Good morning Search Marketer, search ads in the UK, Turkey and Austria are set to get more expensive in November.
It's a tough pill to swallow — particularly given that the increases are the result of Google passing along digital services taxes on the internet giants themselves — but one that companies advertising in those countries will need to plan to take. We go into things to consider when this increase gets passed along just as the critical holiday season kicks off, including campaign targeting settings, profit margins, budgeting and cost-per-acquisition calculations. This gets tacked on top of your invoice, so you're not going to see it reflected in your campaign reporting. Amazon and Facebook have taken similar approaches, though it's not clear yet how Facebook will handle it in these three countries.
Ratings and reviews are incredibly important for local businesses, yet fraud continues to be a big problem. Apple's iOS14 is poised to shake things up. It will allow users to add photos and rate a business natively within Apple Maps. Currently, it relies on Yelp and TripAdvisor for ratings and reviews. "The most interesting part of Apple Ratings is the company's apparent effort to prevent review fraud," reports Greg Sterling. "Developing and presenting its Ratings as more accurate and free of fraud could help differentiate Apple Maps as a local search platform in the future."
Keep reading for a look at a Knowledge Panel test, Search Shorts and more.
Ginny Marvin
Editor-In-Chief
