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🔍 Google Ads location targeting change

Good morning Refactual, how long is your commute?

You’ll soon think of commuting and ad targeting in a new light. A couple of weeks ago, Andrea Cruz at KoMarketing noticed a change to the location targeting options for Google Ads display campaigns. This week others saw the same in search campaigns. We’ve confirmed with Google that the option to target ads to “People in targeted locations” is changing to “People in or regularly in your targeted locations.” The change is currently rolling out to display, search and shopping campaigns.

It’s a subtle update, but important to note and underscores the evolution in location targeting. The option formerly only showed ads to people who were physically located in the targeted area. Now, your location-targeted campaigns can reach people with ads targeted to their work locations when they are home and vice versa.

You won’t be able to get performance reporting on the ads served to people who weren’t in your targeted area when they performed a search. Google also doesn’t specify what constitutes “regularly in” or recency. Cruz said she gets the change but wishes Google would also keep the ability to target only people who are in a targeted area.

“Although my default reaction to these sorts of changes is to be skeptical,” digital marketing consultant and CEO of SEMCopilot Ted Ives told us after noticing the change in accounts this week, “I do think in this case it will result in incremental high quality traffic coming in for advertisers. We live in a mobile world…that means people move around a lot; people we target during the day don’t disappear at night, they go home.”

What are your thoughts? Shoot me an email gmarvin@thirddoormedia.com or comment on Twitter @ginnymarvin.

Speaking of your thoughts, read on for Patrick Reinhart of Conductor’s take on Google’s mobile redesign in the Soapbox and a Pro Tip from Hamlet Batista on service workers.

Looking forward to seeing many friendly faces during SMX Advanced, which kicks off this evening in Seattle!

Ginny Marvin
Editor-In-Chief

 
 

 
Pro Tip
 

How to avoid partial rendering issues with service workers

“When I think about service workers, I think about them as a content delivery network running in your web browser,” explains Hamlet Batista of Ranksense and SMX Advanced session speaker hosting the “The New Renaissance of JavaScript” on June 4. “A CDN helps speed up your site by offloading some of the website functionality to the network. One key functionality is caching, but most modern CDNs can do a lot more than that, like resizing/compressing images, blocking attacks, etc.”

“A mini-CDN in your browser is similarly powerful. It can intercept and programmatically cache the content from a progressive web app. One practical use case is that this allows the app to work offline. But what caught my attention was that as service worker operates separate from the main browser thread, it could also be used to offload the processes that slow the page loading (and rendering process) down.”

Read More »

 

The Secret Formula For Determining A Marketing Budget

Sponsored by Sharpspring

Determining a marketing budget can be frustrating. Are you investing enough? How do you know if what you’re doing is working? This guide from SharpSpring outlines two simple equations you can use to take a lot of the guesswork out of the budgeting process.

Read More »

 
Soapbox
 

Google’s new look for mobile search is a mixed bag

Google’s new mobile search update feels as if it is setting the stage to disperse paid ads throughout the SERP – and not just at the top and bottom. Their statement about adding these new features worries me from an organic search standpoint. I can see new paid ad results – and other transactional types – mixed in with traditional organic results and that, in my opinion, would hurt organic result visibility. Other types – 3D objects, buying movie tickets, etc. – in the SERP will further increase the amount of “no click” searches.

Marketers need to pay very close attention to make sure their sites are optimized to manage these new search types (my guess it will be schema tags of some sort).

I do like how the results are presented on a mobile device. The favicon adds a great visual feature and even brands that are not super recognizable will benefit. Right now, mobile results blend with few options to stand out from the crowd and this should help with visibility on mobile for organic listings. It’s time to dust those favicons off and make sure they fit the parameters for display.

– Patrick Reinhart of Conductor

Want your moment on the Soapbox? Email walmeida@thirddoormedia.com

 
Search Shorts
 

Google Medic update the real deal?

Medic update a real thing? While much of the data showed that the August 1st core update from last year slanted towards medical/health content, Google has denied it was just that.  But now John Mueller hinted that Google may have gotten better at understanding such content a year ago.

India. Are you based in India? If so you might want to attend one of the 15 webmaster-related conferences Google is putting on in India in the next couple of months.

Scraped content. Hey AdSense publishers, Google published a video on scraped content policies and AdSense.

 
What we’re reading
 

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

Can Ecommerce Sites Generate Organic Search Traffic without Backlinks? – Practical Ecommerce

Eric Enge’s interview with Fabrice Canel – Stone Temple

Google Search Quality In Romania & Some Other Countries Being Worked On – Search Engine Roundtable

Is Google’s Redesign Good for Ads or Brands? – Moz

Ongoing Demand Fuels a Strong Growth Trajectory for Wearable Devices in Q1 2019 with

Wrist-Worn and Ear-Worn Leading the Market, According to IDC – IDC

Taking Action on Deceptive Installation Tactics – Chromium Blog

What If Google’s ‘Knowledge Panels’ Insist You’re Dead? Or Married? Or French? – Wall Street Journal

What is Search Intent? A Complete Guide for Beginners – Ahrefs

 
 

 
Join Us
 

Gain expert SEO & SEM tactics to drive your campaign’s success. Attend SMX Advanced, June 3-5!

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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