November 2018 News You Can Use

Stukent collects the information you need to stay ahead of the digital marketing curve and gives you that report every month.

Inside this issue, you’ll get the scoop on digital updates that matter:

  • Google+ is going away
  • Bing Ads announces a HUGE update
  • Google My Business is testing a product listing option
  • Facebook is getting pickier about which ads to accept
  • What to make of the Facebook pixel update

Successful digital marketers know the difference between excellent results and a mediocre performance often come down to just a little more effort.

Dig in and grow.

GOODBYE GOOGLE+

Topic: Social Media Marketing | Ecommerce

Key Point: In its heyday, Google+ was widely thought to be the new hub of Google for digital marketers. It would be the link between search and social. The depth of your presence on Google+ would largely determine your SEO fate.

It now appears those predictions were unfounded: Google says its flagship social media platform will soon go away.

For a look back at the impact of Google+ on search during its seven-year run for the gold, see this article from Search Engine Land.

NOTE: Google will soon provide information on how to migrate your content from G+. The shut-down process should be completed by the end of August 2019.

ALSO SEE: Facebook Facing Class-Action Lawsuit Over the Massive Hack

AMAZON IS RAIDING GOOGLE ADS REVENUE

Topic: Online Advertising | Ecommerce

Key Point: CNBC says some advertisers are moving more than half of their advertising budget from Google Ads to Amazon’s advertising platform.

Is it true?

You be the judge. The story is based on tips from execs at “multiple media agencies,” but none of the sources are cited in the article. Here’s the scoop: Google is Losing to Amazon.

We do know the lion’s share of Google revenue pours in through advertising. And we do know Amazon is a patient and determined ecommerce contender.

Some of the statements from CNBC sound a bit advertorial themselves, though. This one, for instance: “One exec from a large agency said some brands find Google search ads ‘quaint’ and want their budgets moved to Amazon because it directly correlates to sales.”

BING IS IMPROVING WEB CRAWLER EFFICIENCY

Topic: SEO

Key Point: Google+ shutting down, Amazon cutting in on ad revenue … if you don’t feel sorry for Google yet, try this:

Bing is stepping up the SEO challenge by tightening down on their web crawler technology. Bingbot is continuing to improve, says Bing, with the aim of getting your new content indexed and searchable ASAP.

Bingbot crawls billions of URLs daily. With the updates, Bing hopes to more efficiently determine what should be indexed and what shouldn’t.

You can find out more in this article on the Bing Blog.

ALSO SEE: Coverage of the topic by Search Engine Land.

GOOGLE MY BUSINESS EXPANDS OPTIONS

Topic: Ecommerce | SEO

Key Point: One place Google isn’t falling behind is local search. A new feature for Google My Business (still in beta) will allow businesses to add products, not just services, to their listings.

Don’t plan on using that option right away, though. It’s being rolled out on a limited basis and few business owners have access.

Check your GMB dashboard to find out whether the beta is ready for you to test.

Read all about it here: Google My Business Let’s Businesses Add Products to Listings.

FACEBACK CRACKING DOWN ON CERTAIN ADS

Topic: Online Advertising | Social Media

Key Point: Facebook says it’s going to get even tougher on ads violating their quality guidelines. Questionable ads will either be disapproved entirely or face reduced distribution.

Specifically, Facebook is targeting specific type of ads:

  • engagement bait ads (like me, share this, etc.)
  • ads that give you only part of the story to entice you to click
  • ads with over-the-top exaggerated headlines

The Facebook ad team will also be looking at the quality of ads from each advertiser. Those who draw enough flags may see an impact in all of their campaigns.

Here’s that announcement on Facebook Business: Reducing Low-Quality Ads.

YOUTUBE LOWERING ATTRIBUTION TIME FOR ADS

Topic: Online Advertising | Ecommerce

Key Point: Engagement for YouTube TrueView action ads is dropping from 30 seconds down to 10 seconds. Advertisers should pay special attention to their TrueView for action campaigns to assess the impact.

YouTube says the move is justified by conversion volumes from the ads, since “people don’t always take action on video ads in the moment.”

The official announcement promises more accurate conversion counting, faster ramp-up times, and a reduced conversion lag.”

ALSO READ: Action Ads Now at 10 Seconds, not 30.

FACEBOOK PIXEL UPDATE

Topic: Analytics | Ecommerce

Key Point: Facebook sent an email this month to businesses using Facebook pixels. Since that information isn’t showing up on a Facebook public announcement yet, we’ll give you the entire message right here on Stukent’s News You Can Use:

On October 24, Facebook will begin offering businesses a first-party cookie option with the Facebook pixel. This change is in line with updates made by other online platforms, as use of first-party cookies for ads and site analytics is becoming the preferred approach by some browsers.

Businesses have long relied on cookies to serve ads to relevant audiences and understand visits to their sites. Up until now, Facebook has used its pixel — powered by third-party cookies — for website analytics, ad targeting, and ad measurement. This new option will also help advertisers, publishers, and developers continue to get accurate analytics about traffic to their websites.

Businesses can opt out of first-party cookies by updating their pixel settings in Events Manager.

The controls people have over ads on Facebook in Ads Preferences will not change. Our Business Tools Terms also still require businesses to clearly disclose how they use cookies and share data collected on their sites with third parties, so we recommend businesses review their cookie-related disclosures. To learn more about this update, visit the Help Center.

For a look at how first-party cookies can help or hinder Facebook advertising, here’s a treatment of the update from the CPC Strategy Blog: Facebook Pixel Update: What It Means.

YOU CAN NOW USE LINKEDIN DATA FOR BING SEARCH ADS

Topic: Online Advertising | Ecommerce

Key Point: Ever since Microsoft purchased LinkedIn, many marketers have been wondering when they’ll be able to use their LinkedIn data for targeting their Bing ads.

That day has come.

Effective immediately, U.S. advertisers can use LinkedIn Profile Targeting to help zero in on the perfect audience. It’s a Bing Ads exclusive for current clients, and it could cause quite a stir in the world of digital marketing.

Bing says this:

To start, we’re offering bid only targeting, with exclusions coming soon. It works across text ads, shopping, and basically all Bing search products (available in the US only). Your Bing Ads account manager can help you join the beta (customers without a Bing Ads representative can sign up for the beta here).

Here’s the announcement from Bing: A smarter way to target your audience.

Are you ready for Black Friday?

This is the final warning for digital marketers who want to participate in the buying frenzy.

Are you ready?

By reading this edition of the Stukent News, you’re singling yourself out as someone who’s willing to work just a little bit harder.

Good for you.

BONUS INFO

Using a Messenger Chatbot to Drive Sales

Qualtric Filed an IPO

Google Search Console Snapshot in Search Results

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I am THE Graphic Designer at Stukent; the creative spazz on the marketing team. I enjoy drinking Dr. Pepper and watching YouTube videos of sloths. Connect with me on LinkedIn (you won't be sorry).

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