Mobile drives Black Friday traffic while social media has little impact.
IBM figures on Black Friday Internet sales show that mobile devices originated a sharply higher percentage of traffic this year than last year, while social media had a negligible effect, accounting for less than 1% of sales and traffic. Overall, IBM found Black Friday online sales to be up nearly 21% year-over-year.
A U.S. court lowers the bar for consumer text consent.
A District Court judge in Alabama dismissed a lawsuit against Wal-Mart for violating a law about sending marketing texts without the recipient's consent. The recipient in this case had provided Wal-Mart's pharmacy with her cell phone number in case there was a problem with her prescription; the judge ruled that this amounted to consent to receive texts.
Survey indicates a greater role for smartphones in holiday shopping.
A study by Deloitte found that 68% of smartphone owners plan to use them in some way to assist in holiday shopping this year; finding store locations, comparison shopping and getting product information were identified as the most common tasks. Smartphone owners are an attractive market, as the survey found they plan to spend 72% more on the holidays than those without the devices.
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