🔍 Microsoft Advertising's new interface | Yelp's ability to convert

Oct 24, 2019

Good morning search marketers, want that familiar feeling?

Microsoft Advertising is letting advertisers take a look at its new interface, now in open beta. It was bound to happen — the new look lines up with Google Ads' UI overhaul, complete with left side nav and visual Overview pages. The Microsoft Advertising team knows that feature and interface parity with Google Ads make it much easier for time-strapped advertisers to engage with the platform. Advertisers can sign up now to give the new UI a test run.

Yelp remains important for local businesses — for visibility and direct business. 97% of online adults spend money with businesses they find on Yelp, according to a new survey of more than 6,000 consumers. Yelp listings show up in the top five results on Google for more than 90% of local queries, according to an earlier study. Yelp will certainly be a topic of conversation during our full-day of sessions for multi-location businesses at SMX East next month.

Eric Enge, SEO veteran and all-around prolific contributor to our industry, sat down with Barry Schwartz to discuss what it was like to sell his agency, Stone Temple Consulting, to Perficient Digital, what he's up to now and what drives him to conduct studies, speak at and sponsor conferences (like SMX) and share his knowledge and learnings with the community. Watch the interview here.

George Nguyen,
Associate Chief

Pro Tip

Conditional ads are customized ads made easy

"At SMX Advanced Europe, I presented a new approach to customized ads that combines the benefits of feed-based customization with the simplicity of IF functions," explains Martin Röttgerding of Bloofusion Germany. "A conditional ad is a dedicated ad that can only be shown if its condition is met. Using dedicated ads means that we will have one ad per variation. So instead of having one ad and three variations from a data feed, you would simply create three ads. However, each of those ads is only to be shown when a certain condition is met. This might sound familiar – ads with IF functions can be used exactly like that. But it's also possible to do something similar with feed-based ads. This essentially comes down to creating your own IF functions."

More from SMX Europe »

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Search Shorts

Auto-translation spam, dates and fascinate your audience.

Auto-translation. Google's John Mueller said he doesn't think auto-translation would trigger a manual action.

Dates on pages. Google still has a hard time figuring out the date of a piece of content sometimes, according to Danny Sullivan of Google.

Fascinate your audience. Here is another fun quote from Google's John Mueller "Find a topic that fascinates your audience, where you're an expert, and where there's not that much competition, then write the absolute best article on that topic. No need to count words or keywords. Use headings like you would naturally use them."

See The BIG SMX East Preview!

SMX East kicks off November 13-14 in NYC — and it's our biggest agenda ever. Join us for over 100 search marketing presentations from industry experts and market-defining solutions providers, including two new tracks on agency operations and local search marketing for multi-location brands. Click the link below to access your exclusive preview of everything in store!

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