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. 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 April 29th


AdWords Headlines are Expanded Without Sacrificing Ad Copy

Currently, Google is testing many changes in the formatting of ads appearing at the top of the search engine results page. Longer ad headlines, upwards of 80 characters, is amongst the most notable tests running. Wow! (Contributed by Technical Search Strategist Claudia Pennington)

Micro-Influencers on Instagram

More Instagram followers doesn’t actually mean more engagement. Celebrities with millions of followers have a very low engagement rate, and have an overall lower like rate. Instagram users with 1,000 to 10,000 followers have been found to have higher engagement rates of likes and comments. Small businesses and bloggers are getting more buzz around their posts than some accounts who have hundreds of thousands to millions of followers. If a company is using influencer marketing, looking for accounts with a few thousand followers looks to be the best way to gain brand awareness. (Contributed by Online PR Specialist Michelle Arnold)

Google Reverses Decision to Drop In-Depth Articles

In-Depth articles have been part of the SERPs since 2014 but for the past 17 days they were dropped. Although the search giant has not commented on why they were dropped it is suspected to have been from some sort of bug or outage with the feature. (Contributed by Online PR Specialist Anna Horn)

New Unskippable Six Second Ads Coming to YouTube

YouTube will release Bumper ads in May, which are six-second, unskippable ads sold through the AdWords auction. These ads will appear on mobile devices in combination with other YouTube ads, so users should still expect to see longer ads. These new ads will be a good way to encourage marketers to build ads with mobile in mind first. Audi Germany is one of the first brands to experiment with the ads, using two variations of the same ad as a skippable TrueView ad and Bumper ad. (Contributed by Online PR Specialist Ellen Borza)

Facebook Continues to Beat Growth Expectations

Facebook is flexing its powerhouse muscles with news that their reach has increased to 1.65 billion monthly users. In addition to profit being up nearly 200%, Mark Zuckerberg also announced that Facebook will create a new class of non-voting stock holders. This will allow Zuckerberg to pursue his philanthropic goals, such as curing all disease by the end of the century. (Contributed by Online PR Specialist Sarah Walsh)

Google Shopping Spend Continues to Skyrocket

Shopping ads are on the rise – and it’s not going to stop. Google Shopping Ads now account for over 40% of all Google paid clicks. The new Google SERP layout (removal of text ads on the right hand side) is going to allow this spend to only increase exponentially. (Contributed by PPC Manager Matt Burkarth)

Google adds Merchant Center Feed Rules

Shopping ads are easily the ad medium with the biggest opportunity for growth, but also are the hardest to manage. Many advertisers have to use third party tools to deal with managing their product feed, and those who don’t are missing out on conversions. Today Google released Merchant Center Feed Rules to help people manage their feeds much easier. These rules will help advertisers directly port Merchant center products to Shopping without missing fields or improper headers. (Contributed by Paid Search Specialist Bill Hartz)

Five Reasons Why GTIN is Your New Favorite Acronym

At this point, we’re all aware that GTINs will soon be required in Google shopping feeds. However, we’re not all aware of WHY this is so important. Basically, the more information you can provide about a product’s details, the more Google will like you because you’re providing users with more relevant information. When Google likes you, you tend to move up the SERP and get more impressions, clicks and conversions. When this happens clients are happy, users are happy, we’re happy and Google is happy…everybody’s happy! (Contributed by Paid Search Specialist Kevin Koehn)

What We’re Looking At

Photobombing Animals

Who doesn’t love a good photo break on a Friday? We know a lot of these photos have been around for a while but they are just too good to not revisit. Enjoy these cute critters and have a great week! (Contributed by Technical Search Strategist Claudia Pennington)


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