This Week’s Industry News
Compiled by the Rocket Clicks Team
Top Stories
New Features Added to Test My Site
Google’s Test My Site Tool was updated this week. The new features added include a mobile page speed report, data evaluation to compare the site to similar competitors and suggestions on how to improve page speed. Google also looks at overall page loading time and estimates the potential for page abandonment on slower sites. Source: Search Engine Journal
New Bing Editor Updates Include Bulk Editing Campaigns
Bing has recently rolled out an update to its Ads Editor that includes some long awaited changes. The most anticipated of these changes includes the ability to select multiple campaigns/ad groups for bulk editing. In addition, Bing has also added a “Device targets” section to the Bing Ads Editor where users can manage targeting and bid adjustments. Please note that the ability to select multiple campaigns is only available for the Windows version of the Bing Ads Editor. Source: Search Engine Land
Non-Mobile Friendly Pages Forced to Comply with the Upcoming Mobile First World
Chrome users stumbled upon a new Google test that appears to be Google’s current solution for delivering non-mobile pages in a more user-friendly way. When a user reaches a non-mobile site through Chrome, a closeable banner appears at the bottom of the page asking if they would like to “Make page mobile-friendly.” If you opt to go mobile friendly the page will refresh to a simplified version. Source: TheSEMPost
Google Testing Button that Auto Creates Headlines
A new test has been spotted in the AdWords interface in the ad creation page. A new checkbox has been spotted that says “Create a second ad with headlines in reverse order.” This new option may end up being helpful for advertisers who like to test their ad headlines in reverse order to see which variation works better. When asked about this test, Google gave their usual “We’re experimenting with ways to create the best experience for our users” statement. Source: Search Engine Roundtable
Best Practice: Upper or Lower Case in URL Structure?
The subject of URL capitalization has long been a heavily debated topic among SEOs. While Google does consider URLs case sensitive, it was revealed that there is no case-specific way to optimize a title to boost the search presence. The key is to be consistent no matter which way you choose so Google doesn’t index identical pages with different URL structures therefore splitting up the ranking signals. Source: TheSEMPost
Analysis
How to Improve B2B Lead Quality in PPC
PPC Hero’s Michael Knight knows that working towards lead quality can take some time and offers three helpful tips to help you get there. His first tip is to focus conversion reporting on CRM data, which allows you to find the specific keywords or ads that move an inquiry to a prospect. Knight’s second tip is to pre-quality users with your ad copy by testing out different lead offers and letting them know what they receive when they give you their information. His final tip is a simple one: test your landing pages. Even if it is a minor change like a slight title difference, you can change how you speak to your visitors and in turn effect the overall quality of your leads. Source: Michael Knight, PPC Hero
Is the Free-Flow of Online Information at Risk?
The Canadian Supreme Court recently ordered Google to de-index an ecommerce website worldwide after a series of lawsuits against the distributor for allegedly selling counterfeit products failed to stop the behavior. While the court’s decision is a logical solution it establishes a precedent that is bound to be abused when a company or government doesn’t like what they see on the web. In the end, the question becomes who gets to control or censor the internet? Source: Greg Sterling, Search Engine Land
