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🔍 Nextdoor’s new self-service ads for SMBs

Good morning Refactual, local businesses have a new advertising option.

The hyperlocal social network Nextdoor has been steadily building out its ad offerings. The latest addition, called Local Deals, marks the first broad-based self-serve ad offering for SMBs on the site. Local Deals ads on Nextdoor can be set to target a radius around the business location. Unlike most platforms, there is no ad auction. Pricing is fixed based on the number of neighborhoods targeted and their population density. Nextdoor also recently started putting sponsored listings in search results. It’s going to be a very interesting platform to watch.

Barry Schwartz sat down with Britney Muller, Moz’s senior SEO scientist, a few weeks ago to chat about featured snippets, their potential impact on click-through rates and how they vary across industries and verticals. Check out the full interview here

Read on for a Pro Tip from Andy Taylor on Google Shopping search partner traffic and why advertisers might want to take another look. 

Ginny Marvin
Editor-In-Chief

 
 

 
Pro Tip
 

Search partner clicks convert at a lower rate than core search, but cost less too

“Looking at the conversion rate of search partner traffic relative to core search, partners clearly convert at a significantly lower rate,” explains Andy Taylor of Tinuiti. “In July and August, search partner conversion rate improved relative to core search across device types. This makes sense if Google’s image search change really did take a few months to roll out, since the transition of image search clicks from the partner network to core search would likely put downward pressure on core search conversion rate. Regardless, the disparity in conversion rate might be enough to send some advertisers running to Shopping campaign settings to shut down the partner network. However, looking at relative CPC, search partner traffic also consistently tracks well below core search in the price paid for clicks as well.”

Read More »

 

Guide to Marketing Automation Software

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for marketing automation software. This report includes profiles of 14 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Get it now »

 
Search Shorts
 

Renting experts does not help in Google search.

Renting specialists for content. You think renting out the names of specialists and experts will help you rank well in Google? Danny Sullivan from Google said it doesn’t work like that.

URL inspection tool. Google’s John Mueller said the URL inspection tool follows redirects automatically, so you automatically see the end result.

Instart Logic Google issues. The cloud application security company is having some Google issues, maybe blocking, who knows. Gary Illyes from Google reached out to them on Twitter.

Google’s new link attributes don’t change PageRank.  The rel=“sponsored” and rel=“ugc” attributes only carry extra information; they do not change the flow of PageRank, Google’s Gary Illyes is quoted as saying.  

 

 
Join Us
 

SMX East kicks off next month in NYC – November 13-14.

Join us for a firehose of content, including 100+ search marketing presentations and two new full-day tracks on agency operations and local search for multi-location brands. Secure your pass before rates increase!

Register now! »

 
 

 
What we’re reading
 

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

3 tips to maximize the holiday shopping season – Microsoft Advertising

Alexa Will Answer Questions Using Reuters News Stories – Voicebot

Creepy clowns and cute couples: 2019’s Top Halloween Costumes – Google Blog

Google Maps on Android Auto tweaks UI w/ logo, more – 9to5Google

KPI Monitoring & Diagnosis: Why Does Your CTR Change Over Time? – Adalysis

Machine Written Content May Be Okay With Google Webmaster Guidelines In The Future – Search Engine Roundtable

 

 

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