Stamats Insights | Back-to-School Edition!
Analytics & Industry Insights
Google Changes Course on Third-Party Cookies?
After several years of delay, Google has decided that they will not remove third-party cookie support from their Chrome browser. Instead, Chrome users will have an easily accessible control that allows each user to determine how, or if, websites can track their online behaviors.
Third-party cookies fuel many digital marketing tools such as remarketing campaigns and email performance tracking. While Google is not removing support for this type of tracking, other browsers already have, notably the Safari and Firefox browsers.
Has “cookie-geddon” been averted? No. At present, Google Chrome users represent 45% of all site traffic across Stamats client accounts, with Safari and Firefox users reaching as high as 51%.
Do Keywords Matter?
Yes… but. Keywords are the terms and phrases brought up in discussions about targeting search ads, or when we want to talk about improving organic search performance.
Previously, search engines compared the words a user typed into the search bar to the words on a webpage looking for a match, AKA “lexical search.” Today’s engines use “semantic search” or assessing the meaning and intention of the user’s search to the content of webpages.
Our advice is to start thinking in terms of themes rather than keywords. What is the theme we are advertising with a search ad? What is the main theme of the content we need to write? Starting with this approach we get our content aligned and our ads in order. We will still use short three- and four-word phrases when describing our targeting, much like a stenographer’s shorthand.
What’s Changing
No More URL Shortener
Beginning next August, Google will shut down its URL shortener service. As a result, any redirected URLs will stop working and only a “404 not found” error will display. If you have any goo.gl links, start replacing them now.
Low Activity Ad Groups in Google
In September 2024, Google Ads will begin pausing low activity ad groups in campaigns. Google defines low activity ad groups as those created more than 13 months ago and have zero impressions during that time.
TikTok Limits Targeting Teens
TikTokTikTok is rolling out its new restrictions for targeting the 13-17 age group to comply with privacy rules. When creating a new ad campaign, you will only be able to target this age group by location, device, and language. This change does not affect campaigns that are currently running. A solution to get live campaigns in compliance may be announced shortly.
领英推荐
Show Positive Employment Outcomes for Older Millennials
National Center for Education Statistics published the The Condition of Education 2024 report in May 2024 and gives employment figures of 25-34 year olds in the U.S. by educational attainment. The more education the individual attains, the higher the employment rate.
The Bureau of Labor Statistics Occupational Handbook also offers some occupation projections for you to publish on your program pages to show positive outcomes by associated occupations to your specific program. This type of data is becoming a regular part of many academic program web pages to help sell the value of the degree to prospective students.
Recent Launches
A special shout out to our friends and client, Taylor University, for successfully launching a new website on July 30th! The fresh design and intuitive navigation elevate the user experience and demonstrates how Taylor embraces all undergraduate, graduate, and online students and believes in their potential to make a difference. Working with Taylor’s tenacious and savvy team made the redesign journey remarkable!
Speaking Engagements & Conferences
From Texas to California, Washington to Minnesota, Stamats will be all over the U.S. this fall. Though not all the details are available, we want to say “hello” if you’re attending any conference listed below!
Blogs & Podcasts
Blogs
Did I Say That Out Loud? Podcast
The Power of Threes: Humans love threes: Good, better, best. Small, medium, large. Big, bad, ugly. Threes are everywhere—and Stu has a trio of reasons why your marketing strategy should revolve around threes. Listen now or Listen to all episodes