SearchCap: Offline call data, AdWords budget creep & AMP fire hose

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

• Allstate: offline call data improved SEM performance and the customer experience
  Oct 3, 2016 by Greg Sterling

  Company generated increase in quality calls and lowered customer acquisition costs.

• 3 mysterious and scary ways AdWords budget creep can happen to you
  Oct 3, 2016 by Pauline Jakober

  Are you feeling spooked by a mysterious rise in ad spend? Columnist Pauline Jakober takes a look at what you can do in AdWords to solve the mystery.

• How mobile has changed the way we search, based on 10+ years of eye-tracking studies
  Oct 3, 2016 by Kristi Kellogg

  How has the rise of mobile changed the way people view Google SERPs? Contributor Kristi Kellogg summarizes a session from SMX East in which Mediative’s Chris Pinkerton discusses the results of eye-tracking studies.

• Google opens the AMP fire hose
  Oct 3, 2016 by Barb Palser

  Columnist Barb Palser believes that the broad surfacing of AMP content in mobile search will expose a universe of AMP content that’s been hidden from view.

Recent Headlines From MarTech, Our Sister Site Dedicated To Internet Marketing:

• Authority & link building with real-time Penguin
• The myth of the duplicate content penalty
• Yext literally helps drive customers to stores with ‘Ride with Uber’ integration
• Prepping SEO for 2017: it’s all about the ROI
• Learn to measure Account-Based Marketing
• Why call tracking helps improve PPC lead generation account performance
• Facebook’s Marketplace gets the mobile home tab that was supposed to go to Live
• What you didn’t know about recent Quality Score changes
• Facebook’s Craigslist-style Marketplace isn’t open to brands, Page owners
• The martech lowdown: 2016 trends in review and a look at our bright future
• What brands should know about Facebook’s new and upcoming average watch time metrics
• Demandbase adds AI-powered DemandGraph to generate lists of targeted accounts
• Tackling social media myths
• MarTech Today: Gmail’s support for responsive design, PullString’s intelligent conversation platform & more
• A CMO’s View: How The Palace’s email marketing brings Detroit Pistons fans home
• Clinton wins Grubhub presidential ‘debate’ as diners cast votes with special discount codes
• How the newest Adobe-Microsoft partnership resembles ‘Jerry Maguire’

Search News From Around The Web:

Industry

• Looking Back on SMX East 2016, Overit

Link Building

• Google Says Directories Often Not The Right Way To Build Links, Search Engine Roundtable

Local & Maps

• A Summary of Recent Local Pack Tests, Mike Blumenthal
• Google Showing Blue Pins in Local 3-Pack to Mark Higher Relevancy, www.thesempost.com
• Google Showing Related Category Carousels for Local Brand Queries, www.localseoguide.com

SEM / Paid Search

• Academy for Ads: On-The-Go Training for Google’s Ad Products, smallbusiness.googleblog.com
• Cross-Device Retargeting Strategies in a Post-Cookie SEM World, aimClear
• Google Testing Grey Icons in Google AdWords Mobile Ads, www.thesempost.com
• How Excel Can Do Your UTM Term Tagging For You, www.clixmarketing.com
• Using Google Analytics To Power AdWords Campaigns, PPC Hero

SEO

• Penguin 4.0 Recovery Case Studies, Marie Haynes Consulting
• The Future of SEO: Lessons from Rand Fishkin and Sarah Bird, www.inc.com
• 12% Said They Saw Ranking Improvements After Google Penguin 4.0, Search Engine Roundtable
• Most SEOs Are No Better than a Coin-Flip at Predicting Which Page Will Rank Better. Can You?, moz.com
• SEO: Reclaiming Links to Deleted Pages, Practical E-Commerce
• The Google History from an SEO Consultants Perspective, www.brianchappell.com
• Why Authority Matters to SEO, Stone Temple