As digital marketers, we strive to be constantly up-to-date on the latest happening in the online world. We have Search Engine Optimization, Pay-Per-Click Advertising, Web Design, and more covered. Staying on top of digital news is our job and not only pushes us with our ideas and strategies but ensures our clients come out on top as well. Whether it’s a new app exploding on the scene, a Google algorithm update, or the latest behavior tracking tool we’ll review, preview, and make note of it here. So if you’ve missed checking your RSS reader or your favorite sites this week no worries. New to 2016 is our what we’re listening to section full of a podcast, song, or piece that has been in our heads all week. Check it out to find out what you should be listening to regardless of topic. Come back every Friday for a new collection of our favorites and the most noteworthy pieces from the digital news sphere.

What We’re Reading for January 15th


Facebook Ad Spend Continues to Rise

Spending on Facebook Ads rose last quarter as retailers pushed for sales during the holiday season. Overall it seems as though ad budgets rose 11% during the quarter and have been on the rise all year. The return on ad spend was much higher as well this quarter than in the past. Carousel and Dynamic Product ads were the most popular and showed the best results. All these numbers prove that Facebook is still one of the best money makers in the social world. (Contributed by Online PR Specialist Anna Horn)

Google Quietly Released Major Core Ranking Algorithm

We have been waiting for a Google Penguin update for months now and unfortunately this wasn’t that update. However, there was another mysterious core algorithm update, which was confirmed by Google. However, this falls somewhere between Panda and a general core search update. We have been monitoring rankings for our clients closely and we haven’t seen much impact. (Contributed by Director of Search Marketing Justin Emig)

Bing Ads creates new Impression Share Tool

With Bing’s new PPC tool, advertisers can now compare their domains to domains that are bidding on similar keywords. It will then give the advertiser suggestions on how they can increase bids or add keywords to better compete. (Contributed by PPC Manager Matt Burkarth)

Is Your Account Leaking money? The Importance of Query Mapping

Query mapping – the process of identifying which queries map to which ad groups and keywords – can help optimize your PPC campaigns. If you take the time to dive deep into your ad groups, you may be surprised to see money being wasted. Fortunately, query mapping allows you can take a proactive approach to optimizing your keywords and ad groups, resulting in increased ROI. (Contributed by Paid Search Specialist Kevin Koehn)

Treat Yourself: 5 Ways to Gain from Consumer Greed

Don’t think that just because the holiday season has come and gone that consumers are done spending. Gift cards, returns and resolutions mean January is still primetime for buyers. As we ogle all the new toys from CES that we’ll no doubt be buying next holiday season, here are five tips to ensure your current post-holiday marketing game plan is on point. (Contributed by Digital Campaign Lead Jasper Burwell)

What We’re Listening To

Duct Tape Marketing | Why Facebook Advertising is Great for Every Industry

With Facebook ad spend up over 11% in the last quarter of 2015, it appears that there’s no slowing down and we expect budgets to rise accordingly. Facebook ad campaigns may seem easy to set up, but on-going optimization of these campaigns is critical to better manage the budget and ensure you’re reaching the right audience. (Contributed by Technical Search Strategist Claudia Pennington)


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