Good morning, the sponsored products landscape just got a bit more interesting.

Microsoft has acquired New York-based PromoteIQ, a platform that enables brands to run sponsored product ads on retailers’ e-commerce sites. Kroger, Kohl’s and Office Depot are among the retailers already signed on to have PromoteIQ manage their sponsored ads programs. Advertisers running ads through the platform include P&G, Kraft, Sony, HP and Unilever. HookLogic had offered a similar program before being acquired by Criteo a few years ago for a reported $250 million. Terms of the PromoteIQ deal have not been disclosed.

Advertisers can already run product ads on, of course, but the PromoteIQ offering will give Microsoft Advertising a broader footprint across a network of large retailers, expand advertiser reach and scale to compete better with Google, Walmart and Amazon’s sponsored products programs. Advertisers can track product views and sales from the PromoteIQ analytics dashboard. 

Beyond advertising, the retail vertical is an area of focus for Microsoft. Rik van der Kooi, corporate vice president of Microsoft Advertising, said with this acquisition, “we can enable retailers with a portfolio of technology solutions to modernize their e-commerce platforms and maximize their monetization opportunity.” The PromoteIQ brand will continue as a division of Microsoft Advertising. 

In his latest video interview, Search Engine Land’s Barry Schwartz sat down with Senior Partner, Head of SEO at Catalyst, Paul Shapiro to chat technical SEO, natural language processing and SEO testing. “We deal with a lot of uncertainty in SEO,” said Paul, and “reliance on best practices isn’t always the best course of action. It behooves us to actually test things.” Watch the full interview here.

Read on for a Pro Tip on optimizing for Amazon, Search Shorts and more. 

Ginny Marvin

Pro Tip

Product images and detailed descriptions matter a lot on Amazon

“Amazon has a large impact on how an increasing percentage of the population makes purchases and almost half of all retail sales revenue in the U.S. To have a good presence throughout the Amazon environment, you’ll need to bring many different teams together,” explains Michelle Morgan of Clix Marketing in her recap of an SMX Advanced presentation by Merkle’s Danielle Waller. “Waller discussed all the assets a brand has at their disposal including product detail pages, enhanced brand content and stores. The key things to focus on with Amazon are solid imagery with multiple different angles and coverage for all variants, highlighting the key attributes in the title and outlining all attributes in the full description.”

Read More »


Guide to Call Analytics Software

Sponsored by Digital Marketing Depot

Learn the benefits of using a call analytics platform and compare top vendors. This guide from MarTech Today examines the market for call analytics software, plus the latest trends, opportunities and challenges. Also included are profiles of 13 leading vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Read More »

Search Shorts

Word count is not a Google ranking factor?

Word count. Google’s John Mueller said in a Reddit thread that word count is not a ranking factor. I bet some SEOs would argue with this one…

I am who I am. Danny Sullivan said on Twitter that, “The Danny Sullivan before he joined Google is Danny Sullivan. I didn’t suddenly lose two decades of how I think. Kind of sad that’s the assumption.”

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