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- š¾ Unpacking the Google leak
š¾ Unpacking the Google leak
What we learned and what it means for marketers
Jeff Sauer
June 05, 2024
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š¢ TOP STORY
A trove of leaked Google documents has given us an unprecedented look inside Google Search and revealed some of the most important elements Google uses to rank content.
Thousands of documents, which appear to come from Googleās internal Content API Warehouse, were released March 13 on Github by an automated bot called yoshi-code-bot. These documents were shared with Rand Fishkin, SparkToro co-founder, earlier this month.
We have been given a glimpse into how Googleās ranking algorithm may work, which is invaluable for SEOs who can understand what it all means.
This Google document leak?
It will likely be one of the biggest stories in the history of SEO and Google Search.
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š° THREE HEADLINES
PayPal is launching an advertising platform built on a trove of customer transaction data.
The companyās new advertising business will encompass purchase information and customer spending habits from PayPal and its sister app Venmo, according to The Wall Street Journal. PayPal has brought on Mark Grether, the former vice president and general manager of Uber Advertising, to lead its advertising business.
The government, reacting to online scams, regular data breaches and the rise of artificial intelligence, wants to reform privacy laws, including what data can be collected from individuals.
Advertisers argue they need data on a customer base or audience to ensure the right type of messaging is sent to the people who need it and to protect children and others from inappropriate advertising.
Not long ago, streaming TV came with a promise: Sign up, and commercials will be a thing of the past. Netflix rose to streaming dominance in part by luring customers to an ad-free experience. Amazon Prime Video, Disney+ and HBO Max followed that lead.
Well, that did not last long. Ads are getting increasingly hard to avoid on streaming services.
š¤æ DEEP DIVE
With the plethora of online content available, it has become increasingly difficult for marketers to safeguard brand safety.
When it comes to where consumers expect to see safe and appropriate content, 39% said it was most important for news sites to have such content. Social media sites follow closely behind at 38%.
While ad placements are usually negotiated and bought prior to breaking news and event coverage, 80% of consumers associate a brandās values with the content surrounding its ads.
If a brand advertised near inappropriate content online, 76% would trust a brand less while 77% would feel less favorable towards said brand.
The negative perception will also hurt the performance of an ad as consumers are unlikely to engage with ads that appear near inappropriate content online (56%) and are unlikely to recommend the brand to others (52%).
Strikingly, 51% are likely to stop using a product or service as a result.
Know Your Budget Before You Advertise On Google
Navigating Google Ads without a budget plan is like sailing a ship without a compass. Do you find yourself asking:
* How much should I really spend on Google Ads?
* Am I overspending on the wrong campaigns?
* Could I achieve better ROI with a more strategic budget?
Don't let budget woes sink your campaigns! Our nifty Google Ads Budget Calculator tool is designed to give you clarity and control, turning guesswork into a strategic advantage.
Itās free to download, so you can optimize your ad spend immediately.
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