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Thanks to streaming your audience listens to more music and podcasts than ever before. Data from 2017 reveals that users tune in for an average of 33 hours a week in the U.S. alone, and the momentum shows no signs of slowing. Little wonder that audio programmatic--the business benefits and the best ways to buy it--lead the list of hot advertising and marketing trends in 2019. Where is the growth? Who are the players? How can you measure effectiveness? These are just a few of the questions our host Peggy Anne Salz discusses with Jeffrey Mayer, Head of Programmatic at SoundCloud, the world’s largest audio platform and one that has seen an incredible surge in programmatic audio budgets in 2018. Jeffrey discusses the market drivers and updates us on progress following the decision to enter into an ad sales partnership with Pandora--a move that will create the largest ad-supported audio marketplace in the U.S. with an unduplicated audience of more than 100 million users. He also talks about how marketers can make effective audio ads (which are much cheaper than video ads, by the way) and tackle challenges around audience measurement and segmentation.

Google speaks to its potential use of click through rate in its organic algorithms, how to properly optimize for paginated content, how it handles your money or your life searches, and more. Ross and John announce the new SEO community group on Facebook - it’s new home now that the Google Plus community is close to shutting down. The new community URL is https://www.facebook.com/groups/seo101podcast/

Google has finally sent us an official statement about our question if Google use click through rate for rankings. Sadly the statement will lead to even more confusion and debate. After the debate around CTR rekindled last week, we asked Google for a statement from their PR team we can share around click-through rate. In short, various Googlers have told us over the years that CTR data is not used within Google’s ranking algorithm. Goodbye property sets and hello domain properties, a new automated way to aggregate your whole site's data into one Google Search Console view. Google announced it has launched “domain properties,” a feature that lets you see data from a whole domain in one view within Google Search Console. This can consolidate your http, https, www, non-www, m-dot, etc into a single property to get an aggregate view of your site’s performance and errors/warnings in a single Google Search Console property.

David Szetela talks about the Microsoft Audience Network with Frances Donegan-Ryan - Bing Ads Global Communications Manager and Learning Strategist - Client Experience Design & Delivery - Bing Ads at Microsoft.

The Microsoft Audience Network combines powerful artificial intelligence and the Microsoft Graph digital marketing platforms to find your target audience.

Built on the Bing Ads platform, the goal of the Microsoft Audience Network is to make it easier for advertisers to profile the interests of their customers, Microsoft says. As part of that effort, the platform combines the AI with information from LinkedIn, Bing, and other Microsoft services, to improve targeting.

In this episode of PressThis we cover how brands are shifting the places that their visitors enter the website using content-driven SEO. This sweet organic traffic now comes to content-oriented pages, often on blogs. But brands often forget that their articles are no longer just content pages, they're now LANDING PAGES!

Brian Massey of Conversion Sciences shares his advice on how to turn a content page -- article or blog post -- into a content landing page that turns organic visitors into leads and customers.

If you build it, they will come, but will they buy?!?! Listen to this episode of PressThis to supercharge your content strategy to actually drive growth for your brand or customers.

https://conversionsciences.com/lead-generation-solutions/

Gillian and Anne chat with Seattle investor Dave Parker, founder of ‘6 Month Startup -- Ideation to Revenue’. Dave breaks down the three components of a startup in to creating value with your product or service, delivering value to customers, and capturing value, i.e. profits for your company. In this interview he talks about the third, capturing value by describing a dozen-plus of

common ways to make money with your product or service, including four to avoid. Listen in for a fresh helping of clarity on finding the right revenue path for your startup.

Google’s Gary Illyes was kind enough to submit to an Ask Me Anything (AMA) on Reddit recently. John and Ross review the many SEO questions and answers for listeners while providing their own thoughts.

The meteoric rise of mobile ad fraud is enough to make any app marketer anxious. But they don’t have to be victims if they know what to look for and the actions to take.  Our host Peggy Anne Salz from MobileGroove catches up with Andreas Naumann, Head of Fraud at Adjust, the industry leader in mobile measurement and fraud prevention, for an entertaining and empowering discussion about the types of ad fraud and the signals that should prompt action. Andreas, a Mobile Hero recognized by Liftoff for his accomplishments and advocacy of an informed and balanced approach to fraud prevention, challenges popular myths and preconceived notions around tools and techniques, such as blacklisting and benchmarks, and zeroes in on what app marketers can do to disincentivize fraud. He also updates us on the progress of the Coalition Against Ad Fraud (CAAF),  a group of industry leading players in the advertising ecosystem, including major attribution vendors and ad networks, that have pledged to tackle mobile ad fraud.

For those of us looking for an edge when optimizing digital experiences for growth, personalization is an attractive strategy. Who doesn't want a website or mobile experience that recognizes an individual and serves them the best content and tools that are specific to that person's needs? It all sounds incredible, but the cost to create and maintain personalized experiences can be quite high. Is personalization worth the trouble?

In this episode of PressThis, we interview 10up's Phil Crumm about the evolution of personalization, how brands use personalization today, the business case for personalization (when it does / doesn't make sense), and how personalization will evolve in the future. You'll learn keen insights into the strategies you can use to delight customers and optimize for growth.

In the end, each brand must choose if personalization is the right strategy, but we hope you'll get a little help in finding your direction on your personalization strategy on this episode of PressThis. Listen now!

Google webmaster trends analyst Gary Illyes, who has been with Google for over eight years working exclusively on search-related topics, participated in an AMA (ask me anything) on Reddit over the weekend. Over the course of the lengthy discussion thread, he covered everything from robots.txt to RankBrain to behavioral signals to image and video search. We’ll save you the trouble of sifting through it all by sharing all the important stuff here. One day after Google said it would be consolidating the data within the Google Search Console’s performance report to the canonical URL, the company decided to start the preview of the consolidated data view on Thursday, a month or so earlier than they planned. Represented as a percentage, click share is an indication of how many clicks your ads received out of the total number of times Google estimates your ads could been clicked. It helps show how effectively your ads are engaging users compared to the competition. Impression share, on the other hand, shows how effective you’ve been at getting your ads shown to users.