Good morning, search marketers, ready for some spring cleaning?
If you're a Bing Ads advertiser, now's a good time to do an audit of your Bing Ads accounts for any lingering standard text ads and destination URLs — including destination URLs at the keyword and sitelink levels. Bing Ads said Thursday that advertisers will no longer be able to create new destination URLs (I honestly didn't realize it was still possible) as of August and they'll be phased out entirely around year-end.
Bing Ads will also soon support parallel tracking, so be sure you're using tracking templates for your URL parameters.
Younger audiences are more inclined to "skip the click" and simply look at featured snippets and knowledge panel content served on search results pages, a new survey indicates. The "no-click" Google search results that prominently show featured snippets or knowledge panels have long been a concern among SEOs and publishers, who both want the visibility those units offer and resent losing out on making deeper connections with searchers who don't click through to their sites. As search results evolve to include more content, structured data and varying elements, user behavior is likely becoming more varied, which means SEOs will need to continue to adapt their own expectations and strategies.
If you have AMP enabled pages, our editor at large Detlef Johnson has a deep dive into getting brand URLs in Google AMP cache and a look at some of the pros and cons of the "Signed Exchange" approach Google unveiled earlier this month.
There's a lot more to read below, including a Google Ads script for bid modifiers and more.
Ginny Marvin
Editor-In-Chief
