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Good morning, Marketers. Let’s discuss misinformation and search.
Living through these polarizing times has been challenging, and running a business in this climate is no less daunting. It’s crucial to share our knowledge of search and digital marketing to bridge the information gap and make it easier to connect with audiences, colleagues, and loved ones knock on wood.
Last week, I emphasized the importance of educating friends and family about search. Today, I want to explore a different angle: understanding how search works can help people identify misinformation, fostering unity in our society.
Remember last summer when social media falsely claimed Google search results provided evidence that the pandemic wasn’t real? "That’s just how search algorithms work, and the pandemic is that widespread," I thought. But many still believe the misinformation, and when trust breaks down, it can lead to dangerous outcomes.
Don’t wait for polarizing events to start sharing your knowledge about search—by then, it might be too late. Find a suitable time and ask, "Can I share a bit about my work with you?" Ensure your explanation is relevant to your listeners. Marketing is about connecting with people who are open to connecting with you, and this is no different.
George Nguyen, Editor
Google’s July 2021 core update is "effectively complete"
Yesterday, Google announced that the July 2021 core update, which started on July 1, 2021, is now "effectively complete" and done rolling out. The update was mostly felt on July 2nd and July 9th, with additional signs on July 12th.
The sister update, the June 2021 core update, started on June 2, 2021, and completed on June 12, 2021. The June update seemed more impactful than July’s. Hope this latest update treated you well!
Video Extensions in Microsoft Advertising
Microsoft Advertising has introduced Video Extensions globally, enhancing visual ads in search. Currently, mobile Video Extensions are only available for U.S. advertisers.
When triggered, a preview with a play button appears in SERPs. Users can click the video, which opens in an overlay with an action link directing them to a chosen landing page. This extension offers an interesting opportunity, particularly as most video ads are on platforms like YouTube.
tROAS bidding for App campaigns on Android
At Google’s Games Developer Summit, it was announced that target return on ad spend (tROAS) bidding for App campaigns for engagement will launch as a closed beta. These campaigns aim to re-engage users and foster loyalty.
Why we care: If you’re using App campaigns for engagement, tROAS bidding allows you to adjust bids based on the value returning users create, potentially increasing revenue.
Q&A isn’t the only way to create relevant content
“Why read a book… I can just read an FAQ?” Is the question-answering mindset limiting SEOs? Mordy Oberstein argues that answering questions is part of the process but not the end goal. Offering information as a corpus goes beyond direct answers to include the "information periphery."
Core web vitals: Improvements start once out of the "poor" area
Google’s John Mueller clarified that scoring 100 on core web vitals isn’t essential for gains. Positive effects begin once you’re out of the red. "It’s not a magic bullet; we use lots of factors for ranking, and relevance remains very important," he added.
Is it time to get back to business as usual?
“The idea of returning to business as usual is comforting,” said Marketoonist creator Tom Fishburne. “But when has business as usual ever been usual? We’re always moving forward, not back.”
Insights from Sundar Pichai
Big tech CEOs generally fall into two groups: the outspoken types like Zuckerberg and Musk, and the quieter types like Pichai and Cook. The former often surprise the public for no obvious reason, while the latter are enigmatic because they keep to themselves.
The BBC’s Amol Rajan interviewed Google’s Sundar Pichai, summarizing his past, influences, and character. Pichai’s discussions about technology’s impact on his life align with Google’s initiatives to address significant issues, although these efforts seem less frequent lately.
Regardless of your views on Google, it’s enlightening to understand the monumental task of running one of the most impactful companies ever.
