How to best utilize the networks within Google AdWords

30-second summary:

  • Google networks can be tricky when deciding which ones are best for your goals and spending plan
  • Three suggestions that will help you to make use of the networks tactically
  • You initially need to understand the difference prior to picking a network
  • Tidy information is key when evaluating efficiency, so it is best to keep network targeting independently
  • Where a user is at in the conversion funnel will tell you if the network brings conversions
  • By having 2 different projects that are network particular, you will be able to appropriately target your audience with clear messaging while being able to access essential data points quickly and properly

There are 2 networks within Google AdWords– display screen and search. When you set up a project for the very first time, you may see an option to include either one of these within the settings.

The search network advertisements appear on Google’s search engine result page, and the display screen network ads appear on apps, websites, and videos. What looks like a good concept to get more exposure, may not assist you in the end when determining performance.

Google AdWords - Search and display

To profit of both search and screen, you need

to be tactical about how you are targeting users on

these platforms. Here are three suggestions for utilizing the networks within Google AdWords: Tip # 1: Know the difference Show choose versus screen network are various despite the fact that the listing of display screen network in your settings can be a little misleading. The display choose is a hybrid project design. While you can take your search network advertisements to the next level by including them to show, it is not ideal for tight spending plans.

By nature, the display network expands its reach to a broader audience. You are launching control over to Google when you add this choice. By keeping everything in search, you are targeting an active user who wishes to discover something relative to the keywords within the campaign.

The screen network will boost presence, but it is not as targeted and must not be utilized by those with a smaller sized budget plan. They may not be prepared to buy when users are on even display choose. These users are far out in the conversion funnel. Accomplishing clicks is challenging in this network with an ad-driven by copy.

For those who need to increase awareness, then display is for you. Ad area on the network is great, so you can reach and expand your audience.

Tip # 2: Make sure information is tidy

Your data may not be as clean if you are using a search network with display choose. The search network has a greater click-through rate (CTR) than the display. If you are looking at the overall information of the project, you may not be able to get a accurate and quick appearance at efficiency.

The impressions and clicks created by the screen network are not applied to the keywords within your campaign. The factor for this is because those impressions and clicks are not in fact “search”. To genuinely assess performance, you need to take a deeper look.

Google AdWords - Search and display data

To determine, you require to go to each individual ad group in Google AdWords and take a look at how the screen select and the search network are each performing. Users are in various places within the conversion funnel, so it is essential to understand the industry benchmarks for each network when measuring data. It is recommended to divide the projects when utilizing both of Google AdWords’ networks.

Suggestion # 3: Understand the conversion funnel

The conversion funnel is comprised of different stages, such as consideration, awareness, and choice. When a user is on the display screen network, they are probably in the awareness phase. When a user is in the search network, they are at the bottom of the funnel. These users know they wish to purchase a product or service, but they are evaluating where to purchase it.

The reason you require to understand the funnel is not just from an information perspective, but it is likewise for producing quality ad copy. Your messages need to be proper for where that user is in the conversion funnel. You would never ever ask somebody to purchase from you if you simply satisfied them at a networking event. It is important to fulfill the user where they are at by creating ad copy that is relevant.

A dual-network technique is not for everybody. So, prior to diving into both, determine your goals and assess if both will help you to meet them. By having two different projects that are network-specific, you will have the ability to correctly target your audience with clear messaging while being able to access key data points rapidly and properly.

Ashley G. Schweigert is Owner at Marcom Content by Ashley, LLC.

Unified ID 2.0, ecommerce Shopper Experience: Thursday’s daily brief

Marketing Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, and it’s nice to know where everybody is headed.

As you’ll see a little further down, the digital ad space may be headed toward several different standards for universal identifiers, and that is creating disruption — in the adtech space, and therefore for advertisers and marketers.

But first, some more disruption — this is my first time visiting your inbox as part of the committed MarTech Today team. See, disruption doesn’t have to be catastrophic. It can be minor, and potentially seamless, thanks to the martech pros who’ve welcomed me.

I’m obsessed with human behavior and how it can change when people encounter new media. I think about people, and my hunch is that the best marketers also do, too.

For example, where are streamers headed? According to a new study from Adjust, 52.5% of consumers have used phones to stream more TV content since social distancing took effect. For those like me who thought smartphone streamers were all headed to work, this leaves us scratching our heads.

People are telling us something, or many things. Are marketers listening?

For instance, if dining customers are still heading to Yelp, Yelp can offer a hand by expanding their Waitlist feature to support dine-in and carryout, depending on where eaters are headed.

Everybody’s lives get disrupted and their digital behavior shifts. I’d love to hear your stories. Email me at [email protected], DM me on Twitter and connect with me on LinkedIn. I’ll be sharing more disruptive breakthroughs right here.

Chris Wood,


The Trade Desk hands over Unified ID 2.0  

Unified ID 2.0, widely described as a “North Star” among various attempts to create a single universal identifier, has been an open source project since its inception. But it was led by and fully associated with global advertising platform The Trade Desk. Until last week, anyway, when The Trade Desk handed it over to, the open source header bidding wrapper. What’s the significance of that move, and does it advance the case for Unified ID 2.0 to be embraced as the industry standard — one identifier to rule them all, one identifier to bind them?

The Trade Desk had always intended to hand off Unified ID 2.0 to a third party, to assuage concerns that it was taking competitive advantage, but had felt a need to be closely involved in developing it to maturity. To any observer, the universal identifier space has indeed looked increasingly competitive, especially among more or less pure play identity providers like LiveRamp and Tapad.

Cheetah Digital CMO Richard Jones had some critical thoughts on the current divided state of identities. “It reminds me of Brexit,” he said (Jones, based in Colorado, is British). “Everything’s going to be OK. Really? There are one or two workarounds which will get prominence, and people will move forward.”

Jones points to an alternative approach that enterprise advertisers are taking. “People like P&G and Starbucks, they have been meticulously working over the past couple of years or more to isolate themselves from this adtech disruption by building out very strong direct-to-consumer connections. P&G has built a database of several billion people.” Large brands become, in effect, their own walled gardens.

Read more here.

Strong growth for digital shopping and social commerce   

The COVID-19 pandemic has accelerated the transition to e-commerce by years, according to the Shopper Experience Index, from user review and UGC management platform Bazaarvoice. The Index reports that 36% of U.S. shoppers have reduced their in-store trips, and 20% no longer shop in-store at all. However, around half of those surveyed still expect to choose in-store shopping sometime during the next year.

In the U.S., 32% of shoppers say they are discovering new products on social media, and more than a third of shoppers made a purchase on a social media platform in the past year. The conclusions are based on 11,500 brand and retailer websites in the Bazaarvoice Network, Bazaarvoice’s Influenster community of more than six million members and a global survey of more than 6,000 consumers.

Why we care. The habits of the individual consumer are changing at incredible speed. We now have at least a little distance from the disruption wrought in the early months of the pandemic, and this is another extensive survey putting data behind some things we kind of intuited already.

Yelp’s Waitlist, analytics and POS updates aim to address shifting consumer preferences

Yesterday, Yelp expanded its Waitlist feature to support takeout as well as dine-in customers. Hosts can use Waitlist to input takeout orders, add supporting details and text customers when their food is ready, which can help everyone maintain social distance throughout the process.

The platform also rolled out enhanced analytics for multilocation restaurants. Metrics include number of customers seated, number of customers seated via Yelp, seating conversion rates (the percentage of Waitlist parties that were eventually seated) and wait time accuracy. 

Guest profiles and a new POS integration facilitate front-end operations by autofilling customer info and updating hosts when a check is paid, but they also provide marketers who work for restaurants with data on the amount spent, what was ordered and who the server was. Yelp says these two features also support targeted marketing opportunities but did not provide more details in its announcement.

Yelp’s update seeks to differentiate itself from Google My Business by making it more SaaS-like, which may bolster the platform’s non-advertising revenues. Businesses that compete with Google, such as online travel agencies or other search engines, need to add values in ways that Google can’t. Then again, they’re probably doing just that; it’s just harder to generate awareness when you’re constantly in Google’s shadow. Perhaps Yelp’s growing list of SaaS features will help it step out of that shadow.

Read more here.

Quote of the day

“$60 billion of linear TV ad spend is moving to CTV. But there isn’t $60 billion of ad supply. There are ~12 min/hr of ads in linear vs. ~5 min/hr in ad-supported streaming. So where will some of that $60 billion go? My bet is that the ads will be integrated into the content.” Ari Lewine, co-founder of TripleLift

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

Martech survey, Australia passes media code: Friday’s daily brief

Marketing Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, can we get to know each other a little better? 

I’ll go first. My name is Meg, and I’m new here. As an editor at MarTech Today, I’m excited to advocate for you by telling stories that answer your questions, offer solutions to your toughest problems, and help you meet your goals.

Now it’s your turn. What drives you? What drives you crazy? What gnarly problems have you solved in innovative ways that you want to share with your colleagues? Please feel free to reach out to me directly at [email protected] (And be sure to take our survey below!)

Meg Ryan,


What martech tools are you using in 2021?

The pandemic has changed the way we work in many ways. It’s changed the way we collaborate, it’s shifted budgets — so we’d like to know: How has it changed the martech tools you or your team are using? Have you tried new solutions because of an extended trial period or a freemium offering? Will they end up as trusted parts of your stack? Please take our quick Marketing Technology survey.

Take our MarTech survey   

Australia media code passes with input from Facebook  

We learned from CNET that Australia passed its news-bargaining law on Wednesday after rewrites with input from Google and Facebook earlier this week. The News Media and Digital Platforms Mandatory Bargaining Code requires Google and Facebook to negotiate licensing agreements with publishers for news articles that appear in the tech giants’ search and feed.
The revised code was hammered out by Australian Treasurer Josh Frydenberg, FB’s Mark Zuckerberg and Google head Sundar Pichai. 

After Facebook cut off Australian users from news last week and Google worked out multimillion-dollar deals with Australian media organizations including Rupert Murdoch’s News Corp during the code’s six-month journey into law, the code was finalized with three key edits: 

  • In order to be designated a digital platform that’s subject to the new law, a company has to be determined to have “made a significant contribution to the sustainability of the Australian news industry” 
  • Companies designated as digital platforms will get a 30-day notice to allow time to negotiate with publishers
  • The code now applies only to platforms that make news content available intentionally (effectively creating a loophole for platforms such as Facebook to claim the news content it posts is incidental)

Facebook promised to lift its blockade in Australia but reserves the right to re-block its content. In a blog post Wednesday, Facebook’s Nick Clegg admitted its original block went too far, but maintained the company’s “it’s not us, it’s you” stance, writing, “It is understandable that some media conglomerates see Facebook as a potential source of money to make up for their losses, but does that mean they should be able to demand a blank check?” 

Why we care. While Australia is not alone, the law’s scope and potential impact — remember, Australia is the home of Rupert Murdoch’s massive News Corp — has inspired similar legislation worldwide. Canada and the UK are considering ways to seek parity between tech giants and news and content creators. France has a copyright law on the books similar to Australia’s. With consumer privacy laws starting to be considered more closely at the state level, it may be only a matter of time before this trend hits the U.S. too.

Virginia passes its own consumer privacy protection law    

The Virginia legislature overwhelmingly passed its Consumer Data Protection Act (CDPA) this week, AdExchanger reported. The CDPA is similar to California’s Consumer Privacy and the EU’s GDPR (and now DSA 2.0) in that they’re intended to protect people from having their information captured unawares, the Virginia law draws some bright lines that CCPA, for example, doesn’t. Instead, it allows users to access, correct, delete, or move their information. Also unlike the California law, which applies to all businesses with gross annual revenue of at least $25 million, CDPA goes by location and units. It applies to… 

  • any entity conducting business in Virginia that also
  • handles personal data of at least 100,000 consumers or 
  • generates more than half of gross revenue from either the sale or processing of data of 25,000 or more consumers – which the law defines as individuals who live in Virginia.

The law also can only be enforced by the commonwealth’s attorney general.

Gov. Ralph Northam is expected to sign the bill sometime in the next few weeks.

Why we care. If state-by-state privacy laws turn into a trend, expect new tools to help you parse data, customize permissions, and maintain compliance. In the longer term, look for GDPR-style legislation to be introduced at the federal level. 

Programmatic aggregators push past premium publishers 

The number of impressions on videos placed through media aggregators exceeded those that were placed directly through premium publishers, according to the Q4 2020 Video Benchmarks report by TV and video ad asset management platform Extreme Reach. Impressions from media aggregators rose from 22% of placements in Q1 to 52% in Q4. That’s a pretty sharp rise.

Other findings include:

  • CTV remains in the lead, holding a 35% share of the impressions across all devices;
  • The 30-second ad remains dominant, with 79% of all impressions in 2020 (and up from 67% in the full year 2019); and
  • Average video completion rates (VCR) dropped 10% year over year (to 80% in 2020); premium vendor VCR remained strong at 91% in Q4. 

Why we care. With concern throughout the video space over ad fraud in programmatic media aggregators, it appears that 2020 was the year that digital marketers gained trust and saw results. The impressions speak for themselves. And if the content is solid, the old classic 30-second ad continues to hold viewers’ attention no matter what size screen they view it on.

Quote of the day

“A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.” ― Marty Neumeier, author, The Brand Gap and The 46 Rules of Genius: An Innovator’s Guide to Creativity

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Data-backed insights on featured bit optimization

30-second summary:

  • Around one-fifth of all keywords set off a featured bit
  • 99% of all featured bits tend to appear within the very first natural position and take control of 50% of the screen on mobile phones, driving higher-than-average click-through rates (CTR)
  • The crucial to highlighted bit optimization depends on a few particular areas: long-tail- and question-like keyword strategy, date significant content that comes at the ideal length and format, and a succinct URL structure

Google has actually always been pretty hazy on any information about winning highlighted bits. This held true when they were initially presented, making them something businesses thought about to be the cherry on top of their SEO efforts, which is still mainly the case. Having first-hand knowledge about the value and power of highlighted snippets, Brado teamed up with Semrush to carry out the most comprehensive research study around included snippet optimization to uncover how they actually work, and what you can do to win them.

Revealing the highlights from a Featured snippets study that evaluated over a million SERPs with featured bits present, this post unwraps actionable suggestions on amping up your optimization method to lastly win that Google reward.

General patterns throughout the included bit landscape

With billions of search queries run through the Google search box each day, our research study discovered that around 19 percent of keywords activate a featured snippet. Why does this even matter? Featured snippets are understood to drive greater CTR– as another study discovered, they are accountable for over 35 percent of all clicks.

Further showing the enormous power of highlighted snippets, our study showed that they use up over 50 percent of the SERP’s property on mobile screens.

Combine this with our findings that 99 percent of the time included bits take control of the first natural position, which they are in most cases activated by long-tail keywords (implying specific user intent), and you’ll get the reason behind exceptionally high CTR numbers.

Are some industries more likely to activate highlighted bits?

In the study, we defined industries by keyword categories, discovering that, undoubtedly, featured snippet volume is irregular across numerous sections.

The top market, seeing a featured bit in 62 percent of all cases, is Travel and Computer & & Electronics, followed by Arts & & Entertainment (59 percent), and Science (54 percent), while Real Estate keywords lag behind all the rest with only 11 percent of keywords triggering a featured bit.

featured snippet optimization insights on keyword categories that trigger

Yet on a domain level, the market breakdown differs slightly, with Health and News websites having similar highlighted bit volumes. You can find the complete

industry breakdown within the research study. Featured snippets are everything about earns, not wins Simply hoping your material will win you an included bit isn’t enough– as our research study revealed, it’s all about hard-earned material optimization

outcomes. Throughout our thorough featured bit analysis, we determined the following SEO finest practices constant throughout all included snippets we’ve encountered:

1. Enhance for long-tail keywords and questions

When it comes to optimization and keywords, use ‘the more the much better’ logic.

Our study discovered that 55.5 percent of featured bits were activated by 10-word keywords, while single-word ones just appeared 4.3 percent of the time.

Something even better than long-tails is concerns. 29 percent of keywords setting off an included snippet begin with concern words– “why” (78 percent), “can” (72 percent), “do” (67 percent), and in the fewest cases, “where” (19 percent).

featured snippet optimization insights on question keywords that trigger

2. Use the best material length and format The SERPs we examined consisted of four types of highlighted snippet: paragraphs, lists, tables, and

  • videos: 70 percent of the outcomes showed paragraphs, with approximately 42 words and 249 characters
  • Lists can be found in as the second-most-frequent featured bit (19 percent), with approximately 6 product counts and 44 words
  • Tables (6 percent) typically featured 5 rows and two columns
  • Videos, whose typical duration stood at 6:39 mins, appeared in only 4.6 percent of all cases.

Obviously, don’t blindly follow this information as the principle, rather see it as a good beginning point for featured-snippet-minded content optimization.

Plus, bear in mind that content quality constantly dominates amount, so if you have a high-performing piece that includes a 10-row table, Google will simply cut it down, revealing the blue “More rows” link, which can even enhance your CTR.

3. Do not overcomplicate your URL structure

As it ends up, URL length matters in Google’s choice of a website that should have a highlighted snippet. Attempt to adhere to cool site architecture, with 1-3 subfolders per URL, and you’ll be more likely to win.

Just for reference, here is an example of a URL with three subfolders:

4. Make frequent content updates

In the “to add or not to add a post date” issue, based upon our included snippet analysis, we ‘d recommend that you release date marked content.

The majority of Google’s highlighted snippets consist of an article date, with the following breakdown: 47% of list-type highlighted bits come from date-marked content, paragraphs– 44%, videos– 20%, and tables– 19% of the time.

While fresh-out-of-the-oven content can be favored by Google, 70% of all content making it into the featured bit was anywhere from 2 to 3 years old (2018, 2019, 2020), meaning as soon as again that content quality matters more than recency, so you shouldn’t fret that putting a date on it will work against you.

Take a deep-dive into the complete Semrush research study to learn more about included snippets and find the very best way to produce featured bit centers.

A.J. Ghergich is the CTO at Brado.

New tools for Pinterest creators

“The content on our platform is about you, and what you want in your life,” explained Colleen Stauffer, Global Director of Creator Marketing for Pinterest. “We really tried to harness planning that became way more short-term last year during the pandemic. We wanted to fit people in their current lives and how they planned in the hour.”

The pandemic didn’t just change our lives out in the real world, it changed digital lives as well. It modified the demands users placed on familiar tools. For marketers, taking note of these shifts on social media platforms is essential. For the architects of these communities, the trends cut deep into human experience.

Before the pandemic, Stauffer was aware of the tendency for users (called “Pinners”) to be “future-looking” in the content they sought out. They might be planning a vacation, or maybe they were redesigning a room in their home. With the pandemic, those same people were now searching out short-term solutions. What quick meal could they prepare just before a work-from-home meeting, while their child did remote learning on the family laptop?

As a quick response last March, Pinterest moved up the launch of their Today tab. The feature allowed users to get quick updates from reputable sources like the Centers for Disease Control and the World Health Organization. Users could also find kid-friendly baking recipes and recommended movies to fill all the downtime indoors.

Powering up creators

In addition to helping their audience navigate a stressful time, Pinterest has also taken steps to grow and strengthen its community. Often, they have done so to distinguish themselves from other platforms like Instagram or YouTube, instead of following standard social media practice. On Pinterest, there is following and sharing, but for years they’ve emphatically denied that they are social media. They define themselves as visual discovery.

What they call themselves isn’t as important as what they help members of their community do. And this is important for marketers because last summer Pinterest topped 400 million monthly active users. It’s growing among millennials and Gen Zers, including a 50% boost year-over-year for men on the platform.

Strengthening Pinterest’s creator base powers the entire community and makes it even more valuable to brands. The moves Pinterest is making in this direction show how users and their preferences have changed.

At the end of September, Pinterest introduced Story Pins, the ability for creators to tell multi-page stories. This beta version also included a new creator profile and analytics tools to track performance. Pinterest is also giving creators access to analytics across the community through its trends tool.

At the heart the new Story Pins format is a wager against how other digital stories are told. For instance, the stories on Instagram expire after 24 hours. On Pinterest, they stay where they are. This feature leverages the evergreen value in Pinterest content, allowing Pinners to discover and rediscover what might have been overlooked in the past.

With the new beta Story Pins, creators can also publish directly to Pinterest. Also, Pinners can browse and then message creators directly within the platform via the new profile.

“Creators want the content to live in one place,” Stauffer said. “Creating content directly on Pinterest has been a need for our Pinners. They want to find an amazing food creator, see their Story Pin, and get the recipe, all within our ecosystem.”

While creators and their followers get to engage with the created content all in one place, the environment also gains ecommerce potential. Insider projects that in 2021, social commerce sales will surpass $36 billion in the U.S. alone. (The 2020 U.S. social commerce market was estimated at just under $30 billion.)

Already this year, Pinterest is taking steps to make its platform more shoppable, including through Story Pins. Currently it has integrated an augmented reality try-on feature for some beauty products. It turns out that Pinners who use this feature are five times more likely to show purchase intent.

According to Stauffer, 89% of weekly Pinners use Pinterest for inspiration in their path to purchase, confirming the influencing potential of creators. Additionally, 83% of weekly users have made a purchase based on Pinterest content.

“Pinterest is a visual discovery platform and every time Pinners see a product they like, they should be able to buy it, or something like it, based on their unique taste,” Stauffer said. “That’s our vision for shopping with Pinterest. We have launched shopping products that bring shopping everywhere across the platform, including our Verified Merchant Program and our partnership with Shopify, where brands can easily upload their product feeds and turn them into shoppable Pins.”

She added, “In the coming months we’ll be introducing product tagging for Story Pins so creators can tag specific products within their Story Pins and reach people in a mindset to plan and shop.”

Next-level influencing for Pinterest creators

So what does the future of influencing on Pinterest look like?

Fashion designer Peter Som took to Pinterest to broaden his knowledge of food and mixology. He has close to 3 million Pinners following him.

In a test campaign over the holidays, Pinterest paired Som with a Diageo spirits brand, Tanqueray. He mixed up cocktails with three variants of the gin to show the versatility of the brand. Outside of the food category, Pinterest also activated sponsored Story Pins for IKEA.

With a more robust influencer community added onto its already highly engaged community of creators and Pinners, the platform will be competitive in the emerging social commerce market.

Pinterest’s future-looking behavior can also provide hope for relief in stressful times. According to Stauffer, the Pinners are starting to search for vacations again.

This story first appeared on MarTech Today.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

Providing better product information for shoppers

Friday, February 26, 2021

Google’s mission is to organize the world’s information, and organizing product information for shoppers and retailers is an essential part of this mission. In the last year, we’ve introduced several new experiences that enable brands and retailers to list their products for free on Google, whether that’s on Google Search through a product knowledge panel or on the Shopping tab.

To best help users find your content and products in Search, we recommend that websites clearly identify products mentioned.

In the following sections we provide guidelines for manufacturers, retailers, and publishers on how to ensure that Google understands the products they are selling or referencing.

How Google identifies products online and offline

Google relies on accurate and trusted product data to precisely identify products that are available for shoppers.

We recommend providing clear product identification, as this helps Google to match offers to products, and to match products to relevant search queries. You can improve Google’s understanding of products by using unique product identifiers like Global Trade Item Number (GTIN™), Manufacturer Part Numbers (MPNs), and brand names. When using product identifiers, we recommend that the identifiers follow these best practices:

  • Uniqueness: Each product should have a unique identifier that can consistently and accurately be shared across the ecosystem and identify a product in both the physical and digital worlds of commerce.
  • Verifiability: Identity of a product (for example, who is the manufacturer) and other product data should be verifiable through a trusted source. This allows marketplaces to verify that product data is accurate and complete through global registries, the organizations that issued and manage the identifiers.
  • Global Reach: With ecommerce making the world more connected, relying on an identification system that can be used across the ecosystem globally will help keep product identification seamless for stakeholders in all countries.

Google adopted use of GTINs as the standard in 2015 so that retailers could reach more customers online.

For products that are sold through a variety of sellers and marketplaces, registering products with the GS1 Global Trade Item Number (GTIN) System provides internationally recognized standard identifiers for unique identification of products both in physical stores and on e-commerce platforms. Registration makes it possible for consumers to identify the source of the product.

Tips for brands and manufacturers

Brands and manufacturers can submit product data through Google Manufacturer Center for free, and as part of this process, share the product information to uniquely identify the products to Google. Below are some tips to ensure that Google understands the data that you are providing:

  • Ensure your products have GTINs: Your products must have unique Global Trade Item Numbers (GTINs) to use Manufacturer Center. To learn how to assign GTINs to your products, visit the GS1 website in your local region.
  • Don’t reuse product identifiers: GTINs should never be shared across multiple products; a single product should map clearly to a single GTIN. Reuse of GTINs can cause marketplace catalog data to become out of date and inconsistent, creating confusion. By obtaining product identifiers from unauthorized sources (for example, identifiers sold through bankruptcy proceedings), you run the risk of establishing identity on the foundation of a previously registered product or company.
  • Follow best practices for product identifiers for custom products: In certain situations (for example, artisan products, customizable products, or one-off products), a brand can adopt a proprietary approach to solve product identity by managing its products with unique Stock Keeping Unit numbers (SKUs) or Manufacturer Part Numbers (MPNs). The key here is for manufacturers to incorporate the principles around uniqueness, verifiability and global reach to ensure the benefits of having product identifiers materialize.

Tips for retailers and 3rd-party sellers

Retailers should ensure accurate product identification on their websites. In addition to general guidelines around GTIN, Google recommends:

  • Submit high quality product data: Submit structured data to Google in a product feed or add structured data markup to your website.
  • Provide a GTIN, when GTINs exist: Retailers must provide GTINs when they’re selling products that have GTINs. The GTIN can be included in both the product feed as well as the page’s structured data. If a product does not have a GTIN, retailers and 3rd-party sellers should rely on brand and manufacturer parts numbers to identify the product.
  • Use valid and unique GTINs: Don’t reuse existing GTINs for a new product. Retailers should not invent GTINs and should not register their own GTINs with GS1, unless they are also the manufacturer of the product.

Tips for online publishers

When publishers create content, like reviewing products or sharing the latest deals for a given product, it’s important that the products in those reviews be accurately identified. This allows users to find those reviews when searching for products on Google. Google recommends:

  • Use exact product names: Publishers should mention the exact name of the products that are mentioned on the page. This makes it easier for users, and search engines, to understand exactly which product is referenced.
  • Use structured data: We recommend adding structured data, including the GTIN, when reviewing products. This makes it easier for search engines to better understand when to show your pages in search.
  • Use valid and unique GTINs: GTINs should never be invented or “borrowed” from other products just to provide a GTIN identifier on the content.

Product identity is critical in commerce because it ensures that businesses and consumers accurately understand the origin and unique identity of a product. This also applies to the web and Google Search, where an accurate understanding of a product helps to show the right product to the right user at the right time.

For questions or comments, feel free to drop by our Search Central help forums, or contact us through our other channels.

SEO in 2021: What your organization’s executives and senior leaders must know

  • 30-second summary: Did you know that 53 percent of trackable web traffic is organic?
  • A research study from BrightEdge exposed that search (organic and paid) still delivers more traffic to sites than any other channels, including social and screen
  • These stats prove that the function of SEO in 2021 is elevated throughout all markets given that a natural flow of traffic is now more crucial than ever
  • Merkle Inc.’s VP Head of SEO, Eryck Dzotsi talks about 6 essential focus areas that leaders throughout organizations should plainly comprehend about the function of SEO to drive organic search efficiency

2020 wasn’t a year that we will soon forget. Life and the way we do business altered forever. Ecommerce grew more in 2015 than it has actually grown in the previous 5 years integrated. As a result, numerous companies had to adapt their marketing efforts to these modifications. The function of SEO in 2021 is elevated throughout all industries given that an organic circulation of traffic is now more critical than ever.

As we navigate this year, leaders throughout companies should clearly comprehend the role of SEO and focus on driving natural search efficiency. Let’s dive into some crucial locations of focus:

1. Specify the combination of SEO within other channels going forward

Did you know that 53 percent of trackable web traffic is organic? A study from BrightEdge revealed that search (natural and paid) still provides more traffic to sites than any other channels, consisting of social and display. This figure alone demonstrates why brand names need to understand that natural traffic is not disappearing, and they need to worth SEO in 2021 and beyond. They need to incorporate SEO with their other media channels. Organic search is the only channel that has a touchpoint across each phase of the consumer journey.

While TV and screen are normally connected with awareness, paid search is generally lined up with the mid to decrease funnel as consumers are making a decision about the product or service and converting. The story is different for natural search.

  • When thinking about an item or when they have an issue they are trying to resolve, users search (typically as an outcome of interacting with an advertisement)
  • When deciding and comparing alternatives, users search
  • When consumers are prepared to convert, they browse again, and frequently, after the purchase, search is again associated with learning how to use the product, service, and more

SEO has to do with answering users’ concerns and helping them find what they were looking for. As a result, SEO is among the few channels where the engagement is started by the advertisement and the user does not interrupt the client journey. This makes SEO the channel that ought to be the point player to a cross-channel line-up, playing assist to the other channels.

2. Organizations must hold SEO to the exact same responsibility and analysis as other channels (ROI)

Organizations need to release a clear SEO analytics prepare going forward. Often, due to the fact that SEO does not have an associated cost, marketing prioritization is low, and measurement is laxed. ROI can appear abstract, and teams stop working to properly track the measurement of success based upon levels of effort, this is not ideal. SEO teams need to have an organized measurement strategy and resources in location to make the best level of attribution and adjustments happen.

To start, align your goals with the other media channels– take a look at the impressions and have a clear understanding of your share of voice within your industry, click-throughs, sees, and conversions as part of the full view– what percent are you getting compared to the marketplace?

This responsibility should be demanded from your SEO group moving forward.

3. Organizations needs to enhance to one search experience by harmonizing SEO and SEM

In the first half of 2020, and throughout a few of the social unrest durations that marked the year, many marketers paused their projects. In those circumstances, this was a real-time experiment in organic vs. paid traffic acquisition. The conclusion many have actually walked away with is that you require both, but the programs which invested greatly in natural search revealed the very best results in aggregate.

Given that non-branded keywords are becoming increasingly costly, it is not constantly efficient to deploy a non-brand project in paid search. As an outcome, numerous projects have actually been lowered to maximizing visibility on branded terms. How do you win in search when you can not buy your way out with paid projects? Organic search is the answer. An analysis should be performed to effectively discover the balance between paid and organic so that you are enhancing the total search experience. Organizations that win here will have a clear strategy around leveraging where they are winning and where they have spaces.

4. Marketing groups need to align SEO and user experience

Many lessons were gained in terms of lowering friction in the client journey and optimizing the conversation between consumers and brand names. As a result, lots of brand names set out to either revamp their websites or migrate to a new platform. When revamping or upgrading a website, it is crucial to include SEO in the task from the beginning, or you will likely end up adding an additional step when a messed up overhaul of content begins to affect performance. Start the project with SEOs involved from the starting to save time, cash, and headaches in this process. Additionally, ranking elements are becoming more lined up with items that are controlled by the UX team. SEO links your media group to your user experience group, and collaboration in between the two is essential to bridge the space in 2021 and beyond.

“Page experience” is currently a ranking factor in Google’s algorithm and represents a set of elements considered essential in a web page’s total UX (mobile-friendliness, security, and the others). There are a couple of things happening this year that are specifically highlighting Google’s continued focus on satisfying sites that supply a terrific experience. First, Google is finalizing the switch to mobile-first indexing, which means all websites and their content will be crawled, evaluated, and indexed from a mobile device viewpoint. Then the Core Web Vitals will be included in the larger page experience ranking factor.

5. Technical top priorities for web need to include SEO, Core Web Vitals, and user experience

1,000 will tell you that it will be the year of Core Web Vitals if you ask 1,000 SEOs what the big trend for SEO in 2021 will be. Core Web Vitals are a set of elements that Google thinks about essential in a webpage’s general user experience. There are several things happening this year that specifically highlight this– the most impactful being Google’s switch to a mobile indexing environment, which is the end of an age as we know it. This indicates that Google will mainly utilize the mobile variation of the content for indexing and ranking. In the past, the index mostly utilized the desktop version of a page’s material when examining the relevance of a page to a user’s inquiry. Lots of sites have done excellent work to prepare, however abiding by your technical structure is a non-negotiable moving forward.

6. SEO anchors on optimizing material throughout the whole consumer journey

Marketers should develop material that deals with the user’s journey– addressing the need and concerns they will have across each stage of the funnel. As you plan content, have clear keyword governance to handle your material method across the organization, plainly defining each owner. For example, for large financial institutions, which business unit of banking, charge card, and home mortgages owns the SEO efficiency for the keyword “credit history”? It is imperative that copywriters work together with SEO to have a functional content strategy to enhance the journey. You should not simply use SEO to prioritize your content and keywords, but utilize it to figure out the voice and narrative around those keywords.

According to a brand-new Google upgrade on December 3, Google is favoring details and user-focused websites. As a result, there has been a shift in ranking for companies that are supplying value and supporting their customers. User-focused content across the journey is no longer a nice-to-have for organizations, but a must-have to effectively rank.

Organic engagement with consumers throughout the customer journey is and will continue to be a key element to marketing success. As the data programs, the channel is healthy. Brand names that have actually purchased an institutionalized technique to SEO have attained and sustained levels of success that cover across other channels. There are much more chances for development, and with ecommerce and customer expectations continue to grow at a rapid speed, the outlook for SEO in 2021 is optimistic.

Eryck Dzotsi is VP Head of SEO at Merkle Inc.

60+ free martech sessions. The agenda is live!

“What tools can help me meet customer expectations”
“How do I know when it’s time to upgrade my martech?”

“What’s the best way to earn my customer’s trust?”
“Is my organization ready to implement a CDP?”

Get the answers to these and more crucial questions for free at MarTech, online March 16-17.

The agenda is live and ready for you to explore!

Your free All Access pass unlocks 60+ expert-led sessions all about reaching your ever-evolving customer with cutting-edge marketing technology, plus engaging community meetups, serendipitous 1:1 networking, and more!

Breaking keynote alert! Kim Davis — Editorial Director at MarTech Today — will kick things off with a candid keynote conversation featuring Craig Rosenberg (Distinguished VP, Analyst at Gartner), Martin Ekechukwu (Chief Executive Officer at WHTWRKS Inc.), and Teresa Barreira (CMO at Publicis Sapient). Together, they’ll discuss the ongoing obstacles and opportunities facing senior marketers like you, revealing first-hand advice and insights on your changing customer and what’s coming next. And that’s just the start. 

Join nearly 10,000 senior-level marketers for this invaluable training experience that will help you deliver exceptional digital experiences, streamline operations, and drive revenue.

Get your free pass now!

Pssst… Can’t attend live? Register anyway — all sessions will be available on-demand immediately following their live broadcast.

About The Author

Lauren Donovan has worked in online marketing since 2006, specializing in content generation, organic social media, community management, real-time journalism, and holistic social befriending. She currently serves as the Content Marketing Manager at Third Door Media, parent company to Search Engine Land, Marketing Land, MarTech Today, SMX, and The MarTech Conference.

The Panda anniversary and what we frantically need to remember about search

30-second summary:

  • This week marks the 10 year anniversary of Google’s landmark web quality algorithm Panda
  • It was an influential moment for the SEO industry with 12% of US websites being targeted for bad quality and manipulative optimization practices
  • In spite of getting rid of much of the worst black-hat methods SEO is still hasn’t measured up to its experiential potential 10 years on
  • Lots of customers and practitioners still utilize outdated language and practices to place the value of Search in this vastly more fully grown marketing landscape
  • To leave this pre-Panda legacy SEO requires to take the very best of its constituent parts and shape a new customer-centric Search future at last

I was recently alerted of a considerable work anniversary which transferred me back in time to the unstable start of my SEO profession simply over 10 years earlier. I was triggered to assess the market I like, where it continues to fall short, and ultimately where I see it going. This expert milestone carefully referred what was an influential event for the immature SEO organization. On February 24th, 2011 the ‘Death Star’ took objective, and with a typically downplayed Tweet from the Head of Google’s Web Spam team, Matt Cutts verified it. Google had introduced its landmark web quality algorithm that would forever be called Panda.

Source: Twitter

The day of reckoning had arrived for an industry that tied their customer’s profitable search fortunes to a home of cards developed on the spammy and manipulative finest practices that had become SEO’s calling card. Thin, duplicate and frequently taken material was accompanied by on-site keyword stuffing and obvious over-optimization. This may have gamed the rankings for a time but supplied little value to the users who bounced en masse offering Google a strong signal that many websites should have an algorithmic slapdown.

Just what took place in 2011 with Panda?

In what was a relatively brief rollout, around 12% of US search inquiries were affected and the target of the rollout was poor quality sites relying way too heavily on content farms and directories to make their popularity in search.

Shell-shocked webmasters looked at their Analytics control panels like Wall Street traders on Black Monday, viewing in shock as their search share asked and plummeted, “What do we do now?”

At the time, I was merely a new Search Executive with a mere nine months’ market experience under my belt, with the only thing safeguarding me from this fallout being the founders of our agency. As a start-up, luckily we were clear and totally free of this mess as they had seen the composing on the wall long in the past.

SEO was dead, approximately we believed, and a brand-new age of experience was dawning. We looked on as Rome burned.

However, despite its obituary being cynically written every year because SEO declined to pass away. At the time, professionals paid lip service to extensive change however were far too invested in their methods of operating, and customers, although severely burned, were addicted to the quick wins the hackers of the algorithm had peddled. And so, the dance went on.

Was Panda a missed out on chance for the market?

Yes Panda, and its sister link-spam algorithm Penguin, had a profound effect and removed the absolute worst of the worst black-hat practices but a significant proportion of the industry merely did their best to clean up the mess they ‘d developed– often charging customers to take out their own garbage so to speak– therefore the probing began for what was the new acceptable minimum you needed to meet in order to get your site ranking when again.

  • “Is 300 words enough now?”
  • “How many keywords can I get away with using without angering Google?”
  • “How much content do I require to change for it to be thought about unique, will 60% do it?”

This mentality of going after the ever-evolving algorithmic goalposts is the continued failure of lots of in the industry who still mainly choose to please bots ahead of providing real value for users.

I’m not indicating to preach, my hands aren’t squeaky clean and these strategies do have an usage however it’s a belief gaining momentum that they ought to not be permitted to ride roughshod over both brand name and UX. I was fortunate adequate to have actually been scared directly from the start, securely putting my focus on how to drive real value to the consumer, constructing great experiences, authority, and trust.

Panda’s pain is still real

This is the Jackal and Hyde reputation the market has actually suffered through ever since. The straightest of strait-laced operators– who see search as a helpful and effective client touchpoint, are tarnished with the very same brush as the sketchiest of spammers and fraudsters who are still alive and well within the market.

Their existence decreases the overall value of search and can create a race to the bottom type of mentality. Customers who are still sore with the industry ten years on often expect “old-school” results without being willing to purchase long-lasting value– paradoxically due to the fact that they’re horrified of being burned once again by another upgrade.

It’s crazy but it’s real, I’m still having these conversations on a basis that is more than is affordable and it is because the discipline is haunted by the initial sins of its birth.

It goes without saying that I wish to yell whenever I hear the words:

  • “Can you do some fast SEO for me?”
  • “I ‘d like it if you could construct us some low-cost links?”
  • “Can you simply get rid of this unfavorable post from Google for me?”
  • “Just inform me what keywords I ought to use!”

All with the retort of,

“… it will cost what?! I discovered a man online who’ll do it for peanuts”.

The damage has been done and this is the cross that SEO needs to bear, but exists a method to vacate the long shadow cast by a decade-old catastrophe?

The response is resounding, “yes!” We require to meet the advanced promise we made in 2011 and we desperately require to stop talking just about SEO and reposition the worth of search.

What does our SEO past mean for our search future?

Let’s start with the term itself, what it means to customers and how it needs to be rearranged. SEO is a collection of data-driven techniques which are frequently viewed as a cure-all by customers, a channel unto itself, this it is not.

Regardless of sitting at the important crossroads of web pr, development, and content, SEO is far too often a siloed activity that does not play well with other marketing disciplines, even separated in mind and budget plan from its closest counterpart SEM.

Instead, we require to be assessing search, not SEO, as a valuable motorist in a client’s path to buy and how it can help with purchase, consideration, and discovery, driving a total brand name experience.

Looking at SEO and how it operates on the Panda update anniversary

The reason SEO frequently runs in a vacuum is that historically it’s far less made complex to manage and measure in isolation. The effect and shipment of search must be more dynamic and bundled throughout marketing departments as you can see above or firms with the constituent strategies of SEO being higher as part of the search.

It’s reasonable to state that the Panda SEO ripples from 10 years back have actually not yet grown almost as rapidly as the dynamic marketing environment that’s grown up around it. 10 years earlier, rich media, social and mobile media weren’t yet huge drivers or mediums, also with the arrival of customized e-mail and marketing automation being relatively brand-new on the scene too.

Google has actually progressed well beyond its blue link roots providing a valuable combined search experience featuring products, local results, answers, reviews, news, video and is powered by sophisticated AI which actually understands user intent and voice searches.

Browse is no longer the one-dimensional digital bottleneck it when was and customers hold the power to pick how they connect with brands and follow the course that’s most practical for them, not one that’s crafted by SEO alone.

Remember, individuals will constantly do what’s right for them.

Three factors to consider for how search ought to gain from SEO’s past

1. Put the client initially

A customer-centric method is a given in many marketing disciplines however a lot of individuals in the SEO neighborhood did not seem to get the memo.

Instead of talking about search share and consuming about the ranking chances we need to concentrate on, attempt to refocus the lens on what the customer feels, wants, and needs as the foundation of an experiential strategy from which, not only search will be the technique it delivers on.

Beyond the suggested minimum of a technically sound site, we require to put a greater focus on examining search habits, not simply keywords, to provide the customer with the best info at the moments that matter in their journey.

Marketing groups require to be asking themselves, “why?” regularly and for search the answer needs to be, “since it’s what’s finest for the customer”.

2. Change the tone and vocabulary

These points all have one thing in common because we need to try and move away from the acronyms, verbiage, and lingo that was created in a non-customer-centric world and based on optimization instead of worth.

This will be one of the hardest things to move away from as many veterans use SEO as a badge of honor and clients will more than struggle to learn a new way of describing a discipline they still do not completely understand.

Obviously, I do not have all the answers here, so from a quick poll I operated on LinkedIn, I wished to determine other market opinions on this dissentious topic.

Poll on the state of SEO

As you can see, even from this little pool of 39 people in my marketing network, there are almost half of them who likewise sense that there is an issue but either feel that the hill is too expensive to climb or that the issue is there however can continue to be disregarded. The conversation continues.

3. Create do not build

Just appearing in the ideal search merely isn’t sufficient and we know that we need to move far from the mindset of structure SEO-optimized content and links as just a means to an end.

Browse information need to inform what kind of content people are searching for and likewise what they like to take in however owned top quality content needs to not be the play ground of optimization. There aren’t any faster ways to producing excellent user experiences or material that is deserving and really beneficial of press however you can utilize search information to make important choices.

Browse as a collective marketing discipline will win the day.

The last conclusion to all of this is that search holds extreme worth however the market still is not measuring up to its full potential because of the ghosts of its pre-Panda past.

The long-lasting beneficiaries of SEO will be those who can successfully rip it apart and piece it back together in everything marketing teams do, which is no simple accomplishment.

If we inform the experience makers, everybody from the copywriter to the PR director, the developer to UX designer on the beneficial insights that search teams can offer then a new paradigm can be born.

Then, and just then, can SEO lastly be put out to stud and enjoy the retirement it so frantically deserves.

Kevin Mullaney is MarTech Lead at Nordic Morning’s Malmö office. Kevin has more than 12 years’ experience working with big global brand names at established digital consultancies. A veteran of the SEO industry Kevin has actually been a speaker at BrightonSEO and other industry events and now leads the MarTech and Media team at Nordic Morning’s Malmö workplace in Sweden.

Yes, it’s martech, Facebook ads outage: Tuesday’s daily brief

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Good morning, Marketers, and here’s another perspective on “What is martech?”

Steve Petersen’s latest contribution (see below) argues that if marketers (or marketing ops professionals) use a solution, then it counts as martech. That’s not what I believe, but I’ll come back to that. One important contribution Steve makes is that he qualifies that affirmation by suggesting that these solutions count as martech if they are part of the orchestration which should overlay operations and technology. If they are in tune with the more conventional parts of the martech stack, one might say.

This argument does have some legs, and I think it explains why marketers include tools like JIRA and Zoom when auditing their stacks: they are integrated with the overall martech process. I’m going to be stubborn, though. Of course marketers should use these tools, and of course the tools shouldn’t be siloed from the rest of the marketing stack.

But insisting that calendars, and project management solutions, and slide deck presentation programs (PowerPoint, anyone?) are martech is only going to inflate more grossly an already overinflated metacategory. That’s a topic I’ll be returning to.

Kim Davis

Editorial Director

If marketers use it, yes, it’s martech 

An article by us seeking to draw a line between martech and other technologies marketers just happen to use sparked a lively debate on LinkedIn and on an episode of the Ops Cast podcast. Regular MarTech Today contributor Steve Peterson, a marketing ops practitioner at WGU, takes an affirmative view toward incorporating a wide range of solutions under the martech banner — provided vision, commitment and orchestration are reflected in the way these solutions are implemented and integrated.

“For instance, are project management platforms like Workfront and JIRA martech?” writes Petersen. “What about collaboration platforms (as tools – not just channels) like Slack? I think they are. Making this affirmation requires a combination of vision, commitment and orchestration. Imagination and out-of-the-box thinking couldn’t hurt, either.”

The real question is not whether tools were designed for marketers to use. “Marketers don’t need to monopolize the use of a product for something to qualify as martech. Marketing departments can use a variety of systems like collaboration and project management platforms — which perhaps are owned by other departments — as martech. As boring as that sounds, why not see the fun of working smarter and more effectively using the same tools y’all are already using?”

Read more here.

Facebook Ads experiences weekend delivery outage

If you noticed huge drops in your Facebook Ads traffic and conversions, it was due to a delivery outage over the weekend. The social media platform saw major disruptions in ad delivery starting February 18 and only resolved the issue yesterday. Most search marketers reported that only their Instagram Story campaigns remained unaffected in the outage.

Why we care. When asked for comment, Facebook sent us the boilerplate “We’re still investigating this issue and will take any learnings to improve our systems going forward.” Many marketers saw great campaigns and ROAS torpedoed over the weekend. 

The ad outage comes on the heels of iOS14’s new privacy release which gives users more control over how they share their data with mobile apps, including Facebook (who says the outage was not related to the iOS update). Apple will pop up a prompt asking users for permission for cross-app tracking, giving people the option to opt out.
Some speculate that this outage is just an example of how Facebook will have to adjust given new privacy options: “Feel like their entire marketing architecture has been designed around the Pixel. Regardless, if it’s used or not. Thinking they need to rebuild their architecture from the ground up, to not be based around the Pixel,” said Edan Ben-Atar on Twitter.

How receptive are consumers to texts from brands?

The short answer: More than you might think. Text messaging solution Attentive released a new survey looking at how consumer messaging behavior has changed. (We recently dove into these changes as well, connecting them with longer-term decisioning strategies.)

Perhaps more downtime for consumers in the past year has increased the demand for brand messaging overall. Regardless of the specific cause, consumers want more. According to the survey:

  • 90% of consumers said they’re open to signing up for texts from brands; and
  • 58% said they’d be fine if brands texted them multiple times per week.

Why we care. Marketers want to avoid burning through their lists at all costs. They don’t want to put customers off by messaging them too often, or on the wrong channel. In this case, there appears to be consumer demand for more messaging. Having a presence through texts will better position a brand as retail and other sectors transition to mobile-first. Texts are also a good 1:1 channel, building brand loyalty through a personal connection.

Adobe, Acquia and Optimizely lead in agile CMS

A new Q1 Forrester Wave report evaluating agile content management systems underlines the key trend in the space of creating solutions which equally serve the needs of developers and no-code practitioners. As the report says, an agile CMS offers “a collaborative environment for developers and practitioners, along with the tools that techies and creatives crave.” And right now that can come in the form of traditional, hybrid and pure headless offerings.

Leading the space is Adobe, Forrester says, with both the strongest offering and strongest strategy, as well as significant market share. Interestingly, Acquia (which bases its offering on the open source Drupal CMS) and Optimizely (until recently known as Episerver) are practically tied in second place, although Optimizely is rated as having the better offering, Acquia the better strategy.

Sitecore lags behind the three leaders, despite its significant market presence. It does not yet have a pure headless offering, but what it does have is a recent infusion of $1.2 billion from private investors, which it doubtless intends to use to close the gap.

Why we care. Perhaps two or three years ago, CMS might not have been the hottest space in martech, but two factors are making us follow it closely. First, the broad digital transformation which is driving businesses in every sector to reinvent their ecommerce offerings. Second, the shift of consumers to channels other than the good old website, which is forcing CMSes to reinvent themselves as headless, or as hybrids at least.

Quote of the day

“Like many other parents, I’m working shoulder-to-shoulder with my kids as they attend school online during the pandemic. It’s mind blowing how much more they know about technology than I did at their age, and how much they can teach us about why unique experiences matter.” Nate Skinner, Global SVP of Marketing, Oracle Advertising and CX.

About The Author

Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.