Optimization score comes to Google Ads app

Optimization score comes to Google Ads app

Google really wants you to be able to pay attention to optimization scores — wherever you are. The metric is now front and center in the Google Ads app. Why we care Google is continuing to increasing prominence of — and emphasis on — optimization score in Google Ads accounts. The score is now a key part of the requirements for agencies to achieve Google Partner status. Optimization score is meant to be a reflection of “how well your account is set to perform.” The recommendations tied to optimization scores are also generated automatically. Some can be useful, but not all will make sense for a campaign, and advertisers need […]

Fake and inaccurate reviews driving billions in ‘wasted’ consumer spending [Report]

Fake and inaccurate reviews driving billions in ‘wasted’ consumer spending [Report]

American consumers said they wasted $125, on average, in 2019 due to inaccurate reviews, a new report finds. If we extrapolate that across the adult population, as much as $25 billion in U.S. consumer spending has been wasted due to inaccurate (or fake) online reviews. The report portrays a kind of dissonance or ambivalence among consumers, who continue to rely very heavily on reviews but are also increasingly wary of their authenticity or credibility. Rise of reliance on reviews. The study, commissioned by reviews platform TrustPilot, was based on a survey of more than 6,300 adult internet users in the U.S., UK and France in December 2019 and carried out […]

The Mandalorian’s guide to the search galaxy: Evolving from SEM lone wolf to company leader

The Mandalorian’s guide to the search galaxy: Evolving from SEM lone wolf to company leader

“I work alone. I don’t trust droids.” – The Mandalorian Hollywood wants us to believe in the hero (or anti-hero) because we all know who to root for in the battle between good and evil. Even if you haven’t yet seen The Mandalorian, you are likely aware of the Baby Yoda memes. Based on those small snippets of information, you can guess the kind of story and character arc that plays out in the series. You know, because we’ve been taught to expect it. What has this got to do with search marketing I hear you exclaim? I came to realize in my own career journey that the success we […]

What are analytics experts looking to in 2020 with data and privacy?

While researching the state of tracking and data privacy, I talked to many smart industry experts and asked several to share their advice for 2020. It’s one thing for me to offer their executive summary, it’s another to hear it directly from them. Plus, these folks will be helpful as you look for executive buy-in. “But Simo Ahava and Abby Matchett said…” What do the experts think? This must begin with a huge thanks to the following smart folks who shared their time and talent with us as we, collectively, prepare for the upcoming year. One of the best things about web analytics and digital marketing communities is the perspective […]

Soapbox: Brand authority is the most underrated marketing goal

Soapbox: Brand authority is the most underrated marketing goal

Everyone understands the value of increased organic traffic or a higher rate of conversions. That’s because these metrics are closest to the money. But some top-of-the-funnel rewards for creating high-quality content can contribute a significant amount to your growth, and they center around your brand’s perception. Brand awareness is often recognized, but that’s the first step. Brand authority comes next and deserves more credit. And I’m not just talking about in the context of E-A-T (Expertise-Authority-Trust) and YMYL (Your Money Your Life) pages. I’m talking about building your overall brand authority, which of course still involves creating authoritative content written by authoritative people. But having this zoomed-out brand perspective allows […]

Google tightens FAQ markup guidelines, disallows repetition of questions and answers

Google tightens FAQ markup guidelines, disallows repetition of questions and answers

Google has updated its content guidelines for the FAQ schema that says you can no longer markup the same question and answer with FAQ schema if that question and answer is in multiple pages on your site. Google said just mark it up on one of those FAQ pages, but not more than one. The new guidelines. The updated guidelines added this line “If you have FAQ content that is repetitive on your site (meaning, the same question and answer appear on multiple pages on your site), mark up only one instance of that FAQ for your entire site.” Hat tip to @suzukik for spotting this. FAQ schema. FAQ schema […]

Video: Aleyda Solis on remote SEO work, international SEO and YouTube optimization

Video: Aleyda Solis on remote SEO work, international SEO and YouTube optimization

While at SMX East, I had the privilege with sitting down Aleyda Solis, the EU Search Personality of the Year, SMX speaker, SEO superstar who deeply cares about the search industry. We spoke about a lot of things but focused mostly on how she juggles traveling so much and having a thriving SEO consulting business. We also talked about a topic she spoke about at SMX West just weeks ago around how to optimize your YouTube channel to increase subscribers and video views. hat presentation was so detailed and enlightening, I learned a lot from her in the video and her presentation. We also spoke about international SEO, a topic […]

Amazon search ads: How to advertise on Amazon — profitably

Amazon search ads: How to advertise on Amazon — profitably

The early days — just a few years ago — of cheap clicks, little competition and a buggy interface with little reporting are gone. Amazon advertising formats and inventory have evolved dramatically, and marketers and Amazon sellers are flocking to the platform. More competition means advertisers need to be savvier to ensure they’re ad campaigns are profitable. Calculating your COGS (cost of goods sold) and all seller fees is key to running profitable search ad campaigns on Amazon, says Kaitlin McGrew, senior SEM manager at Houston-based PMG Digital Agency. Kaitlin McGrew speaking on profitable Amazon advertising strategies at SMX West 2020. In addition to the monthly Amazon seller subscription fee […]

Optimization scores, recommendations and their impact on Google Partner agencies

Optimization scores, recommendations and their impact on Google Partner agencies

Are agencies going to be expected to “manage to the recommendations”? That’s among the concerns I heard from many marketers after Google announced the performance portion of the Google Partner program requirements will be evaluated based on manager account optimization scores starting in June, with added focus on Google’s automated recommendations. This change, in particular — and reaction to it — strikes at the tension between the benefits and limitations of automation and marketers’ relationship with the platforms designing the automation. There are the positives of big data insights, time-saving efficiencies. And yet, the systems don’t have the full view of an individual business, they are still training (on advertisers’ […]

3 tips for optimizing paid social campaigns for seasonality

3 tips for optimizing paid social campaigns for seasonality

Planning your paid social campaigns well ahead of your peak periods — whether seasonal, holiday or promotional — help ensure you hit your goals. Michelle Stinson Ross, marketing operations director at Apogee Results, offered tips on how advertisers can get the most out of seasonal social ads at SMX West in San Jose last week. As part of a deep focus on digital commerce marketing, speakers discussed ways social commerce and shoppable media are transforming the way online retailers approach digital marketing. Stay top of mind “Paid social sits much higher in your sales funnel than paid search does. Just think about it… Are human beings really able to search […]