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December 11, 2019

Good morning, “It’s like Google Trends for product inspiration.”

At least that’s how I imagine the pitch for Pinterest Trends went. The company is starting to roll out its new trends tool showing the top U.S. search terms on Pinterest. You’ll be able to see search term trends, including when keywords peaked in the past 12 months, to inform your content marketing and advertising efforts on (and off) the platform. Pinterest Trends will be rolling out over the next few weeks on desktop. Pretty nifty.

More PPC cyber weekend data is coming in. Mid-market retailers threw their marketing dollars into Google Shopping, pulling back from Google text ads between Thanksgiving and Cyber Monday compared to the same period last year. Enterprise retailers, meanwhile, increased spend across both Shopping and text ads, according to data from e-commerce marketing firm Sidecar.

Verizon Media is focusing on commerce marketing to drive its business, and the new Yahoo Shopping is at the center of its commerce initiatives. The company announced a new partnership with Rakuten, this week, to feature exclusive cashback offers from roughly 50 retailers. Yahoo Shopping now acts as the engine powering commerce experiences across Verizon Media properties, including Yahoo Mail and publishers TechCrunch, Huffpost and others.

Read on for a Pro Tip on attribution models in Google Ads and more.

Ginny Marvin
Editor-In-Chief

Pro Tip

Compare non-last click models in Google Ads for better conversions

“As Google continues to push automated bidding strategies like maximize conversions, maximize conversion value and target ROAS (just to name a few), using non-last click attribution becomes even more important,” explains Justine Rabideau of HawkSEM. “The Model Comparison Tool report in Google Analytics looks at historical data and gives estimates for how many conversions you would have had if you leveraged a different model. This tool can help you decide which model (Position-Based, Linear or Time Decay) aligns best with your user flow.”

“Making the change to a non-last click model is simple: 1) Log into Google Ads; 2) Navigate to the conversions tab, then click on the conversion action you want to change; 3) Click “edit settings” and then choose whichever attribution model is right for you. If you have multiple conversions being counted, make sure to change all conversions you’re tracking in the account.”

Learn More »

Making a list of your 2020 marketing resolutions?

If so, you should add creating PPC reports that people will actually read to your list. Adzooma publishes a sponsored article this morning that explains how to save on time and gain on interest. Or you can vow in 2020 to roll up your sleeves and start fighting invalid traffic (IVT). Stop serving ads to bots and learn how to protect your online advertising campaigns by downloading The Essential Guide to Protecting Your Ad Spend from Invalid Traffic, a whitepaper from Moat by Oracle Data Cloud.

Search Shorts

Google algorithms and Bing core updates

Google algorithm update chatter bug. The recent chatter early this week around a possible Google algorithm update might be related to a Google Analytics bug.

Bing algorithm update values. Bing looks at the ROI of every algorithm and core ranking change to see the cost and value before implementing it, said Frédéric Dubut.

LinkedIn black hole. If you are looking for help from Google’s John Mueller, do not message him on LinkedIn. He doesn’t look at it, he said.

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