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Diversity and Impartiality Are Emphasized in Google’s Search Quality Guidelines Update

author image Written by: Nicole McCormick           Categories - In The News

Google Instructs Raters to Avoid Personal Bias and Consider User Diversity

For the third time this year, Google has released a new set of updates to its search quality evaluator guidelines, this time to emphasize diversity and impartiality. The changes were less significant than previous ones, but indicate a changing way of thinking, and reinforce the importance of maintaining a non-bias and understanding diversity when it comes to rating search results.

So, What Are Rater Guidelines and What Do These New Changes Mean?

The Google Search Quality Rater Guideline is a handbook of criteria used by Google’s search quality team to evaluate the quality of the sites that come up in search results. Essentially, these guidelines instruct Google’s raters on how to make their assessments when it comes to site quality. According to Google, the new updates to these guidelines reflect the complex nature of certain queries and inadvertent bias when it comes to rating sites. “Different types of searches need very different types of search results,” stated Google in the updates guidelines. Snippet from Google rater guidelines Source: Search Engine Land

So, What Exactly Has Changed?

Here are the new guidelines that have been added:

  1. Removing Rater Bias

In the new guidelines, evaluators were told that their ratings “should not be based on personal opinions, preferences, religious beliefs, or political views,” unless their rating task indicates otherwise. Raters were also advised to ‘Always use your best judgement and represent the cultural standards and norms of your rating locale.”

  1. New Definitions

The terms “search engine” and “user” were also added to the ‘Definitions’ section. Within these guidelines, the term user has been defined by Google as a person trying to find information or accomplish a task on the internet. “Keep in mind that users are people from all over the world: people of all ages, genders, races, religions, political affiliations, etc.,” said Google. Another interesting takeaway is that the term “people” has been replaced by “user” in certain contexts. Section of new Google rater guidelines Source: Search Engine Land

  1. Diversity and Political Affiliations

The importance of understanding the diverse cultural and political backgrounds of users was further emphasized later in the guidelines, particularly when it comes to reporting offensive content. “Remember that people of all ages, genders, races, religions, and political affiliations use search engines for a variety of needs. One especially important user need is exploring subjects that may be difficult to discuss in person. For example, some people may hesitate to ask what racial slurs mean. People may also want to understand why certain racially offensive statements are made. Giving users access to resources that help them understand racism, hatred, and other sensitive topics is beneficial to society,” said Google. So, there you have it. While these changes may not have been as extensive as previous updates, these updates could be an indication of more things to come, and possibly even an upcoming algorithm change.

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

Smart Campaigns Will Be Gone For Good Soon

07/22/2022

Google began rolling out automatic updates to convert Smart Shopping campaigns to Performance Max – Search Engine Land reports.

For most users, the updates will finish rolling out in two months. They will receive a notification around 2 or 3 weeks before the updates take effect. They will also be notified of the specific date when the campaigns will be converted. However, some Smart Shopping campaigns, like the ones using vehicle ads, will be completed early next year.

Read More: Google Updated Performance Max Campaigns

Don’t Wait For Google

You don’t have to wait for Google to do this for you. Actually, you shouldn’t – take this into your own hands and have more control over the settings of your campaigns.

If you want to update campaigns on your own, because you’re smart, strong, and pretty – you can do that by using the ‘one click’ upgrade tool.

Whether your campaigns are automatically- or self-upgraded with the tool, all the history and learnings from your previous Smart Shopping Campaigns, along with its settings are automatically transferred over to your new Performance Max campaigns.

Read More: Google Performance Max Getting 7 New Updates

New Ad Creation Tools

Google also launched three new ad creation tools which could help drive better results, especially on YouTube:

  • Asset Storage
  • Video Ad Templates
  • Voice-over Audio

These new tools should help advertising teams out there create and collaborate on campaigns without leaving the ads platform.

Read More: Discovery Ad Users Get Four New Features

Read More: Data-driven Attribution Becomes The Default?

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Google Updated Performance Max Campaigns

04/28/2022

Performance Max campaigns in Google Ads have been updated with three new features, Google announced earlier this week. Among the additions are New customer acquisition goals, new Performance Max insights reports, and a one-click upgrade tool for Smart Shopping. Let’s dig right in and see how these features can help drive your business!

Read More: Four New Shopping Campaign Features Added To Google

New Customer Acquisition Goals

You can now use your data to help Google identify (and target) new customers with PMax campaigns. This feature should help you identify who’s a new sure, who’s an old one, which will definitely help with the strategy. There are a few options available:

  • Customer Match Lists – When first-party data is uploaded (name, email, phone, country, postal code), Google gives a match rate that shows how many of your customers have a matching Google account that can be used for targeting. Much cooler than third-party cookies, eh?
  • Conversion Tags – using them might help the new feature cut out people that aren’t new
  • Google’s Autodetection Method – Besides the previously seen Google detected purchase conversion tracking in Smart Shopping, Performance Max also has new machine learning models that predict whether a user is a new customer or an existing customer.

Performance Max Insights Reports

Photo source: support.google.com

If you’re looking for more information on campaign performance, you will be pleased with this new feature. There are two new additions to the insights page:

  • Asset Audience Insights – this will tell you how text, images and videos ‘resonate with specific customer segments’. That means you will be able to see what your customers engage more with, with what content.  Using those insights, you can customize your marketing strategy!
  • Diagnostic Insights – these insights will show you all the issues that might prevent your ads from showing. It will also give you some suggestions on how to fix it.
Read More: Smart Campaigns Will Be Gone For Good Soon

One-click Upgrade Tool For Smart Shopping

This will begin rolling out soon, Google said, and Smart Shopping and Local campaigns will no longer exist. You’ll get notified when the tool becomes available and after you upgrade it, a new Performance Max campaign will be generated and keep the information from previous campaigns.

Here’s how to upgrade:

 

Why Is This Important?

You already know that tracking everything is the key to success. Well, one of the keys. These additional insights will not only help you keep track of your customers’ engagement and preferences, but will help you develop and customize your marketing strategy. Like it or not, Performance Max is alive and kicking and adapting to it sounds like the smartest choice.

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