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🔍 Google opens up to daily fantasy sports ads

Good morning Refactual, happy Friday!

Fantasy sports services have more channels for new customer acquisition thanks to a change to Google’s advertising policies. Companies such as FanDuel, DraftKings and Yahoo Daily Fantasy will be able to start running ads on Google Search, YouTube and other Google properties in certain U.S. states as of this month. Advertisers will still need to meet certain creative and legal requirements. Gambling services must also apply with Google for certification.

Google is getting better at recognizing when sites host content from other companies on their subdomains. Renting subdomains or subfolders from other domains is not against Google’s guidelines, the company clarified this week, but added, “Overall, we’d recommend against letting others use subdomains or subfolders with content presented as if it is part of the main site, without close supervision or the involvement of the primary site.” 

If you are allowing others to host content on parts of your site, keep in mind that it can affect your overall site. “When it comes to quality, we try to look at the quality of a website overall. So, if there are particular parts of a website that are really low quality … then overall, that could be degrading the quality of that site a little bit,” said Google Webmaster Trends Analyst John Mueller.

Keep reading for your daily Search Shorts and a Pro Tip for a script to help you monitor and compare smart bidding strategies. Have a wonderful weekend.

Ginny Marvin


Pro Tip

Compare and monitor performance of manual and Smart Bidding strategies

“Google has a bunch of bidding strategies, but with so much choice, it’s not always easy to know which one you should be using,” explains Daniel Gilbert of Brainlabs. “There’s plenty of advice out there but at the end of the day, the key thing is to just keep testing and monitoring performance for yourself. This will help you make an informed decision (especially when you’re throwing Smart Bidding into the mix).”

“This script can analyze a number of automated and manual bidding strategies, including manual CPC, manual CPV, manual CPM, target search page location, maximize clicks, maximize conversion value and target outranking share. And if you’re still unsure about using Smart Bidding, the script can also look at target CPA, target ROAS and maximize conversions.”

Read More »


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Search Shorts

Penalties, nofollow and duplicate content.

Featured snippet removals. Danny Sullivan from Google said the company is considering notifying webmasters of featured snippet policy violations and removals.

Nofollow money links. Google’s John Mueller reminds us that you should nofollow links that are done for any monetary reason.

Duplicate content. Again, John Mueller of Google says the company does not penalize for duplicate content.

What we’re reading

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

Does Google Have an Ethical Responsibility to the SEO Community? – JLH Marketing

Google ad policy enrages small businesses – The Age

Google My Business Unable To Transfer Reviews – Search Engine Roundtable

How Google May Interpret An Ambiguous Query Using a Semantic Interpretation – Go Fish Digital

How to optimise for the Google Knowledge Graph – Vertical Leap

Racial bias observed in hate speech detection algorithm from Google – TechCrunch

Stay organized and productive with new Assignable reminders – Google Blog

The Fall of – Is Google Allowed an Opinion? – SISTRIX

When journalists collaborate instead of compete – Google Blog


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