Local ads projected to lead mobile spending growth.
Media advisory firm BIA/Kelsey expects local ads to benefit from the rapid growth in mobile ad spending over the next few years. Local ads accounted for only $1.2 billion of the $2.7 billion total mobile ad spending market this year, but BIA/Kelsey forecasts that local could represent 58% of $9.92 billion spent on mobile ads in 2016.
Google update seems targeted at keyword excess and exact-match domains.
Google has launched an algorithm update apparently targeting excessive keyword use for sites with exact-match domains (EMDs), where URLs match popular search terms. Experimenting with search via the new algorithm suggests that Google now scans for repetitive keyword use that mimics the site's URL. Sites with richer and more diverse content seem to perform well.
Search Engine Journal
Google bundles mobile and desktop advertising.
Google announced a program to combine mobile and desktop advertising packages, as opposed to having them run as separate campaigns. Google CEO Larry Page positioned this as an effort to make the user experience more seamless, but it may also have something to do with lower rates on mobile ad campaigns hurting Google's profits as more advertisers shift to mobile.
Search Engine Watch
Location, location -- and the effect on clicks for organic and paid results.
An extensive analysis of search engine results by Compete.com shows that placement at the top of the page makes a big difference, both for organic and paid results. Consumers click on ads placed on top 85% of the time, yet 61% of paid ads are displayed on the right of the page. For organic results, the first result gets 53% of the clicks, and this percentage declines to 4% by the fifth result.
Search Engine Watch
Two advertisers team up to hone video targeting.
Digital advertising firms ShopLocal and Eyeview have joined forces, allowing advertisers to provide users with highly customized video promotions. In testing with Lowe's and other brands, this technology can customize video ads based not only on user location, but also on immediate price promotions and other specials, and even local weather conditions.
Search and email results vary for different types of customers.
A new study by Forrester Research shows that search is the most effective tactic for attracting new customers online, as 39% of new customer transactions start with organic or paid search results. Email, on the other hand, is more effective for repeat customers, as about 30% of transactions start with these shoppers clicking on emails from merchants. Social media marketing appears to have a less direct effect on producing business, but plays a role in raising awareness and influencing consumer attitudes toward brands.
Social media marketers increasingly seek to track impact on revenue.
As marketers invest more in social media efforts, they are making more of an attempt to link those activities to revenue generation. While relatively soft metrics like the number of followers and fans remain the most commonly used, software company Awareness reports that more than half of the marketers it surveyed now track revenue-related metrics such as new customers, leads and sales resulting from social media activities.