IndustryWeekly Rundown: Matt Cutts Q&As, Bing vs. Enhanced Campaigns & More

Weekly Rundown: Matt Cutts Q&As, Bing vs. Enhanced Campaigns & More

Google's Matt Cutts answers SEO questions. Bing hits back on AdWords enhanced campaigns. Lots of advertising revenue forecasts. A new Google Places for Business interface rolls out. Here's a quick recap of search and social marketing news and tips.

Google’s Matt Cutts answers SEO questions. Bing hits back on AdWords enhanced campaigns. Lots of advertising revenue forecasts. A new Google Places for Business interface rolls out. Here’s a quick recap of search and social marketing news and tips from the past week.


Experts Talk About The Future of Search – Marketing Pilgrim  
Where is search headed in the next few years? SES London speakers share their insights.


Google’s Distinguished Engineer Matt Cutts answered a trio of questions on the GoogleWebmasterHelp YouTube Channel:

How can a legitimate business compete online?

If a site linking to mine gets caught selling links, what happens to my site?

Why might a page with bad backlinks links be ranking highly?

Google Shopping integrations in universal search drop 79% after shift to paid model – Econsultancy
Following Google’s decision to make Shopping a paid product, the number of shopping results showing in universal search has seen massive declines, according to a Searchmetrics study.

Google search has technical issues listing iTunes app pages – CNET  
App rankings suffered as Google had some technical issues fetching iTunes pages.

How To: Make Your Links Do Follow Links in Google Plus – Bill Hartzer
“Instead of copying and pasting the URL, you need to click on the “add link” icon and actually paste the URL into the field provided. If you just copy and paste a URL into the post, then your link is going to be a nofollow link,” writes Hartzer.

Hackers Are Smarter: SEOs, Be Prepared – Search Engine Roundtable
How one hacker re-themed websites and created a hacked site network.

Squidoo Now NoFollows Their Outbound Links – Search Engine Roundtable
Reducing the incentive to create low-quality content?


Enhanced Campaigns, Bing Ads and Advertiser Choice – Bing Ads Blog
After slamming Google AdWords for taking control away from customers, Bing says “…we do not believe bundling together mobile, desktop and tablet advertising in an opaque manner is in the best interest of our customer base or the industry at large. The Bing Ads team wants to ensure you, our customers, have maximum transparency,” and “will be updating our product to ensure advertisers can continue to seamlessly transition between both products.”

Advertising Spending on Yahoo Is Back in Black – eMarketer
EMarketer report forecasts Yahoo will grow its U.S. search ad revenues by 7 percent to $1.23 billion in 2013, but still lose search share to Google and Microsoft. Google will take 73.7 percent of U.S. search ad revenues, while Microsoft will reach 9.3 percent, Yahoo will have 6.2 percent, and AOL will account for 1.1 percent.

Google, Facebook Continue to Lead in Digital Display Earnings – eMarketer
EMarketer predicts Google will remain the leader in display ad revenues in 2013 with $3.11 billion in 2013, followed by Facebook ($2.75 billion), Yahoo ($1.37 billion), Microsoft ($760 million) and AOL ($540 million). Twitter is forecast to surpass AOL by 2014 and Microsoft by 2015.

Large-scale keyword changes made easy with keyword bulk uploads – Inside AdWords
Add, edit, and remove keywords at scale.

ValueTrack parameters for enhanced campaigns are live: manage your keyword level URLs by device – Inside AdWords
Changes to {ifmobile:[value]} parameter so “it will only trigger from an ad click on a mobile device”; adding new parameter {ifnotmobile:[value]}, “where you can replace [value] with text that will then show up in your URL when the user clicks on your ad from a computer or tablet.”

Succeeding with enhanced campaigns – Inside AdWords
Actual strategies and results achieved so far with enhanced campaigns

Coming Soon: Bing Ads to Launch in Australia and New Zealand – Bing Ads Blog
Bing Ads is teaming up with digital marketing company Mi9 to make it happen.

Can Quality Score Be Gamed? – ClickZ
We can still prevail over competitors if we follow strong hunches about the vulnerabilities of Quality Score and the effects of the overall formula on rank and CPC.

Applying Big Data Insights to Ad Copy Strategy: Travel Edition – ClickZ
What makes an ad engaging or compelling? What combinations of messages drive the best performance and quality?

Tips to Streamline Google AdWords for Small Business – ClickZ
Try one or some of these combinations in Google AdWords to find the optimal formula for small business.

Enterprise PPC in Asia Pacific – a Client-Side Perspective –
Insights on how a B2B MNC deploys multi-geographical and multi-language PPC in Asia Pacific.


Ads Manager: Making it Easier to Track Campaign Performance – Facebook Studio Blog  
Updates put a bigger focus on specific advertising goals and shows “cost per conversion” and “conversion value.”

Facebook cites bug in search history tool disappearance – CNET
A feature that allows users to view and edit their prior Facebook searches vanished, but has returned following a back-end bug fix.

Facebook is removing the “Friends of fans” metric – Wisemetrics
Facebook says it’s to make “Insights products more simple and more actionable”

The new Learn to tweet your way to #success – Twitter Advertising Blog
A redesigned resource center for businesses offers basic and advanced tips on promotion and making the most of Twitter.

Fake Twitter Followers Become Multimillion-Dollar Business – The New York Times
$18 gets your 1,000 fake followers, $9 per month buys 5 retweets a day.

Infographic: How to Drive Better Brand Engagement on Twitter – Yahoo Advertising Solutions  
Tweets under 100 characters get 17 percent higher engagement than longer tweets and more tips.


Improving the look and feel of Google Places for Business – Google and Your Business Blog
Google Places for Business gets a new interface with more Google+ integration. Mike Blumenthal provides a full visual guide and analysis.

Arthur Frommer reacquires travel book brand from Google – CNET
Travel expert plans to resume publishing of the travel books, which Google acquired in August but killed last month.

BIA/Kelsey Forecasts U.S. Mobile Local Ad Revenues to Reach $9.1 Billion in 2017 – BIA/Kelsey
Mobile search will be the dominant ad format, growing to $5.7 billion, according to the forecast.

Facebook calls out ‘Local Search’ on iOS – Inside Facebook
Nearby renamed Local Search on iOS.

Optimizing Local Search Campaigns – ClickZ
Key findings and insights from the 15miles/Neustar-Localeze Local Search Study to help customers find you through local search.


Facebook to See Three in 10 Mobile Display Dollars This Year – eMarketer  
Marketers to spend $100 million more on mobile than previously projected; Google will take 50+ percent of revenues; Facebook will earn $964.9 million and Twitter will earn $266 million from mobile, eMarketer forecasts.

For Ad Clicks, Tablets Outperform Smartphones – eMarketer
Mobile ad-buying platform Adfonic reports that tablets’ share of mobile ads served on its network climbed from 9 percent in Q2 2012 to 14 percent at the end of Q4 2012, with click-through rates surging in Style & Fashion, Lifestyle & Health, Entertainment & Media, and Travel. Smartphones outperformed tablets in Legal, Automotive, Consumer Goods & Retail, and Social & Dating.

Tablets expected to surpass desktop, laptop sales by 2015 – CNET
By 2015, tablet sales are projected to hit 337.8 million vs. combined desktop and laptop sales of 292.2 million, Gartner reported.

comScore Reports February 2013 U.S. Smartphone Subscriber Market Share – comScore
Google leads at 51.7 percent, followed by Apple at 38.9 percent, BlackBerry at 5.4 percent, Microsoft at 3.2 percent, and Symbian at 0.5 percent, comScore reported.

Android And Windows Phone Gain, BlackBerry Loses In Smartphone OS Share According To Kantar – TechCrunch
When it comes to global smartphone share, Android leads at 51.2 percent, followed by iOS at 43.5 percent, and Windows at 4.1 percent, Kantar Worldpanel reported.

Android Distribution Numbers Updated for April – Jelly Bean Now on 25% of All Devices – Droid Life
New math is based on users who visit Google Play store.

New mobile updates for Android, iPhone and mobile web – Twitter Blog
New Twitter design includes wider and taller timelines, and you’ll see user name and hashtag suggestions as you type your tweets or search.

Safari jumps to 61 percent of mobile browser share – CNET
Safari was first at 61.79 percent; the default Android browser came in second with 21.86 percent; Opera Mini was third with 8.4 percent, and Chrome was fourth with 2.43 percent, Net Applications reported.

Live Programming for a Connected Audience: ESPN at SES New York 2013 – SESConference Expo YouTube Channel
Michael Bayle, Senior VP and General Manager of Mobile, ESPN, talks about the future of mobile and what it means for large media publishers.


Universal Publishing and SACEM sign global licensing agreement with YouTube – MusicWeek
International licensing deal lets YouTube distribute videos to 127 countries in Europe, Middle East, Africa, and Asia.

8 Tips on How to Utilize YouTube and the New ‘YouTube One’ for Your Business – ClickZ  
Your brand has the opportunity to broadcast to the 800 million monthly viewers, and a powerful video has an opportunity to get you ranked in universal search in the traditional engines.


Google’s engineers aren’t the highest paid (but make more than Apple’s) – CNET
Google’s average base pay is about $124,520, behind Juniper Networks, but ahead of Twitter, Facebook, and Apple.

Apple, Google, Intel likely conspired to not poach workers, judge rules – San Jose Mercury News
“Damaging evidence” means a class-action case is likely.

ComScore accused of mass privacy violations in newly-awarded class action lawsuit – the Verge
Accused of logging bank details, passwords, and Social Security numbers.

Google Is Ready to Go ‘Gangnam’ in Asia – The Wall Street Journal
Google’s new Asia-Pacific chief, Karim Temsamani discusses growth opportunities, challenges, monetizing mobile growth, Google+, and China.

Google’s Eric Schmidt warns of ‘dangerous period for the internet’ in Burma – The Verge
After visit, former Google CEO shares concerns about a new era of repression in one of the least-connected countries of the world.

Yahoo Searches this Week Reveal a Glorious Welcome Back for “Game of Thrones,” Excitement for MLB Opening Day, and a Hooked Audience for “Finding Dory” – Yodel Anecdotal
“Game of Thrones” beats March Madness on searches by 149 percent; Tigers are most searched for baseball team.


Movie Studios Want Google to Take Down Their Own Takedown Request – TorrentFreak
Google’s “DMCA notices are meant to make content harder to find on the Internet, but in the process they create a semi-organized index of links to infringing material.”

Announcing the New Feedly Mobile – Feedly
With 3 Million new users, Feedly upgrades search and discovery engines, looking at user behavior to improve algorithm, adds title only view, “Must Reads”, and redesigns sharing options.

Gmail autocomplete gets search history and contact thumbnails – The Next Web
Gmail improves search autocomplete predictions.

Yahoo! Mail and Dropbox Team to Make Attachments Easier – Yodel Anecdotal
New integration lets Yahoo Mail users send files from and save to Dropbox, with no attachment size limits.

Google to sell second-gen Nexus 7 tablet from July: sources – Reuters
Aiming to ship 8 million of the 7-inch tablets, which will have a higher screen resolution and thinner design.

Inspiring Innovation to Protect Consumers from Robocalls – Google Public Policy Blog
Google wins FTC Technology Achievement Award for crowd-sourced system to reduce robocalls (a.k.a. spam) to mobile and landline phones.

Family Guy’s Stewie makes Google Chrome lovable – CNET  
A campaign of four ads – the most popular featuring Stewie the intellectual 1-year-old – tops the viral video charts.

Baidu Eye Was An April Fool Gone Wild, But With ‘A Kernel Of Truth’ Based On A Real Internal Project – TechCrunch  
No Google Glass competitor is imminent from Baidu, though apparently all the tech news sites didn’t get the word. Microsoft is also rumored to be making wearable eyewear.


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