This week: Google wants you to stop optimizing your site for RankBrain, Snapchat is making advertising easier, and wait until you hear about what MailChimp is offering for free.
Snapchat Rolls Out Self-Serve Ad Platform
Advertisers who are targeting millennials, rejoice!
Snapchat Ad Manager will officially go live next month. It will include all of Snapchat’s targeting options.
The good news is that the new platform will allow “the little guy,” who can’t afford ad buys that involve the assistance of a sales rep, to start buying ads on Snapchat.
Snapchat has been testing the self-serve platform in various countries for a while. Now, the company is convinced it’s ready for prime time.
As of now, though, advertisers can only buy Snapchat’s vertical video Snap Ads.
MailChimp Email Automations Are Now Free to Everyone
MailChimp is offering triggered emails available to everybody. For free.
Previously, email automations were only available to users who subscribed to MailChimp’s enterprise-level service. Now, all 15 million users get them free of charge.
The automated emails can welcome new subscribers, recommend products or services, follow up on people who abandoned their shopping cart, and re-engage with customers who haven’t visited for a while.
“[I]f users want to send beautifully branded receipts and shipping notifications to their customers with additional product marketing in them, that’s free,” said John Foreman, VP of product management. “No one is offering this breadth of functionality to this many businesses at this (non-existent) price point. Few even have these features at all, even for paid users.”
AdSense Now Allows 300×250 Ads Above the Fold on Mobile
Publishers who rely on Google AdSense for revenue can now add 300×250 ads above the fold on their mobile sites.
John Brown, head of publisher policy communications at Google, announced the change in a blog post: “After careful review, we’ve determined that when 300×250 ads are implemented above the fold in a user-friendly way, the ads do not annoy, distract, or result in ad performance issues.”
Publishers are still required to have site content in the view, though, so as to avoid accidental ad clicks.
Report: Search Ad Revenue up 19%
According to a report by iab, revenue from search ads has hit a new high.
Search ads accounted for $35 billion in 2016. That’s up from $29.5 billion in 2015.
Unsurprisingly, though, desktop search revenues were down year-over-year as advertisers shifted their focus to mobile.
Mobile revenues increased 77% from the previous year. In fact, more than half (51%) of all digital ads are mobile ads, according to the report.
Google Rolls out Similar Audiences for Search and Customer Match Targeting
Google is offering online marketers a couple of new weapons in their arsenal: similar audiences for search and Customer Match for Shopping targeting.
Similar audiences are built from previous site visitors. The feature uses remarketing lists as a basis for creating the similar audience.
According to beta tester Amy McNeil, who’s the head of digital marketing at Fiat Chrysler Automobiles US, Google’s similar audiences feature delivered an 11% increase in the clickthrough rate and a 22% increase in conversions.
The Customer Match for Shopping feature allows marketers to target existing customers with Shopping ads.
Google: Stop Optimizing for RankBrain
Stop optimizing your site for RankBrain. That’s the message from Google’s John Mueller.
If optimizing for Rankbrain = make a great site, it seems like the Rankbrain part is irrelevant. Make great sites for your users, folks.
— John ☆.o(≧▽≦)o.☆ (@JohnMu) May 4, 2017
This past week on Twitter, Mueller posted the following: “If optimizing for Rankbrain = make a great site, it seems like the Rankbrain part is irrelevant. Make great sites for your users, folks.”
So, just take care of your users, and RankBrain will take care of your site.