🔍 Is your ad budget small potatoes?

Plus, link inception in featured snippets

Jan 26, 2021 Good morning, Search Marketer, and did y'all see the Taco Bell potatoes ad? Around Super Bowl time marketers generally get hyped up for OUR Super Bowl of advertising creativity. Each year it's a smorgasbord of companies trying to outdo each other for the craziest commercial stunts and the most money spent for 30 seconds. But many advertisers are passing on the "big game" this year as they struggle with the tone it sets as our country faces a pandemic, unemployment, social and political unrest, and more. If the Super Bowl is "go big or go home," lots of marketers are choosing to go home. This brings me back to Taco Bell. Their latest ad (which was already a big hit because they announced that they're bringing back potatoes) was essentially their CEO on the potato Snapchat filter just talking to customers. It was definitely scripted, but likely took minimal time, effort, and money–and it was an absolute hit. The video, which it seems they've since deleted from social media (womp womp), was proof that you don't need Super Bowl-sized ad budgets to hit the mark with your target audience. P.S. Go Chiefs! Carolyn Lyden Director of Search Content   PPC   Google's alternative to third-party cookies open for advertiser testing in Q2 Google will begin testing its third-party cookie replacement, Federated Learning of Cohorts (FLoC), with advertisers in the second quarter of this year, the company announced yesterday. This new method essentially groups people with similar interests into cohorts and allows advertisers to serve relevant ads while still keeping each person's browsing private. "Our tests show that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising," Google said, but of course, advertisers should expect something of an adjustment period before reaching that level of efficiency. Read more here.   Measuring marketing attribution No one wants to invest time, money and energy into campaigns that don't provide any ROI. In this quick reference guide, marketing professionals from small and medium businesses share how they make sure marketing efforts convert to sales. Learn more »   Search   Contextual links in featured snippets may present new opportunities and risks Google began testing contextual links in featured snippets in November, but they've been spotted more recently as well. "What could put some publishers off is the fact that winning a featured snippet may now result in sharing the spoils with the other websites that were linked to," Izzi Smith, technical SEO analyst at Ryte, told us, adding that the stakes can get higher if links to competing sites also appear. The rising tide may lift all boats, so to speak, if the contextual links reference other featured snippets. Brand safety may also be a consideration if this receives a full rollout. "From a CTR perspective, it could be great, but from a branding perspective, it presents a real issue," said Tom Crewe, head of SEO at Adido. So far, the majority of examples we've seen are from sources of knowledge, like dictionary.com or Wikipedia, but perhaps journalistic publications might be in the mix as well (see the Business Insider example above). That could somewhat prevent featured snippets from becoming a battleground within the greater arena of the search results page, but it's still too early to tell. Read more here.   Chatter   Some advertisers notice glitch in app exclusions for display Last week there was Twitter chatter about app exclusions not working correctly in Google Ads across Display. First noticed by Amalia Fowler from Snaptech Marketing, others in #PPCChat confirmed that they'd seen the same issue even when they'd set app exclusions at both the campaign and account level.  Cole Soldwisch from Cypress North said he also found app traffic even when he'd targeted desktop for clients: "I found app traffic last week while ONLY targeting desktop devices for a B2B client. My only thought was multipurpose devices like tablets getting miscategorized, but that is probably an optimistic thought." Some PPC marketers are finding the issues are affecting their clients' entire advertising strategies: "I have a client with ALL app categories excluded. We hit the 10,000 placement exclusion limit within 2 months and almost all of it – app traffic. That client is no longer using GDN," says Julie Bacchini, Founder of Neptune Moon. I asked Fowler if she thought it was a glitch or if issues like this happen frequently. She told me, "I've never seen this before – where an account that has the apps excluded is showing app traffic. The Google rep I talked to investigated it and ultimately told me to use an 'all apps' exclusion placement that isn't typically available as a choice within Google Ads." Google hadn't responded to comment by publishing time. If you're running ads on GDN and excluding app traffic–make sure to check your traffic to ensure it's not sneaking in. Have you noticed this with your campaigns?  Join the conversation here.   Get your toughest analytics questions answered Join search marketing experts from Adobe, Microsoft, and more at SMX Report, February 23, to get specific answers to your most critical analytics questions. Grab your All Access pass now for just $99! Learn more »   Search Shorts   Digital public relations and SEO Digital PR isn't bad for SEO. John Mueller of Google says that digital public relations is not bad for SEO. He said on Twitter "I love some of the things I see from digital pr, it's a shame it often gets bucketed with the spammy kind of link building. It's just as critical as tech SEO, probably more so in many cases." Paying for dofollow content reviews. Someone asked Mueller if paying for content reviews or the time it takes to review content that happen to have dofollow links is okay or not.  He said "that sounds like an unnatural link. IMO it's kinda pedantic to go through all possible iterations; in practice it's pretty clear cut & obvious, as you know." Affiliate links need nofollow. There is nothing wrong with affiliate links, said Mueller but make sure you use the nofollow or sponsored attribute on those links. He said on Twitter "normal affiliate links are fine, just use rel=sponsored and leave it at that."   What We're Reading   We've curated our picks from across the web so you can retire your feed reader. Announcing new Real-time Bidding experiments – Google Ads Developer Blog Better content sharing with Custom Tabs – Chromium Blog Do iFrames Negatively Impact SEO? We Break Down the Controversial Topic. – SEO Clarity How we're helping get vaccines to more people – Google Blog Those Pesky Call To Action Overlays Can Hurt Your Google Rankings – Search Engine Roundtable   https://searchengineland.com/ Additional Marketing Solutions for 2021 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. © 2006-2021 Third Door Media. All Rights Reserved.

 

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أضف تعليق

الثلاثاء، 26 يناير 2021