Google is pushing onerous to make it simpler to create advertisements; Tuesday’s each day temporary
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Good morning marketers, just because you can doesn’t mean you should.
I moderated a number of Q&A sessions at SMX last week and I noticed some attendees asked how they could create content that could appear as part of the passage ranking in search results.
Improving your visibility in search results is generally a good thing, but if you put the effort into doing it, it can backfire, especially if you sacrifice the usability. The Passage Ranking is designed to help users discover information contained in your content, but not necessarily the main subject of that content – Google SVP Prabhakar Raghavan even uses the term “needle-in-a-haystack information” in the company’s official announcement .
If your content answers niche questions on the side and you get more SERP visibility in return, that’s a nice bonus. But structuring your content accordingly can be a mistake. Here’s why: If your content shows up based on passage rankings, it may mean that no one is really answering that question, which probably also means that the search volume for that query is low. And highlighting otherwise tangent details in your content (e.g. by breaking it down into its own H2) could disrupt the user experience for your main audience, which you should prioritize instead of confusing it with formatting that is normally reserved for them, more relevant Information.
However, this does not only apply to the passage ranking. Always evaluate how a change in search visibility might affect your audience’s experience before large-scale implementation. After all, all the rankings in the world mean nothing if you just unsettle your visitors.
Google makes it easy for SMBs to create YouTube ads
The new workflow for creating YouTube mobile ads (left) and campaign metrics (right).
Google introduced a new YouTube ad creation workflow specifically designed for SMBs. Now available worldwide on desktop and mobile devices, advertisers can create a campaign by simply uploading a video, selecting the audience they want and setting a budget. Along with the new workflow, the company is also introducing a simplified campaign metrics dashboard.
Why we care. Previously, advertisers had to access the full functionality of Google Ads to launch a video campaign on YouTube, which could be intimidating for SMBs working with fewer resources. This new workflow makes it easier for advertisers to start their campaigns with a user interface that better suits their needs and level of experience.
Read more here.
Google is trying to streamline the asset creation process for advertisers working across different media. Yesterday, the company announced Ads Creative Studio, a central hub for its creative advertising tools. It will be launched in the beta phase for Display & Video 360 customers at the end of July and for selected YouTube Ads customers in September. In the following months, additional functions will be made available to a broader group of users.
When it’s available, Ads Creative Studio Director will include Mix, Audio Mixer, and Dynamic Display, as well as HTML5, though the company plans to add more features over time. Having these tools in one place can help advertisers improve operational efficiencies, but it can also make cross-team work easier as Ads Creative Studio allows multiple users to work on the same project, which can be especially useful when a another team responsible for assets is creation.
Read more here.
Finally, Shopify site owners can edit their robots.txt files
Shopify now allows website owners to edit their robots.txt files, Shopify CEO Tobi Lutke announced on Friday via Twitter. For Shopify sites, the robots.txt file can be edited using the robots.txt.liquid theme template.
Why we care. Robots.txt files tell search engines which pages on your website they can access. While this is a basic feature, some SEOs and Shopify merchants have waited years to get this feature. “Robots.txt was our most requested SEO feature, and we believe that giving access to edit this file will allow store owners to take control of how their content is crawled,” said Jackson Lo, SEO Lead, Growth at Shopify, across from Search Engine Land. Now Shopify store owners can edit their robots.txt files to prevent certain URLs from being crawled, add additional sitemap URLs, block crawlers, and so on.
Learn more about Shopify SEO.
Hot interpretations of CLV, the future of paid media, and Google’s vague declarations of site authority
Appreciate your customer lifetime value. Tom Fishburne, also known as a marketoonist, compares the estimate of the CLV to a carnival game, but he also drops some wisdom about how to approach customer acquisition decisions.
Put paid media aside and make room for the future. Frase’s Bill King believes budgets will shift away from paid ads to affiliate and influencer marketing. What are you taking Reply to the thread and tag me happy, I’m @geochingu.
Google has no concept of page authority. Barry Schwartz unpacks a seemingly simple tweet from Google’s John Mueller. In short, Google seems to require an understanding of the entire website.
Could Google run an ad exchange that works on behalf of both advertisers and publishers?
Could an attorney represent both the defendant and the plaintiff? Could a real estate agent represent both buyers and sellers? These examples are obvious conflicts of interest. And that’s what Dina Srinivasan, antitrust researcher and advisor to the Texas Attorney’s Office on her case against Google, in her opinion piece for the New York Times, compares it to Google’s advertising business.
When federal regulators approved Google’s acquisition of DoubleClick, it wasn’t necessary for Google to separate the department that helps publishers sell their ad space on exchanges from the department that helps advertisers buy ad space, or the department that operates the exchange. “The consequence of all this is that websites, apps and advertisers that offer consumers everything from news, games and consumer goods to selling ads make less money and have to pass more money on to exchanges and other intermediaries,” wrote Srinivasan.
The antitrust authorities are currently responsible for correcting the competition. Some have been successful, but litigation usually lasts for years. “Legislators could solve these problems by giving a federal agency such as the Federal Trade Commission the power to monitor conflicts of interest and enact rules against self-dealing in emerging currency markets such as advertising,” suggested Srinivasan as an alternative. “The approach is in line with the recently published bill in the House of Representatives to force major corporations to divest assets or discontinue self-preference. After all, Congress did this for the stock market, and it can do it with cryptocurrency. “
About the author
George Nguyen is an editor at Search Engine Land, specializing in organic search, podcasting, and e-commerce. His background is journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.