E-Power Online Marketing Roundup: The Week of April 15, 2016
Google AdWords is testing additional ad extensions, Snapchat becomes the most popular social networking site amongst teens, and more updates from Online Marketing are included in this week’s E-Power Roundup!
Google AdWords is Testing Additional Structured Snippet Options: Conrad O’Connell, from SERP Tests, spotted a new Structured Snippet option in the Google Search Results page: Highlights. We were able to trigger the same snippet as well as another type: Search For, which appears to direct users how to search their website for a vacation package. You can see both examples below.
These new options give advertisers even more opportunities to highlight different areas or aspects of their brand and business. While the current list of Structured Snippets is extensive, there is room for more, and Google is on top of it.
Google is Adding Additional Defense Against “Clickjacking”: Google continues to work towards defending their ad systems from what they’ve identified as “Clickjacking”. Andres Ferrate, Chief Advocate, Ad Traffic Quality, defines clickjacking as “a type of web attack where the appearance of a website is changed so that a victim does not realize they are taking an important action.” Users may click on a play button or another item on a website that has a hidden ad unit attached, directing them to a web page they did not intend to go to. Google has been terminating accounts and removing entities involved in this technique, which is helping to make the Internet that much safer for advertisers and users alike.
“This approach delivered a one-two punch to publishers who violated our policies: our operations team, which forms an early line of defense against invalid traffic, cleaned out publishers from our ad systems, while engineers built a new filter as a durable defense to protect against Clickjacking traffic.”
Facebook Articles are Now Available for Everyone: You may remember when we touched on Facebook’s new Instant Articles back in February. As a refresher, Instant Articles are fast, interactive articles that give publishers full contract over the look of their stores, the data they can view, and any ads they would like to run.
Search Engine Journal reports that Facebook has added partnerships with several publishing tools such as WordPress and Drupal and analytics tools such as Adobe Analytics and Chartbeat to help make the creation and analysis of Instant Articles even better for publishers. The image on the right shows an example of a Buzzfeed article displayed via the Instant Article platform after clicking through on Facebook.
“Facebook has partnered with analytics providers to provide the above Instant Articles program data. According to this data more than 1000 publishers worldwide have officially joined the program. Facebook also says instant articles provides an overall better reading experience for people in the boost to publishers organic reach”
Profile Expressions Kits Allow Facebook Users to Create Videos for Profile Photos: After testing the video profile photo feature last year, Facebook announced at the F8 Conference that they have started to roll out the Profile Expression Kit to iOS users. People can create videos on apps like Boomerang, Vine, and Cinemagraph and then use those videos as their profile photo on Facebook.
“With more than 4.5 billion views and nearly 30 million profile picture updates every day, Facebook profiles have become the best place to curate your own identity and learn about others. Last September, we launched profile videos to give people a new way to bring their profiles to life. We were blown away by the positive response of profile videos and the variety of creative ways people used them to show off their personality. Today, we’re further unlocking this creativity and lowering the barrier to expression by releasing the Facebook Profile Expression Kit.”
Snapchat is the Most Popular Social Network for Teens: According to a study by Piper Jaffray, 28% of teens surveyed selected Snapchat as the social network they felt was most important, edging out Instagram, which previously held the first place position. Instagram was close behind with 27% of votes.
Brands such as Taco Bell and NYX Cosmetics have taken to Snapchat to share their brand with their target market. If your brand is focused on the teen target audience, this is a place to make sure your brand is present. It is easy to make your presence known on Snapchat with other social posts and content on your website. Snapchat provides a code (seen in NYX Cosmetic’s Instagram photo) for users to easily scan to add new friends.
“Snapchat has been making the most changes and updates over the last year, introducing things like Snapchat Discover and debuting live coverage at the Oscars. The social network has expanded into more entertaining areas like adding in more and more video and picture filters, as well as the popular face swapping feature. The platform is consistently updating to keep itself interesting and fresh for users, while other social networks have mostly remained unchanged.”
Kardashian Inspired Local Business Marketing: Love them or hate them, the Kardashian family’s marketing strategy has kept them in the spotlight; winning over sponsors and attracting a legion of loyal fans. Your local business may not be a reality TV show, but you can take these tips that Local Vox compiled based on the Kardashian’s marketing strategies and apply it to your own efforts:
- Understand Your Target Audience: Find who your audience is and what they want to see from you.
- Continued Exposure: Continue to put out brand-relevant content on your own to stay top of mind for your audience.
- Leave People Wanting More: Give sneak peeks or build excitement for a big reveal.
- Be Creative, but Consistent: Every local business has its own unique brand that you can build your content from; just be sure your content is staying consistent.
- Stay Social: For local businesses, it’s important to take social a step further. Take the opportunity to actually connect with your audience online and show you are listening to them.
In addition to using those tips, download a Social Media Content Calendar to schedule and keep track of your local business social postings. Staying organized is going to help you keep everything under wraps and allow you to better execute your Local Strategy!
“Whatever our personal feelings are on the Kardashians, their marketing savvy can’t be denied or matched in the celebrity world. Taking note of how they continually stay fresh in a world of 15-minute fame can help your local business marketing stand out from the crowd time and time again.”
Leveraging Online Customer Feedback: It is extremely important for local businesses to build profiles on review sites such as Yelp, Google, and Facebook. Opening your business up for customers to provide feedback is a way to boost your local search visibility. 80% of consumers trust online reviews as much as a personal recommendation – use them to your advantage. Encourage your satisfied customers to leave a review and watch your business take off!
“Take advantage of the positive reviews and feedback you get online by sharing them as testimonials of your local business. Your customer’s passion for your business and services can drive more folks to your business, to create the same passion over and over.”