This Week’s Industry News
Compiled By the Rocket Clicks Staff
Top Stories
Remarketing Lists for Search Ads Now On Google Analytics with a Catch
With remarketing lists now available for Google Analytics, advertisers can build lists of website visitors using behavioral metrics caught by the Google Analytics tag. Although, the Google Analytics data isn’t entirely available for RLSA. Google isn’t allowing advertisers to use Analytics demographic and technology dimensions due to privacy reasons. Also for privacy reasons, RLSA lists require at least 1,000 AdWords cookies before they can be used for search ads. Source: Search Engine Land
Google Plans to Make HTTPS Ranking Signal Stronger
Back in 2014, Google introduced HTTPS as a ranking signal. During its tenure as a ranking signal, it has been considered a relatively minor factor. Now, however, according to Google’s Gary Illyes, we can expect the HTTPS ranking signal to become much more influential in the near future. Source: The SEM Post
Several Updates Announced for Google Shopping Feeds
New updates for Google Shopping Feeds will go into effect on September 15. Changes include a new section named Detailed Product Attributes and Item Groupings which allow merchants to give a more detailed description of their products as well as expanded shipping requirements to several other countries. These are only a few example of the changes and the full list can be viewed in Google Merchant Center Help. Source: Search Engine Land
Certain URLs Now Being Displayed in Emoji Format
Companies have started to figure out how to convert their domain names into emoji format. For now, this method is far from refined as the full color versions of emojis only consistently show up on mobile formats. The display of emojis on desktop versions of Chrome and Firefox is hit or miss. It is expected that Google will eventually disallow for emojis to show up in URLs. Source: The SEM Post
Call to Action Boxes Being Tested by Bing Ads
Bing Ads has recently begun testing an eye catching call to action box in top search results ads. The action box appears to the right of the search results and is running alongside another test by Bing Ads that stylizes the ad tag differently. These call to action boxes are also similar to a previous test ran by Bing Ads with boxes that appeared in organic results. Source: The SEM Post
Google Testing Large Images in Mobile Search Results
At the end of 2014, Google began testing including images in mobile search results. The images were relatively small thumbnails located on the right side of an individual result. Now, it looks like they’re testing the waters again. However, this time the images are slightly larger and located on the left. It is not yet clear what Google is hoping to accomplish with this or if it will stick as a new feature in search results. Source: Search Engine Land
Google Adds Campaigns Tab to Manager Accounts
In a recent update for AdWords, Google added the ability to get cross-account campaign management & reporting. Now, instead of weaving in and out of separate accounts, you can review and edit campaigns across multiple accounts at the manager account level. Along with being able to make specific edits, you can also create new campaigns at this level as well. Source: Search Engine Land
Google to Deactivate “Google My Business” Pages after 6 Months of Inactivity
On Thursday, June 4th, Google’s Jade Wang made a statement to confirm that Google may contact business owners via email to make sure they’re still actively using their business page (if their page has been inactive for 6+ months). If there is no response to the emails after a certain amount of time, Google will likely “unverify” that account. However, if a business owner feels their page has been “unverified” incorrectly, they can contact Google to begin restoring their page. Source: Search Engine Journal
Related Products Tag Appearing in Bing Ads Search Results
Another test being ran by Bing Ads is the appearance of a “related products” tag appearing along with the ad. The tag includes a link to another specific product that searchers could be interested in. When the related product listed is clicked in, it leads to the product’s landing page, making it almost like a cross between shopping ads and traditional search ads. Source: The SEM Post
Google Penalizes Thumbtack for Unnatural Links
The service professionals hiring web site, Thumbtack (which happens to be backed by Google Capital), received a manual action penalty from Google for soliciting unnatural links to their site. While this action has taken their domain (www.thumbtack.com) off of organic search results, their Knowledge Panel and social media profiles still show up. Even though they still have a considerable presence on search results, co-founder Jonathan Swanson has admitted they’ve seen a substantial decline in Google referrals. Source: Search Engine Land
iOS 9 May Allow Users to Block Mobile Ads
With the release of iOS9, app developers are being given an easier way to make ad blockers for safari on apple devices by allowing a “fast and efficient way to block cookies and other content.” When users download a content blocker extension app, it will show up in their settings interface and will allow them install and disable the blocker independently. If this is adopted, mobile ad blocking will negatively impact ad revenue from iOS devices for Google and other ad networks. Source: Marketing Land
Additional Commentary
What the Increase in Longer Search Queries Means for SEO
DeMers starts off by listing reasons why search queries have become longer. Those reasons include “semantic search capabilities”, “availability of information”, and “mobile devices and voice searches”. After laying out these reasons, DeMers asserts that businesses should take action by eliminating “keyword based strategies”, implementing “long-tail keyword optimization”, and focusing on “niche content topics”. Analysis: Jayson DeMers, Search Engine Watch
How to Dig Deeper with an Impactful Keyword
Tom Demers covers ways to truly get the most out of a keyword from both a PPC and an SEO perspective. He goes over five ways to use PPC to get more value from a target term and three ways to attain more organic traffic for a successful keyword. For PPC, he emphasizes testing ad copy and landing pages, bidding aggressively on return visitors, using similar remarketing for landing pages, turning searches into display targets, and to not forget about Bing Ads. Analysis: Tom Demers, Search Engine Land
How to Use Brand Mentions for Marketing & Links
Dennis argues that no matter what your commitment level to online marketing is, it is important to keep tabs on what people are saying about you on the web. He encourages brands to check places like popular forums, community websites, and industry blogs to see what customers are saying. The three positive outcomes he points to are “reputation management opportunities”, “honest feedback and insight”, and “a better understanding of how customers interact with your product or service”. He also states that brand mentions present great opportunities for linking. Analysis: Andrew Dennis, Search Engine Land
Landing Pages & Conversion Rate Optimization
Michelle Morgan explains the importance of optimizing your landing page in multiple ways in response to consumer shopping habits. She notes that the modern consumer is a savvy shopper that won’t just buy from anyone because they’re willing to shop online. They’re looking for a trustworthy source that includes trust symbols like customer reviews and media mentions. The modern shopper is also looking for immediacy, trying to avoid going on a “treasure hunt” just to find what they want. Analysis: Michelle Morgan, Search Engine Watch
