Microsoft Advertising Editor gets updated with recommendations and campaign-level targeting

Microsoft Advertising Editor gets updated with recommendations and campaign-level targeting

Microsoft Advertising Editor users now have access to AI-powered recommendations and campaign-level associations, the company announced Wednesday. The new features are designed to help advertisers optimize campaign performance and make bulk campaign management easier. Recommendations as they appear in Microsoft Advertising Editor. Source: Microsoft. AI-powered recommendations. Recommendations, which were released as a closed beta in November, are now available globally. Denoted with a lightbulb icon, recommendations can include suggestions for bid optimizations, new keywords to add, and fixes for ad groups that are missing ads or keywords. Advertisers can implement recommendations directly from Microsoft Advertising Editor’s error pane or review recommendations and their estimated impact before applying them. Campaign-level audience […]

Google’s new features for product, job and recipe activity cards usher users along their journey

Google’s new features for product, job and recipe activity cards usher users along their journey

Google has extended the functionality of its related activity cards with respect to shopping, job and recipe-related searches, the company announced Tuesday. The new features are designed to make it easier for users to take the next step in their journey; in this case, making a purchase, finding a job or preparing a meal. The shopping activity card. Google search will now show products that a user has been researching, even if the product was featured in an article the user was reading. The shopping activity card featuring products associated with a user’s activity. Source: Google. Price ranges and star ratings make it easier for users to compare the products […]

Google Performance Planner adds support for conversion delay and shared budgets

Google Performance Planner adds support for conversion delay and shared budgets

Google has added three new features to Performance Planner, its ad campaign forecasting tool, the company announced Monday. Performance Planner can now account for conversion delay and supports shared budgets across search campaigns as well as campaign plans that can be viewed and edited by other stakeholders. A screenshot of Performance Planner’s new sharing feature. Source: Google. Why we care Being able to account for the lag between when a user clicks on an ad and when they perform a conversion action can help advertisers get more accurate campaign projections. Shared budget projections may also make the Performance Planner tool more useful for advertisers managing their campaigns that way. And, […]

How to optimize your Google local Knowledge Panel

How to optimize your Google local Knowledge Panel

Establishing a presence for your local business in Google’s — and Bing’s — search results enables potential customers to learn about your products, services and brand without ever having to click through to a website. It can also help you broadly communicate with your audience, keeping prospects and customers up-to-date with your latest offerings and operational changes, especially as you navigate reopening during the coronavirus pandemic. A local Knowledge Panel, which Google also refers to as a “Business Profile,” acts as your business’ portal on the search results page. Unlike brand Knowledge Panels, claiming one is relatively straightforward — optimizing it to attract customers, answer questions and support your business’ […]

Google launches ‘people cards’ in Search

Google launches ‘people cards’ in Search

Google has launched public search profile cards for individuals in India, the company announced Tuesday. Known as “people cards,” the new feature has already begun rolling out in English for mobile users in India. The people card creation process. Source: Google. Why we care People cards may increase visibility for personal brands by making a knowledge panel-like list of links and information about an individual available to potential customers, clients and/or employers right from the search results. Individuals that have claimed their people card can add details such as a personal description, their occupation, employer, location, profile avatar, phone number, website and social media accounts. This curated information may help […]

How to get a Knowledge Panel for your brand, even without Wikipedia

How to get a Knowledge Panel for your brand, even without Wikipedia

Visibility in the search results can determine whether users click through to your site or visit a competitor. Earning a Knowledge Panel is one way to tip the odds in your favor and claim as much search result real estate as Google’s willing to give. Knowledge Panels can also familiarize searchers with your organization and point them to resources they may be looking for, such as your customer service number, social profiles or even your most popular products. While the prevailing guidance may be to simply create a Wikipedia page in order to obtain a Knowledge Panel, there is more than one approach. While this guide primarily references Google, the […]

Google adds ‘Black-owned’ business attribute to local listings

Google adds ‘Black-owned’ business attribute to local listings

Verified Google My Business profile owners in the U.S. can now add a Black-owned business attribute to their listings. Business attributes are highlighted as icons when customers view a business’ profile on mobile, as shown below. The new Black-owned business attribute. Source: Google. Why we care Google said it has seen “a surge in online searches for Black-owned businesses” in recent months — a period in which the Black Lives Matter movement gained momentum. Distinguishing Black-owned businesses in local search may help those businesses attract visibility in Search and Maps and gain customers. “With this attribute, our goal is to make Search and Maps more inclusive and help support Black-owned […]

Shopify tradeoffs: What to consider before selecting your next e-commerce platform

Shopify tradeoffs: What to consider before selecting your next e-commerce platform

Selecting the appropriate e-commerce platform for your goals, circumstances and customers can influence your sales and the amount of time your staff dedicates to maintaining that platform. If you’re looking at Shopify as your next potential e-commerce solution, you need to be aware of its strengths and limitations, with regards to SEO as well as other considerations that could affect your organization’s success. “Shopify achieved 47% growth in Q1 2020 primarily on the notion of ease and speed to market,” said Tony Verre, founder of DreamFire Digital Marketing, “It’s a particularly strong proposition for business owners scrambling to get online as retail visits came to a screeching halt. However, with […]

When AMP and other Google initiatives go to the grave, are your SEO efforts going with it? [Video]

[embedded content] Google’s accelerated mobile pages (AMP) framework has been the gatekeeper to its Top Stories carousel, a search result feature that provides increased visibility for publishers whose content appears in it. Now that the company has announced plans to lift the AMP restriction on Top Stories, the framework’s future is in question, with some SEOs pointing out that Google has a history of introducing new attributes and features only to abandon them a few years later. “If AMP does go away, it’s going to be more difficult in the future when Google decides to do some kind of experiment to really get buy-in from everybody,” Matt Dorville, SEO manager […]

The pillars of successful link building

The pillars of successful link building

Creating high-quality content can strengthen your business’ branding and facilitate conversions, but not if your audience is never exposed to that content. Link building can help boost content visibility via other websites and in the search results. Michael Johnson, sales manager at Page One Power, explained how to create and leverage linkable assets, identify relevant linking opportunities, communicate with site owners in a way that compels them to link to your content and what to do after you’ve acquired a link during his talk at SMX Next (free registration) last week. Create audience-focused, linkable assets “Your links will be as good as your content,” Johnson said, explaining that the more […]