Monthly Archives: December 2021
The default ad type in Google Ads has been shifted from Expanded Text Ads to Responsive Search Ads. Learn the changing scenarios for advertisers and how RSAs compare to ETAs.
Read more at PPCHero.com
- 12 months, several curveballs, and some masterstrokes
- If you missed out, today is a great day to look through the Search Engine Watch lens for the year gone by
- Key themes that were front of mind in 2021 – Google’s updates, cookie death counter-strategies, mastering customer experience elements, trust-building, and alternatives for search marketing and ranking
As the world, people, and of course businesses motored through a year of uncertainties – these crackers of articles gave your strategies an unfair advantage.
You asked, “What is Page Experience, anyway? Do we really need to have an overflowing to-do list?” – and we answered everything around this enigma. This piece touched upon every aspect, angle, and action point that SEOs needed to know.
The ad tech and search industry continued to remain precarious that Google will use the cookie deprecation as a new way to establish market dominance to feed its own interests. Google expert, Susan Dolan drew from her rich experience and detailed realities of the search scape. She also shared insights and predicted future key themes that rose out of the 3p cookie death.
As the industry bid farewell to BERT, Google’s Multitask Unified Model (MUM) update in June 2021 opened new search experience dimensions. The cranked-up competition for search visibility between businesses and advertisers – left SEO practitioners and agencies with yet another burning question, “How will we win MUM’s good graces?” Joe Dawson’s comprehensive guide left no stone unturned.
“Kill your darlings”, yes, we said it! Though it sounded outlandish, this piece held wise and valuable advice from best-selling author Joe Pulizzi on why this could be one of the best business decisions you could’ve made in 2021.
Everyone is obsessed with Google, but did you know Reddit is the seventh most popular website in the US while Quora has a DR of 91? This guide shone a light on how your search strategy could take advantage of these platforms with diversification, tap into great brand-building opportunities, and enhance your E-A-T standing.
The third-party cookie still stands at a crucial intersection between digital marketing, SEO, paid media, web design, and several business tangents. The industry needed to think hard and think differently for a contingency plan. SEO pioneer, serial entrepreneur, and best-selling author, Kris Jones helped weave a tight SEO and search marketing strategy way ahead of 2022. Why? Because a stitch in time saves nine.
The internet continued zigging in a privacy-focused direction as a response to consumers’ increasing demand for a transparent, responsible, and ethical outlook towards their data. First-party data became indispensable and consumer trust, invaluable. While the playing field inched closer to the great reset, we revealed some hidden first-party gems every business could use to redesign their search marketing strategies.
The story of SEO and UX began almost 20 years ago with both making a foray into the market in the 1990s. Since then, SEO practitioners saw seasons change and the Page Experience, paired with data analysis finally etched UX as a key ranking factor. Atul Jindal condensed years of his experience working with fortune 50 companies into this SEO guide to help you win at SEO and search experience.
The pandemic didn’t let us forget that while every business is unique, budgets too took a hit, making allocation stringent. But why did so many businesses still stick to the “big guns” when allocating spending? Adzooma CEO Rob Wass and Cambridge University’s Akanshaa Khare joined forces to challenge this notion. They produced some truly unique insights that would make stakeholders rethink their media spending habits.
Everyone remembers the chaos surrounding the Core Web Vitals in early 2021. SEO folks were keen to get ahead on optimizing their site and Twitter threads were full of speculation. Armed with information, we shared a 28-point checklist on action items to spot, optimize, and embrace the inevitable rollout of these new ranking factors.
Thank you for being valuable supporters throughout our journey. Team Search Engine Watch wishes everyone a happy year-end and an adventurous 2022!
*Ranked on page views, time on page, and bounce rate.
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I hope everyone is having a wonderful holiday. I have many home pages that I have been visiting and profile pages containing links to SEO documents. I regularly read patents from Google to keep up with what is getting researched there, and white papers from search engineers are worth tracking. If you haven’t had a … Read more
The post Search Engineers Home Pages and Research Profile Pages appeared first on SEO by the Sea ⚓.
This Patent Uses A Image Content Analysis With A Geo-Semantic Index To Build Search Recommendations It’s interesting seeing Google combining Google Maps with a better understanding of the Semantic Composition of areas within that map, analyzing images from sources such as streetviews. This patent reminded me of another one recently granted to Google, which I … Read more
The post An Image Content Analysis And A Geo-Semantic Index For Recommendations appeared first on SEO by the Sea ⚓.
Google Analytics helps you measure the actions people take across your app and website. By applying Google’s machine learning models, Analytics can analyze your data and predict future actions people may take. Today we are introducing two new predictive metrics to App + Web properties. The first is Purchase Probability, which predicts the likelihood that users who have visited your app or site will purchase in the next seven days. And the second, Churn Probability, predicts how likely it is that recently active users will not visit your app or site in the next seven days. You can use these metrics to help drive growth for your business by reaching the people most likely to purchase and retaining the people who might not return to your app or site via Google Ads.
Reach predictive audiences in Google Ads
Analytics will now suggest new predictive audiences that you can create in the Audience Builder. For example, using Purchase Probability, we will suggest the audience “Likely 7-day purchasers” which includes users who are most likely to purchase in the next seven days. Or using Churn Probability, we will suggest the audience “Likely 7-day churning users” which includes active users who are not likely to visit your site or app in the next seven days.
In the Audience Builder, you can select from a set of suggested predictive audiences.
In the past, if you wanted to reach people most likely to purchase, you’d probably build an audience of people who had added products to their shopping carts but didn’t purchase. However, with this approach you might miss reaching people who never selected an item but are likely to purchase in the future. Predictive audiences automatically determine which customer actions on your app or site might lead to a purchase—helping you find more people who are likely to convert at scale.
Imagine you run a home improvement store and are trying to drive more digital sales this month. Analytics will now suggest an audience that includes everyone who is likely to purchase in the next seven days—on either your app or your site—and then you can reach them with a personalized message using Google Ads.
Or let’s say you’re an online publisher and want to maintain your average number of daily users. You can build an audience of users who are likely to not visit your app or site in the next seven days and then create a Google Ads campaign to encourage them to read one of your popular articles.
Analyze customer activity with predictive metrics
In addition to building audiences, you can also use predictive metrics to analyze your data with the Analysis module. For example, you can use the User Lifetime technique to identify which marketing campaign helped you acquire users with the highest Purchase Probability. With that information you may decide to reallocate more of your marketing budget towards that high potential campaign.
View the Purchase Probability of users from various marketing campaigns.
You will soon be able to use predictive metrics in the App + Web properties beta to build audiences and help you determine how to optimize your marketing budget. In the coming weeks these metrics will become available in properties that have purchase events implemented or are automatically measuring in-app purchases once certain thresholds are met.
If you haven’t yet created an App + Web property, you can get started here. We recommend continuing to use your existing Analytics properties alongside an App + Web property.
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Rising consumer expectations and changing industry regulations have set higher standards for user privacy and data protection. This has led many businesses to revisit how they are managing data in their Google Analytics accounts. To help, Analytics provides businesses with a variety of features to control how their data is used. Here is an updated overview of controls in Analytics that govern how data is collected, stored, and used–all of which can be adjusted at any time.
Three ways businesses can manage data in Google Analytics:
Control the data settings in your account
You can access various settings in your Analytics account to control how you collect, retain, and share data.
Decide if you need to accept the Data Processing Terms.
The optional Data Processing Terms are meant for businesses affected by the European Economic Area General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other similar regulations. You can review and accept the terms if needed in your Analytics account, under Account Settings.
Anonymize IP addresses for your Web property.
When you enable IP anonymization in your Web property, Analytics will anonymize the addresses as soon as technically feasible. This may be useful for you to comply with your company’s privacy policies or government regulations. For Apps properties and App + Web properties, IP anonymization is enabled by default.
Disable some or all data collection.
Set the data retention period.
You can select how long user-level and event-level data is stored by Analytics, and whether new events can reset that time period. Once that amount of time has passed, the data will be scheduled for automatic deletion from your account and Google’s servers.
Select what data you share with your support team and Google.
The data sharing settings allow you to customize whether to share Analytics data with Google, including whether to allow Google technical support representatives and Google marketing specialists to access your account when you want support using the product or performance recommendations.
Review your Google signals setting.
The Google signals setting allows you to enable additional features in Analytics like remarketing, demographics and interests reports, and Cross Device reports. You can also further customize this setting to keep Google signals enabled for reporting while limiting or disabling advertising personalization.
Choose whether your data is used for ads personalization
Digital advertising helps you reach people online and drive conversions on your app and website. When you enable ads personalization in Analytics, for example by activating Google signals, you gain the ability to use your Analytics audiences to personalize your digital ads which can improve the performance of your campaigns. You can customize how your Analytics data is used for ads personalization.
Control ads personalization for your entire Analytics property.
You can choose to disable ads personalization for an entire property, which will cause all incoming events for that property to be marked as not for use in ads personalization. You can manage this in the property settings of your account.
Control ads personalization by geography.
If you need to set the ads personalization setting for your property at the geographic level, you now have the ability to enable or disable this setting by country. And in the United States, you can adjust the setting at the state level.
Allow or disallow ads personalization by state in the United States
Control ads personalization by event type or user property.
In App + Web properties, you can adjust the ads personalization setting for a specific event type or user property. For example you can exclude specific events or user properties from being used to personalize ads and only use that data for measurement purposes.
Control ads personalization for an individual event or session.
You can also manage whether an individual event or session is used for ads personalization. For example, if you need to obtain consent before enabling the setting you can dynamically disable ads personalization at the beginning of the session and on each subsequent event until consent is obtained.
Independent of these ads personalization controls that Analytics offers to advertisers, users can control their own ads personalization setting for their Google account. Once they’ve turned off this setting, Google will no longer use information about them for ads personalization.
Remove data from Analytics
You can remove your data from Analytics for any reason and at any time. You can request the data to be deleted from the Analytics servers or delete information for a single user.
Request data to be deleted.
If you need to delete data from the Analytics servers, you can submit a request for its removal. There is a seven-day grace period starting from the time you make the request before Analytics will begin the deletion process. All administrators and users with edit permission for your account will be informed of your request and have the ability to cancel the request during the grace period. Similar functionality will be available in App + Web properties soon.
Delete data for individual users.
You are able to delete a single user’s data from your Analytics account. If you have edit permission for the account, you can do this through the User Explorer report in Web properties or the User Explorer technique in the Analysis module in App + Web properties. Data associated with this user will be removed from the report within 72 hours and then deleted from the Analytics servers in the next deletion process. Your reports based on previously aggregated data, for example user counts in the Audience Overview report, won’t be affected. If you need to delete data for multiple users, you can use the Analytics User Deletion API.
Delete a property.
All of the above features are available to use right now. For more information, please visit the Help Center.
We hope that you found this overview of current controls helpful. Google Analytics is continuously investing in capabilities to ensure businesses can access durable, privacy-centric, and easy to use analytics that work with and without cookies or identifiers. Please stay tuned for more in the coming months.
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