Industry Update for April 13, 2018

Industry Update for April 13, 2018

This Week’s Industry News

Compiled by the Rocket Clicks Team

Top Stories

Save Button Added to Local Knowledge Panels

Google has rolled out a new save button to the Knowledge Panel for desktop. The options include saving to: Favorites, Want To Go, Starred places, a previous List you have or you can create a new list. The new button is featured next to the Directions button under a business’s name. This save option on mobile shows a pop-up of these same options. You will be able to access your saved places in Google Maps. Source: SEO Round Table

Bing Updates Shopping Ads for Multiple Images & Additional Reporting

Bing announced some new features for their Shopping Ads recently, including the ability to show multiple images by including multiple image URLs in their product feeds. As an example, this can be used to show images of products from multiple angles. New columns were also added to the Bing Ads UI including Products Submitted which shows the number of products that were uploaded to Bing Merchant Center. Products Ready to Serve has also been added as a column, showing how many products were processed error-free. Source: Search Engine Land

New Features Added to Local Knowledge Panel

Google My Business has added a Services menu option for all businesses to include a price and detailed description of services they offer. An About tab is also now showing for all business categories, but if you have the Service Menu, it may not be showing or if your business has no Google Posts. The about tab includes picture icons for the details, a highlights section and “popular for” attributes. Some of the detail descriptions that are not a part of the attributes may be picked by Google because they are not an option to add in GMB. Source: Mike Blumenthal Blog

Google Testing Two Shopping Ad Carousels for Mobile Devices

A new test spotted on the Google Mobile Search results is two types of Shopping ads appearing in one search result. In this test, a carousel of standard product listing ads appear at the top, while right below it is an additional carousel for Showcase Shopping ads. In the given example for a search for engagement rings the first carousel is labeled “shop for engagement rings” while the second Showcase Shopping carousel is labeled “shop by store”. No comments have been provided by Google on this test as of yet. Source: Search Engine Land

Google Expands “More Results” Button

Google has implemented a “More Results” button which replaces the “Next” button that lets searchers load more results without going to page two. This eliminates a set position for site rankings on mobile. The “more results” is shown above the “Related Searches” at the bottom of the page. Google is loading only organic results after the “more results” is clicked on until you get to the bottom of the next set of results where there are ads displaying. Source: SEO Round Table


Tips to Combat PPC Ad Fatigue

PPC Hero Lauren Rosner has a few tips to help you combat ad fatigue to help you continue to hit the right person at the right time without making them feel ad-attacked. Her first tip is to put a cap on it—setting a frequency cap limits the number of times a single person will see your ads which can stop your ads from falling into the “annoying” bucket depending on what cap you set. Rosner also recommends, if you’re using Facebook ads, to know your audience well and utilize Facebook’s “Lifestyle” personas or building out your own. An additional tip is to try ad customizers which allow you to let people know you’re paying attention and craft a very specific message for them. Source: Lauren Rosner, PPC Hero

GDPR Regulation

The General Data Protection Regulation (GDPR) starts taking effect on May 25. To prepare, American companies can either block EU users altogether or they will have to ensure compliance by providing consumers with ways to control, monitor, check and delete any information pertaining to them if they want. Consent must be given in an easy-to-understand form with a clear written purpose for a user to sign off, and there must be an easy way for the user to reverse the consent. Consumers have to be able to get copies of their data and be informed on how their data is being used. Complete a thorough audit of your current data security system to ensure full compliance. Source: Marketing Land