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Good morning, Marketers, your reputation precedes you.
What does the web have to say about your business? What’s your online reputation look like these days? Platforms like Google have been making efforts to increase transparency so that users have all the information they need to stay safe, but also to protect themselves from increased regulatory scrutiny.
On the PPC side, we’re seeing this play out in Google’s “About this advertiser” initiative (more on that below). On the organic side, the search engine launched the “About this result” box in February and, over the summer, expanded it to include why it ranked a specific search result.
Although users probably aren’t inspecting these details before every click from the SERP, all the information is available to them, which means that it’s easier for them to find out more about your brand. If you’re in a highly competitive space, and/or if your reputation isn’t stellar, the information could cost you conversions. And, with consumer preference and regulatory trends the way they are, platforms will most likely be releasing more of these features to take some of the heat off. If that’s scary for you, perhaps it’s time to audit your online reputation and business practices to make...
Read Full Story: https://searchengineland.com/data-driven-attribution-to-become-the-default-in-google-ads-tuesdays-daily-brief-374770
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