What we are Reading in Digital Marketing this Week (01-08)
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.
After a few weeks off due to Christmas and New Year’s we’re back a fresh edition of your weekly Friday round-up of what’s happening in digital marketing. Today, like every week, we will break down the top stories from the week and what you need to know. 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 8th
Google Search Console Analytics Report Now Shows App Install Button Data
On Dec. 21, 2015, Google announced a new feature within the Google Search Console. You can now see in the Search Analytics report a new report for “search appearance” that shows your app install button clicks. Google will sometimes show mobile users an app install button in search results. Now, Google will show you how many people are clicking on that button and let you segment the data by keyword, country and other filters. It doesn’t show who completed the download of the app, but rather those who clicked on the install button in the search results. (Contributed by Sr. Client Strategist Jason Hershey)
Twitter May Be Upping Character Limit From 140 to 10,000
However, it appears that only 140 characters will be displayed in a user’s timeline; longer tweets will likely be appended with a “read more” call to action. Additionally, there will be a limit on how many other users can be added to a tweet. (Contributed by Technical Search Strategist Claudia Pennington)
Yahoo Begins Cutting Back
Earlier this week Yahoo shut down Yahoo Screens their video service with original content and syndicated programming. Now it seems as though they will be laying off up to 1,000 staff members in an effort to cut costs. It is sounding as if there are plenty of internal struggles going on at the company and these are only the beginning of changes. (Contributed by Online PR Specialist Anna Horn)
Location Marketing in 2016
This informative read is good for any marketer as it explains the have tos for local marketing in 2016. A few key points made are that NAP information is more important than ever, Google is adding different local features, and beacon usage is growing. All-in-all taking care of local search is incredibly important before moving on to bigger ideas and this article is a needed reminder of it’s importance. (Contributed by Online PR Specialist Anna Horn)
Snapchat Developing API for Advertising
Reports from Digiday suggest that Snapchat is developing an API. This will allow ecommerce businesses to add call to actions, turning Snapchat into a buying platform along with the likes of Facebook, Twitter, and now Instagram. Snapchat’s first ad appeared over a year ago, and all advertising since then has been through direct communication with brands. It could be up to a year before we see any signs of Snapchat’s API launch. (Contributed by Online PR Specialist Ellen Borza)
Bing Now Powers AOL Search
Bing has officially take over ads on AOL search results from Google. Announced in June 2015, this 10 year deal is now in effect globally. This new contract takes Bing close to 1/3 of all US computer web searches. (Contributed by Paid Search Specialist Bill Hartz)
3 PPC Trends and Tactics you can’t Ignore in 2016
Things are always changing in paid search, and that’s going to be the case in 2016. There are three things to consider to stay ahead of the curve in 2016. 1. Ad messaging strategy – ad extensions provide a great opportunity to convey your message in a different way compared to the previous 95 character limit. Take advantage of this. 2. Video ads are becoming more and more important to include in your digital marketing strategy. 3. Harness the power of Remarketing Lists for Search Ads (RLSA) to reconnect with previous visitors on the Search Network who are searching for products and service similar to what you offer. (Contributed by Paid Search Specialist Kevin Koehn)
Instagram Advertising: What’s Working?
In 2015, Instagram saw a terrific increase in the success of their advertising methods showing slightly better numbers than Facebook. There are 3 tips if you are thinking about posting and Insta ad. 1. Lighting and Detail – Instagram allows you to feature high-quality images and that needs to be taken advantage of by posting high-contrast and bold images in natural lighting. 2. Delicate Branding – It is tempting to throw up your logo in a picture that is featuring your product, but the key is making it look natural. 3. Minimal Text – If text is going to be shown in the picture, follow the 20% rule where only 1/5 of the picture space will contain text. (Contributed by Jr. Online PR Specialist Angalena Malavenda)
Jelly is Back. Will users follow?
Last year, Twitter co-founder Biz Stone launched Jelly, a Q&A social network in which you ask your friends what something is, and they respond to you with the answer. Many consider the launch a failure, but Biz is back to focusing on Jelly. This network is unlike everything else out there, but is very niche. Will it succeed or flop again? (Contributed by Director of Search Marketing Justin Emig)
A Guide to Setting Up Your First Instagram Ad Campaign
Instagram ads are not just for big brands anymore. If you maintain a Facebook page for your business (and preferably an Instagram account as well), you can now create ad campaigns for Instagram using Facebook’s Power Editor. This image-based social platform offers enormous potential to engage target audiences within a variety industries — most notably, the fashion, entertainment, food, and consumer goods markets. check out the complete tutorial from Adomas Baltagalvis to get your first Instagram ad up and running. (Contributed by Online PR Specialist Emily Long)
What We’re Listening To
If you don’t know Frank and Sadie Doyle then your life is missing something. These married mediums live high above Park Avenue in a penthouse and happen to be able to ghosts among other things. As part of the Thrilling Adventure Hour, an old school radio style podcast, these two have crazy adventures beyond belief. This episode had me crying from laughter and included some of my favorite running jokes on the show. (Contributed by Online PR Specialist Anna Horn)
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