🔍 The 'Vicinity Update': Winners and losers from the November 2021 local update

Plus, SEOs share their day-to-day and career outlook amidst all the 2021 updates [View in browser]( | [Share]() [Search Engine Land]() Dec 21, 2021 Dec 21, 2021 Good morning, Search Marketer, where are the announcements? This month alone, there have been three interface tweaks to Google Ads: [custom columns]() with new metrics, the [Asset Library]() from Ads Creative Studio rolling out on Google Ads and the [deprecation of campaign drafts]() in the experiments page. You didn’t see the announcement or a tweet from the company because there wasn’t one. All three of those updates were discovered by members of the PPC community and confirmed by Search Engine Land. Some of those features were in closed beta, so it makes some sense why they went unannounced, but providing that transparency can help marketers know what to expect in the near future. While keeping informed of product updates is convenient, knowing when bugs on Google’s end impact a campaign is absolutely critical. To the platform’s credit, it was proactive when a bug caused CPCs for Shopping ads to [spike from 50% to 200%]() back in November. But, weeks later, the company lagged on its communication regarding [spend fluctuations for tROAS and Maximize Conversion Value]() bid strategies. We were able to break the news thanks to tips and screenshots from search marketers who were directly impacted. So, if you’ve got tips, please do send them my way: [gnguyen@thirddoormedia.com](). Sometimes it takes spotting these things to get Google to confirm what it’s changing. George Nguyen,Editor [The ‘Vicinity Update’: Winners and losers from the November 2021 local update]() This update seemed to be focused on changes around proximity and distance. [Read More]() [Non-stop updates: SEOs share the impact on their day-to-day, work-life balance and career outlook]() Stakeholder expectations seem more realistic as the industry has matured, but Google’s updates may be influencing career paths. [Read More]() [Consumer research differentiates brands this holiday season]() Shopping insights reveal the “new normal” shopping trends that may be here to stay – and the tactics leading brands should implement now. [Read more]() [5 ways marketers can support entry-level SEO talent]() With a huge demand for SEO specialists, marketers shouldn't neglect entry-level talent. At SMX Next, Abby Reimer shared how brands can find and support these SEOs. [Read More]() [Learn about the pros and cons of upgrading to Google Analytics 360]() Today, data is the currency of the digital economy. Marketers need data-driven insights to understand who their most valuable customers are, which experiences led them to act, and how to get more of them. Google Analytics 360 is designed not only to help you collect data across your digital properties, but to turn raw data into insights, and then to take action on those insights across the broader Google Marketing Platform. Download ‘The Ultimate Guide to Google Analytics 360’ from Cardinal Path to learn more about the pros and cons of upgrading. [Get your copy!]() [Google Ads rolling out new icons more widely]() Over the past few months, Google has been rolling out new icons within the Google Ads console. [Read More]() [The science of SEO explained...]() Download Search Engine Land’s SEO Periodic Table now to understand the key elements to incorporate (and avoid) in your SEO campaigns. [Free Download]() [4 elements that help create compelling SEO content]() “What’s good for humans is also good for search engines,” Alli Berry said at SMX Create. [Read More]() From MarTech - [Integrate announces majority investment from Audax]() - [How STCHealth uses intelligent chat to help people access their immunization records]() - [Why businesses are hiring taxonomists]() - [Good morning: Customers are up for grabs]() - [How brands can succeed in digital asset management]() Know someone who would like this newsletter as much as you? Copy this link to share the Search Engine Land newsletter via email, social, or text: [() [Search Engine Land]() Reach the Search Engine Land community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by: Search Engine Land - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2021 Third Door Media. All Rights Reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()