Sunday, December 31, 2023
Woman, 36, Kills Mother Over Property Dispute In Delhi, Arrested
Saturday, December 30, 2023
Man Kills Wife With Baseball Bat Over Property Dispute In Mumbai: Cops
Woman, 70, Stabbed To Death In Delhi, Had Financial Dispute With Husband
How Instagram Love Triangle Led To Murder Of 20-Year-Old Delhi Man
Friday, December 29, 2023
Over 80 Flights, Several Trains Delayed As Fog Blankets Delhi
Delhi Man Beaten By Group Of Men After His Car Hits Their Vehicle
Actor-Politician Vijayakanth Laid To Rest, Thousands Pay Last Respects
Chhattisgarh Couple, Teen Daughter Found Dead At Home, Cops Suspect Suicide
Thursday, December 28, 2023
Dense Fog Causes Travel Chaos In Delhi, Parts Of North India
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Wednesday, December 27, 2023
Delhi Man Slept With Stove On To Beat The Cold, Was Burnt To Death
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Video: 12 Cars Crash, Many Injured Due To Zero Visibility Fog Near Delhi
Tuesday, December 26, 2023
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Monday, December 25, 2023
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4-Month-Old Dies After Being Attacked By Stray Dog In Hyderabad
Sunday, December 24, 2023
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5 Killed As Two Cars Collide Head-On In Telangana's Narayanpet
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Saturday, December 23, 2023
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2 Arrested After Gurugram Man Seen Atop Car With Liquor Bottle In Hand
Man, 3-Month-Old Daughter Burnt Alive In Fire Caused By Room Heater
Friday, December 22, 2023
Many International, Domestic Flights Delayed Due To Dense Fog In Delhi
Teen Stabs Another To Death In Delhi. Argument Started While Eating Momos
Thursday, December 21, 2023
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7 key 2024 search trends to watch and 3 top priorities
In 2023, we witnessed the rise of AI-powered search and significant evolution of the SERPs with the arrival of Google’s Search Generative Experience, as well as Bing Copilot (formerly Bing Chat).
Google’s new AI model, Gemini, is their largest and most advanced with the capability to understand text, code, audio, images, and video. We expect to see its full potential unleashed on Google Search in 2024.
Meanwhile, Google continues to stress the importance of quality and experience while using AI models as a key component of ranking and re-ranking. Google released several algorithm updates this year around the quality of content and page experience.
Using AI is acceptable to Google for generating content as long as it is highly relevant and offers value. Still, don’t expect thin, AI-generated content with little or no value to easily earn SERP visibility for the long-term.
A topical, entity-first strategy is now a competitive advantage. Strengthening the technical foundation of your platform to improve discovery and experience is critical.
Bottom line: futureproofing digital presence for AI search should be a major priority for all brands in 2024.
Read on to discover seven key trends that should influence your roadmap in 2024, as well as three must-haves for success.
7 trends that will influence your strategic roadmap in 2024
These are the top seven trends we will notice in 2024. Changes above can only happen when we have the right infrastructure.
1. SERP and visual optimization
In Google SGE and the SERPs, rich results will continue to evolve. So SERP optimization will remain critical as we expect zero-click results to grow due to SGE.
Want to get into the AI-generated answer (or snapshot)? Keep publishing fast-loading pages filled with relevant, helpful, valuable and unique content. Some specific areas to prioritize:
- Experiential/informational videos.
- Web stories.
- Podcasts.
- Webinars.
- Visual optimization.
- FAQ/PAA.
2. Helpful content and content intelligence
A rock-solid content strategy will be essential in 2024:
- Find and fill relevant content gaps.
- Review content performance.
- Create personalized content based on user intent and touchpoints.
- Creating and optimizing various types of helpful content (e.g., topical and informational, localized, visual).
You want to demonstrate high levels of E-E-A-T and publish content written or reviewed by subject matter experts or demonstrate actual hands-on experience.
Every search happens because someone wants or needs something. Your content should help searchers achieve their goals or complete their tasks. How a user interacts with your content is just as important as the content itself.
To meaningfully do this, your strategy should include creating buyer personas. Create content based on the buyer’s journey at every touch point. Survey your customers and ensure content and UX align with the strategy.
Content intelligence – knowing what type of content will perform, based on data – should become your foundation of content creation.
Several generative AI tools and plugins can quickly create content, sure, but it’s typically unclear:
- What content types will perform well.
- How to humanize content.
- How to forecast the effectiveness of a content strategy.
Establishing a data-driven approach to measure the effectiveness of content will become crucial for content creators.
3. Engagement and experience
User interactions and engagement are incredibly important to shaping Google’s search results.
Google wants to reward expert-level content that is compelling and meets the needs of searchers.
Your goal in 2024 should be to improve the quality and experience for searchers by improving the quality of your content and the experience of the digital assets.
4. Personalized experience
Google CEO Sundar Pichai said search will evolve substantively in the next 10 years.
Search will be more personalized to impact users more profoundly and meaningfully. That may be why, on Nov. 15, Google introduced a personalized search experience, including a new Follow button, to show searchers more information about what they care about directly in their search results.
You also need to give your customers personalized experiences based on who they are, what they are looking for, and where they are coming from.
This means a tighter integration with your CDP (customer data platform) and CRM (customer relationship management) systems to ensure a personalized experience.
Clean data, audience segmentation, and data-driven campaigns to personalize experience are critical strategies to win in 2024.
5. Multichannel approach
Take advantage of all opportunities on what will become increasingly competitive SERP real estate with limited inventory for organic listings. That means optimizing the customer journey across various channels and content types:
- Videos.
- Images.
- FAQs.
- PAAs.
- News.
- Webinars.
Be everywhere. Be consistent.
6. Local Strategy needs to be more personalized, localized, and experiential.
If your brand has a local presence, add localized experiences to build expertise, engagement and traffic. For destination-based content, think:
- Local posts.
- Quality images.
- Videos.
- Web stories.
Listings management alone will not be enough. You must optimize the entire local consumer journey – from your landing page to audience interactions across all channels.
7. Brand mentions and social proof
We know LLMs are trained on a variety of sources to compile results.
You will need to understand what specific questions/topics your customers are seeking answers for, where they will get this information, and ensure we create targeted strategies to garner brand mentions and citations from well-respected sources and influencers with a substantial social following within the relevant industry.
3 priorities for staying ahead in changing times
With all the changes taking place, staying ahead of the curve and the changing times is imperative. “Keep up, or you will be left behind.”
Here are three main priorities to help you stay ahead.
1. Technical Infrastructure which Enables Integrated, Robust Experience
Having a solid technical foundation is a must-have for 2024. A solid technical foundation ensures robust experience.
This includes the ability to centralize all your data to build meaningful dashboards and customer journey insights, component-based architecture that enables one-click personalized and omnichannel experiences, security infrastructure, fast server response (CDN), and integrations.
Dig deeper. Future Proofing Digital Experiences in AI First Semantic Search.
2. Embracing New Metrics
As AI serves answers in the search results, traffic is likely to decline. As more content is served within search results from Google properties, organic listings will continue to get more fragmented and will be pushed lower down on the page.
Traditional metrics like rankings will mean even less than they do today.
New metrics are emerging, and brands must consider adopting these as part of success criteria. New success metrics should include:
- Rich snippet visibility.
- Pixel height and width.
- Impressions.
- Clicks.
- On-site engagement.
- Conversions.
3. AI-Enabled Worker and Organization Alignment
By learning how to apply AI in your daily life, you can become more efficient and better in creating content outlines, image creation, custom images, summaries, designs, and so many other places where AI should be used.
- “A common fear has been around since the advent of AI – with many people asking ‘Will AI take my job?’ Not to worry! With the current technology, there is no actual intelligence in the AI, and it’s not coming for your job. However, there is a key need to adapt because AI can be used to do your job better,” according to Eric Enge.
Are you ready for 2024?
Smart organizations in 2024 will:
- Integrate channels to enable intelligent decisions.
- Connect customer journeys across touchpoints when creating an omnichannel strategy.
- Measure the right metrics, including zero-click and AI results.
- Prioritize training across the organization.
Some individual and organizational transformations will be needed. For example:
- Content writers should evolve into content strategists.
- Developers should create exceptional experiences.
- Analytics teams should become business analysts.
Get familiar with AI. Learn to use large language models for forecasting, content generation and analyzing user behavior.
There are many ways to use AI to simultaneously improve your day-to-day efficiency and the quality of your work.
AI-enabled workers and organizations will have the advantage. They will be more valuable than those that haven’t learned and leveraged AI tools.
Use the trends and strategies from this article to help decide what to prioritize and why and how to align organizations cross-functionally.
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Night Shelters Can't Permanently Operate From Public Parks: Delhi Court
Wednesday, December 20, 2023
Family Found Living With Woman's Body In Hyderabad Home For A Week
Mumbai Bans Drones, Hot Air Balloons, Paragliders Till December 20
Tuesday, December 19, 2023
Cold Wave Continues Grip In Delhi, People Witness Thin Layer Of Fog
On 9-Year-Old's Rape-Murder, Delhi Women's Body Seeks Police Report
Google evaluating more PMax brand safety tools following Adalytics report
Google is actively looking into improving brand safety controls for Performance Max (PMax) following a damning report by Adalytics.
The research, which was published last month, accused the search engine of serving ads on inappropriate non-Google websites through the Search Partner Network (SPN). Google denied the accusations but began giving advertisers the choice to opt out of the SNP a week later.
However, with this temporary measure set to end on March 1, 2024, Google Ads liaison officer Ginny Marvin has now confirmed that new safety controls are being considered.
Why we care. With Google removing the ability to opt out of the SPN, advertisers will want reassurance that their ads wont appear alongside inappropriate content that will unlikely reach their target audience and could damage their brand’s reputation.
What Google is saying. When Marvin was asked about PMax brand safety during a PPC Chat Q&A, she said:
- “As you probably saw, there’s a temporary option to request to opt out of Search Partner Network at the account level through March 1st. I don’t have any updates to share at this time, but this is temporary as the teams evaluate additional controls to put in place.”
- “As an FYI, looking at data from October, over 90% of SPN impressions were from Top 100 sites and apps, including YouTube.”
What did Adalytics say? Numerous ad buyers, expecting their campaigns to run on Google.com, found that their ads were actually appearing on compromising websites within the SPN, according to Adalytics. The GSP network websites include:
- Sites containing pirated content.
- Hardcore pornographic sites.
- Websites of companies located in countries such as Iran and Russia which may be under sanctions by the US government.
However, Dan Taylor, Vice President of Global Ads at Google, denied the allegations, claiming Adalytics has as a track record of publishing inaccurate reports that misrepresent Google’s products and make exaggerated claims.
Existing brand safety controls. As Google looks into adding more brand safety controls, you currently have tools at your disposal to manage the types of content your PMax ads can be displayed alongside in Search, Shopping, Display, and Video inventory:
- Search & Shopping suitability controls
- New PMax campaign-level brand exclusions prevent your ads from serving for specific brand queries in Search & Shopping.
- Account-level negative keywords prevent your ads from showing for those queries in Search & Shopping.
- Display & Video suitability controls
- Content labels allow you to narrow the maturity level of YouTube & GDN content your ads can show on or next to. This is where you’ll find the one-click “content suitable for families” option, for example.
- Inventory type – expanded, standard, limited – allows you to quickly choose the type of content best suited to your brand on YouTube & GDN.
- Content type exclusions prevent ads from showing on certain areas of video content such as live streaming or embedded YouTube video.
- Sensitive content categories allow you to exclude certain types of GDN content such as tragedy and conflict.
- Exclude up to 1000 content keywords to prevent ads from showing on YouTube & GDN content related to those exact words.
- Placement exclusions prevent your ads from showing on specific YouTube and GDN content. PMax respects account- and MCC-level placement exclusions.
- PMax placement reports show the sites & apps where your ads appeared and are built expressly for GDN brand safety tools.
- And new Search Terms Insights updates include more categories, API integration, custom date ranges & downloading.
Deep dive. Read our brand safety tips for YouTube and Google advertisers for more information on how to protect your brand.
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Won't Allow "VIP Treatment": Delhi Minister On Surprise Visit To Hospitals
Delhi's Minimum Temperature Settles At 10.8 Degrees Today
Monday, December 18, 2023
Cocaine Worth Rs 40 Crore Seized From Man Who Arrived From Sierra Leone
Lucknow Man Duped By AI-Cloned Voice, Loses 45,000 In Extortion
Sunday, December 17, 2023
8 Killed After Speeding Pick-Up Vehicle Collides With Auto In Pune: Cops
Oil Spill Trapped Inside Chennai's Creek Area: Coast Guard
Saturday, December 16, 2023
Delhi's Minimum Temperature Settles At 7 Degrees, Air Quality 'Very Poor'
Google local search ranking algorithm strengthens “openness” signal
Google’s local search ranking algorithm has recently been updated to strengthen its “openness” signal for non-navigational queries. Danny Sullivan, Google’s Search Liaison, said, “we’ve long used “openness” as part of our local ranking systems, and it recently became a stronger signal for non-navigational queries.”
What changed. Earlier this month a report showed Google ranked open businesses more often in its local search rankings higher than businesses that are closed. “As of November 2023, Google appears to be looking at whether a business is currently open as a ranking factor for local pack rankings,” Joy Hawkins wrote in her report.
Google confirmed. A couple weeks later, Danny Sullivan from Google confirmed this saying, “we’ve long used “openness” as part of our local ranking systems, and it recently became a stronger signal for non-navigational queries.”
Navigational queries. Non-navigational queries are queries where you search for types of services versus specific brands. So a non-navigational query would be to search for a pharmacy, whereas a navigational query would be to search for CVS.
Don’t change your business hours. The report said, “If you are a business that’s open 24-hours a day, this would benefit you in the evenings when your competitors disappear but you still rank.”
But Sullivan said, “This might change in various ways, as we continue to evaluate the usefulness of it, however.” He added, “I wouldn’t recommend businesses do this, given the ranking signal may continue to be adjusted.”
Why we care. If you notice changes to your Google Business Profile listings, this may be why. It is also important to ensure your business hours reflect your true open hours because if you make up your business hours, you never know if you can be hit by some sort of penalty in the future.
In short, Google is now showing more businesses that are open at the current time of the search. Is that a good thing for searchers or bad is up to debate and probably very query dependent.
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Man Kills 60-Year-Old Landlady, Stuffs Her Body In Bed Box: Delhi Cops
Jharkhand Singer Beaten To Death For Harassing Girl With Mental Illness
Friday, December 15, 2023
Marketing giant ‘admits it listens to your conversations to sell targeted ads’
Leading U.S. marketing company Cox Media Group (CMG) has reportedly admitted to monitoring conversations for the purpose of targeted advertising.
Working with renowned brands like CBS, Fox News and ESPN, CMG has allegedly been promoting its ability to eavesdrop on consumers through microphones in smartphones, TVs, and smart speakers.
The agency has coined this capability “Active Listening” and has been actively pitching this service it to advertisers, showcasing the feature on its website, reports 404.
Why we care. Amid the worldwide push for enhanced privacy, including measures like the phasing out of third-party cookies, these statements have caught the PPC community off guard. Many are now speculating about potential repercussions, signaling a warning to the broader industry.
SEO consultant Gelnn Gabe responded to the report on X, writing: “This will not end well.”
Google Ads expert, Steve Huskey, added: “Textbook definition of invasion of privacy.”
How it works. CMG allegedly claims that its Active Listening technology can spot potential customers in real-time through everyday conversations. It’s uncertain if this feature is on current devices, but CMG promotes it as a futuristic marketing tool that is “available today.”
Pitching the product. A CMG rep was reportedly spotted on LinkedIn promoting this service, encouraging interested parties to get in touch so that they could provide more information on prices.
What CMG is saying. The company did not respond to Search Engine Land’s request for comment. However, a promotional post on its website, which appears to have now been removed, reportedly read:
- “What would it mean for your business if you could target potential clients who are actively discussing their need for your services in their day-to-day conversations?”
- “No, it’s not a Black Mirror episode—it’s Voice Data, and CMG has the capabilities to use it to your business advantage.”
Deep dive. Read ‘A PPC guide to privacy-focused audience targeting‘ for more information on how to serve ads while adhering to user privacy best practices.
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Gold Worth Rs 1.96 Seized At Delhi Airport, Two Arrested
Thursday, December 14, 2023
Google Ads will no longer respond to hybrid multicall requests
Google Ads will stop responding to multicall requests within hybrid setups from January 2024.
The announcement comes as the platform continues its gradual transition from waterfall to real-time bidding auctions for publisher apps.
Why we care. Publisher apps must ensure they comply with the updated rules, as Google Ads has issued a warning that it will cease purchases from publishers deliberately evading multicall detection.
Risks of non compliance. Starting January 20, 2024, Google Ads may suspend purchases on publisher apps for one week to one month, depending on the extent of previously detected abuse. The platform is actively investing in systems to identify publishers attempting to bypass multicall detection, emphasizing a focus on detecting multicall behavior.
Evading multicall detection. An example of a technique employed to evade mutlical detection includes but is not limited to:
- Ad unit representation: This involves frequently creating, using, or changing new ad units in multicall queries. Ad unit misrepresentation is usually done to hide the presence of related multicall requests.
Why now? Starting October 31, 2023, Google Ads stopped buying ads for multicall requests in waterfalls without a bidding ad unit. However, Google continued interacting with waterfall mediation on the condition that there was only a single call within the waterfall, facilitating the transition to real-time bidding. The next step in Google’s strategy is to stop responding to multicall requests within hybrid setups.
What is mediation? Mediation is a tool that helps you efficiently manage the ad sources for displaying ads in your apps. It enables you to send ad requests to multiple sources, ensuring you find the best available options to fill those requests. There are two types of mediation in Google Ads:
- Bidding: With bidding, ad sources compete in a real-time auction to fill your ad requests.
- Waterfall: In waterfall mediation, ad sources are called one by one based on the average eCPM (how much an advertiser pays for an ad space per unit of 1,000 ad impressions) you set, not on what the ad source is willing to pay.
What is a hybrid setup? In AdMob, a hybrid setup uses using both bidding and waterfall ad sources in mediation groups.
What is an ad source? An ad source is a platform or provider that serves ads in your app. In your AdMob account, go to the ad source page to set up or view available sources. You can find it by logging in, clicking “Mediation” in the sidebar, and selecting either the “Waterfall sources” or “Bidding sources” tab.
Deep dive. Read Google’s announcement in full for more information.
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6 things that happen when Googlebot can’t crawl your website
Ever wondered what would happen if you prevented Google from crawling your website for a few weeks? Technical SEO expert Kristina Azarenko has published the results of such an experiment.
Six surprising things that happened. What happened when Googlebot couldn’t crawl Azarenko’s site from Oct 5 to Nov. 7:
- Favicon was removed from Google Search results.
- Video search results took a big hit and still haven’t recovered post-experiment.
- Positions remained relatively stable, except were slightly more volatile in Canada.
- Traffic only saw only a slight decrease.
- An increase in reported indexed pages in Google Search Console. Why? Pages with noindex meta robots tags ended up being indexed because Google couldn’t crawl the site to see those tags.
- Multiple alerts in GSC (e.g., “Indexed, though blocked by robots.txt”, “Blocked by robots.txt”).
Why we care. Testing is a crucial element of SEO. All changes (intentional or unintentional) can impact your rankings and traffic and bottom line, so it’s good to understand how Google could possibly react. Also, most companies aren’t able to attempt this sort of an experiment, so this is good information to know.
The experiment. You can read all about it in Unexpected Results of My Google Crawling Experiment.
Another similar experiment. Patrick Stox of Ahrefs has also shared results of blocking two high-ranking pages with robots.txt for five months. The impact on ranking was minimal, but the pages lost all their featured snippets.
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Actor Shreyas Talpade Suffers Heart Attack, Hospitalised In Mumbai
Reminder – Google is updating ad-serving requirements in the UK and Europe
This is a gentle reminder that Google is updating its ad-serving requirements in the European Economic Area (EEA) and the UK in the coming weeks.
Under the new rules, publishers and developers using Google AdSense, Ad Manager, or AdMob in these regions must use a certified Consent Management Platform (CMP) that has been certified by Google and has integrated with the IAB Europe’s Transparency and Consent Framework (TCF).
Enforcement will begin on January 16, 2023, and will affect a small percentage of EEA and UK traffic. It will then gradually expand to all EEA and UK traffic by the end of February 2024.
Why we care. If you are running campaigns in these regions and fail to adopt a Google certified CMP, only programmatic limited ads will be served, which could have a significant impact on your monetization.
What is a certified CMP? A Google-certified CMP is a platform approved by Google to assist businesses in managing user consent for online advertising and data collection, adhering to the IAB’s Transparency and Consent Framework (TCF) v2. Check if your CMP is certified by viewing Google’s full list of certified CMPs here.
What if my CMP is not certified by Google? If your current CMP isn’t listed among Google’s certified CMPs, it is recommended to reach out to your CMP directly to inquire about their certification status.
What is IAB Europe? The Interactive Advertising Bureau Europe, a coalition of 27 national IABs across Europe and over 500 companies, works to help the digital ecosystem understand consumer trends and platform habits by conducting research and providing legal support for the online advertising industry. The ultimate aim is to empower businesses to create messages that effectively and efficiently resonate with consumer preferences.
What is the TCF? TCF is a voluntary standard developed by IAB Europe that fosters collaboration between website publishers, app developers, and technology partners. It ensures a standardized user experience for privacy choices, allowing users to grant or withhold consent and exercise their ‘right to object’ to data processing, based on practical requirements from Data Protection Authorities and legal principles.
Deep dive. Read Google’s announcement in full for more information.
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Wednesday, December 13, 2023
Video: Railway Cop Saves Woman From Falling Under Moving Train In UP
Google Ads rolls out extra help for business operation verification
Google Ads is rolling out a step-by-step guide on how to complete business operation verification.
The document will provide clarification on reasons for business operations verification failure and include example scenarios in which an advertiser might be chosen to undergo business operations verification as part of the advertiser verification program.
Marketers can expect access to the guide later this month, although an exact date is yet to be confirmed.
Why we care. The guide aims to simplify the business operation verification process and outline potential reasons for verification failure, empowering users to identify and address issues for successful resolution.
Accessibility. To access the step-by-step guide, click on the “Billing icon” and choose “Advertiser verification.” Additionally, the document will be available through in-account prompts for easy accessibility notifications as seen below:
Does this affect me? To determine if you need to complete business operations verification, check for specific steps under “Your status” on the page. If any of these steps are present, it means verification is required. Click on “Get Started” next to the relevant step and proceed to fill out the application form to complete the business operations verification process.
What Google is saying. A Google spokesperson said in a statement:
- “This update was made solely to provide additional information to advertisers and no changes to enforcement scope were made to the advertiser verification program.”
What is business operation verification? Business operation verification is a step in the advertiser verification program within Google Ads. It ensures a secure ad experience for users by proving that you are a legitimate business.
To establish verification, advertisers may be asked to confirm information about their business operations, promoting transparency and credibility in advertising, such as:
- Your business model (for example – Authorized reseller, Affiliate, direct provider of goods/services).
- Your Business registration information.
- Your Product / service offerings.
- Your business practices.
- Your relationships with advertised brands or third parties, if applicable.
After providing the necessary information, Google will verify your business operations. Subsequently, a disclosure featuring your name or the name of the represented business, along with its location, will be displayed and linked from any ads you run
Deep dive. Read Google’s announcement in full for more information.
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Video: Massive Blaze At Delhi Warehouse, 20 Fire Trucks Rushed
Google on maximizing PMax results and preparing for SGE
Automation has been a focal point in discussions within the PPC community this year.
Two noteworthy AI developments, Performance Max (PMax) and Search Generative Experience (SGE), are poised to revolutionize digital search marketing.
- PMax: A new campaign type that allows advertisers to run ads across all of Google’s networks, from search to YouTube to Maps within a single campaign.
- SGE: A boxed-in AI-generated answer to a search query that appears above Google’s search results, including links, images, and a conversational mode for follow-up questions.
In an exclusive interview with Search Engine Land, Susie Vowinkel, Managing Director at Google Travel, provides insights into what advertisers can anticipate from these products as we move into 2024, addresses concerns and offers guidance on maximizing their effectiveness for optimal results.
Switching from manual to automation
Since its official launch in July, Google’s PMax has gained strong adoption within the digital marketing community. However, there is still room for improvement. Vowinkel highlighted that those hesitating to transition from manual methods may be overlooking significant opportunities.
- “I have spent a lot of time with travel advertising over the last couple of months and everyone is talking about what they are doing with advertising on the AI front – so people do understand the potential of our AI solutions. However, we still have room to grow in terms of adoption.”
- “Some advertisers out there are still trying to do this work manually when our AI solutions could really help them.”
- “While there is strong adoption, there’s definitely more opportunity ahead.”
Unlocking PMax’s full potential
Elaborating on the reasons why advertisers should shift away from manual towards automated marketing strategies, Vowinkel emphasized:
- “PMax utilizes your assets and the information you provide to reach consumers in the right way on the right platforms and with the right messaging.”
- “It also takes a little bit of the guesswork out of trying to understand shifting seasonal behaviors – for example, summer travel may differ from travel during the holidays. Using PMax can save you from trying to manually figure out and understand what is is that you need to target.”
Vowinkel proceeded to present a case study showcasing how the global airline Lufthansa successfully reached its high growth targets for the year by utilizing PMax, achieving:
- A 45% increase in customer acquisition.
- A 59% rise in bookings.
- A reduction of 27% in cost per action.
PMax assisted Lufthansa in achieving these outcomes by eliminating the guesswork in identifying and reaching its target audience effectively, according to Vowinkel.
Control concerns
PMax campaigns stand out as one of the most automated types within Google Ads. However, for some marketers, the level of control handed over to AI can be unsettling and has caused some concerns.
Addressing this issue, Vowinkel said:
- “PMax was designed to take some of the need for control away.”
- “It empowers folks to not have to manually try and anticipate or figure out [shifts in consumer behaviour]. For example, why one vacation destination was more popular last year and a different one is rising in interest this year. These things are really hard to anticipate.”
- “So PMax was designed to help people not to have to understand as much and let the AI understand it for them. That’s why there is less control built into the product.”
PMax pitfalls
While PMax is gaining popularity among marketers, not everyone is confident in its capabilities as outcomes can vary significantly. Addressing common pitfalls with PMax campaigns, Vowinkel explained:
- “Firstly, as it is a newer product, we have to wait for that growth and adoption, and then comes the deeper understanding of how the product works.”
- “Secondly, a very important factor when it comes to PMax is what you incorporate into it – what you put into the product is going to help the outputs.”
Tips for using PMax
When harnessing PMax, Vowinkel suggested the following actions:
- Set strong goals.
- Incorporate a wide array of visuals and assets.
- Use relevant audience lists.
Vowinkel noted that advertisers who follow these three steps have experienced “great success” and enabled AI to “work most effectively.”
Changes for 2024
In 2024, Google intends to further enhance the PMax product based on feedback from marketers. The primary focus in development is to explore new ways for advertisers to enhance the input they provide to PMax, recognizing that the product’s output is only as effective as the input it receives.
Vowinkel said:
- “We’re thinking, how do we continue to work with partners on the quality of inputs and how will PMax continue to deliver on those goals.”
- “That’s where we’ll continue to see the product evolve as we head into 2024 and beyond.”
The arrival of SGE
While SGE is currently in the experimental phase, SEOs anticipate a a significant impact on websites once it is officially launched. PPC marketers should also be prepared for an effect on advertising, given that Google recently tested a new SGE ad format just last month.
Commenting on what advertisers can expect, Vowinkel added:
- “We don’t know exactly what the ad environment will look like or how it will be incorporated into SGE.”
- “When we think about AI solutions, it’s definitely one of the more exciting things to come – but we just don’t know what it’s going to look like.”
- “I encourage everyone that is interested to be playing around with our AI solutions – it’s exciting to experiment with – but they are just that, experiments, at this time.”
The future of SGE and Google Ads
While Vowinkel couldn’t provide extensive details on what advertisers can expect when Search Generative Experience (SGE) is rolled out for general availability, she emphasized that there is every reason for advertisers to be excited about what 2024 holds.
- ” I think it might be an aggressive time frame to say that we will know exactly what an advertising environment would look like within SGE [in a year’s time]. We’re a little way off on that front.”
- “But advertisers should be excited because we are continuing to bring more experiences, and develop our understanding of inputs.”
- “This is going to help us evolve what the future looks like.”
Deep dive. Read Search Engine Land’s PMax optimization guide for tips on how to improve your campaign’s performance, and our advice on how to prepare for Google’s SGE for actionable tips.
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Tuesday, December 12, 2023
Delhi Minimum Temperature At 7.4 Degrees, Air Quality Remains 'Very Poor'
YouTube adds more formats for Video Reach Campaigns
Google has rolled out additional formats for Video Reach Campaigns (VRCs) for Efficient Reach on YouTube.
VRCs can now be scaled to in-feed and shorts, as well as in-stream ads, providing marketers with a more diversified and effective approach to reaching their target audience with a single campaign.
Leveraging its machine learning technology, Google then identifies the most effective combination of ads to serve for maximum reach and efficiency.
Why we care. Serving different ad formats in a single campaign broadens audience reach during prime conversion moments. With AI handling ad format decisions, marketers can focus more on strategic tasks, removing guesswork and optimizing their efforts.
What are video reach campaigns? Launched in 2019, VRCs enable advertisers to upload a range of ad types, including six-second bumper ads, skippable in-stream ads, and non-skippable in-stream ads, within a single campaign. Google’s machine learning algorithm autonomously then determines the optimal combination of these YouTube ad formats, facilitating broad audience reach at scale.
With VRCs, there are two options for reaching your target audience:
- Efficient reach: This lets you reach more users cost-effectively by using bumper ads, skippable in-stream ads, or a combination of both in a single campaign.
- Target frequency: This enables you to convey your complete message to users through non-skippable in-stream ads, skippable in-stream ads, and bumper ads.
What are in-feed ads? In-feed video ads serve your campaigns alongside YouTube content that is relevant to your target audience. These ads show up in YouTube search results, the “watch next” section on YouTube, and the Home feed in the YouTube app.
What are Shorts ads? Shorts ads are skippable video or image ads that appear between Shorts in the Shorts Feed on YouTube.
What are In-Stream ads? In-stream ads are campaigns that play before, during, or after other videos on YouTube and websites and apps on Google video partners. There are two types of in-stream ads:
- Skippable: After five seconds, the viewer has the option to skip the ad and continue watching the video.
- Non-skippable: With videos between 6 and 15 seconds, non-skippable ads allow you to reach viewers with your entire message.
What Google is saying. Commenting on the new formats for VRCs, a Google spokesperson said in a statement:
- “People are engaging with YouTube in new ways, from exploring Shorts on their mobile devices to browsing for content on their TV screens. This evolving landscape presents brands with more opportunities to connect with their target audience on the platform.”
- “Multiformat ads paired with the power of Google AI deliver more reach and efficiency.”
Deep dive. Read our guide on how to unlock high impact at minimal cost for YouTube Ads by Search Engine Land contributor and YouTube ads expert Cory Henke for more information.
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The content marketing advantage of generative AI by Digital Marketing Depot
A new report from Deloitte Digital illuminates the escalating challenges content marketers face, and how forward-thinking brands are generating eye-opening results from generative artificial intelligence. Key findings include:
- 1 in 4 companies have already implemented generative AI for marketing content, with another 45% or surveyed marketers planning to implement by the end of 2024.
- Early adopters are able to meet content demands 1.5x as often as companies with no plans to use GenAI.
- All early adopters surveyed are already seeing positive ROI from their GenAI investments, with an average 12% return so far.
- GenAI users report saving an average of 11.4 hours per week, enabling them to focus on higher-value or more strategic tasks.
Learn more about how GenAI is fueling a content marketing innovation. Visit Digital Marketing Depot to download Gen AI Powers Content Marketing Advantage for Early Adopters.
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Search Engine Land’s commitment to use generative AI responsibly
At the end of the summer, we published a generative AI use policy for our team and contributors to follow. Publicizing that we created a policy seemed unnecessary. There’s enough humble-bragging online.
But since creating the policy, reputable publishers including Gannett (here and here) and Sports Illustrated were accused of using generative AI to create articles and publish them under phony bylines. Readers and the professional journalists working at those organizations felt betrayed.
Given that, we agreed it was time to let you know where we stand on the use of generative AI and what you should expect from Search Engine Land.
People are responsible
It was inevitable that our team and expert contributors would use generative AI in creating their articles, images and other content. After all, what tool’s ever been invented that wasn’t used?
“People are responsible” is the defining principle of our generative AI use policy. Complying with copyright laws, checking facts, eliminating bias and, when feasible, crediting sources are just a few of the responsibilities our writers and contributors own.
Researching, brainstorming and copy editing are all acceptable use cases for generative AI.
Our team and contributors are responsible for the accuracy, fairness, originality and quality of articles, presentations and content.
They are also responsible for transparency. If AI creates it, our team and contributors are responsible for ensuring you know it.
Acceptable/unacceptable uses of AI
Here are just a few generative AI use cases that are acceptable or unacceptable:
- Don’t use generative AI to write articles, computer code, or complete other tasks. Editorial and promotional copy, as well as our codebase, must be written by you while allowing for assistance (idea generation, optimization, grammar, snippets, etc.) from generative AI;
- When working with proprietary data or assets, always turn on any privacy settings (ChatGPT for example). You are expressly prohibited from using any AI tool that does not offer privacy protection when using proprietary and/or client data sets;
- When using image generation tools, do not use or publish images with any identifiable intellectual property or copyrighted materials. Examples include using the likeness of a celebrity or other corporate assets. Using logos as part of images is acceptable under certain circumstances (i.e., creating thumbnails or featured images for editorial purposes); and
- Be mindful when deploying AI hiring tools. You are responsible for overseeing their actions.’
It’s certain that generative AI will continue evolving. We’ll update our policy to keep pace with the capabilities of the technology and introduce any changes to how our team and contributors apply generative AI in their work. In the meantime, you can read the policy here.
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Monday, December 11, 2023
Sunday, December 10, 2023
13-Year-Old House Help Stripped, Filmed, Tortured By Gurugram Family
Tax Consultant Hires Men To Kill Businessman To Avoid Repaying Loan, Arrested
Indore Couple Kills Hotel Owner, Girlfriend Over Extra-Marital Affair: Cops
Teen Died By Suicide After Father Stopped Her From Using Mobile: Police
Bride, Groom Among 5 Killed In Car-Truck Collision In Chhattisgarh
Saturday, December 9, 2023
Maharashtra Man Plan His Own Kidnapping To Extort Money From Father
Mumbai Man Kills Wife After She Refused To Give Money For Alcohol: Cops
Woman Sets 61-Year-Old Husband On Fire Over His Pension: Maharashtra Cops
Mumbai Airport Best In Asia Pacific For Services: Gautam Adani
Shootout In Delhi's Posh Vasant Kunj, Lawrance Bishnoi Gang Members Caught
Friday, December 8, 2023
Watch: Eknath Shinde Joins Cleanliness Drive At Mumbai's Juhu Beach
8-Year-Old Raped By Maternal Uncle In UP, Accused Arrested: Cops
Thursday, December 7, 2023
2 Men Pose As 'Tantriks', Rape Woman In UP, Arrested: Cops
Wednesday, December 6, 2023
Flood-Hit Chennai Limps To Normalcy, Rajnath Singh's Aerial Survey Today
"Was Helping Family During Chennai Floods When...": Actor Slams MK Stalin
Delhi Man Stabbed During Marriage Function, 3 Teens Arrested: Police
Tuesday, December 5, 2023
80% Power Suppy Restored In Rain-Hit Chennai: Tamil Nadu Government
Monday, December 4, 2023
3 Killed, 2 Injured As Car Falls Into Gorge In Himachal's Mandi: Cops
Kidnapped Teen Found In Plastic Bag In Maharashtra, Murder Case Filed: Cops
Google expands video requirements for “Video mode” where video must be main content of the page
Google is expanding its video requirements where the video must be the main content of the page to show up as a video result in Google Search to also have that requirement with Google’s “Video mode” in search. Google said, “extending this change to search results in Video mode to better connect users with the video content they’re looking for.”
The change can take about a week to fully rollout but once it is done rolling out you should only see videos in Google Search and Video mode from pages that make their video the primary part of their content.
What changed. Google said it will only “show video thumbnails next to results on the main Google Search results page when the video is the main content of a page” and that it expanding this requirement for “video mode.”
Google explained “with this update, clicking a result in Video mode will only take users to a page where the video is the main content.”
What is video mode. The videos that show under the video tab are generally what is video mode. Google shared this illustration of video mode in the Google Search results:
Not primary video content. Google posted some examples of page types where the video is supplementary to the textual content, and not the primary focus of the page, they include:
- A blog post where the video is complementary to the text rather than the primary content of the page
- A product details page with a complementary video
- A video category page that lists multiple videos of equal prominence
Search Console changes. Google said this change may have an impact on your video reports within Google Search Console. “You’ll see the impact of this change in your Search Console video indexing report,” Google wrote. Videos that aren’t the main content of the page will appear as “No video indexed” in Search Console.
“Since these videos will no longer be shown in Video mode, you can expect to see a decrease in the number of pages with indexed videos,” Google added. This decrease will also appear in the number of video impressions in the performance report, video indexing report, and the video rich results report in Google Search Console.
Google will also add a new reason to the report to explain why these videos are not indexed: “Video is not the main content of the page”, which simplifies the report by replacing the following issues:
- Invalid video URL
- Unsupported video format
- Unknown video format
- Inline data URLs cannot be used for video URLs
- Video outside the viewport
- Video too small
- Video too tall
Why we care. If your pages have been ranking in video mode within Google Search, you’ll watch to watch the performance of those pages heading forward. This change also has implications for the video metrics you see reported in Search Console.
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Sunday, December 3, 2023
Tamil Nadu Shares Dos And Don'ts As Cyclone Michaung Approaches
Heavy Rain In Chennai As Cyclone Nears Tamil Nadu, Flights, Trains Hit
Angry With His Mother For Not Preparing Breakfast, Nagpur Teen Kills Self
2 Arrested For Demanding Ransom After Encounter With Police In Delhi: Cops
Woman Employee's Body Found In Uttarakhand Resort Room: Cops
Saturday, December 2, 2023
3 Rescued After Major Fire At Mumbai Building, 8 Fire Engines On Spot
Friday, December 1, 2023
Google Merchant Center Next will soon support rules and supplemental feeds
Google Merchant Center Next will support rules and supplemental feeds early next year. The predecessor version, Google Merchant Center, is still used by some advertisers and already supports these new features.
Google Merchant Center Next (GMC Next), a simplified version of Merchant Center, was unveiled in May.
Advertisers that haven’t transitioned to GMC Next and want access to the rules and feeds should not upgrade to GMC Next.
Those who have already migrated to GMC Next and need access to these tools can revert to classic mode. Google will not invite merchants using rules and feeds to migrate to GMC Next until the features are available in that platform.
Why we care. For those who migrated from GMC to GMC Next, and were unpleasantly surprised to find rules and feeds unsupported, there’s now a path to restore those features. Reverting isn’t ideal, but it offers a way to restore functionality that is integral for optimizing Google Shopping ad performance.
Switching back to Classic Mode. To revert from GMC Next to classic mode and gain access to rules and supplemental feeds, follow these steps:
- Sign in to Merchant Center.
- At the top of the screen, click the Help & feedback icon.
- Click “Use classic Merchant Center”.
- A disclaimer will appear. If you’d still like to continue, click Use classic Merchant Center.
- A box will appear allowing you to give feedback on why you’d like to switch. When you’re done, click Submit.
- Another disclaimer will appear. Check the box, and click Switch now.
- Classic Merchant Center experience will now be available to use.
Warning. Switching from Merchant Center Next back to the classic Merchant Center may result in the loss of previously added business details and in-store product details. Consider this potential impact before making the switch.
No return to GMC Next. If you switch back to the classic Merchant Center, you won’t have the option to return to the Merchant Center Next until the classic experience is retired.
Deep dive. Read Google Ads Liaison officer Ginny Marvin’s announcement on X in full for more information.
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Woman Dies By Suicide After Allegedly Being Harassed By Neighbour: Cops
Thursday, November 30, 2023
Decode the future of AI and privacy with metadata mastery by Cynthia Ramsaran
Marketing is changing fast: AI is an exciting new tool, but many marketers are struggling to track assets and performance. At the same time, privacy laws are getting more strict, and major players like Apple and Google are eliminating the tracking tools that marketers rely on.
Many marketers are dragging their feet on embracing these changes – or they don’t know how to do it. The key to success? Your marketing metadata strategy.
Learn more by registering and attending “Decode the Future of AI and Privacy with Metadata Mastery,” presented by Claravine.
Click here to view more Search Engine Land webinars.
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Google Merchant Center is removing 4 attribution models from conversion tracking
Google Merchant Center will remove the ability to select four rules-based attribution models when setting up the conversion source in 2024. The models being removed are:
- First-click.
- Linear.
- Time decay.
- Position-based.
Starting in April 2024, any conversion sources still using these models will be switched to data-driven attribution.
Marketers not wanting conversions that use data-driven attribution will be able to use the last-click model instead.
Why we care. This change will affect how marketers analyze and attribute conversions, crucial for identifying effective channels, touchpoints and strategies, enabling informed decision-making and resource allocation.
Why now? Google announced this change after confirming it was retiring these attribution models for all properties in Google Ads and Google Analytics in October 2023. A spokesperson explained that adoption rates were “increasingly low” with “fewer than 3% of conversions in Google Ads using these models.” They added:
- “Switching to the data-driven attribution model typically results in a 6% increase in conversions for advertisers.”
Deep dive. Read Google’s Select Attribution Settings documentation for more information on how to choose the reporting attribution model and conversion window for your property.
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Google will pay Canadian publishers $73m a year to keep news links in search
Google has agreed to pay publishers in Canada $73.6 million a year to keep links to news articles in its search results.
The search engine had threatened to stop serving news links in response to a new law that forces tech companies to pay for news content.
However, Google was able to strike a deal with the Canadian government before the rollout of the Online News Act, which is planned for Dec. 19, 2023.
Why we care. This landmark deal will come as a huge relief for news publishers in Canada. Had Google followed through with its threat to remove links to news articles in search, organic traffic would have been severely impacted, which in turn would have negatively affected the value of the publishers’ ad space.
Terms and conditions. Canadian Heritage Minister Pascale St-Onge said in a statement that the “single collective” paid by Google would be distributed to “a wide range of news businesses across the country, including independent news businesses and those from Indigenous and official-language minority communities.” He added:
- “A sustainable news ecosystem is good for everyone.”
- “The health of the Canadian news industry has never been more at risk.”
Although the Canadian government and Google have agreed to solutions to make both parties happy, the final regulations have yet to be confirmed.
What Google is saying. Alphabet president of global affairs, Kent Walker, said in a statement:
- “Following extensive discussions, we are pleased that the Government of Canada has committed to addressing our core issues with Bill C-18.”
- “While we work with the government through the exemption process based on the regulations that will be published shortly, we will continue sending valuable traffic to Canadian publishers.”
Meta maintains its opposition. Despite Google’s announcement, Meta is standing firm on its decision to remove news from Facebook and Instagram in Canada. Meta spokesperson, Lisa Laventure, said in a statement:
- “Unlike search engines, we do not proactively pull news from the internet to place in our users’ feeds and we have long been clear that the only way we can reasonably comply with the Online News Act is by ending news availability for people in Canada.”
Deep dive. Read Google’s concerns about Canada’s Bill C-18 in full for more information.
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Writing emails that convert by Digital Marketing Depot
Email marketing remains one of the most effective channels for engaging your audience and driving conversions. But breaking through crowded inboxes is harder than ever.
The Definitive Guide for Writing and Designing Emails That Convert outlines professional tips and best practices for optimizing email strategy. This comprehensive white paper shares:
- Key principles for email design to boost open and click through rates
- Best practices for writing compelling copy that keeps readers hooked
- Ways to incorporate psychology and drive urgency
Whether you’re a startup trying to break through the noise or an established business looking to improve existing campaigns, this guide will help strengthen your email marketing fundamentals.
Visit Digital Marketing Depot to download The Definitive Guide for Writing and Designing Emails That Convert.
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