Connect with us

GOOGLE

October Updates to Paid Advertising Platforms

Published

on

In this monthly post, we bring you the latest from all of the major platforms.

Google Ads

What: Google rolls out conversions by time reporting

Details: Reporting can now be viewed based on the date in which the measured action took place.

Impact: Previously, Google Ads prescribed the conversion action to the date of the click. Much like Google Analytics, this update allows an analysis of performance based on the date of completion(form submission, sale, etc).

What: Easier cross-account analysis with Report Editor

Details: Manager Accounts can now analyze and identify cross-account patterns in their data without leaving Google Ads.

Impact: Prior to this update, customers utilizing numerous accounts for billing or budgeting purposes would need to pull multiple reports or use a data aggregator such as Supermetrics to quickly identify cross-account opportunities. The update allows for this type of analysis to take place within the Google Ads user interface. Unfortunately, this is mainly useful for in-house teams. Most agencies will quickly eclipse the 10 account limit, thus making the feature unavailable for their Manager Account.

What: Location targeting available for Google Smart Shopping

Details: Smart Shopping campaigns now have the ability to target certain countries, states, cities, and zip codes. Radius targeting remains available in the Advanced search link, while exclusions are also an option.

Impact: Previously, Smart Shopping campaigns targeted all countries. In scenarios where an advertiser only has a business opportunity in the United States, the algorithm quickly accounted for that with only a small number of impressions showing in irrelevant geographic regions. That said, the update provides peace of mind for geo-restricted advertisers while eliminating the chance of any such inefficiencies.

What: Google is beta testing lead form extension ads

Details: Google is testing the performance of a new ad extension which helps advertisers capture leads via text ad campaigns. The lead form extensions will include a headline, business name, and 200 character description. Information collected is limited to name, email, phone number, and zip code.

Impact: The convenience of this extension could significantly increase lead generation. Analysis of lead quality and any impact on the customer sales journey will remain important.

What: Google is changing the look of their call-only ads

Details: The business name and headline will show directly below the phone number along with a larger phone icon.

Impact: The new look will help call-only ads stand out from other text ads likely reducing accidental clicks.

Microsoft Ads

What: Microsoft Advertising will follow Google’s lead, to sunset accelerated delivery

Details: As announced in September’s paid platform updates, Google removed accelerated delivery as a budgeting option. Bing will now follow-suit starting November 1st, 2019.

Impact: Standard delivery is the preferred option for most accounts, therefore many advertisers will see little to no impact. For those utilizing accelerated budgets, slight bid and budget adjustments may be needed to maintain current spend levels. Chances are, advertisers have already adjusted to this change in Google with those optimizations “trickling down” to Bing prior to the elimination of this setting.

What: Microsoft Advertising announces a redesign for its user interface

Details: Thanks to Google’s user interface overhaul over a year ago, account managers are no stranger to adjusting to a new navigation system. A definite timeline was not included in the announcement, however, beta testers can request early access from this form.

Impact: Microsoft is aiming to modernize the look, feel, and functionality of the product. A global menu bar will make it easier to switch accounts, quickly access tools, and navigate to settings. The main menu on the far left will be designed for quick and easy access to your campaigns. Much like Google, we can expect early growing pains that will soon be forgotten as familiarity sets in.

Quora

What: Quora expands targeting options for advertisers with keyword history targeting, browser targeting, and gender targeting.

Details: Quora continues to develop as a bonafide PPC platform with a trio of new audience targeting options:

  • Keyword history targeting: Reach people who have previously shown an interest in subjects related to your business based on your keyword set. Ads will trigger on question pages and a user’s feed for those that visited a certain group of pages within a given time period.
  • Browser targeting: Target ad sets to specific browsers such as Safari, Firefox, and Chrome.
  • Gender targeting: Target ad sets to a given gender.

Impact: Quora’s growth as a PPC platform is undeniable. Developments such as these make the path to profitability on the platform more direct. For keyword history targeting, advertisers gain repeat access to a lower-funnel, highly qualified audience. For browser targeting, software with a browser-specific design can be properly advertised. And lastly, advertisers with gender-specific products or messages have gained the ability to properly bid and budget according to that segmentation.

LinkedIn

What: Use and-or targeting for objective-based advertising campaigns

Details: The and-or feature helps you further refine your targeting criteria by using either narrow audience further or exclude people.

Impact: Previously any “or” scenario meant an additional campaign and audience set. This feature provides more flexibility when looking to achieve audience scale.

Did we miss any major monthly updates? Not covering a certain platform close enough? Feel free to let me know on Twitter @Will_Larcom

Feature image from Patrick Slaven

PPChero.com

GOOGLE

Google to pay $391.5 million settlement over location tracking, state AGs say

Published

on

Google to pay $391.5 million settlement over location tracking, state AGs say

Google has agreed to pay a $391.5 million settlement to 40 states to resolve accusations that it tracked people’s locations in violation of state laws, including snooping on consumers’ whereabouts even after they told the tech behemoth to bug off.

Louisiana Attorney General Jeff Landry said it is time for Big Tech to recognize state laws that limit data collection efforts.

“I have been ringing the alarm bell on big tech for years, and this is why,” Mr. Landry, a Republican, said in a statement Monday. “Citizens must be able to make informed decisions about what information they release to big tech.”

The attorneys general said the investigation resulted in the largest-ever multistate privacy settlement. Connecticut Attorney General William Tong, a Democrat, said Google’s penalty is a “historic win for consumers.”

“Location data is among the most sensitive and valuable personal information Google collects, and there are so many reasons why a consumer may opt out of tracking,” Mr. Tong said. “Our investigation found that Google continued to collect this personal information even after consumers told them not to. That is an unacceptable invasion of consumer privacy, and a violation of state law.”

Location tracking can help tech companies sell digital ads to marketers looking to connect with consumers within their vicinity. It’s another tool in a data-gathering toolkit that generates more than $200 billion in annual ad revenue for Google, accounting for most of the profits pouring into the coffers of its corporate parent, Alphabet, which has a market value of $1.2 trillion.

The settlement is part of a series of legal challenges to Big Tech in the U.S. and around the world, which include consumer protection and antitrust lawsuits.

Though Google, based in Mountain View, California, said it fixed the problems several years ago, the company’s critics remained skeptical. State attorneys general who also have tussled with Google have questioned whether the tech company will follow through on its commitments.

The states aren’t dialing back their scrutiny of Google’s empire.

Last month, Texas Attorney General Ken Paxton said he was filing a lawsuit over reports that Google unlawfully collected millions of Texans’ biometric data such as “voiceprints and records of face geometry.”

The states began investigating Google’s location tracking after The Associated Press reported in 2018 that Android devices and iPhones were storing location data despite the activation of privacy settings intended to prevent the company from following along.

Arizona Attorney General Mark Brnovich went after the company in May 2020. The state’s lawsuit charged that the company had defrauded its users by misleading them into believing they could keep their whereabouts private by turning off location tracking in the settings of their software.

Arizona settled its case with Google for $85 million last month. By then, attorneys general in several other states and the District of Columbia had pounced with their own lawsuits seeking to hold Google accountable.

Along with the hefty penalty, the state attorneys general said, Google must not hide key information about location tracking, must give users detailed information about the types of location tracking information Google collects, and must show additional information to people when users turn location-related account settings to “off.”

States will receive differing sums from the settlement. Mr. Landry’s office said Louisiana would receive more than $12.7 million, and Mr. Tong’s office said Connecticut would collect more than $6.5 million.

The financial penalty will not cripple Google’s business. The company raked in $69 billion in revenue for the third quarter of 2022, according to reports, yielding about $13.9 billion in profit.

Google downplayed its location-tracking tools Monday and said it changed the products at issue long ago.

“Consistent with improvements we’ve made in recent years, we have settled this investigation which was based on outdated product policies that we changed years ago,” Google spokesman Jose Castaneda said in a statement.

Google product managers Marlo McGriff and David Monsees defended their company’s Search and Maps products’ usage of location information.

“Location information lets us offer you a more helpful experience when you use our products,” the two men wrote on Google’s blog. “From Google Maps’ driving directions that show you how to avoid traffic to Google Search surfacing local restaurants and letting you know how busy they are, location information helps connect experiences across Google to what’s most relevant and useful.”

The blog post touted transparency tools and auto-delete controls that Google has developed in recent years and said the private browsing Incognito mode prevents Google Maps from saving an account’s search history.

Mr. McGriff and Mr. Monsees said Google would make changes to its products as part of the settlement. The changes include simplifying the process for deleting location data, updating the method to set up an account and revamping information hubs.

“We’ll provide a new control that allows users to easily turn off their Location History and Web & App Activity settings and delete their past data in one simple flow,” Mr. McGriff and Mr. Monsees wrote. “We’ll also continue deleting Location History data for users who have not recently contributed new Location History data to their account.”

• This article is based in part on wire service reports.

Source link

Continue Reading

GOOGLE

5 Tips to Boost Your Holiday Search Strategy

Published

on

Student writing on computer

With the global economic downturn, inflation, ongoing supply chain challenges, and uncertainty due to the Ukraine war, this year’s holiday shopping season promises to be very challenging. Will people be in the mood to spend despite the gloom? Or will they rein in their enthusiasm and save for the year ahead?

With these issues in mind, here are five considerations to support your search engine optimization strategy this holiday shopping season:

1. Start early.

Rising prices are likely to mean shoppers will start researching their holiday spending earlier than ever to nab the best bargains. Therefore, retailers must roll out their holiday product and category pages — and launch any promotions — sooner to ensure their pages get crawled and indexed by search engines in good time.

Some e-commerce stores manage to get their pages ranking early by updating and reusing the same section of the website for holiday content and promotions, rotating between content for Christmas, Mother’s Day, Valentine gifts, Fourth of July sales, etc. This approach can help you retain the momentum, links and authority you build up with Google and get your holiday pages visible and ranking quickly.

2. Make research an even bigger priority.

With all the uncertainty this year, it’s vital to use SEO research to identify the trending seasonal keywords and search phrases in your retail vertical — and then optimize content accordingly.

With tools such as Google Trends you can extract helpful insights based on the types of searches people are making. For example, with many fashion retailers now charging for product returns, will prioritizing keywords such as “free returns” get more search traction? And with money being tighter, will consumers stick with brands they trust rather than anything new — meaning brand searches might be higher?

3. Make greater use of Google Shopping.

To get the most out of their holiday spending, consumers are more likely to turn to online marketplaces such as Google Shopping as they make it easier to compare products, features and prices, as well as to identify the best deals both online and in nearby stores.

Therefore, take a combined approach which includes listing in Google Shopping and at the same time optimizing product detail pages on your e-commerce site to ensure they’re unique and provide more value than competitors’ pages. Be precise with product names on Google Shopping (e.g., do the names contain the words people are searching for?); ensure you provide all the must-have information Google requires; and set a price that’s not too far from the competition. 

4. Give other search sources the attention they deserve.

Earlier this year Google itself acknowledged that consumers — especially younger consumers — are starting to use TikTok, Instagram and other social media sites for search. In fact, research suggests 11 percent of product searches now start on TikTok and 15 percent on Instagram. Younger consumers in particular are more engaged by visual content, which may explain why they’re embracing visually focused social sites for search. So, as part of your search strategy, create and share content on popular social media sites that your target customers visit.

Similarly, with people starting their shopping searches on marketplaces such as Amazon.com, optimizing any listings you have on the site should be part of your strategy. And thankfully, the better optimized your product detail pages are for Amazon (with unique, useful content), the better they will rank on Google as well!

5. Hold paid budget for late opportunities.

The greater uncertainty and volatility this holiday season mean you must keep a close eye on shopper behavior and be ready to embrace opportunities that emerge later on. Getting high organic rankings for late promotions is always more challenging, so hold some paid search budget back to help drive traffic to those pages — via Google Ads, for example. Important keywords to include in late season search ad campaigns include “delivery before Christmas” and “same-day-delivery.” For locally targeted search ads, consider “pick up any time before Christmas.”

The prospect of a tough, unpredictable holiday shopping season means search teams must roll out seasonal SEO plans early, closely track shoppers’ behavior, and be ready to adapt as things change.

Marcus Pentzek is chief SEO consultant at Searchmetrics, the global provider of search data, software and consulting solutions.

Source link

Continue Reading

GOOGLE

Google Home App Gets an Overhaul, Rolling Out Soon

Published

on

Google Home app

Google refreshes its Home app with a slew of new features after launching a new Nest gear. This makes it faster and easier to pair smart devices with Matter, adds customization and personalization options, an enhanced Nest camera experience, and better intercommunication between devices.

This revamped Home app utilizes Google’s Matter smart home standard – launching later this year – especially the Fast Pair functionality. On an Android phone, it will instantly recognize a Matter device and allow you to easily set it up, bypassing the current procedure that is often slow and difficult. Google is also updating its Nest speakers, displays, and routers – to control Matter devices better.

Google Home App New Features

  • Spaces: This feature allows you to control multiple devices in different rooms. Google has listed a few things by room: kitchen, bedroom, living room, etc., although it’s pretty limited right now. Spaces let you organize devices how you see fit. For instance, you can set up a baby monitor in one room and set a different room’s camera to focus on an area the baby often plays. With Spaces, you can categorize these two devices into one Space category called ‘Baby.’

Google Home app Spaces

  • Favorites: This one is pretty self-explanatory. It allows you to make certain gears as a favorite that you frequently use. Doing so will bring those devices into the limelight within the Google Home app for easier access. 

Google Home app

  • Media: Google adds a new media widget at the bottom of your Home feed. This will automatically determine what media is playing in your home and provide you with the appropriate controls as and when needed. There will be song controls if you listen to music on your speakers. There will be television remote controls if you’re watching TV. 

Google probably won’t roll out this Home app makeover anytime soon. But you can try it for yourself in the coming week by enrolling in the public preview, available in select areas.

Source link

Continue Reading

Trending

en_USEnglish