This week: Snap, Inc.’s first quarter report is as bad as expected, less than a quarter of SMBs are seeing a positive ROI on Facebook, and Google says embedded videos don’t help with ranking.
Here’s what happened this week in digital marketing.
Survey: Less Than a Quarter of SMBs Seeing Positive ROI on Facebook
According to a new survey by Manta, only half of SMBs have a Facebook page. Of those, only half are seeing a positive ROI.
One possible explanation: almost 75% were spending less than two hours per week on Facebook marketing.
Also, most businesses surveyed post content on their Facebook page less than once a week.
Facebook Lead Ads Offers Offline Conversion Data
Facebook Lead Ads now includes integration with offline systems such as POS terminals, CRMs, and call centers.
Here’s more from Marketing Land:
Advertisers will be able to track conversion activity through the sales cycle and map it back to specific campaigns and lead ads. In addition to being able to optimize existing campaigns based on offline performance data, advertisers can also create Lookalike Audiences of lead ad segments using Custom Audiences, retarget lead customers with upsells or new products or sequence ads based on where users are in the funnel.
Report: Amazon Controls 70% of Digital Assistant Device Market
The market for digital assistants might be young, but it looks like Amazon already dominates it.
According to eMarketer, Amazon owns 70% of the market that consists of about 60 million people in the U.S.
Google Home finishes a distant second with 23.8% of the market. All of the others, combined, make up 5.6% of the market.
People between the ages of 25 and 34 are the heaviest users of digital assistants.
Google: Adding Videos to Your Pages Doesn’t Help With Ranking
You might think that adding videos to your pages will help with ranking. If so, you’re wrong.
That’s according to Google’s Gay Illyes, who said on Twitter that “having a video on your page will absolutely not help you rank better in web search.”
— Gary Illyes ᕕ( ᐛ )ᕗ (@methode) May 5, 2017
Having a video on the page might slow down its load time, though. That can actually work against ranking it well.
Google Crawls 404s After Other Pages, Saving Crawl Budget
If you’re worried that Google will crawl 404s on your site and eat up your crawl budget, don’t be.
According to John Mueller, Google will “generally crawl those URLs after we’ve crawled the important ones.”
— John ☆.o(≧▽≦)o.☆ (@JohnMu) May 11, 2017
Keep in mind, when Google crawls 404s, that means the site has extra crawl budget. That’s a good thing.
Google Removes ECPC Bid Cap
Once upon a time, Google would raise a max CPC bid on enhanced CPC (ECPC) by as much as 30%. Now, that cap has been eliminated.
According to Google: “We’re now removing the 30% bid cap to fully account for differences in conversion rates across dimensions like audience and location.”
The company also says that “[y]ou may still want to set a bid adjustment for mobile, as ECPC doesn’t adjust for the difference in conversion rates between mobile and other devices,”
Facebook Updates Its Feed to Combat ‘Low Quality’ Sites
This past week, Facebook announced a feed algorithm update that’s designed to combat ad-heavy sites with little valuable content.
The move by Facebook is also an attempt to keep fake news out of people’s feeds.
Here are characteristics of the types of sites that Facebook considers low quality, according to TechCrunch:
- A disproportionate volume of ads relative to content – This includes advertisements, and not legal obligations such as cookie policies or logins to private content, such as paywalls.
- Featuring sexually suggestive or shocking content – See relevant policies for Sensational Content and Adult Content.
- Pages that contain malicious or deceptive ads – which include Prohibited Content as defined in our policies.
- Use of pop-up ads or interstitial ads – which disrupt the user experience.
Snapchat Has 166 Million Users
According to Snap, Inc.’s first quarter report, the company’s social media platform has 166 million daily active users.
That means the company added just 8 million users during that quarter. Twitter, by contrast, added 9 million users in the last quarter.
Of the 8 million new users, 3 million are from North American and another 3 million are in Europe.
Snapchat is pretty much non-existent in the rest of the world.