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Good morning marketers, let’s talk about misinformation and search.
Living in polarizing times like the past few years has been difficult, and in this climate it is also difficult to run a business. I believe the least we can do is share our knowledge of how search and digital marketing work to fill the information gap from this equation, and hopefully this will make it easier to get in touch with audiences, colleagues and loved ones To get in touch * knock on wood *.
Last week I argued why it is important to educate your friends and family about the search. I want to take a slightly different angle today: Understanding how search works can help people spot misinformation, which will help us grow together as a society.
Remember last summer when social media posts falsely claimed that Google search results provided evidence that the pandemic wasn’t real? “This is how search algorithms work and the pandemic is so widespread,” I thought to myself when I first read this story. But people have told me that they know others who believe the misinformation, and saying that nobody can be trusted and the media lies to you can lead to very dangerous things.
Don’t wait for polarizing events to share your knowledge of the search – it might be too late by then. Instead, find a suitable time and ask the people you are speaking to: “Can I tell you something about my work?” And don’t forget to make it relevant to your audience. Marketing is about connecting with people who are open to connecting with you, and it’s no different.
It’s done – the core Google update from July 2021 is “effectively finished”
Yesterday, Google announced that the core update from July 2021, which started 12 days ago on July 1, 2021, has now been “effectively completed” and rolled out. The update was announced on July 1, but was largely felt on both July 2 and July 9, plus there were additional signs of this update on July 12.
The sister update, the June 2021 core update, started on June 2, 2021 and lasted 10 days and ended on June 12, 2021. The June core update seemed to be more noticeable than its July counterpart. Hope you all had a good deal to do with this latest update!
Read more here.
Video extensions in Microsoft Advertising give search marketers the ability to test video ads in SERPs
Microsoft Advertising has doubled the number of visual ads in search this year, and the company’s latest ad offering is no exception. Video extensions are now available worldwide on the platform, although mobile video extensions are currently only available to US advertisers.
When triggered, a preview is displayed with a play button in the SERPs (as seen above). When users click on the video, it opens in an overlay with an action link that directs searchers to the landing page of their choice. This is an interesting ad extension that could come in handy in certain industries. Since most video ads are on platforms like YouTube, advertisers have the option to test video ads right in the search results.
Read more here.
tROAS bids are being introduced for app campaigns for interaction on Android
At Google’s Games Developer Summit on Monday, the company announced that it would be introducing closed beta bids for the Target Return on Ad Spend (tROAS) for app campaigns for interaction. App Engagement Campaigns (ACe), which aim to bring users back to an app and drive loyalty and engagement, were first launched in March 2019 and rolled out globally at the end of last year.
Why we care. If you’re already using ACe, you can use tROAS bidding to adjust bids based on the value that returning users create. This can vary if you perform in-app actions such as purchasing premium features. This way you can target your most valuable users again and potentially increase sales.
Questions and answers aren’t the only way to create relevant content
“I’ve never heard anyone say, ‘Why read a book … I can just read a FAQ?'” Is the question-and-answer mentality holding back SEOs? On his Twitter thread, Mordy Oberstein argues that while answering questions is an important part of the process, “it’s about offering INFORMATION, and again, those are two very different things because information is a corpus – it’s about more than just offering INFORMATION Answering a question has a direct meaning, but includes the ‘information periphery’. “
“You will see positive effects once you step out of the ‘poor’ section of the major web vitals.” Google’s John Mueller made it clear that there is no need to get 100 points on your CWV to start making profits – they start once you’re out of the red. “It’s not a silver bullet, we use a lot of factors for ranking, and relevance is still very important,” he added.
Should we base our marketing plan on getting back to normal business operations? “The idea of getting back to business as usual is a comforting thought,” said Marketoonist creator Tom Fishburne. “But when was business as usual ever common? Instead of going back to work, we always go forward to work. “
“Not many people in history could say that as CEO you created a trillion dollars in value.”
When it comes to big tech CEOs, I feel like there are two camps: the outspoken Zuckerberg / Musk / Bezos types who build rocket ships and operate electric surfboards, and the Pichai / Nadella / Cook types who do like to hold back. Both types can be unpredictable, but for very different reasons. The former seem to like to surprise audiences (sometimes for no apparent reason, such as when Elon Musk sold “Not-a-Flamethrowers”) while the latter are just more puzzling because they like to stay to themselves.
Amol Rajan of the BBC interviewed Google’s Sundar Pichai, and while I found the title of the article, “Google CEO Sundar Pichai Warns of Threats to Internet Freedom,” quite misleading, it succinctly sums up much of Pichai’s past, influences, and character.
“From the old rotary phone they were on a waiting list for, to the scooter they all huddled on for a monthly dinner,” Pichai often speaks in interviews about the impact technology has had on his own life . This seems to go hand in hand with many of Google’s initiatives to address mankind’s biggest problems, but those initiatives seem to have been decreasing lately: “With the world’s largest concentration of computer science PhD students in one tiny” strip of land south of San Francisco, this is the argument, shouldn’t Google reverse climate change or solve cancer? ”Rajan wrote.
Regardless of what you think of Google, it is insightful read and can help you understand the monumental task of running one of the most important and influential companies of all time.
About the author
George Nguyen is an editor at Search Engine Land and specializes in organic search, podcasting and e-commerce. His background is journalism and content marketing. Before entering the industry, he worked as a radio personality, writer, podcast host, and public school teacher.