Know Your Digital Marketing – 02.26

It’s been a busy week in the digital world with big changes from Google and Facebook. We’ll keep our intro short and get right to what’s happening.

Leading off, Google changed how they are displaying paid search ads. As of February 19th, Google is no longer displaying the right hand paid search ads for desktop searches. Other than leaving some pages looking a little plain and empty, this could be affecting your paid search campaign. Make sure whomever is managing your paid search campaign is keeping a close eye on how this may change your results and developing a strategy to address if needed. The most obvious effect will be to potentially make competitive keywords even more so as advertisers jockey for the top 4 positions to ensure they are seen on the first search engine results page (SERP). Interested in the details? ClickZ and Search Engine Watch both have additional information on this update.

Facebook is also letting us go beyond a like. They’ve added additional reactions to allow us to avoid feeling awkward about liking your friend or family’s post about bad luck or the loss of a loved one. Now, when you click on Like you have a choice to respond to a Facebook post with a Like, a Love, a Haha, a Wow, show you’re Sad or let them know you’re Angry. Read the official post on Facebook’s new reactions.

One more update from Google. They launched their Accelerated Mobile Pages (AMP) initiative this week. The goal of AMP is to speed up page loads on mobile and is in response to Facebook’s Instant Articles and Apple’s News initiatives. The big difference being that AMP is open source and available to all of us. In fact, WordPress is already taking advantage of AMP. WordPress has rolled out AMP automatically to sites hosted on WordPress.com and, for self-hosted WordPress sites, a plugin is available for Accelerate Mobile Pages. Web pages that take advantage of AMP will show a small lightning bolt next to them in search results to indicate that they’ll load faster.

Last, we will tackle something that may or may not be plaguing your brand. It is about the addiction to short term marketing results. With the availability of great, real-time analytics tools, many digital marketing programs become too focused on short term results of campaigns, posts and events. For different reasons, we lose our long term vision. The linked article gives a great perspective on the value of keeping a long term vision. We need to remember not to forego activity that will benefit our brands or products in the long run for the rush of immediate results such as likes, shares and clicks.

That’s it for this week. Let us know your thoughts. Have a different point of view or questions? Don’t hesitate to share with us. We’re happy to engage and assist.

Have a great weekend,
The Know Team