Industry Focus for Friday, March 25, 2022
As a Google Partner agency in Kansas City, iFocus Marketing is proud of our long list of certifications from the search engine and tech giant. We expertly navigate the depths of digital marketing via Google, especially when it comes to search engine optimization and paid search.
And this week was a big one for Google news, so of course, these stories were central to our industry discussions. We’re pretty excited about the new tools and updates Google is rolling out because it means we’re able to better serve our marketing clients, regardless of their industry or advertising budget.
So, let’s jump in to explore what’s new with Google.
“Google Releases Partner Program Directory in Latest Effort to Rebuild Program” by Henry Powderly in Search Engine Land
Google released a directory of agencies and marketers who participate in the Google Partners Program, making it easier for business owners to find Google Ads experts. Google’s latest requirements for partnership require marketers to achieve an optimization score of 70 percent; spend at least $10,000 across all managed accounts within a 90-day period; and have at least 50 percent of designated account strategists certified in Google Ads, with at least one certification in each product area, with a campaign spend of $500 or more in 90 days.
For your reference, the entire iFocus Marketing team holds certifications in Google Ads, with the majority of us also certified in multiple product-area certifications as well. So, when we say we’re a Google Partner, we mean we’ve dedicated significant resources into becoming experts in its digital ad products.
-Submitted by Alex Mead, Paid Media Coordinator
“Prepare for the Future with Google Analytics 4,” by Russell Ketchum in the Google blog
Google is sunsetting Universal Analytics, transitioning completely over to Google Analytics 4 (GA4), which was introduced about two years ago. GA4 will continue helping businesses with comprehensive and granular controls for data collection and usage for digital marketing, but will no longer store IP addresses and will instead focus on privacy at its core. Overall, users can glean better data from it and improve return on investment.
-Submitted by Brandon Davis, Paid Media and Analytics Manager
“Google Adds New Vehicle Ads Search Placement to Help Auto Sellers Align with Evolving Search Trends” by Andrew Hutchinson in Social Media Today
Last week, we talked about Microsoft Ads rolling out new features for auto sales, and Google Ads won’t be outdone. Vehicle ads will now appear at the top of the SERPs when users search for specific keywords related to cars for sale. To get this placement, auto advertisers must create a vehicle inventory data feed and connect it via Google’s Merchant Center.
-Submitted by Meagan Sanchez, Account Coordinator
“Google Releases March 2022 Product Reviews Update with Additional Ranking Criteria,” by Barry Schwartz in Search Engine Land
Google is rolling out its third version of the product reviews update, a search ranking algorithm that targets product-review content. It will promote high-quality review content and put it in front of searchers, making it easier to find purchasing advice, rather than light summaries of a product’s features.
-Submitted by Zach Kinser, Senior SEO Manager
“14 Ways Google May Evaluate E-A-T” by Olaf Kopp in Search Engine Land
Google’s algorithm rewards content and brands that demonstrate high levels of expertise, authoritativeness, and trust (E-A-T), but we don’t know how it uses this concept during the actual evaluation to determine ranking results. This means your web content has to be top-notch to get seen – and these 14 on-page and off-page factors should be just right so your biz gets the benefits. At iFocus, we especially love the concepts of linking to your own references and strong anchor text for native content for search engine optimization – but we’re great at all of it.
-Submitted by Ryann Rinker, Agency Account Management Team Lead
Get Ahead on Google with the Power of Digital Marketing Experts in Kansas City
Remember when people thought the internet was a fad that would simply go away after a few years? We’ve come a long way, baby. Today, the internet is an advertising powerhouse, a surefire way to get your products and services in front of your audience to gain leads and conversions.
And iFocus Marketing is really, ridiculously good at it – and at a lot of other digital marketing strategies, too.
Skip the expensive, traditional media, and spend the money where your audience is. Talk to one of our business development experts today to learn how we can drive your strategy down the right path.