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Industry Update for May 17th, 2019

This Week’s Industry News

Compiled by the Rocket Clicks Team

Top Stories

Podcast Results Now Included In Google Search

Users can search for and play podcasts directly in Google Search across Android, iOS, and desktop browsers. An initial search will yield a few recent episodes with a “more episodes” button at the bottom. Clicking the “more episodes” button will bring users to Google’s Podcasts interface. The Podcasts interface includes a description of the podcast, as well as a list of all of the available episodes. Users can listen to the episodes directly from this interface.

Podcasts can be searched by title, but users can also find podcasts by searching for parts of the audio because Google transcribes them. Podcast structured data can be used to help Google find and understand podcasts. The structured data can include individual episode descriptions and an embedded player for each. Use Podcast markup to get the most visibility for your podcasts.

Sources: Search Engine Land

Google’s New Bumper Machine

Google has launched a Bumper Machine tool to help video advertisers create six-second bumper ads from existing video ads that run 90-seconds or less. Powered by machine learning, the tool will identify well-structured moments in a longer video, and convert those moments into multiple six-second video ads. The process takes only a matter of minutes, and video advertisers can adjust the creative before saving the new bumper ads. For advertisers with limited resources, the Bumper Machine will save time and effort by taking their longer video assets and delivering multiple bumper ads. The Bumper Machine technology identifies elements such as a brand logo, human faces, motion or contrast to automatically produce the short ads.

Source: Marketing Land

Google Launches New Google Trips

Google officially launched Google Trips, which is a centralized interface for users to find information on hotels, flights, and more for all of their trips, travels and vacations. Available at google.com/travel, the new interface provides users with information on weather, things to do, and places to eat for their next travel destination.

Google Trips allows users to edit their trip timeline, and users will soon be able to manually edit new reservations. If users are signed into their Google account, they’ll have access to recent searches, saved places and flights their tracking. Future updates will include viewed ‘things to do’, as well as saved or viewed hotels. When traveling, Google Trips will point out neighborhoods to visit and include information of what each one is known for.

Source: Search Engine Roundtable

Google Marketing Live 2019 Takeaways

  1. Google Discover – now offers brands ad placements that are swipeable, carousel-style images. Marketers can place the ads on Google Discover, the YouTube home feed and the Gmail promotions tab.
  2. Increased Control over KPIs – you can now choose what kinds of conversions (sales, lead-gen, email signups, webinar registrations, etc.) you want as your key performance indicator (KPI) at the campaign level. You can also adjust conversion values based on the audiences you want to target
  3. More On-The-Go Ad Tools – the Google Ads app now allows you to build responsive search ads.
  4. Real-Time Data – the Google Ads mobile app will now send notifications that alert you of a campaign’s performance as well as when better ad opportunities may be available.
  5. Showcase Shopping Ads – now available for image search results, the discover search results and YouTube.

Source: Marketing Land

Analysis:

Top 3 SEO Factors, According to Google

Google launched the first episode of its new series SEO Myth Busters by exploring the top 3 SEO factors to focus on:

Source: Search Engine Journal

3 Ad Copy Mistakes Keeping You From Paid Search Success

Source: Jacob Baadsgaard, Search Engine Land

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