Digital Marketing Updates – ClickThrough Marketing

Welcome to the latest roundup of all things digital. This is where we take a look at the latest updates in the world of PPC, SEO, content and international from the last two weeks.

PR

Jennie Lindehoff – Digital PR and Outreach Manager

Key Updates to Instagram’s Reels Feature

Instagram Reels got an update which now allows users to:

  1. post longer videos, up to 90 seconds,
  2. import audio from any video (at least 5 seconds) into their camera roll,
  3. use interactive stickers, the same ones available in the stories feature.

The number of views generated by online videos has almost doubled since 2018, it is an important tool that influencers can use when working with brands, promoting their products and services. Instagram video posts currently drive an engagement rate of 1.5%, indicating that people are doing more than scrolling. Additionally, 86% of consumers say they are more likely to buy a product whose Instagram content is considered “shareworthy”. New updates to Instagram Reels will allow brands, creators and influencers to be more creative with their video content, helping drive viewership and engagement in hopes of increasing the number of consumers to convert .

Google suggests that “no following” really means “no following”

Google changed the way they view the no-follow attribute in 2019, a change that meant links would be considered if any use was to be found. Recently, Google’s Danny Sullivan hinted on Twitter that links that are not followed, even if they are useful links, are unlikely to carry much weight or any weight in terms of SEO benefits.

If you are only looking to increase SEO value, no follow links will benefit for ranking purposes. Something to keep in mind when acquiring backlinks to your website. However, the untracked attribute has no impact on the user experience. Therefore, if placed on relevant sites where your target audience is located, these links will create brand awareness which will lead to traffic and conversions. Having no followed links may not help increase your domain authority, but they could earn you money.

CPC

Stephen Duncan – PPC Specialist

Google shares best practices during Google Marketing Live

Google hosted an event on May 24 to share best practices and learn about the latest innovations in ads and commerce.. It is important to know what is currently available in the world of research, but it is essential that we keep the pulse what’s to come.

This allows us to provide the best possible service and to always seek to innovate for our customers. There have been updates around Performance Max which has been one of Google’s main products for about 12 months now there have been updates around new auto-created assets for RSA becoming more more important with the end of ETA on June 30, and updates around video announcements. and YouTube as search becomes increasingly visual.

Google announces more updates for Performance Max

Google announced more updates are coming for Performance Max. Performance Max is a campaign type that’s been on our radar for a while now, and it’s important to always be aware of updates. Things like automated optimization tips will be added to help PPCers with the most automated types of campaigns, additional insights will provide us with more intelligence to not only optimize but also help contextualize performance for the client, and experimenting with tools (unfortunately not real experiments) where we can see the improvement that Performance Max can bring us.

International

Hussnian Qaiser – International Digital Marketing Manager

The World Cup influences global advertising

The growth in popularity of the soccer world cup has influenced how companies reach out to consumers. Mainly watching the last edition of the World Cup (2018), this event reached over 1 billion viewers. Companies have therefore decided to capitalize on such reach by attempting to reach consumers through high budget PPC ads and content marketing, as well as implementing video marketing, as consumers are more likely to engage in it. This strategy has allowed companies to get more brand recognition, during this specific event.

This demonstrates how much marketing has evolved over the years and how companies are more inclined than ever today to implement digital marketing, maximizing key events to improve the effectiveness of their campaigns. marketing.

Covid leads to a huge increase in Italian Internet users

There have been several implications of COVID in Italy and which have led Italian citizens to come to terms with digital technologies. Until 2019, 3 out of 10 people in Italy were still not regular internet users and more than half of the population lacked basic digital skills, putting Italy among the least developed European countries in the digital economy.

Covid however changed that as people being asked to stay at home needed to find a way to connect with family and friends, keep their businesses going, educate the youngest and so on.

It shows how an entire country had to adapt accordingly to the pandemic. It’s interesting how Italy suddenly went from being one of the least digital countries in Europe to having almost everyone using some sort of digital platform these days. This means that all advertisers planning to break into the Italian market have a greater opportunity to maximize the increase in digital interest in this country.

CRO and web development

Ruby Waplington – Junior Front-End Developer

We test what primary metrics should be for CRO

For conversion rate optimization, the choice of the main metric for a test is really importantdetermining if it is the next step in the user journey or the final conversion.

We performed a similar test internally. The test added category page links to the home page to make funneling easier on mobile. The test immediately improved category page visits by an incredible 25%. But that didn’t translate to e-commerce conversions, which stayed the same or even went down slightly. If we hadn’t included both goals in our test, we might have assumed that our variation was a total success (if we were looking at the funnel) or a total flop (if we were only looking at conversions). Because we’ve included both, we can take the successes of this test and optimize it to make sure we’re directing traffic to the right place.

A/B testing ensures results are data-driven

When running tests, statistical significance is key, as well as deciding when to end the tests.

It is important to ensure that the results observed are indeed due to the changes made and not to chance. One way to check this is to use a Bayesian significance test, which tells us the likelihood of seeing this change in conversion rate without making changes to the site. The goal is to be 95% confident that the results can be attributed to the test changes that have been made. However, this article highlights an experiment in which 1000 A/B tests were run, with identical variants. They found that half the time these experiences reached 95% significance at some point by chance. The solution is to set a minimum sample size/test duration. This ensures that the test has run long enough to be sure of the results.

Join us in two weeks, where we’ll give you more insight into the world of digital marketing. Got a question about what we covered today? Contact us to find out how we can help you grow your brand’s digital footprint!

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