Good morning, let the manager account access purging begin. 

If your list of “users that count toward the Partners certification requirement” has clients, accountants and others who aren’t actually managing campaigns and aren’t likely to take a Google Ads certification test, you’re not alone. The response to Google’s new requirements to qualify for Partner status has been one of concern — to put a milquetoast spin on it. But it’s the need to have at least half of the eligible users in your manager account pass Google Ads certifications that rattled a lot of people after they looked at their user lists. 

Google has added some further explanation around eligible user counts, including reviewing who has Admin or Standard level access, but the requirement is sticking. You can bet there are going to be thousands of legacy and inactive users kicked out of accounts over the next few months. 

Note that giving people read-only or email-only access is another way to still give people some access without having them count toward your eligible user count. 

Keep reading for Andrew Garberson’s Soapbox thoughts on the future of tracking and analytics and much more.  

Ginny Marvin,
Editor-in-Chief

 
 
 
Soapbox
 

Tracking and analytics: Where do we go from here?

2020 Path A: Lack of clarity leads to little change from search marketers. This outcome seemed like a real possibility in the first week of January as California enacted CCPA while enforcement deadlines got delayed. It was not yet clear what enforcement would look like later in the year and it appeared, despite big promises, that tomorrow would look a lot like today. This path looked less likely after the second week of January. That leads us to the next section.

2020 Path B: Compounding tracking limitations keep marketers on their heels. Already in 2020 we have seen CCPA take effect, Chrome put cookies on notice, stocks for companies that rely on third-party cookies tumble, and the sacrifice of data providers that threatened consumer trust. And that’s just January.

2020 Path C: Correction as consumer fear eases in response to industry action. The backlash to tracking and privacy is a reaction to imbalance. Consumers are protecting their data, politicians are protecting their constituents, and platforms are protecting their profits. As difficult as it is to see from our vantage point today, it’s most likely that these imbalances will normalize as stakeholders feel safe. The question is how long it will take and how many counter adjustments are required in the wake of over or under correcting.

As digital marketers, who in some ways represent both the consumers with whom we identify and the platforms with whom we depend, are in a unique position to expedite the correction and return to balance.

Andrew Garberson is SVP of marketing services at Bounteous

 

The seven elements of a high-converting landing page

This guide from SharpSpring is written for any marketer looking to initiate or improve their landing page strategy. It will guide you through everything you need to know to allow you to create and optimize landing pages for your website. Download your copy to discover the seven elements of a high-converting landing page and get tips on testing and optimization.

Read more »

 
Search Shorts
 

Deleted review notifications via Google My Business

Deleting Google reviews. Google may now email you when reviews are deleted from your Google business listing.

Dublin Core Schema. No, Google doesn’t care about the Dublin Core Schema, implies Google’s John Mueller.

Block Googlebot with htaccess. John Mueller of Google said sure, you can block Googlebot through htaccess, but it’s fine to limit Googlebot’s access using the appropriate HTTP response codes or a noindex robots meta tag – even if users are able to go there. Without robots.txt, we’d just crawl those URLs (and not index them). But if that’s ok with you, that’s fine.

 

Search marketing training this week in San Jose

Join us this week at SMX West, February 19-20, for actionable SEO, SEM/PPC, and Digital Commerce Marketing tactics (three lanes, no limits!) and invaluable networking with a community of smart, friendly marketers.

Secure your pass now! »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Chrome 81: Near Field Communications, Augmented Reality, and More – Chromium Blog

Ecommerce SEO Checklist: Our Comprehensive Guide – Go Fish Digital

Get the reach of TV and the relevance of digital with Display & Video 360 – Google Blog

Google My Business Email Notifications For Deletion Of Reviews – Search Engine Roundtable

How to Get Your Web Developer on Board with SEO [Bonus PDF] – Whiteboard Friday – Moz

How To Make $319,194.92 a Year Doing Blackhat SEO (If You Have a Time Machine) – LinkedIn

Protect your account with two-step verification – Microsoft Advertising

SEO for AMP Stories – The AMP Blog

The Top PPC Automation Trends to Expect in 2020 – Metric Theory

Yandex Announces Fourth Quarter and Full-Year 2019 Financial Results – Yandex

Zillow’s new search tool helps find housing for those in need – Engadget