What we are Reading in Digital Marketing this Week (03-25)
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 March 25th
Bing Ads testing Social Extensions: Link search ads to Facebook, Twitter, Instagram, Tumblr
Bing steps up the game with ad extensions for social media accounts. Currently, Google lacks the ability to add social media accounts as extensions; social media accounts may be in the Knowledge Graph, but there is no guarantee. (Contributed by Technical Search Strategist Claudia Pennington)
Twitter Turns 10 Years Old
The social network that has become the destination for real time news, celebrity gossip, sports banter, and the occasional conversation with your favorite celebrity is turning 10. Being the social network that I enjoy the most, I am excited at the next 10 years of Twitter. Just think of the evolution of Twitter over 10 years, amazing. (Contributed by Director of Search Marketing Justin Emig)
Why Retailers Absolutely Must Segment Product Listing Ads (PLAS) for Query Intent
Google Shopping represents possibly the biggest area of online advertising growth, and everyone is rushing to understand the best way to segment their shopping feed for optimal performance. Within a shopping feed, an ad group is the lowest level to modify bids, and Google suggests you break your products up into sensible categories. The new school of thought is that shopping campaigns should be broken into “Query Intent” ad groups, to allow you to modify your bids based on how likely they are to convert. Deep layers of negative keywords could allow you to bid higher for long tail keywords, as they likely represent a higher conversion rate once they land on your site. (Contributed by Paid Search Specialist Bill Hartz)
Instagram’s Algorithm Might Not Be As Bad As You Think
In response to Instagram’s announcement that they will now be utilizing an algorithm to deliver relevant posts to users, users have had a variety of positive and negative responses (including petitions against the change). Social Media Today dives into why Instagram using an algorithm isn’t as bad as some might initially think with examples of success from Facebook, Twitter, and Amazon. (Contributed by Online PR Specialist Sarah Walsh)
WTF Are Hedonic Shoppers and Why Should You Care?
According to the Baymard Institute 67.89% of online shopping carts are abandoned before a purchase is made. A number of online retailers see cart abandons as a weakness in the structure of the site or the checkout process. However, there are several different types of users and each is driven by a different need or desire. Better matching a products message to a consumer type can often improve conversions much more than changing the color of the cart checkout button. (Contributed by Digital Campaign Lead Jasper Burwell)
Bing Shuts Down AI Twitter
The Twitter account began by Microsoft Technology and Research along with Bing teams is an A.I. project created to conduct research on conversations. The bot, named Tay, is able to perform tasks like telling joes or offering comments. People quickly found that the bot would repeat back racists comments and give horribly racist thoughts. Microsoft has since pulled the tweets and Tay offline and are making adjustments. I’m personally, not sure why they felt this was necessary, there are easier ways to create a bot to mimic the 90s nostalgia of SmarterChild. (Contributed by Online PR Specialist Anna Horn)
What We’re Listening To
I’ve been slowly listening to episodes of Flash Forward and have found them incredibly interesting. Each show covers a different “What if?” situation. Showcasing how our attitudes would change, where we might go, and what inventions would come from it. This episode explores the idea of if everyone had face blindness and was unable to recognize friends via their faces. (Contributed by Online PR Specialist Anna Horn)
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