This week: the top reasons people unfollow you on Twitter, Amazon hit the jackpot on Prime Day, and some eye-opening new stats about PPC.
Here’s what happened this week in digital marketing.
Watch The Video
Listen To The Podcast
Read The Blog
Even With All the Problems, Amazon’s Prime Day Was a Big Hit
Amazon’s most recent Prime Day was a roaring success. In fact, it was the company’s biggest sales day ever.
That’s in spite of the fact that it was plagued by technical difficulties. Many visitors browsing on the Amazon site were greeted with an error page.
It was a user-friendly error page, though. It showed a picture of a dog.
Still, the ecommerce giant managed to sell 100 million products. That beats last year’s Prime Day. It tops Black Friday and Cyber Monday sales as well.
Of course, this year’s Prime Day had an unfair advantage. The “day” lasted 33 hours.
Amazon started its Prime Day at 3:00 PM EST on July 16. It lasted until midnight the next day.
“Extending Prime Day to a day and a half this year allowed us to further reward members with unbeatable deals, access to exclusive new products and unforgettable experiences that highlight the many benefits of a Prime membership,” said Jeff Wilke, CEO of Amazon’s worldwide consumer business.
Coming soon: Prime Week?
Amazon Gaining Ground on Google, Facebook in PPC
Although Facebook and Google still dominate the PPC market, more and more strategists are experimenting on Amazon. That’s according to a recent Marin Software study.
The report also showed that Google’s average cost per click (CPC) remained stable on a year-over-year basis. It was $1.09 in Q1 2017 versus $1.08 in Q1 2018.
The click-through rate (CTR) stayed at .03. It’s been at that level for the past five quarters.
Google Shopping Ads accounted for 27% of all Google ad spend in the U.S.
The study also found that many companies spent about 20% of their ad dollars on Amazon. The lion’s share of that money (80%) went to Sponsored Product Ads. The other 20% was for Headline Shopping Ads.
Although the average CPC was higher on Amazon than Google, it’s for good reason. Amazon is basically a search engine for products (much like YouTube is a search engine for videos). So people on Amazon tend to be much lower in the sales funnel.
You Can Now Add a Security Badge to Your Bing Ads
If you advertise on Bing, you can let customers know that your site is secure with a new type of annotation.
For example, if you use Norton to secure your site, people will see “Site Secured by Norton” just to the right of the URL.
Of course, you can only display that badge if, in fact, your site is secured by Norton. Bing won’t let you “cheat.”
“When your website is secured by a third-party antivirus provider, like Norton or McAfee, it increases customers’ confidence in your website,” Bing said in a statement. “This added level of trust will also help to increase clicks and higher reliability for customers.”
The badge will only appear on desktop results at this time.
Bing Ads Really Wants You to Use HTTPS
Bing Ads recently issued a strongly worded statement advising you to switch your website to the secure HTTPS protocol if you haven’t done so already.
Bing cited two reasons for the announcement:
- Because HTTPS is effectively the new standard for all brands that want to be taken seriously
- Google Chrome will soon begin marking all non-HTTPS sites as “Not Secure.”
There are also search rank benefits associated with moving to HTTPS.
Google Will Tell You Which Search Queries Are Bringing Up Your Business Listing
A new feature in Google My Business will show you which queries people are using to find your business online.
Just log in to your GMB account and head over to the Insights tab. The app will show you the most common search trends and terms that bring folks to your site.
Keep in mind: Google won’t show you every keyword that people use to learn about your business. Just the most popular ones.
You can view search terms used within the last 7 and 28 days.
Google plans on rolling this out to all users in the near future. So if you don’t see it yet, be patient.
Surprise: Pogo-Sticking Is NOT a Negative Ranking Factor
You might have thought that your rank will suffer if people visit your web page from the search results and then bounce away from it quickly. That’s not the case.
According to Google’s John Mueller, “pogo-sticking” is not a negative ranking factor.
In fact, he went even further to say that pogo-sticking is something that webmasters shouldn’t worry about at all.
There are a number of reasons, according to Mueller, why people might go back and forth in the search results. Since Google can’t interpret motivations, it doesn’t use that kind of behavior to determine rank.
“We try not to use signals like that when it comes to search,” Mueller said in a Google Webmaster Central hangout. “So that’s something where there are lots of reasons why users might go back and forth, or look at different things in the search results, or stay just briefly on a page and move back again. I think that’s really hard to refine and say ‘well, we could turn this into a ranking factor.’”
Podcasts Are More Popular Than Blogs (Maybe)
Think the best way to reach an audience is with a blog? Maybe not.
According to Google Trends, searches for podcasts exceed searches for blogs.
So now might be a great time to reconsider your opposition to launching a podcast.
In fact, Google Trends shows that searches for “blog” or “blogs” are on a downward trend. Searches for “podcast,” on the other hand, are on an upward trend.
Also, search phrases associated with blogs are on the decline. For example, searches for “WordPress plugins” have dropped almost 75% over the past five years.
Searches for “how to podcast” and “podcast app” have increased during that same period.
Of course, it’s not a great idea to scrap your blog just because of trends in search. People still use Google to find information that’s delivered from written content.
Still, there’s a reason why podcasts are growing in popularity. They give you an outstanding opportunity to promote your brand.
You Can Now Add Captions to Your Videos on LinkedIn
LinkedIn rolled out a new feature allowing you to add captions to your videos.
Here’s how to do it:
- Log in to your LinkedIn account
- Click the video icon in the share box at the top of the screen
- Upload your video
- When the preview shows up, click the edit icon on the top, right-hand side
- Click on “select file” from settings to attach an SRT (SubRip Subtitle) to your video
Research shows that videos with captions boost shares by as much as 15%.
Here Are the Top Reasons People Are Unfollowing You on Twitter
Curious about why you lost a lot of Twitter followers recently?
Sure, some of that might be due to the Great Twitter Purge. But there might be other reasons as well.
According to DK New Media, here are the top reasons that people unfollow on Twitter:
- Tweeting too often (52%)
- Too much self-promotion (48%)
- Spamming (47%)
- Boring content (43%)
- Too much repetition (29%)
Only 18% of Twitter users unfollow someone for “crimes against grammar.”