November 18, 20195 min read
We know it can be hard to keep up with ever-changing digital marketing news and trends. But no need to stress – we’ve got you covered! Check out our roundup of the latest news and trends in the world of digital marketing for November 2019.
SEO, Organic Search and Google News
Google Algorithm Update
What Is It: Google updated its search algorithm throughout the first two weeks of November. Starting Nov. 7, some marketers saw 30-50% swings up or down in Google organic placement and traffic. However, major tracking tools have not seen major shifts in rankings. Google confirmed that they have made several smaller updates over the course of the last week.
What It Means for Marketers: Additional changes in the algorithm can impact your rankings. You may need to review your SEO strategy and make alterations based on the latest updates from Google.
How You Should Respond: Significant volatility did not register in major tracking tools such, as MOZ and SEMrush, but the search community spotted big changes and Google confirmed those updates. So check your rankings and search traffic from Google. Are you up? Awesome! Down? Look into Google’s advice on how to respond to the updates.
New Extensions for Google Ads
What It Is: Google has been implementing more and more image-based results on search engine results pages. They recently announced a new dynamic image extension to Google Ads. The image extension will be served on the absolute top of the page position on mobile only. It will be a 1x1 image, curated from the advertiser’s domain and added to the bottom right of the ad. The image will also be clickable, leading the user to the same final URL as the headline of the ad.
What It Means for Marketers: The images will help your ads stand out from the crowd. With little effort on your part, they will help you deliver a compelling message. The image is dynamically added through Google’s machine learning, so you will have no control over image selection. This can save time, but some marketers might be reluctant to give up control of the message and imagery of their ads.
How You Should Respond: Google claims that these dynamic image extensions will prompt up to a 5% increase in Click-Through Rate. That claim aside, you should routinely implement new Google Ads features, as Google might reward you just for using them. But always test your ads. Create an ad group that uses the extension and one that does not, and compare results.
Social Media News
Facebook adds new Branding
What It Is: On Nov. 4, Facebook rebranded to represent the parent company that owns Facebook, Instagram, WhatsApp, and more. The simple logo - just the word FACEBOOK -- will be integrated into all the company’s applications in the coming weeks.
What It Means for Marketers: Most marketers already know of the ownership relationships among Facebook and the other platforms and systems it owns. Now, consumers will get it.
How You Should Respond: Do nothing. Maybe answer questions from colleagues who notice the changes.
Change to Facebook Ads in 2020
What It Is: In 2020, Facebook will limit the number of ads a page can run. Facebook claims that running too many ads through Facebook can hinder overall ad performance. Facebook has not released hard numbers, but the company says the limit should impact just a small number of brands. Marketers will be able to monitor their Page’s ad volume via a new Ad Volume API once the changes go into effect in mid-2020.
What It Means for Marketers: Unless you are one of the largest brands implementing huge numbers of campaigns in Facebook Ads, do not expect these limits to change your Facebook advertising strategy.
How You Should Respond: Do nothing -- until we know more about the limitation. Once these changes go into effect, look at your Ad Volume in the new tool to see how much room you have to grow your Facebook advertising.
Instagram Removes Like Counts
What It Is: Instagram has tested removal of like counts around the world. The likes first disappeared in Canada last May and extended to several other countries before hitting the US this month. Users will still be able to view the likes they receive; followers won’t see the likes on the accounts of others.
What It Means for Marketers: This could mark the beginning of a very different, more inclusive Instagram with privacy at the forefront of the platform.
How You Should Respond: As a marketer, you will be able to see how many people liked your content, so there is no need for immediate change. However, it’s time to get ahead of the expanding wave of privacy on social. Consider privacy issues when crafting your social media presence and keep abreast of privacy updates coming from social platforms.
New Twitter Features Coming in 2020
What It Is: Twitter announced several new features:
- Remove me from this conversation
- Don’t allow ReTweet of this tweet
- Don’t allow people to @mention me without my permission
- Remove this @mention from this conversation
- Tweet only to: hashtag, interest or these friends
What It Means for Marketers: Some of these new features may impact how you go about tweeting, particularly if you incorporate @mentions of individuals in your posts or if you frequently ReTweet content created by others.
How You Should Respond: Think about how your company should utilize these changes in your content. Think about how to change strategy or work around any changes that impact your current Twitter tactics.
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