Google's New Ad Strength Indicator

Google is giving advertisers a new tool to predict how their ads will perform before they start running.

The new ad strength indicator evaluates responsive and display ads, then rates them on a scale from “Poor” to “Excellent”.

The tool also gives specific tips on how you can improve your ads to improve their rating and improve performance.

When evaluating ads, the tool assesses a number of factors including relevance, quantity, and diversity of ad copy.

To help prepare for the rollout of the tool, Google provided a few bits of guidance:

  • For responsive search ads: Provide as many headlines and descriptions as makes sense for your business. At least five headlines are recommended.
  • For responsive display ads: Provide up to 15 images and five logos, headlines, and descriptions per ad.

The tool will roll out in stages and will likely take until early next year to be fully available.

First, the ad strength indicator will begin appearing when constructing responsive search ads within the next few weeks. Then, in early September the tool will be given its own column in the Google Ads interface. Finally, the ad strength indicator will be brought to responsive display ads in “several months.”

Along with the announcement of the ad strength indicator, Google also rolled out a number of several updates to responsive search ads.

The biggest change is that advertisers can now preview ad combinations as you are building them, letting you see several possible combinations while you work. This can help shape your ads to ensure ads will always be relevant and readable.

Google is also providing more information about responsive search ads in search reports, including data for headlines, descriptions, and top combinations.

These changes to responsive search ads are already rolled out and available to all advertisers.

Google Veterans

Google is releasing a new label for Google My Business listings highlighting when a business is owned or led by a veteran.

Sean O’Keefe, data scientist at Google and a former Staff Sergeant in the US Army announced the new attribute this week while also highlighting the millions of American businesses that are owned by veterans.

“More than 2.5 million businesses in the U.S. are majority-owned by veterans, and one way that I stay connected to the veteran community is by supporting those veteran-owned businesses. It’s something I can do all throughout my day, whether I’m grabbing a coffee or recommending a local restaurant to a friend.”

The tag is easily enabled and will highlight veteran-owned businesses in both Google Search listings and map results.

The label is similar in appearance and function to other attributes like “Has Wifi” or “Outdoor Seating.”

Currently, there is no verification process. All a veteran business owner has to do is follow a couple steps to enable the “Veteran-led” attribute for their own listing:

  • Sign into your Google My Business account
  • Select the location you are managing
  • Select “Info” from the menu
  • Find the “Attributes” section and select the Pencil icon
  • Search or select the “Veteran-led” attribute
  • Select “Apply”.

The new attribute is just one of many steps Google is taking to provide support for veterans, including curating search results for veterans looking for jobs and encouraging IT training. You can find out more about the initiative here.

Google is testing making Posts from Google My Business listings more prominent in search engines, with a unique tab that can appear directly within local search results.

The tab will appear when you either search for a specific business or keyword that includes businesses that have created Google Posts.

As many smaller businesses with Google My Business have yet to take advantage of Google Posts, the new tab gives those who are sharing Posts a spotlight to shine with engaging content and high-quality images.

Likewise, I expect Google is hoping for the inclusion of Posts within the search results will boost the number of listings who are creating and sharing posts through GMB.

The feature is obviously in early testing as some have noticed changes to how the Posts can appear within the tab.

While Matt Southern from Search Engine Journal was able to view two separate carousels (one horizontal and one vertical) of images when viewing the Post tab, others (including myself) are only being shown a single vertical feed of Posts.

The tab is also currently limited to mobile searches and does not show up on desktop versions of Google.

Many think that B2B marketing requires a completely different approach than marketing from a business directly to consumers. There is the belief that they B2B audiences don’t use social media or Google the same way that other audiences do and that you have to use a more “old-school” approach.

However, a new survey from Clutch shows that B2B audiences are just as, if not more likely, to use search engines and social media to find business information as other demographics.

The survey of 384 consumers of online business content found that 87% frequently find business content using search engines, 85% use social media to find business content, and 75% encounter content most frequently on company websites.

The findings show that it is more important than ever for B2B-focused companies to modernize their marketing techniques and connect with clients through popular platforms like Google and Facebook.

As part of ensuring they are working with only the most reliable businesses, B2B customers extensively research the companies and products they need online as part of their purchasing process.

They also widely use the internet to keep up-to-date with the latest trends and news in their industry, providing ample opportunities for businesses to advertise and market themselves in their niche.

According to the survey, nearly half of B2B audiences primarily read business content online to stay aware of the latest happenings in their industry. The second most common reason was to inform their purchasing decisions.

The big takeaway here is that B2B marketing shouldn’t be stuck in the past. Purchasers are incorporating modern sources of business content and doing an increasing amount of their business purchasing online. Unless, you’re making your brand a part of those online conversations and research, you’re missing a chance to bring in customers looking for the products and services you offer.

Facebook advertising

Facebook is launching new advertising restrictions on who can promote on their platform to protect users from questionable brands or business practices.

The company announced it will no longer allow for bail bond services to promote their businesses on the social network. Additionally, addiction treatment centers will only be allowed to advertise if they have been approved by LegitScript, a third-party verification service.

The new restrictions apply across Facebook’s entire advertising platform, including on the Facebook Audience Network and Instagram.

“Addiction treatment centers that advertise to people in the US on Facebook will now be required to have certification from LegitScript, which will review their background, qualifications, compliance with state legal and regulatory licensing requirements and privacy practices,” Facebook writes on its Business blog.

Once addiction treatment centers have been verified, they will also need to complete Facebook’s Addition Treatment Centers Onboard Request before being allowed to start running advertisements.

Facebook says it made the decision based on feedback from industry and policy experts, as well as advocates in the respective industries.

“We consulted a wide range of policy experts, advocates and community organizations working in criminal justice to ensure we’re taking the right approach,” explains Facebook about the decision to remove bail bond services advertisements.

Both industries are notorious online for fraudulent or misleading advertising, which has led other big companies like Google to also clamp down on their abilities to advertise across their platforms. Last year, Google introduced similar restrictions on addiction treatment centers to ensure users are only directed to trusted treatment centers.

“We found a number of misleading experiences among rehabilitation treatment centers that led to our decision, in consultation with experts, to restrict ads in this category,” a Google spokesperson told Search Engine Land at the time.

Google My Business is adding new Insights showing how Posts from businesses are doing. This means you can now monitor your Posts and see what type of content works best for the unique placement.

For those unfamiliar, Posts are a feature of Google My Business which allow businesses to create social media-like content and highlight it within their GMB listing. As posts only last for 7 days, they are a great place for letting customers know about special short-term promotions and sales.

The new Insights for GMB Posts were announced by a GMB Community Manager who said:

“We’re excited to announce that we’re launching a new summary view of your Post Insights! Post Insights help you better understand how your posts perform with potential customers.”

The Insights are available within the Posts tab on the GMB dashboard and provide details for individuals posts or all posts from the last week or month.

Post Insights include data on the number of views and clicks you’ve received, as well as how those metrics have changed time.

It should be noted, however, that GMB will not show any percent change in the summary if any of the following issues exist:

  • Your posts received 0 views.
  • You haven’t made any posts.
  • Your percentage change is over 99.99%.

The new Google My Business Post Insights are available to everyone with a GMB listing on a desktop browser or through the mobile version of the website. It has not been rolled out to the GMB yet, though.

For years, Facebook has made it easy to integrate your other social media accounts from across the web, by allowing users to cross-post content from one platform onto Facebook. For instance, Twitter users were able to share their Tweets on Facebook without ever leaving Twitter’s platform.

That all changed last week, however, when Facebook officially deprecated its Publish actions permissions from its API, effectively making it impossible for other social networks to include built-in cross-posting.

According to Facebook, this move affects approximately 60,000 apps – including some big hitters like Twitter.

Twitter’s support team confirmed the change, though they explain there are still other ways to share Tweets across the web:

Facebook announced it would be deprecating Publish action permissions back in April, saying a few categories of apps with long product life cycles would be given extra time to update their software.

Facebook confirmed to Marketing Land’s Amy Gesenhues it had rolled out the change last week. The company also stated Facebook users could still share content using Facebook’s Share dialogs.

Essentially, this boils down to Facebook staking its territory and trying to keep users within its platform as much as possible. Unfortunately, that means users and businesses who had been using Twitter’s integration to share content on both platforms at the same time will now have to go through more tedious methods.

At the same time Facebook removed the ability to automatically publish content to the site, the company says it also removed access to its API platform for hundreds of thousands of inactive apps. Both actions are part of a recent effort from Facebook to clean up its app landscape after recent controversies of what user information apps were able to access.