SEJ Today: 71% Of Marketers Are Struggling To Meet Customer Expectations

Get the latest SEO, PPC, content marketing, and social media news delivered daily. [Read More]( [Read More]( [SEJTODAY]( Brought to you by: [Read More]( Wednesday, November 2, 2022 [Read the Article]( Marketing Analytics, News [71% Of Marketers Are Struggling To Meet Customer Expectations]( By Matt G. Southern Most marketers say they're struggling to meet customer expectations, and a new report on the current marketing landscape reveals why. The eighth edition of Salesforce's State of Marketing report looks back on 2022's challenges and triumphs as the year comes to a close. Additionally, the report looks ahead to how marketers plan to adapt to future challenges, such as the deprecation of third-party cookies. Data in the report is compiled from a survey of 6,000 marketers across 35 countries and an analysis of trillions of outbound marketing messages sent using the Salesforce platform. Here are the key highlights from Salesforce's State of Marketing 2022 report. [Keep Reading...]( Sponsored [Semrush vs. That Other SEO Tool]( By SEMRUSH We put Semrush and another SEO tool head-to-head. Semrush came out on top. More keywords, more backlinks, and more use cases. Who did Semrush beat? [See the Scorecard]( SEO [Are Social Signals & Shares A Google Ranking Factor?]( By Kristi Hines Social signals are engagement from social media users with content you have shared from your website. Here are some examples of social signals. Someone shares a link to a page on your website in a public post on Facebook. The post receives likes, comments, and additional shares. Someone shares a link to a page on your website in a public tweet on Twitter. The tweet receives replies, likes, and retweets. It’s a bit confusing whether social signals affect organic search rankings. Between 2010 and 2014, Google may have experimented with social signals in search results. Plus, there are scenarios where social media can help your S.E.O. efforts. While social signals may not be a ranking factor, social profiles and links can affect your brand's appearance in search results. [Read Now...]( Ecommerce, Shopify [16 Tips To Keep Your Sanity And Prepare Your Shopify Store For BFCM Sales]( By Emily Amor For Shopify stores, it’s the most important time of the year to position your offer right and make the most of the spending spree. As an ecommerce brand, you've been sowing all year. Your brand has pumped iron, studied opposition movements, put hundreds of hours on the field fine-tuning movements, and now you're ready. When done right, your email list can be a goldmine. But don’t wait until the eve before Black Friday to email your list. If you haven’t been emailing your list consistently over the course of the last several months, now is the time to warm it up. Tell your subscribers and customers what’s to come. [Read Now...]( SEJ Webinar [Upgrade Your MarTech Stack For Maximum Campaign Effectiveness]( By Search Engine Journal Learn how to upgrade your MarTech stack to ensure you’re maximizing campaign effectiveness and outpacing competitors. When’s the webinar? Thursday, November 10 at 2 p.m. ET. [Save My Seat]( Paid Media, PPC [How To Get More Out Of Search Terms Reporting In The Age Of Privacy And Automation]( By Ginny Marvin For background, two years ago, Google policy teams raised the privacy threshold for search term reporting in Google Ads. This meant advertisers had less information about the terms customers use to find and engage with their businesses, and those in sectors with lower global search interest saw the greatest impact. This change happened roughly six months before I joined Google in a new ads product liaison role in 2021. It was one of the first things I wanted to better understand. Think back to when Google introduced its first Smart Bidding model, maximize conversions, five years ago and the market’s reaction in those early days (there was a lot of room for improvement). Machine learning has advanced exponentially since then, and today the vast majority of advertisers use automated bidding. The changes to search terms reporting highlight the key shifts the industry is experiencing in this new time and underscores that new approaches will continue to evolve with ongoing advancements – and advertiser feedback. [Read Now...]( News, PPC [Apple Offers New Ad Placements In App Store]( By Brooke Osmundson Apple officially announced two new ad placements on the Today tab and product pages. This controversial move comes on the heels of enhanced privacy measures. [Read Now...]( Sponsored [How SEO Experts Predict & Fix Surprise Demand Shifts With Search Data]( By SEOmonitor Learn SEO tips to help you spot a sudden change in keyword search volume trends before it throws your SEO campaigns off the rails. [Read More]( News, SEO [Google Introduces New Search Labels For Coupons & Promos]( By Matt G. Southern Google is updating shopping search results with new labels highlighting coupons and promotions and the ability to compare prices from multiple retailers. [Read Now...]( Paid Media, Paid Media Strategy [How To Track Offline Conversions From Your Google Ads]( By Tim Jensen For many types of businesses, if you’re only tracking conversions that occur directly on your website, you’re likely missing out on a full picture of how ads impacted sales. A potential customer might click on your ad, only to then pick up the phone to speak with a sales rep instead of filling out a form. If your business has physical branches, a shopper might visit you in person to buy after initially discovering you via an ad. Additionally, privacy regulations and the ensuing tracking challenges sometimes limit the ability of pixel and cookie-based tracking to properly correlate conversions to ad platforms. While no tracking setup will ever have 100% clean data, offline conversion tracking can help to address each of these scenarios. Whether you have a robust C.R.M. setup or store leads in spreadsheets, updating your Google Ads conversion setup to incorporate offline data is possible with the right tweaks to your process. [Read Now...]( SEO, Technical SEO [Semantic Search With Vectors]( By Dustin Coates As a summary, though, machine learning models input items (let’s assume just words from here on out) and try to figure out the best formulas to predict something else. For example, you may have a model that takes in the word “bee” and it is trying to figure out the best formulas that will accurately predict that “bee” is seen in similar contexts as “insects” and “wasps.” Once that model has that best formula, it can transform the word “bee” into a group of numbers that just so happen to be similar to the group of numbers for “insects” and “wasps.” Right now, the best thing you can do is probably to sit tight and stay up to date with what’s happening in the industry. Vector and keyword-based hybrid search is coming in the upcoming years, and it will be available for people without data science teams. In the meantime, keyword search is still valuable, and will only be improved when vector search is brought in later. 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