Industry Update: Top Digital Marketing News in March 2021

Industry Update: Top Digital Marketing News in March 2021


Google Merging Bid Strategies

Google has announced they will combine Max Conversions & Target CPA bid strategy. Max Conversions was previously used to optimize for as many conversions as you can. This type bid aggressively with little worry about return, as suggested its goal is to get the most conversions it can. For Target CPA, Google focuses on the target you set and aims towards that goal. This strategy focused on return, if you set a realistic target Google would leverage the algorithm to meet that goal.

The benefit to this move is that will it will be well balanced in being aggressive & return focus. By utilizing this it should mitigate egregiously high Cost Per Clicks with netting conversions at a desirable CPA, I like to think about it as Max Conversions with guardrails. With this being optional it is up to you to decide if you would like to use it or not to meet your objectives or goals. May the conversions come to your company or clients!

Microsoft Ads Announces Ad Suggestions with Auto Apply

Microsoft Ads has announced that users may see ad suggestions in their account this month on their Recommendations page. If this sounds familiar, it is probably because Google Ads already has a similar feature in place. These suggestions will take current ads on the account and recommend variations based on keywords, landing pages, ad extensions, targeting and other various relevant signals. Microsoft has stated they will display a maximum of 50 ad suggestions per account.

Advertisers should take note that if auto-apply is marked and no action is taken, these ad suggestions will begin serving in 14 days. Currently, Microsoft has not verified whether the auto-apply ad suggestion feature is enabled automatically. With that being said, it is recommended you check the auto-apply ad suggestion setting in your account to ensure it is switched to the setting you prefer. This option can be found within the Microsoft Ads interface in the Account Settings section of the Settings tab.

March saw Updates to Google’s PageSpeed Insight Scores

Google announced at the beginning of March that PageSpeed Insights (PSI) would be improving across the board. These insights are produced via reporting that details website performance across both mobile and desktop devices. Because this is an internal change at Google, all sites should be benefiting from the changes as opposed to only those actively working to improve page speed.

Google also detailed the two kinds of reports that are provided with PSI, specifically Lab Data and Field Data. While both are used to collect information on a site’s health, they are both quite different. Lab Data is generated using devices and Internet speeds in a simulated setting. This allows insight into potential issues that could cause a slower user experience. Field Data, on the other hand, is gathered in real-time through the Chrome browser and then archived in the Chrome User Experience Report (CrUX). This type of data details first-hand information on what kind of site performance users are actually experiencing, and is used for the Core Web Vitals scores.

The internal update changed the way that PageSpeed Insights actually gather data. Google was previously using the HTTP/1.x network connection protocol to transmit data. Now Google has switched to HTTP/2, which allows for faster data transferring. Unlike HTTP/1.x, this updated connection protocol also has no limit as to how much data can be transferred.

Most servers should be able to support HTTP/2, and compatibility can be tested with Google’s Lighthouse tool, and can even highlight any third-party tools that do not support HTTP/2.

New Google My Business Tool Helps to Manage Reviews

Google My Business has released a new tool that allows SEOs to view and manage reviews in one convenient location. Once you’ve accessed this new tool, simply select your business and then choose whether you want to check on the status of a previously reported review or if you’d prefer to have a new review taken down.

When selecting to take down a new review, Google will provide a list of all recent reviews, as well as an option to view them on Google Maps. When choosing to check the status of a reported review, Google shows a list of all reported reviews and their current status. It is also mentioned that it can take up to 72 hours to be evaluated. Upon selecting a reported review, further information is provided including a summary and an option to submit an appeal, provided the request to remove the review was not accepted.

Currently, it appears that this tool only works if the business has a small number of listings. If a business has too many, a message will appear notifying the user that based on the number of Business Profiles in the account, the process is unavailable. That said, this restriction could change in future updates.

 

From the desks of Peter V. Rueden and Nicholas M. Sharafinski, a series of blogs featuring unparalleled insight into the inner workings of the PPC & SEO industries throughout the month of March, 2021. Join us as we peel back the silicone curtain that shrouds Google in mystery, and expose truth, so that we might gain a better understanding of marketing stuff and whatnot.

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