This is the second in a series of four articles covering the themes behind many of Google’s recent local search feature releases and interface updates. In the first installment, I discussed Google’s increasingly personalized or customized search results, marked by content pulled from GMB profiles, the business website, and Google users, and matched to specific queries so that each SERP is unique. In this second installment, I’ll be talking too about interfaces that differ according to what you’re searching for, but in this case the differences are verticalized.
Though it’s not always easy to find the common threads in Google’s complex evolution of the local search consumer experience, some themes do stand out, such as the drive toward increasingly personalized search results, which I’ll be covering in this initial entry in the series. Fortunately for marketers, personalization, along with the other themes I’ll cover, offers numerous opportunities to outpace the competition and convert more searchers into buyers. A better understanding of these emerging trends will help marketers prioritize their efforts.
Verizon became the latest player to compete against Google’s FloCs this month with the launch of its new Next-Gen Solutions tool. The move marks a broader shift in ad tech toward contextual ads.
In this episode of Location Weekly, the Location-Based Marketing Association covers Google’s FLoCs as an alternative to the disappearing third-party cookie, the AR platform Beerscans turning beer labels into augmented reality experiences, Krispy Kreme offering free donuts to encourage vaccination, and GroundTruth acquiring Addy.
The results of a new campaign by Brave Software and Dentsu International show that digital privacy might not be the monolith that it’s thought to be, and that advertisers can still generate a positive ROI on their campaigns without sacrificing consumers’ online privacy.
The initial frenzy over Google’s news regarding its latest privacy updates has abated, and now it’s time to really think about what it means – for Google, for brands, and for the industry as a whole.
As governments have lit a fire under brands and consumers have become more data-conscious, the future of marketing and advertising is unfolding before us. Let’s take a dive into what it all really signifies.
Google’s recent announcement that it would stop selling ads based on users’ specific web browsing histories was met with enthusiasm among consumer privacy experts. Within the local marketing and advertising community, the reaction was different.
In part II of our retail expert roundup, we cover mixed reality’s role in retail, data, and privacy compliance, and how retail can recover and rebound in 2021.
Retail transformation experts expound on Google and Amazon’s approaches to e-commerce, managing customer relationships, and targeting after cookies.
Google’s FLoCs is supposed to boost privacy in ad targeting. But the actual efficacy of the program and Google’s habit of boosting itself are fueling concerns.
Welcome to 2021: another year where everything will change faster than ever. Speed will define the year, as it did in 2020. Consumer behavior is rapidly shifting, and the big tech firms that define the e-commerce landscape are becoming more agile as a result. Amazon, Apple, Facebook, and Google aren’t going to slow down even […]
Ads Data Hub incorporates privacy by design and is first-party data-driven, which is crucial in today’s environment. It is built on a future-proof cloud architecture, meaning as technology continues to evolve, ADH will stay relevant. With all of its capabilities, ADH should be on every marketer’s radar.
Advertisers, brands, and agencies are scrambling to deliver the highly tailored, localized search experiences that Covid-era consumers are increasingly looking for. In fact, 61% of marketers in a recent Forrester study said that improving the efficacy of their local marketing is a high priority for 2021.
So, how can advertisers and marketers navigate this evolving, more localized search landscape and get it right? Here are a few key items to keep in mind.
In this episode of Location Weekly, the Location-Based Marketing Association covers AWS launching Location Service, a Google Maps competitor, Mood Media being acquired by Vector Capital, Starbucks partnering with Pokemon Go in Asia, Bayern Munich using AR to connect with fans, and Gimbal being sued for patent infringement.
Google search ad traffic has dropped across all devices, with mobile taking the biggest hit. Mobile traffic has been down an average of 24% since the pandemic began in February. Brands have been adjusting their digital strategies to account for the shift, including changing up their search ads with enhanced location targeting and more relevant keywords.
But achieving that high level of optimization requires a type of local search data that isn’t easily accessible through Google alone. That’s created a hole in the marketplace that the intelligence platform Adthena is looking to fill.
This has been the most active year in the history of local search when it comes to the introduction of new features. Google recently announced that it had made nearly 250 updates to Google Maps since the start of the pandemic, and just about every other local publisher, including Yelp, Bing, Foursquare, TripAdvisor, and even Apple Maps, has been busy.
As we near the end of this unusual year, I thought it would be useful to take stock of these changes and note the ones that are the most significant.