September 25

The Weekly Briefing: Bing Extends Its Ads and Reach

SEM Specialist Tory Vang had multiple updates about Bing’s growing share in the Internet search market…

In an effort to increase compete with Google Ads, Bing Ads has upped the ante by expanding the amount of Ad app extensions for PPC ads. Lisa Raeshler of Search Engine Watch revealed Bing’s big update. Currently, Bing Advertisers have access to location, call, sitelinks, and product extensions. Bing’s new and near-future extensions would include app, image, callout, action link, and review extensions. These extensions will not only allow advertisers to track and gather more data than before, but will also offer new areas for optimization and attention-grabbing text, which is becoming more important for Bing; their audience has grown to more than 167 million unique monthly searchers.

Web Developer Zac Forsman talked about Google’s #NoHacked campaign (that seems to have to extended beyond Google’s #NoHacked Week) …

This week, Google announced on their Webmaster Central Blog that they have seen a 180% increase in the amount of sites being hacked in 2015 and a 300% increase in hacked site reconsideration requests. In an effort to better accommodate the increase in requests and help decrease the amount of hacked sites, Google explained three different strategies they have been focusing on to help in the hacked site recovery process.

  • Improving communication with the webmasters of hacked sites, including a “Note from your reviewer” feature, which provides customized answers to webmasters who are hoping to get help a little faster.
  • Improve tools to help webmasters troubleshoot basic hacks like the “Fetch and Render” feature, which lets you see what Google sees when it scrapes your website. This is particularly helpful if your hacker has used “cloaked content.”
  • Encouraging feedback and responding accordingly so that Google can understand what were the biggest challenges of being hacked and what Google can do to make the recovery process less painful.

So far, Google does seem to be listening better and acting more efficiently. They have reported that there has been a 29% decrease in the amount of time to recover a hacked site, and Google continues to ask for feedback on the recovery process.

SEO Copywriter Jared Townsend shared a new prediction about Google Alphabet’s attempt to hyperlocalize international markets…

A recent report from Forrester Research indicates that Google Alphabet will create more opportunities for localization. Search Engine Watch contributor Mike O’Brien examined how separating Google’s core offerings (search, advertising, maps, etc.) from its more experimental offerings is a unique solution to anti-trust issues. In O’Brien’s article, he explains, “This restructuring allows Google to adapt more easily to regional regulations, changing the way it does business in foreign markets.” Seeing as Google has been struggling in Chinese and European markets, this segmentation is set to meet international governments’ demands while simultaneously making the effort to better understand customers.