TikTok 101: A primer for brands

TikTok 101: A primer for brands

You don’t have to install the app to experience TikTok. If you’re reading this, odds are you’ve already stumbled upon a TikTok-emblazoned clip of someone wearing bread on their feet or feverishly performing a choreographed dance. None of it makes sense and that’s the point. It’s meme culture at its finest. Teens see TikTok as a home for pure, unfiltered entertainment. Brands, on the other hand, are watching it like a shiny new penny. The platform known for hosting amusing video challenges inspired by the ephemeral (and often satirical) nature of Gen Z is now starting to become part of the marketing equation. “Being there early allows brands to authentically […]

Social Shorts: Creative highlights, Quora queries, Twitter ad data, Facebook’s newest app

Social Shorts: Creative highlights, Quora queries, Twitter ad data, Facebook’s newest app

(Beyond social) creative moments that caught our attention Audi x We Are Social takes viewers on a virtual road trip. With much of the world on lockdown, Audi Australia in partnership with creative agency We Are Social jumped on the opportunity to recreate a scenic drive for those stuck at home. The four-hour, slow TV-style video – shot inside and around an Audi A6 sedan – takes viewers through Australia’s countryside, complete with weather changes throughout the journey. True to the times, director Luke Bouchier employed multiple cameras with four crewmembers in four separate cars to capture the footage, while composer John Hassell scored the track from his own home […]

16-straight days of rankings volatility: SEOs dig into the COVID-19 effects on search

16-straight days of rankings volatility: SEOs dig into the COVID-19 effects on search

“We don’t know right now if the web is changing, if Google is changing something, if people’s behavior is changing; but, we also know that people are just doing things so differently that it’s nearly impossible to set [these things] apart,” said Peter Meyers, marketing scientist at Moz, commenting on the unprecedented search results volatility he and others have observed since COVID-19 broke out in the US. The global pandemic has caused nearly everyone to reevaluate their priorities, prompting businesses and search engines to adapt as well. During our search disruption episode of Live with Search Engine Land Tuesday, hosted by Search Engine Land News Editor Barry Schwartz, Meyers and […]

Content and coronavirus: How you can differentiate from the masses

Content and coronavirus: How you can differentiate from the masses

All coronavirus all the time: that’s what everyone’s content looks like right now. It makes sense, because most digital marketers feel compelled to respond to the crisis. However, the proliferation of “conronacontent” also creates a dilemma and a practical problem. There are a ton of me-too listicles and volumes of “how COVID-19 is impacting e-commerce” data circulating. This creates a kind of content din and raises the fundamental question: what should you be creating and how do you differentiate your content when everyone is basically doing the exact same thing? We know content is foundational for SEO success, but rising above the rest is easier said than done, particularly now. […]

What Safari’s 7-day cap on script-writeable storage means for PWA developers

What Safari’s 7-day cap on script-writeable storage means for PWA developers

Confusion about an announcement of upcoming changes to Apple Safari’s Intelligent Tracking Prevention (ITP) led to accusations of Apple intentionally trying to destroy Progressive Web Apps (PWAs) “just as they were taking off.” It turns out that that’s not the case. However, the changes still have serious ramifications for web developers and marketers. Developers face numerous challenges as browser support varies for features they might want to use with modern websites. It has always been daunting dealing with so much variance. Increases in complexity further affect deployment across a wide spectrum of services. If PWA application support in Safari was restricted to a 7-day period, it would seriously impede progress […]

As advertisers cut back, U.S. paid search spend estimate is slashed by billions

As advertisers cut back, U.S. paid search spend estimate is slashed by billions

As the pandemic has unfolded, initially bullish ad-spending forecasts have given way to more cautious or pessimistic projections. Such is the case with eMarketer’s newly revised search-spending numbers for the first half of this year. A drop of $6 to $8 billion. The firm revised its forecast for the first and second quarters of 2020 down, from nearly $28 billion to between $25.5 and $23.8 billion. That’s a decline of $6 billion to $8 billion compared with earlier projections. Emarketer said that first-quarter search spending “came in somewhere between a year-over-year spending increase of 2.8% and a decline of 0.2%.” The firm assumes a pull-back starting in March and overall […]

Track how PPC performance changed when specific COVID-19 events took place

Track how PPC performance changed when specific COVID-19 events took place

We’re in uncharted territory with COVID-19 and its impact on lives, the economy and our PPC campaigns. I don’t have a medical degree, I’m not a scientist, a first responder, or someone whose job takes them to the front-lines of the situation so I am grateful for everything they are doing. With my skills as a PPC expert, the best I can offer is to help people get clarity so they can make the best possible decisions in uncertain situations. At Google, one of the core tenets of innovation was to share all information. The idea is simple: if you give smart people all information relevant to a situation, they […]

Google reviews coming out of quarantine

Google reviews coming out of quarantine

Google shut down the publication of new reviews and Q&A a few weeks ago as part of its coronavirus response and reduced support. However, the company appears to have just re-started publication of reviews and review replies. Google announces review return. On this page Google says: “Review replies are now available. New user reviews, new user photos, new short names, and Q&A will gradually return by country and business category.” Mike Blumenthal first noticed this earlier this afternoon. I was able to confirm it and publish a new review for a local restaurant in my area. Between the creation of the review and its submission, I was still presented with this […]

How SEO and PPC strategies can work together to drive business goals

How SEO and PPC strategies can work together to drive business goals

Many e-commerce retailers consider their PPC and SEO marketing strategies to be separate entities. Sometimes, they are even viewed as alternatives to one another, with brands only investing in one at a time. Of course, this is a tragic mistake as PPC and SEO strategies are necessary to integrate into one another for a site to reach its fullest potential in the SERPs. SEO is a method for increasing a site’s organic traffic through enhanced visibility and site authority. Alternatively, pay-per-click (PPC) advertising seeks to generate traffic through carefully created and targeted adverts in search engines, social and other popular online destinations. While each is different, they both aim to […]

Google postpones Google Partners program changes slated for June

In February, Google announced sweeping changes to the requirements for agencies to qualify for the Google Partners badging and certification program. Those new requirements were set to take effect in June. Now, amid the upheaval caused by the coronavirus pandemic and shelter in place orders, Google is postponing the changes until 2021. “We hope this change helps give you and your customers the time you need to adjust to the ongoing developments,” the company said in an email to agencies Wednesday afternoon. If qualified on or after Jan. 1, 2020. In addition, agencies that have had active badges or specializations at any time this year will be able to keep […]