SEO Wash-up Monday 22nd November 21
Google has added booking links & more information for point of interest – Google is rolling out a new booking links and information for points of interest. Its been mentioned that in the coming months, Google will begin to show information and booking links for experiences in a destination, like wine tasting in Paris or bike tours in California. This is being labelled as ‘Things to do on Google’, and there is a help document that explains how to be part of it.
The search giant has also launched a new ad format for things to do that may drive additional revenue and bookings as recovery continues, Google said. These ad formats can show pricing, images and reviews on these points of interests.
Google ads moves from last click to data driven attribution (DDA) for conversion actions – Google Ads is moving away from last-click. So instead the data-driven attribution (DDA) will soon be the default attribution model for all new Google Ads conversion actions. Furthermore, Google will be removing the data requirements & adding support for all conversion action types to be able to use DDA.
The two big changes here are:
- DDA will be the default attribution model
- DDA conversion minimums will no longer be required
The data-driven attribution change has been default model starting in October and Google plans to have it in all Google Ads accounts by early next year. They mention that you will still have the option to manually switch to one of the five rule-based attribution models. So with these upgrades, data-driven attribution can help every advertiser clearly understand the full value of their Google Ads campaigns.
Google my business has added ‘X-Owned’ attribute – Google has added a new business attribute to the Google My Business console. So you can now specify if your business identifies as either black-owned or even Latino-owned business and if so, you can add that attribute to your business profile and highlight it in Google Search and Google Maps. You can do this simply by logging into your Google My Business, click on your business, go to the info tab and then edit your attributes you will see Black-owned, Latino-owned, veteran-led and women-led options.
If you run a Latino owned business, then adding the attribute might help highlight your business in Google Search and Google Maps. If you have clients that do, let them know and help them decide if they should add this attribute to their business profile.
Microsoft advertising has added new search ad attributes for marketing with purpose – Microsoft has rolled out 32 new business attributes that you can add to your search ads on Bing. These attributes will allow you to differentiate your brand from your competitors by highlighting unique attributes that showcase the ways your brand demonstrates responsibility, how your brand values align with the values of your customers, and how your brand is being inclusive.
The new attributes are called marketing with purpose business attributes and are in the categories below with a list of these attributes:
- Supports a cure
- Local business
- Small business
- Supports disease research
- Wheelchair accessible
- Visual assistance
- Hearing assistance
- Mobility assistance
- Touchless pickup
- No-contact delivery
- Web accessibility