Get ready to unlock the secrets behind successful – and SAFE – advertising as we dive deep into the world of ads policy with a true industry expert.  Alejandro Borgia, Google’s Director of Product Management, Ads Safety, joins me on the SEJShow to decode ad policy, setting the record straight on common myths in the ads world, from captivating clicks to unwavering compliance. From debunking misconceptions to chatting about what’s next for ads, this episode is a must-listen for marketers, advertisers, and PPC enthusiasts alike.   [00:00] - About Alejandro. [01:46] - How Google approaches ad safety. [07:27] - Benefits of the Transparency Center. [09:23] - How will AI integration affect ad safety? [14:25] - How Google will defend the risks of generative AI in advertising. [19:21] - Misconception about ad safety. [22:21] - Top threats to Google’s safety work. [24:34] - The then and now of Google Ads.  [27:48] - What Alejandro is excited about.   For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.   Connect With Alejandro Borgia: Meet Alejandro Borgia, a standout authority in product management and marketing. At the helm of strategic initiatives at Google as the Director of Product Management, Alejandro is known for breaking new ground.  His proven track record extends to influential roles at cybersecurity giant Symantec and digital music pioneer Napster.  Known for his thoughtful approach and continuous contributions, Alejandro has a well-earned reputation for fostering innovation, promoting growth, and encouraging transformation in the tech industry.  Connect with Alejandro on LinkedIn: https://www.linkedin.com/in/alejandroborgia/   Connect with Amanda Zantal-Wiener, Editor-in-Chief at Search Engine Journal: Follow her on Twitter: https://twitter.com/Amanda_ZW Connect with her on LinkedIn: https://www.linkedin.com/in/amandazantalwiener/  

Googles Head of Ads Safety Talks Clicks and Compliance with Alejandro Borgia - EP 312

Welcome to The Search Engine Journal Show! This is the official podcast of Search Engine Journal. We talk all things SEO, PPC, social media, content marketing, and digital marketing with the top industry experts and authorities. Your host will be Loren Baker.

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Join us as we look at how your online reputation and local marketing strategies can drive revenue for your business, while avoiding pitfalls along the way. With guest Raj Nijjer of Edge, we’ll dive into the revenue impacts that your online reputation can have, and why this reputation building should be crucial in your planning. Join your host Loren Baker, as he and Raj discuss how to avoid wasteful strategies of local marketing and multi-location businesses, plus a couple tips on how a good reputation can help attract and retain top talent. [01:14] - Raj's Background and Journey to Edge. [02:44] - Edge's Concept of Employee-Driven Growth and Its Connection to Google Reviews. [10:34] - How Reviews Contribute to Local SEO. [11:27] - Customer-Facing End: In-Depth Reviews and Personalization. [13:24] - Standing Out in Cutthroat Competition: Franchises and Service Businesses. [14:37] - Motivating Employees and Transparent Recognition Through Reviews. [20:49] - Reputation Management and Injecting Employee Recognition. [45:06] - Employee Retention During Challenges Like The COVID-19 Pandemic. We encourage businesses to amplify positive reviews and learn from the negative reviews. - Raj Nijjer, 5:34 Now not only does the brand win and the business win, but employees can feel great or a person can feel great about the job that they've done. - Raj Nijjer, 9:21 Positive reviews are so important. There's one stat I read on your site…53% of customers won't go to a business rated under four stars. - Loren Baker, 15:21 I think the injection of motivating and recognizing your employees while they're doing this service is something that we're very proud of, because we can see which employees are doing really well. And then you can duplicate that. - Raj Nijjer, 21:44 Our goal is to marry the marketing with operational excellence. You want to hold people accountable, especially if you're rewarding them. - Raj Nijjer, 30:53 I think one thing COVID taught every business owner is employee retention and how hard it's been to find people and when a displacement happens, it really jeopardizes your business if you don't plan it well. So you want to keep your superstars, don't ever lose your superstars. - Raj Nijjer - 41:10 Resources Mentioned:  Edge  Connect With Raj Nijjer: Raj is Head of Marketing for Edge, an employee-driven growth platform for service brands. Previously, he was the CMO of Refersion (acquired), and held executive marketing roles at Yotpo and Yext (IPO in 2017). Raj also spent over nine years at Godaddy (IPO in 2015) in leadership roles launching innovative product lines with over ten patents issued and leading to a PE buyout and an IPO. Raj is also fractional CMO to early and mid-stage technology startups. Raj received his Bachelors of Science degree in International Management and his MBA from the W.P. Carey School of Business at Arizona State University. Connect on LinkedIn: https://www.linkedin.com/in/rajnijjer/  Follow him on Twitter: https://twitter.com/RajNijjer Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker 

Local Strategies - How Better Online Reputation Drives Revenue with Raj Nijjer - EP329

Join us as we explore how to prove that SEO matters to resistant stakeholders and C-suite executives, along with ways to combat the external noise affecting the outlook on SEO efforts.  Dan brings his experience as a leading SEO consultant for top companies to this exclusive interview. He and Loren navigate the complexities of the shifting SEO landscape, and how to set realistic expectations in your business.   They also dig into the potential risks and opportunities of AI in search, and what these drastic changes mean moving forward. I think oftentimes in a lot of organizations, everyone's time poor, everyone has their own set of KPIs and objectives moving towards that bigger goal, and oftentimes SEO is trickled through. - Dan Taylor, 1:53  I think through that communication system framework, however you want to go around it or phrase it, it's about getting that shared buy-in. - Dan Taylor, 8:24  We have people planning their budgets and their SEO plans already, but with a little bit of a turbulent economy, sometimes it's a little bit of a question mark. - Loren Baker, 1:18 [00:43] - Dan's background and expertise [01:53] - SEO planning and visibility tips. [03:18] - Recommendations for visibility in SEO. [04:14] - Managing expectations with AI. [07:02] - Addressing SEO performance comparisons. [08:24] - Effective communication for executive buy-in. [11:17] - Combatting SEO Misinterpretations. [15:52] - Personal Touch in Client Interactions. [26:48] - Adapting SEO to Rich Media in Search Results. [32:06] - Adaptations in the travel industry. It’s having sincerity and it's actually having a human touch. - Dan Taylor, 14:40 Essentially that kind of battleground which we previously had in search is sort of being lost. Now it's understanding what the impact of that's going to be, whether or not it's going to be a major impact, minor impact, or if the impact overall is going to be redistributive. - Dan Taylor, 18:19  It's about trying to bring in what unique modifiers we can into the actual product pages themselves...So how can we create a differentiator? It was this concept we had called champion products. - Dan Taylor, 21:03 Resources Mentioned:  Mirador Local  Connect with Dan Taylor: Dan Taylor is a recognized SEO professional, having worked with a number of companies in strategically helping them increase their organic market visibility and overcome technical challenges. Having consulted and worked with companies like Cloudflare, Proton, and China Southern Airlines, Dan has been featured in the leading SEO publications, as well as spoken at a number of SEO and marketing conferences in Europe, North America, the Middle East, and online. Connect on LinkedIn: https://www.linkedin.com/in/danielrwtaylor/ Follow him on Twitter: https://twitter.com/taylordanrw Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker  Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker 

Avoid The Noise: How To Prove That Your SEO Matters with Dan Taylor - EP328

In this must-listen episode, join us for a sit-down with John Brown from Google's Trust & Safety team. With his rich background in building ad networks and more, John offers exclusive insights into Google's efforts to educate publishers globally. Discover critical differences between publisher policies and demand restrictions, explore the evolving role of UGC, and learn about Google's initiatives to support publishers. As you navigate the complexities of policy compliance, you won't want to miss John's expert perspective, honed through years of leadership and mentorship in this realm. We don't want to misinform folks or trick folks or anything like that. We provide clear narratives around the policies, why do we create it? Where does it fit within the ecosystem? - John Brown 03:46 Really, it's the ease of use for the user because everything that's in the website, or mostly everything that's in the website without some editorializing, it is things that could be found elsewhere on external Google pages. - John Brown, 08:01 That was the number one concern going into this is not just to launch and then leave alone, but to launch and iterate and make sure it's fresh. - John Brown, 09:44 I learned early on at Google, traveling globally and speaking on stage globally, that different users across the world consume information differently. So we can't just have a help center with text and localize it and hope that people understand. - John Brown, 13:30 [00:00] - Introduction to John Brown, Google's Policy Transparency Lead. [01:57] - Significance of John Brown's role in ecosystem health. [02:45] - Overview of transparency.google's key features. [09:44] - Keeping transparency.google current in the digital landscape. [23:02] - Google’s Fair Policy Appeals process: Google highlights fairness and transparency in the policy appeal process. [37:28] - Google's dedication to a mission-driven nature of trust and safety teams. Resources Mentioned:    Google Transparency Center   Make sure you meet people who need the information, and give them the information that they want to consume in their format that they most prefer. - John Brown, 16:29 There's a dedication there. There's a mission that you probably don't find in other parts of organizations just because other teams, not just within Google, but elsewhere. It's quarter to quarter revenue, things like that, trust and safety. - John Brown, 37:28 Connect with John Brown: John is part of the Trust & Safety team at Google, and leads a team that is focused on educate publisher partners globally on policies, enforcement actions, and best practices to remain policy compliant.  Prior to Google, John built two Ad Networks, has served on two IAB working groups, managed qualitative data for over 90 ad networks, and has mentored dozens of startups through his Techstars accelerator affiliation. Connect on LinkedIn: https://www.linkedin.com/in/jbrown74/   Connect with Amanda Zantal-Wiener: Follow her on Twitter: https://twitter.com/Amanda_ZW  Connect with her on LinkedIn: https://www.linkedin.com/in/amandazantalwiener/

Navigating Publisher Policies: Insights from Google's Trust & Safety Expert with John Brown - Special Episode

 We're diving into insights from over 16,000 ecommerce businesses, showing the trends that shaped PPC advertising in 2023, and how to use them to move forward into 2024.     In this insightful interview with Jacques van der Wilt, he and Loren examine highlights from DataFeedWatch's powerful Multichannel Marketing Report. They take a look at which PPC strategies stood out the most and which channels provided the best return, along with big changes coming next year.     Using these insights, they also explore the most common challenges in ecommerce PPC campaigns, and what leading brands are doing to succeed right now.     We looked into the feeds of 15 to 20,000 online stores in all of those countries, and that means that's such an incredible volume that what we see basically is an almost exact picture of what is happening in ecommerce advertising. - Jacques van der Wilt, 2:20     Obviously Google is still the largest channel. Almost every retailer is using that. However, we can see that social is beginning to eat their lunch. - Jacques van der Wilt, 6:06     I think Amazon has a big influence on everything. They're probably market leader in ecommerce, so their impact must have been big. Yet I think that it's not primarily driven by Amazon. - Jacques van der Wilt, 11:59     [0:00] About Jacques van der Wilt  [2:11] DataFeedWatch's Multichannel Marketing Report  [6:06] Marketing channel trends  [9:14] Growth of TikTok  [13:42] The 3 largest barriers to PPC growth in 2024  [16:58] Other challenges retailers are facing  [21:40] Best tactics for PPC practioners to use in 2024  [25:02] Challenges for retailers with large inventories     Resources Mentioned:    Multichannel Marketing Report 2023: https://www.datafeedwatch.com/multichannel-marketing-report     DataFeedWatch homepage:  https://www.datafeedwatch.com/    Creating or modifying images with AI is super easy. Imagine you're unhappy with your images as a retailer, but you have images for 10,000 products. It's horrible. So you can do that much quicker. It's a big time saver. - Jacques van der Wilt, 16:02 Connect with Jacques van der Wilt:  Jacques is a shopping feeds industry leader, start-up mentor, and entrepreneur. He's the founder of DataFeedWatch (acquired by Cart.com in 2022): a leading global feed management and optimization company that helps online merchants optimize their product listings on more than 2000 shopping channels in over 60 countries. Before founding DataFeedWatch, Jacques held leadership positions in the US and Europe. He is also a seasoned guest speaker at industry events and a mentor at Startup Bootcamp. Connect on LinkedIn: https://www.linkedin.com/in/vanderwilt/ Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker  Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker  

PPC Strategies For 2024: Insights From Over 16,000 Businesses with Jacques van der Wilt - Sponsor Spotlight

In an increasingly difficult economy, do you know how to prove the value of your SEO and remain efficient, while maintaining the SEO budgets you need to succeed? Will Critchlow, CEO of SearchPilot, joins me on the SEJShow to examine actionable strategies to doing more with less and maintaining the freedom to test, all while proving the positive impacts of your SEO work.  Using insights from marketing leaders, SEO specialists, and senior executives, you’ll hear Will and Loren break down the skills you need to keep your CFO happy while driving efficiency. If you’ve found yourself having to defend your budget, pitch harder than ever, and work more to prove your results, then you won’t want to miss this episode. There's more pressure on ROI calculations, there's more scrutiny on all of those decisions. SEOs are often shy of taking on targets, quotas, goals and so forth. But even forecasting is something that I think the industry is too naive about. –Will Critchlow, 06:04 Big companies are spending tons of money on this stuff. The fact that you are out there asking for a quarter of a million dollars, half a million dollars, whatever it might be, that's actually totally achievable. –Will Critchlow, 09:38  Speaking of the funnel, we all know that SEO is not a direct response marketing technique. It's not search keyword, find site buy done. There's all kinds of touch points throughout the funnel, multi-touch attribution, which is massive. –Loren Baker, 16:16  [00:00] - Will's background and expertise.[08:44] - Integration challenges in long-term planning.[12:30] - The importance of planning when dealing with CFOs.[13:18] - Tracking multiple attribution points.[16:16] - Google algorithm updates and their impact on forecasting.[21:05] - Forecasting challenges influenced by various factors.[23:32] - Beta testing's effects on search results.[26:41] - The evolving impact of AI-powered tools on search queries.[29:28] - Strategies for SEO teams to improve forecasting. Resources Mentioned:   SearchPilot www.searchpilot.com  Intro to SEO testing [PDF] Get on the email list to get new SEO test results in your inbox   SEO as a product discipline is something that we are seeing. And what that often means is squads of product managers, engineers, designers, all aligned to that objective. –Will Critchlow, 13:18  I think almost every SEO is testing beta testing, Google, SGE, and we have in our heads that when that query is done, everything's going to be pushed down. There's going to be an article, there's going to be this, there's going to be that, but we tend to forget that we're the ones beta testing it, right? –Loren Baker, 23:07 And so the other reason that I'm bullish on there being organic links is I think there have to be ad links because I don't think Google is going to turn off 98% of their revenue overnight. And I think they're not going to go with only ad links because I think that's a degraded user experience. So I think there's going to be a combination of advertising links and organic links, and our job is to win the organic just as it always has been. –Will Critchlow, 27:37  Connect with Will Critchlow: Will Critchlow is the founder and CEO of SearchPilot, a company dedicated to simplifying and improving SEO testing processes for large websites. He co-founded the SEO agency Distilled in 2005 and played a key role in expanding its services and the SearchLove conference series to the US, establishing offices in Seattle and New York.  In February 2020, he spun out SearchPilot as an independent business while Distilled was acquired by Brainlabs. Will is recognized for his expertise in SEO and digital marketing and often shares his insights through various platforms. Connect on LinkedIn: https://www.linkedin.com/in/willcritchlow/   Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker  Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker 

Googles Head of Ads Safety Talks Clicks and Compliance with Alejandro Borgia - EP 312

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