Changes to Google Search Lead to Improvements in Language Understanding

Changes to Google Search Lead to Improvements in Language Understanding

Posted on Tuesday, October 27th, 2020 at 9:12 pm    

Google made another round of announcements a few days ago and it looks like their latest algorithm, which includes updates to BERT, is getting even better at understanding natural language. These improvements to search mean that the quality of your written content is going to be even more important.

Let your McAllen digital marketing experts at Cobalt Digital breakdown exactly what Google announced and how this can potentially affect your website and marketing efforts.

Quick Overview of BERT

Google’s BERT, or Bidirectional Encoder Representations from Transformers, is a neural network-based system for natural language processes. The purpose of BERT is to help the search engine better understand the nuances of language and context so that results are better aligned with queries. Ultimately, the goal is for BERT is to understand the complexities and subtleties of language just like a human would.

When BERT was launched a year ago, it was only being used on one out of every ten English searches. In its recent announcement, Google said that BERT is now being used on nearly every English query. This should improve the quality of results for searches.

The Beauty of Language


One of Google’s most interesting announcements is that its new spelling algorithm will improve the search engine’s ability to decipher misspellings. With one in every 10 queries misspelled, this update will definitely prove to be beneficial for Google users.

This isn’t a service level improvement either. Google stated that “this single change makes a greater improvement to spelling than all of our improvements over the last five years.” Now that’s a big difference in “did you mean” tech.


Another reason to make sure the quality of content and information you’re providing on your website is up to par, Google is now able to index passages on a page, not just the overall page. This update to their algorithm will impact 7% of search results.

As Google puts it, “By better understanding the relevancy of specific passages, not just the overall page, we can find that needle-in-a-haystack information [users are] looking for.”


Context is so important in search and being able to obtain a greater diversity of results can meaningfully improve the experience of a user. That’s why Google has applied neural nets to delve deeper into the subtopics around a given topic.

As Google explains it, “If you search for ‘home exercise equipment,’ we can now understand relevant subtopics, such as budget equipment … and show a wider range of content for you on the search results page.”

While this component isn’t yet activated, Google claimed that they’ll start rolling this out by the end of this year.

More Than Just Language

Furthering the reach of their AI, Google is improving their ability to understand deep semantics of videos so that viewers can quickly find key moments. The search engine giant will be using this tech to tag important moments in a video so that they can be navigated like chapters in a book.

It’s expected that 10 percent of searches on Google will use this new tech by the end of the year. But as can be seen with BERT, this update can have profound effects within a year.

Another extremely interesting component that’s going to likely play an even bigger role in the months to come is Google Maps popular time algorithm. With the pandemic changing the world of business so much, Google has decided to make its network more reliable by providing up-to-date information on businesses. For instance, soon Google users will be able to see exactly how busy a business is, popular hours, and what safety requirements and protocols they may have in place to protect clients against COVID-19.

This means that you’ll want to make sure your information is updated and accurate on your Google business profile. By being on top of this component on the backend, you’ll be able to provide your customers (and potential customers) with the information they need to visit you at a time that best fits their expectations.

The Value of Copy & Content

Google knows the power of language, so it’s in your best interest to make sure that your copy and content is up to par. By delivering valuable, informative, and quality content – such as blogs, articles, and general website content – you’ll be able to meet the needs and answer the questions of your audience.

Of course, this is always easier said than done.

Luckily, the team at Cobalt Digital Marketing has just the thing to support you.

With our Cobalt Formula™, you can get the expertise of our exceptional Cobalt content creators who know how to write engaging copy and deliver valuable content. Not only can our team help to deliver outstanding website copy that will ensure you meet the parameters of Google’s updated algorithm, but we know how to create fantastic blogs, articles, landing pages, and white papers, while ALSO getting you found on Google.

With content catalysts, SEO experts, and Google-certified analytics partners, we’ll make sure you get found.


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Let’s Face It: Negative Reviews Drive Customers Away

Posted on Thursday, September 3rd, 2020 at 9:21 pm    

Negative reviews: If you’ve been in business long enough, chances are you probably have one. No big deal or is it? While the impact of one or two negative reviews can be minute, a handful of negative reviews can hurt your site and your Google ranking.

In a nutshell, your negative reviews have the potential to drive customers away.

Alarming Algorithms

Google has over 200 factors that govern how it ranks websites, everything from being mobile-ready to how fast your website loads. An abundance of negative review information, on the other hand, is likely to cause Google’s algorithms to pick up all of that negative feedback.

In fact, in what is known as the Décor My Eyes situation from as far back as 10 years ago, Google has used legitimate negative reviews as a means to rank businesses. Therefore, if you have a handful of negative reviews, that can alarm Google’s algorithm in your search engine results page (SERP).

As a result, lots of negative reviews drive potential customers away from your business because they won’t ever see you on the first SERP after they have searched for keywords related to your business, product, or services provided. If customers can’t find your business online, you are throwing away a viable source of revenue. In this day and age, you can’t afford not to do business online, and knowing the influence of negative reviews keeps you ahead of the competition.

A recent study conducted by Moz found that it only took one negative review of their product or service for a business to lose around 22 percent of interested customers. As you acquire more negative reviews, the chance of losing more customers goes up further. For instance, three negative reviews can result in 59.2 percent loss in customers, and four negative reviews increasing the percentage of lost customers to 70 percent.

While the basis of how Google’s algorithm works is not an exact science, it is no secret that ratings based on reviews affect your Google ranking. And when it comes to negative reviews, Google is going to try to push customers to those businesses who are rating well.

 Be Proactive

All is not lost. A great way to deal with customer assessments is to become proactive when responding to reviews, both positive and negative. The importance of your online reputation cannot be underscored.

Even if we weren’t susceptible to the way Google ranks our business pages, we want to show potential customers that we are proactive in not only thanking customers for their kind words but alleviating and addressing any of our dissatisfied customers’ concerns as well. That’s just good business that should be rewarded as excellent customer service is key to a business’ survival.

Here is a quick checklist on how to be proactive when responding to reviews:

  1. If you feel that a customer is experiencing a negative situation with your business, try and resolve the issue before it ever goes online. Being apologetic and empathizing with customers can go a long way towards making a compromise.
  2. Respond to reviews as quickly as possible. Develop a strategy as to how you will respond to all reviews. Customers love businesses that rely on swift and thorough communication for problem-solving.
  3. Take your conversation offline. After responding to the initial negative review, ask the customer if they can send you a direct message so that you can try to fix the problem without other potential customers getting a glimpse of your bargaining power.
  4. Encourage customers who have had positive experiences to leave you a review! Your tenured customers will more than likely be happy to go to bat for you and give a quick assessment of just how awesome you and your business are.


If you need a digital marketing agency that understands the nuances of online reviews and reputation management, reach out to Cobalt Digital Marketing today.

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Elements That Don’t Affect Your Google Ranking

Posted on Thursday, September 3rd, 2020 at 9:18 pm    

While we have a great inkling as to what elements Google looks for when ranking your website, you should be knowledgeable about what factors don’t count towards your ranking. Knowing what factors won’t impact your Google search ranking is important. It can help you concentrate on the areas of your website that you need to maintain, especially if you’re stretched for time.

Keep in mind that when we’re discussing what factors Google doesn’t take into account, we’re tackling myths. We are going to dispel some misinformation that many digital marketing agencies may believe matter when it comes to SEO.

Not a Google Search Ranking Factor

Google has said that when it comes to ranking, variables such as Google ads, social media mentions, and click-through rate rates have no impact on search results. While the search engine has ads, Google has gone on record that they don’t give them any preference. Google doesn’t use ad signals when determining its search results. These results are completely separate from ads.

No matter how many followers or likes you have, Google doesn’t use that metric in their algorithm when it factors search results. Google crawls the internet in order to find relevant information to your search query. However, for Google, the truth is if this factor was important to search results, Google would be sampling an imperfect web where identity would be an issue. Google is mindful that if they extracted data from followers and likes, and perhaps relationship status, that data is always going to be fluid, it can change in an instant. A reliable digital marketing agency will be able to go further into detail about why Google doesn’t rely on social media impact for its search results.

When it comes to interactions such as click-through rate, Google has stated that while they do use them in a variety of ways, for example when it comes to personalization, evaluation, and training data, they do not currently use them in their ranking algorithm.

While many have debated the issue, Google has stated that they don’t use Google Analytics data with regards to their search ranking algorithm. Other elements that are not Google search ranking factors are:

  • responsive design
  • word count
  • bounce rates
  • user-behavior
  • URL length
  • product prices
  • outbound links
  • shopping cart abandonment among others

An Important Distinction

It’s important to make this distinction so that you can focus on what will result in your business ranking high on Google. Any sound digital marketing agency would be aware that great content on your website is important for success. Also, factors such as mobile-first and page speed matter. As do domain factors, relevance, and usability of pages, how precise your information is, along with location and settings.

You need to make a distinction because at the end of the day if you build a great website Google will notice, and will rank your page well for relevant queries. Focus on the vitality of your web site as a whole and don’t dwell on factors that Google isn’t using in their search ranking algorithm. Hiring a digital marketing agency with a great track record of proven results can help bring your website up to speed in Google’s search results.


Do you need help in making your website relevant? Our proven Cobalt formula will ensure that we focus on engaging content and the big picture of your site.

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Google’s Recent Glitch Disrupts Search Results

Posted on Monday, August 17th, 2020 at 10:01 pm    

Rumblings that Google was unveiling a new variable to their search results algorithm were at an all time high recently when their search engine experienced what the company called a “glitch”.

The glitch resulted in poor search results and, in some instances, did not make sense to what the user was searching for. Thus, many within the SEO community believed that Google was in the process of launching a new update to their search algorithm since it led to the disruption of search results and impacted many page rankings.

Many digital marketing agencies had to discern whether rumors of an update to Google’s SEO search algorithm would come to fruition; however, it didn’t take long for the company to address the issue.

What the Glitch Means

Ultimately, for Google, the glitch was just a disruption to their search results inquiries. Even if there were a planned update to their algorithm, the tech giant is known for guarding what exactly is implemented into their algorithm closely, so while the glitch had many of us wondering if a new update was coming, Google emphatically denied the claim.

The company tweeted that they found a problem with their indexing systems that affected Google search results. After identifying the issue, Google put their site reliability engineers to work in order to fix the problem. Moments later, everything is in optimal working order for the company’s search engine, however, many still can’t help to wonder if Google really did have something up their sleeve.

We’ll just have to take Google’s word for it. The glitch was just a disruption to Google search results page and the company looked to get a hold of things quickly, and things appear to be fine now. Blame it on 2020.

However, this isn’t the first time that Google has experienced a glitch with their search engine results. Earlier this summer, another glitch prevented new content from being indexed in Google search. Last summer, a search issue prevented results from fully populating search engine result pages for a number of users over several days.    

What This Means for Your Business

Anytime there is a disruption with Google’s search algorithm, it impacts your business. If you’re in the business of making the best sushi rolls in town and someone is searching for your restaurant on Google during such a glitch, they may end up with a recipe for baked beans, no matter how well done your SEO is.

Much like when an electric company addresses a power outage, so too must we wait for Google to fix these issues as no amount of SEO will get your site ranked in its proper position during a glitch. In order to prepare, however, it’s best to review your digital marketing plan to ensure that it’s ranking potential is high when the search engine returns back to normal.

Google did a great job of identifying and fixing the issue in a timely manner this time. Albeit, while it can negatively impact your business for that particular moment, a reputable digital marketing agency can be on top of any issues that may arise with Google, Bing, Yahoo, Facebook, YouTube, Twitter, Instagram, and so on.

Glitches happen but our Cobalt Formula™ assures that our clients are minimally effected. SEO is important and should be done right but it is just one tactic is our lead generating formula.


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Google Adds User Experience as a Ranking Factor

Posted on Monday, August 17th, 2020 at 9:58 pm    

Google has announced a new algorithm, the Google Page Experience update that is set to launch in 2021. The objective of this update is to effectively analyze how web pages perform correlated to how users are experiencing it. Consequential? Most definitely. Reason for concern? Not with Cobalt Digital Marketing by your side.  

Even if you don’t have the skills to make your website more user friendly, our McAllen digital marketing agency can help you to develop a fully optimized website that takes user experience (UX) to the next level. 

In layman’s terms, if Google’s algorithm determines that users visiting your website are having a subpar experience engaging with your pages, then this can negatively affect your rankings. But since the rollout won’t begin until next year, now is a good time to start preparing for the update.

User Experience a New Google Ranking Factor

Some of the current metrics Google has in place include proactively measuring whether your page loads quickly, how users are guided through a specific page on your website, copy, and content, if your website is mobile-friendly, its security, whether content jumps around while the page loads, and the detection of too many ads.

Google search ranking factors compromise page experience and include several variables. Chief among them are page speed update, the intrusive interstitials penalty, the HTTPS ranking boost, safe browsing penalty, mobile penalty update, along with polishing the metrics concerning speed and usability.

The better these variables perform, the more enjoyable the user experience will be for visitors who come to your website. When these variables perform at an optimal level, they usually result in a higher ranking for pages on your website.

Google measures refinements with a tool they call core web vitals. 

Core Web Vitals 101

User-centered metrics consist of real-world core web vitals that evaluate the features of your web pages involving the steadiness of content as it loads, the time it takes, and interactivity. 

They fall under three metrics: 

  • Largest contentful paint – The speed of loading performance that should happen within 2.5 seconds of visitation. 
  • First input delay – An interactivity measure that should give a good user experience of fewer than 100 milliseconds.
  • Cumulative layout shift – A visually appealing metric in which your page should fall below 0.1.   

Prepping for the Google Page Experience Update

While the update isn’t going to happen instantly, Google is giving everyone a fair warning that it plans to put a critical emphasis on user experience to judge the content on your pages. 

Excellent content on your website will still be imperative when it comes to your SEO ranking on Google. If you’re familiar with the previously mentioned web design jargon, then you should be able to pull off any necessary updates to your page effectively. 

However, if you aren’t capable of doing so, teaming up with an experienced, reputable marketing agency would not only be a wise move but a priceless investment. 

Industry research and studies have explained just how important great user experience is to website visitation. It’s not alarming to many digital marketing agencies that Google will add user experience to its algorithm. The addition of user experience as a barometer metric comes on the heels of other variables such as mobile-friendliness and load speed in recent years. 


Need help with ramping up your user engagement to standards, improving SEO, or your digital marketing presence in general? Cobalt Digital Marketing can help you with all your online marketing needs with our Cobalt Formula™ that delivers proven results. 

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Set Special Hours With Google My Business

Posted on Monday, June 22nd, 2020 at 5:18 pm    

Many of life’s lessons are layered in silver linings. For many of us, these uncertain times have taught us that we just need to refocus our vision. The current COVID-19 pandemic has forced many customers to shop online–whether it’s for retail therapy or obtaining much-needed essentials–using their purchasing power as a means to adjust to their everyday lives.

From buying cars to online curbside pickup, the scope of how businesses work and cater to customers has definitely shifted. In fact, online sales have surged over the course of the stay-at-home orders the nation had in place, and with so many consumers getting accustomed to buying products online, that eCommerce momentum isn’t going to decline any time soon, even as we slowly reopen many facets of the economy.

The best thing your business can do is to capitalize on this momentum and start mapping out an online strategy to get these buyers to be aware of your brand and your product. There are many simple measures a business owner can take such as replying to reviews, maintaining an updated website and social media page, and even making sure their hours on Google My Business are up to date.

How to Optimize Your Hours for Google My Business 

Business owners should be aware that Google has premiered a new category within Google My Business that will allow them to set more hours for their company. These hours are characterized by types of hours, such as when supermarkets offer early morning hours for specific customers, specific access times a physician is available, or special pickup hours at a given business.

You can go into your Google My Business account and click on the tab labeled “Info,” go under your main hours, and you can select the option that will allow you to set “More Hours.” You then can select the pencil edit button to pick from a category of hours that includes access, brunch, delivery, drive-thru, happy hours, kitchen, pickup, takeout, and senior hours. With this tool, you have plenty of flexibility to set those hours by day, even if they occur at various times throughout the same day.

Always Looking Out for You, Especially During These Uncertain Times

With this update to Google My Business, your customers are now aware of any special hours that you have installed specifically for them when they look you up on Google, helping facilitate business during those hours. This update from Google is a boon to your business, especially during these uncertain times.

While this is an activity that you can do on your own, aligning yourself with a marketing company that knows how to reach both customers and potential consumers can be an effective way to not only implement the Google My Business special hours update but help you strategize other facets of your overall digital marketing strategy as well.


Cobalt Digital Marketing can help you optimize your Google My Business account, along with any other digital marketing needs, through our proven Cobalt Formula™. 

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Quality Trumps Quantity & Other Tips to Handle Google’s Core Updates

Posted on Friday, September 13th, 2019 at 11:05 pm    

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In the fast-changing world of digital marketing, companies notice quickly (and nervously) when their website pages get “demoted” in Google search rankings. This nervousness is understandable because a high Google ranking is crucial to attracting visitors, subscribers, and ultimately, customers. The stats don’t lie when it comes to digital marketing:

  • The vast majority (87%) of shoppers begin their product searches online.
  • 81% of B2B purchasers search for content before they speak to a vendor.
  • Three out of four Google users never click past the first page of search results.

Today’s search-dependent (and time-strapped) users have to trust Google’s search algorithms to provide the most relevant, authoritative, and well-designed content on page one. Google takes this trust seriously and releases thousands of algorithm changes a year, and several “core updates” to fine-tune its results. A lower ranking following a core update doesn’t necessarily mean you’ve fallen behind in digital marketing, it just means Google has tweaked its product to make it better for users.

Here are some tips for improving or maintaining your site’s ranking when Google makes these core updates to its algorithms.

Focus on Quality Content and Best Practices

Rather than panicking every time your website gets demoted, Google advises companies to focus on the core goal of content marketing and search engine optimization. It’s not about riding the temporary ups and downs that occur naturally whenever there is a core update. At the end of the day, it’s about providing quality content that demonstrates Expertise, Authoritativeness, and Trustworthiness (or E-A-T) and doing so on a consistent basis.

In a blog post explaining its latest June 2019 core update, Google compares search engine rankings to an ever-changing list of “best movies”:

“One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before. The list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them.”

In other words, a great movie is a great movie is a great movie, even if a greater movie comes along in the future. Likewise in digital marketing, the best practice is always to produce great content that is as good or better than the current top 10 search results. Nobody stays in the top 10 forever; there is always great new content being created.

If your company is consistently producing top-notch content, then you don’t have to be overly concerned when a core update drops you lower in the rankings. Just keep doing what you’re doing by producing content that is fresh and adheres to E-A-T standards.

A digital marketing agency like Cobalt can help make sure you stay ahead of the pack with new content that maintains these best practices and helps shift the ranking order once again — with your company back at the top.

Focus on Brand, Not Just Pages and Content

Not only is content still king in 2019, but the way people consume and engage content has changed dramatically from even a few years ago. Users are more heavily influenced by their social media feeds and are more likely to engage content if they follow a brand on social media. Think of it this way ⁠— you are more likely to stop and chat with someone on the street if you’ve seen them before or know that they have similar interests.

SEO is still vitally important, and an important part of what we do as a digital marketing agency, but ultimately, SEO is a technique for computers and marketers, not for real people. Nobody searches for sneakers or attorneys while thinking about metatags and word counts. This is how digital marketers and search engines think about content, but real people are thinking about content as an extension of the brand.

Does your content make users excited about your brand and products? Is the content informative and well-presented? Does it feel authoritative and make users want to make a purchase or pick up a phone then and there, without looking around for other search results? These are the sorts of questions that help determine how users will engage content and how the search engines will rank websites and webpages going forward. (Google has provided a longer list of questions at its blog to help you adjust content production to ongoing changes to its algorithms).

Google’s core updates and other algorithm changes (in one year the company made 3,200) are evolving along with how users engage content. If your brand shines through your content, then users will keep coming back even if you’re a little lower in the search results. In fact, they’ll seek your brand out apart from Google, follow you on Facebook, and subscribe to your blog updates. SEO will always be important, but brand presence is becoming much more of a factor in your site’s ranking.

Partner with a Digital Marketing Agency for Better Results

There are some things only your company can do, such as defining what your brand stands for and making sure your content is consistent with these values. But the actual mechanics of producing great content on a consistent basis is a full-time job that requires the expertise and resources of a great digital marketing agency.

Google will continue making regular updates to its core search ranking algorithms, and a digital marketing agency can help you stay on top of these. But just as importantly, digital marketers can combine the technical aspects of SEO with the creative aspects of branded content and adhering to best E-A-T practices. Digital marketing is an art and Cobalt is dedicated to helping our clients get to the top of the rankings ⁠— and stay there.

If you are ready to invest in your business’ future by taking the plunge into digital marketing, no one does it better than Cobalt Digital Marketing. Armed with our award-winning Cobalt Formulaᵀᴹ, our catalysts have the experience and creative chops needed to keep you ranking high on Google.

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Google is Brewing Up New Changes for Their Ad Platform

Posted on Tuesday, May 28th, 2019 at 7:03 pm    

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Image Source : Google

The Google Marketing Live conference was held earlier this May and some great news came out of the event for all those advertising and digital marketing fanatics out there. Google Ads is set to make massive updates to their algorithm that will lead to some meaningful changes in how digital marketing is done.

What does this mean for business owners? An improved and streamlined digital marketing process can help you net big returns on your marketing investments. With an estimated 2.8 billion users on Facebook, 330 million Tweeters, 77.6 million Instagramers, and almost 5 billion videos seen on YouTube every single day, lacking a digital marketing plan means you’re missing out on that sweet, sweet revenue.

At Cobalt Digital Marketing, we excel at setting up effective digital marketing campaigns for all of our clients through Google Ads and Marketing as part of our Cobalt Formulaᵀᴹ. All this tantalizing news coming from the Google Marketing Live conference has got us eager to perfect your digital marketing strategy so that you can reap all of the rewards from these soon-to-be changes.   

Google Ads Changes and Updates for the Near Future

Perhaps one of the biggest announcements regarding Google products this year is the fact that digital marketers can now run one single campaign through multiple channels. Google has really put a lot of effort into enhancing existing products while creating new, innovating campaigns such as:

  • App Campaigns – Implemented in 2015, this system can help advertisers generate more app installations and drive in-app conversions as well. Now, App Campaigns can run through YouTube as well as Search, Google Display Network (GDN), Google Play and AdMob.
  • Smart Campaigns – Smart Campaigns was designed to be used by local businesses through Google My Business when it was launched back in 2018. It was optimized to reach the proper audience through behavioral, device, location and other signals. It can help you through ad creation images, location addresses, and other facets. Smart Campaigns helps small businesses that don’t really have the time or resources to run their own digital campaigns by essentially generating it for them.
  • Discovery Campaigns – A fresh approach, this new service will allow advertisers to showcase their products to customers through a swipeable image carousel. It can run through YouTube, Gmail Promotions tab, and Google Discovery, which launched a little over a year ago.
  • Local Campaigns – This campaign launched last year in an effort to drive foot traffic into local brick and mortar establishments. Now, Google is building upon it, adding support systems designed to help local businesses achieve their goals. It will also generate product information and any special offers the local business may be running. Like some of the other campaigns, it will run across Search, YouTube, Maps, and the GDN.

Other notable channels that will be up for optimization include:

  • Showcase Shopping Ads – These multiple image shopping ads were originally executed through Search, but now, they will cross over to Google Images, Discover, and YouTube.
  • Smart Shopping and Standard Shopping Campaigns – Shopping ads that run across Google Search, GDN, YouTube, and Gmail. Standard only runs Standard product listing ad formats through Google Images but when combined with Smart Shopping, your campaign can be set to appear in Google Discover and YouTube as well.
  • Google Shopping Actions – These retail ads allow users to buy products via Google’s universal checkout through the Shopping Actions program. They were already visible on Google Assistant and Search, but with the expected changes, these ads should be making their way to Images and YouTube, too.

But wait. There’s more.

Gallery Ads

Gallery Ads is looking to take the visual world by storm. This Google service will allow digital marketers to create ads that can catch the attention of a consumer faster. Essentially, Gallery Ads combines images and information to the consumer for an easier, more creative experience.

Its design — a swipeable carousel just like Discovery Ads — may seem a little familiar as inspiration was taken by Facebook and Instagram. These interactive ads will sit on top of the search engine results page (SERP) showcasing compelling imagery with a headline and the URL. It will allow you to pull up a minimum of four to a maximum of eight images and up to 70 characters for each tagline.

Reaching the Right Audience

Google will now be merging its custom affinity and intent features into one service that will be simply known as ‘custom audiences.’

To clarify, a custom affinity audience targets groups that have specific and shared interests in a product. A custom intent audience, on the other hand, will only target a group with a commercial interest for a product. Now, these two will turn into one and will do so through search data.

A new audience expansion tool that will help you reach other potential consumers that are within the same realm and have the same interest as your current custom audience. This new tool can help you grow your potential consumers base, allowing them to be able to see your ads.

Smart Bidding is Seeing Some Improvements

Machine learning is becoming a fundamental tool in the scope of digital marketing. It is essentially the study of algorithms and statistical models that an operating system uses to perform a task without being given explicit instructions; machine learning instead relies on patterns and inferences. The way Google will utilize this is through its advertising properties, more specifically, smart bidding.

Smart Bidding, or auction time bidding, is how Google Ads optimizes your bids for conversions or conversion value through the use of machine learning. It does so through:

  1. Campaign-level conversion goals – This generally helps if your business is focusing on one conversion goal, like increasing sales on your website. With this improvement, you can optimize all of your bids throughout your campaign for that goal.
  2. Conversion action sets: This improvement optimizes your bids throughout multiple campaigns, enabling a digital marketer to create a set of conversion actions that they want to achieve.
  3. Seasonality adjustments: This improvement drastically increases conversion temporarily, working wonders for marketers that are advertising an upcoming sale. Google Ads can optimize these bids for the duration of the sale and then revert back to normal once it has concluded.

Google Ads on the Go? Yes, Please!

As digital marketing pushes heavily towards smartphone optimization, Google Ads app will allow you to finally create and edit search ads all in an improved design.

A new recommendations feature will allow the user to add new or negative keywords, pause keywords that are not performing properly, and opt into all Smart Bidding strategies. The app will also send you notifications when there are new opportunities to improve performance across all of your accounts.

All these new changes and updates for Google Ads are set to launch within the near future and your team of experienced McAllen digital marketers at Cobalt Digital Marketing are excited to utilize these new tools into our successfully proven formula to boost your business and your brand.

Google Ads and Cobalt Digital Marketing go hand-in-hand when it comes to achieving positive results that earn your business money.

While our Cobalt Formulaᵀᴹ revolves around combining our knowledge and experience in all aspects of digital marketing to create the most unparalleled strategies for your company/brand, Google products like Google Ads helps us do it in a more efficient manner, setting up ad campaigns that increase your revenue stream.

If you are ready to invest in your business’ future by taking the plunge into digital marketing, no one does it better than Cobalt Digital Marketing. Our catalysts are eagerly waiting to create the perfect ad campaign that aligns with our award-winning Cobalt Formulaᵀᴹ to net your business real results.


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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Google Adds New Options to Google My Business Just in Time for the Holiday Season

Posted on Monday, November 26th, 2018 at 3:48 pm    

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Not long ago, we analyzed some changes that occurred to Google My Business.

Now the search engine giant is once again causing waves by adding – and improving on – new features to the platform. Of course, part of what makes our Cobalt Formulaᵀᴹ so effective is how extensively our Cobalt Digital Marketing catalysts comb the Internet for any bit of information that will get our clients those crucial holiday leads.

This time, we are turning our gaze to these changes to Google My Business and analyzing how they can positively affect your business.

What is Google My Business?

Just as a refresher, Google My Business (GMB) is an app developed by Google that helps businesses improve website user experiences when they do a local search. For example in GMB’s Q&A, customers are allowed the opportunity to ask questions about a particular business via their profile.

It even allows business owners to pin frequently asked questions along with the top answers. This is extremely convenient for potential clients and has numerous benefits for business owners as well.

For instance, if your hours of operation will be changing during the holiday season, GMB allows you to plug in the updated hours directly to your business profile, informing customers that are performing a quick Google search.

Other key features are being implemented to will make the life of a business owner just a bit easier.

What Was Recently Added?

This time around GMB has done it again, streamlining the updating process for Business Profiles on Google and managing what search engine users see when they look up your business online.

Yet, the most game-changing update occurred to a feature that has been around for a while.

Google Posts was released last year as Google’s answer to social media searches because more business search activity was being conducted through Facebook than through Google search. With Google Posts, organizations were granted the ability to create a brief update which would then be listed in Google searches.

Now, Google Posts is becoming a hot item to use in your 2018 digital marketing arsenal because, with a press of a new Post button in the app, you can upload photos and create enticing offers or other types of events and upload them to your Business Profile. Let’s not forget that you can also still manage and upload new business information on Google from the Profile tab – it’ll even update across Search and Maps.

Not only was Google Posts improved upon, but a new “Customers” tab has also been added as well.

This nifty little tab allows you to respond to customer reviews, post current offers to entice clients, and, in time, will also allow you to respond in real time from your own device. The notifications system will also inform you when a new customer connects with your business.

The last major addition that was implemented in the recent update: how people connect with your business. This presentation improvement to the home screen is a digital marketer’s dream, giving crucial data and insights—relevant metrics and statistics presented in a Google Analytics style—of where these connections are coming from.

From there, you can tailor a masterful campaign to further attract clients through that medium or improve on another that may not be performing at an optimal state.

As Google works to make your life as a business owner easier, our Cobalt Formulaᵀᴹ continues to create big returns for our clients’ investment.

Digital marketing is blowing traditional forms of advertising out of the water, and with Cobalt Digital Marketing and our Cobalt Formulaᵀᴹ, you get for what you pay for: experienced digital marketers that have a proven track record of creating big returns that their clients can truly appreciate.


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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Overcoming the Scary Parts of Google Ranking with the Cobalt Formulaᵀᴹ

Posted on Thursday, November 1st, 2018 at 3:42 pm    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.0.74″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]Want to know what spooks a digital marketer more than low conversion rates? When their Google rankings tank and they don’t know why.

It can happen to business owners and digital marketers alike if they aren’t keeping up with all the changes that occur over the course of a few months or even a few weeks. One little tweak to Google’s algorithm can send your website down in rank, taking your money-earning opportunities along with it.

But you don’t have to worry about that when you subscribe to our Cobalt Formulaᵀᴹ. At Cobalt Digital Marketing, you have dedicated catalysts at the ready, anticipating Google changes and preparing your website to weather the storm.

But what does that mean for you as a business owner? Glad you asked…

Google Updates ALL. THE. TIME.

One of the great things about Google’s search engine is how it stays innovative and fresh on a daily basis. That’s because the Google search algorithm is updated between 500 to 600 times a year. If you do the math, that comes out to approximately once or twice a day.

While this may seem a bit excessive, it is what keeps the search engine above the rest.

Now, consider this. If your marketing team has limited knowledge of what these changes mean, lack the tools necessary to monitor fluctuations in website traffic, or don’t have the skills to make the appropriate changes (or even all three), your revenue-generating opportunities will dry up like an ancient mummy in some forgotten tomb in Egypt.

That’s why you need the Cobalt Formulaᵀᴹ. A meaningful portion of our formula involves anticipation and adaptation.

Our catalysts anticipate the change to minimize impacts on our clients’ websites and digital marketing plan by employing research day in and day out.

Once we are confident that changes are coming by confirming and reconfirming with our monitoring tools, we draft a solid plan to ensure that our clients not only maintain a first page ranking stay but also benefit from improved ranking.

And one of the many ways we do that is through SEO.

Spooky Isn’t the ‘S’ in SEO

Aside from monitoring and adapting to Google changes in algorithm and ranking, another component of our Cobalt Formulaᵀᴹ is reflected through our search engine optimization (SEO) services.

Briefly, and roughly, speaking, SEO is a practice that considers (and employs) many search engine ranking factors in an effort to keep a website visible, i.e. keeping your website on the front page of the search engine results page where the majority of users will look. With Google, that is over 200 factors.

Part of what makes Cobalt Digital Marketing effective is how we can shift our SEO strategy on a moment’s notice in order to maximize potential revenue streams for our clients, despite the many factors to consider.

What’s Going On Right Now with Google Algorithm?

The metaphorical “Google waters” have been churning a bit as of recent, showing upward and downward fluctuations over the past few weeks. While most of the automated tools aren’t showing much to be concerned about, many of the digital marketing, webmastering, and IT communities are acting as if they have seen a ghost.

Webmasters have claimed that the traffic to their website has decreased from anywhere between 50 to 90 percent. While this should alarm many in our industry, we remain unfazed.

A lot of the speculation that is going on in the rumor mill is that these changes have occurred to websites that either over-optimized and/or employed the use of black hat SEO. These strategies usually go against search engine terms of service because they try, in some fashion, to “game the system.”

Of course, this is all just conjecture at this point as Google has yet to confirm anything regarding the activity, but as always, we are watching.

Google is always changing. Enlist the aid of the digital marketing experts at Cobalt Digital Marketing to tame the beast.

Our Cobalt Formulaᵀᴹ is not just some sort of witch’s brew. It is a tried and true formula that we here at Cobalt Digital Marketing have crafted over the years to develop the best search optimization practices, social marketing strategies, digital ad campaigns, content creation – you name it.

Google constantly changes, and in order to be the best, you have to adapt and evolve. Contact us at (866) 224-5705 for more information on how our Cobalt Formulaᵀᴹ can better help your business today.
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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