🔍 So, are we going to talk about Reddit?

Plus, Google deprecates “teaser” Web Stories in Search and Discover Jan 28, 2021 Good morning, Search Marketer, do you consider Reddit a social networking site? The online forum/news aggregation/social networking platform is in headlines this week as members of a subreddit called r/WallStreetBets have sent GameStop stock prices soaring. As search marketers we may feel disconnected from Reddit, and it makes sense. It’s often difficult to effectively advertise on the platform, as users are very protective of their communities. You have to be an experienced Redditor and understand the culture of each subreddit before you can go in touting your brand. Many advertisers haven’t found the volume to make advertising there worth their dollars, though some have seen [viral success](. However, because subreddits are such concentrated online microcosms of these communities in real life, there’s still value in them for marketers in consumer behavior analysis, voice of customer data, keyword research, and more. The GameStop and Reddit example that’s sweeping the news proves that individuals across the nation have banned together as a community based on common values and shared beliefs to achieve drastic change. If you haven’t dived into Reddit yet (which, as with any open platform, can sometimes be an icky cesspool–so beware), it could be worth checking out the subreddits related to your business and your target audience. See what they care about and how they talk about their problems–and use that context in your own marketing. Carolyn LydenDirector of Search Content Local How are local service ads impacting Google Ads accounts? One law firm’s change in conversions and cost-per-conversion after local service ads rolled out in their industry. Conventional wisdom might lead you to think that Local Service Ads (LSAs) would take away clicks from local pack results, but Joy Hawkins, owner of local search agency Sterling Sky, found that the average loss for law firms she works with was only about five clicks per month. The more surprising impact was that her lawyer clients saw their cost per conversion double while the number of conversions dropped by half. For some high-commercial-intent keywords, Google isn’t even showing traditional ads anymore, Hawkins also noticed. If you’re in an industry where LSAs haven’t launched yet, keep an eye on your metrics for when they do. If performance for your traditional ads declines, it might be a good idea to shift budget over to LSAs. [Read more here.]( Compare 13 top marketing automation platforms MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing. [Get it Now »]( Web Stories Google may not display Web Stories that are teasers Web Stories (the artist format formerly known as AMP Stories) aren’t supposed to be a way for you to lead users to content on your site — that’s the message behind Google’s announcement yesterday morning. The company will now deprecate “teaser”-based Web Stories in search and Discover. “A one- or two-page teaser for your blog post doesn’t tell a satisfying story to a reader, so Google will do its very best to not show these to users,” said Google’s Paul Bakaus. Instead, the company recommends publishing the content in its entirety in the Web Story format. This limits monetization opportunities for some publishers, but Google was quick to point out that it does have Web Stories ads in its Display Network. Is this change, in the name of user experience, justified? I’d love to hear your thoughts, please email me at [gnguyen@thirddoormedia.com](. [Read more here.]( Search Shorts Stars, penalties and site labels. Google Ads site label. This is weird. Google is testing showing [a “site” label in the paid search advertisements]( within the Google search results. This was first spotted by Patrick Garde. Lawyer stars gone in Google Search. Joy Hawkins noticed that [searches for attorneys no longer display the rich results ratings or stars]( in the search results. Manual actions across network of sites. Google’s John Mueller said “it’s certainly possible — if they’re built the same way, then it would be reasonable [to apply the same manual action,” across a network of sites](. Execute winning PPC campaigns Join us online at SMX Report, February 23, for a guided journey through critical search analytics issues that will help you address reporting needs, mitigate data loss, and make data-driven decisions that yield amazing results. [Learn more »]( What We're Reading We've curated our picks from across the web so you can retire your feed reader. [Biden and Harris have cleaned house at the White House]( – Content King App [Google My Business Insights Adding Platform and Device Breakdowns]( – Search Engine Roundtable [Preparing our partners for Apple’s iOS 14 policy updates](, Google Blog [Report: Q4 2020 Google trends for the B2B eCommerce industry]( – Vertical Leap [Stabilizing Live Speech Translation in Google Translate]( – Google AI Blog [Search Engine Land] [( [Additional Marketing Solutions for 2021]( This email was sent to {EMAIL}. 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