Smart Shopping campaigns in Google Ads are being updated to Performance Max, a change that might be alarming to those wary of Google’s purportedly useful updates (which always seem to shift control of settings and data away from users). We had concerns, but our experience with Performance Max so far has been encouraging. The …
Google Analytics 4 (GA4) was released in late 2020 as an alternative to Universal Analytics (UA), which focused on desktop traffic and data from cookies. Now, Google has announced that UA will cease functioning on July 1st, 2023, meaning accounts must be moved over to GA4 to remain active. For anyone keeping abreast of Google’s …
Google is Shuttering Universal Analytics, Transitioning to GA4 Read More
Farewell, FLoC; we hardly knew ye. After many months of hype, Google has canned their Federated Learning of Cohorts (FLoC) program, which they had intended to replace third-party cookies (and perhaps forestall anti-trust and privacy legal action). We made no secret of our low expectations for the program, but we were trepidatious regarding what solution …
Google’s Latest Attempt at Privacy, Topics API, Further Erodes Marketers’ Options Read More
Google has announced new requirements for their Google Partner program, bringing to mind an infrequently discussed repercussion of the digital era: the dramatically altered relationship (and power dynamic) between advertising agencies and the platforms on which we run ads. Today’s post is about that shift and a difficult conundrum currently facing agencies and clients, but before we get into that, …
Even before recent changes, it has been difficult for Google’s users (and advertisers) to stay up to date on how Google collects and doles out information. Yet despite their assurances about how the data is anonymized and the paramount importance of user privacy, we know their user data must be useful, and there must be …
Prepare for even more metaphor mixing when describing Google’s latest gambit to replace third-party tracking cookies. Dubbed “Federated Learning of Cohorts” and shortened to FLoC, the ovine herd references alone are inescapable. Here’s a simplified explanation of the technology along with some speculation about the future of FLoC. Why Did Google Create FLoC? Ad tech …
Recently, we at Market Vantage have been working on giving our website a facelift, both on page and behind the scenes. We dug up some of the search phrases people typed into Google that brought them to our site. We’ll be addressing many common SEO questions in upcoming blog posts (we’ve got plenty of other articles to help you master Google …
We get this question a lot. We all know that the majority of Google’s massive revenue comes from ad clicks. So, there’s a strong motive for Google to reward advertisers with higher organic listings, right? Well, not exactly. Google charges when someone clicks your ad. If they click your organic listing instead, Google makes no money. Boosting your organic …
Faced with an abrupt decrease in pageviews, leads, and sales, any good business owner would immediately begin by identifying the cause and finding a fix, right? “Of course they would,” you say, “or they wouldn’t own a business for very long!” But there’s one common, recurring issue affecting thousands of businesses every year, and many …
The Basics of Google Display Ads Google Ads come in a variety of different formats, and each of these formats have additional options you can use to personalize your ads. It’s worth doing some general research into all of these to ensure you’re spending your advertising budget effectively, but given some recent changes, if you’re …
