Good morning, Marketers, consensus is tough but…

One thing we can agree on (please) is that the U.S. presidential polling was off, again. That got Greg Sterling wondering about the broader implications for consumer research.

How divergent are what consumers say they do and what they actually do? How realistic is it to extrapolate the responses of a thousand consumers to the population as a whole? You can see where Greg’s going with this.

“Consumer surveys are a useful tool, but they must be reality checked with behavioral data for a more complete and accurate picture of consumer activity,” he says.

E-commerce advertisers started seeing Amazon come back into their Google Ads auctions after the company hit pause during the height of the pandemic. If you’re not sure if or how much you’re going toe-to-toe with Amazon, look to auction insights. Contributor Tim Jensen explains how to use auction insights in Google and Microsoft for competitor analysis and then use that data to optimize your campaigns.

Keep reading for reactions to the latest round of Facebook Ads bugs and more.

Ginny Marvin
Editor-In-Chief

 
 
 
Social Short
 

Facebook Ads bugs unnerve advertisers

Last week, more bugs beset a wide number of advertiser accounts and ads, causing temporary ad disapprovals and accounts being disabled. “This is the second widespread bug that we’ve seen impact Facebook campaigns in the last 4 weeks,’ said Zenia Johnson of 3Q Digital.

Why we care. Advertiser frustrations over an unpredictable and glitchy ads platform could drive them to consider channel diversification more seriously. That could help Snapchat and Pinterest, in particular, both of which have been investing in direct response advertising solutions and saw healthy ad revenue growth last quarter.

Read more here »

 

Forecasting paid search spend and revenue

This e-book, walks you through completing a sales and spend forecast to help you measure the impact of your ad spend on your overall revenue. You’ll also discover your ideal contribution margin, and even the level of adjustment required to achieve that ideal – so you can make the changes needed to grow your business in 2021.

Get your copy now! »

 
Search Shorts
 

Foursquare CEO change, seeing double canonicals, dropping URLs

Foursquare CEO David Shim is stepping down. First reported by the Wall Street Journal, current board member Gary Little will take over. Shim founded location analytics company Placed in 2011; it was bought by Snap in 2017 and then sold to Foursquare in 2019. Shim became Foursquare CEO at the end of 2019 and oversaw the merger of Foursquare and Factual in mid-2020. 

Earlier this year, we spoke with Shim about how brands and marketers can use location intelligence to identify and act on consumer trends. 

Two canonicals. Do you have two different canonical URLs listed on the same page? Google will treat it as undefined, said John Mueller of Google.

18,000 URLs dropped from Google. Mueller also said it isn’t surprising to see a site drop 18,000 URLs over a few day period. I’d be concerned…

 

Early Bird rates end Saturday

Register now to access 45+ tactic-rich SEO and SEM sessions that can help you drive more awareness, traffic, and conversions… and join us at SMX online December 8-9!

Book now for $199 »

 

Get beyond the algorithm with a data-driven SEO content strategy

Sponsored by Merkle

The divide between SEO and UX is shrinking, making success in search more challenging. Evolving your SEO strategy to focus on site experience is critical.

Join Merkle’s Director of SEO, Melody Petulla, and SEO Content Lead Kacie Gaudiose on Thursday, November 12 as they discuss how to shift your content strategy to a data-driven, user-centric and search-optimized approach.

Read More »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader.

5 SEO Tactics to Maximize Internal Links — Whiteboard Friday – Moz

Google Local Packs Not Showing Reviews For Banks – Search Engine Roundtable

Guest post: The great reset of 2020 – Microsoft Advertising

New Study: Is Google Biased Towards Particular News Sites? – Ahrefs

PES@Home 2020: Google’s first virtual summit for Product Experts – Official Google Webmaster Central Blog

Q4 CPM’s: How Changing Consumer Behavior Will Keep Down Costs for Digital Marketers – Metric Theory

ROI for SEO: How To Calculate ROI and Prove Value of SEO Initiatives – Botify

Sunset of the Ad Manager API v201911 – Google Ads Developer Blog

The Holiday Landscape for Travel PPC in 2020 – PPC Hero

Topic Maps for SEO – Inlinks