Increase visibility with paid search and digital advertising
Paid search and digital advertising are also becoming increasingly popular options for organizations and businesses around the world. Alphabet Inc.'s paid search revenue grew 12.7% in 2023 and remains Google's largest source of revenue.
However, Visa's report highlights that the way search engines select and serve ads is changing, and financial institutions are no exception. Approaches need to be adapted to achieve these objectives.
Visa says AI-enabled tools like Google's P-MAX can complement keyword-based search campaigns. “Using smart bidding to optimize performance in real-time, it helps improve performance for specified conversion goals.”
Focusing on keywords is also important, and Quality Score is determined by click-through rate, page relevance, and ad relevance to the keyword.
“Furthermore, it requires an integrated and systematic approach to keywords across both SEO and search engine marketing (SEM),” adds Visa.
Google is expected to remove third-party cookies from its Chrome browser again this year, forcing financial institutions to build out first-party data collection capabilities, increase second-party data collection, and experiment with contextual and interest-based targeting. be.
Build visibility through partners and affiliates
Finally, Visa advises financial institutions to take advantage of the increasingly popular embedded financial models and build visibility through affiliates and partners.
Visa says financial institutions have a variety of options “ranging from lightweight to deep strategic partnerships.”
“As a first step, merchants should consider how to build stronger partnerships and best integrate product sales and distribution into their digital journeys. It can also be enhanced with card-on-file and top-of-wallet status.
Google: SEO Update
Google's latest Helpful Content Update (HCU) brings the pillars of branded search, internal linking, and content to the top of SEO considerations, alongside a recent core algorithm update that finished rolling out in late April 2024. moved.
This includes the Experience, Expertise, Authority, and Trustworthiness (EEAT) of content available on Google's search engine, and Google's search engine currently highly favors high-quality content. .
The move comes as Google seeks answers to address low-quality content and other manipulative practices related to spam.
Last year, Technology Magazine looked at how Google has evolved in the 25 years since its founding, from pioneering search to enabling breakthroughs in AI.
