What Does Google Have Planned for 2021?

Look to the Future

What does Google have planned for Google Ads and marketing in 2021?

You will be amazed…

Here are some of the important nuggets from the recent Google Livestream.

Insights Page
A new page in the Google Ads Control Panel helps you to know what is trending in the very near future. For one client who sells scientific equipment Google surfaced that after July 11th lab glassware and centrifuges would have increased activity. We set up a centrifuge campaign to leverage that information into sales for this client. We’ll be looking for ways for each of our clients to leverage this information that Google is revealing for the first time in advertiser accounts as part of their new transparency into trends they see coming.

Performance Max
This is a new campaign type that maximizes performance across all Google inventory. It offers rich insights into automation. It is currently in beta but due to roll out late 2021. It features advanced automation. Testers so far have had significantly improved lead performance. We’ll let you know when we see it and test it in client accounts.

Privacy Changes
This year the use of 3rd party cookies will be stopped. Google has decided to embrace an ad serving model that protect privacy and offers choice. Thanks to Apple and the GDPR we will see broad and striking changes this year in regard to an individual’s privacy and how ads will be served. This is a significant change.

Google has given significant advice to Google Partners on how to help customers move into this privacy first world and yet still achieve great results with targeted advertising. We will do a separate blog post on these recommendations and contact all our clients to offer assistance to help them embrace these new changes.

Future of Measurement
Without 3rd party cookies on which Google Analytics is based, measurement will now be based on 1st party data, sitewide tagging, and then fill in the gaps with modeling.

The Google Tag Manager now has additional features enabled called consent mode that recovers 70% of the customer journey. New capabilities will be rolled out this year as well.

Google Analytics will now offer more insights for the complete customer journey in a privacy safe method. The new advertiser experience in Analytics will provide deeper insights into website traffic and ad performance. Attribution models will now include YouTube and Display.

Automation
The key take away is that automation provides performance, opportunity, and control. Google is recommending the use of responsive search ads with broad match keywords, and smart bidding to boost leads by nearly 20%. Excellent rated ad text plus 4 extensions appearsto be the winning combination. for success.

The key for account management is to steer these automation tools, improve account automation, and leverage insights.

eCommerce
The future looks bright for ecommerce with a new and significant relationship between Shopify, Shop Pay, and Google. Success appears to be tied to curated, immersive experiences on your website with easy integration of Shopify stores into the Google Shopping platform and the Merchant Center.

Google is introducing a Deals tab on Google.com to help highlight your promotions. New also is Google’s integration with your Loyalty Program.

Conclusion
We don’t have details on a number of these new features and enhancements, but they are coming and they are exciting.

For more information about who we are and what we do, as Google Partners, we invite you to visit our website and dig deeper into how we can help you improve your online visibility and improve your marketing’s value to growing your business.

Virginia Consumer Data Protection Act (CDPA)

July 1, 2023 is the sunset date for UA or Universal Analytics.

Second in the nation behind California to enact online privacy regulation, Virginia’s new law takes effect on January 1, 2023.

Similar to the law in California that is again similar in itself to the more stringent privacy regulations in the European Union, Virginia has new privacy rules now too.

What does this mean for US and Virginia-based businesses and those selling in Virginia?

First and foremost, if you do not have cookie notifications on your website, now is the time to implement this scripting. There are many online services that provide the scripts to meet the European Unions’ strict rules and can be used to meet both California and Virginia’s regulations. We use cookie-script.com for our privacy adherence needs.

For Virginia businesses and those that do business in Virginia, here’s what you need to know about this recently passed act.

First you must be in compliance by January 1, 2023.

“Virginia’s legislation has a carve-out for information collected in the employment context, whereas California’s law applies to some employment data.” Read the full article.

The CDPA applies to the following business types:

• Those that control or process the personal data of at least 100,000 consumers.

• Those that process the personal data of at least 25,000 consumers and derive more than 50 percent of their gross revenue from selling personal data.

Make sure to check this article for a number of exemptions. Virginia has made its law less stringent than California’s privacy law, but make sure you know what is covered and not covered.

What Are Your Rights in this New Law?

“Virginia’s law was modeled after California’s laws and the European Union General Data Protection Regulation. Virginia’s law provides expansive consumer privacy rights, such as the right to access, right of rectification, right to delete, right to opt out, right of portability and right against automatic decision-making. The act includes a broad definition of “personal information,” a “sensitive data” category, and data-protection assessment requirements for businesses that control the data.”

“Consumers don’t have the right to bring a private lawsuit for violations of the act. Instead, the Virginia attorney general’s office will enforce the law. Entities will have the opportunity to cure violations or face a fine of $7,500 per violation.” Read more.

Most people expect other states to follow with restrictions similar to Virginia’s or California’s.

Our Recommendation

With privacy being in the forefront of everyone’s mind right now, it is time to look at adding a privacy statement and cookie setting acknowledgement script on your website.

When the EU rolled out it’s privacy regulation several years ago, many businesses opted to not update their site for cookie approval as they felt they were exempt (erroneously) by not selling services or products in the European Union. Now with expansion of similar regulations to California and Virginia, it is time to implement technology to be in compliance this year and at the minimum by December 31, 2022.

 

 

Meta Title Tag Character Count Change

What to Know About the Meta Title Tag

Actually this is pretty big news! It used to be that the meta title tag needed to be crafted to be 80 characters long. Google was only showing 50 to 60 characters in the search results.

“Gary Illyes from Google said in last night’s Google Central Live event that there is a benefit, I assume an SEO benefit, to having title tags longer than what is displayed in the search. He later added that you should keep the title tag “precise” to the topic of the page and do not worry how long it is or if it is too long.” Full article.

We recommend crafting your meta title tag to be indicative of the page, precise, but no longer worry about the character count. That does not mean that you should have a paragraph of content, but can definitely go beyond 50 and even 80 characters in length.

What to Know About Core Web Vitals

Get Your Advertising on Target

Be on target for the 2021 Google algorithm changes that reflect your core web vital score as found in the Google Search Console. In May 2020, Google announced that the index in 2021 would rank sites based on their approval scores of three important metrics.

The Metrics

LCP

Largest Contentful Paint – how long it takes the largest item in the viewport (screen to show). A measure of page speed. Shoot for 2.5 seconds.

FID

First Input Delay – how long it takes the site to respond to a user interaction. Shoot for less than 100 milliseconds.

CLS

Cumulative Layout Shift – visual stability. Does the page jump around when the user scrolls. Shoot for less than 0.1.

Read the full article here for a deeper understanding of these terms.

Google has also stated that the metrics should be in the “green zone” to earn special placement in the index, and that all metrics need to be green lighted for best performance.

What I have found is that although the developer’s Google pagespeed insights tool helps you to ID if you have a problem, solving where and what to update is a challenge.

It appears that developer extensions in the Chrome browser may be of help in identifying where the problems exist. As I uncover more details, I will share them here, but for now know that this algorithm update is coming and you may need assistance in fixing some site issues to see if you can “green-light” your website.

Other important updates this week:

It appears that there was a Google search algorithm update on or around February 17th.

Virginia is closer to creating privacy legislation that is similar but not exactly like the California privacy law that itself is similar to that used in the EU.

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