May 2019 News You Can Use

Does your head get a bit overloaded with digital marketing updates? Here’s the best recommendation we can give you: Get used to it.

The world of online marketing is a dynamic, quick-moving field. If you need a slower pace, you may be in the wrong business.

Here are just a few of the breaking stories we’ll cover in this month’s edition of Stukent’s News You Can Use:

    • Perry Marshall says Google is cruising for a Class Action lawsuit by advertisers
    • Mark Zuckerberg announces that “The future is private”
    • Neil Patel gives you seven predictions that will come true in 2019

We show you how to access those stories and more in the key point summaries below.

IS GOOGLE EDITING YOUR ACCOUNT WITHOUT YOUR PERMISSION?

Topic: Online Advertising

Key Point: It sounds like a conspiracy theory, but Perry Marshall is a guy who has proven himself a reliable source of marketing information. Is Google really “begging for a Class Action lawsuit” by advertisers?

Marshall says you shouldn’t assume agencies are “catching this stuff.” The article was written by Rob at Ox Optimal, but it’s on Perry’s website with comments.

Keyword additions and responsive search ads launched without the account owner’s permission? That’s the charge these guys make.

Check it out here: Is Google Forcing Edits?

FACEBOOK NOW PROVIDES DETAILS ON EACH POST

Topic: Social Media Marketing

Key Point: Why am I seeing this in my Facebook News Feed? Facebook users will soon be able to answer that question for every post they see. The “Why am I seeing this?” function for ads is also getting an upgrade. Users will get deeper details on every ad shown.

There are two quick ways to get the full scoop on this update. You can watch the Facebook explainer video, or you can read the article in Social Media Today.

There’s nothing but an upside here for Facebook users. If you’re a Facebook advertiser, though, deeper transparency may indicate changes you need to make in your targeting and the data you use to choose audiences.

GOOGLE MAY SOON BEGIN CHARGING FOR GOOGLE MY BUSINESS LISTINGS

Topic: SEO | E-commerce

Key Point: Here’s a topic that could have a huge effect on e-commerce organic search performance. Google is pondering the idea of turning at least some of the currently free features of Google My Business listings into a cash cow.

Would you pay $75 a month for a Google My Business listing, or would you let your competitors claim that premier spot instead?

Barry Schwartz explains more about why you should care in this article on Search Engine Land. This has major implications for Google’s business model and the future of organic search.

7 SOCIAL MEDIA PREDICTIONS THAT WILL COME TRUE IN 2019

Topic: Social Media Marketing

Key Point: Have you noticed a decline in your social media engagement metrics? Neil Patel says just about everyone can raise a hand on that question. To combat the leakage, he created a no-bull, quick-hitting video aimed at helping you get engagement back up to where it should be this year.

Patel’s list includes using more video (and he’s obviously following his own advice here), focusing on getting comments instead of worrying about Likes and shares, and sticking with the major platforms in your social media strategy.

It’s a five-minute video that’s way worth watching.

Smart marketers will study the style here to get free instruction from Neil Patel on how to create videos that get the job done.

IS DUCKDUCKGO GIVING GOOGLE A RUN FOR ITS MONEY?

Topic:  SEO | Online Advertising

Key Point: DuckDuckGo’s organic search performance is up 78 percent since last year, but Google’s organic search visits fell two percent. Bing and Yahoo were level.

What’s up with that? Does Google finally have a serious competitor?

The bigger picture, of course, is that DuckDuckGo is growing, but it has a long, long way to go to catch Google. Some critics say, DuckDuckGo isn’t actually the “privacy simplified” site it makes itself out to be.

Nevertheless, this SEJ article lays down the most recent statistics on search engine performance and is definitely worth the read. The info is drawn from Merkle’s Digital Marketing Report on Q1 2019.

BING (MICROSOFT) ADS WILL SOON NO LONGER ACCEPT DESTINATION URLS

Topic: Online Advertising | E-commerce

Key Point: Bing says July of this year is the end date for advertisers’ ability to create destination URLs at all levels. The company put the word out that all destination URLs should be converted to final URLs by the first of August. Google Ads already made that switch.

What’s the difference? Destination URLs include tracking codes. The final URL is the actual webpage for final resolution.

Microsoft says the change will make tracking more efficient, provide better conversion, and give you more insight. Will it?

Here’s where to find out more: Migrate To Final URLs.

By the way, Bing Ads is rebranding to Microsoft Ads. Look for more about that soon.

YOUTUBE CEO ADDRESSES CREATOR CONCERNS

Topic: Social Media Marketing | Online Advertising | E-commerce

Key Point: It reads much like a State of the Union Address, but this article on the YouTube Creator Blog does provide a glimpse of the future.

YouTube CEO, Susan Wojcicki, says her top priority is “responsibility.” YouTube is doing more to protect minors, remove violent imagery, and generally do a better job of policing content violations.

Speaking to YouTube creators’ calls for clearer community guidelines and advertising policies, Wojcicki says YouTube is on top of the concerns and changes are forthcoming.

All told, it’s good stuff, and anyone who uses YouTube as a marketing platform will definitely find the read valuable.

Here’s that link again: YouTube CEO Feedback.

5 BIG ANNOUNCEMENTS MADE BY FACEBOOK AT THE F8 CONFERENCE

Topic: Social Media Marketing

Key Point: In his keynote address at Facebook’s F8 developer conference, CEO Mark Zuckerberg announced that “the future is private.” That remark sent shockwaves rumbling through the social media marketing universe … but, there may be more hyperbole than function in that statement.

Facebook will also be redesigned to highlight Groups and Events, Instagram gets new camera features, Facebook Messenger will focus on “Close Friends,” Facebook is introducing a dating service and more.

Get the full scoop in this article.

Stukent will have more to say about the news coming out of F8 in next month’s edition of News You Can Use.

ALSO SEE: Facebook Will Soon Get a Major Redesign

Never stop learning…

Our aim is to keep you informed, but more than that it’s to show you how this month’s news can affect next month’s strategy.

Never stop learning. Discuss the news with your peers. Look for impacts. Study the trends. The more you know, the better you can do.

See you next month.

BONUS INFO

Instagram Camera Redesign

New Facebook App With Group Focus

Instagram Compensation for IGTV Stars

Facebook Introduces Cost Cap Bidding

Firefox Says Google Intentionally Slowed YouTube on the Firefox Browser

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