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 […]

Target Google Ads audiences based on new predicted purchase and churn metrics in Google Analytics

Target Google Ads audiences based on new predicted purchase and churn metrics in Google Analytics

Predictive audiences in Google Analytics App + Web properties. Applications of machine learning have brought us into the era of predictive marketing in which bids, ads and targeting are optimized based on predicted outcomes. The latest sign of this in Google Analytics is the addition of predictive metrics and audiences in App + Web properties. When building audiences in an App + Web property in Google Analytics, you’ll see suggestions for predictive audiences using either of these metrics: Purchase Probability: Users deemed most likely to make a purchase within the next seven days. The idea here is to be able to identify and target more than just abandoned cart users […]

What’s behind the hype about Customer Data Platforms?

What’s behind the hype about Customer Data Platforms?

The global market for customer data platforms is expected to rise dramatically over the next few years. The CDP Institute pegged industry revenue for 2019 at $1 billion and it expects the sector to reach at least $1.3 billion in 2020. Meanwhile, ResearchandMarkets predicts the industry will grow from $2. billion in 2020 to $10.3 billion by 2025, expanding at an astounding compound annual growth rate (CAGR) of 34.0% during the forecast period. This growth is being driven by the proliferation of devices and customer touchpoints, higher expectations for marketers to orchestrate real-time personalized experiences across channels and the need to navigate complex privacy regulations. Let’s explore each of these […]

Google Ads to prohibit spyware, surveillance products and services

Google Ads to prohibit spyware, surveillance products and services

Google is updating its policies to prohibit spyware and surveillance tech products in Google Ads campaigns. including Shopping. What’s changing? Starting August 11, Google’s “Products that enable dishonest behavior” policy will be updated. This is the policy that already covers products and services designed to mislead people such as fake documents, student essays and invalid click products as well as those that can give users unauthorized access to systems such as hacking devices, radar jammers or wiretapping products. With this update, companies will not be able to promote products or services designed to enable people to “track or monitor another person or their activities without their authorization.” Text and Shopping […]

Google Ads app supports manager accounts

Google Ads app supports manager accounts

Oddly enough, the Google Ads app didn’t support manager accounts until now. As of yesterday, when you sign into the app, you’ll see any manager accounts at the top level. The Microsoft Ads mobile app added support for manager accounts a couple of updates ago. No surprise, the increasingly present optimization score is visible on the main manager account dashboard in the Google Ads app. Google just added optimization score to all account Overview pages in the web UI and app yesterday as well. The new account navigation flow in the Google Ads app from a manager account. Why we care. Manager account support makes it easier to get top-level […]

Google Images adds more facts about images with the Knowledge Graph

Google Images adds more facts about images with the Knowledge Graph

Google announced it has launched a new feature within Google Image search on mobile to show “quick facts about what you see on Google Images.” Google added under the image preview window knowledge panel details that you can open and expand to show more information about the image. Knowledge panel expanders. Google will show drop down menus under the image preview that shows more details about the image. Google said “when you search for an image on mobile in the U.S., you might see information from the Knowledge Graph related to the result. That information would include people, places or things related to the image from the Knowledge Graph’s database […]

How to evaluate content quality with BERT

How to evaluate content quality with BERT

Marie Haynes recently had a really insightful podcast interview with John Muller. I specifically enjoyed the conversation about BERT and its potential for content quality evaluation. “M 26:40 – .. Is Google using BERT now to better understand now whether content is good?” “J 27:00 – … It’s not so much to understand the quality of the content but more to understand what is this content about, what is this sentence about, what is this query about …” Google has repeatedly said that it helps understand natural language better. Content quality assessment like humans do is still fairly complicated for machines to do. “M 28:54 – … could Google treat […]

How to create new Google Shopping insight reports in Data Studio

How to create new Google Shopping insight reports in Data Studio

As digital marketers, we are always looking for the next time saving idea to provide a competitive edge. Due to Covid-19, we are making this one public in the hope it can help your business or clients. Special thanks to Duane Brown for his input during research, Angelo Caldeira for all things code related, and Richard Kliskey for keeping the PPC lens in focus throughout. The big idea The popularity of all retail products bought online through Google Shopping changes weekly. Retailers have to measure this demand and manage their inventory, advertising efforts and commercial KPIs. Comparing product insights across the online retail industry with your own data is not […]

Cooler Screens is trying to solve digital advertising’s ‘last-mile’ problem

Cooler Screens is trying to solve digital advertising’s ‘last-mile’ problem

The future of retail shopping involves the tighter integration of digital and in-store experiences. Online distribution of local product inventory is one example, buy-online-pick-up-in-store (“BOPIS”) is another, Amazon Go’s cashier-free checkout is a third. Inventory and ads. One of the more interesting examples of bringing digital experiences into physical stores comes from Chicago-based Cooler Screens, which replaces conventional refrigerated-case doors with digital screens that can showcase product inventory inside or display ads dynamically. It’s both an in-store merchandising platform and an ad network. Cooler Screens’ major retail partner Walgreens piloted the offering initially in six stores in mostly the Chicago area in 2019 and expanded that to 50 stores after […]

Is it time for Google Scotland?

Is it time for Google Scotland?

Google operates in 219 countries throughout the world and has Google search results specific to 179 of them according to its settings. Google’s mission is “to organize the world’s information and make it universally accessible and useful,” and most would probably say that it is doing a pretty good job of that. However, for users in Scotland (plus Wales and Northern Ireland) Google often serves up results that are not relevant and in some cases potentially dangerous. A search for terms such as “coronavirus lockdown rules” provides this page as the number one result: The problem is that the four nations which make up the United Kingdom each have different […]