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What does the future of performance marketing look like?

In this week’s digital news to watch, our Performance Marketing Manager Tom and Associate Director of SEO Jamie, discuss Google’s new core update for June and July, how Google’s regex filter has now added a negative matching option, the rise of cause marketing and it’s impact, what the future of performance marketing looks like, as well as how Google is allowing Android users to opt-out of tracking.

Google June 2021 Core Update Is Live – So Far, We Are Not Noticing Much

Google announces core update for June (and July!) Last week Google announced that it would be rolling out an update to its core ranking algorithm. One of which went live on Wednesday.

This is not uncommon and happens a few times a year, but Google tends to lead it with an announcement as it can cause major ranking shifts for some. The advice for all webmasters and marketers remains the same around creating a strong experience for users with excellent, authoritative, and relevant content on your site.

Early signs suggest little in the way of turbulence, but the effects can be seen over the course of a couple of weeks.

Google Search Console regex filter adds a negative matching option

Google adds the “exclude” regex option in Google Search Console. This is a minor tweak to the filtering options in Search Console but gives users a huge amount of flexibility with their data analysis.

Google rolled out the regex option within its filtering. It was done on an “include” basis, due to this it wasn’t possible to filter down by options not containing multiple words. This has since been added, which is a positive step for GSC.

The rise of cause marketing and its importance

Cause-marketing is marketing that benefits the brand alongside making a positive change. By aligning with a positive change brands can make themselves more appealing to more conscious consumers. In the long term, this will be seen as a ‘whitewashing’ exercise for brands but in the short term, it’s a valuable way to connect with customers.

What does the future of performance marketing look like?

The Drum declares that digital marketing is now just marketing. Not many businesses will ignore the digital side of things these days.

Even your standard TV campaigns can be measured in a digital way and it’s no longer good enough to get a rough estimate on the performance of your offline campaigns. Businesses want data and the easiest way to get that is through a digital/measurable output.

Google to let Android users opt-out of tracking, following Apple

Google has announced that a new update to the Android operating system will also allow users to opt-out of tracking. Unlike with Apple, this will not be turned on by default and users will have to turn this on themselves.

Due to cookies and phone tracking on the way out. Tracking and retargeting are going to become more complicated for many digital marketers.


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Jamie White - Modo25
Jamie White
Jamie White - Modo25
Jamie White

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