November 2016 Digital Marketing News Roundup

Google Announces Mobile-First Index

Google fueled the mobile marketing craze mid-October by announcing that in coming months it will begin a mobile-only index of the web. This index will be used in Google’s primary index of the web and should come as no surprise with nearly 60% of Google searches coming from mobile devices.

If your site isn’t responsive or doesn’t have a mobile version, don’t worry, Google will still maintain a “desktop-only index.” Google’s announcement means that it intends to display different search results on mobile device and desktops. This means improving your website’s mobile experience should be a top priority in 2017.

Read More: Within months, Google to divide its index, giving mobile users better & fresher content

 

AdWords & Salesforce Conversion Data Import

Salesforce is the world’s most popular CRM and Google is one of the world’s largest buying markets. Search engine advertisers have been hoping for some time to for an integration between the two platforms and Google made that announcement to that end over the summer.

Mid-October AdWords began a general rollout after a few months of a beta program.

This rollout means improved PPC attribution for search engine advertisers and automatic lead import and status updates for sales teams and CRM managers. What a time to be alive!

Read More: AdWords rolls out Salesforce account linking for automated conversion imports

 

Digital Advertising Tops Television Advertising In Spend

Marketing continues to evolve and adapt. As evidence, research performed by eMarketer shows digital advertising spend surpassed television advertising spend in 2016, the first such occurrence.

A significant portion of digital advertising spend is comprised of social media advertising with Facebook raking in an incredible $11.93B of spend. These figures look to continue to grow as more and more advertisers look to capitalize on powerful targeting capabilities inside of Facebook, LinkedIn, Pinterest, and Twitter’s ad platforms.

Read More: Social Ad Spend Surpasses Television: New Research

 

Google Speeds up the Mobile Web with AMP

The average mobile website takes 8 seconds to load which means a lot of lost opportunities for publishers and advertisers and a poor user experience for searchers and readers. To combat this issue Google introduced the Accelerated Mobile Pages Project (A.K.A. AMP) last fall. AMP’s goal is exactly what it’s name implies, to “dramatically improve the performance of the mobile web.”

While AMP pages offer incredible page load speeds because of caching, it also limits certain technologies and page elements, like Javascript and forms. This may lead you to wonder if utilizing AMP provides enough juice for the squeeze.

Here are four questions you can use to evaluate if AMP helps you reach your digital marketing goals:

  • What is my mobile vs desktop traffic breakdown?
  • What benefits do I gain from utilizing AMP?
  • How simple is the technical implementation of AMP?
  • What costs are associated with implementing AMP?

If you have any questions about AMP and whether or not it’s a good fit for your brand, contact us today. We’re happy to help!

Scott Sundblom
Marketing Manager
Scott is a curious and passionate marketer who loves problem solving and exploring new marketing channels and opportunities. In his free time, Scott can be found soaking up time with his family, watching the Utah Jazz, or fixing something with his hands.