Digital Marketing Roundup – May 2019

SocialB Digital Marketing Blog Last modified: 07 Jun 2019 by Paul Hogg
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What Happened?

  • Google Rolled Out New Mobile SERP Design – read
  • Instagram Test Removing “Likes” – read
  • Changes at Google Marketing Live 2019 – read
  • Sponsored Content Ad History Now Appears On LinkedIn Company Pages- read

Google Rolled Out New Mobile SERP Design

You may have noticed some changes to Google search results on mobile, including a new design for text ads and organic listings.

The green ‘Ad’ notice has been replaced by a black one without a border, the display URL has moved to the top, the grey divider line between title and description has disappeared, and favicons have been added to the top left of each listing.

Why This Is Significant

  1. Ads are almost indistinguishable from organic listings now, so expect mobile organic CTR to decrease and mobile paid search CTR to increase.
  2. Any websites without a favicon will miss out on having their brand visually displayed in SERPs.

Instagram Test Removing Likes

Instagram has admitted to using an “internal prototype” to explore new ways of reducing pressure on the platform.

“We want your followers to focus on what you share, not how many likes your posts get,” Instagram says. “During this test, only the person who shares a post will see the total number of likes it gets.”

Instagram is making the move in an attempt to combat bullying on the platform, and also to try and shift focus away from how many likes a post gets, and on to the quality of the post. With many users deleting a post for not getting enough likes, perhaps this will increase overall content being posted to, and remaining on, the platform.

But what does this mean for influencer marketers? Instagram is one of the most popular platforms for this kind of marketing and losing that all important like count could be a big deal. Time will tell how this change will affect the industry, but we’re sure that thanks to the hard work of all the influencer marketing agencies out there, it won’t be much of an issue.

Changes at Google Marketing Live 2019

Google’s annual marketing event took place in May where they unveiled a bunch of new updates to Google Ads and other marketing platforms. The event is an opportunity for Google to inform advertisers on the products and features they will be rolling out in the coming year. Here’s some of the highlights:

  1. Discovery Ads – Google launched Google Discover last year and they’ve now announced a Discovery Ads, a way to get in front of consumers with a swipeable image carousel. The ads can be served on the YouTube home feed, Gmail promotions tab and the feed in Google Discover. Learn more.
  2. Smart Bidding Improvements – Google announced 3 new updates to smart bidding. The first is the ability to set campaign level conversion goals, meaning you can optimise your bids for a single conversion goal. The second is conversion action sets, meaning you can optimise bids across several campaigns. And finally, seasonality adjustments, which means you can optimise your bids for a certain time frame, for example a sale period, and then return them to normal afterwards.
  3. YouTube bumper ads for all – Google has announced the launch of the bumper machine, which will allow advertisers to cut down videos into 30-second bumper ads, all through the Google Ads interface. This will be a great tool for those businesses with longer videos wanting to jump on the bumper advert format within YouTube.

You can find out more about all of the changes here and keep an eye out for them to be rolled out later this year.

Sponsored Content Ad History Now Appears On LinkedIn Company Pages

Users can now see an Ads tab for company Pages on LinkedIn, this is similar to the Info & Ads tab for pages on Facebook and it will list all of the Sponsored Content ads that a company has run during the last six months.

This adds an extra layer of transparency for users of the platform. It offers more insight into advertising practices and an extra measure of security for anyone who uses the platform a lot – this will help to build more trust in LinkedIn as a platform and along with that attract more users.

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