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July 19, 2019

Good morning, 😄🔍

Still celebrating National Emoji Day? OK, I know it’s kind of silly, but on our editorial call Wednesday morning, we were talking about Postmates’ launch of emoji search — you can put in a burrito 🌯 emoji to search for available burrito options, for example — and realized we hadn’t taken a look at emoji search results on Google or Bing lately. So we dug in.

What struck us: 1. Emoji search results aren’t the same as those of their text equivalents. 2. There are search optimization opportunities with emojis, particularly for video. Google tends to serve a video carousel on emoji searches that is likely to include videos with the emoji itself or the word that matches the emoji in their titles. And, those with the queried emojis in the titles often appear ahead of videos without them.

We’re not saying emoji search has taken off (though you can even put emojis in Google Trends to get a sense of how popular emoji search is on Google), but hey, it could become more popular on mobile, particularly if users get used to searching with emoji on apps like Postmates and Yelp.

Read on for a Pro Tip from Frederick Vallaeys on making automations like Smart Bidding work, well, smarter, by adding your own automation checks on top. Automation isn’t slowing down, but Frederick says, “Here’s the thing though… we don’t have to be the victims of automation. We can use it to build better agencies and stronger PPC teams.

Ginny Marvin
Editor-In-Chief

Pro Tip

Here’s why agencies need to think about automation layering

“Agencies need to think of how to automate their agency process. Ad engines build incredibly powerful automations using the latest in machine learning. Most advertisers simply can’t compete and build a better automation, so rather than compete, they should determine how to complement the technology. I think the answer is ‘automation layering,’” explains Frederick Vallaeys of Optmyzr. “In one example of automation layering, the engine handles bidding using target CPA Smart Bidding and the advertiser layers on their own automations, even simple ones like automated rules and alerts that let them know when Smart Bidding is starting to fail due to some unexpected factors affecting conversion rates, like a flash sale or an outage affecting conversion tracking.”

Read More »

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Search Shorts

Real author names in search.

Real author names. “I doubt Google’s algorithms would judge the ‘real-ness’ of author names that you use. Users might though,” said Google’s John Mueller on Twitter.

Bing connected pages. Bing Webmaster Tools reminds us that if you use connected pages you can get more data around your social media and other pages from Bing.

Slashes. The number of slashes you have in a URL doesn’t matter much, said Mueller.

Videos in search. When they display is determined algorithmically, so there isn’t something technical you can do to get your video to show up for a specific query in search, said Mueller.

What we're reading

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

Google and the Case of Mistaken Identity – Five Blocks

Google Asking Searchers To Submit Missing Knowledge Panel Data – Search Engine Roundtable

How to Do Change Detection with Screaming Frog and Google Sheets – Distilled

How would Google Answer Vague Questions in Queries? – SEO By The Sea

RSAs vs. ETAs: Stop Comparing CTR – PPC Hero

The Real Impact of Mobile-First Indexing & The Importance of Fraggles – Moz

Three Strikes: UK Retailer WHSmith’s Digital Visibility Issues – SISTRIX

When you can’t find the words, 65 new emoji are here for you – Google Blog

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