🔍 Take a peek into PPC marketers' holiday routines

Nov 25, 2020

Good morning, Search Marketer, happy hump day,

To be honest, that saying drives me nuts, but it does feel particularly fitting this week as we barrel down the Cyber 5 days of Thanksgiving to Cyber Monday. The pandemic has shaken things up further, disrupting supply chains, limiting inventory levels and shipping capacity and affecting foot traffic for many brands and retailers. In a year unlike any other, we wondered what marketers have planned for their PPC routines now that the crunch time is here.

Several paid search and paid social brand and agency marketers opened up about how they have prepared and what their routines will look like this week (and into the holiday season). We heard from Nathalie Bojkow, global team head performance marketing for PUMA SE; Shannon Cross, senior manager of eCommerce at Nestlé Purina North America; Duane Brown, founder of Take Some Risk; paid media consultant Pamela Lund; Keri Boerner, associate SEM director at digital agency PMG; Gil David, founder of Run DMG; and Kirk Williams, founder of ZATO Marketing.

We'd love to hear if you are doing anything differently to manage your time or your campaigns this holiday season and what you're seeing in the market: gmarvin@thirddoormedia.com.

Yesterday, Google debuted a new crawl stats report in Search Console. There are several new features in this update for SEOs and developers, including hosting issues and more. It's rolling out now, so don't worry if you don't see it yet.

To our U.S. readers, have a happy and safe Thanksgiving. And to our entire readership, may you have a successful Cyber 5. We will be off Thursday and Friday and back in your inbox on Monday.

Ginny Marvin
Editor-In-Chief

Social Short

Facebook partners with BBB for safer shopping, retail advertising

Facebook has established a new partnership with the Better Business Bureau National Programs' National Advertising Division (NAD), the investigative division tasked with addressing disputes regarding truth and accuracy in advertising. NAD will now be able "to directly share with Facebook the outcomes of cases related to specific ad campaigns faster."

The BBB and Facebook have also launched a "Shop Safe, Shop Smart" campaign that will run through December on Facebook, Instagram and other social media channels. The campaign is aimed at helping consumers spot, avoid and report online scams.

Why we care. Trust and safety will be particularly crucial for Facebook to continue to grow its social commerce business. The NAD agreement should help bolster Facebook's efforts to police advertising on its platforms. "This will allow our enforcement teams to take action on ads reported to us that violate our policies, while helping to encourage more ethical practices among advertisers and across the digital advertising industry.

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Search Shorts

Super interesting magical featured snippet

Interesting featured snippets. We are waiting to hear back from Google on this, but it seems to be testing featured snippets that have data overlay links that jump you to a different site than the featured snippet. Plus, those featured snippets are automatically generated as web stories through Google's own AI. There is a lot packed in here and we are investigating.

HTTP/2 Googlebot. While you can opt out of being crawled over HTTP/2 with Google, you cannot opt into it, said Google's John Mueller.

Copied content. "Others copying your content wouldn't be reason for your pages to rank lower," Google's John Mueller said. So stop blaming others for your poor rankings?

How Autodesk overhauled its marketing to get a big-picture view of spend and return

Sponsored by Allocadia

Autodesk faced a challenge with which many marketers are familiar. Teams that were expert in their various disciplines — channel marketing, regional marketing, industry marketing, etc. — had diverged into silos in the absence of a strong marketing performance management program. There was no unified view of how marketing spend affected program goals across all of these initiatives.

"Without breaking down those silos, you can't get to a point where you're tracking spend in a unified way across campaigns," said Autodesk's Zoe Marquardt, the company's consultant on marketing performance management (MPM). "You can't even develop unified campaigns across the company."

Read More »

Don't miss your last chance to attend SMX in 2020

Invest in your company and yourself: Attend Search Marketing Expo online, December 8-9, for actionable tactics and strategies that drive more traffic, conversions, and ROI.

Book now for $249 »