This week: Instagram hits another milestone, Google Home speaks Spanish, and wait until you hear how much click fraud is out there.
Read the article or watch the video below.
Here’s what happened this week in digital marketing.
Google Says It’s Reduced Link Spam by Half
This past week, Google released its annual web spam report. The company claims it reduced spam links by almost half.
Additionally, Google says that less than one percent of search results that users visited are spammy. That number has also been cut in half over the last couple of years.
It sounds like the Big G is making it more difficult to manipulate its search rankings. That’s why it’s a great idea to abandon black hat practices and follow the rules.
Google Home En Español
Are you looking to reach a Spanish-speaking audience? If so, Google has a device for that.
Google Home now communicates in Spanish.
Previously, the voice assistant could translate English into Spanish and vice versa. Now, users can tackle more advanced tasks by speaking to it directly in Spanish.
For example, they can ask the Google Home to control devices around their house or play a song.
As of now, requests are limited. However, Google is clearly making overtures to people whose native language is Spanish.
If you’re marketing to people in Latin America or U.S. residents who speak Spanish, you have the opportunity to get a jump on the competition. Translate your web pages into Spanish then optimize them for voice search.
You’ll be way ahead of the curve when Google Home finally goes fully Spanish.
Google Is Rebranding AdWords
Out: Google AdWords and DoubleClick. In: Google Ads, Google Marketing Platform, and Google Ad Manager.
Google is reorganizing its online advertising solutions in a rebranding effort.
Here’s how it’s all going to work:
- Google AdWords will become Google Ads
- DoubleClick ads and Google Analytics 360 will become part of the Google Marketing Platform
- DoubleClick for Publishers and DoubleClick Ad Exchange will become part of a new platform called Google Ad Manager
The actual functionality of the services won’t change much, if at all. Everything should still work and look the same.
There will be some new advertising goodies coming down the road, though. See below.
According to Google, the rebranding effort is “indicative of where we have been directing products over the last few years.”
Google Launches Smart Campaigns for Small Businesses
The first solution that Google is launching under its newly created Google Ads brand is Smart Campaigns. It’s designed for small businesses that don’t have a marketing staff.
In fact, Smart Campaigns will be the default campaign for all new Google Ads users. That’s because they’re almost fully automated.
Smart Campaigns also offer creatives and campaign optimization. Users can set marketing goals that include website visits, phone calls, and even requests for directions.
According to Kim Spalding, who heads up Small Business Ads at Google, Smart Campaigns are three times more effective at reaching a target audience than AdWords Express campaigns. One early adopter cited by Google, a yoga business, claims to have doubled its number of intro offers in 60 days thanks to Smart Campaigns.
The new solution also works with Google My Business. Soon, it will also support landing pages.
Smart Campaigns will even create and host a website for businesses that don’t have one. Best of all, it will optimize website landing pages to match the ad and the ad creative.
That feature is still in testing.
Google Might Ignore Keyword Stuffing in Valuable Content
If you’re producing high-quality content, you might not have to worry about how often your keyword appears in it. That’s according to Google’s John Mueller.
For years, SEOs have been warned to walk a fine line when it comes to populating a blog post with a keyword.
On the one hand, they had to sprinkle the keyword throughout the content enough times so that Google would “register” it. But at the same time, they also needed to make sure they didn’t overpopulate the article with the same keyword or Google might interpret that as an effort to manipulate the search engines.
Maybe content marketers can breathe a sigh of relief now.
According to Mueller, there are more than 200 factors that go into ranking a page. The nice part about that, he said, is “you don’t have to get them all perfect.”
He also said that “boring keyword stuffing” might be ignored completely and that it shouldn’t result in removal from the search index.
Report: 90% of Ad Traffic Is From Robots in Some Campaigns
Unfortunately, the headline isn’t a typo.
According to a new report, 90% of the clicks in some ad campaigns are generated by bots.
Since many ad campaigns charge per click, that means an awful lot of money is being wasted.
That eye-opening stat is brought to you by the first “Robot Traffic Report” from Dianomi. It’s based on data from hundreds of publishers over a period of six years.
There is a silver lining on this cloud, though. The study found that “only” 32% of ad clicks were generated by robots last year.
Still, that’s a lot of click fraud.
The report also says that U.S. publishers have the smallest percentage of bots in their traffic.
Also, keep in mind that not all bots are bad. Search engine bots, for example, discover the content on your website.
Dianomi advises marketers to enlist the aid of a third-party vendor, like DoubleVerify or IAS, to analyze ad traffic for bot activity.
Adobe Target Takes the Gold in Forrester’s First Report on Experience Optimization
If you’re looking for a tool to fine-tune customer experience on your website or app, you might want to check out Adobe Target. It’s the only platform that earned a top ranking in Forrester’s first Wave report on experience optimization.
The research firm studied seven additional vendors, including Optimizely, Monetate, Oracle, and Evergage.
According to the report, Adobe Target is “a matryoshka doll that sits inside the Adobe Marketing Cloud — which in turn sits within the Adobe Experience Cloud.”
Adobe Target took the top spot because it’s strong across the board.
Optimizely, on the other hand scored well on testing and targeting but didn’t perform as well on recommendations. Evergage scored strong on recommendations and targeting but underperformed in testing.
Adobe Target is part of the Adobe Experience Cloud. That’s different from the Creative Cloud, which includes Photoshop and Illustrator.
Report: Stores Still Play an Important Role in the Customer Journey
It might be time to rev up your showrooming strategy.
According to a report by Blis, consumers still discover new products in traditional retail stores.
The survey asked 2,000 people the following question: “Where do you hear about new products the most?”
Here were the top answers:
- In-store browsing
- Targeted ads
- Brands I follow
- Friends & family
- None of the above
The survey also asked consumers about products they’d rather buy in a store than online. Unsurprisingly, groceries and furniture were the two most popular answers.
Finally, the Blis study also found that people spend 20% to 50% more when they shop in person versus when they shop online.
You Might Soon Be Able to Crosspost Facebook Updates to Instagram
If you’re not using a social media management tool like Buffer or Hootsuite, you’ll be happy to learn that you might soon be able to crosspost between Facebook and Instagram with just a click.
Facebook is testing a feature that will allow users to post an image to Facebook and Instagram at the same time.
It makes sense that Facebook would offer that kind of a feature since advertisers can already crosspost ads between the two platforms.
Instagram Stories Now Has 400 Million Daily Active Users
If you pay attention to this space, you already know that Instagram recently reported 1 billion monthly active users. But the good news for Instagram doesn’t stop there.
In a recent announcement, Instagram said that Stories have 400 million daily active users.
Keep in mind: that figure is just for Instagram Stories.
Yes, that’s the feature the company stole from Snapchat. In retrospect, that theft was a good move.
Also, it’s abundantly clear that people really like Instagram Stories. That’s another good reason to consider using them in your marketing efforts.