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Weekly Digital Marketing Updates With UpGrowth (14-05-2019 To 20-05-2019)

Contributors: Amol Ghemud
Published: May 20, 2019

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Everything is changing so fast. Technology has created a world where something that seemed impossible 5 years ago is happening right in front of our eyes. The world around us is changing at an unprecedented pace.

But if there was a contest for the fastest changing sector it would be awarded to the field of digital marketing. Digital marketing has been around for quite some time but people have started to realize its power in the last decade only.

Organic, paid, social, referral, and direct these are different sectors that define the field of digital marketing.

So it’s imperative to stay updated in the world of digital marketing as it is the only thing that will keep you ahead of the other 99% of digital marketers. So this blog is an effort to provide information on the major updates or changes to the different platforms of digital marketing according to us.

Update 1: Google now rolling out podcast results in search

Google Podcasts in SERPS.

At Google I/O, we briefly heard about Google promising to bring podcasts directly to the search results screen. We also heard this was coming a few months ago. Well, it is now rolling out, and I can personally see it myself in the mobile and desktop search results.

Zack Reneau-Wedeen, founder and head of product for Google Podcasts, posted this news “Rolling out this week you’ll be able to search for and play podcasts directly in Google Search across Android, iOS, and desktop browsers, a step toward making audio a first-class citizen across Google.”

This is How it looks on Mobile:

Digital Marketing Update

Image: Podcast result on mobile

When you click on the “more episodes” you are taken into the Google Podcast interface

Here is how it Looks on Desktop

Digital Marketing Update

Image: Podcast result on desktop

What we think about it:

Well, It’s really good that Google is providing Podcasts in search result it’s an awesome opportunity for people who uses Podcasts in their strategy.

Future implications:

As Zack Reneau-Wedeen from Google clearly said, this is “a step toward making audio a first-class citizen across Google.” Those who produce podcasts can finally get more visibility in search to their content. Make sure to use Podcast markup to ensure you get the most visibility from your audio files.

Curated by: Neeraj K

Update 2: Speed Report coming to Google Search Console

At Google I/O they demonstrated a new report within Google Search Console named the Speed Report. It is currently in beta or experimental mode but they showed some screen shots of it in action. Here are some of those screenshots from a few folks on Twitter:

Digital Marketing Update

Image: Speed report in Google Search Console

You can sign up to beta test this new Speed Report over here.

This report is powered off of CrUX data, it gives you an aggregated view over your site’s field metrics where you can drive down into specific issues and see specific examples.

As you can see, this report shows you slow, average and fast pages that you can click into and see more details.

Here is how it looks on mobile:

Digital Marketing Update

Image: Speed report on mobile

What we think about it:

Well, It’s really good that Google is providing Speed reports as it is almost impossible to check the speed of a big website of all the pages individually.

Future implications:

Speed is not just important for ranking in Google but also important for your website visitors and for your conversion metrics. Having this data within Google Search Console gives SEOs and webmasters a single place to go and see this information without having to go into the PageSpeed tools.

In addition, this report gives you historical data on improvements or possible problems as they get worse over time.

Curated by: Neeraj K

Update 3 : New Performance Planner in Google Ads

A new Performance Planner is available in Google Ads. Using this tool, advertisers can understand how to allocate a set monthly budget across all of their campaigns.

Google’s machine learning projects maximum conversion based on the historical data that helps in allocating budgets. It can also be used to understand how changes could affect conversions, clicks and other performance metrics.

Requirements for campaigns to be eligible

Campaigns must meet the following criteria to be eligible for forecasting. You will get a notification when particular campaign is not eligible.

  • Have been running for at least 72 hours

  • Received at least 3 clicks in the last 7 days

  • Have received at least one conversion in the last 7 days (if the campaigns focus on conversions)

  • Are Search campaigns that use a manual cost-per-click (CPC), enhanced CPC, target cost-per-action (CPA), maximize clicks, or maximize conversions bidding strategy.

How to use the performance planner

The Performance Planner identifies the best spend amounts for your campaigns to drive maximum conversions. For example, let’s say you have a $50,000 monthly budget across 50 Search campaigns.

The planner will recommend how to distribute that $50,000 across those Search campaigns to maximize conversions and project results from these changes in your forecast.

Digital Marketing Update

Image: Google Performance Planner

By clicking on the different spend points to see resulting changes in conversions, you can also use the planner to try other adjustments like different spend levels, CPAs. For example, you can see the difference in conversion number at $12 & $20 CPA.

What we think about it!

This tool won’t tell you the budget you should allocate in the start, but it can provide some directional insights into how changes in spend could impact performance of campaigns given that it already has enough historical data.

Curated By: KAshif Daastan

From  updates like the performance planner for google ads which will be a great tool for advertisers to understand deeper insights. For SEO the speed report will be a great help in order to understand website speed vs page load timings for all the pages of the website.

These updates are not stopping anytime soon so it is better to be updated then to be hit by the implications of these updates at a later date.

About the Author

amol ghemud
Optimizer in Chief

Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.

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