As digital marketers, we strive to be constantly up-to-date on the latest happening in the online world. We have Search Engine Optimization, Paid Per Client Advertising, Web Design, and more covered. Knowing what is coming down the digital marketing pipeline not only helps us but our clients as well. Whether it’s the latest 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.

Our team eats, sleeps, and breathes digital marketing. Even during happy hour you’ll find us debating meta description validity or the future of wearables. We’re staying on top of what is to come to benefit not only our clients but our readers as well. So instead of scouring the internet for blogs, articles, and white papers every week, just stop by on Fridays and check out our most important finds from the week.

What We’re Reading for May 15th

Verizon jumps headfirst into ad tech buy buying AOL:

AOL is not your grandfather’s brand anymore. AOL has become a major player in ad tech, along with other media properties, including Huffington Post. Hungry to get into the ad tech space, Verizon purchased AOL this week for $4.4 billion! We feel this is going to make some seismic moves in the industry. (Contributed by Director of Search Marketing Justin Emig)

Google Map Maker is no more (for now):

Google’s Map Maker is unavailable as of May 12, 2015 due to fraudulent edits. This impacts every country temporarily until Google identifies a new way to handle spam and pranks. We hope they work fast as it’s an excellent tool to fixing local SEO problems. (Contributed by Technical Search Strategist Claudia Pennington)

Bing cozies up to mobile devices:

Bing will release algorithm changes over the next several months that signal “mobile friendly” websites. Due to the slower, customer-centered approach, the change won’t likely result in a second “Mobilegeddon.” (Contributed by Technical Search Strategist Claudia Pennington)

Google testing “Value Alert” on PLA’s:

Spotted by someone from CommerceHub last week a value alert was displayed below the store name for a product on the PLA. Although the product did not have the lowest price, it did have a sizable discount of 52%. Another note is that the advertiser is a trusted store but not much more about specifications. (Contributed by Sr. Client Strategist Jason Hershey)

Bing launches a new Campaign Planner tool:

Users are allowed to do more in-depth paid search campaign research through the new tool. Allowing advertisers to select a target audience and and view specific metrics including search volume, average CPC and device performance. Another feature includes the ability to look at ad coverage and average position for the closest 10 competitors. (Contributed by Sr. Client Strategist Jason Hershey)

Twitter takes a new advertising approach:

Rather than traditional, force-fed content, Twitter plans to make money on Vine and Periscope through its talent, at least for now. Twitter recently acquired Niche, a company that connects brands with social media creators. One example would be connecting Vine star Nash Grier, who has a following of 11.6 million people, with MTV to promote Teen Wolf. (Contributed by Jr Online PR Specialist Ellen Borza)

Buy food from Google’s SERP:

Google has partnered with six companies to serve users the ability to place takeout and delivery orders from the SERP. Delivery will be done through Grubhub and Businesses interested in taking advantage of this feature simply enable it in Google’s My Business dashboard if they are already partnered with said delivery companies. Order’s up! (Contributed by Technical Search Strategist Claudia Pennington and Sr. Client Strategist Jason Hershey)

Google grants about 40% of Right to be Forgotten requests in the UK:

In the past 12 months since the government ordered program went live Google has received over 253,000 requests concerning URLs. These include anything from links to embarrassing content to stories about crimes that were eventually overturned. Facebook, Google+, and Youtube are the most requested sites. It will be interesting to see how this continues as the EU battles to apply the ruling worldwide. (Contributed by Sr. Client Strategist Jason Hershey)

100% Ad viewability? Two firms say yes:

With measuring the reach that digital ads actually enjoy a top priority for many digital marketers, two media firms are taking steps to GUARANTEE 100% of ad impressions are seen. This is massive as there has been significant data to show that ad viewability is about half of that. (Contributed by Director of Search Marketing Justin Emig)

Glidden hopes people will watch paint dry on Periscope:

With more and more brands looking for the shiny, new toy, paint company Glidden is live streaming a wall drying and offering $3k to someone who engages them with a tweet. We feel this is a new level of boredom to actually watch paint dry. (Contributed by Director of Search Marketing Justin Emig)

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