Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
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Yesterday Google shared they see greater mobile than desktop search volumes in 10 countries including Japan and the United States.
3 years ago RKG shared CTR data which highlighted how mobile search ads were getting over double the CTR as desktop search ads.
The basic formula: less screen real estate = higher proportion of user clicks on ads.
Google made a big deal of their “mobilepocalypse” update to scare other webmasters into making their sites mobile friendly. Part of the goal of making sites “mobile friendly” is to ensure it isn’t too ad dense (which in turn lowers accidental ad clicks & lowers monetization). Not only does Google have an “ad heavy” relevancy algorithm which demotes ad heavy sites, but they also explicitly claim even using a moderate sized ad unit on mobile devices above the fold is against their policy guidelines:
Is placing a 300×250 ad unit on top of a high-end mobile optimized page considered a policy violation?
Yes, this would be considered a policy violation as it falls under our ad placement policies for site layout that pushes content below the fold. This implementation would take up too much space on a mobile optimized site’s first view screen with ads and provides a poor experience to users. Always try to think of the users experience on your site – this will help ensure that users continue to visit.
So if you make your site mobile friendly you can’t run Google ads above the fold unless you are a large enough publisher that the guidelines don’t actually matter.
If you spend the extra money to make your site mobile friendly, you then must also go out of your way to lower your income.
What is the goal of the above sort of scenario? Defunding content publishers to ensure most the ad revenues flow to Google.
If you think otherwise, consider the layout of the auto ads & hotel ads Google announced yesterday. Top of the search results, larger than 300×250.
If you do X, you are a spammer. If Google does X, they are improving the user experience.
The above sort of contrast is something noticed by non-SEOs. The WSJ article about Google’s new ad units had a user response stating:
With this strategy, Google has made the mistake of an egregious use of precious mobile screen space in search results. This entails much extra fingering/scrolling to acquire useful results and bypass often not-needed coincident advertising. Perhaps a moneymaker by brute force; not a good idea for utility’s sake.
That content displacement with ads is both against Google’s guidelines and algorithmically targeted for demotion – unless you are Google.
How is that working for Google partners?
According to eMarketer, by 2019 mobile will account for 72% of US digital ad spend. Almost all that growth in ad spend flows into the big ad networks while other online publishers struggle to monetize their audiences:
Facebook and Google accounted for a majority of mobile ad market growth worldwide last year. Combined, the two companies saw net mobile ad revenues increase by $6.92 billion, claiming 75.2% of the additional $9.2 billion that went toward mobile in 2013.
Back to the data RKG shared. Mobile is where the growth is…
…and the smaller the screen size the more partners are squeezed out of the ecosystem…
The high-intent, high-value search traffic is siphoned off by ads.
What does that leave for the rest of the ecosystem?
It is hard to build a sustainable business when you have to rely almost exclusively on traffic with no commercial intent.
One of the few areas that works well is perhaps with evergreen content which has little cost of maintenance, but even many of those pockets of opportunity are disappearing due to the combination of the Panda algorithm and Google’s scrape-n-displace knowledge graph.
Even companies with direct ad sales teams struggle to monetize mobile:
At The New York Times, for instance, more than half its digital audience comes from mobile, yet just 10% of its digital-ad revenue is attributed to these devices.
Other news websites also get the majority of their search traffic from mobile.
Why do news sites get so much mobile search traffic? A lot of it is navigational & beyond that most of it is on informational search queries which are hard to monetize (and thus have few search ads) and hard to structure into the knowledge graph (because they are about news items which only just recently happened).
If you look at the organic search traffic breakdown in your analytics account & you run a site which isn’t a news site you will likely see a far lower share of search traffic from mobile. Websites outside of the news vertical typically see far less mobile traffic. This goes back to Google dominating the mobile search interface with ads.
Mobile search ecosystem breakdown
Not only is Google monetizing a far higher share of mobile search traffic, but they are also aggressively increasing minimum bids.
As Google continues to gut the broader web publishing ecosystem, they can afford to throw a few hundred million in “innovation” bribery kickback slush funds. That will earn them some praise in the short term with some of the bigger publishers, but it will make those publishers more beholden to Google. And it is even worse for smaller publishers. It means the smaller publishers are not only competing against algorithmic brand bias, confirmation bias expressed in the remote rater documents, & wholesale result set displacement, but some of their bigger publishing competitors are also subsidized directly by Google.
Ignore the broader ecosystem shifts.
Ignore the hypocrisy.
Focus on the user.
Until you are eating cat food.
This past week at Adobe Summit, we announced Launch — our upcoming, next-generation, tag management capability — which is built into the Adobe Cloud Platform. At Summit, the Launch team was in high gear with a full slate of sessions surrounding the Adobe Cloud Platform, including a mainstage demo during the keynote presentation; a full-day user group session on CAB day; four brand new, sold out technical labs; and numerous presentation sessions delivered to more than 600 attendees.
The 20 Most Frequently Asked Questions About Launch
With so many announcements coming out of Summit, there’s been some confusion about the upcoming Launch product release. So, let’s look at the most frequently asked questions and clarify some things.
1. What Is Launch?
Launch — the next generation of our dynamic tag management capability — is built into the Adobe Cloud Platform and enables clients to:
2. I Heard Launch Is Already Available; How Can I Gain Access?
Unfortunately, Launch is not yet available in production. The product team is just finishing up the alpha program, and we’re about to start the beta program. If you’d like to be considered for participation in the beta program, please email your account team and ask them to forward your request to the beta program manager.
3. If It’s Not Available Now, When Will It Be Released?
The official release date for Launch is “soon.” The product team is working very hard to make Launch ready for general availability (GA) as soon as possible. As we close out the alpha program and start the beta program, we remain focused on making Launch the best it can be for a production release as soon as possible.
4. Is This Just an Updated DTM?
No, Launch is an entirely new product with a new code base. The system has been re-architected from scratch using modern front-end development practices and an API-first approach — everything is built upon a robust set of APIs, making the system very powerful and very flexible.
5. Will Legacy DTM Still Be Available?
Yes, Legacy DTM (the existing production version) will be supported for the foreseeable future. Adobe will continue to fix any significant bugs and ensure consistent performance. At this time, no major feature enhancements are planned for Legacy DTM.
We’re working to make the migration process from Legacy to Launch as easy as possible, so customers can take advantage of more than 20 new features, extensions, and APIs that will be available with Launch.
6. How Much Will Launch Cost?
There is no additional charge for Launch — it will be available for any Adobe Experience Cloud customer.
7. Will I Have to Change the Embed Codes in My Current DTM Implementation?
Good news — no, you won’t have to change your staging or production embed codes if you’re currently using the Legacy DTM system. You can continue to work in your existing DTM company and web properties without worrying at all about changing those embed codes. The product team has not finalized the migration process just yet, but we’re working to make it as easy — and as automated — as possible.
8. I heard There Are Plug-Ins Now. What’s That About?
Launch is built into the Adobe Cloud Platform and is fully extensible. Customers, Adobe Partners, agencies, and marketing or advertising technology vendors will soon be able to build Launch extensions that add new functionalities or modify existing ones. The system allows our Partners and clients to build, manage, and update their own integrations. This is just one way in which we’re opening up the Adobe Cloud Platform so that customers and partners can build products and businesses on the Platform, and everyone can more easily connect our technology to marketing and advertising technologies from other vendors. Over time, this will become the place for customers to install and configure all their client-side technologies.
9. Those Extensions Sound Cool, but Will all Third-Party Tools Be Available Right Away?
When Launch is released, we plan to have extensions available for all Adobe solutions and for a select group of independent vendors. The product team is already working closely with several technology partners to ensure these extensions are available when Launch is released for GA. After the initial release of Launch, we’ll work to expand the number of extensions as quickly as possible. Since extensions can be built, managed, and updated by the Extension Developer, vendors won’t have to wait for Adobe engineering to build them — so this should be a very rapid process going forward.
10. When Will Clients or Partners Be Able to Build Extensions?
Launch will open its virtually self-service portal when it’s released for GA, enabling extension developers to build their own integrations with the Adobe Cloud Platform.
11. Is Launch Secure Enough to Meet My Company’s Security Standards?
12. I Have a Project Coming up Very Soon. Should I Wait for Launch to, Um, Launch?
Customers who either already use Legacy DTM or currently deploy DTM should continue to do so — don’t wait. Move your projects forward using the existing Legacy DTM, and when you’re ready to move to Launch, we’ll have a migration process in place that’s as easy and as automated as possible — no on-page embed-code changes and automatic migration of rules and data elements, for instance.
13. Which Capabilities in Legacy DTM Won’t Exist in Launch?
Absolutely none — every capability that currently exists in Legacy DTM will also be available in Launch.
14. What New Capabilities Will Exist in Launch That Don’t Exist in Legacy DTM?
Launch will deliver four new major capabilities that aren’t available in Legacy DTM, including:
15. Does Launch Support Single-Page Apps and My Favorite Framework?
Yes, Launch gives users and extension developers flexibility in collecting, managing, and distributing data within single-page application experiences and Ajax-heavy webpages or websites, regardless of their development-framework preferences — whether their favorite is Angular, React.js, Ember, Meteor, or any other development framework.
16. Does Launch Support Dynamic Data Layers?
Yes, Launch includes an extension that specifically listens for changes in dynamic data layers.
17. Which Event Types Does Launch Support?
Event types are available through extensions. The preloaded DTM extension includes 30 built-in event types. Other extensions may add additional event types. For example, the YouTube extension includes four video event types: play, pause, end, and time played. Through extensions, Launch can support any other browser event types or synthetic event types such as specific visitor-activity sequences.
18. Will Launch Affect the Speed of My Website?
Launch is designed to deliver and run marketing and advertising technologies on your website as efficiently as possible using today’s best practices. When used properly, Launch has proven to improve website performance more than alternative methods of providing similar functionality.
19. Which Browsers Will Launch Support?
Browsers supported in Launch’s client-side libraries:
Browsers supported in the Launch application interface:
In Legacy DTM, we support older versions of Internet Explorer; but, over the last few years, the percentage of overall web users who have older, outdated browsers has dropped to a very, very small segment for our clients. Most of our clients now leverage more modern web-platform features in current browsers and create better user experiences like single-page applications and interactive, Ajax-heavy websites and webpages. As most of our clients move to more modern approaches with their sites, they demand a solution like Launch that enables those approaches.
20. Does Launch Work on Native Mobile Apps?
Adobe continues to recommend the Mobile Services/App SDK (Software-Development Kit) to implement data collection and delivery in a native mobile app environment. Adobe mobile services has streamlined the process with a single SDK that works with multiple Adobe Cloud Platform solutions. Going forward, clients will see additional tag management-like functionality in the Mobile Services interface, as the Launch and Mobile teams continue working together closely to create more seamless Cloud Platform access and user experiences.
Hey! You Haven’t Answered My Question!
These are the questions that customers and Partners have asked most frequently since the Launch announcement at Adobe Summit. If you have other questions about Launch, feel free to ask them on the Adobe Community’s main Launch page.
Launch is just one example of where our platform is headed — to becoming more open, more integrated, and (as always) increasingly dedicated to customer success.
The post Legacy DTM and the New Launch – A Closer First Look appeared first on Digital Marketing Blog by Adobe.Read More
Facebook’s reach is insane.
What started out in Mark Zuckerberg’s Harvard dorm room has gone on to revolutionize the world.
This means one thing for online marketers: boundless opportunities.
Of course marketers have been using Facebook organically for years, but recently Facebook PPC has become the go-to marketing trend.
It’s interesting because I remember not all that long ago that pretty much the only PPC platform on marketers’ radars was Google AdWords.
It was AdWords or nothing.
But with Facebook having 1.86 billion monthly active users as of Q4 of 2016, it’s easy to see why Facebook PPC has exploded.
Just look at Facebook’s growth from 2008 to 2016:
But I know from experience that getting started with a new PPC platform can be a little harrowing.
You want to make sure you’re not wasting your marketing budget, and you want to get legitimate results from the money you’re putting in.
This article is intended for those of you who are just getting your feet wet with Facebook PPC and have no experience.
I’m going to walk you through the initial steps so you can set up your first ad and feel confident that it will perform well.
One way that Facebook PPC differs from platforms like AdWords is that advertisers can have several different types of objectives.
While on AdWords your goal is to drive qualified traffic to your landing page, on Facebook, you can have multiple objectives.
Here are just a few examples:
It’s important you have a crystal clear idea of what you want to accomplish as it will dictate the specific approach you take.
I recommend doing some brainstorming beforehand so you know exactly what your advertising objective is.
Here’s the first thing you’ll see when starting your campaign:
Let’s say your objective is to increase engagement by getting more page likes.
You would click on “Engagement,” and this would pop up at the bottom:
Facebook will give you a generic campaign name. In this case, it’s “Engagement.”
But you can replace it with whatever campaign name you choose.
I’ll just use “Neil’s Engagement Campaign.”
Once you’ve entered your campaign name, click on “Create Ad Account.”
From here, you’ll need to choose your country, currency, and time zone.
Now click “Continue.”
Here’s where it gets a little trickier.
The first thing you need to do is select your audience.
It’s crucial that you zone in on your target audience and be as specific as possible.
Otherwise, you may end up wasting money if irrelevant or unqualified people find your ad.
Here’s what you’ll see:
This is pretty self-explanatory, but you need to be meticulous about filling out this info, especially if you’re a brick-and-mortar business with a limited demographic in a particular region.
Don’t assume that you want to target “everyone in this location.”
Instead, carefully consider who it is you’re trying to reach.
This is why it’s so important to have a clear understanding of your target audience. If you’ve never gone through the process of creating and understanding your target persona, this is a good time to do so.
Just below this, there is “Detailed Targeting” and “Connections.”
I really like the “Detailed Targeting” feature because I can be hyper-specific about who sees my ads.
For me, that’s super important. I don’t want to waste precious Facebook advertising dollars on people who aren’t going to be interested!
Click on “Browse,” and you’ll be able to narrow your audience based on demographics, interests, behaviors, and more.
In my case, I’m going to click on “Interests” > “Business and Industry” > “Marketing.”
That’s because I’m targeting people who want to improve their websites and grow their traffic.
Of course, you’ll want to target your specific audience.
I suggest taking your time with this and browsing through everything so that you select a highly specified segment of Facebook users.
Just below “Detailed Targeting,” you’ll see “Connections.”
Here you can add a connection type based on:
Add any specific connections for even more segmentation. Save this audience.
You have two options in terms of how your ads are displayed.
There’s “Automatic Placements” and “Edit Placements.”
I recommend sticking with “Automatic Placements” if you’re just starting out until you get the hang of things.
If you’re unhappy with your CTR (click-through rate), you can always go back and “Edit Placements” later on.
You have two options for your budget.
There’s “Daily Budget” and “Lifetime Budget.”
HubSpot explains the difference between the two:
I suggest keeping your budget fairly low initially.
If you’ve ever used any sort of PPC platform, you’re probably aware of the inherent learning curve that’s involved.
The last thing you want to do is drop a huge amount of money without first getting your bearings and learning the subtle nuances of a platform.
The more you learn about Facebook advertising, the more you’ll probably want to spend later on.
As for the schedule, you can either allow your ads to run continuously or select a specified start and end date.
If you want your ads to run only on certain days or at certain times, you’ll want to choose the latter option.
Change the date and time to your specified settings.
Now that we’ve gotten all the preliminary steps out of the way, it’s time to get down to the nitty-gritty: creating your ad.
You have two options.
One is to use an existing post. The other is to create a new ad.
If you want to promote a post you’ve already published on Facebook, you’ll want to use an existing post.
Otherwise, if you want to create an ad from scratch, click on “Create New Ad.”
Here’s the first thing you’ll see if you go this route.
Just choose whichever option makes the most sense.
The next thing you’ll see is the “Images” section.
If you already have a particular image you want to use, you can either pull it from your library or upload it from your computer.
Otherwise, you can use Facebook’s “Free Stock Images.”
I love this feature because it gives you instant access to a good sized library of high-quality, professional looking images.
You’ll then connect your Facebook Page and enter whatever text you want to use.
Here’s how Buffer structured its advertisement:
And here’s a little slice of advice about your copy.
Keep it short, sweet, and clear. The key is to entice Facebook users to visit your page so they can discover more.
At that point, you can convince them to make a purchase.
Notice how short and concise Buffer’s copy is. That’s the kind of brevity you want to model.
People on Facebook are quickly skimming, scanning, and glancing around.
If your post is super engaging, they may settle in to read it. Otherwise, they’re going to scan it super quickly and move on.
Finally, you need to decide where you want your ad to be shown.
At the moment, you can choose between the following:
Although the desktop news feed may be your first instinct, it’s a good idea to do some testing to see which options gets the biggest results.
Once you’re happy with your ad, click on “Place Order” in the green box on the bottom right-hand side of the screen.
Facebook will review it before it goes live. Once it does go live, you’ll receive a confirmation email from Facebook.
That’s the gist of running your first Facebook PPC campaign.
The initial setup process is fairly straightforward.
But, of course, there are a lot of different variables that will ultimately determine how well your campaign performs.
When it’s all said and done, you want your ads to convert and get you the most bang for your buck.
More specifically, you want to minimize your cost-per-click (CPC) and see a solid CTR.
This is a huge subject to tackle, and I don’t have time to properly address it in this post.
But what I recommend is checking out a couple of previous posts that I wrote on neilpatel.com:
These two posts pick apart the process of advertising on Facebook and will fill you in on the most important details you need for your campaign to be successful.
If you’ve played around with the idea of using Facebook PPC but haven’t quite gotten around to it, now is a great time to take the plunge.
Facebook PPC is a vast field. There are dozens of marketers, coaches, courses, guides, and gurus who can take your money and show you how to do it.
But if you want to save some money, learn an invaluable skill, and take your marketing game to the next level, you can do it yourself. Even if you’re totally inexperienced.
Although I foresee Facebook Ads becoming fairly saturated in upcoming years, there’s still plenty of room for your brand right now.
Once you get a feel for this platform, you can make the necessary tweaks to improve the performance of your campaign.
Do you think Facebook PPC could ever rival Google AdWords?