bbc
gadgets to use
geeky gadgets
gizmodo
jalopnik
jezebel
kotaku
lifehacker
ny times
pocket lint
readwrite
tech republic
tech world
techcrunch
technology
the inventory
the next web
venture beat
wired
count
sauces
help
I'm confused... What am I doing here?

Choose which sources you wish to remain and you're all set. Use the buttons to turn sources on and off.

What do the different colours mean?

Depending on if any articles/links are visible on the page there are 4 modes to show the state of your chosen sources.

on / visible on page

off / visible on page

on / not visible on page

off / not visible on page

The startup market is taking on more and more risk - techcrunch

The startup market is taking on more and more risk

Welcome back to The TechCrunch Exchange, a weekly startups-and-markets newsletter for your weekend enjoyment.
techcrunch - 1 hour ago
Paris asks scooter sharing services to restrict speed to 10km/h - techcrunch

Paris asks scooter sharing services to restrict speed to 10km/h

Riding a scooter in Paris will soon feel incredibly… slow. The City of Paris has announced that scooter sharing services should restrict the maximum top speed to 10km/h (that’s 6.2mph). That decision comes following a number of pedestrian injuries that involved a scooter. Paris has been an important market for scooter sharing companies. It’s a […]
techcrunch - 1 day ago
Apple’s mixed reality headset may be a standalone device - techcrunch

Apple’s mixed reality headset may be a standalone device

Apple's long-rumored mixed reality headset will be powered by two processors, according to renowned analyst Ming-Chi Kuo. In Kuo's latest research report, and won't need to be tethered to an iPhone.
techcrunch - 1 day ago
Italy fines Apple and Google for ‘aggressive’ data practices - techcrunch

Italy fines Apple and Google for ‘aggressive’ data practices

Apple and Google have been fined €10 million apiece by Italy’s competition and market authority (AGCM) which has found they did not provide their users with clear enough information on commercial uses of their data — in violation of the country’s consumer code. The regulator also accuses the pair of deploying “aggressive” practices to push […]
techcrunch - 1 day ago
Our Black Friday discounts end soon — grab your $20 pass to TC Sessions: Space - techcrunch

Our Black Friday discounts end soon — grab your $20 pass to TC Sessions: Space

If you celebrated the American Thanksgiving yesterday, you’re probably stuffed to the gills and barely able to move. Good news, though. It takes only a few clicks — no cardio required — to score a $20 pass to TC Sessions: Space 2021 before our Black Friday sale ends Sunday, November 28 at 11:59 pm (PT). […]
techcrunch - 1 day ago
IoT data collector Samsara’s IPO will be fun to watch - techcrunch

IoT data collector Samsara’s IPO will be fun to watch

Samsara would have to command a revenue multiple of just under 12x to meet its final private price. Will it manage that? Er, yes. Yes, it will.
techcrunch - 1 day ago
Jefa raises $2 million for its challenger bank for women in LATAM - techcrunch

Jefa raises $2 million for its challenger bank for women in LATAM

Fintech startup Jefa has raised a $2 million seed round to build a challenger bank with a product specifically designed for women living in Latin America and the Caribbean. The company has managed to attract 115,000 women on its waitlist and participated in TechCrunch’s Startup Battlefield last year. Investors in Jefa include The Venture Collective, […]
techcrunch - 1 day ago
Germany’s incoming government wants to end coal use by 2030 - techcrunch

Germany’s incoming government wants to end coal use by 2030

Germany plans to phase out coal by 2030, eight years earlier than previously planned, as part of its latest climate pledge. That same year, it wants 80% of its electricity sourced from renewables.
techcrunch - 1 day ago
PPC Affects After BERT Update; Impact on Promoters - readwrite

PPC Affects After BERT Update; Impact on Promoters

Google makes constant updates to the algorithms every year for increasing relevance in the SERP. As an online marketer, you are already aware of this fact. So far, BERT has been one of the most significant algorithm updates rolled out by Google and is considered the most significant change since the search engine giant released […] The post PPC Affects After BERT Update; Impact on Promoters appeared first on ReadWrite.
readwrite - 2 days ago
Vauban, an AngelList-like platform for VCs and angels to run and raise funds, closes $6.3m - techcrunch

Vauban, an AngelList-like platform for VCs and angels to run and raise funds, closes $6.3m

It’s always been a slight puzzle why AngelList never really properly took off in Europe, especially when, a few years ago, there was such a dearth of funding options for poorly served European startups. But the reasons are fairly simple when you look at them. For starters, the US tech industry boomed in the last […]
techcrunch - 2 days ago
Astroscale raises $109M for its on-orbit services technology - techcrunch

Astroscale raises $109M for its on-orbit services technology

Japanese space startup Astroscale has raised $109 million in a new Series F round of financing, brining the company’s total funding raised to date to $300 million. The company specializes in on-orbit servicing technology, designed to help reduce the amount of debris that exists in operating orbital altitudes, and also to extend the life of […]
techcrunch - 2 days ago
Perfeggt brings in first capital to shell out plant-based egg alternative - techcrunch

Perfeggt brings in first capital to shell out plant-based egg alternative

Worldwide, over 1.3 trillion eggs are produced annually, and Perfeggt co-founders believe this market is largely untapped and has room to grow with plant-based alternatives.
techcrunch - 2 days ago
Pyxo wants to build the biggest network of reusable food containers - techcrunch

Pyxo wants to build the biggest network of reusable food containers

Meet Pyxo, a French startup that has been thinking a lot about single-use plastic food packaging for the past three years. The company wants to offer a service that makes it as easy and as cost-efficient to use reusable food storage containers at scale. The idea behind Pyxo comes from a fair at the Tuileries […]
techcrunch - 2 days ago
Pet video marketplace Camlist eyes UK growth after raising $1.3 million pre-seed funding - techcrunch

Pet video marketplace Camlist eyes UK growth after raising $1.3 million pre-seed funding

Camlist, a video marketplace for pets, has raised $1.3 million in a pre-seed round, funding that the startup plans to use to develop its platform and grow its workforce — as it looks to expand its reach in the UK, its second market (after the U.A.E.), which it entered earlier this year. Unlike other marketplaces, […]
techcrunch - 2 days ago
Ant is changing how consumers borrow money from its app - techcrunch

Ant is changing how consumers borrow money from its app

In December 2020, Beijing laid out a guideline for Ant Group to “rectify” its business after calling off its IPO, which could have been the largest initial public offering in history. In the plan, regulators asked Ant to revamp its credit business, among other changes that would make it subject to the same set of […]
techcrunch - 2 days ago
How Pilot convinced Index Ventures to think long-term about margins - techcrunch

How Pilot convinced Index Ventures to think long-term about margins

Whether you agree or not, it's hard to ignore the fact that the multipliers in Silicon Valley and the growth of software businesses have changed the way we think about a startup's timeline.
techcrunch - 2 days ago
Coinbase acquihires team behind BRD crypto wallet - techcrunch

Coinbase acquihires team behind BRD crypto wallet

As crypto proponents look to onboard a new generation of users, one of the major consumer onramps has been a host of consumer wallet apps with slick interfaces. Today, Coinbase announced that it is bringing on the team from BRD — a crypto wallet startup that first launched its mobile wallet back in 2014. While […]
techcrunch - 2 days ago
Robots and AI assist in designing and building Swiss university’s ‘hanging gardens’ - techcrunch

Robots and AI assist in designing and building Swiss university’s ‘hanging gardens’

Architecture and construction have always been, rather quietly, at the bleeding edge of tech and materials trends. It’s no surprise, then, especially at a renowned technical university like ETH Zurich, to find a project utilizing AI and robotics in a new approach to these arts. The automated design and construction they are experimenting with show […]
techcrunch - 2 days ago
TabTrader raises $5.8M for a mobile app that aggregates crypto exchange data - techcrunch

TabTrader raises $5.8M for a mobile app that aggregates crypto exchange data

As many of the top cryptocurrencies seem to temporarily stabilize near all-time-highs, users looking to speculate on tokens that are a bit more volatile are searching across exchanges to find deals. Amsterdam-based startup TabTrader has been capitalizing on this search with a platform that aggregates prices and token availability across dozens of exchanges. While other […]
techcrunch - 2 days ago
Head of Instagram Adam Mosseri will testify before the Senate on teen mental heath - techcrunch

Head of Instagram Adam Mosseri will testify before the Senate on teen mental heath

Head of Instagram Adam Mosseri will testify before the Senate for the first time as part of a series of hearings about online safety for children and teens. Per the New York Times, Mosseri’s hearing will take place on December 6. Mosseri’s upcoming testimony comes after Sen. Richard Blumenthal (D-CT) wrote a letter to Facebook […]
techcrunch - 3 days ago
LOAD MORE TECH
bbc
gadgets to use
geeky gadgets
gizmodo
jalopnik
jezebel
kotaku
lifehacker
ny times
pocket lint
readwrite
tech republic
tech world
techcrunch
technology
the inventory
the next web
venture beat
wired
count
sauces
help
I'm confused... What am I doing here?

Choose which sources you wish to remain and you're all set. Use the buttons to turn sources on and off.

What do the different colours mean?

Depending on if any articles/links are visible on the page there are 4 modes to show the state of your chosen sources.

on / visible on page

off / visible on page

on / not visible on page

off / not visible on page

readwrite
PPC Affects After BERT Update; Impact on Promoters

PPC Affects After BERT Update; Impact on Promoters

readwrite - 2 days ago
PPC Affects After BERT Update

Google makes constant updates to the algorithms every year for increasing relevance in the SERP. As an online marketer, you are already aware of this fact. So far, BERT has been one of the most significant algorithm updates rolled out by Google and is considered the most significant change since the search engine giant released Rank Brain.

How PPC Affects After BERT Update; Impact on Promoters

Not to mention, this update has left the advertisers curious as to what exactly BERT is and how PPC affects after the BERT update. What impact will this update have on the search results now? To get answers to all these questions, you need to read the article.

What Is BERT Update?

BERT stands for Bidirectional Encoder Representations from Transformers. This algorithm uses a neural network to facilitate a contextual understanding of the content through Natural Language Processing.

Previously, Googles search processors analyzed the words in a search query in the same order they were entered in, i.e., left to right. But, under the BERT algorithm, the users search queries are processed bi-directionally.

In other words, the BERT update helps Google to understand the use of prepositions in a search query or comprehend the words that have double meanings. This enables the search engine to produce better results by understanding the users context, intent, or words in the query.

Thus, we can say, Google is getting smarter for search day by day. So should you!

Lets discuss how the BERT algorithm update will affect the PPC or paid search advertisers.

How Will PPC Affect After BERT Update?

While most digital marketers are discussing the impact of the BERT update on SEO, some are concerned about the effects of BERT on PPC. However, since SEO and PPC go hand in hand, thinking that BERT wont affect paid advertising isnt wise.

Lets have a look at what the BERT update implies for paid search advertisers.

BERT Implications For PPC Advertisers

BERT algorithm update will force the advertisers to shift their focus around users intent-based strategies. Lets see how!

With the BERT update, Google has become even more determined to translate the users needs based on their search queries. Thus, paid advertisers also need to prioritize the users intent. Therefore, they need to understand and address the users plan and provide them with the most relevant results rather than irrelevant promotions.

So, advertisers need to become more skillful at understanding the intent of the searches based on the keywords of paid campaign targets.

BERT Update Impact On Promoters

Suppose a user searches, ‘how to change the oil in your own car.’ They will see numerous adverts for car oil changes in the search results. Some of the adverts may also offer special deals. But, these offers and specials arent what the user is searching for. As a result, the advert becomes irrelevant to the users search query.

As the user wants to know how to change the oil in their car on their own, the paid search advertisers need to remain relevant to the search query by adjusting or changing their strategy. For example, one can add additional informational content or offers on tools required to carry out the process.

Aside from adjusting the Ad strategy for getting CTR, you also need to ensure that your landing page copy and Ad match the changes.

What If You Dont Embrace Intent-Based PPC Strategy?

Well, it wont offer the best customer experience. If you fail to target the intent of the search phrase and present a series of irrelevant Ads, the user might not be interested in, your Ads relevancy score will drop.

As a result, the CPC will increase, and the clicks you have managed to gain will drop. Moreover, Google may not display your Ads in the search results. So, it wont be wrong to say that paid search needs to align with the users intent or face the impact of BERT.

What Does the Future Hold For PPC Under BERT?

As BERT will affect content marketing and SEO, it is likely to impact PPC marketing too. However, it might take more time to see the most meaningful impact of BERT on PPC. Therefore, the best way to approach this new arena is to start slowly.

An intent-based strategy is the most scalable starting for future growth. While implementing this strategy at every stage all at once is quite hard, you can take it as an expansion plan for the future.

Furthermore, if the use of long-tail keyword phrases continues, there will be an excellent chance for the marketers to mine new keywords and boost the existing Ad groups.

Below is what PPC advertisers can do to leverage BERT update-

  • Focus more on Dynamic Search Ads. It helps you take advantage of Googles AI to automatically create Ads based on the users search queries. These dynamically generated Ads will work well with BERT, allowing better ROI on the PPC campaign.
  • Align your intent-based strategy with budget, campaign, or metrics with all the users intent stages.
  • Retailers should craft adverts to reach the consumers intent at every stage of the sales funnel. If you dont have enough budget to build such a strategy, you can target intent instead of keywords. In addition, you can partner with a pro PPC service provider to navigate the challenges this tactic may present.
  • Run a test campaign by expanding the previous keywords; it will help you become more precise in intent.

Conclusion

Thus, Google has become smarter. But, unfortunately, marketers also need to get smarter to respond to it. BERT update provides the search engine with a better opportunity to understand what people are seeking. While it is good news for the users, it is a bit challenging for PPC advertisers, SEO professionals, and content creators.

So, its high time to adopt an intent-based strategy for delivering the information that users want. Once you become capable of carrying an intent-based advertising campaign that aligns with BERT changes, you will start generating better ROI in no time.

The post PPC Affects After BERT Update; Impact on Promoters appeared first on ReadWrite.

sauce: readwrite
CLOSE