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🔍 Younger searchers less likely to click through | Bing Ads URLs

Good morning, Refactual, ready for some spring cleaning?

If you’re a Bing Ads advertiser, now’s a good time to do an audit of your Bing Ads accounts for any lingering standard text ads and destination URLs — including destination URLs at the keyword and sitelink levels. Bing Ads said Thursday that advertisers will no longer be able to create new destination URLs (I honestly didn’t realize it was still possible) as of August and they’ll be phased out entirely around year-end.

Bing Ads will also soon support parallel tracking, so be sure you’re using tracking templates for your URL parameters.

Younger audiences are more inclined to “skip the click” and simply look at featured snippets and knowledge panel content served on search results pages, a new survey indicates. The “no-click” Google search results that prominently show featured snippets or knowledge panels have long been a concern among SEOs and publishers, who both want the visibility those units offer and resent losing out on making deeper connections with searchers who don’t click through to their sites. As search results evolve to include more content, structured data and varying elements, user behavior is likely becoming more varied, which means SEOs will need to continue to adapt their own expectations and strategies.

If you have AMP enabled pages, our editor at large Detlef Johnson has a deep dive into getting brand URLs in Google AMP cache and a look at some of the pros and cons of the “Signed Exchange” approach Google unveiled earlier this month.

There’s a lot more to read below, including a Google Ads script for bid modifiers and more.

Ginny Marvin


Pro Tip

Here’s a Google Ads script to automatically apply bid modifiers

There’s a new bid modifier script that “automatically applies modifiers for device, location, in-market and remarketing audiences based on performance,” says Daniel Gilbert of Brainlabs.

“You can set campaign filters, decide which types of modifiers you want to adjust, set minimum impressions, conversions and cost filters, and weight the modifiers it applies according to adjustable volume thresholds,” Gilbert continues. “And where the old script (released last year) only looked at minimum impressions as a threshold, this one has extra filters to choose from – minimum cost and minimum number of conversions.”

Read More »


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

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Marketers continue to be inundated from all sides about artificial intelligence and machine learning. But what good is it when your campaign data exists in silos and you can’t see the “big picture”? Join us to learn how to use AI and ML to drive pipeline and revenue growth. You’ll learn techniques to better plan, manage and execute your digital campaigns.

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Search Shorts

Some SEO advice from Google

Time stamps – when and how.  Google’s John Mueller said on Twitter that you should use sitemaps lastmod to indicate when the page as a whole was last changed for crawling/indexing, while the date on the page should = the date to be associated with the primary content on the page.

Ranking is hard. Ranking documents across the web is a hard thing to do says Google’s John Mueller.

HTTPS unrelated. The indexing issue from weeks ago was unrelated to any HTTPS issues, said Danny Sullivan of Google.

Markup doesn’t mean rich results. Just because you add markup and structured data to your website, that doesn’t mean you will see rich results in the Google search results.

What we’re reading

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

18 Best SEO Plugins for WordPress (As Voted By The Experts) – Robbie Richards

70/20/10 PPC Budgeting – PPC Hero

Get lost in the new Earth Timelapse, now on mobile – Google Blog

Google Says It Is Hard To Isolate Specific Ranking Factor Success – Search Engine Roundtable

How Google is building its huge subsea cable infrastructure – VentureBeat

How to do post Google Update SEO Analysis – #CrawlingMondays 14th Episode – Aleyda Solis

SEO Flatliners – The Curious Case Of A Massive 1-Month Algorithmic Demotion From Google

(To The Minute) And What Could Have Triggered The Drop – GSQI

This National Tell a Story Day, take a page from your Assistant – Google Blog


Join Us

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Attend Search Engine Land’s SMX Advanced, June 3-5, 2019 for expert-led sessions, networking (including the 2019 Search Engine Land Awards), and top amenities including WiFi, delicious meals, and snacks. This is your once-a-year event to learn only advanced SEO and SEM tactics. You’ll come away with at least one tactic that you can immediately put to use… we guarantee it. View rates and register today!




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