This podcast discusses Performance Max search themes, changes to core web vitals, and the shift to multi-channel marketing strategies. They also explore the decline of multiple channels in audience engagement and the importance of content that showcases expert opinion and builds trust. Additionally, they discuss the relationship between user experience and search rankings, as well as the need for testing new strategies and benchmarking skills.
Fact-checking and caution are necessary when using AI tools in digital marketing.
Creating high-quality and authentic content that demonstrates expertise and value is crucial for building trust and engagement in digital marketing.
Deep dives
Digital Marketing News
In this episode, the hosts discuss various digital marketing news. While preparing for the podcast, they stumbled upon a story about Apple Male Priority Protection, which turned out to be non-existent. This highlights the need for fact-checking and being cautious when using AI tools. They also mention a decline in the use of multiple channels for reaching audiences. They attribute this to improved data measurement and accountability in digital marketing, where businesses focus on the channels that drive results and contribute to the bottom line. However, they also caution against relying too heavily on a few channels, as it can increase the risk in case of any changes or limitations. The hosts emphasize the importance of measurement, expertise, and trustworthiness in marketing content, using "show me, don't tell me" approach and leveraging existing customers to create impactful social media content. They also touch upon core web vitals as a metric for improving user experience for better search rankings and highlight the importance of benchmarking digital marketing skills to bridge the gap between confidence and reality.
Effect of Non-Premium Content on Advertising Perception
According to research, consumers are five times more likely to view advertising within non-premium content as low quality. This implies that the content surrounding an ad can influence how the audience perceives the advertised product or service. The hosts discuss the implications of this finding, particularly in the context of AI-generated content and the vast amount of lackluster content being produced. They emphasize the need for marketers to focus on creating high-quality and authentic content that demonstrates expertise and value, rather than relying on AI-generated content that may lack depth and personal touch. They also encourage leveraging existing customers and showcasing real-life experiences to build trust and engagement.
Core Web Vitals and SEO
The hosts delve into the topic of core web vitals, a set of metrics that assess user experience and page performance. While these metrics may not have a direct impact on search rankings, they are indicators of better user experience. They explain the importance of responsive, fast-loading web pages and the ongoing changes in metrics like LCP (largest contentful paint), FID (first input delay), and CLS (cumulative layout shift). They also highlight the introduction of the interaction to next paint (INP) metric and how it will eventually replace FID. The hosts caution against blindly obsessing over these metrics for ranking improvements, but stress their significance in creating a positive user experience.
Benchmarking Digital Marketing Skills
The hosts bring attention to the newly released edition of the Digital Marketing Skills Benchmark report and highlight the importance of benchmarking skills in the industry. They discuss the gap between skills and confidence, urging individuals and teams to assess their own skills honestly. They introduce a free automated benchmarking tool on their website, encouraging listeners to benchmark themselves and their teams. The hosts emphasize the need to stay updated with digital marketing trends and share resources, inviting listeners to reach out and suggest topics for future episodes.
There's always news in the world of digital marketing... and today is no different. In this episode of the Digital Marketing Podcast we explore Performance Max search themes and how they can be leveraged for max performance in your campaigns. We also discuss the latest changes to core web vitals and how this will impact your website's performance metrics, as well as the shift in multi-channel marketing strategies. ---- Show notes: Have feedback on the show? We really would love to hear from you. , tell us what you love and what you think could be better. And, if you are really enjoying the show, please
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