Search Engine Land’s Daily Briefing provides daily insights, news, tips, and essential wisdom for today’s search engine marketing. If you want to read this before the rest of the internet, Sign up here to get it in your inbox every day.
Good morning marketers, and we knew it was coming, but that doesn’t mean we like it.
That’s at the core of what I see from PPC advertisers in response to Google’s announcement that they will be phasing out ETAs in 2022. The tone is a sad assumption that their jobs could get a little tougher in a few years:
“In my experience, RSAs perform almost everywhere among ETAs,” said Collin Slattery, founder of Taikun Digital. “RSAs almost always outperform ETAs, despite spending millions and over a year of testing. It’s not tight either, ”agreed Sam Tomlinson from EPP Warschawski.
Is someone hopeful or optimistic? “We hope we get cool customization features, assuming we get cool reporting features,” tweeted Aaron Levy, Head of Paid Search at Tinuiti. “I don’t mind losing ETAs, as much as I wish there was better coverage of the various events of an RSA,” added Menachem Ani, founder of JXTGroup.
The good (?) News is that advertisers have ample time to test and prepare. And Google has time to hear the feedback and improve its tools for PPC professionals.
Search Content Director
How to Write Ad Copy That Actually Converts (Plus 3 Key Mistakes To Avoid)
When it comes to creating ads that convert searchers into customers, many advertisers dive into structure, testing, and more, glossing over one of the most important elements of any campaign: copying. Your ad text is the basic building block of your advertising. Getting it right can mean the difference between a Milquetoast conversion rate and adding value to your customers and stakeholders. In her session at SMX Convert, Alyssa Altman immersed herself in writing ad copy that actually converts, including understanding search engines, funnels, intentions, and more. Here are the highlights:
- Search engines are answer engines today. Your ads have to compete with Google’s own in-SERP capabilities.
- Funnels are not linear and the intent is not clear. Awareness and consideration searches take place throughout the funnel. It also allows conversion searches to be performed on what we normally don’t consider bottom-of-the-funnel searches.
- Test your ad text for both ambiguous and obvious intent. The test intent vs. the winning message are two very different avenues. Clearly identifying your end goal will help advance your pre-testing strategy.
Read Altman’s 3 Ad Text Mistakes to Avoid.
Check out our other SMX coverage:
Search engines: Decentralized search is coming to Android in Europe
Starting yesterday, Google’s private, decentralized search engine Presearch will be listed as the default search engine option on all new and factory reset Android devices in the UK and Europe.
One of the latest Google competitors vying for market share: “Presearch is a privacy-friendly blockchain-based startup founded in 2017 that uses cryptocurrency tokens as an incentive to decentralize searches – and thereby (hopefully) relaxes Google’s control over Internet users experience, ”wrote Natasha Lomas for TechCrunch.
In 2018, the European Commission fined Google € 4.24 billion for unfairly using Android to consolidate its search engine dominance. Google agreed to make changes to its default settings and announced earlier this year that it would increase the number of search providers on its default settings page. It has also stopped paying competing search engines to get included. Presearch is one of those options now, but the only search option supported by the cryptocurrency market.
Why we care. We’ve covered Google’s issues with the search selection debate many times, and a new player in the market probably won’t even shake it enough to notice. But Presearch’s advertising model is completely different from what we are used to.
The so-called keyword staking: “Holders of presearch tokens can ‘plug in’ or bind tokens to certain words and expressions. The advertiser who uses the most tokens for a term will then see his ad when someone searches for that term. As a result, when users click that ad link, they get the traffic, ”wrote Kyt Dotson for Silicon Angle.
“Keyword staking is just another way Presearch is transforming the current paradigm of online search. We use blockchain to align the interests of advertisers and users while developing a completely new compensation model for advertising, ”said Colin Pape, Founder and CEO of Presearch.
Also read: The case for advertising in search engines other than Google
Search shorts: local keyword research, title revisions, and new Google Ads annotations
How to Conquer Local Keyword Research. Even if you’re familiar with keyword research for standard SEO, there are many local business and local SEO insights that you may not know about, but which can take your localized organic performance to new heights. Check out the latest course from Claire Carlile and BrightLocal.
Do you want to quickly check that Google has rewritten the titles of a page list? But you don’t have access to paid tools? Jason M from SEOwl made a free version for you.
Google Ads introduces new annotations to emphasize fast shipping, easy returns and new business identity attributes for the holidays. 58% of US Christmas shoppers said they were shopping online more often this season than in previous years, and 59% said they were shopping early to avoid an item being sold out. Now be a step ahead with these new Google Notes.
What we read: Ask the experts – your most important FLoC questions answered
In his highly rated SMX Advanced session “FLoC and the future of Audiences”, Frederick Vallaeys, co-founder and CEO of Optmyzr, discussed the technology behind Google’s data protection initiatives FLoC, FLEDGE and TURTLEDOVE. After the sessions, Vallaeys answered questions from attendees who wanted to learn more about how FLoC will work for B2B advertisers, how Google is testing FLoC cohorts, and how advertisers can be heard by Big Tech on these privacy initiatives.
What does FLoC mean for B2B advertisers? The problem is that a cohort is inherently less precise than an individual. The unfortunate answer is, no, we will not be able to do some of these things. We have got to this point where I think we still have the old ways and, imperfect as they may be, how much can we get from it and this relationship with a third party, a relationship with a first party, because then we can actually do it? do something useful with it.
How does Google test cohorts? Google said we’re going to put people in these cohort buckets. In part of the split test, they used third-party cookie data. So we know you as an individual, unique user who has done all of these things. In the other, we only know that each browser belongs to exactly one cohort. But then there are plenty of cohorts that Google could say are targeting. In this test, they found that it was actually very similar in terms of cost per conversion.
How can advertisers make themselves heard about these offers? Visit privacysandbox.com. Google is involved in all W3C standards and attends meetings on advertising. As advertisers, we can provide feedback on this in the forums. So understand what is happening. Bring your point because many of the people attending these meetings are big actors with big self-interest. So the little people among them, the little players, we also have to bring our voices to the outside world. And we can’t really do that if we don’t understand what is happening.
Want more? See the full questions and answers here.
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.