This week: Mobile continues to make gains in digital ad spend, Bing Ads has a new feature for online marketers, and wait until you find out what Pinterest is eliminating.
Here’s what happened in digital marketing this week.
Survey: Almost a Third of Amazon Sellers Will Expand to Walmart This Year
According to a recent survey of more than 1,600 Amazon merchants, 29% of them said that they plan on expanding to Walmart this year.
The Feedvisor report, called “State of the Amazon Marketplace 2017,” also says that Amazon merchants with the highest volume of sales are likely to use other marketing channels.
“The contrast between sales volume levels is particularly evident with regards to selling on Walmart, where over one-third of merchants with more than $2 million in annual revenue sell. This is more than double the number of medium-sized sellers and over 1,300% more than smaller merchants who sell on Walmart,” the report says.
Half of those polled in the survey also said that one of their biggest concerns about selling on Amazon is the high fees.
Study: Paid Search Was Almost Half of Total Digital Spend in 2016
According to IAB’s 2016 revenue report, paid search ad spend totaled almost $35 billion in 2016. That’s almost half the total digital ad spend of $72.5 billion during the same year.
The report also says that the total paid search ad spend was split almost evenly between desktop and mobile.
Unsurprisingly, though, desktop ad spend dipped by 10 points or a little under $3 billion. Mobile ad spend exceeded desktop for the first time.
Total digital ad spend was up 22% from 2015.
Bing Ads Rolls out Merchant Promotions
Bing Ads is offering a new feature for e-tailers: Merchant Promotions.
The program allows marketers to include product promotions in a “Special Offer” box that appears in Bing search results. When users click on the promotional link, they see a popup with a link to the product, a promotional code, a description, and an expiration date.
Sellers will need to fill out a form to apply for Merchant Promotions. The approval process should take no longer than 3 to 4 days.
Google: No, We Won’t Give HTTPS Sites Any More of a Ranking Boost
Google has given sites that use HTTPS a little bit of a ranking boost. Apparently, that’s all they’re going to get.
This past week on Twitter, somebody asked Gary Illyes if there are any plans to give more of a ranking boost to sites that use the secure version of HTTP.
Here’s how Illyes responded: “No. We revisited the idea a few months back but we decided against it.”
@dr_pete No. We revisited the idea a few months back but we decided against it.
— Gary Illyes ᕕ( ᐛ )ᕗ (@methode) April 21, 2017
Google Owl Update Promotes Real News Over Fake News
This past week, Google announced an update that’s used to screen out so-called “fake news.”
Here’s an overview of how Google described the update from Search Engine Roundtable:
- Google is tweaking their algorithm to promote more authoritative content and demote low-quality content specifically around queries that potentially can show offensive or misleading content.
- Google updated their quality raters guidelines to help them with these efforts and ensure the algorithms are doing the job correctly.
- Google added feedback forms for (a) autocomplete suggestions and (b) featured snippets to get quick feedback from searchers of results that are not on target with the above goals.
The update is code-named Project Owl.
Google: Links From Pages That Receive a Lot of Search Traffic Aren’t Necessarily More Valuable
Just because you get a link from a page that receives a lot of search traffic, don’t expect your rank to increase.
That word came down from Google’s John Mueller on Twitter this week.
Someone suggested to him that getting links from high search traffic pages is better than links from low search traffic pages.
Mueller responded in one word: “Nope.”
— John ☆.o(≧▽≦)o.☆ (@JohnMu) April 25, 2017
Instagram Up to 700 Million Monthly Active Users, Shows No Signs of Slowing Down
Instagram is now up to 700 million monthly active users.
The social media platform hit 600 million monthly active users last December. That means it’s added 100 million users in just four months.
By way of comparison, Twitter added only 18 million users during the past year.
The company is now valued at roughly $50 billion.
LinkedIn Reaches 500 Million Members
LinkedIn is also looking good in the social media landscape. That site just reached half a billion members.
That’s up from the 467 million the company reported in October.
Keep in mind, though, LinkedIn only reports total members instead of active users.
Pinterest Is Getting Rid of Its Like Button
Pinterest will soon retire its Like button.
Why? Here’s how Pinterest answers that question: “There are lots of reasons why people like Pins on Pinterest. But because we have both a Save button and a Like button, it hasn’t always been clear how they’re different. After doing a bunch of research with Pinners, we found Pinterest is easier to understand when we remove the Like button altogether.”
The bottom line: your “Saved” pins are visible to other users, whereas your “Liked” pins are visible only to you.