There’s never a dull moment with digital marketing and social media. There’s always one change or the other going on. That’s why an article about how Facebook launches free ‘paid online events’ for SMBs and others caught my attention. It’s our title article for this week’s marketing digest.
Enjoy
2020 Google Paid Search Trends That Have Nothing to Do with the Pandemic
For paid search managers, this means it’s becoming less and less important for many to focus as much attention on traffic coming from these devices.
Summary
- Back in the first half of 2016, the share of non-brand paid search clicks attributed as broad matches in Google search query reports was up above 25% for the median advertiser.
- While advertisers can deploy different keyword strategies over time, particularly when transferring management from one agency/consultant to another, the decline observed over the last four years appears to result from Google’s ever-changing definition of close variants.
- The infusion of so much traffic that would have been considered broad match into close variants means advertisers need to stay vigilant in evaluating search query reports to identify situations which warrant keyword negatives.
- With close variants now more or less taking the place of broad match, strategies like avoiding broad match keywords won’t suffice for keeping query-to-keyword matches tight.
Full article: https://searchengineland.com/2020-google-paid-search-trends-that-have-nothing-to-do-with-the-pandemic-339705
Did You Hear? Your Brand Needs a Voice Strategy.
All this points to companies needing to consider voice strategies in their content marketing. How does that look in practice? Yet another channel you need to focus on? Where does it end?
Summary
- Even people without smart speakers use voice technology. Every time they ask Siri on their iPhones or Alexa on their Android devices, that’s voice.
- Don’t think of voice as a novelty, but what are the useful and usable ways to add voice to your brand.
- Easy-to-say names get found better in voice search.
Back to School Looks Very Different This Year
As schools announce their virtual and in-person plans for the upcoming school year, more parents are researching homeschooling as an option.
Summary
- As we get closer to the new school year with many schools remaining virtual, weekly desk searches are up to 10X the volume of early January.
- While certain categories of school supplies are up, many of the traditional categories are seeing a drop in searches.
- Searches for homeschool and virtual school memes jumped 45X the volume at the onset of COVID-19 and now is around 20X the volume from the beginning of the year.
- For back to school season, know that virtual and online schooling is top of mind, and parents are leveraging search to know and do more.
Full article: https://searchengineland.com/back-to-school-looks-very-different-this-year-339721
20 Places You Should Be Sharing Your Content
Think of sharing your content on other outlets like a megaphone: the more places you promote it, the wider the message will spread.
Summary
1. Medium
2. Reddit
3. LinkedIn Articles
4. Email
5. BizSugar
6. Managewp.org
7. Dzone
8. Twitter Brand Accounts
9. Twitter Personal Accounts
10. Twitter Chats
Facebook Launches Free ‘paid Online Events’ for SMBs and Others
Soon, brands and creators will be able to tag products from their Facebook Shop or catalogue before going live, and they will show those products at the bottom of the video so people can tap to learn more and buy.
Summary
- Facebook says it won’t collect any potential fees for at least the next year.
- The call showcased several SMBs that had been beta-testing the platform.
- There’s more to learn and understand about paid online events.
Full article: https://searchengineland.com/facebook-launches-free-paid-online-events-for-smbs-and-others-339259
Conclusion
So what have you been reading this week? Hit me up on social media and let me know. Catch you later.
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