This week: Google rolled out a search algorithm update, social media companies are giving you lots of new video advertising opportunities, and wait until you hear about how many fake reviews TripAdvisor had to remove.
Here’s what happened this week in digital marketing.
Study: Organic Search Responsible for 53% of All Site Traffic
Just over half of all website traffic is a result of clicks from organic search results, according to a new study by BrightEdge.
The research shows that 53% of all site traffic is from organic search. That’s an increase of 51% from 2014.
Paid search provides about 15% of all website traffic.
The study also broke down traffic source by verticals. It found that B2B sites get about 75% of their traffic from paid and organic search combined.
Social media referrals, on the other hand, remained flat at around 5% for all websites since 2014. The study also found that social media delivers less than 1% of revenue on average.
TripAdvisor Blocked or Removed 1.5 Million Fake Reviews Last Year
This past week, TripAdvisor announced that it blocked or removed 1.5 million fake reviews from its website in 2018.
According to the company’s first TripAdvisor Transparency Report, just over 2% of all reviews submitted last year were fake.
TripAdvisor says that the vast majority (73%) of the reviews were blocked before they were even posted. The remainder were removed later.
The company also rejected or removed 4.7% of submitted reviews for violating its guidelines.
Google Search Console Now Reporting Same-Day Data
Google Search Console is rolling out a new feature that will show you metrics gathered on the same day.
The update comes in response to a request from SEOs who wanted more recent data.
It’s worth noting, though, that the “fresh” data may not be 100% accurate. Google will replace the same-day data with final numbers after a few days.
The updates are rolling out now.
Google Releases a Broad Core Algorithm Update
This past Tuesday, Google announced that it released a broad core algorithm update.
Google’s Danny Sullivan said that the roll-out will take a few days. It should be completed by the time you’re reading this.
What can you do to adapt your website to the algorithm change? In a word: nothing.
Google offered the usually generic guidance to inquiring webmasters: keep producing quality content.
If you see a ranking drop for one of your pages, it’s probably not because of a penalty. It’s more likely due to the fact that Google found other pages that are more relevant to the search query.
Study: Facebook News Feed Ads Outperform All Other Ad Units
According to a new report by Socialbakers, 60% of total ad spend on Facebook and Instagram goes to Facebook News Feed ads.
That’s for good reason. News Feed ads outperform their counterparts.
According to the report: “Instagram feed came in a distant second at 20%, and the rest of the top five — Instagram Stories, Facebook suggested video and Facebook in-stream video — combine for about 10%.”
Socialbakers also found that News Feed ads have the highest click-through rates at 1.7%.
Suggested video ads only get a .75% CTR.
Cost-per-impressions (CPM) for Facebook News Feed ads stands at $1.80. Cost-per-click hovers around $0.05.
Google Upgrades AdMob API
Google is rolling out a new AdMob API that offers enhanced insights.
Specifically, the new version will include an upgraded dashboard. You can use it to view estimated earnings by app, format, country, and ad unit.
Graphs are also more user-friendly and offer two-metric comparisons.
The initial App Overview Dashboard now shows additional insights, such as session duration, active users, and exposures per session.
If you want access to the new analytics, you’ll need to use Android SDK 18.1.0 (or later) or iOS SDK 7.44 (or later).
Facebook Introduces Video Poll Ads
Here’s a new one: Facebook is rolling out a video poll ad format.
It appears that the company is capitalizing on its success with poll stickers for Instagram Stories ads.
Additionally, Facebook is moving augmented reality (AR) ads into beta for all advertisers.
The company started testing AR ads last year. However, the program was open only to a select number of brands.
Now you can participate, too.
It might be worth your while. Bobbi Brown Cosmetics said its CTR increased 3x with AR ads as compared to other ad units. Website purchases doubled.
YouTube Launches ‘Video Reach’ Campaigns
YouTube is getting in on the dynamic ad concept.
The company just announced the release of Video Reach campaigns. They enable you to upload three different asset types for a single campaign.
YouTube will use machine-learning tech to determine the best combination of ads to maximize reach.
The three asset types include:
- Six-second bumper ads
- Skippable in-stream ads
- Non-skippable in-stream ads
The new campaign format runs on both desktop and mobile platforms.
Ford says that it saw campaign costs drop by more than 20% with the use of YouTube Video Reach campaigns.
Pinterest Rolls out ‘Shop the Look’ Ads
This past Monday, Pinterest announced that it’s releasing a new mobile ad format called Shop the Look. It will roll out in the U.S. over the next few months.
The new ad unit will allow you to showcase up to four products. Pinterest users can click on a product image to make a purchase on your website.
Additionally, Pinterest is redesigning its Business Profiles section. The company is going to bring “Pins and products front and center.”
The makeover also enables you to customize your profile cover with an image or a video.
Finally, Pinterest also added a Shop tab to Business Profiles so users can shop online.
Snapchat Extends Video Ads to 3 Minutes
This past week, Snapchat announced a number of new features that you might like if you’re into video advertising.
First up: video ads can now last as long as three minutes. In the past, the maximum duration for a video ad was 10 seconds.
Additionally, Snap is introducing a swipe-up feature for commercials. It enables users to swipe up on the ads to visit a long-form video or website.
Finally, Snap is giving you the opportunity to run ads with goal-based bidding. It’s only applicable for 15-second video views, though.
Based on the news from above, here’s your homework assignment for the week:
- Find out how much your rankings have changed since the Google algorithm update. Depending on which tool you use to track rankings, you may have to wait a few days before you can see the effects.
- With all the new video ad campaign options available, think about how video advertising can benefit your brand.
- Since Facebook News Feed ads perform so well, consider how your business can benefit with additional ad spend on that platform.
- Check out the same-day data on Google Search Console. After a few days, compare that data to the final numbers. That will give you some idea about how much you can rely on Search Console’s preliminary numbers.