Scott Services

Sunday, 31 October 2021

Daily Search Forum Recap: March 20, 2020

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

Search Buzz Video Recap: Google & Bing Algorithm Updates To Continue, Google Ads Policy Appeal & Page Speed Changes

Firstly, I hope everyone is doing well. There was a possible Google search ranking update this week, it was not confirmed. 58% of SEOs prefer that Google does not do algorithm updates during the coronavirus outbreak…

Google Ads Restricts Targeting Some Government Documents & Official Services

Google announced that Google Ads has a new ad policy starting in May it will no longer allow ads for documents and/or services that can be obtained directly from a government or a delegated provider. This policy goes into effect on May 26, 2020.

Google Won’t Hide News Behind Paywalls

Many are now frustrated that when they are searching for news around the coronavirus and COVID-19, often after they click on the result, a paywall comes up on the news site asking to pay to see the story. Danny Sullivan from Google said Google wouldn’t give searchers a way to hide such sites in the search results.

Google Ads Has A New Ad Policy Appeal Process

Google announced a new way to appeal policy issues within Google Ads. Instead of going through support, you can now request appeals to ad policy issues a new way. You can make these requests via Google Ads.

Google Knowledge Panel Displaying A Large Video

Here is a screen shot of Google showing a large video in a Google knowledge panel. Brian Freiesleben spotted this and posted about it on Twitter, it comes up for a query on [ps5]. Google has shown videos on local knowledge panels prior, but not sure if they were this big before.

Google Says It Should Continue To Improve The Search Results

Google’s John Mueller said on Twitter that he feels Google should continue to try to improve the search results even during the coronavirus outbreak. “There are lots of great sites that deserve to be shown where relevant, if we can,” he added.

Googler Social Distancing Outside At GooglePlex

I assume this photo is from a while ago but this Googler is kind of documenting her days during the coronavirus crisis. So I assume this is a photo of herself alone, outside at the GooglePlex on those

Other Great Search Forum Threads:

Search Engine Land Stories:

Saturday, 30 October 2021

WPP wants to train 50K employes on AI. Here’s how they plan to do it.

Last month, WPP, the holding company for multiple agencies and networks including Oglivy, GroupM and Kantar, released its annual results for 2019. The company put forth a number of objectives across various business units, but one line especially caught our eye: “In the next two years, we plan to train 50,000 people to be able to articulate the power of artificial intelligence and its value to clients, and to accredit 5,000 data scientists, engineers and creative technologists in the key marketing technologies.”

Training a full staff on AI is no easy task, but to undertake an initiative to train 50,000 people is something that takes enormous coordination.

Martech training: It takes a village

“Our AI skills development program is very exciting and spans executive education,” said WPP’s CTO Stephan Pretorius. To make its AI training goals a reality, WPP is currently developing a graduate diploma with Oxford Saïd Business School and rolling out a data science academy created in partnership with General Assembly. The company has also developed its own AI Demystified course for non-technical staff.

“It takes some passionate, dedicated people to plan and roll out these programs, but most importantly, it requires curious and open-minded employees with a hunger for learning,” said Pretorius.

Even before announcing its plans to train more than 50,000 people on AI programs, WPP already offered several certification opportunities for staff.

“In terms of marketing technology, Google Marketing Platform, Adobe Experience Cloud (including Magento and Marketo) and Salesforce (Marketing, Commerce, Service etc) are the largest, and we have a continuous program of training and certification across our agencies running on these,” said Pretorious. Beyond martech, the company’s biggest cohort of certifications involves Adobe Creative Cloud, which Pretorius says is used by almost half of its global organization every day.

Breaking down tech barriers

Pretorius attributes WPP’s technology achievements to the company’s ability to bring together various business units, creating an internal tech community of sorts that addresses technology endeavors.

“The key to success has been to bring the full organization on the journey with us,” said Pretorius, “We formed a group-wide Technology Council compromising of the CTOs and product leads from all the agencies to build a robust community and accelerate collaboration.”

His group includes a central CTO organization of approximately 30 people focused on four key areas:

Scaled global partnerships with partners like Google, Facebook, Amazon, Microsoft, Adobe, Salesforce and IBM.
Distributed innovation, an initiative that is centered on accelerating and industrializing innovation across WPP’s agencies.
Deep specialization which involves developing skills in modern marketing technologies, cloud and creative technologies, and digital media platforms. This is where the company’s training component fits in to its overall technology objectives.
WPP’s OPEN platform, a shared platform where business units are able to access data, applications and solutions across WPP’s tech landscape, as well as from the company’s technology partners.

The CTO says that WPP’s technology capability is crucial to the company’s long-term competitiveness and differentiation.

Spreading data and analytics across the organization

The bulk of WPP’s data and analytics resources sit within the company’s agencies which include GroupM, Wunderman Thompson, Ogilvy, VMLY&R and AKQA. The agency teams spend their time delivering client projects, while WPP, the holding company, exists to support the agencies and ensure they have the best tools, training and data sets that enable them to do their work.

“We’ve integrated our data and analytics capabilities directly into our agencies as opposed to creating a separate, specialist delivery organization,” said Pretorius, “We believe almost religiously in this approach as all modern marketing execution needs data and technology to be successful.”

The necessity of partnerships

Pretorius calls his teams Scaled Global Partnerships” a key element of WPP’s overall strategy, and says the company committed a lot of work last year to better structure their partnerships and make them more holistic.

“In most cases, WPP spends very significant media dollars with these partners and in many cases they are also clients of WPP for marketing services (media planning, creative etc),” said Pretorius, “It made a lot of sense to broaden these relationships further and invest in joint product development, leverage their data and technology assets better in the work we do, and make sure our people are trained properly on their platforms.”

This strategy has benefited WPP two-fold: enhancing the relationships and work they do with their partners and increasing client success across their partner platforms. Pretorius calls it a fantastic, virtuous circle.

“We talk about our mission being ‘Creativity driven by technology’, so this is not an add-on or a nice-to-have. It is imperative that we succeed,” said Pretorius. Defining and delivering WPP’s technology strategy falls primarily on his shoulders, but the CTO says he relies heavily on his CIO partner, as well as the company’s chief client officer, chief marketing officer and chief talent officer, “Digital transformation is very much a team sport!”

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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Bing takes over Yahoo ad delivery: Five things to prepare

January saw the announcement of Bing Ads exclusively taking over management for Yahoo and AOL search ads starting in March.

Oath had been renamed Verizon Media and Yahoo Gemini had switched to the name “Oath Ad Manager” only recently but Verizon (who agreed to the acquisition of Yahoo Inc. in 2016) are clearly trying to consolidate and stabilize the decade-long crumbling of the Yahoo empire. Regardless of the ultimate life expectancy of much of the Yahoo portfolio, the status quo was always on borrowed time.

The key question for agencies and advertisers is, what will it mean in the management of your search advertising?

Impact

The whole handover from Yahoo to Bing Ads is going to be far shorter than version 1.0 of this arrangement, which was implemented around 11 years ago. Only two weeks were allotted from the first blush to full transition, which is now, at the end of March.

The biggest impact here will be in the advertiser workflow. Obviously, you have one less platform but you also have a far better platform set as Bing and Google are very similar now. Bing will, thanks to its increase in traffic data, be able to introduce smart, query-level bidding solutions approximate to Google in a shorter timeframe than before. This will be great news for those seeking efficiency and less time spent on the Bing platform.

From an account management point of view, your year-on-year reviews are going to be more complicated. But you’re also going to have one less budget to forecast. So you win some, you lose some.

Scope

Bing Ads will account for around 35% of search traffic in the US. In international markets where Yahoo is a bigger search engine than Bing, there will be a huge jump.

Since responsive ads (native ads by another name) are in Bing Ads just as they are in Oath/Gemini, your creative will continue to deliver on websites but at a higher volume in a single account.

Search will be easier to control since Oath/Gemini had a different set of options and features, and had very different ad types.

The transition checklist

Assuming you keep your budgets in place on Yahoo and boost your Bing budgets to cope with the impending traffic influx, you should be fine. No action will be needed on Yahoo since the ads will stop serving automatically.
Setting up Bing conversion tracking on your website becomes even more of a priority if you haven’t already.
To counteract the year-on-year comparison issues, just ensure you download all of your Yahoo data, and you should be fine.
If you’re not particularly familiar with Bing (or are not on it) then this is the time to get to know it much better. And, frankly, if you know Google Ads, it shouldn’t be a stretch. However, there is an excellent Academy site you should look over and, with this Yahoo development, achieving an accreditation has even more value.
The good news is that if you have yet to use Bing Ads, the process for getting started is way easier than you may imagine. You can simply create a Bing Ads account and then import your Google account wholesale with the least amount of fuss. There are a few elements you’ll need to tweak once the content is imported (such as bidding strategies and bids in general) but you’ll probably find it to be a relatively painless process.

Screenshot of importing Google ads campaign data

Bing growth

A big takeaway from the last year or so is that Bing is heavily on a growth trajectory. Here are a few data points:

Since 2015, they have grown US search share from 31% to 34% in 2018 (includes Yahoo/AOL) – Source ComScore June 2018
Internationally, Bing has grown at a faster pace (UK: 17% to 20%, FR: 11% to 16%)
Bing Ads now has access to LinkedIn audiences (currently beta but launching fully soon)
Bing is an OS-level search engine across not just Windows but increasingly popular Microsoft computing devices, plus Xbox.
Bing is the voice search engine on Amazon Alexa and the latter’s diversification of Echo and Alexa-compatible devices for presence all over your home and in your car is another crucial factor for the future.
Bing Ads covering all of Yahoo search ads (and, of course, powering Yahoo organic search) this year is a significant cherry on top of all of this.

Conclusion

Be prepared to work harder on optimizing your Bing accounts and you should see more traffic and sales than ever (especially if you never before waded into the murky Yahoo Gemini waters).

Steve Plimmer is the Head of Account Management US at ESV Digital. He can be found on Twitter .

Facebook is to Start rolling Out its New Design Test to a Wider Audience

Facebook has been testing a new design for some time, and it now starting to roll it out to a wider audience to test.

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The Ultimate List of Tech and Marketing Conferences & Events in 2020

We are happy to present you a comprehensive calendar of tech and marketing conferences & events across the globe which covers all areas of online marketing and makes it easier for you to keep abreast of the events that fit your needs the most. Events which will be attended by SEMrush are marked with our logo.

The calendar includes events from more than 50 countries all over the world, so don’t forget to choose the country of your interest in the drop-down menu. And please note that some of the dates haven’t been confirmed yet, but we keep updating the list on a regular basis.

We have already listed many dates for 2020, with more to follow later on. Are you aware of some other conferences & events that are still not on the list? If so, please let us know in the comments and we will add them to list!

There are no events matching your search. Please modify your search criteria and try again.

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First-party hygiene: Facebook shows users when a Custom Audience list was uploaded

Facebook added Custom Audience details to the “Why am I seeing this ad?” notification in News Feed ads in February. Users can see if their contact information was included on a Custom Audience list uploaded by the advertiser. Now, users can also see when a Custom Audience and if the advertiser worked with marketing partners to run the ad.

Why you should care

The change means advertisers need to be extra vigilant about keeping their first-party lists updated.

Previously, users could see ad targeting information such as demographic details, interests, websites they had visited and if they were part of a Custom Audience list. With this latest update, the “Why am I seeing this ad?” notification goes beyond simply letting a user know if they are on a list uploaded by an advertiser, providing a specific date when the Custom Audience list was uploaded and if the list was created by an agency or marketing partner connected to the advertiser.

With this added Custom Audience list information, users may be more likely to hide an ad or report an advertiser if they believe there is anything remiss about their contact information being included on a list. Ultimately, advertisers will need to stay on top of their Custom Audience list targeting practices and implement quality control measures to keep their lists — and whatever lists their agencies may be using — clean.

It’s now even more important to ensure your email unsubscribes are also scrubbed from Custom Audience lists.

More on the news

This latest update also includes a new “Why am I seeing this post?” notification on posts from friends and organic posts from Groups or Pages in a user’s News Feed (visible when a user clicks on the three dots at the top right hand corner of a post). This is the first time Facebook is showing how its News Feed algorithm ranks organic posts.
Facebook also now shows shortcuts to the following News Feed controls: See First, Unfollow, News Feed Preferences and Privacy Shortcuts.
Facebook’s “Why am I seeing this ad?” first launched in 2014, since then the company has added more information to the notification to give users more context and control around the ads they’re shown.

About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Amy Gesenhues

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Friday, 29 October 2021

MarTech Minute: PubMatic launches Audience Encore, Domo’s new no-code solution

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.

FIRST-PARTY TIME. Adtech company PubMatic has launched Audience Encore, a new offering designed to let ad buyers use a publisher’s first-party data across PubMatic’s entire programmatic ad exchange. Media buyers will have access to unique audience segments from publishers and data companies along with the other first-party audience segments they are already buying from traditional sellers. Why we care: This could be a major advancement for media publishers who have first-party data to start monetizing it programmatically alongside their current inventory. (Publishers are currently limited in their ability to sell both inventory and data side-by-side through DSPs). Publishers and data companies also get real-time reporting on audience performance, making it a more transparent process than the current industry standard. Source: PubMatic

A NEW OUT-OF-THE-BOX DEV PLATFORM. Domo this week launched the Domo Data Experience Framework, a no-code, drag-and-drop development environment that aims to make data-driven app creation available to everyone, regardless of their technical skill. The app lets both technical and non-technical employees create and quickly deploy no-code or “rich, highly specialized apps” with little downtime. Why we care: It’s another representation of the industry leaning into an agile-first approach, which requires speed, scalability, and an anyone-can-do-it mindset. Out-of-the-box production solutions have been popping up for a while now and we can expect it more as teams embrace fluid roles and rapid deployment. SOURCE: Domo

About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.

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Scott Services

Sunday, 31 October 2021

Daily Search Forum Recap: March 20, 2020

Search Engine Roundtable Stories:

Other Great Search Forum Threads:

Search Engine Land Stories:

Other Great Search Stories:

Saturday, 30 October 2021

WPP wants to train 50K employes on AI. Here’s how they plan to do it.

Martech training: It takes a village

Breaking down tech barriers

Spreading data and analytics across the organization

The necessity of partnerships

About The Author

Bing takes over Yahoo ad delivery: Five things to prepare

Impact

Scope

The transition checklist

Bing growth

Conclusion

Related reading

Facebook is to Start rolling Out its New Design Test to a Wider Audience

The Ultimate List of Tech and Marketing Conferences & Events in 2020

First-party hygiene: Facebook shows users when a Custom Audience list was uploaded

Why you should care

More on the news

About The Author

Friday, 29 October 2021

MarTech Minute: PubMatic launches Audience Encore, Domo’s new no-code solution

About The Author

Sunday, 31 October 2021

Search Engine Roundtable Stories:

Other Great Search Forum Threads:

Search Engine Land Stories:

Other Great Search Stories:

Saturday, 30 October 2021

Martech training: It takes a village

Breaking down tech barriers

Spreading data and analytics across the organization

The necessity of partnerships

About The Author

Impact

Scope

The transition checklist

Share this article

Related articles

Bing growth

Conclusion

Want to stay on top of the latest search trends?

Related reading

Want to stay on top of the latest search trends?

Why you should care

More on the news

About The Author

Friday, 29 October 2021

About The Author