Harry, you are a [reporting] Wizard; Monday daily brief

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Search Engine Land’s Daily Briefing features daily insights, news, tips and advice essential for today’s search marketers. If you want to read this before the rest of the internet, register here to receive it daily in your inbox.


Hello, Marketers and Google Ads (the artist formerly known as AdWords) turned 21 this weekend.

Did you know that Google Ads started out as a service where marketers paid monthly fees and Google set up and manage ad campaigns? Quite ironic considering that many advertisers today bemoan the loss of control and data as Google Ads invests in more automation and manages many elements of ad campaigns on its own. The company offered a self-service option for small businesses “who wanted to run their own campaigns,” which is the foundation of our current advertising platform today.

What did AdWords look like when it first ramped up? “The AdWords program provides low cost exposure on one of the industry’s leading search engines with CPMs of $ 15 or 1.5 cents per impression, $ 12 or 1.2 cents per impression and $ 10 or 1 cent. by printing, for the top, middle and bottom. ad unit positions, respectively, ”the ad said.

Additionally, “Google’s fast-loading AdWords text ads appear to the right of Google search results and are highlighted as sponsored links, clearly separate from search results.” It seems like a lot has changed with Google’s advertising product since its inception, and yet we’ve almost come full circle in so many ways as well.

Carolyn Lyden,
Director of Research Content


How to solve the marketing report conundrum without being a magician

In a recent survey shared on SMX Report, C-Suite executives said sales and leads are the best performance indicators for marketing teams. If sales and leads are the biggest concern of our leadership teams, whether internal or external, what does this mean for PPC marketers?

Such preferences can lead to a level of expectation that marketers are going to create a magic sales faucet, a makeshift fountain, or that there is a secret Google Leads button tucked away somewhere in our toolbox.

And hey, PPC marketers can help do some pretty magical things, but we’re definitely not wizards, at least not in the manner of Gandalf the Gray or Albus Dumbledore. In this tutorial, SMX speaker and Aimclear VP of Growth, Amanda Farley delves deeper into the steps to get reports and metrics right for your audience.

Read more here.


Navigating Google Title Changes: The Roll Out, What’s Happening Now & What You Can Do About It

In August, Google introduced a new system for generating title links (the title of a search result in Google search). “That’s because we believe our new system produces titles that work better for documents overall, to describe what they’re about, whatever the particular query,” the company explained.

However, during the initial rollout of the new system, SEOs provided Example after Example after Example headlines that not only do not describe the topic of the page, but can also confuse users and dissuade them from clicking on them. Fortunately, things have improved since then, but placing blind trust in Google’s new system can mean that you are relinquishing control over a crucial aspect of your content, which could ultimately affect your business. Below you’ll find a summary of how the changes to Google titles have evolved, how you can check if your titles have been changed, and what you can do to regain control of them.

In this in-depth analysis, publisher George Nguyen explains what’s changed, what to do if you think Google is changing your titles, what to do if you don’t like the changes Google has made, and what those changes mean for the future. .

Read more here.


How to Fix SEO Problems That Are Keeping You From Achieving Your Goals

During this year’s SMX report, JR Oakes, Senior Director of Technical SEO at Locomotive, provided insight into the SEO issues that keep us from achieving our goals. He took a holistic look at the resources, communication, and mental constructs around SEO that often hinder progress. Often times, we are looking for the quick fixes that lead to major improvements in rankings. These still exist, but the relationships involved in connecting with customers and the website with users are where the most lasting value can be found.

In this article, Oakes reviews the 8 ways SEO teams can overcome major issues and achieve their KPIs and achieve their goals:

  1. Businesses need the buy-in and resources of the team to be successful with SEO.
  2. SEO teams should focus on clear communication and effective prioritization.
  3. The key areas to consider in SEO strategies are links, content (page satisfaction), experience, and relevance.
  4. GIGO is a real thing. Take the time to slow down with precise XML sitemaps, custom metrics, user feedback mechanisms, and more. can make your life easier and provide you with data to inform growth.
  5. Spend time watching user sessions. You will thank me.
  6. Work hard to make sure your pages either solve a problem or provide the correct answer.
  7. Watch how the content on your page aligns with user searches provided by Google.
  8. Write to support and develop your site’s subject matter expertise. Credibility is the key.

Read more here.


Jobs: looking for something new? Check Out the Latest Search Marketing Jobs

Marketing Automation Strategist @ The Keller Group (Greater Phoenix Area, remote)

  • Salary: $ 75k- $ 90k / year
  • Strategize and create multi-channel campaigns on email, social media, web and paid media
  • Present innovative digital strategies to peers, prospects and existing customers

Head of Growth and Marketing @ Insight Global (California, US, remote)

  • Salary: $ 130,000 to $ 150,000 / year
  • Lead customer acquisition initiatives by strategizing and executing growth marketing campaigns through paid, organic, social, and search ads.
  • Analyze and optimize the performance of campaigns on major platforms such as Twitter, Linkedin, Blog, Google Search, etc.

Associate e-commerce director @ Havas Media Group (London, England, United Kingdom)

  • Salary: £ 50,000- £ 60,000 / year
  • Support our existing and future clients with e-commerce consulting services – focusing (but not exclusively) on new product development, roadmap definition, experience management and creation support of business cases
  • Have extensive experience with ecommerce tactics and how to influence physical and digital journeys.

Content Marketing Manager @ GoHealth (Texas, United States)

  • Salary: $ 85,000 to $ 90,000 / year
  • Develop a master content plan that meets the goals of lead generation and strategic branding; translate this plan into an editorial calendar and manage the workflow to be executed
  • Create short and medium direct response content for lead generation, including native articles, landing page copy, and paid social ads

Want the chance to include your job posting in the Search Engine Land newsletter? Send details here.


What We’re Reading: What does “shoppable” content mean for the upcoming holiday season?

We’ve talked about it a thousand times, probably, but the pandemic has sped up e-commerce and online retailing. It’s a fact of life that COVID shopping trends have become a way of life now. People expect to find what they need online (whether they are considering having it delivered or picking it up locally), and this reality coupled with advancements in AI and VR technology means that retailers are looking for ” purchasable content ”to increase their online sales. holiday season.

How are the platforms doing? Mike Boland covers the top 3 for StreetFight here.

  1. Pinterest. “Pinterest recently rolled out the ability for merchants to automatically create videos from products they’ve already posted on their accounts. This creates a slideshow that taps the demand around videos and story-based formats in social feeds. The videos also link directly to merchant payment pages. Along with this, Pinterest creators can tag brands in their Pins, which is a useful addition for affiliate marketers and influencers.
  2. TIC Tac. TikTok continues to expand its shopping options, ads, and integrations. One example is TikTok Shopping, which “allows Shopify merchants who have a TikTok For Business account to add a” Shopping “tab to their TikTok profiles. This in turn allows them to sync product catalogs and create mini storefronts on TikTok. Integrations therefore continue to expand in several directions, ”said Boland.
  3. Youtube. YouTube just announced this week that it is expanding its live shopping program. This gives merchants a QVC-like format to broadcast product demos. It all takes place through a week-long event called “YouTube Holiday Stream and Shop ”from November 15. The move elevates YouTube to a shopping destination.

Purchases are no longer only made on e-commerce sites. Social and streaming platforms are becoming retail destinations (especially as the holiday season approaches) with purchasable content. Retailers will need to take advantage of integrations to ensure they are present across all channels this buying season.


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 it easier for marketers to work with important information and educational content.

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