks you to install Neeva’s browser extension. After you do, Neeva becomes your default search engine (although it doesn’t explicitly tell you that when you’re installing it). I’ve found that I can also use it without the browser extension by heading to this page, so long as I’m signed in. It’s weird seeing a results page entirely void of ads, and not just for super long-tail queries. As far as the experience and actual results go, it feels a lot more like DuckDuckGo than Google or Bing. There are a ton of images and recommendations for commerce-related searches (my search for “best vacuums for dog hair” only had two standard listings — the final two on the page) which suggests to me that Neeva is attempting to distinguish itself through more robust e-commerce support. It’s way too early to tell if there’s something promising here, but as far as new search engines go, I’ve definitely had worse experiences — however, I didn’t have to pay a subscription fee for those. This all has me returning to the question: What would it take for new search engines to succeed? Community pages may be coming to TwitterRenowned feature-hunter Jane Manchun Wong has shared that Twitter is working on a community page. Inferring from the screenshot above, the community pages are created by individuals, unlike hashtags that anyone can use. At this point, we don’t know much else, but I can’t help but think that this feature may help Twitter compete with Clubhouse. Why we care. Imagine SEO/PPC Twitter, but in a community page where we can easily access the collective wisdom of our peers. This might make it easier to access breaking news, such as when a tool or platform is down, and it could enable the Googles and Facebooks of the world to source feedback from one central location. It might also get out of hand, as passionate individuals and social media often do, but at least it’d be confined to a community page instead of splattered all over your feed. We’ll keep you posted when more details become available. Can Google become a serious Amazon competitor?Will the increasing number of shopping listings and merchants that appear in Google’s search results ever change online shopping habits? That’s the question at the heart of the New York Times recent article focusing on Google’s efforts to make headway against Amazon over the years. The author, Daisuke Wakabayashi, listed Google’s failed attempts as follows: “It tried to challenge Amazon directly by piloting its own same-day delivery service, but it shuttered the project as costs ballooned. It tried to forge partnerships with traditional retail giants, only to see the alliances wilt from a lack of sales. It built its own marketplace to make it easier for shoppers to buy the things they find on Google, but was not able to break consumers from their Amazon habit.” From free shopping listings to using augmented reality to differentiate its capabilities, we’ve covered all of Google’s efforts and I must admit, very little seems to stick. However, Google offers merchants a number of advantages over Amazon, namely site traffic. Amazon’s fees are unpopular with sellers, who probably also aren’t fans of the limited branding opportunities due to their products living on Amazon’s site. But, that doesn’t seem to matter to customers who are at least partially responsible for Amazon’s non-stop year-over-year revenue growth (remember, Amazon is a lot more than just B2C goods). It seems to me that a business taking on Amazon in e-commerce is as tall an order as a business looking to challenge Google in search. The difference is, Amazon doesn’t seem to care about traditional search, so is Google just spinning its wheels, or will it eventually break through? Let me know what you think, email me at [email protected], with the subject line: Shopping spree! The post Google’s latest Maps and GMB features up the ante for competing platforms; Wednesday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3cHVAut
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The new ad type allows dealership advertisers to expand their reach and see the same increase in conversions they might have from Image Extensions — with the ease of use that feeds provide. What are they? “Automotive Ads are feed-based product ads where automotive marketers can upload all the attributes of their car inventory (make, model, year, trim, image, URLs, etc.) and showcase them on the Microsoft Bing.com SERP right rail, the Bing image results page, and native placements on the Microsoft Audience Network,” said the announcement. What they look like. Microsoft’s Automotive Ads are triggered in both search and Bing image search for purchase intent searches and vehicle research. For the pilot program, the ads will show in the right rail of searches on Bing or above the images in vehicle-research-related images searches. “The offerings from your feed are matched to queries automatically, and they serve alongside existing text ads with a separate auction, so there’s no bidding up on yourself,” said the blog. How to participate. Advertisers looking to participate in the pilot program must be in the US or the UK. You can apply through your Microsoft Advertising rep or apply through this form. Participants must have a feed that includes the following vehicle attributes:
There are also image requirements to be a part of the open beta. Any pictures provided must be high quality and relevant to the listed vehicle, ad and landing page. The images must show a zoomed-in exterior view (it’s recommended to ensure the first images are exterior views if you have multiple image URLs). Images cannot include watermarks or promotional text. Why we care. With the pandemic putting a damper on public transit, the automotive industry continued to fare well while other verticals may have seen larger sales dips. Factories closing caused a shortage of new vehicles meaning existing inventory was lower for dealers and used vehicles were in much higher demand. Previously, automotive search marketers were not able to use feeds in Microsoft Advertising as they did on Cars.com, Craigslist, or even Facebook Marketplace. Many auto-focused advertising agencies created large workarounds to be able to use their existing feeds to show ads in Bing search and to Microsoft’s audience network. This beta opens up the use of automotive feeds for auto advertisers using Microsoft Advertising. Automotive advertisers will also be able to use the API from day 1 of this pilot. The post Microsoft Advertising announces Automotive Ads open beta in the US and UK appeared first on Search Engine Land. via Search Engine Land https://ift.tt/39uJ5QV Learn how to advance your operational maturity to get more out of your organic marketing investment and receive best practices from top-performing marketing teams to improve online acquisition, conversions, and your market position. Join Conductor’s co-founder Stephan Bajaio for a live webinar and make real changes that will impact your 2021 results. Register for “Accelerate Your SEO & Content Marketing Program with 4 Key Milestones,” presented by Conductor. The post Accelerate your SEO and content marketing program with 4 key milestones appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2O8qqmr Compelling content is your key to driving search marketing success. Join us in two weeks at SMX Create — online Tuesday, April 13 — to learn actionable tactics for crafting content and copy that generate more traffic, clicks, and conversions. Together with hundreds of fellow search marketers, you’ll access a tactic-rich agenda that explores critical content issues — including the impact of AI and ML, creating a seamless journey from ad to landing page, and maintaining a competitive advantage. After a few focused hours, you’ll be ready to write high-ranking content, optimize copy for organic visibility, create visually stunning display ads, and more. Here’s a rundown of everything your $149 All Access pass unlocks:
Attending SMX has never been this easy or this affordable. Register now to get your All Access pass for just $149 — or bundle with a two-day workshop for $289 — and join us online April 13! Psst… Work conflict? Time zones don’t line up? Register anyway — all sessions are immediately available for viewing on-demand, so you can train when it fits your schedule. The post Actionable SEO & PPC content training at SMX Create — just $149 appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3wfPBV6 Google updated its FAQs around the core web vitals and page experience update. This page is accessible in the Google support forums and was initially posted in December 2020 but was updated today with a lot more details. What is new. Well, there is a lot new here compared to the original version. You can compare the old to the new by scanning both documents. Malte Ubl, Technically a Software Engineer at Google, said on Twitter “we published an FAQ on Google’s page experience ranking answering questions like: Where does the Core Web Vitals data come from? How is a score calculated for a URL that was recently published & hasn’t yet generated 28 days of data? …and many more.” Google said “ In December last year, we published a set of Core Web Vitals & Page Experience FAQs based on the questions you wanted us to answer. We received a lot of positive feedback, and many wrote to us saying they found the answers helpful. We are back with more answers to the questions we received meanwhile. We’ve organized the questions in this post into three sections: Metrics & Tooling, Page Experience & Search, and AMP. We hope you find these useful.” What stands out. The one big item that stands out to me is the one on how Google will still rank the most relevant content despite how poorly it might do with its core web vitals scores. Google wrote “Our systems will continue to prioritize pages with the best information overall, even if some aspects of page experience are subpar. A good page experience doesn’t override having great, relevant content. “ The FAQs: Here is a copy of the FAQs as they are today: METRICS & TOOLING Why we care. With the Google Page Experience Update coming in May, we are all getting ready to ensure our sites fair green with this update. We are not sure how big of a ranking factor this will be, but even if this is a small ranking factor, making these user experience changes to your site can help make for happier users and potentially increase site conversion rates and performance. The post Google expands its core web vitals and page experience update FAQs appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3u5Wwyh It’s time to review some common grammar mistakes that damage our credibility. Not normally a fun task, but absolutely necessary.... The post Do You Make These 11 Common Grammar Mistakes When You Write? appeared first on Copyblogger. via Copyblogger https://ift.tt/38IScu5 This month, global information company TransUnion entered a partnership with a data and insights platform, Blockgraph, which is owned and operated by Comcast NBCUniversal, Charter Communications, Inc. and ViacomCBS, Inc. The TV publishers (aka broadcasters) gain the use of privacy-focused identity, data modeling and audience creation through TransUnion’s Tru Optik, an OTT and streaming data ecosystem that TransUnion acquired last year. The collaboration meets a growing demand for more video advertising and cross-screen opportunities for marketers, especially within streaming services. But the many moving parts require robust data solutions around identity to deliver the precision that marketers, as well as consumers, expect. Data-savvy adtech collaborations that meet rising demand in streamingBecause Blockgraph is an open-platform identity infrastructure that is privacy-focused, it provides aggregated and anonymized insights, as well as measurement and addressability. An advertiser who enters into this ecosystem will now have an expanded reach among various linear and streaming properties, while maintaining the privacy for consumers that is expected. “The core technology software platform [in Blockgraph] enables secure data collaboration,” said Matt Spiegel, EVP marketing solutions and media vertical, TransUnion. “This clean room platform is a safe haven for data, and represents the notion of ‘marketer A’ collaborating with ‘media property B,’ but no one wants to touch the data. Neither marketer nor media needs to put data in their hands. This allows matching in the media and provides the tools to make that possible.” Collaborations like this one leverage the data from each of these parties, but also include the technological capability of using it in such a way that privacy is maintained for consumers. Streaming audiences can be served relevant ads without personally identifiable information going into the hands of advertisers. “Marketers have learned the value of precision targeting and messaging and are increasingly turning to tech and media partners that enable that precision,” Spiegel said. “As a result, we are seeing media companies of all types increase their investments in the data and identity intelligence necessary to fulfill these expectations.” Not only does this data-enabled precision improve the experience for advertisers and consumers within linear and streaming channels, but it also gives this ecosystem a leg up in the cookie-less future, because it developed its targetability without the cookie. “The premium video ecosystem is increasingly well positioned to meet evolving marketer demands,” Spiegel explained. “The good news for this part of the industry is that cookies were never relevant. The challenge is that many are still building the capabilities required to operate in a people- and household-driven world. However, the amount of investment happening, both from companies like Blockgraph, as well as directly from the distributors and content creators, is significant, and many companies are ready to meet the demand today.” Larger audiences watch video on devices and desktops and are served ads through aggregatorsMarketers at all stages of the supply chain are aware of the prize that awaits if they can deliver more personalized messages at the scale of streaming audiences. As traditional linear TV retains a good chunk of its audience and ad revenue, there have been some changes, especially over the last year, that signal a more substantial and complicated transition underway. Streaming video is continuing to grow its audiences, and tech companies are developing new ways to reach them. Expanded services and award-winning content provide all kinds of options that attract viewers. The resulting fragmentation, however, creates challenges that call for increasingly innovative tech solutions to serve relevant, actionable ads to consumers. TV and video creative asset management company Extreme Reach provides a wide ranging view of the industry’s shifts with its quarterly and annual Benchmarks reports. Recently, we noted from the Q4 2020 report how more impressions now occur on video ads that have been placed through media aggregators, as opposed to directly through premium publishers. This was the first time media aggregators had surpassed premium publishers, indicating a significant shift in the video landscape. The growing range of viewing options consumers are using is evident in Extreme Reach’s quarterly reports over the last year. One might have expected CTV assets to remain at their pre-pandemic levels or grow over the last year, and for mobile device impressions to drop, as more people worked from home and commuted less. Instead, CTV decreased, and mobile impressions gained steam. CTV dropped from 47% of impressions in 2019, down to 37% at the beginning of 2020. By the end of the year CTV held steady at 35%. During pandemic shutdowns in Q2 and Q3 of 2020, mobile app impressions were at 26%, and mobile web impressions were at 12-13%. Desktop grew from 16% in 2019, up to 20-23% throughout 2020. The growth of streaming services can be attributed, in part, to the number of mobile impressions, as these services and apps provide premium content on mobile devices, including tablets. The availability of this content through streaming across TVs and devices lifts all ships, it would seem. “With entertainment companies solidly including streaming services in their distribution strategies for original content and content unveilings, we expect to see continued escalation in streaming adoption,” said Melinda McLaughlin, CMO of Extreme Reach. This hybrid world with so many streaming options will also continue to turn out both ad-supported and ad-free subscription content. “Ad-supported and ad-free streaming both have value for consumers in the streaming landscape,” McLaughlin explained. “Where this lands will really depend on how much consumers are willing to spend on platforms and entertainment, as well as the amount of time they anticipate spending with each service and what type of experience they seek.” McLaughlin applauds the amount of options for media consumers. She added, “We all have more content and more ways to watch it than ever before. We may be struggling with weeding through all the ways to find it, and there definitely needs to be innovation in search and discover interfaces, but I wouldn’t say that consumers are fed up with the explosion of content.” Streaming video paving the way for data collaborationsThese kinds of collaborations see no signs of letting up. Marketing specialist firm Winterberry Group flagged both data collaborations in linear and connected TV as areas of growth in their 2021 outlook. “Data collaboration is going to be as important in the CTV/linear ad markets, since we expect more private gardens to exist by cable providers, broadcast/streaming networks and device manufacturers,” said senior managing partner Bruce Biegel. “Brands and their agencies want to collaborate to enable insights, activation with reach and frequency capping and, as importantly, measurement.” For those who expect subscription streaming services to keep down ad revenue from supposedly less-popular ad-supported programming, Biegel’s findings say otherwise. “At the same time we are seeing subscription streaming growth, we are also seeing an increase in ad-supported streaming — which we expect to accelerate as households and individuals cap the number of channels that they subscribe to,” Biegel explained. He added, “This will open new ad opportunities and also allow for increased targeting options across linear and digital/CTV. We do expect that spending becomes more fluid across the channels as advertisers seek audiences across their TVs and digital devices.” More channels and devices simply indicate that more data and collaborations are required to reach the relevant, targeted audience in a privacy-safe way. As the streaming audience grows, the gains to be made by marketers and publishers who reach them effectively will also increase. So far, data collaborations appear to be rising to the challenge. The post Streaming is surging, and so are data collaborations appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fsMCmf The next best thing to in-person marketing events and data storytelling; Tuesdays daily brief3/30/2021 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 let’s talk digital events, So many marketers — even we introverts — are ready for the return of in-person events. Traveling to new and favorite places was the best part for me as well as that “a-ha moment” feeling when I learned something I knew I’d take back to work and implement immediately. We’re so close to being back in-person that I can almost hear the chatter of a full expo hall again, but until then, there are still plenty of a-ha moments to be had in virtual conferences too. As we’re counting down the final weeks to SMX Create, I’ve gotten a sneak peek at what’s coming, and I can’t wait to share these insights, actionable strategies, and mind-blowing presentations with you. While I’m VERY ready to see you all face-to-face again, I hope to see you virtually on April 13 to deep-dive into content strategy, ad copywriting, landing page optimization, A/B testing, and writing for intent. “See” you there, Carolyn Lyden, How to tell stories using data“Some have said data is the new oil,” said Nancy Duarte, CEO of Duarte Inc., the largest communications firm in Silicon Valley. “The findings [from the data], though, will stay buried without the help of a communicator.” Her keynote launched the second day of MarTech and gave all those who listened a sense of what the data world is missing – effective communication. To make an impact on an audience, your data story has to mean something. For Duarte, meaningful communication is achieved by these five strategies:
Cash rules everything around me (C.R.E.A.M. get the money)Even an international pandemic couldn’t stop unprecedented growth for digital marketing in 2020. Online sales and advertising increased by 18.9% from February 2020 to 32.8% in May. This is great news for businesses. But do digital marketing professionals have a working environment where they can prosper? Or is there unreported wage inequality and workplace dissatisfaction? These are the questions PPC Protect hoped to answer when they asked over 1,000 marketers across the world about how much they make and if they thought they were underpaid. Key highlights from the report include the following:
Social media ad spend through the pandemic, Reddit goes to Canada, and search marketing Twitter chatsFacebook ads reach grew by 30% worldwide during the pandemic. Data published by SocialBakers in the report “State of Social Media Marketing a Year After COVID” found that businesses had to reinvent their customer journeys, find new opportunities, and adopt new marketing tools to succeed in a changing environment. Social media played a key role in this wave of digital transformation and as a result, social media ad spend skyrocketed to record highs. Reddit goes to Canada, eh? Home to Reddit’s third-largest user base after the U.S. and U.K. — and growing by 40% year-over-year — Canada is the natural next place for Reddit to establish a new, on-the-ground presence. “Our team (of very nice, polite people) based in Toronto is already partnering with local entities, establishing programs for community engagement, servicing local Canadian brands and marketers,” said the announcement. Brands like Tim Hortons, Lenovo, General Mills, CDW and Call of Duty: Mobile are among those already working with Reddit’s team to engage Canadian Reddit audiences. Chats, chats, chats, chats, chats, chats, EVERYBODY. If you’re on Twitter this week and want to join the search marketing communities, mark your calendar for #PPCChat at 12pm ET today for a conversation all about Google Shopping in 2021. If you’re on the SEO side, save time at 1pm ET on Thursday for #SEOChat with our very own George Nguyen to talk zero-click searches. GPT-3 now “writes” 4.5 billion words a dayCan we call it “writing” if a machine is doing it? GPT-3 is a type of machine learning model that uses AI to create text passages that can pass as human-generated. It stands for Generative Pre-trained Transformer 3, and was created by OpenAI. Essentially, it’s content written by robots. As search marketers are always focused on the searcher, it may seem like machine-generated copy goes against what we’re trying to achieve. However, you may be reading more AI-created content out on the web than you know. OpenAI recently announced that GPT-3 is now being used in over 300 apps and produces 4.5 billion words a day. So how are companies using this NLP technology? “One startup named Viable is using GPT-3 to analyze customer feedback, identifying “themes, emotions, and sentiment from surveys, help desk tickets, live chat logs, reviews, and more”; Fable Studio is using the program to create dialogue for VR experiences; and Algolia is using it to improve its web search products which it, in turn, sells on to other customers,” wrote James Vincent for The Verge. Search Engine Land Editor George Nguyen and I will be talking more about GPT-3 and automation in search marketing for our keynote at SMX Create in April, but we want to know if you’re already using it for ad copy, blog content, or writing code. Let us know: [email protected]. The post The next best thing to in-person marketing events and data storytelling; Tuesday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3uc0uFT Google released new smart features and ways to buy ads on its different channels. As always with the novelty, there will be a learning curve. At SEISO, the reference PPC insight platform, we analyzed the impact of these updates on more than 13,000 accounts. Here is how you can make them work for you. 1. Get listed for free on Google ShoppingMake no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free trafic. Why is there a free option? After the introduction of the shopping channel, Google ousted most of the other price comparison websites from its SERP (Shopping.com, Shopzilla, BizRate). The move was so aggressive that in 2017, the European Commission fined Google €2.42 billion (~$3 billion) for breaching EU antitrust rules by “giving an illegal advantage to another Google product, its comparison shopping service.” Although it is still going through appeal, Google has made changes to ensure other options are present on its services and SERP than its own. How to make it work for you : First, you need to start by optimizing your Shopping Ads and understand what products click and convert the most. For example, you can use SEISO Google Shopping Analyzer (Free to try) to get shopping reports. From there you can adapt your product feed and product pages to ensure you focus on products that are margin positive. SEISO Report for non-performing products in your shopping feed Once you have trimmed the feed and pages, you can go to your Google Merchant Center account in the Growth Menu. And set “Surfaces across Google” to “ACTIVE”. This feature was initially available only in the USA and India but is being rolled out worldwide. 2. Get impressions on Display and Youtube ads… but only pay for sales!Video and display formats are not the type of ad you think of when it comes to online acquisition. They are more popular for brand awareness and influence targets. But now Google wants to convince you otherwise. Why? Google has so much data on users’ profiles and their intents that they can predict what they will buy. Google knows the users very well: from the search queries, from the media they consume (Videos, AMP pages…), and its past purchases thanks to receipts received in Gmail. Thanks to this treasure trove of data points, the algorithm identifies which new video game console the user wants. And it only shows him the relevant ads when he is ready to buy. The ad will be more likely to convert and Google will get a higher revenue per page by only showing converting ads to users: win/win. You can now run performance-based targeting for Youtube Ads and on the Display network. It usually means a lower reach than a CPM or a Trueview campaign but you will get incremental conversions while controlling your budget. But remember, this is a black box. The algorithm will decide to display your ad or not based on how much money it will generate for Google. If your products find an audience this is a virtuous cycle and you will get a lot of volume. If not, your campaign might not pick up at all. How to make it work for you:
You can use the audience analysis section of Seiso to identify which audience is the most relevant for you. And you can try it for free. 3. Customer acquisition is good but NEW customer acquisition is better!All conversions are not born equal. When it comes to acquisition channels, a purchase on your site from a new customer has more value than one from a returning one. Of course, loyalty is key and you need to take care of existing customers. But Search engine marketing is neither the main nor the most money-efficient channel to do so. The symbiosis between acquisition and loyalty is the best way to maximize your customer’s lifetime value. Once you know how much money you can expect from a user in the long term, you are able to adapt the amount you are willing to pay for a new customer vs. an old one. In Google Shopping, you can now take the lifetime value into account. Use the “New Customer Acquisition” option in the settings of your Smart Shopping campaign. There, indicate the incremental price you are willing to pay per conversion for this type of customer versus a returning one. For example, if your CPA for a conversion is $42 and you set the new customer value to $38. It will let the campaign pay up to $80 for new customers and $42 for existing ones. How to make it work for you : Make sure you are tracking your new customers, there are two ways to do so and you should use both:
4. Get offline! How to keep tracks of offline conversionsIn these days and times, it is easy to forget that most of the business still happens offline and that zoom calls and online shopping are not all there is to life. Yet offline conversions tracking are not always taken into account. According to Google, 30% of mobile queries are local searches and it is the fastest-growing segment. And 75% of users making a local search will go to a store within 24 hours. This is a lot of conversion lost to online tracking. The new version of the Google Ads’ local campaigns is here just for that. Local campaigns use GPS and Wifi to identify the location of the user. Google will display ads related to business advertising presence around the user’s current location. How to make it work for you : To succeed, you will need to set up an omnichannel tracking that integrates offline elements. From there you will be able to measure different types of conversion. You should create a set of conversion actions for each campaign:
Once your conversions start to show in the interface you will be able to optimize against each of these goals. Moving further you will be able to optimize the new full potential of each campaign against each target! To do so you try SEISO campaign optimization tool for free. SEISO – PPC Campaign Optimisation Tool 5. Be creative! Push gallery ads over all networksGallery Ads and Showcase Shopping Ads on Search are good to be tested! 85% of respondents put more importance on visual information than text information. Visual information is preferred over text by at least 50% of respondents in all categories except for electronics, household goods and wine and spirits (Intent Lab research, Feb 2019) With Gallery Ads Google offers a new ad format integrated into the Search Network. As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad. Google will continue to serve the same user with your creatives on new placements such as:
And of course, they are shown in the main result pages as Showcase Shopping Ads. Google is always bringing in new features to test, The key to having a State of the Art Google Ads account is to test early. Once the features reach mass adoption you are already fully optimized and have secured the best positions. There is much more to discover in the SEISO analysis report, including expert tips and best practices, account activity analysis, and more than 75 criteria sifted. Are your Google Ads Campaigns optimized? Try SEISO for free TODAY, click on this link: www.seiso.io/en The post The 5 latest Google Ads features and how to make the most of them appeared first on Search Engine Land. via Search Engine Land https://ift.tt/39rGuH4 Google is releasing a number of AI-powered updates to Maps and Google My Business (GMB), the company announced Tuesday. The new features include pickup and delivery attributes, a curbside pickup pilot program, indoor Live View, an updated directions interface and several eco-friendly tweaks to Maps. Pickup and delivery attributes. The ability to display order and pickup options, such as delivery providers, fees, order minimums and pickup and delivery windows, is coming to GMB profiles, starting on mobile search with Instacart and Albertsons Cos. stores in the U.S. The company also has plans to extend this feature to Google Maps later this year. The information a business will be able to add to their GMB profile depends on whether they’re adding it themselves or if they’re working with a Google partner. Certain data, like product availability, will only be available through Google’s partners. Pickup with Google Maps. The company also announced a pilot program in partnership with select Fred Meyer supermarkets in the Portland, Oregon area beginning this summer. The program will enable customers to input order details into Google Maps to facilitate the pickup process. Google will then notify the customer when it’s time to leave to pick up their order and share the arrival time, which is automatically updated based on location and traffic information, with the store. Customers can also add their exact parking spot to complete pickup. Although this pilot is limited to Fred Meyers stores in the Portland area, it will also only be available to businesses with an existing curbside pickup program, Google said. Indoor Live View. Live View, Google’s augmented reality walking navigation feature, will be available within airports, transit stations and malls. Live View is powered by global localization, a technology that uses AI to scan billions of Street View images to understand a user’s orientation, which has been a weak point for standard navigation apps. Google is also making use of new advancements that enable it to understand altitude and the location of objects within a building. This feature is live on Android and iOS in select malls in Chicago, Long Island, Los Angeles, Newark, San Francisco, San Jose and Seattle. Next, it will roll out to more airports, malls and transit stations in Tokyo and Zurich over the coming months, with more cities to be added later. Updated directions interface. Google has refreshed its Maps directions experience to show users a more comprehensive view of how long it’ll take to get to their destination via car, public transit, a rideshare app, and on bike or on foot, without the need to toggle between tabs. Google’s machine learning models will prioritize the user’s preferred mode of travel as well as modes of travel that are popular in their city. “For example, if you bike a lot, we’ll automatically show you more biking routes,” the announcement reads, “And if you live in a city like New York, London, Tokyo, or Buenos Aires where taking the subway is popular, we’ll rank that mode higher so you get the information you need faster.” This feature will roll out globally on Android and iOS in the coming months. An emphasis on eco-friendliness. The updated directions experience (mentioned above) is just one of several eco-friendly features the company announced:
Why we care. Pickup and delivery attributes within GMB profiles may help you improve your customer experience since users will be provided with the information they need to make a decision before they add everything to their carts. If the Pickup with Google Maps program rolls out more widely, it may streamline curbside pickup, which can help you sell to customers on their terms, as conveniently as possible. The indoor Live View feature will be rolling out to malls and may help customers navigate to your store, enabling them to get in and out more quickly. “Google is cramming a lot of capabilities and, increasingly, commerce, into Maps,” said Greg Sterling, VP of market insights at Uberall and former contributing editor at Search Engine Land. “By pushing innovative features, Google continues to expand the definition of digital mapping and ensure it remains dominant in this critical mobile segment.” Although many of these new features don’t directly compete with features offered by competitors like Yelp, they may make Google Maps more compelling as an all-in-one option, which, as Sterling points out, may help Google maintain its position as the intermediary between our activities on and offline. The post Pickup and delivery attributes, indoor Live View and more AI-powered features are coming to Google Maps and GMB appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3m4r0Op |
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