What’s New In Search - 18th March 2016

Enjoy Digital
By Enjoy Digital
5 minutes to read

Welcome to our weekly round-up! Every week we discuss what’s been happening in the integrated world of social, content marketing, PR, PPC and SEO.

PPC

Giada goes 360 for PPC:

The New Analytics 360 Suite was released this week on 15th March, and has been described as a complete measurement platform.

This solution offers a set of integrated data and marketing analytics products, including enhanced versions of GA Premium, now Google Analytics 360, Google Attribution 360 (previously AdDometry) and Google Tag Manager as well as the following:

  • Google Audience Center 360 – a data management platform to help you better understand your customers and discover more like them across channels, devices, and campaigns. It integrates with AdWords, DoubleClick as well as with DSPs
  • Google Optimize 360 – similar to Optimizely, this tool will allow advertisers to make drag and drop changes to a client’s site, show consumers multiple variations of the site, and then choose the version that works best for each audience
  • Google Data Studio 360 – a data analysis and visualization product that integrates data across all suite products and other data sources (Christmas has come early for our Data Insights Manager!)

Advertisers are continuing to monitor the results of the ‘new’ SERP layout.So far, the majority of advertisers have reported no significantly negative impacts on performance. On the contrary, there are articles suggesting that the new layout has actually led to a 16% increase in overall clicks, with CTR for bottom ads improving by 60%.

The only advertisers who are being weighed down by the new layout are charities who have qualified for the Google Ad Grants program, as its maximum bid is capped at $2, making it a lot harder to compete for those top positions. Harder but not impossible. Focus should be on improving quality score through the use of highly relevant ad copy and advert extensions.

Social Media

Coo-ee! Kathryn discusses how pollution monitoring apps have been taken to new heights:

Air pollution app sends pigeons with backpacks to measure London smog

Seen by many as a pest on city streets, a trio of brave pigeons took to the skies this week carrying back packs equipped with an app which monitored smog levels, to raise awareness of the air pollution affecting London.

Created by Plume Labs (an apt name for this campaign), Londoners could monitor the ‘Pigeon Air Patrol’, and each pigeon’s progress and pollution recordings, through a Twitter account @pigeonair. Messages regarding the affect pollution has on our health were also promoted through the account.

The results have shown that London has the highest levels of nitrogen dioxide of any European city. That’s Leeds 1, London 0!

PR

Canadians on social have been having a paddy over a St. Patrick’s Day blunder:

Guinness usually get its marketing messages spot on, however in Canada this year the PR team was working hard to help the brand turn over a new leaf following a potential foliage fail.

A series of posters were removed by the brand after people on social pointed out that they had mistakenly used a four-leaf clover in its Canadian St Patrick’s Day advertising, rather than the traditional shamrock.

For a brand steeped in Irish heritage, some have questioned whether this was an honest or deliberate mistake. Whilst Guinness speedily apologised for the faux pas, blaming it on ‘the excitement of getting ready’ for St Patrick’s Day, we’re still left asking the question; was it a really marketing fail, or a strike of PR genius to cut through the noise and build up the hype for one of Guinness’s biggest days of the year?

Content Marketing

Kathryn looks at Budget inspired engaging content created using Google Trends data.

In the build-up to the new Budget announced by Chancellor George Osborne this week, Google Trends released an analysis of the most searched Budget-related terms across the UK.

The research was based on Google trends data of the most searched Budget topics from the past year, which the interactive map allows the user to see volume levels around each topic.

The MailOnline is one of the many news outlets to feature this simple yet effective data visual.

SEO

Steve picks up the torch to explore what’s new in SEO this week:

Google to boost mobile-friendly algorithm this May
Google has announced on its Webmaster blog it is going to boost the effects of the mobile-friendly algorithm that was launched on 21st April 2015. It has said that it will not be as big as Mobilegeddon, but will still have a significant impact on sites that are not mobile friendly.

Google to change smartphone user-agent of Googlebot from iPhone to Android
Google announced on the Google Webmaster blog that on 18th April it will be updating its user-agent for the smartphone Googlebot crawler. The user-agent will change from an iPhone user-agent to an Android user-agent, but Google says it should have no impact on 99% of all websites.

Here is the new Googlebot smartphone user-agent that kicks in on 18th April 2016

Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/41.0.2272.96 Mobile Safari/537.36 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)

Here is the current smartphone user-agent for Googlebot that we have today

Mozilla/5.0 (iPhone; CPU iPhone OS 8_3 like Mac OS X) AppleWebKit/600.1.4 (KHTML, like Gecko) Version/8.0 Mobile/12F70 Safari/600.1.4 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)

The main difference you can see here is that Google is replacing the Apple iPhone and Safari string from the user-agent, and replacing it with Android and Chrome.

Google says it is they are making these changes to better understand how mobile site are being rendered.

Stay tuned for more updates on the world of Search!

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