1. SEOs (& All Companies) Need to Make Everything Mobile-Friendly. Right Now.
Google made a big announcement in November that they are starting to consider mobile rankings as more relevant than desktop rankings. Google says that the majority of their searches now come from mobile so they need to make sure their algorithm mirrors the trend. From Google’s recent blog post: “To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.” This means that non-mobile friendly sites are going to start being penalized in search engine results. This also means that if your site is not mobile-friendly, it’s time to call your local Search Engine Optimizer because your number one priority in 2017 is to make your site speedy and mobile-friendly. You can check how mobile-friendly your site is here: testmysite.thinkwithgoogle.com and they will even send you a detailed report on how to fix any mobile compatibility issues you may have.
2. *Dense Content* Is Now Essential to Cut Through the Content Noise on Social Platforms
Holy overload of information, Batman! As we become more and more like the characters tied to their tech in the creepy yet mesmerizing Netflix series Black Mirror, we continue to post more (as do publishers and businesses) and in return, we have way more to filter through in our newsfeeds. Facebook changed its algorithm this summer to reduce the amount of publisher content that shows up in news feeds so we can see our “friends” stories more often and is currently taking aim at fake news on their streams. Even so, our attention spans keep getting shorter and we need to be bolder and more concise to stand out in an ever-growing ocean of white noise. In response, marketers should realize that dense content is necessary, making every line and every word count.
3. Live Video Streaming May Be a Way to Cut Through The Noise (Until It Isn’t)
Do you want to know what’s happening IRL, right now? Facebook has been pushing their live technology for months with some success, including the first Presidential debate of the season, and since most people have faster Internet and crave in-the-moment content, more and more apps and platforms will also push “live streaming”. Facebook also just announced this week that Two-Person Broadcasting is also coming to Facebook Live. The updated version, which will go live later this summer starting with verified Pages, will now allow for two people in different locations to share a live broadcast. Live been on the upward tick for a couple of years and it will only continue to be utilized in 2017. Will you be live?
4. Mobile May Win in 2017 But Video Ads Will Be Close Behind
Not only do you need to consider going “live”, you should also up your video advertising game. As we get used to more and more live videos in our Facebook feed and Instagram Stories this year, video advertising is expected to amass $13.5 billion in revenue in 2017 – almost double its projected revenue from 2016. If you’re not ready to fully immerse yourself in video advertising, at least make an effort to learn how to use some of Facebook’s video features in the new year. It’s a tool that can help massively increase your social media reach and is well worth the investment. Google also just made Video campaign management easier with AdWords Scripts. They announced on Tuesday that they’re rolling out AdWords scripts support for TrueView and six-second bumper ad which means you’ll be able to programmatically create and manage video ad groups, targeting and other campaign features alongside your Search, Display and Shopping campaigns. The new script support is available for standard YouTube ad campaign types like TrueView in-stream, TrueView discovery and bumper ads – and they’re hoping to eventually expand functionality to additional campaign types like shopping. Check out The Latest YouTube Stats on When, Where, and What People Watch from Think with Google.
5. All Google Ads Will Soon Be Expanded Text Ads.
This isn’t a prediction as much as it is a reality. We’ve been talking about Expanded Text ads for months and your deadline is officially approaching. As of January 31, 2017, AdWords will no longer support standard ads so you will not be able to edit or create standard ads but they will continue to exist alongside the new ads (until Google pulls them at some point in the future). Any ads created after that date must use the expanded ad format. You can read my post on how to easily update your current stand ads to expanded ads and how to optimize them in the new format: http://bit.ly/2cfdU0m
6. Bonus Prediction: The Tech Bubble will Pop Again (We Predict 2018).
Our founder Ted Kozlowski started his career in Silicon Valley and if you’ve ever wondered how insane the start-up industry is, check out this great new book, Disrupted: My Misadventure in the Start-Up Bubble, by Dan Lyons, who’s a writer for HBO’s Silicon Valley and who is brutally honest about his time at Hubspot (marketing automation software startup) as a “beached white whale” in an overly upbeat, frat/cult-like work environment.
There have been a lot of announcements coming from Google regarding AdWords this spring and summer but what’s really going on? Here’s a highlight of the new features that will affect your campaigns now.
1) Expanded Text Ads: Google’s new ads are now 47% bigger which means there’s more room for essential information and they’re performing way better than standard text ads are. Google rolled these out to appeal to the mobile users but they’re performing well in both mobile and desktop searches. Here’s how the new character limits break down:
- Headline: Going from one 25 character line to two 30 character headlines (FYI, Headline One is more important in generating clicks than Headline Two)
- Description line: Going from two 35 character lines to one consolidated 80 character line, take advantage of the new space
- Customizable URL paths – Your Display URL will be automatically updated from your final URL with options for you to pick relevant URL paths
According to Google’s blog: “The shift to mobile is no longer a change on the horizon. It’s here. Every year, there are trillions of searches on Google and over half of those searches happen on mobile. And across the millions of websites using Google Analytics today, we’re seeing more than half of all web traffic now coming from smartphones and tablets.” This is the main basis behind the first change to the ad text structure in 15+ years and you’d better jump on getting your ads updated. As I mentioned earlier, they’re performing way better and starting October 26th, 2016, AdWords will no longer support the creation or editing of standard text ads. Existing standard text ads will continue to serve (we don’t know how for sure how long they will be served) and new text ads generated after that date must use the expanded text ad format.
2) What else is new? Price Extensions for Mobile.
Google has a plethora of extensions for search ads and they greatly help to convert visitors as they offer the most relevant information a
user is looking for. We have always been a fan of location, sitelinks, reviews, and others and now mobile advertisers have the options to feature price extensions. The new options for price extensions are flexible and easily adjustable. Google says the new price extensions are:
Easily updated. Change your item names and description whenever you want, keeping them up-to-date for sales and special offers. And good news—you can edit your price extensions without resetting their performance statistics.
Flexible and customizable. You can add price extensions to an account, campaign, or ad group, depending on which ads you want them to show with. You can also specify the dates, days of the week, or times of day your price extensions are eligible to show.
Be sure that your extensions line up with your landing pages so when your mobile visitor clicks on the “Women’s haircut – shampoo and style – From $70” takes the visitor to the corresponding landing page. Since they already made the choice from the extension, leading them anywhere else would create a frustrating user experience.
Learn more about all the AdWords extension options.
3) Google Maps to Feature Local Search Ads & Promoted Pins
Google Maps is wildly popular and Google AdWords users are currently able to use location extensions to promote their businesses on
the desktop and mobile version of Google Maps. Users searching on the desktop version of Google Maps will see Google Maps ads in the Local Finder above all other map results, this time with purple ad labels. The map also will note these locations with purple pins. These “promoted pins” will make it easier for advertisers to advertise in-store promotions and users can check out what is available at their local store. These map ads may also feature a Call button, Directions button, store hours, and customer reviews.
Google Maps has over a billion users and it accounts for nearly a third of Google’s mobile traffic. To get your ads on Google Maps, login to your AdWords account, pick the campaign you want, click down to Location Extensions and look for Google My Business under your Account extension.When your Google My Business account is synced with AdWords, any text ad in your account is eligible to show your local business information. You can also set up filters to assign addresses to particular campaigns or ad groups. This syncing process gets tricky when you have different accounts for AdWords & Google My Business or if someone else manages one of your accounts, etc. For more information about how to sync your accounts and set up your Ads on Google Maps, check out this step-by-step instruction for Local Search Ads on Google Maps.
If you’re in the Minneapolis, St. Paul area and want more information about Google AdWords, we have classes coming up soon which you can check out here: demandquest.com/google-adwords. We also offer custom AdWords audits and training nationally and would be glad to help you get your AdWords campaigns performing better than ever.
All photos used from Google.
We work with agencies all the time! Let us help your team bridge the gap between traditional marketing education and current technology trends and updates.
We love agencies! We work with agencies across the US and recognize their value. We want to help your team stay current and up to
date with the latest technology trends and software applications. We have found that a number of employees at marketing and advertising agencies have a great foundation but are missing advanced skills in online marketing, advertising and analytics. We’ve actually had DemandQuest students who represent clients meet with agency reps and our students knew a lot more about digital marketing than the reps did. Save your agency that embarrassment and be the most educated team in the room. We want to help your employees bridge the gap so you can continue to offer a comprehensive, well rounded solution to your clients all while saving you money. We offer a competitive rate for group training that is more cost effective than sending employees to individual classes. Take advantage of our group rate and custom training options, tailored to meet your company needs.
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Clients know that they need to be online but most of them don’t know where to start or how to be effective, which is why they have
engaged you as an agency. We can help ensure that you are creating the most effective online campaigns for your clients utilizing social media, comprehensive analytics and online advertising. Show your clients tangible data that prove their online marketing efforts are creating conversions.
Make sure that your credentials are up to date when you pitch your next client. Are you employees Google AdWords or Google Analytics certified? Are they “social media experts”? How do you know the level of education and experience your team is bringing to your clients? We will ensure your reps have a full understanding of the technology and platforms that you offer to your clients.
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Interested in getting Google Analytics and/or Google AdWords Certified? Wether you’re new to Google’s complex software or have been using it for years, here are some reasons you may want to get your certifications.
Why to get Certified:
- Clients and employers believe training and certification are important
- Learn how to use and implement new features
- Improved online advertising & overall website performance
- Get included in the new AdWords Professional Search
Clients and Employers Believe Training and Certification are Important:
There are so many marketing professionals out there offering a wide range of services at all levels of competence so having your certifications can show a client or an employer that you really do know what you’re doing when it comes to PPC management and Analytics. If you’re self-employed or at an agency, this is a must have. I believe it will help set you apart amongst job applicants as well as it shows your commitment to education and training.
Learn How to Use and Implement New Features:
We often joke in our AdWords and Analytics classes that we’ll probably see at least one new feature appear in any of our 4-5 week courses and we often do! The updates to Google’s software are astounding and we see students who have been using AdWords or Analytics for years who never knew about certain features that make their lives easier and their campaigns much more effective. It’s also really gratifying when you can bring in a new technique to your clients or employer or both. Also, since you have to get certified every two years, having this certification proves that you are educated and up to date on current features.
Improve Your Online Advertising & Website Performance:
It used to be that we just threw money at the web and hoped for the best. Now we’re able to track who’s coming and for how long, how they got there and what their behavior looked like while they visited. Then we can re-market them to come back and give us another shot. The intricacies and complexities of analyzing your online advertising efforts are amazing and incredibly useful. When you have a handle on how both Google Analytics and AdWords work, you can use them to cut costs, improve ROI, improve visitor retention and return rates. The possibilities are endless.
Be Included in the Google AdWords Professional Search
Once you are certified, you and/or your company will be featured in the Google Partners Search which is a directory of certified companies and individuals. Prospective advertisers and clients can search here: http://www.google.com/ads/innovations/partnersearch.html and use a variety of criteria (location, estimated budget, services, etc.) to find a qualified Google professional. You can also use the Google badges on your website (with a link to your credentials) for added credibility.
About DemandQuest Training:
Our classes are comprehensive and the goal is to be able to understand and effectively use the Google Analytics and AdWords software. We offer in-depth training and certification programs as well as one day seminars. Please check out our certifications classes here
The reviews are in; our classes have been called “Superior”, The Absolute Best”, “Relaxed & Fantastic”. Students love marketing and advertising classes at DemandQuest and now you can see what they have to say firsthand in our new video. Be sure to tuned to the end where you can get a special discount code to use this fall! http://demandquest.com/video/
A Small Sample of Current & Past DemandQuest Marketing & Advertising Students
This is the time to boost your resume with Google Certification, improve your social media marketing with in-depth insights and impress your boss with cost saving search engine optimization implementation. Be sure to join us for the most in-depth and up to date training around. Our instructors are industry professionals who work within their expertise, not out of date professors. But don’t just take our word for it; see what our current and past students and teachers have said about the DemandQuest Marketing Institute here. Then check out our great current class schedules below and use your video discount code to save! We’ll see you in class!