One more automation characteristic rolling out in Google Advertisements; Friday’s day by day temporary

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Good morning Marketer, and on that day in 1995, Amazon sold its first book.

Interestingly, the book Fluid Concepts and Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought, which explored the concept of human intelligence through computer modeling. It essentially assumes that “the terms analogy and fluidity are fundamental to explaining how the human mind solves problems and to creating computer programs that display intelligent behavior”.

Here we are 26 years later and Jeff Bezos (former bookseller) will fly into space in a few days, machine learning algorithms and AI pretty much control the world (fintech, healthcare, security, software, media and more) and technologies like that of Google MUM works understanding the fluidity of the connections the human brain makes to handle more complex requests.

We haven’t gotten to the point where computers can “think” just like humans, but we’re dramatically closer than when Bezos sold his first book – and we got there pretty quickly, too!

Carolyn Lyden,
Search Content Director

Optimized targeting expands your audience to include those who are most likely to convert

Optimized targeting “uses audience and demo inputs as signals to get more conversions within the campaign goal, so you see impressions outside of your set targeting signals. To make it easier to differentiate, set signals are marked as ‘Signal’, ”Ginny Marvin, Google Ads Liaison, confirmed in a tweet.

The new feature, not yet available to everyone, “extends to users likely to convert by profiling what a converter looks like based on real-time conversion data.”

Why we care. This new feature can help you attract new customers or encourage repeat purchases from existing customers, but it can also be costly for those on a smaller budget. As with any machine learning or AI driven search functionality, it is important to keep track of how your money is being used. It is activated automatically and must be deactivated manually in your settings.

Read more here.

Deep Dive: What does FLoC mean for advertisers? And what are the new opportunities with cohorts?

Frederick Vallaeys, co-founder of Optmyzer and one of the first 500 employees at Google, delves deeply into the topics and challenges surrounding FLoC in his latest article for Search Engine Land.

“FLoC (Federated Learning of Cohorts) is an interesting bird: mysterious and critically endangered,” he writes. “If it goes away without replacement, advertisers, along with the end of third-party cookies, can see a dramatic shift in the effectiveness of interest-based targeting. So despite the recently announced delays in setting third-party cookies in Chrome, it’s worth knowing what FLoC is all about. “

Vallaeys is investigating the need for an alternative to third party cookies; FLoC’s claims to protect user privacy; and potential benefits for – and new opportunities for – advertisers.

“Rest assured, even if there is no substitute for third-party cookies, this doesn’t necessarily mean the end of interest-based audience targeting, as ad technology companies like Google are already using signals beyond third-party cookies to create audiences. The point is that they would lose a strong signal and, as a result, advertisers would have to monitor any resulting performance shifts more closely. “

Read more here.

The SEO Periodic Table: Content Success Factors

Since February 2011, when Google’s Panda algorithm update took the web by storm and affected nearly 12% of US results, web administrators have realized that content matters – and a lot. Panda is said to be Google’s way of weeding out “content farms” – groups of pages with thin content that has often even been copied from other locations. However, since the algorithm’s focus was on punishing superficial and poor quality content, it meant that efforts to develop deep, high quality content would be rewarded.

In the Content element grouping, we examine the facets of high-quality, in-depth content. It starts with best practices like running keywords Research (Rs) to identify what users are looking for and then engage them Keywords (Kw) in your content. However, it is more important Quality (Qu) – indicating the importance of having well-written pages that add value to readers. Search engines also reward search Freshness (fr), Rank websites higher if they are updated frequently.

Pictures and Videos – Multimedia (mm) – are important ways of having quality content Depth (Dt), especially as the proliferation of high bandwidth connections makes these formats easier to use even when users are browsing on their phones.

Speaking of new ways to access content that Answer to) Element represents the value of explicitly answering user questions on your pages. We added this because if you do this well enough, your page will show up as a Featured Snippet or return as a voice search result in the Google Assistant.

Read more about the content success factors or Download the entire SEO Periodic Table.

Dynamic exclusion lists, update your WooCommerce and GDS for local SEO

3 reasons to use dynamic exclusion lists. Dynamic exclusions help protect your reputation, maximize your budget, and save time, according to Wordstream’s Susie Marino. “If you’re a smaller account running local PPC with limited time and a lack of helping hands, this will help ease the extra work of adding content exclusions manually all the time.”

Critical vulnerability discovered in WooCommerce: what you need to know. Conveniently, this article doesn’t tell us what the vulnerability was (“If a store was affected, the information disclosed is specific to what this website stores, but may include order, customer and administrative information”), but if you have if not yet – update your WooCommerce plugin.

Google Data Studio dashboard for local keyword research. “For some, it can be daunting to dive into GSC and find everything, what, where, why, when, how, etc., type in search queries, so I created a simple Data Studio dashboard to put the data in a lot to visualize a clearer format, ”wrote Andy Simpson.

What we read: “The whole value proposition for Google is that it distinguishes between different possible outcomes”

While the motives behind regulating Google have some merit, the idea of ​​classifying and treating Google as a public utility or general transportation company just doesn’t apply – that’s the insight from Gilad Edelman’s article for Wired.

“Public service arises from a contractual relationship between government and the entity that is supposed to be public service,” said Barbara Cherry, professor at Indiana University Media School who studies general transportation law and public utility law. There is no such relationship between Google and the governing bodies.

“A common carrier was someone who offered to move something to every member of the public,” wrote Edelman. “Anyone who chose to do business this way was subject to certain legal obligations, including non-discrimination.” The thing is, Google doesn’t promise to be neutral because the very foundation of its business is ranking search results and the auctioning of ad inventory – two fundamentally discriminatory practices.

But nobody wants Google to stop auctioning off advertising space or ranking results. “If you mean non-discriminatory in a much narrower sense, such as For example, if Google’s algorithm includes whether the website is conservative, liberal, or based on something else – gender, race, what do you have – then Google could say that they are strictly non-discriminatory. But that doesn’t easily fit into the joint promotion issue, ”said Scott Jordan, former chief technologist for the Federal Communications Commission and current professor of electrical engineering and computer science at UC Irvine.

The differing levels of familiarity with technology and law among all stakeholders (regulators, big tech, and the general public) adds another layer of complexity that tends to hold back momentum – and for good reason, as rush is a poor priority on these initiatives could create for the future.

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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