This Week’s Industry News
Compiled by the Rocket Clicks Team
WordPress 5 Release
With a new block editor and Twenty Nineteen theme, WordPress reports its 5.0 / Gutenberg release. Updating to this version will keep your site up to date with security patches, themes and plug-in functionality tailored to the latest release. Everything from paragraphs, headings, quotes and images will be displayed in its own block. Users can still use the Classic Editor plug-in with 5.0 to mimic the current Editor, rather than switching to Gutenberg. The Classic Editor plugin will be supported until 2022. Source: MarTech Today
Google Releases New Features for Responsive Search Ads
Responsive search ads will soon provide suggested headlines and descriptions when creating new ads. Google will also start importing headlines and descriptions from existing text ads in the same ad group. The ad strength dial will now update in real-time as you create your RSAs and you’ll be able to see ad strength updates in the Status column to see if your ads are disapproved or losing impressions. Source:Search Engine Land
YouTube Stories and Autoplay
YouTube launches Stories for creators with 10,000 subscribers or more. Stories will be accessible in the mobile app for a period of 7 days. The Subscription tab, homepage and “Up Next” list will display Stories. Creators can add text, music, filter-effects and stickers, and viewers will be able to comment on Stories and rate them with a thumbs up or down icon. YouTube videos in the home tab on mobile devices are also now set to autoplay by default without audio.Thumbnails will still be displayed for a brief moment before the video autoplays so they are still relevant. Users can turn this feature off in their settings or set autoplay when only on WiFi. Source:Marketing Land & Search Engine Journal
LinkedIn has introduced a new privacy setting that lets users choose whether or not their email address can be exported by connections. The default for the setting is “No” — meaning connections will be unable to download a user’s email unless the user manually switches the setting to “Yes.” This will affect marketers who used LinkedIn email addresses for remarketing campaigns as many of those email addresses will no longer be available. Source: Marketing Land
How to Protect Your #1 Keywords From Competitors
To secure your #1 spot in the rankings, make content that is even more link worthy. Analyze your competitor’s content for strategies and the visuals they use. Add new sections to your content based on Search Console queries that are getting high impression but a low number of clicks. Look at your competitors through SEMrush backlink explorer and see the recently gained backlinks they have to try and get a link from the same sites. You can also test your title tags or meta descriptions to find which ones are getting the most clicks. Don’t stop optimizing your site even after you have the number one position. Source: SEMrush
Digital Brand Storytelling Best Practices
- Stories should be in real time – utilize dynamic ads to allow for the delivery of multiple variants of the same ad, making it possible for the same ad to say different things depending on who it is being delivered to.
- Reporting should inform your stories – user interaction data should be used to further develop your creative and your brand story
- Stories must be built for reach – modern brand storytelling must be built to follow users as they hop across multiple devices during their daily internet browsing.
- Don’t neglect relevance and reaction – use personalization and targeting to tell stories to users that are more likely to be interested. And, ensure that those stories are forming an emotional connection with the audience to move them to action.
Source: Julian Baring, Marketing Land