Microsoft Advertising will also depreciate ETAs; Daily Wednesday brief

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Hello Marketers, where does diversity in marketing begin?

My friend Chima Mmeje, SEO content writer and SaaS and technology strategist, tweeted this week asking why there were no black traders in-house. “What is the barrier to entry?” ” she asked.

We have written about the problem on Search Engine Land and MarTech. Here’s what we found: When we talk about careers that lead to more diverse and inclusive leadership, it starts at the very beginning. The National Association of Colleges and Employers has found that black students are more likely to complete unpaid internships than their white peers – and this has a direct effect on the diversity of the workforce.

“Many organizations use their internship programs to fuel full-time hiring; therefore, it is essential to examine how they seek and select interns for those who are committed to diversifying their workforce, ”said Shawn VanDerziel, Executive Director of NACE. If you can’t afford an unpaid internship, then you are already at a disadvantage in your career.

Not only is it more difficult for black traders to break into the career of their choice, they are less likely to be promoted. Mercer, a human resources consultancy, released data showing that only 12% of support and operations staff are black (compared to 64% white), and that number is steadily declining as black employees are not promoted. at higher levels within companies. The Association of National Advertisers (ANA) in a 2020 report found that only 6% of its members and 3% of members who are CMOs are black.

So what can we do? SearchPilot recently published the results of their transparency report on diversity and inclusion, which they undertake to publish each year. Dr Lauren Tucker, Founder of Do What Matters, told MarTech that inclusion comes first: “I call it ‘inclusion, equity and diversity’. Diversity is the result of inclusion and equity. Dr Tucker says that while diversity directors are great, they need to be funded and supported, and employee resource groups are often a great way to start if your business isn’t big enough for a CDO.

Carolyn Lyden,
Director of Research Content


ETA discontinuation, auto-generated remarketing lists, and audience network updates in Microsoft Advertising

As of June 30, 2022, Responsive Search Ads (RSA) will be the only type of search ad that can be created or edited in standard search campaigns, Microsoft Advertising announced in its product updates on Tuesday. October.

The ads also included reporting improvements for Microsoft Audience Ads with post-view conversions, in-market audience extensions, an open beta for auto-generated remarketing lists, several updates and extensions from Microsoft. Audience Network and more.

Why we care The abandonment of ETAs aligns Microsoft Advertising with Google Ads, making it easier for advertisers to work on both platforms without having to consider the differences between the types of search ads available. As we reported when Google first made this announcement, this move means advertisers will have less direct control over their accounts and will have to get used to working with Google and Microsoft’s machine learning, s’ they haven’t already. We recommend that you test your ETA and RSA to determine what works best before the June 30, 2022 deadline.

Read more details about the updates here.


We asked, you answered: Should Google add noindex support to the robots.txt file? Survey results

In September, Eric Enge conducted a survey on Search Engine Land to see if readers would like to have an instruction in robots.txt to mark pages for no indexing. The results are in:

In total, 84% of the 87 respondents said “yes” they would like this feature. Some of the reasons given for wanting this feature were:

  • There is no situation where I want to block crawling but have indexed pages.
  • Noindexing a large number of pages takes a long time because Google has to crawl the page to see the noindex. When we had the noindex directive, we could get faster results for clients with over-indexing issues.
  • Adding new instructions to a .txt file is much faster than getting development resources
  • Faster and less problematic site indexing blocking 🙂

Reasons to say not included:

  • The Noindex tag is quite good
  • New directives in robots.txt file are not needed
  • I don’t need it and I can’t see it working
  • Do not bother
  • Do not change

Read more here.


October 8 is the deadline for applications for the Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing.

Diversity, equity and inclusion are ongoing efforts and we must commit ourselves every day. That’s why we’re thrilled to announce Search Engine Land’s second annual Award for Advancing Diversity and Inclusion in Search Marketing to celebrate individuals or organizations making real change.

The deadline for applications is October 8, 2021.

You can nominate as many organizations or individuals as you feel deserve recognition. We ask you to highlight the specific initiatives carried out by the candidate and to include in the application form the contact of a person who can “support” this application.

Name a person or organization now.


Search Shorts: All the Goodness from the SMX Experts You May Have Missed This Year

With SMX Next coming up (check out the agenda and sign up here!), We wanted to recap some of the awesome coverage from our other events this year. Discover the tips, myths and mistakes to avoid:


What We’re Reading: Search Engine Land’s Guide to Bing SEO

Bing accounts for 26.5% of all computer searches in the United States, according to Comscore (April 2021). With the recent prevalence of working from home, people are spending more time on their desktops, which could also mean more people are now using Bing.

Bing’s ranking algorithm is dynamic. “The ranking algorithm is a massive machine learning model and it is constantly evolving,” said Frédéric Dubut, senior PM project manager, basic research and AI at Microsoft. Before incorporating the following tips into your SEO strategy, keep in mind that better rankings aren’t guaranteed just because you are optimizing for the specific factors highlighted in the Bing webmaster guidelines.

This potentially means that if everyone starts prioritizing a ranking criterion, that signal may become less indicative of relevance and Bing’s algorithm may give it less weight. Instead of choosing which ranking factors to optimize, we recommend that you cover all the bases to the best of your ability while keeping in mind how Bing treats the following search elements.

Quality and credibility. To determine the quality and credibility of a site, Bing examines factors such as the site’s reputation, author’s reputation, transparency of authorship, completeness of content, and level of speech.

In terms of the reputation of the site, “It’s really about mapping and understanding that this website is an authority for that specific area,” Fabrice Canel, senior program manager at Bing, said in an edition of Live. with Search Engine Land.

Want to keep reading? Check out the full guide here.


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About the Author

Carolyn Lyden is the Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search and analytics, she focuses on making it easier for marketers to work with important information and educational content.


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