Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team
Highlighted below are some emerging trends and insights that maybe of interest to you from October 28th.
– Social Media Marketing and Darwin: Can Marketers Evolve? (MediaPost)
- Marketers can no longer program participants with advertising; instead, now your imperative is to attract people through unique content and authentic brand experiences.
- The next generation of retail is a blended in-store experience enhanced by digital technologies.
- To succeed, you’ll need to understand where your brand fits into your customers’ lifestyles.
– Google Introduces “Bid For Calls” On The PC. (Google)
- Depending on the amount of bids and how many calls are received, Google will begin to include calls in its ads quality score.
- Advertisers whose paid-search ads are generating lots of calls may see a boost in their AdWords rankings accordingly.
- In other words, “call-through rate” will now be a factor in ranking
- Google announced that going forward, landing page quality will be a larger factor in an ad’s overall Quality Score.
- The behavioral signals that Google traces must therefore be related to what they can track for all advertisers, not just those with Google conversion tracking: bounce rate, propensity to search again in short order, time on site, etc.
- At the end of the day, it will reward advertisers for picking the best page among the available choices for your PPC landing pages, and design those pages for maximum effectiveness in monetizing traffic.
Mobile & Tablet
- Keep local in mind by separating mobile from desktop campaigns, so the content includes location and mobile-specific content.
- Increasing mobile response rates means marketers should tap into position-based bidding to ensure that ads serve up above the fold.
- Another benefit of having separate campaigns is that you can show location extensions within the ad creative.
- Quickly pointing mobile shoppers to your nearest location can be the difference between buyers walking into your store instead of your competitor’s.
Thanks for your time!
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