🔍 It's a bad week for Google

Plus, augmented reality lets you "try on" makeup from your phone

Dec 18, 2020 Good morning, Marketers, this week, not one, but two lawsuits were presented against Google.  If you're counting, that makes three major antitrust lawsuits filed against it this year (the first being in October, for allegedly using contracts and its market power to neutralize rivals). The second lawsuit was filed on Wednesday by 10 state attorneys general and claims Google colluded with Facebook to corner the display advertising space — you can read my coverage of that just below this intro. The most recent lawsuit was filed yesterday and includes a bipartisan coalition of 38 state attorneys general. This one accuses Google of anticompetitive behavior, such as designing its search engine so that it prioritizes Google's own products over those of the competition. It's hard to imagine any legal action significantly changing the way Google, and our industry, operates, but it's equally as hard to picture Google simply walking away from all this unscathed. George Nguyen, Editor   Legal   Google accused of colluding with Facebook and abusing monopoly power in new lawsuit Ten state attorneys general have filed a lawsuit against Google, claiming that it illegally used its monopoly power to extract fees left and right from publishers and advertisers. The complaint also claims that it used its position to force competitors out, explicitly naming header bidding as one of the alternatives Google sought to eliminate. The plaintiffs alleged that Google was able to do that by cutting a deal with Facebook, which was opening up its Audience Network to header bidding platforms in 2017. In return, Facebook allegedly received "information, speed, and other advantages" in the auctions that Google operates for publishers' mobile app ad inventory in the US. The state plaintiffs are seeking to secure "structural, behavioral, and monetary relief to prevent Google from ever again engaging in deceptive trade practices," although the exact form in which that may come is still unclear. Google has responded, calling the lawsuit "meritless" and vowing to defend itself in court. Read more here.   The bright 2021 outlook for digital marketing agencies Sponsored by CallRail While 2021 still holds economic uncertainty, digital marketing leaders indicate that their agencies have been remarkably resilient, according to CallRail's fall survey of 167 global marketing leaders who use its services. The findings show that most agencies will finish 2020 with higher annual revenues than in 2019. Overall, agency leaders reported satisfaction across many different business areas, such as their talent and expertise, customer service and positioning. When asked about their ability to attain key growth metrics — like generating new client leads and closing new business — the majority of agencies also exhibited strong confidence that they can.  While CallRail's 2021 Outlook Report takes a much deeper dive into agency business practices, this article highlights some of the most interesting aspects of the research. Read More »   Augmented reality   Google uses augmented reality to let users try on cosmetics We had to give it a try — we're not sorry. Google is working with data partners to visualize thousands of eyeshadow shades and lipsticks from brands like L'Oreal, MAC Cosmetics, Black Opal and Charlotte Tilbury. Google app users can peruse swatches of different shades on different skintones in the knowledge panel of certain products, or even use the augmented reality feature to try it on, like we did above (but hopefully more flattering). This may make the Google app more of a shopping destination for users researching cosmetics to buy, but beyond that, it showcases a practical use for the technology, bringing a "physical experience" of a product to digital and giving customers a more detailed idea of what they're buying. Read more here.   Master the science of search marketing analytics Join us online, February 23, 2021 at SMX Report: a deep dive into everything you need to know about analytics for search marketing. Book now for just $99! Register now »   Analytics   How to get started in Google Analytics 4 Google Analytics 4 has been widely available for over two months now, and although Google hasn't announced that it'll be sunsetting Universal Google Analytics, you should probably familiarize yourself with the new platform, should the day come. Transitioning can be a daunting task, but if you start to organize your data strategy now, it can be relatively seamless and easy. Search Engine Land Search Marketer of the Year Colleen Harris has published an article to walk you through setting up your first data stream, editing your events and more. Read her tutorial here.   Search Shorts   Google video maker for small businesses. Google My Business video maker. The Google My Business team created a video maker for small businesses to make short videos about their business.  You can access it at http://goo.gle/videomaker – it is free. Google Ads explanations expands. The Google Ads team is expanding explanations to Search campaigns that use Target CPA. Google said "with this update, you can view the reason for significant changes in cost and conversions for Search campaigns using Target CPA." Bill Slawski. One of our oldest friends in the industry, Bill Slawski, an individual who has been educating SEOs since the 90s, had a medical issue and the industry created a small site where you can read and share a story on how Bill has helped you. Please check it out and share a story.   Learn about the benefits of using an SEO tool and compare leading vendors SEO remains the stalwart mainstay of digital marketing, driving as many as 22% of all website visits. But its practice has become more complex—today, SEO includes everything from content marketing to user experience. Using SEO software tools can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns. This guide from MarTech Today explains the benefits of using an SEO tool and compares 21 leading vendors. Read more »   What We're Reading   We've curated our picks from across the web so you can retire your feed reader. A weird year in review – Google Search Central Blog E-A-T and SEO: You Can't Have One Without the Other – BruceClay Google's December 2020 Core Update: By the Numbers – Moz My Favorite SMX 2020 Sessions – Portent The role of location in Search – Google Blog   https://searchengineland.com/ Want to advertise? This email was sent to hamoulemouedda.shopingdznow@blogger.com. Unsubscribe. We respect your privacy. This email was sent by: Search Engine Land - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 Manage my preferences. © 2006-2020 Third Door Media. All Rights Reserved.

 

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الجمعة، 18 ديسمبر 2020