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🔍 New look for Google | Advertisers looking for alternative channels

Good morning Refactual, did you notice the new icons?

After a few months of testing, Google started rolling out a new search bar with icons next to the various verticals for news, video, images, maps, shopping and more. “Who cares?” you might ask. Well, the icons add visual cues to catch users’ attention, which could mean more traffic to those verticals. SEOs might not notice much of an impact, but image search, for one, is an area in which Google has been ramping up ad inventory.

Are advertisers generally, and SEMs specifically, addicted to volume? It’s the one consistent complaint advertisers seem to have when talking about any advertising platform other than Google, Facebook and Amazon — there’s not enough volume. Yet, according to a recent survey, marketers who are spending 43% of their ad budgets on the big three, the so-called “oligopoly,” on average, want “alternatives.”  The report also found that “nearly two-thirds (66%) of brand marketers and agencies are extremely, very or moderately concerned about the oligopoly limiting their advertising options.”

It’s a topic that came up in conversations I had at SMX Advanced this month, too. Microsoft Advertising, LinkedIn, Reddit, Quora, Pinterest, Twitter, programmatic and direct publisher deals all provide alternative or supplemental channels. Yet, marketers are reluctant to invest time in these smaller networks because “the volume isn’t there.” There’s no right or wrong answer, but perhaps there are pockets of opportunity worth exploring. I’d love to hear your thoughts on this. Shoot me an email or tweet me @ginnymarvin (DMs open).

Read on for an ads script Pro Tip from Dan Gilbert of Brainlabs and more.

Ginny Marvin


Pro Tip

Build your PPC campaigns with this mini campaign builder script for Google Ads

If you need to quickly build a campaign or add keywords to an existing one Dan Gilbert of Brainlabs has a script for you. “I’m a firm believer in Single Keyword per Ad Group (SKAG) structure – it increases ad/keyword relevance and therefore improves quality score, makes CPCs cheaper, gets you a higher ad rank and a better CTR. Sadly, building out SKAG structures is a pretty time-consuming endeavor. You can’t implement millions of keywords and ads without PPC tech powering your builds. But if a client just needs a couple of new keywords after updating their site with new content, this script is a quick and easy solution. All you need to do is input a few keywords and headlines in a spreadsheet and you’ve got yourself the beginnings of a great campaign.”

Read More »


The Elements of SEO — Exploring The 2019 Periodic Table of SEO Factors: Live Webinar Tomorrow!

Sponsored by Search Engine Land

Since it first debuted in 2011, Search Engine Land’s Periodic Table of SEO has become a globally recognized tool that search professionals have relied on to help them understand the elements essential to a winning SEO strategy. Join the expert editorial team from Search Engine Land as they break down the elements that are either essential, are emerging or to be avoided at all costs in a modern SEO strategy.

Read More »

Search Shorts

Spikes, crack downs, traffic drops and YouTube stardom.

Spike in Search Console errors. Many SEOs are seeing spikes in the error reports within Google Search Console – you are not alone.

Fake virtual offices crack down.  Google may be cracking down on fake virtual office listings in Google My Business. It’s about time!

FAQ schema leads to less traffic. Some are reporting that FAQ schema is leading to less traffic from Google search – but is that a bad thing?

Google Webmasters YouTube channel. The Google Webmaster YouTube channel is just about to break 300,000 subscribers!

What we’re reading

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

How to Exclude Placements in Google Smart Shopping Campaigns – ZATO Marketing

3 Excel Macros for Google Ads Reporting that You Can Use Right Now – AdEspresso

5 Reasons Why You Should Embrace Bad Reviews – iPullRank

Chrome 76 Beta: dark mode, payments, new PWA features and more – Chromium Blog

Create 3D games with friends, no experience required – Google Blog

EU Seeks Feedback on Google’s Attempt to Avert New Probes – Bloomberg

Google On Why You Can’t Fix Core Update Issues – Search Engine Roundtable

Google Test More Tabs in Branded Local Packs – Sergey Alakov

How to measure Page Scrolling in Google Data Studio – Michael Howe-Ely

How to Strategically Think About Technical SEO – Whiteboard Friday – Moz

What’s behind Google’s “Fake News” Algorithm Update? – Search Metrics

White-Hat Link Building: What Is It and Why Does It Matter? – Portent


Join Us

Unlock actionable SEO & SEM tactics to accelerate your campaign’s success. Attend SMX East in NYC!

Attend the only conference in the East Coast entirely devoted to search marketing: Search Engine Land’s SMX East, November 13-14, 2019. Join us for a deep dive into SEO and SEM tactics, networking, and top amenities including WiFi, delicious meals, and snacks. 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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