Adjustments for crypto promoting and Twitter will get Fleet Adverts; Friday’s each day temporary

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Good morning marketers, what if we turned the traditional search model on its head?

This is what the search engine Neeva asks in its latest announcement. The company announced yesterday that it will begin “sharing at least 20% of its revenue with content creation partners when their content is used to directly answer a Neeva customer inquiry”.

When I had the debate with other SEOs about the search engine that became the tech company Google, I often said that Google exists because we voluntarily provide our content for indexing and search engine ranking. And that’s why we exist as SEOs and PPCers, because Google made it so that we have to. Is it a strange symbiosis?

Neeva’s model turns this on its head – it gives content creators a reward beyond just sending traffic – but they pay them for using that content in search results. It’s an interesting model that I hope will turn the tables on traditional search. I know it’s a long way but it’s cool that someone is working towards it.

Carolyn Lyden,
Search Content Director

Hey Search Community, we’re hiring a content and SEO manager for MarTech and Search Engine Land

We know our audience is made up of talented SEOs. So we’re very excited to announce that we are looking for a seasoned content and SEO manager to work on Third Door Media’s flagship brands MarTech and Search Engine Land.

Specifically, we’re looking for someone who can help us grow our audience of digital marketers through SEO, content and website optimization, and build content goals that drive organic search traffic.

Apply here.

Google Ads updates cryptocurrency ad policies

If you are a crypto advertiser, your existing certification will soon be null. Google yesterday announced its new guidelines for cryptocurrency exchanges and wallets, as well as the new certification process.

Your existing certificates will be revoked. All previously approved Cryptocurrency Exchange certifications will be revoked on August 3rd. Advertisers must apply for a new Cryptocurrency Exchanges and Wallets certification with Google Ads.

The new application form for certification will be published on July 8, 2021.

Why we care. If you’re a crypto advertiser, mark your calendar for July 8th when the new application form goes live. If you miss the deadline to get your updated stock market certification, your ads will be removed from Google.

Read more certification details here.

For the first time, full-screen ads are arriving on Twitter in the form of fleet ads

Twitter is now testing fleet ads; When it is rolled out more widely, it will be the first full-screen ad format available on the social media platform. Fleet displays are vertical, support 9:16 aspect ratio images and videos (up to 30 seconds long), and have a swipe-up call-to-action. They appear between fleets when users browse fleets of other users or brands, much like Instagram Stories ads.

Although this test is currently limited to a group of US mobile users, the company is also looking at the performance of full-screen vertical ads on the platform. It’s unclear what percentage of users Fleets took over, but whether or not Fleets are staying here, it seems that at some point Twitter advertisers will have full-screen ad formats available in one form or another.

Why we care. Fleet ads can help Twitter maintain parity with Instagram and TikTok promotions. And social media platforms tend to be popular with different demographic groups, so full-screen Twitter ads (whether fleet ads or otherwise) can help advertisers reach audiences that may be harder to find on other social media networks can market.

Read more here.

Instagram Messenger API, The Maliciously Updated Reviews Case, and What If Your Article Goes Viral?

Facebook announces Messenger API for Instagram. The API enables developers to manage all communications in one place, according to the announcement by Facebook.

Google does not remove reviews that have been maliciously updated. A reviewer constantly updates their 1-star rating with a single letter to put their “last updated” rating at the top of the list.

My left stroke just went viral. What if your SEO Article Goes Viral? The White House development team has taken your recommendations to heart.

84% of buyers made a purchase based on influencer recommendations

New data from Inmar Intelligence shows that consumer actions as a result of influencer marketing have increased since the pandemic. “Consumers are spending more time on social platforms as a result of the pandemic, making this channel increasingly important for marketers. When asked why consumers trust influencers, Inmar Intelligence found that 61 percent of consumers listen to influencers because they trust their product / category expertise, ”the report says.

  • 67% of consumers spent over $ 150 in the past year based on influencer recommendations
  • 81% of consumers trust an influencer’s recommendation more than a celebrity’s recommendation
  • When asked why they follow influencers, 65% of respondents said they do this to learn more about new products
  • 66% of those surveyed stated that they had made purchases via a social platform (Hello, Instagram Shopping).
  • 74% of respondents use Instagram to get in touch with influencers, closely followed by Facebook (73%) and YouTube (68%)

While we scoff at being “influenced”, many consumers consider influencers to be honest about their reviews of a product or service and trust their recommendations. If you haven’t considered a strategy before, it might be worth checking out in the second half of 2021.

About the author

Carolyn Lyden is Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search, and analytics, she focuses on making things easier for marketers with critical news and educational content.

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