This week: Google gains in smart speaker market share, Pinterest is attracting back-to-school shoppers, and wait until you hear about how many EU domain visitors granted GDPR consent.
Here’s what happened this week in digital marketing.
Quora Introduces Conversion-Optimized Campaigns
This past week, Quora rolled out conversion-optimized campaigns.
If you’re unfamiliar with conversion-optimized campaigns, they’re designed to attract people who will take action beyond just clicking on the ad.
“For example, if you want to get app installs and you choose to optimize for conversions, we will show ads to people who are most likely to install your app,” said Ryan Browne, Quora’s Director of Product Management Ryan Browne, in a blog post.
If you want to run conversion-optimized ads, you’ll need to install the Quora pixel on your website. You’ll also need to work with a Quora-endorsed tool to track conversions.
Quora will charge you on a CPM basis for the new campaign strategy.
Report: Google Continues to Gain Smart Speaker Share
Google is still gaining global share in the smart speaker market. That’s according to a new report by Strategy Analytics.
Amazon still dominates the market, although its shipments have fallen to 41% of the market share in Q2 2018 from 44% in Q1.
In Q2 of 2017, Amazon enjoyed a whopping 76% of smart speaker shipments worldwide.
Google and Chinese brands have increased their market share during the past year.
In Q2 of 2017, Google snagged a 16.1% market share. Now, the search giant commands a 27.6% market share.
Alibaba has grown from nothing to 7% of the market share within the past year.
In the U.S., current market share for smart speakers is estimated at:
- 70% for Amazon
- 24% for Google
- 6% for Apple
According to Nielsen, about 47 million U.S. households have smart speakers.
Study: Voice-Based Purchases Put Brand Loyalty at Risk
Speaking of smart speakers, people often use them to buy products online. And they don’t always buy from a preferred vendor.
According to a study by Digitas, 85% of users who make a purchase with a voice agent just select the first option presented.
In other words, they go with the recommendation of the search engine.
Compare that with an “old school” purchase using a web browser. In that case, shoppers presented with multiple options even if Google highlights a preferred choice in the featured snippet.
In fact, Digitas also says that 78% of Americans will likely scroll through a list of product options if they’re given a choice. That’s why the company recommends a hybrid approach that involves a voice assistant with a Windows-like interface.
Is that going to happen? Probably not any time in the near future.
In the meantime, brands will challenge each other for that top spot in voice search.
Pinterest: We’ll Attract 50 Million Back-to-School Shoppers This Season
It’s a little late for you to do anything with this news in 2018, but file it away for next year.
Pinterest claims that about 47 million US shoppers used its platform to shop for school products in 2017. It expects that number to rise this year.
“With 80 percent of US moms and ~40 percent of US dads on Pinterest, there’s a huge opportunity for brands to reach parents while they shop for the new year,” wrote Pinterest insights solutions analysts Eric Alessi in a blog post.
Pinterest said that it also reached about half of all US college students.
Here’s a partial list of brands that are running back-to-school campaigns on Pinterest:
- The Children’s Place
- Mochi Things
- Warby Parker
According to 4C, a Pinterest marketing partner, clients are spending more money on Pinterest this year than they did previously.
“Ad spend on Pinterest increased 36 percent year-over-year through 4C, and offerings like Shopping Pins continue to draw advertisers to the platform,” said CMO Aaron Goldman.
Pinterest saw its ad growth in Q2 outpace Facebook and Twitter, but trail behind Snapchat and Instagram.
Analysts: Amazon’s Ad Business Will Top AWS Business by 2021
It turns out there’s a market for marketing. On Amazon, anyway.
According to Piper Jaffray, the e-commerce giant’s ad revenue will top its Amazon Web Services cloud computing business by 2021.
What’s fueling the growth? Amazon’s dominance in product search.
It’s often the case the consumers turn to Amazon to search for products before they even go to Google.
Amazon’s advertising model works in some ways like Google’s. Sellers have the opportunity to “buy” keywords so their listings will show up in relevant searches.
Unfortunately, Amazon doesn’t report its advertising revenue. It’s all funneled into an “Other” sales segment.
But that segment has been growing steadily over the past year. So Piper Jaffray’s prediction will probably come true.
Also, there are currently more than 5 million sellers on the Amazon platform. That’s a lot of people who might like to buy an ad.
Report: More Than 90% of EU Domain Visitors Grant GDPR Consent
Maybe the reports about the death of cookie-based marketing were greatly exaggerated.
You might recall that not too many moons ago people were predicting that the General Data Privacy Regulation rollout across the pond would spell certain doom for high-tech advertising campaigns.
But according to a new report by Quantcast, more than 90% of visitors to EU domains are granting consent.
In other words, they’re letting websites put cookies in their browsers. Those cookies can be used for remarketing purposes and other types of online campaigns.
Even better: 92% of those who gave consent (or 81% of all users), said yes to everything. They’ve allowed marketers to snoop all over their technical habits.
Keep in mind: Quantcast offers a consent management platform. It only checked data websites that use its service.
Still, marketing platform Purch reported last month that it’s seen a 70% consent rate. So there’s some level of corroboration to the numbers.
Google Ads Report Editor Now Offers Time Period Comparison
The Google Ads Report Editor has a new feature: you can compare ad performance over two distinct periods.
That will give you the option to visualize your data.
For example, if you want to compare this week’s clicks to last week’s or this month’s clicks to last month’s, you can do that.
The report editor will also overlay the data so you can see the comparison at a glance.
In the past, the tool only allowed you to view data for one period at a time.
You can also use the editor’s filtering and sorting capabilities with the new time period comparison feature.
Google: It’s a Really Bad Idea to Try to Pass off Old Content as New
Some SEO hacks should never have caught on.
Take, for example, the idea of trying to pass off old content as new. Not only is that bound to fail from an SEO standpoint, but you’ll irritate users as well.
This past week on Twitter, somebody tweeted out this bit of snark: “As we are heading towards 2019, all Title tags on 31 dec will be changed to How to Rank in 2019 or To 100000 ways to Rank in 2019.#SEO hack”
For some reason, he tagged John Mueller, who replied that “as a user, recognizing that old content is just being relabeled as new completely kills any authority that I thought the author / site had.”
He added: “Good content is not lazy content. SEO hacks don’t make a site great. Give your content and users the respect they deserve.”
Keep in mind, though, some authors do have a “master listicle” that they update every year. For example, check out Brian Dean’s complete list of SEO tools.
He keeps that up to date. He also changes the title to reflect the current year.
Follow his example. Don’t leave the content the same and update the title to the current year. You’re going to irritate people.
Facebook Team Enables Advertisers to Create Video Ads From Still Images
Now you can run your single-image creative as a video ad on Facebook.
The Facebook Creative Shop team will add so-called “lightweight motion” to your photos or graphics. That way, they’ll stand out in a busy news feed.
Posted by Facebook Business on Monday, August 13, 2018
If you want to take advantage of the new system, you’ll have to get in touch with the Facebook team. It’s not something you can do yourself on the ad platform.
Here’s how Fast Company explains the process: “The Creative Shop collaborates with marketers and agencies to create brand campaigns that best utilize Facebook and Instagram’s social environments, using its comprehensive consumer insight data to inform creative solutions.”
And here are your “lightweight motion” options:
- Basic motion – Just one or two elements of motion with a call to action (CTA) card thrown in for good measure.
- Brand in motion – Give your logo some life. Also includes a CTA card.
- Benefit in motion – Highlight a key benefit with animation. Shows a CTA at the end.
- Demo in motion – Show people how your stuff works. Use a CTA so people can take action from your ad.