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Could happy advertisers be the key to connected TV success? by MNTN

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For years, CTV and linear television have been battling it out for viewership numbers. And it looks like CTV is coming out on top. Seeking more flexibility and lower costs, consumers have cut cords en masse, resulting in CTV viewership surpassing linear.

With ~230 million users in the U.S. alone, CTV offers a clear opportunity for advertisers to reach new audiences. But viewership numbers aren’t the only draw. With an array of results-focused capabilities, CTV has turned television screens into powerful performance advertising engines that brands of today don’t have to go without.

CTV continues to grow in popularity with viewers, and streaming services wisely cater to those customers. But there’s another consumer group they need to keep happy: advertisers. As ad-supported content offerings grow, streaming services and other CTV advertising platforms are developing more sophisticated technologies to meet advertisers’ needs. And though it may not be immediately evident, these technological advances are leading to a better experience for viewers, too.

TV has become a powerful performance channel

Advertisers once used television primarily as an awareness play. This is because viewers used to consistently tune in to their favorite newscast, weekly sitcom or sports broadcast, offering the possibility of reaching millions of eyeballs with one advertisement. But at the same time, this channel was inaccessible for many brands — advertising costs were high and determining when (and even if) an ad would run was difficult, if not outright impossible.

CTV changed this, opening doors to businesses for whom advertising on television had previously been a pipe dream. By providing brands with precision audience targeting, comprehensive reporting and the flexibility to change out ad creative when needed (among other benefits), CTV has transformed television into a performance advertising channel akin to social media and search. And many advertisers are already using it this way.

Studies revealed that while 81% of marketers said they use CTV to raise brand awareness, two-thirds classify it as a performance marketing channel. Additionally, many brands use CTV to drive specific outcomes: over half of respondents said they use the channel specifically to generate measurable web visits, conversions and revenue.

Brands may be using CTV as a performance channel, but some streaming heavyweights have fallen short when it comes to the advertiser-user experience. Netflix suffered when they failed to deliver on advertisement guarantees made when launching their ad-supported tier in late 2022. A year later, Netflix is still working to improve advertisers’ experiences. And they aren’t alone on this front.

CTV adtech is evolving to meet advertisers’ needs

On November 1, 2023, Netflix announced a slew of new features to meet advertisers’ needs better. Beginning in Q1 of 2024, brands who advertise on Netflix can utilize the following:

  • Binge ads: An ad format that lets viewers watch a fourth episode ad-free after watching three consecutive ad-supported episodes.
  • QR codes: Advertisers can include QR codes in their creative to encourage viewer engagement.
  • Sponsorships: Already available to advertisers in the U.S., Netflix’s sponsorships are broken into three categories: title, moment and live. With sponsorships, advertisers can be a part of major content releases (i.e. “titles”), seasonal moments and specific live events.  
  • Refined measurement: Netflix will partner with third-party providers to expand advertiser measurement capabilities and enable campaign verification.

Netflix isn’t the only one working on this. Paramount also recently refreshed its advertising platform. Their new product Conduit, which aggregates Paramount+ and Pluto TV inventory, was built to address issues associated with CTV fragmentation, like the separation of rival brands in ad blocks and accurately tracking ad running frequency.

“The undercurrent here is that there’s a lot of programmatic technology, and these platforms don’t always play super nice together, and we feel as a publisher the buck stops with us to serve a high-quality ad experience,” said Leo O’Connor, Paramount’s senior vice president of advertising, of the update. “If a viewer gets a bad ad break watching one of our shows, they don’t get upset with the ad server. They don’t get upset with the TV manufacturer.”

https://adage.com/article/digital-marketing-ad-tech-news/paramount-ctv-ad-tech-update-conduit-gives-more-programmatic-controls/2525451

MNTN has revamped its adtech, as well. MNTN Next Gen TV was developed to help advertisers and their teams transform television into an even more powerful growth engine. Some of the major updates include enhanced audience building, verified measurement and optimized creative. Performance optimization also got an overhaul; its dedicated product and engineering teams have upgraded MNTN’s performance engine to deliver an unrivaled return on investment. With MNTN Next Gen TV advertisers are already earning, on average, 27% lower cost per acquisition and 38% more site traffic.

Viewer experiences with streaming ads can be inconsistent

Paramount’s O’Connor isn’t wrong in the assumption that bad ad breaks can reflect poorly on the streaming services serving them. And in the early days of ad-supported streaming tiers, the user experience has been inconsistent at best.

Alyssa Boyle, associate editor at AdExchanger, spoke to this first hand when she reviewed Disney+’s new ad-supported tier in February 2023.

“Whether I was watching ‘Hannah Montana’ or the National Geographic show ‘Airport Security’ about cocaine smuggling, the ad experience was pretty much the same,” Boyle said.

She also noted that ad repeats and those of rival brands weren’t uncommon.

“I saw repeat ads from Capital One and a university in Southern New Hampshire, as well as ads for both Huggies and Pampers in back-to-back episodes of ‘The Simpsons.’”

But a better ad-viewing experience could be on its way. In supporting the needs of advertisers, those updates to ad technology could, in turn, address (if not solve) the needs of viewers. For instance, enhanced audience building will help advertisers be more precise about who they serve ads to, ensuring that they consistently target viewers interested in and/or who could benefit from their product. For viewers, this means more ads that are actually relevant to their interests and needs — and fewer that aren’t.

Evolving CTV adtech could signal good things for advertisers and viewers alike

The ongoing rise of ad-supported streaming content paired with the performance capabilities of CTV should be reason enough for advertisers to invest in the channel. If not, the recent CTV adtech updates are helping to solidify the argument. Increasingly sophisticated advertising technologies will allow advertisers to produce top performance results and tap into CTV’s full potential, but they can also make for a better viewing experience — a win for CTV advertisers and users alike.

Original source: https://searchengineland.com/could-happy-advertisers-be-the-key-to-connected-tv-success-435426

Maximizing Efficiency in Construction: A Guide to the Latest Concrete Crushers

Home Business Magazine Online

Efficiency in construction is a pivotal aspect in the modernization of infrastructure and the creation of sustainable developments. Concrete crushers play a crucial role in this domain, offering a solution that optimizes efficiency by reusing materials and reducing waste in construction projects. These crushers have evolved significantly, incorporating advanced technologies to streamline the process of breaking down concrete structures into reusable materials.

How do the latest concrete crushers maximize efficiency?

Boost productivity 

The latest concrete crushers are designed with cutting-edge features that enhance productivity and efficiency on construction sites. These machines have robust crushing mechanisms that efficiently break concrete into smaller, manageable pieces. Innovations in crusher design, such as hydraulic systems and intelligent controls, allow for precise adjustments in crushing parameters, ensuring optimal performance while minimizing energy consumption.

Exploitation of resources

One of the key elements in maximizing efficiency is concrete crusher for a exploitation of resources. Concrete crushers enable the extraction and reuse of concrete from demolished structures, transforming waste material into valuable resources for new construction projects. This recycling process reduces the need for raw materials and minimizes landfill waste, aligning with sustainability goals and environmental regulations.

Versatility 

The versatility of modern concrete crushers contributes significantly to efficiency gains in construction. These machines are adaptable to various job sites and can handle different types of concrete structures, ranging from foundations and slabs to reinforced concrete. Their mobility and compact design enable easy transportation between sites, saving time and resources while maintaining high productivity levels.

Sustainability

Concrete crushers contribute significantly to sustainability by promoting the circular economy. By efficiently breaking down concrete structures, these crushers facilitate the extraction of valuable raw materials, fostering a closed-loop system where recycled concrete can be utilized in new construction projects. This reduces the demand for fresh concrete and minimizes the environmental impact associated with quarrying and production processes.

Acceleration in project timelines

In the realm of construction efficiency, time is a critical factor. The latest concrete crushers are engineered to expedite demolition, allowing construction teams to complete projects within tighter schedules. This acceleration in project timelines enhances efficiency and reduces labor costs and overall project expenses.

Ensures safety and reliability

Efficiency in construction isn’t solely about completing tasks quickly; it’s also about ensuring safety and reliability. Advanced concrete crushers prioritize safety features to protect operators and maintain operational integrity. Automated systems, remote operation capabilities, and reinforced structural designs contribute to safer working environments, reducing the risk of accidents and downtime.

Incorporate advanced features

The latest concrete crushers incorporate advanced features and designs that significantly enhance efficiency. One such innovation is exploiting hydraulic systems, enabling crushers to exert immense force, effectively breaking down concrete structures into manageable pieces. These crushers boast powerful jaws and blades that efficiently crush and pulverize concrete, rendering it suitable for reuse in various construction applications.

Streamline the demolition process

The good thing about employing the latest concrete crushers lies in their ability to streamline demolition. These machines are engineered to pulverize concrete structures swiftly and effectively, reducing the time required for demolition. The utilization of such equipment minimizes manual labor, which not only expedites project timelines but also ensures a safer working environment for construction personnel.

To achieve maximum efficiency, selecting the appropriate concrete crusher based on project requirements is imperative. Factors such as the size of the project, type of concrete, and desired end-product specifications play a pivotal role in determining the most suitable crusher for the job. Whether a jaw crusher, impact crusher, or cone crusher, each type offers unique capabilities that can be optimized for specific applications, ensuring efficiency throughout the construction process.

Wrapping up

The latest concrete crushers are indispensable tools for maximizing efficiency in construction. Their ability to recycle materials, adapt to various job requirements, enhance productivity, and prioritize safety makes them vital assets in modern construction practices. By embracing these innovative technologies, construction companies can achieve higher efficiency, lower costs, and contribute to a more sustainable future.

The post Maximizing Efficiency in Construction: A Guide to the Latest Concrete Crushers appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/businesses/equipment/maximizing-efficiency-construction-guide-latest-concrete-crushers/

Business Challenges of Your Business Structure — And What to Do When It Grows

Home Business Magazine Online

By Jim Conroy, CEO of The Neat Company

Starting a business requires organizing that business. Whether you’re going to function as a sole proprietorship or a corporation, being in business means keeping books and reporting profits to the IRS. Here are some ways your home business can meet those challenges.

Your business is what you do that people will pay you for. Whether you design websites, work as a contractor or landscaper, run a bakery, or provide dental services, your business structure is central to how you operate and navigate challenges.

Your business structure is who owns the business, who is liable for its actions, and who pays taxes on its profits.

The following chart from the Small Business Administration lays out the basic business structures available to you for operating your business. Except for partnerships, any of these can be a one-person operation.

Business structure Ownership Liability Taxes
Sole proprietorship One person Unlimited personal liability Self-employment tax

Personal tax
Partnerships Two or more people Unlimited personal liability unless structured as a limited partnership Self-employment tax (except for limited partners)

Personal tax
Limited liability company (LLC) One or more people Owners are not personally liable Self-employment tax

Personal tax or corporate tax
Corporation – C Corporation One or more people Owners are not personally liable Corporate tax
Corporation – S Corporation One or more people, but no more than 100, and all must be U.S. citizens Owners are not personally liable Personal tax
Corporation – B Corporation One or more people Owners are not personally liable Corporate tax
Corporation – Nonprofit One or more people Owners are not personally liable Tax-exempt, but corporate profits can’t be distributed

Source: Small Business Administration

However your business is structured, calculating profit or loss for tax purposes is a universal requirement. While some states tax business revenue, the IRS taxes on profit — revenue less expenses. Sole proprietors, in particular, need to ensure that what they do is treated as a business, not a hobby, in order for the IRS to allow their expense deductions.

Sole Proprietorships

Sole proprietorships are often the choice for home businesses or side-hustles. The simplicity of operating as a sole proprietorship is clear-cut – you perform work, get paid, and report your profit or loss directly on your personal tax return using Schedule C and Schedule SE. You’re your own boss and can make decisions and act on them immediately.

However, sole proprietorships come with limitations. Capital may be scarce. This makes it harder to obtain loans, nor can you float an IPO. Unlike corporations, which have multiple bankruptcy options for protection, sole proprietors are personally liable for business debts.

Other Business Structures

Partnerships have the same pass-through taxation as a sole proprietorship, and can benefit from the expertise of each partner. Limited liability corporations (LLCs) can reduce liability concerns, but the tradeoff is more legal oversight and regulation. Corporations further insulate the assets of the corporation’s owners and can usually more easily secure funding. However, they are subject to double taxation: the corporation pays tax, and then the owners pay tax on any share of profits returned to owner as dividends.

Bookkeeping Challenges

Regardless of the structure, bookkeeping becomes increasingly complex as the separation of individual owners from liability increases. Sole proprietors must spend time to track revenue and allowable expenses in order to correctly file taxes. This is true whether you throw all your invoices, receipts, and bank statements on a desk at the end of the year and start organizing them, or handle them on a daily, weekly, or monthly basis. As the business grows, errors become more likely as more tasks must be accomplished and more employees may be involved in recordkeeping.

Growth Challenges

A lot of home businesses exist just to generate income that supplements their salary from working for someone else — the classic side-hustle. But many more want to grow their home-based business into a larger entity that becomes their primary source of income. If that’s you, the challenge is one of both increasing volume and complexity. A business that started on the dining room table may expand to a dedicated home office. If regularly and exclusively used for your business, you can deduct the cost of that space. Growing further to an office, warehouse, or other facility provides additional expense items to track for deductions — or the intricacy of depreciating your business assets. Adding employees involves tracking their salaries, paying taxes you must withhold to the IRS (see IRS Publication 15), and a hodgepodge of forms and deadlines, each furthering the possibility of making an error.

Growth and market changes also underscore the logic for streamlining your processes to prevent them from interfering with actual commerce.

Managing Documents

Time, cost, and accuracy are your challenge regardless of your business structure. You will have tax deadlines to meet. This is not just the IRS deadline on April 15, but local business tax deadlines, often on different dates. If you have employees, you will need to provide withheld tax to the IRS semi-weekly or monthly, accompanied by the required form (usually, but not always, Form 944). Accuracy is essential. Penalties range from 2% to 15% of the taxes you did not deposit on time, in the right amount, or in the right way. And the more your business grows, the more prone it is to blunder from lack of time or green employees.

Basic ways to handle this bookkeeping have been paper ledgers and journals, file cabinets, and spreadsheets, all of which multiply possible error or omissions. One great help for a home business is a document management system (DMS). A DMS can grab relevant data in whatever way works best for you: scanning, uploading computer files, emailing attachments, or smart phone photograph. Through optical character recognition (OCR), it converts any input into digital data. These data are then stored securely in the cloud. Then you — or anyone you provide access — can manipulate the data to track invoices, receipts, related documents, and more. You can even generate reports to gain insight on your business, such as cash flow statements or profit and loss statements.

Your Next Step

The next step in any business is to create more efficient processes that increase its profitability. Up-to-the-moment data enables you to make smart decisions and secure financing when needed. Accurate records support growth from garage to giant. Meeting the challenge of picking the right business structure enabling your business to function well, proactively move forward, and embrace change provides the means for sustained growth.

The post Business Challenges of Your Business Structure — And What to Do When It Grows appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/business-start-up/legal-structure/business-challenges-business-structure-grows/

Why Testing Your Home for Radon Is So Important

Home Business Magazine Online

By Insoo Park, CEO – Ecosense Inc.

Homeowners typically take a number of steps to safeguard their dwellings. Insurance policies provide for recovery in the case of floods, fires, and other calamities, and home warranties — which function in a way that is similar to insurance — provide relief when major systems and/or appliances fail or pests such as termites cause damage.

Typically, these precautions combine inspections, which are meant to detect and allow for the prevention of problems, with restoration efforts that mitigate damage when problems occur. They give homeowners peace of mind as well as protect their investments, and although their costs can be significant, they are usually considered to be well justified.

Despite the fact radon exposure has serious health ramifications, radon testing is one area that often falls off the radar in terms of safeguarding the home’s occupants. Unfortunately, radon rarely gets attention except when a home is inspected for a real estate transaction, during which time constraints limit the test period to two or three days.

Testing prior to purchase is certainly worthwhile, but the results may fall short of determining one’s potential radon exposure over time. That’s because indoor radon concentrations tend to vary from day to day, week to week, and month to month. The surest way to understand your family’s radon risk is to continuously monitor the radon in your home.

The Dangers of Long-Term Exposure to Radon Gas

According to the World Health Organization, cancer is responsible for 1 out of every 6 deaths globally, making it one of the leading causes of death in the world. The National Cancer Institute identifies lung cancer as the leading cause of cancer deaths in the world, accounting for nearly three times as many deaths as the second most deadly form. Among lung cancer deaths, only cigarette smoking causes more deaths than radon gas.

Radon is a colorless and odorless gas that occurs naturally when the element radium breaks down. Because radium is found in rocks, soil, and water, it is often present in and around homes. As radium releases radon, the gas can be drawn into homes through cracks and other openings in foundations and slabs, where it can accumulate to dangerous levels.

The United States Environmental Protection Agency (EPA) estimates that over 20,000 people die annually in the U.S. from radon-related lung cancer. It is considered especially dangerous because those who are affected by radon show no immediate symptoms.

What is also concerning is not only high levels of radon alone but a strong relationship between prolonged exposure to low levels of radon and lung cancer. The EPA further believes that 1 out of every 15 homes in the U.S. has elevated levels of radon.

The Need for Ongoing Radon Monitoring

When radon testing is conducted during the time constraints of a home purchase, a 48-hour test period under closed-house conditions is typically the best test option available to a homebuyer. However, continuous monitoring over extended time provides a much clearer picture of occupant exposure.

It is not unusual to see large variations in indoor radon concentrations. Frequently, hourly average swings in radon concentrations follow a daily pattern. Additionally, radon levels typically fluctuate as a response to changes in weather or activities happening within the house. In fact, radon levels can be quite different from season to season.

Such fluctuations make it critical that the threat of radon be addressed by long-term monitoring. Monitoring over several months is necessary to provide a true assessment of the potential for health risks. In addition, reliable monitoring devices should be used that can accurately track temporal radon variations.

Overcoming the Challenges to Proper Radon Testing

Ensuring that you have used a reliable monitoring device is the first step to obtaining a clear picture of the radon threat. Passive radon tests commonly use charcoal to absorb air in a space, with an analysis of the charcoal done later in a lab setting. The accuracy of such passive tests has been challenged by recent studies, including a University of Calgary study that showed the tests result in imprecise results as much as 99 percent of the time.

Active radon monitors use electronic sensors to detect alpha particles emitted by radon. The most effective monitors can produce readings in as little as 10 minutes with a high level of sensitivity. The monitors also provide ongoing feedback on any fluctuations that occur in radon levels.

Proper placement of the monitoring device is also critical, which is why readings should be taken in locations where occupants are more likely to be for extended periods of time, such as living rooms, playrooms, or bedrooms. The ideal placement for the monitor is at least 20 inches above the floor, 12 inches from an exterior wall, and 36 inches from exterior windows or doors. Monitors should not be positioned inside closets, cabinets, or crawl spaces.

Mitigating When High Radon Levels Are Detected

Radon is measured in picocuries per liter (pCi/L) and the EPA says that levels of 4 pCi/L or higher should be addressed. Obtaining an accurate reading should involve at least 90 days of monitoring. However, if levels are shown to be 8 pCi/L or higher over a seven-day period, immediate action should be taken.

When high levels are detected, increasing ventilation by opening windows and doors is a temporary measure that can be employed. Monitoring should be continued to see if the increased ventilation lowers levels. Active Soil Depressurization is a mitigation strategy that prevents radon from entering the home by drawing the gas from below the house and venting it into the air where it is diluted to safe levels.

The Value of Radon Monitoring and Mitigation

Long-term exposure to elevated levels of radon gas has been repeatedly demonstrated to increase the risk of lung cancer in humans. It takes years for this form of cancer to develop, with detection of the disease usually only happening when it is in its advanced stages. Ongoing monitoring for radon ensures that elevated levels can be detected and avoided before they result in deadly consequences.

In addition, proper measures to reduce radon exposure have the potential to dramatically impact insurance costs. According to the Cost of Cancer article on Health Payer Intelligence, the average lifetime cost of lung cancer diagnosis and treatment in the U.S. is approximately $282,000 per case. Taking the number at face value results in an estimated annual healthcare cost for radon-induced lung cancer treatment of nearly $10 billion nationally (228,820 new cases/year x 14% x $282,000).

For something that is, to some degree, preventable, that is a big number. As to who pays it, we all do — through the taxes that support Medicare and Medicaid, private insurance premiums, deductibles, co-pays, and charitable contributions. That is why radon monitoring efforts are so important, both for our personal health and the health of the nation.

The post Why Testing Your Home for Radon Is So Important appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/lifestyles/home-improvement/testing-home-radon-important/

LinkedIn ad prices surge as advertisers’ X boycott continues

LinkedIn ad prices have soared due to a surge in demand reportedly driven by the advertiser boycott of X.

Why we care. If you’re thinking about moving your ad spend away from platforms like X in 2024, LinkedIn could be a solid alternative to consider. Marketers are seeing good returns, but keep in mind it comes with a higher cost, so be sure to check your budget before making the switch.

Ad prices soar. In the past year, the cost of ads on the Microsoft-owned platform has surged by as much as 30% in some cases, reports the Financial Times. Leesha Anderson, the vice-president of digital marketing and social media at Outcast ad agency, told the paper:

  • “This is LinkedIn season. Most have switched over to LinkedIn over the past year . . . A few weeks ago most of our clients were off X. Now they are all off X.”

One media buyer revealed that the cost per 1,000 impressions of an ad was now as much as $300 for premium LinkedIn campaigns. In contrast, running a comparable campaign on Meta’s platforms costs between $10 and $15.

How ad prices are calculated. LinkedIn ad prices are determined by an auction system based on market demand. The greater the demand, the higher the ad price.

ROI. Despite the steep rise in LinkedIn ad prices, marketers are claiming to see substantial returns on their investments. Advertisers are reporting as much as 20% ROI, indicating that for every $100 spent, they are generating profits of $120.

LinkedIn ad revenue. The platform’s annual ad revenue soared by 10.1% year-on-year in 2023 to almost $4 billion, according to Insider Intelligence. The research group now forecasts that growth will soar by an additional 14.1% in 2024.

What Microsoft is saying. Penry Price, LinkedIn’s vice-president of marketing solutions, said that “more brands” are investing their ad spend in LinkedIn because of the platform’s unique targeting capabilities. The platform claims to have twice the buying power of the average web audience, with four out of five members driving business decisions.

Search Engine Land has reached out to Microsoft for additional comment.

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Deep dive. Read LinkedIn Ads in 2023 for more information on how the platform has strengthened its position with B2B advertisers. 

Original source: https://searchengineland.com/linkedin-ad-prices-climb-advertisers-boycott-x-436152

The state of SEO in 2024: Are you AI-ready? by Cynthia Ramsaran

Emotional ingredients for SEO success

As search marketers brace themselves for SEO’s next chapter, it’s easy to get caught off guard by disruptions from generative AI advancements like Google’s SGE.

Get ready to step into the future of SEO by joining experts from Conductor as they dive into the ever-evolving landscape of SEO in the age of AI.

Learn more by registering and attending “The State of SEO for 2024: Are you AI-Ready?” presented by Conductor.

Click here to view more Search Engine Land webinars.

Original source: https://searchengineland.com/the-state-of-seo-in-2024-are-you-ai-ready-436174

Top 10 SEO expert columns of 2023 on Search Engine Land

Since Search Engine Land launched, we have given SEO experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting SEO landscape.

What follows are links to the 10 most-read, must-read Search Engine Land SEO columns of 2023 that were contributed by our fantastic group of Subject Matter Experts.

No surprise, Generative AI was the hottest topic in 2023 and dominates our list – 80% of the columns were either about ChatGPT, Bard or SGE.

Also, I need to give some huge recognition to Tom Demers, who authored 5 of the 10 most popular SEO columns of the year. Unbelievable!

10. How Google SGE will impact your traffic – and 3 SGE recovery case studies

Learn how Google Search Generative Experience could affect your website’s organic traffic in this in-depth analysis. (By Gilad David Maayan. Published Sept. 5.)

9. Your SEO guide to the ChatGPT API

The ChatGPT API can help address some of the web interface’s shortcomings. Here’s how to maximize the API for specific SEO use cases. (By Tom Demers. Published March 17.)

8. How to write title tags for SEO with ChatGPT

Learn how ChatGPT and the ChatGPT API can help you create compelling, clickable title tags. (By Tom Demers. Published March 27.)

7. Yandex scrapes Google and other SEO learnings from the source code leak

Yandex isn’t Google, but there is a lot SEOs can learn about how a modern search engine is built from reviewing this codebase. (By Michael King. Published Jan. 30.)

6. An SEO guide to understanding E-E-A-T

Dig deeper into E-E-A-T – specifically what it means, why it matters to SEO, and tips to use it to your advantage. (By Zoe Ashbridge. Published March 13.)

A seven-step, ChatGPT-assisted process to streamline your featured snippet optimization and boost traffic for your top-ranking keywords. (By Tony Hill. Published May 11.)

4. 16 of the best AI and ChatGPT content detectors compared

We tested the top detection tools for AI-generated content. Here’s what they are good and bad at, plus what to expect when using them. (By Tom Demers. Published April 25.)

3. How to use Google Bard for better SEO

Don’t miss out on Bard’s strategic advantage in SEO. Here are four ways to maximize Google’s AI chatbot for fine-tuning your SEO strategies. (By Lauren Busby. Published Oct. 23.)

2. An SEO’s guide to ChatGPT prompts

Here’s what to remember when creating prompts, plus examples of SEO-focused ChatGPT prompts for daily work. (By Tom Demers. Published Feb. 24.)

1. How to use ChatGPT for keyword research (with actual prompts)

Learn specific keyword research applications for ChatGPT, plus a framework for incorporating the tool into your SEO processes. (By Tom Demers. Published March 2.)

Original source: https://searchengineland.com/top-10-seo-expert-columns-2023-435843

Top 10 PPC expert columns of 2023 on Search Engine Land

Since Search Engine Land launched, we have given PPC experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting landscape of paid search, paid social and display.

What follows are links to the 10 most-read, must-read Search Engine Land PPC columns of 2023 that were contributed by our fantastic group of Subject Matter Experts.

10. How to avoid 7 mistakes that tank retail Performance Max campaigns

Learn how to avoid repeating some serious mistakes that advertisers have made with their Performance Max campaigns. (By Menachem Ani. Published Jan. 17.)

9. Why Performance Max for lead generation often fails and how to make it work

Getting Performance Max to work for lead generation programs without offline conversion data is very hard. Learn what you can do here. (By Menachem Ani. Published Feb. 14.)

8. How to combine Google Ads with other channels to retarget, nurture and convert

Five tips for using Google Ads retargeting with email, organic traffic, cross-device tracking, direct mail, and social media. (By Adriana Stein. Published Dec. 1.)

7. How to transition away from Google Ads similar audience segments

Learn how to maintain or improve your performance in Google Ads and prepare for the removal of these high-quality audiences. (By Chelsea So. Published March 1.)

6. Why advertisers should reassess Google Ads recommendations

Google Ads is fundamentally changing the way recommendations work. Here’s why you should take extreme caution in applying any recommendation. (By Greg Finn. Published Jan. 5.)

5. The Hagakure method for Google Ads management

Learn about the Hagakure method, a modern approach to Google Ads management that blends simplicity and automation for better results. (By Benjamin Wenner. Published Oct. 5.)

4. This Google Ads script uses GPT to summarize account performance

Use this script to provide GPT with facts about your account and get a performance summary that can be shared with clients and stakeholders. (By Frederick Vallaeys. Published June 5.)

3. Using ChatGPT’s Advanced Data Analysis plugin for PPC

Explore real-world examples of how to use the feature to speed up PPC data processing and visualization, insights generation, and more. (By Jason Tabeling. Published Aug. 31.)

2. A Google Ads script that uses GPT to write RSAs

This script can help you leverage GPT’s API to use the maximum number of RSA assets and, in turn, boost your paid search campaigns. (By Frederick Vallaeys. Published April 13.)

1. ChatGPT for PPC marketers: 15 strategic prompts to use today

Learn how to use ChatGPT to level up your paid search efforts without sacrificing strategy, authenticity or creativity. (By Amy Hebdon. Published Feb. 1.)

Original source: https://searchengineland.com/top-10-ppc-expert-columns-2023-435844

PPC 2023 in review: UA sunsets, Google antitrust trial, X’s downfall and more

The PPC community had a rollercoaster year in 2023. Google stirred things up by shaking cushions and discreetly adjusting ad prices, and the entire industry faced a major shift with the sunset of Universal Analytics, forcing everyone to transition to Google Analytics 4. It’s fair to say that GA4 did not receive the warmest welcome.

As we approach the end of 2023, let’s reflect on some of the most headline-worthy, controversial, and impactful changes that significantly influenced the PPC world over the past 12 months.

Google antitrust trial

Google spent 10 weeks on trial for allegedly using underhand tactics to ensure it stays the world’s leading search engine. In September, the search engine was taken to court by the U.S. Justice Department (DOJ) and 35 states in a landmark case that could bring significant changes to Google and the future of the Internet. The DOJ is hoping that the case will force Google to divest parts of its online advertising business, which could have a major impact on advertisers.

One of the most significant revelations from the 10-week trial occurred when Jerry Dischler, the head of Google Ads, testified that the search engine secretly raises ad prices to achieve targets by as much as 10%, using techniques such as RGSP (Google’s Randomized Generalized Second-Price ad auctions).

This revelation not only angered advertisers but also directly contradicted Dischler’s statement during a keynote speech at SMX Advanced in 2015. In a clip brought to light by Search Engine Land, Dischler explicitly informs marketers:

Advertisers have since accused Google of downplaying its manipulation of ad prices, with some alleging that the company quietly increases ad prices by as much as 100%, a significant difference from the 10% figure mentioned by Dischler.

Other notable takeaway to come from the federal antitrust trial include:

Reacting to the revelations to come from the antitrust trial, some advertisers were so outraged that they claimed they no longer trust Google Ads and were considering leaving.

Judge Amit P. Mehta, who was presiding the federal antitrust trial, is expected to make a decision in the New Year.

Google Ads boss resigns

Google Ads chief Jerry Dischler resigned two weeks after the federal antitrust trial ended. Google told us the decision had nothing to do with his testimony, during which he claimed the search engine quietly raises ad prices for marketers by as much as 10%. Apparently, he just wanted “a new challenge” after working in advertising for 15 years.

Google would not confirm whether Dischler is moving to another department or leaving the company. However, it was confirmed that Vidhya Srinivasan, who previously led product and engineering for ads, will take over leadership of the Ads team reporting to Google Senior Vice President Prabhakar Raghavan. Shashi Thakur, a 17-year Google veteran, will take on Srinivasan’s previous role and report directly to her.

Google was also sued by Gannett, the publisher of USA Today, for using “deceptive commercial practices” and breaching U.S. antitrust and consumer protection laws in June. A few weeks later, eight individuals accused Google of illegally using copyrighted content and stealing the personal information of millions of Americans to train its AI products in a proposed class action lawsuit in San Francisco.

Meanwhile, across the pond, Google is facing the possibility that it may be forced to sell part of its ad business after being charged with violating the European Union’s antitrust laws. Following a lengthy investigation, the European Commission suggested that “mandatory divestment” is the only way the search engine can resolve the issue.

In the UK, publishers sued Google for $4.2 billion in lost ad revenue. The claimants alleged that Google gave preferential treatment to its own ad tech products, which resulted in reduced display ad revenues for publishers.

In another blow for Google, an Adalytics study accused it of mis-selling video ads to marketers for the last three years. Advertisers working for small businesses, Fortune 500 companies and even the U.S. Federal Government have all been impacted, with the Google violating its own standards approximately 80% of the time, according to the research. Google denied the claims, describing them as “extremely inaccurate”.

A second Adalytics study accused Google of risking the brand safety of advertisers by placing search ads on compromising non-Google websites, including sites containing pirated content and hardcore pornographic sites. Google categorically denied the allegations.

Goodbye, Universal Analytics!

Universal Analytics was officially replaced by Google Analytics 4 in July, but the sunset of UA was more gradual than expected. In fact, it took two months for the tool to finally stop processing data.

Still, marketers were not happy. Despite repeated warnings from Google that the enforced migration was coming, only one in four marketers had fully adopted it in time, according to a Search Engine Land survey.

Marketers struggled to navigate the new interface, so much so that many were contemplating switching to GA4 alternatives.

GA4 updates

Given the forced migration from UA, Google spent 2023 focusing on improving its product and rolled out numerous updates to GA4, including:

Search ads and Search Generative Experience

Google confirmed in May that it was experimenting with directly integrating Search and Shopping ads within SGE. The search engine explained that search ads would be available on day one of its release and that advertisers wouldn’t be able to opt out of showing ads on the new search experience – at least not immediately.

Google CEO Sundar Pichai told Steven Levy in a Q&A published on Wired in September:

  • “[SGE] will have a space for ads in a way that makes sense for users and particularly on commercial queries.”

In November, Google began testing a new SGE ad format and then rolled out new AI features within SGE to boost product visibility and conversions.

Demand Gen goes global

Google Ads introduced Demand Gen on a global scale in October, extending access to all advertisers. This feature, considered the “next generation of Discovery campaigns,” brings new elements such as enhanced ad creation flow, additional inventory, and insights.

Unlike Discovery campaigns, which were limited to images, carousels, or product data feeds for creatives, Demand Gen allows the use of videos. This includes regular YouTube videos and Shorts, providing advertisers with greater flexibility in crafting content that resonates with their target audience.

Merchant Center Next

Google officially unveiled a new, simplified version of Merchant Center, called Merchant Center Next (MCN), at Google Marketing Live 2023. MCN will officially replace Google Merchant Center in early 2024.

YouTube’s ad blocker battle

In May, YouTube began issuing warning notifications to users, informing them that ad blockers are not allowed on the platform. The social media platform told users to either turn ad blockers off or pay for YouTube Premium if they want access to its extensive video library.

A month later, YouTube stepped up its tactics to stop its users from installing ad blocked by disabling videos.

By August, the platform was testing a new anti-adblocker popup that featured a timer warning when the next ad will play. A countdown clock, which reportedly ran for 30 to 60 seconds, would appear in the top right corner of the message, showing non-paying viewers how long they have left to take action before another ad starts.

The following month, YouTube started sending users with ad blockers enabled more aggressive prompts, warning them to either “Allow YouTube ads” or subscribe to YouTube Premium. The platform then admitted to delivering a “suboptimal” experience to users with ad blockers enabled.

However, in November, it was reported that YouTube’s ad blocker crackdown could be illegal in the EU. The platform had been using JavaScript code to detect ad-blocking extensions without asking users for consent first, claims privacy expert, Alexander Hanff – who has filed an official complaint with the Irish Data Protection Commission (DPC). The alleged act would mean YouTube is violating EU privacy laws – however, Google is denying the charge.

Amazon breaks records, Prime video ads, ‘quiet’ deals with Apple

Amazon Prime Day 2023 set new records, emerging as the retailer’s most successful to date. The two-day extravaganza, held on July 11 and 12, witnessed a notable year-on-year spending increase of 6.1%, reaching $12.7 billion in the U.S., as reported by Adobe Analytics data. These impressive outcomes followed Amazon’s strategic layoffs in April within its advertising division.

In an effort to increase ad revenue, Amazon announced that Sponsored Product ads will now be served on more platforms, including Pinterest and Buzzfeed. The retailer is also exploring the possibility of launching ads on Prime Video.

However, when it comes to advertising on Amazon, the platform reportedly gives tech giant Apple an unfair advantage. In a secret deal, Apple allegedly asked Amazon to not serve competitor ads on its product pages. In response, the retail giant reportedly agreed to only serve ads and recommendations at the bottom of Apple product pages – a gesture it doesn’t provide to rival brands like Samsung and Microsoft.

In other Amazon news, it was reported that the retailer’s share of seller revenue is now 50%. Recent changes, including higher fulfillment fees and mandatory advertising expenses, have resulted in increased costs for sellers.

YouTube and TikTok expand their ad offerings

Both YouTube and TikTok introduced new features in 2023, and research from independent organizations underscored the platforms’ substantial value in effectively targeting specific demographics.

YouTube

  • YouTube Shorts ads started being rolled out to more advertisers as the solution moved from beta to general availability in November. For the first time, Marketers reported the ability to choose Short ads as a video format, integrate them with in-stream ads and combine them with in-feed ads.
  • YouTube also started rolling out a personalized ‘For You’ section on the home tab of creators’ channels in November.
  • A survey found that Gen Z aren’t just tuning into YouTube for the videos – they’re also watching the ads. Six in 10 teens would watch a YouTube ad rather than skip it, while almost half can recall an ad they’ve seen on the platform.
  • Creators earn the most from their brand partnerships on YouTube – more than Instagram and TikTok, according to a survey.

TikTok

  • TikTok sellers were invited to be the first to sign up and try out TikTok Shop before its public release in April. TikTok Shop is now available in Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam.
  • TikTok launched ads within its search results in August challenging Google and Microsoft. TikTok’s search ads are not a standalone ads product. Rather, ads are an extension of a TikTok video ad buy.
  • TikTok was reported to pilot an ad-free subscription service on its app in October. Code within the social platform suggests that subscribers may soon be able to access content with no interruptions from ads.
  • In October, the platform began testing increasing its video upload limit to 15 minutes. Previously, creators could only share videos that were a maximum of 10 minutes.

The decline of X

Following Elon Musk’s takeover in 2022, Twitter’s ad revenue steeply declined. In June, it was reported that advertising revenue had fallen by 59% year-on-year, prompting Musk to bring in Linda Yaccarino as the new CEO. The following month, the platform changed its name to X and tried to lure back advertisers by slashing the price of video ads.

In August, major brands began pausing their ad spend on X after learning campaigns appeared under pro-Nazi content. A Search Engine Land survey then found that less than a quarter of advertisers were planning to advertise on X over the next 12 months.

X decided d to start outsourcing the sale of some of its ad space by joining forces with the Google Display Network in October. However, after Musk endorsed an antisemitic conspiracy theory in November, it was reported that major brands weren’t just pausing their ad spend, they were cutting ties with the platform. Experts have predicted that X will lose as much as $75 million in ad revenue by the end of the year.

Other Meta news

Meta experienced a significant year with the introduction of Threads, launched in July, with 100 million people subscribing in the first 102 hours.

While much attention was given to the company’s latest platform, notable developments also took place across Instagram, Facebook, and WhatsApp.

Microsoft ads boss steps down, predictive targeting and Target CPA and Maximize Conversions

After the departure of ads boss Rob Wilk in March, former VP, Global Partner & Retail Media Sales Kya Sainsbury-Carter took over. She keynoted Search Engine Land’s SMX Advanced in June. In a Q&A with Search Engine Land contributor Greg Finn, she discussed the future of Microsoft Advertising and emphasized the role of conversational AI.

Here’s a breakdown of other significant advertising developments from Microsoft in 2023:

Automation & Performance Max

The rapid pace of AI development led to a sense of overwhelm among 70% of marketers this year. Complicating the situation, both Google and Microsoft have been inserting ads into AI experiments without providing brands the option to opt-out. This has raised concerns among advertisers who worry about their products and services being promoted alongside inappropriate content.

Here’s an overview of some of the most significant AI advancements, news and developments in 2023:

Amazon

  • Amazon rolled out enhanced AI capabilities to help advertisers create better product listings in September. The new technology simplifies how sellers create product descriptions, titles, and listing details by automatically generating content based on brief product descriptions.
  • Amazon unveiled plans in October to roll out upgraded generative AI capabilities that offer a more conversational, detailed, and personalized user experience in the US from January.
  • Select Amazon advertisers were able to start creating AI-generated images to use in ad campaigns in October. The tool offers advertisers the ability to add backgrounds or scenery to plain product images.

Google

  • Google announced that PMax was rolling out generative AI to create text assets, images in May, to make setup much easier than in the past process.
  • Google upgraded the capabilities of its Store Sales reporting and bidding to help marketers working on Performance Max campaigns to boost offline sales.
  • The Google Ads help guide launched a new AI assistant in August. Still in open beta, the new feature has been designed to help users find answers and solve account issues relating to Google Ads – however, the search engine warned answers could be inaccurate.
  • Google now requires political ads to disclose when AI-generated images, videos and audio have been used.
  • Google was facing potential legal action from the owner of the Daily Mail in July over claims that the search engine allegedly has illegally taken hundreds of thousands of the newspaper’s articles to train its ChatGPT rival, Bard.
  • Google rolled out significant updates to its Performance Max Best Practice Guide in August. The refreshed document now includes information on new strategies, advising retail marketers on how they can better optimize campaigns and improve conversions.
  • Google responded to safety concerns regarding its Performance Max product in August. The search engine came under fire after its platform YouTube was accused of improperly tracking children for targeted advertising purposes in a study conducted by Adalytics. However, Google has denied the claims, suggesting there has been a misunderstanding.
  • Google Bard was able to start answering questions about the content of YouTube videos in November. Following a significant update to the chatbot, Bard can now summarize video footage when users enter a YouTube URL.
  • Google expanded its AR Beauty ads in October to let brands showcase lip and eye products, with plans to soon add foundation.
  • Google released a range of new generative AI product imagery tools for advertisers in the U.S in November. Merchants can leverage these capabilities to create product imagery simply by using text prompts, completely free of charge in Product Studio.
  • YouTube introduced Spotlight Moments in October – a new advertising package that will serve your brand’s videos next to “the most relevant and engaging content associated with the moment.”

Microsoft

  • Microsoft’s Performance Max launched in open beta in July, with select marketers able to access its full inventory and serve ads across its network.
  • The new Bing failed to take any market share from Google after six months. Although Microsoft disputes the data, research from web analytics service StatCounter showed Bing’s market share was actually lower in 2023 than it was in 2022 – before new Bing launched.
  • Microsoft introduced AI-generated headlines and descriptions for ad campaigns in August. This service was launched alongside the company’s new auto-generated assets feature and IF functions for responsive search ads (RSAs).
  • LinkedIn started rolling out a new tool that leverages AI to simplify ad creation in October. The new feature, called Accelerate, has been designed to help advertisers execute optimized campaigns in Campaign Manager in under five minutes.
  • Microsoft was criticised after publishing an offensive AI-generated obituary for NBA star Brandon Hunter in September.
  • The Guardian accused Microsoft of damaging its brand by adding an offensive AI-generated poll to

Meta

  • Meta launched a range of AI-powered chatbots that could improve its targeted advertising capabilities. The chatbots reportedly have the ability to collect large amounts of data regarding users’ interests.
  • Meta Ads Manager rolled out its first generative AI-powered features for advertisers in October. The new tools were designed to maximize productivity, personalization and performance.

Other platforms making headlines

Several other platforms made waves in 2023:

Instacart

Lyft

  • Lyft started serving ads to customers on its app for the first time in August. Adverts appear while consumers wait for their taxi, when they are matched with a driver, and for the duration of the journey.

Pinterest

  • Pinterest and Amazon teamed up for multi-year ads partnership in April. When Pinterest users encounter an Amazon ad on Pinterest, they are directed to Amazon’s website to complete their purchase. Amazon is the first-ever third-party advertising partner on Pinterest.
  • Pinterest started testing an AI “body type” filter to make search more inclusive in November. The new consumer tool, which was rolled out on women’s fashion and wedding ideas, enables users to filter their product search results based on different body types.

Reddit

Shopify

Snapchat

Yelp

Key statistics

Throughout the year, researchers conducted studies to delve into the state of digital marketing in 2023 and published their findings. These insights provide an indication of the industry’s probable performance in the foreseeable future:

SMX Advanced and SMX Next

We can’t wrap up our 2023 year in review without talking about SMX. We had two epic virtual conferences this year with expert speakers discussing topics such as how to revolutionize your PPC game with Chat GPT to how to make Performance Max for Lead generation work. From SMX Advanced: 

Well that’s a wrap on 2023! What a year it’s been.

Looking forward to 2024, I think automation and generative AI will play a more prominent role, and we’ll see big changes to the ad landscape as Google continues to roll out SGE. Additionally, expect significant developments from TikTok, Reddit and other advertising platforms.

Original source: https://searchengineland.com/ppc-2023-year-review-us-google-antirust-trial-x-twitter-threads-435374

Essential Factors to Look at Before You Plan for Your Next Webinar Session

Home Business Magazine Online

Nowadays, everything has come to the online world, including meetings for your business seminars, interviews, etc. In these meetings, you can share knowledge, offer new ideas, and update your online audience about your business. That aside, webinars build and nurture relationships and puts a business or company in authority and credibility by demonstrating its relevant products and services. In turn, you will grow your audience, leading to increased conversions.

If you wish your webinar to be effective and interesting, ensure it leaves people feeling positive and inspired to apply what they learn. Besides, it should offer a new take on your ideal niche by discussing contemporary issues through informative demos of how-to or uses of the DIYs. If you are looking forward to organizing, hosting, or talking at an online session, here are key things you should implement.

Choose a specific topic

Going with a specific topic such as legal webinars will allow you to discuss it in detail. It aligns with the objectives of your webinar regardless of whether you want to enhance brand awareness, increase lead conversions, promote new offers, or even share new ideas. That means your ideal topic should relate to:

  • The nature of your business.
  • Depict your expertise and authority in the area.
  • Suit the needs of your target audience.
  • Offer useful information.

When choosing your topic, be concise as it will help you remain focused.

Pick your format

From there, decide on the ideal method you will use to deliver your webinar. It could be a single speaker if you have a small audience, a panel discussion, or a Q and A webinar where experts answer questions from different viewers. When selecting your ideal format, be sure you will be comfortable with it, as this will help you to deliver your content effectively.

Choose a platform

Choosing a platform to perform your meeting or discussion is the key factor to the success of your webinar. You can use free tools or choose high-ranking platforms. You can select from various options, so you can take your time to get to know them better.

Finalize your presenters

Before you start your webinar, it is important to dedicate a support team to ensure everything runs well. Most importantly, you or your speakers must be well-trained, skilled, and knowledgeable about the topic. Remember, as a speaker, you can face hard questions, meaning you should be ready to face the camera.

Establish the space

Whether you are hosting at home or in your office, ensure it is a quiet place. Choose a room with no noise and interruption and no clutter to avoid issues during the session.

Final thoughts

Having online teachings like legal webinars for your company is a great opportunity to promote what you offer, and you can achieve it if you apply the above steps well. It doesn’t matter whether it is your first or tenth webinar. Accept that mistakes might happen. After all, your ideal goal is to share your knowledge and ideals, not perfection.

The post Essential Factors to Look at Before You Plan for Your Next Webinar Session appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/businesses/success-tips/essential-factors-look-before-plan-next-webinar-session/