Grow Your Business throw Out of Digital Marketing

Over 10 years ago, I predicted that Google could use quality scoring for organic rankings, and I also proposed a number of ways they could quantify the quality of websites and specific factors that could be vital for this. The recent core algorithm updates and Medic Update over the past year, and publication of the Quality Rating Guidelines, are largely indicating that a business’s reputation is also key to this as well. If you’re interested in how this all may function, read on. I first predicted Google might apply a Quality Score to organic search in 2007, and in subsequent years I highlighted the need for: About Us pages so people can know who is behind a website; good Contact Us pages to instill trust; good usability and user-experience; copyright statements; and good spelling and grammar. I have predicted enough of these factors to still see the direction of where the algorithm evolution has been heading. The most recent edition of Google’s “Quality Evaluators Guidelines”, also ca...

Globally, it’s estimated that approximately 1.3 billion people live with some form of distance or near vision impairment. In the past, vision impairment may have hampered their online screen experience, but thanks to the tech advancements of today, virtually anyone can jump online and search up the latest news, new restaurant reviews, or their next vacation destination. Making sure businesses and marketers develop online content that is accessible to anyone and everyone is the big idea behind inclusive marketing. This form of marketing takes into account factors such as gender, race, language, income, sexuality, age, religion, ethnicity and ability, recognizing that marketers can no longer forge ahead assuming that one brand is designed for customers from all walks of life. Rather, marketers need to intelligently engage with individuals, taking into account their personalities, eccentricities and necessary accommodations. Part of inclusive marketing is making your online media more acc...

Only a few months ago, Google announced TV screens as a device type advertisers could target for their video campaigns in Google Ads. And this month Ginny Marvin explained that “The TV screens device type targets YouTube channel inventory on smart TVs, set top boxes, gaming consoles and streaming devices such as Apple TV, Chromecast and Roku.” While TV screens may not be the dominant device type for your video campaigns, you should at least have it on your radar to monitor device growth. Let’s check out a few ways you can keep an eye on how your YouTube videos perform on TV screens. Use the device segmentation in Google Ads We have two options when viewing our device data for video campaigns within Google Ads. The first option is to select the Devices report when you’re in your campaign or ad group. My biggest gripe with this route is Google Ads doesn’t give me all of the proper YouTube columns I like (view percent, earned metrics, others) when I’m in the Device view. We pretty much ha...