This week: you should change your Twitter password, Snap sales slump, and Google has a new ad type. Here’s what happened this week in digital marketing.
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Snap Revenue Slumps in Q1
This past week, Snap reported $230.7 million in sales. That’s a year-over-year increase of 54%, but a decline from the previous quarter’s sales of $286 million.
CEO Evan Spiegel says the loss is due to a major redesign of the user interface.
The company reported 191 million daily active users (DAUs) during the quarter. That’s a slight increase from the 187 million DAUs from Q4 2017.
The company has doubled its user base in the past two and a half years.
Snapchat Lets Marketers Buy Story Ads Through Its Self-Serve Ad Manager
Speaking of Snap, the company’s social media platform is now allowing marketers to buy Story Ads through its self-serve ads manager.
Story Ads, once called Promote Stories, only appear in the Discover feed. Advertisers who purchase a tile there will have the opportunity to populate it with as many as 10 snaps.
Users can swipe up on a Story Ad to navigate to a landing page outside of the Snapchat platform.
Story Ads have the same target options as other Snapchat ads. They also use an auction system.
Google AdSense Revises Impression Metrics
Google AdSense is changing how it reports ad impressions.
In the past, the ad platform would display impression counts based on served impressions. Now, it’s calculating them based on downloaded impressions.
Served impressions are counted when there’s a request for an ad on the server. Downloaded impressions are counted when at least one of the returned ads has actually loaded on the user’s device.
Here’s how Google explains it: “For example, if an ad failed to download or if the user closed the tab before it arrived, it will no longer be counted as an impression. As a result, some AdSense users might see decreases in their impression counts, and corresponding improvements in their impression RPM, CTR, and other impression-based metrics.”
The new counting system will not impact earnings.
Google: Expect Wild Ranking Fluctuations When You Publish New Content
Have you ever published new content and watched it do the Google Hustle for the first few days after it gets indexed? That’s completely normal, according to John Mueller.
During a Google Webmaster Central office-hours hangout this week, a website owner pointed out that a new piece of content immediately showed up at #12 in the rankings. Shortly thereafter, the page basically disappeared.
Mueller said that situation is typical.
When Google indexes content, it starts off with an educated guess about where it belongs in the search results. Sometimes, Google overestimates where it belongs. Other times, it underestimates.
Eventually, Google will find just the right spot for the web page. That process could take weeks.
Google Rolls out New Ad Type Targeting People Who Watch YouTube on TV
Want to target people who are watching YouTube on the actual tube? There’s an ad format for that.
As of now, people spend a combined 150 million hours per day watching YouTube on a TV screen. It’s the fastest growing medium for the platform.
That’s why Google will soon roll out a new “TV screens device type” targeting option in AdWords and DoubleClick Bid Manager.
”Advertisers will be able to reach people who consume most of their television and video content online and might be harder to reach via traditional media,” Google said in a statement. “This audience is reachable on YouTube across computers, mobile, tablets, and TV screens.”
AdWords will also introduce a “Light TV Viewers” segment. That’s designed to appeal to people who don’t watch a whole lot of traditional TV programming.
Google: Don’t Change URLs When Replacing Old Content With New
If you’re revamping some old content, it’s a bad idea to change the URL. That’s according to Google’s John Mueller.
This past week, he was asked on Twitter about fetching new content (with new URLs) in the Google Search Console.
Mueller replied: “TBH I’d just replace the content on the existing URL. Changing URLs adds unnecessary complexity in most cases (and adds the uncertainty of canonicalization – which URL is chosen). That said, doing what you mentioned is fine if you need to change URLs.”
You Should Change Your Twitter Password
Your Twitter password might have been compromised.
In this case, “might have been compromised” is just a polite way of saying that it might have been exposed to hackers because Twitter stored user passwords in clear text in a log file.
If you log on to Twitter right, you’ll probably see a pop-up encouraging you to change your password. Take that advice.
Of course, if you made the mistake of using the same password for all of your websites, you’re going to have to change them all.
Twitter says it’s since fixed the issue and there’s no evidence of a data breach.
Still, better to be safe than sorry.