SearchCap: Twitter in Google search, PPC ad scripts & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
From Search Engine Land:

Customer Data Strategies & Identity Resolution: Best PracticesApr 16, 2018 by Digital Marketing Depot
When it comes to customer data, fundamentals matter. If you don’t know who your customers are, you can’t create personalized brand experiences that increase revenue and lifetime value. Before you jump on the latest big digital marketing bandwagon, ask yourself these questions: How complete is our customer data? How much of our customer data sits […]

Here’s how to use Twitter to dominate the Google search resultsApr 16, 2018 by Chris Silver Smith
If you want to displace negative content or build a strong brand identity, Twitter can help, says Contributor Chris Silver Smith. Here are 10 ways to use tweets to dominate page one on Google.

Are your ads pointing to the right domain? Here’s a script to find out.Apr 16, 2018 by Daniel

MarTech salary survey results — See how yours compares

MarTech Today and Chiefmartec.com surveyed over 800 readers to gather salary data and assess the roles and responsibilities of marketing technology professionals. For the analysis, we filtered it down to only the 432 who identified their role as marketing technology, marketing operations or a combination of the two. We were looking for answers to the following questions:

How much do marketing technology and operations professionals make?
Is there a gender pay gap, and if so, where does it exist?
How often do martech professionals get promotions?

Read the full 25-page report to find the answers. Visit Digital Marketing Depot to download the “2018 Marketing Technology & Operations Salary Survey.”
The post MarTech salary survey results — See how yours compares appeared first on Search Engine Land.

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SearchCap: Bing Shopping Ads, Google Shopping carousels & Facebook data check

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
From Search Engine Land:

Does Cambridge Analytica have your info? Here’s how to checkApr 10, 2018 by Amy Gesenhues
Facebook is making it easy for users to find out if their data was scraped and is launching a data abuse bounty program to report app developers.

Google launches Reach Planner for YouTube & video ad forecasting in AdWordsApr 10, 2018 by Ginny Marvin
The tool suggests ad format mixes and provides reach estimates based on campaign objectives and budget inputs.

Become an SEO rock star: Evolve your SEO skill setApr 10, 2018 by Bobby Lyons
Want to be the SEO everyone looks up to? Contributor Bobby Lyons lists areas of marketing and technology you need to master to be at the top of your game.

Bing Shopping ads updates include multiple images, product status reporting & moreApr 10, 2018 by Ginny Marvin
Multiple images will

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How to outdo the PPC robots in shopping ads

Automation driven by improvements in artificial intelligence and machine learning will bring significant changes to how we manage pay-per-click (PPC) in 2018 and beyond.
There’s still a role for humans to play, one of which is to use what we’ve learned from years of experience to bring an account as close to perfection as possible before letting the machines take it from there.
Shopping ad performance may appear to be largely dependent on how well the automated algorithms work, with little room for account managers to optimize things. This is because the targeting is done automatically by Google, based on whatever products are in the merchant feed and how those relate to shoppers’ queries.
But there are still ways for account managers to tweak things to move the needle in the right direction.
In today’s post, I’ll explain seven ways to improve the performance of shopping ads.
Eliminate ambiguous and expensive queries
I remember several years ago, one of our customers wrote about

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Bing Shopping ads updates include multiple images, product status reporting & more

Bing Ads announced some new features and capabilities for Bing Shopping campaigns on Tuesday.
Heres’s a rundown of what’s new.
Show multiple images
Marketers can now include multiple image URLs in their product feeds to show a product from different angles, for example. Multiple images will begin to show in Bing Product Ads by the end of April.
Advertisers can now show multiple images in Bing Shopping.
You can add up to 10 image URLs in the optional [additional_image_link] in your product feed, separated by a comma delimiter.
Images must be bmp, gif, exif, jpg, png or tiff. The recommended minimum size is 220 pixels by 220 pixels, and the maximum allowed is 3.9 MB. As always, product images cannot contain watermarks or free shipping text.
Product status reporting
Four new columns are now available in the Product Groups reporting grid in the Bing Ads UI.
The Products Submitted column shows the number of products that were uploaded to Bing Merchant Center. Of those submitted, the

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Become an SEO rock star: Evolve your SEO skill set

During my career, several executives have asked why so many of my search engine optimization (SEO) team members are poached by other teams in the organization.
The answer is always the same: True SEO professionals evolve quickly and are in a constant mode of progressing their skill set. Successful SEO is less about what you know and more about what you can get done.
Talented search professionals are not only experts at evolving their skill sets and adapting to the rapid changes Google makes on a recurring basis, they are also experts at understanding how an organization works across the numerous functions in their organization.
Every manager is looking for an individual that can learn quickly on the job and already knows how to work cross-functionally to achieve objectives. These are core characteristics of a rock star or a star on the rise in any company.
In this article, I am breaking out the core areas of self-improvement SEO professionals should

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Google launches Reach Planner for YouTube & video ad forecasting in AdWords

Google has launched Reach Planner, a new planning tool for video campaigns.
Currently in beta, Reach Planner in AdWords is designed to help media planners and advertisers forecast the reach and frequency of video campaigns on YouTube and the video partners on the Google Display Network.
Reach Planner provides unique reach data for all devices, core audiences and video formats for more than 50 countries.
The tool also includes product mix recommendations intended to show which YouTube ad formats will work best together based on inputs of a marketing objective, budget and ad preferences or assets available.
If you have a Google sales rep, you can request access to the beta.
[This article originally appeared on Marketing Land.]
The post Google launches Reach Planner for YouTube & video ad forecasting in AdWords appeared first on Search Engine Land.

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Google is officially testing ‘more results’ button to load more search results

Kashin / Shutterstock.com
Google is officially testing a “more results” button in the mobile search results interface. Instead of having to click to the next page of the Google search results, a searcher can click the “more results” button, and additional search results will load below the current results.
We were able to replicate this feature test:

Danny Sullivan of Google confirmed on Twitter that this test has been running for the past few days.
It seems to be visible to many, if not all, searchers when searching Google on their smartphones.
Google first tested this more results button in a more limited fashion, but now searchers are seeing this test more often.
Google is always testing new user interfaces.
The post Google is officially testing ‘more results’ button to load more search results appeared first on Search Engine Land.

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10 great reasons to attend SMX Advanced

The search marketing profession is defined by change. Tactics that work today are outdated next quarter. Platforms launch while others sunset. Pillars of the industry crumble in the blink of an eye. Serious search marketers know that in order to be the best versions of themselves, the smartest and most capable, they need to train. Hard.
That’s why elite marketers like you attend the conference that speaks to an elevated level of experience, skips the basics and addresses the nitty-gritty of the search marketing universe: Search Engine Land’s SMX® Advanced.
SMX Advanced is the show for serious digital marketers
Obsessed with SEO and SEM? We are, too. SMX Advanced has been the leading conference for SEO and SEM professionals for over a decade, helping thousands of marketing practitioners from across the world succeed with their search marketing endeavors. Our team has one goal: to deliver actionable insights to the marketing community.
Here are 10 reasons why you should attend SMX Advanced

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How to align SEO and sales teams so everyone benefits

It’s no secret that marketing and sales don’t always see eye to eye.
The sales team gets mad at the marketing team for lack of leads and marketing gets mad at sales for not closing deals.
For two areas so closely tied to one another, the lack of cooperation is pretty amazing.
In fact, according to a recent study from InsideView titled, “The State of Sales and Marketing Alignment in 2018,”  only 37 percent of salespeople reported meeting with marketing to discuss lead scoring.

Even more telling, Hubspot’s State of Inbound 2017 report noted only 44 percent of marketers feel they are aligned with sales. Yikes!

Breaking down silos isn’t simple, and it certainly isn’t a new concept. We’ve been talking about this for years, and while technology has made it much easier for sales and marketing to align, many companies still treat these departments separately.
How can we better align our sales and marketing efforts, specifically when it comes to search engine

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