Mobile Google and Facebook Ad Research 3/10/15

surfing the dark wave
Brands Ignoring Local Search Are ‘Kicking Away’ the Opportunity Google Is Giving Them

Let’s talk latest change to Google’s algorithm. What types of business succeeded (with it); what types of data did it favor; what do these changes mean for the search industry?
It actually wasn’t as substantial an update as everybody reported, merely a continuation and amplification of the direction Google has been going in for the last three or four years. Pigeon largely benefited well-branded, well-structured websites. If you have a very strong brand, good brand recognition, and lots of brand name searches — you benefited.

In general, the update favored brands and hurt small businesses. That seems to be the initial data. We haven’t seen any substantial changes, although I do think there have been multiple algorithm updates since then that have flown under the radar where the quality of results have gotten better. ~ David Mihm, the director of local search strategy at Moz,

Google’s Mobile Movement
Enhanced Campaigns and the Rising Cost of Mobile

AquaBlue Surfer

Mobile Search to Become a Ranking Factor in Google’s Algorithm

Google just announced two major updates to the search algorithm that will mean better rankings for mobile-friendly sites. Beginning on April 21, 2015, Google will start to include mobile-friendly factors in its rankings, allowing sites that are optimized for mobile search to rank higher for searches done on a mobile device. In addition, starting immediately, Android apps that are indexed by Google through App Indexing will also rank better in mobile search.

Google expects these change to have a “significant impact” on mobile search results globally and across all languages. They are postponing the mobile-friendly ranking update until April to allow webmasters enough time to prepare. Sites that are not currently optimized for mobile search must now, more than ever, pay attention to Google’s increased emphasis on mobile optimization.

10 Ways Google’s Hummingbird Will Shape Future SEO and Content Marketing

1. The Future Is Mobile

This will come as no surprise as Smartphone penetration and usage continues to grow. Recent research from Telemetrics shows that 50% of people start their search on a mobile device and an increasing number of people use mobile exclusively for search. For certain type of searches such as restaurants the search figures are much higher, Yelp report 59% of all their searches are on mobile.

Google referenced mobile extensively when announcing Hummingbird, sentences started with “You can pull up your phone and …”  They focused on improvements to their mobile search “It’s cleaner and simpler, optimized for touch” and “results (are) clustered on cards so you can focus on the answers you’re looking for.”

Google clearly understands the importance of mobile and it will shape future SEO and content marketing strategies. At a minimum all content absolutely has to be optimized for mobile.

Golden Palm

Mobile vs traditional strategy signals in earnings updates – Facebook, Google and Microsoft

Facebook – Reveals just how deep its mobile strategy runs

Facebook, like Twitter and other social media stalwarts aren’t signing up new users at the rate they once did. They are however, generating more revenue per user which is credit to the revenue/monetization side of both businesses. Facebook’s fourth-quarter earnings grew 34%, to $701 million, propelled by a 49% increase in revenue, to $3.58 billion. Its focus on mobile advertising revenue was a major driver and has led closing the gap between FB and Google in this revenue stream.

17 Stats You Should Know About Visual Content Marketing in 2015

While reviewing this year’s research two major trends emerged and both highlight the effectiveness of visual content marketing. As you will learn, this year’s data reveals that marketers who are leveraging visual content are seeing significant increases in their blog traffic, social media engagement, visitor-to-lead conversion rates and inbound customer acquisition results.

The 5 Biggest Mistakes in Mobile App Marketing

Mobile has changed the landscape of consumerism in a few short years by becoming our favorite tool for reading the news, watching television, communicating, socializing, shopping, making decisions, navigating…for just about everything!

As a marketer, mobile is a very powerful place for you to connect with your audience.

However, with great power comes great responsibility. Since mobile is such a personal medium, it is the easiest place for marketers to make massive mistakes that will turn off a customer forever.

We’re here to help you avoid making those mistakes. Here’s what you should be looking out for and what you can learn from those who have come before you:

Red Golden Wave

Finding more mobile-friendly search results Google Webmaster Central Blog

When it comes to search on mobile devices, users should get the most relevant and timely results, no matter if the information lives on mobile-friendly web pages or apps. As more people use mobile devices to access the internet, our algorithms have to adapt to these usage patterns. In the past, we’ve made updates to ensure a site is configured properly and viewable on modern devices. We’ve made it easier for users to find mobile-friendly web pages and we’ve introduced App Indexing to surface useful content from apps. Today, we’re announcing two important changes to help users discover more mobile-friendly content:

If you want to test a few pages, you can use the Mobile-Friendly Test.
If you have a site, you can use your Webmaster Tools account to get a full list of mobile usability issues across your site using the Mobile Usability Report.

Why Mobile Web Still Matters in 2015

With significant Web traffic coming from mobile devices, companies can’t afford to ignore the mobile Web, according to SimilarWeb.

Google Makes “Mobile-Friendliness” A Ranking Signal Worldwide, Boosts Indexed Apps In Search Results

“As more people use mobile devices to access the internet, our algorithms have to adapt to these usage patterns,” explains Google in its announcement.

The changes follow a number of previous efforts Google has made to improve its search results for mobile users. In 2013, for example, it rolled out ranking changes that would affect sites that were misconfigured for smartphone users, including those frustrating situations where a specific URL would redirect all smartphone users to the website’s mobile homepage instead of their preferred destination. This was common among news sites, in particular, as users would often click a link to read a certain story and would end up landing on the site’s main webpage, the story nowhere to be found.

Changes have come to the way that YouTube creators connect with their fans. Gone is the YouTube Inbox, replaced by a new system that utilized Google+ messaging called, well, Messaging. In order to utilize this system the YouTube creator must be connected to a Google+ account.

Included in this round of upgrades are changes to the commenting system, as well. YouTube creators will have the ability to fine-tune comments by their subscribers, look for popular comments across the channel and review comments quicker that need approval. In addition, a search tool for comments will be available to help find discussions on a specific phrase or keyword.

Introducing Facebook’s Audience Network

The power of Facebook ads, off Facebook
Facebook ads work because they’re personal, relevant and easy to measure on both desktop and mobile. The Audience Network brings these same powerful features to additional app-based mobile experiences, giving marketers even more scale for their Facebook campaigns.
The Audience Network uses the same targeting available for Facebook ads today, including Custom Audiences, core audiences and lookalike audiences. It features the same measurement tools marketers use for their Facebook ads, too.

Caribe Paradise

A marketers guide to custom audiences from your website

Retargeting is Here to Stay

Over the past several years, retargeting has become an essential part of the digital marketer’s tool kit. According to Chango-Digiday, 96% of marketers say retargeting is a standard practice in their programs and 50% plan to increase their retargeting budgets in the next six months1.

Retargeting has proven to be an efficient targeting option and an effective means of converting leads to sales, particularly for businesses that typically have long sales cycles spanning multiple channels, devices, and stages of the purchase funnel. After all, on average only 2% of website visitors convert within the first visit2. Retargeting allows advertisers to zero in on the other 98% of visitors who have already expressed interest in their brand, products, or services and who are therefore more likely to buy.

Adroll Retargeting

What is retargeting?

The most common use for retargeting is bringing window shoppers back to your site so they can make or complete a purchase. Retargeting lets you customize which ads you serve to people based on the way they’ve interacted with your website. Past site visitors will see ads specifically selected for their interests when they navigate to their favorite blog, news site, or social network on desktop and mobile.

How does retargeting work?

You copy a snippet of JavaScript code called a “SmartPixel” into the footer of your website. The SmartPixel lets AdRoll track anonymous visitor data, like which pages a user visited and how long they spent on the site. You use that data to create customer segments—for example, targeting all site visitors who came to a product page—and display retargeting ads to your potential customers as they visit other sites.

Facebook Opens Its Mobile Ad “Audience Network” To All Advertisers And Apps

After announcing its mobile ad network at f8 in April, Facebook today officially launched “Audience Network” and started letting any advertiser buy any third-party app host ads powered by its targeting data. The big new detail is that Audience Network isn’t a separate set of ad inventory from what’s available in Facebook’s own apps and site with a direct buying interface. Instead, it’s “a simple way to extend Facebook advertising buys across mobile apps to increase relevancy for people, yield for publishers, and results for advertisers” using the same Facebook biographical, interest, and activity targeting data, etc.

Silver Wave

Your Facebook Fanbase is Shrinking — Why This is A Good Thing

Though chasing fan counts is silly, the plus side of showing a truer (lower) fan count is that your percentage reach and engagement rates suddenly look higher

Digital Marketing Report: Q4 2014 Ignition One

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