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30
May, 2019

By OppGen

5/30 – This Week In Digital Advertising

This Week In Digital Advertising

We’ve moved!

We are happy to announce our move to 1105 Schrock Road in Suite 200. As our team continues to grow we needed more space to better serve our clients. Everyone at OppGen is excited for what’s to come and we are so happy you are along for the ride with us.

Google’s Mobile First Indexing for New Web Pages Starts in July

Google has announced that mobile first indexing will now become the default for all new, previously unknown to Google Search, websites starting July 1, 2019. Ever since mobile indexing was announced, Google has been pushing developers to create websites with a mobile first mentality. Most websites have been modified and content has been updated for both desktop and mobile.

If your not sure what mobile first means it’s the way Google crawls and indexes your website and pages on the web. Google will look at the mobile version of your website first, instead of looking at the desktop version. Now over 50% of what Google indexes is indexed over mobile-first indexing.

It’s important to make sure your developer team and marketing teams are aligned on this change. If a new web page is launched and has a low mobile score, your search ranking and indexing from Google could be impacted.  

Microsoft Acquires Data Platform Drawbridge to Improved LinkedIn Ad Targeting

This week, LinkedIn announced the acquisition of Drawbridge, the advanced machine learning tool. This is all in an effort to continue to grow and improve paid advertising tools within the platform.

LinkedIn has said “We believe Drawbridge’s team and technology will allow us to accelerate the capabilities of our Marketing Solutions platform, helping our customers better reach and understand their professional audiences and measure the ROI of their campaigns across mobile and desktop.”

Drawbridge will work with LinkedIn to integrate the AI tools into the platform over the coming months. This will lead to a larger set of targeting and data options being made available to LinkedIn marketers.

LinkedIn shows several types of ads to users, including native “sponsored content” ads that appear on the platforms main feed, personalized “dynamic” ads and sponsored InMail messages.

This merger is exciting for marketers looking for more targeting options and tools. LinkedIn has unique data available for targeting. We will continue to target sets of users who you are specifically looking to convert to customers.

22
May, 2019

By OppGen

5/23 – This Week In Digital Advertising

This Week In Digital Advertising

Google Search Results Page Getting New Design

Over the next few days be on the lookout for changes to Google’s search results page on mobile. Google announced on Wednesday that the search results page will start to feature the favicon at the top of results cards on organic listings. Google says this will help users to identify results and scan pages.

If Google is showing you a relevant advertisement you will start to see a bolded ad label at the top of the card alongside the web address so you can quickly identify where the information is coming from.

This update shows that Google will continue to evolve how we look at the search results and even more. “As we continue to make new content formats and useful actions available—from buying movie tickets to playing podcasts—this new design allows us to add more action buttons and helpful previews to search results cards, all while giving you a better sense of the web page’s content with clear attribution back to the source.”

Our team internally will be watching traffic numbers for mobile as this roll out happens. As search continues to develop we want to make sure our clients information is quick and easy to identify. Adding the favicon to search results can bring your brand front and center in this digital space.

Hey Siri! Let’s talk voice search.

Using voice search and digital personal assistants is becoming second nature to many of us.

A new study released this week finds that 21% of people use voice search on a weekly basis. We all know how convenient it is to say “Hey Google, What restaurants are near me?”

With the power of Artificial Intelligence, these searches grow smarter with every interaction. The conversational phrases we ask these machines start to understand the context of messages and continue to build on the information we provide.

The study also found that among those who use voice search frequently, most are using it in their home (37%), in the car (34%), or while walking to a destination (11%).

Our team has had many internal conversations around voice search. Something we’ve considered is that voice search uses more conversational and longer words for searches. These type of searches are more likely to contain questions phrases. With voice search optimization taking off, it’s important to make sure you understand how your end user speaks about your brand. Ask yourself, what questions are people asking about my brand?

16
May, 2019
this week in digital

By OppGen

5/16 – This Week In Digital Advertising

{5/16} This Week In Digital Advertising 

Facebook Changes Coming Soon For Data Tracking

This week, Facebook has outlined some upcoming changes to data tracking on the platform. In a blog posted this week, Facebook has started to outline how users will be able to manage their off-Facebook activity. The new feature has been outlined in order to prepare advertisers for the upcoming changes

The Clear History tool, announced in the wake of the Cambridge Analytica scandal, will give Facebook users more control over their personal data. The tool is “designed to give people more transparency and control over the data other apps and websites share with us. This will include a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK and API.”

Facebook’s audience measurement tools and data will remain intact. However, there will be changes to audience tracking. “When someone disconnects their off-Facebook activity, we won’t use the data they clear for targeting. This means that targeting options powered by Facebook’s business tools, like the Facebook pixel, can’t be used to reach someone with ads. This includes Custom Audiences built from visitors to websites or apps.“

Our team has worked with Facebook changes before. We believe it’s important for users to know what companies are doing with their data and why they are being shown an ad. With other recent changes to the platform around housing, jobs, and credit audience targeting, our team has been able to react and adjust strategies.

When the tool is launched we will need to work even more closely with our clients to build audiences that are specific to your segment. Marketers will need to be open to the changes not only as Facebook rolls them out, but as the industry changes placing more of an emphasis on privacy and smaller group messaging.

Google Announces New Advertising Products

This week at Google Marketing Live the company unveiled three new types of ad units to address different customer scenarios. Discovery ads, Gallery ads and Showcase Shopping ads will appear across all Google ad properties.

Discovery ads are explained by Google to be “visually rich, mobile first and use the ‘power of intent.’” After the ad copy and graphics are uploaded the ad serving gets handled automatically across a number of Google properties. Discovery ads will be able to reach around 800 million users and will be available later this year.

Gallery ads appear at the top of a mobile search and are more visually compelling. According to Google, in testing, gallery ads saw “25% more interactions”.  For now, they will only appear on mobile. Google has yet to announce when desktop versions will be available.

Showcase shopping ads have continued to evolve from when they launched in 2016. Google previously said that up to 40% of queries are for these broad product-category searches. Companies with e-commerce as a main driver of revenue should utilize this and other types of visual advertising to help with engagement.

Our team will be able to implement these new ad units with some of our enterprise clients. The mobile first designs and visually compelling fields will help drive users to have a better customer experience. Creating interactive ads can improve the way users not only view your ad, but how they interact with it. Studies show that users who see and connect with a visual are 65% more likely to remember your brand three days later. Our team loves learning the latest in digital advertising and can create these campaigns and more to help your brand grow.

09
May, 2019
This Week in Digital Advertising

By OppGen

5/9 – This Week In Digital Advertising

{5/9} This Week In Digital Advertising 

Google Reporting Issues

It’s been reported that Google has been experiencing reporting issues from April 30th through May 1st. Data may appear for these days, but should not be relied upon for reports.

Our Client Success Manager, Zain Khan, and our OppGen Opps team have been monitoring the situation. “Google has notified all advertisers within Google Ads that performance metrics from April 30th and May 1st may be inaccurate, although there are actual performance data available for those dates. They have not specified what exact metrics are affected. This could potentially impact impressions or click data as well as conversion numbers reporting from the platform or API.”

Khan also said, “It will be interesting to look back at performance data from those 2 dates after the issue has been resolved to see what exactly changed.”

Google has confirmed in the blog post that, “This bug impacts reports in all Google Ads interfaces, including any report data downloaded via the AdWords API, Google Ads API and Google Ads Scripts.”

UPDATE: Google has reported that reporting through April 30 has been corrected. Our team will notify clients if we see anything affecting an account. Google Ads is currently alerting users that there is a reporting issue affecting this week’s data. If you have questions about any Google Reporting issues please contact us.

Digital Ad Spend in the US passes the $100 billion mark

A report by the Interactive Advertising Bureau was released on Wednesday stating that digital advertising has surpassed the 100 billion dollar mark for 2018. That’s a 22% year-over-year increase.

Consumers are spending more time online thanks in part to the accessibility of mobile. The report found that mobile represented 65% of total revenue spent. Mobile has been a continuing driver of overall digital growth. Digital video revenue has also seen an increase because of the use of mobile devices. If companies are looking to reach more consumers, digital video is becoming an even more popular place to advertise.

Our internal Opps team has seen growth year-over-year in digital advertising spend and will only see this continuing to grow as we move through 2019.

“All clients are looking to have an established online presence and are interested in growing, especially on DV360 and other programmatic advertising channels.”

Our Senior Analysts have also discussed the changing social media channels “We’ve seen a continuing trend in spending due to a pay-to-play model for business. As organic reach continues to decline, paid advertising will continue to drive more business.”

In search marketing, there have also been changes which have increased ad spend. “Since 2015, the number of paid ads shown on a search engine results page has also increased. This is all done in the name of experience, according to Google. The experience is definitely better for a category, such as shopping where a user finds exactly what a customer is looking for but when it comes to other categories, organic reach may be better.”

We will continue to review the report. Our team will be looking closely at trends in an effort to bring your company the most up to date information on digital advertising.  

02
May, 2019
Google, Facebook , Messenger

By OppGen

5/2 – This Week In Digital Advertising

{5/2} This Week In Digital Advertising 

Google Display & Video 360 Announces Brand-Focused Initiatives

Google announced several new safety focused features for Display & Video 360 (DV360) DSP. For advertisers, it’s important to note that ads.txt inventory will become the default starting in August. In 2017, ads.txt was launched in an effort to reduce programmatic ad fraud. By listing authorized ad sellers in a file placed on publishers’ sites. Google also announced it will support ads-app.txt.

Google says DV360 will stop buying unauthorized app inventory.“While it’s very early days for app-ads.txt adoption, we’re actively working to encourage app developers to publish app-ads.txt files,” said a Google spokesperson.

A new dashboard will allow brands to have access to new settings. This dashboard view will allow users to get a quick view of a campaign and view settings, ads-txt authorized sellers and more. Brand Controls has built in fraud protection which shows what percentage of traffic was filtered before a bid was placed. Brand Controls also offers filters that can show what percentage of a campaign use content labels, sensitive categories, keyword exclusions and more.

Business Focused Tools Announced for Facebook Messenger

It was a big week for Facebook. The developer conference F8 had several announcements from the social media giant on most major platforms. One takeaway is that more private and small group messaging will be at the forefront of social media in an effort to promote privacy.

Facebook has been growing Messenger for businesses with the introduction of chat-bots several years ago. Now, they will be expanding on that with lead generation templates to ensure bots ask people standardized questions and receive a specific response. These templates will be accompanied with seamless hand-off to a customer service representative or scheduling for a phone call or appointment. Today, chat-bots do not work well with open ended questions.

Facebook is also testing appointment scheduling in Messenger. Later this year Messenger will also have a desktop app available that will mostly focus on chats, audio, and video communications.

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