This week: Consumers opt for brand familiarity over search rank, more marketers are shifting ad dollars to Amazon, and Quora has a new bidding strategy.
Here’s what happened this week in digital marketing.
Vimeo Introduces Direct Video Publishing to LinkedIn Company Pages
If you have a LinkedIn company page and a Vimeo account, you can now publish videos to your LinkedIn page from the Vimeo platform.
Caveat: it only works for paid Vimeo subscribers at this time. So if you’re using the free plan, you’re out of luck.
Vimeo also offers an analytics dashboard so you can see how well your videos are performing.
“Over the past year, Vimeo has invested heavily in building a central distribution hub for video content to be shared everywhere and across platforms,” says Vimeo CTO Mark Kornfilt. “Our Publish to Social feature makes it possible for creators and businesses to reach audiences in more places, while also enabling them to better understand video performance.”
LinkedIn added native video uploading to its platform this past March.
Google Requires AdSense Users to Submit New Sites for Verification
Got a new website that you’d like to monetize? No problem, just copy and paste the AdSense code onto it, right?
Wrong. Going forward, you’ll need to submit new sites for review before you can run AdSense ads on them.
Once Google approves the site, though, then you can do the copy and paste thing.
Google is making the change to prevent brands from advertising on sites with objectionable content.
Quora Now Allows CPM Bidding for Ads
This past week, Quora announced that you can now use CPM bidding to run ads on its platform.
That’s a smart strategy if your goal is brand awareness rather than conversion.
The addition gives you three options for purchasing ads on Quora:
- Cost per click (CPC)
- Cost per action (CPA)
- Cost per thousand impressions (CPM)
Quora offers the following advice for marketers: “For performance-based advertisers, we recommend testing CPM bidding in addition to cost per click (CPC) and Conversion Optimized Campaigns you might already be running on Quora if you want to increase your reach.”
In case you haven’t been following the news in this space lately, Quora is on its way to becoming a rock star in digital advertising. The company rolls out ad enhancements regularly.
LinkedIn Integrates Sponsored Content With Google Campaign Manager
This past week, LinkedIn announced that Google Campaign Manager can now track Sponsored Content.
The integration supports a variety of ad formats, including carousel ads, lead-gen forms, video ads, text ads, and “Spotlight” Dynamic ads.
According to the LinkedIn business blog, Sponsored Content support “not only allows you to (1) see LinkedIn ad performance alongside the rest of your paid spend, but also (2) get attribution for your LinkedIn ads across all impressions and interactions, measured in a cross-device and cross-platform manner.”
LinkedIn says it’s working on adding more metrics to GCM, but didn’t offer details.
Here’s Another Report Showing That Ad Dollars Are Shifting to Amazon
More than 80% of small-to-medium sized businesses (SMBs) plan to shift ad dollars from search, display, and social to Amazon. That’s according to a survey of 700 digital marketers conducted by Third Door Media.
The survey also found that 62% of of businesses with annual revenues above $25 million plan to reallocate resources to Amazon advertising.
Additionally, 80% of those currently advertising on Amazon plan to increase their ad investments on the platform in 2019.
Dan Neiweem is the co-founder and principal at e-commerce platform Avionos. He says the report is in line with what his company is seeing.
“[Amazon] gives them more opportunities to get their products in front of consumers who head to the platform to purchase,” he says. “While [Amazon] does put SMBs among a large pool of competitors, the path to purchase is much more direct than on a site like Google or Facebook.”
Neiweem also pointed to a report produced by his own company showing that 38% of consumers who are looking to make a purchase begin their search on Amazon while only 22% start with Google.
Bing Ads Rolls out Recurring Insertion Orders
You can now create insertion orders on Bing Ads that automatically renew.
If you’re unfamiliar with insertion orders, they’re basically purchase orders for ad space. They almost always cover a specific time period.
When that time period elapses, the ad network will stop running your ads. Unless, of course, the insertion order is renewed.
Bing Ads now automates the renewal process so you don’t have to worry about down time.
You can still manage individual insertion orders as well.
Google Ads Rolls out “New vs. Returning” Store Segmentation
If you’re measuring store visits with Google Ads, you’ll be happy to learn that you can now use a “New vs. Returning” segmentation.
As the name implies, the new feature is designed to help you determine how much traffic you’re getting from new customers versus how much you’re getting from returning customers.
Armed with that info, you can adjust your advertising strategy accordingly.
Google Ads lets you specify the time window for returning customers. The default setting is 180 days. That’s also the maximum setting.
Google Ads Introduces New Features to Ad Preview and Diagnosis Tool
Google Ads is making it easier to get insights about who is seeing your ads.
This past week, Google announced a couple of new features to the Ad Preview and Diagnosis Tool. Here’s the rundown:
- Filter by audience – Previews ads based on the audience who will see them. Use it to find the ads that are appearing for a market segment.
- Fix issues immediately – Allows you to take corrective action directly from the Ad Preview and Diagnosis tool. For example: if your ad isn’t showing because of a budget-related issue, you’ll see an “Edit Budget” option so you can make the necessary changes.
Twitter Loses 9 Million MAUs in Q3
Twitter, the microblogging social media platform, lost a whopping 9 million monthly active users (MAUs) last quarter.
That number might seem worse that it really is, though. Some of those users were bots that Twitter eliminated. Others were bad actors.
Still, Twitter predicted a loss in the “mid single-digit millions.” A loss of 9 million MAUs is the high single-digit millions.
Twitter says that the loss in MAUs is expected to continue.
Some good news, though: daily active users (DAUs) rose 9% year-over-year. The company also earned enough revenue to stay in the black for the period.
Bing Rolls out New Features for Product Ads
Just in time for the holidays, Bing introduced some new features for Product Ads and Shopping campaigns.
Here’s what you need to know:
- Automatic item update – Now, the Bing Merchant Center can automatically update your product ads with price and availability info.
- Multiple images in product ads – Include up to 10 additional images per offer. This is a great feature if you’re in the fashion space and want to show an outfit from different angles.
- Product ratings – Bing partnered with Bazaarvoice to provide authentic rating content for product ads.
- Product descriptions – Consumers can now view product descriptions on the shopping page so they won’t have to click through to read descriptions.
Report: Google Produced 92% of Organic Search Visits in the US Last Quarter
Google continues to dominate.
According to a new report by Merkle, the Big G produced 92% of organic search visits in the US in Q3 2018. That’s a 9% year-over-year increase. It’s also the strongest performance for the search giant since Q2 2015.
Smartphones saw the highest search growth, posting an 18% YoY increase.
However, organic search from tablets and desktops dropped 6% and 4%, respectively.
Organic search visits from Bing declined 14% and captured only 5% of the overall total.
Yahoo took the other 3%.
Report: Consumers Prefer Brand Familiarity Over Search Rank
A new report by Red C Marketing highlights the importance of brand awareness in SEO.
According to the report, 82% of consumers choose a brand they know about in the search results, regardless of rank.
Among young, pre-family consumers, that number rises to a whopping 91%. By contrast, 84% of older consumers choose familiar brands. Only 67% of “post-family” (yeesh) consumers choose a brand they know.
The three most important factors in determining a “familiar brand” include:
- The shopper was a previous customer
- The shopper trusted the brand
- The shopper knew about the brand
In other words, Marketing 101 applies in the Information Age. It’s still important to build brand trust and awareness as part of an effective marketing strategy.