The best hits from Google Advertising Livestream, plus Microsoft Promoting’s new advertisements and social administration pilot; Friday’s day by day temporary
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Good morning marketers, and did you check out Google Marketing Live yesterday?
The general response from the PPC community has been mixed at best. Some are outraged, others give up their acceptance, but overall the crowd is mild. ¯ _ (ツ) _ / ¯
We have full coverage of feature releases and updates for you below, but some of the highlights include new local search marketing options, new travel ads, shopping partnerships, and many enhancements to existing products.
Additionally, Microsoft’s new platform, which helps SMBs manage search and social media ads in one place, also includes organic social media management that would be HUGE for companies just starting out in advertising .
PS You won’t see a newsletter from us on Monday in honor of Memorial Day.
Director of Search Content
PPC: Google updates Customer Match, Performance Max campaigns, the Insights page and product feeds
In addition to the introduction of new products, Google announced expansions for numerous existing products at its marketing livestream event.
- Customer comparison: Google has removed the total spend requirement of $ 50,000 for this feature. This can make customer matching more useful to more SMBs, and the feature itself can help advertisers re-market customers, especially as we move away from third-party cookies.
- Insights page: Demand forecasts are added to the Google Ads Insights page. These forecasts predict changes in search behavior over the next 90 days and can help advertisers prepare their inventory, campaigns, and identify upcoming opportunities.
- Performance Max campaigns: This type of automated campaign, which runs on all Google ad inventory, is now in open beta and available to advertisers worldwide.
- Product feeds: Product feed support is now generally available for video action campaigns. Support for them in Discovery Ads is also available as an open beta.
- TROAS bid: tROAS bids will be introduced for both video action campaigns (generally available worldwide) and discovery ads (available worldwide as open beta).
Read more here.
A new pilot program from Microsoft enables small businesses to manage their paid advertising and organic social media in a single place. Unified Campaigns, which will initially be available to selected companies via an application process, offers SMEs the opportunity to control their search and social media ads from a single platform. The platform will also provide a social media management solution that companies can use to post, reply to and report metrics for each of their social media channels.
Read more here.
Travel: Google is announcing updates to vacation rental travel products and hotel booking add-ons to begin rolling out
Given the unpredictability of travel over the past year, Google Ads has made adjustments to help both advertisers and searchers customize it. At GML, Google announced three new travel ad products and updates to help partners meet this growing demand.
- Google Ads now includes vacation rental deals on the hotel results page for a specific offer.
- Hotel booking extensions that automatically display feed data for hotel ads in the search text ad extensions will be made available to advertisers on the allow list and rolled out globally in the coming weeks.
- Google is adding three new features for advertisers to Commissions (Per Stay) to make reporting, bid adjustment, and payment easier.
The travel industry was disrupted last year by the pandemic, travel bans and lock orders. These Google Marketing Live ad product announcements anticipate changes from consumers and advertisers as more travelers book flights and find places to stay this summer.
Read more here.
Local: Google is launching new ad formats for local campaigns and a later pickup option for local inventory ads
Google introduced new products and services for local advertisers at GML:
Propose ads automatically. Google introduced a new ad format for local ads called “Auto Suggest Ads”. Auto Suggest Ads serve ads based on the location of the searcher. When a searcher is nearby and searches for a related product or service on Google Maps, the ad will automatically suggest the location of the advertiser nearby to that searcher.
Navigation displays. Google also introduced the new navigation ad format for local ads. Navigation indicators are shown while using directions from Google Maps. This allows businesses to run their ads while a user is on the way to a destination.
Show similar places. Google also introduced a new ad format for local ads called “Similar Places”. These ads appear when you search for a specific business location and that business is closed at the time of your search. In this case, Google may show a similar company on the map by displaying the company name with the label “Similar and Open”.
Pick up later. Google is launching an open beta for US-based advertisers to expand store pickup options by marking their local inventory ads with “Pickup Later”.
Read more here.
As an extension of the Shopify integration announced at I / O, Google has partnered with WooCommerce, GoDaddy, and Square to enable retailers on these platforms to offer their products on Google for free. This move will benefit retailers as it simplifies the way they present their products on Google, but it also affects the strength of Google as a place for customers to discover products.
Along with this news, the company also announced a new screen that summarizes all of the purchase options offered by a seller. The screen appears during the checkout process for products discovered on Google and is currently being tested in Google Search and the Shopping tab. A rollout for YouTube and image search is planned for later this year.
Read more here.
Tech SEO: News from Google I / O for technical SEO practitioners and website developers
Tons of new developments for technical SEOs and developers came from Google I / O last week. Here are some of the key ones from the “What’s New for the Web Platform?” Session.
New security functions. Cross-site
APIs. Given that third-party cookies have become so widely used, the Chrome team announced a new “family of APIs” such as: B. Federated logins, personalized ads, and conversion tracking, which may provide alternative avenues for use cases that may previously required a third-party cookie implementation.
Context menu and badge for PWAs. Progressive web apps that were once installed with an icon on home screens and desktops now allow you to write shortcuts that display “Quick Actions” as context menu items (right-click or two-finger tap) with supporting operating systems such as Android, Chrome OS, Windows and macOS.
Core Web Vitals. The ranking lists are adjusted according to the number of points collected in the field. The good news is that Lighthouse “is calibrated to be representative of a user in your upper percentiles”. That means, if you get good laboratory results, users in the field send even better results to Google for adjusting the ranking factor for the user experience nine times out of ten.
Read more here.
Search shorts: The one we troll Twitter on
The SEO implementation problem. In a Twitter survey, more than half of SEOs said that 40% or less of their SEO recommendations were actually put into practice … you wonder when companies say they have “tried SEO before”. Have you actually tried 100% of it?
GML Twitter reactions. Many PPCers had a lot of feelings about GML. Check out the hashtag #PPCCat to see varying levels of excitement, eye rolling, and subdued acceptance.
International SEO #SEOCat. The challenges of global search engine optimization have more to do with people than with Google. What is your process to understand user behavior in other countries and satisfy user intent? Check out the answers here (and add your own).
About the author
Carolyn Lyden is the Director of Search Content for Search Engine Land and SMX. With her expertise in SEO, content marketing, local search and analysis, she focuses on making the work of marketers easier with critical news and educational content.