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🔍 Google search spend growth slowing? | Apple Search Ads surge

Good morning, Refactual, are you spending more on Google?

Google search ad spend is still increasing, but the pace of growth is slowing. That’s according to first quarter 2019 reports from Merkle and Marin Software. Spend growth is being fueled by click volume growth on mobile even as mobile CPCs trend lower. Shopping ads continue to chip away at spend share among Merkle’s retail client base. Shopping ads drove 18% higher revenue-per-click (RPC) on desktop for retailers compared to non-brand text ads. Mobile returns are improving too, as RPC for Shopping ads on phones was on par with phone text ads last quarter.

Meanwhile for app marketers, spend on Apple Search Ads is outpacing Facebook and Google combined, according to data from advertisers on Kenshoo’s platform. Spending on Apple Search Ads has jumped 90% since the third quarter of 2018, says Kenshoo.

Google’s ad-supported Custom Search for internal site search got some attention this week with updates for its mobile layout. The last time Google announced an update for this feature? Way back in July. If you have one of the 600,000 or so sites using Google Custom Search, the new look could mean better mobile search engagement and potentially more revenue from AdSense Custom Search ads.

More below, including Search Shorts and LinkedIn SEO tips.

Ginny Marvin


Pro Tip

Here’s how to get your LinkedIn profile to rank in the SERPs

“LinkedIn SEO differs from regular SEO due to the fact that the keywords that users type in to find services and businesses on LinkedIn aren’t always the same as what users type into Google,” explains Jessica Foster of Keys&Copy. “That’s because the average user doesn’t consider LinkedIn to be a search engine. They use it as it is intended – as a social media platform – and therefore use short-tail terms that match users’ job titles. When users do search long or short tail terms in Google, LinkedIn profiles have the chance to rank in the SERPs. That’s why I suggest optimizing your profile with both SEO keywords and what I call ‘LinkedIn SEO keywords.’”

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Data, Data Everywhere — But Where are the Campaign Insights? – May 7

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Search Shorts

To see or not to see…

Google sees links between canonicals. When it comes to disavowing, it is best to be safe and disavow across all your redirects. But, keep in mind that Google sees links between canonical URLs, so when there’s a redirect involved, you’d need to check which one is canonical.

Reviews are vanishing. Well, only for Google My Business listings that were suspended and then reinstated. But this is likely a bug and it seems to be widespread.

Focus. Google’s John Mueller keeps telling some people that they focus too much on links.

What we’re reading

We’ve curated our picks from across the web so you can retire your feed reader

DuckDuckGo Organic Search Grew 54% – Only Google Competitor to Gain Search Share – Branding In Asia

Google Maps Adds More Hotel Search Filters – Skift

Google Showing Images, Featured Snippets & Videos More Often In Web Search Results – Search Engine Roundtable

More ways to find authoritative information in Europe – Google Blog

Six ways your Google Assistant can help you spruce up for spring – Google Blog

Why 404 Pages Are a Clever Content Opportunity – SuccessWorks


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