Google Just Gave Advertisers More Control Over Their Ads!

Happy Monday…

You might notice that today's newsletter looks a little different.

We're trying out a new format where we use AI to analyze the latest headlines from the top marketing and SEO publications to summarize the top trends for the week — and then give our take on it.

We're still working on perfecting this process, but we're excited to see how it can help us deliver you the most important and up-to-date information in a more concise and engaging way.

Here's what's trending ??

?? Trend #1: Google Gives Advertisers a New Ad Review Center and Editor Update

Google is making it easier for advertisers to manage their ads and ensure they comply with Google's policies with the launch of its new Ad Review Center and Google Ads Editor version 2.5.

The new Ad Review Center features a larger area to view ads, new and easy-to-use filters, and bulk actions to make it quicker and simpler to review and manage ads. Google Ads Editor version 2.5 now supports features related to Dynamic Search Ads in Performance Max campaigns, making it easier to create and manage these new ad campaigns.

These updates are part of Google's ongoing commitment to providing advertisers with the tools and resources they need to be successful.

What this means for you:

• As an advertiser, you can now review and manage your ads more efficiently with the new Ad Review Center.
• You can also create and manage Dynamic Search Ads in Performance Max campaigns more easily with Google Ads Editor version 2.5.

Overall, these updates make it easier for advertisers to get the most out of their Google Ads campaigns.

We're seeing strong day-over-day growth on the programmatic SEO experiments we're running for clients and internally…

Our programmatic SEO (pSEO) pages internally are converting at about 3%, which is decent to start.

And we’re seeing faster growth for many of our clients.

If you want help setting this up for your business, you can grab a free marketing plan below:

Request Your Free Marketing Plan

?? Trend #2: Google's Search Ranking Documents and November Core Update

Industry abuzz with discussions surrounding Google's search ranking documents as part of an antitrust trial, shedding light on how the search engine giant's algorithms work.

Google's search ranking documents have been under the spotlight lately, both in the context of the ongoing antitrust trial and the recent November 2023 Core Update.

On the antitrust front, Google has been accused of using its search ranking algorithm to favor its own products and services over those of its competitors. The search ranking documents, which were released as part of the trial, provide more insight into how Google's algorithm works and could potentially be used to support these claims.

The November 2023 Core Update is another important development for SEO professionals and marketers. Core updates are typically the most significant changes that Google makes to its search algorithm, and they can have a major impact on website rankings. It's important to monitor the impact of this update and make adjustments to your SEO strategy as needed.

What you need to do:

• Review Google's search ranking documents. This will help you to better understand how Google's algorithm works and what factors it considers when ranking websites.
• Monitor the impact of the November 2023 Core Update. See how your website rankings have changed and make adjustments to your SEO strategy as needed.
• Continue to focus on creating high-quality content and providing a good user experience. This is the best way to ensure that your website ranks well in Google search results, regardless of any algorithm changes.

?? Trend #3: Marketing Analytics, Generative AI, and Data-Driven Decision-Making: A Match Made in Marketing Heaven

Marketers who embrace this new paradigm will be well-positioned to succeed in the years to come.

Data is the new currency, and AI is the key to unlocking its value. By leveraging these technologies, marketers can make better decisions that lead to better results.

Here are a few ways that marketers are using this trifecta to their advantage:

• Identifying and targeting new customer segments: Generative AI can be used to analyze large datasets and identify patterns that would be difficult or impossible to spot manually. This information can then be used to create new customer segments and target them with personalized marketing campaigns.
• Optimizing marketing campaigns: Generative AI can also be used to optimize existing marketing campaigns by testing different variables and measuring the results. This can lead to significant improvements in click-through rates, conversion rates, and ROI.
• Making better data-driven decisions: With so much data available to marketers today, it can be difficult to know where to start. Generative AI can help marketers to identify the most important metrics and trends and to make informed decisions based on that data.

For example, a local business could use generative AI to analyze their customer data and identify their most profitable customer segments.

They could then use this information to create targeted marketing campaigns that are more likely to resonate with these customers.

Or, an e-commerce company could use generative AI to optimize its website's search engine optimization (SEO) strategy. They could test different keyword combinations and see which ones are most effective at driving traffic to their site.

No matter what industry you're in, the intersection of marketing analytics, generative AI, and data-driven decision-making can help you improve your marketing results.

?? Trend #4: Social Listening: The Secret Weapon of Marketers Who Know Their Stuff

Social listening is the art of monitoring social media conversations, sentiments, and mentions to gain insights into customer preferences, needs, and overall sentiment toward your brand.

It's like having a team of social media ninjas who are constantly listening in on what people are saying about you online.

And it's a secret weapon for marketers who know their stuff.

Here are just a few of the ways you can use social listening to supercharge your marketing efforts:

• Identify trends and opportunities. Social listening can help you spot emerging trends in your industry and identify new opportunities to reach your target audience. For example, if you sell running shoes, you might notice that people are talking more about barefoot running lately. This could be a sign that there's a growing demand for barefoot running shoes, and it's something you should consider offering.
• Tailor your content and messaging. Social listening can also help you understand what your audience is interested in and what kind of content they're most likely to engage with. This information can be used to create more relevant and engaging content, which can lead to more traffic, conversions, and sales.
• Engage with your audience on a deeper level. Social listening allows you to see what your audience is talking about, even when they're not talking directly to you. This gives you the opportunity to engage with them on a deeper level and build relationships. For example, if you see someone tweeting about a problem they're having with your product, you can reach out to them and offer help. This shows that you care about your customers and that you're listening to their feedback.

Overall, social listening is an essential tool for any marketer who wants to succeed in the digital age. By understanding what your audience is saying about you online, you can make better decisions about your marketing strategy and create more effective campaigns.

Here's a fun analogy to help you understand social listening:

Imagine that you're at a party, and you want to talk to the most popular person there. You could spend the whole night trying to get their attention, but you're more likely to succeed if you listen in on their conversations first.

Social listening is like listening in on your audience's conversations.

It allows you to learn about their interests, their needs, and their pain points. Once you have this information, you can start to build relationships with them and create content and messaging that's relevant to them.

?? Trend #5: Mobile-First Indexing: SEO Strategies for the Mobile Age

Google has officially switched to mobile-first indexing, which means that your website's mobile version is now the primary version that Google uses to rank your site in search results.

This is a big deal, considering that over 60% of all web traffic now comes from mobile devices.

If your website isn't mobile-friendly, you're at a serious disadvantage. Google is now more likely to rank websites that are optimized for mobile devices higher in search results.

Here are a few SEO strategies you should implement to ensure that your website is mobile-friendly and ranks well in search results:

• Use responsive design. This means that your website will automatically adjust its layout and content to fit the screen size of any device.
• Optimize your images. Make sure your images are properly sized and compressed so they load quickly on mobile devices.
• Reduce your page load times. Mobile users are more likely to bounce from a website if it takes longer than three seconds to load.
• Use mobile-friendly fonts. Avoid using fonts that are too small or difficult to read on mobile devices.
• Test your website on mobile devices. Use Google's Mobile-Friendly Test to make sure that your website looks and functions the way it should on mobile devices.

In addition to optimizing your website for mobile devices, you should also adapt your SEO strategies to target audiences across devices and throughout the funnel. This means creating content and messaging that is relevant to mobile users at every stage of the customer journey.

For example, you might create a blog post that compares different mobile phone models for users who are just starting to research a new phone purchase. Or, you might create a landing page with a mobile-friendly checkout process for users who are ready to buy.

By following these tips, you can ensure that your website is mobile-friendly and that your SEO strategies are aligned with the way people are using search engines today.

Bonus tip: Use social listening to track what people are saying about your brand on mobile devices. This information can help you identify opportunities to improve your mobile user experience and SEO strategy

How We Can Help

That’s all for today!

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