🔍 Addressable TV advertising starts taking off

Jul 20, 2020

Good morning Search Marketer, happy Monday.

When I wrote about addressable TV advertising in 2017, I had to wade through a lot of hype to understand what was actually feasible. Scale was a big challenge. Three years later, COVID has accelerated connected TV adoption and, in turn, helped further solve the scale problem, writes Greg Sterling.

Why should search and digital marketers care about CTV? Because there is a lot of common ground in terms of targeting, measurement and campaign learnings even if you're not directly managing your brands' CTV campaigns.

To help you get your week started off right, here are 5 things you might have missed last week:

AR is starting to drive online sales.
You can now activate automated audiences based on predictive purchase and churn metrics in App + Web properties in GA.
GMB will finally email you if your local listings get suspended.
Google Ads image extensions are officially in beta.
Tips for onboarding content marketing writers.

Keep reading for a look at Google's new social commerce experiment and more.

Ginny Marvin,
Editor-In-Chief

Search Shorts

Google's mobile commerce experiment

Google's experimental lab Area 120 is out with a new e-commerce experience for mobile web that incorporates social feed engagement and video product demos common on YouTube. Shoploop features a feed of short (90-seconds max) videos from creators using or talking about products. Every post links out to the relevant product page on a retail site. Users can like, save and share posts and follow creators. The current product categories are makeup, skincare, hair and nail.

Why we care. Social commerce is gaining traction, led by Facebook's Instagram shops, and Shoploop is Google's effort to tap into it beyond YouTube. Who knows where this experiment will go, but it's clearly aimed at the TikTok-loving, Instagram-shopping crowd. The mobile web approach is interesting, but without an app, discovery and repeat engagement could be a challenge. But it's certainly more engaging than Amazon's failed social commerce experiment Spark.

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Search Shorts

Google blame, Google Partner rewards, and an SEO film

Don't blame Google. Gary Illyes from Google said, don't blame GoogleBot if you have really slow database queries and GoogleBot visits your site and then overloads it. Fix your database queries.

Google Partners Rewards update. Google sent out emails to its ad partners about Q3 updates to the Google Partners Rewards. Google said your points from previous quarters have already been credited. It added, "this quarter, you will have more chances to learn new skills, motivate your team – and earn prizes along the way."

SEO film named Runtime. Runtime is a film created by the iPullRank team with the goal of using a narrative to educate people on some somewhat advanced technical SEO tactics. Effectively, the talk introduces over 30 technical tactics that can be leveraged in a variety of ways for scalable optimization. You can watch the film over here.

[This Week] Free online SEO for Developers training

Act like a developer… think like an SEO! Join us live this week (for free!) for three 90-minute masterclass sessions designed with you in mind. Wednesday through Friday (July 22-24), 1:00pm – 2:30pm ET.

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