In what has been a busy week in the world of digital, today we take a look back at some of the biggest events over the past few days.
Firstly, and arguably the most noticeable development, was the change to the layout of the SERPs which have had a massive impact on PPC campaigns. This has seen the ads on the right hand side of the page disappear, with up to four ads appearing at the top of the SERP, with three at the bottom.
This has caused chaos for many industries, with some reporting an increase in cost per click of up to 30%. However, on the flip side, the ads now look more natural, which may mean an increase in click-through rate, with the ‘average joe’ user already unable to differentiate between a paid ad and an organic result. Also, the ads which now sit at the top and bottom of the SERP, can now all use location, sitelink and call-out extensions, which before were a benefit to ads at the top of the page. If your PPC campaign has been affected by these changes, then please contact us and we’d be happy to advise you further.
Secondly, and staying with Google news, it was also announced this week that it is shutting down Google Compare, its feature which allows searchers to get quotes for a number of financial products including car insurance, mortgages and credit cards. Google started to remove the lead generation product on Tuesday this week, and it will have completely disappeared by March 23. Google has said that it will focus more intently on AdWords, and transition Compare partners to the standard ad products.
This week we have also seen a change on the social media front, with Facebook and Twitter both further developing their offering to users.
Unless you’ve been living under a rock for the past few days, you’ll know that Facebook have introduced new ‘reactions’ to posts. This means that instead of the standard ‘like’, users can now react with ‘like’, ‘love’, ‘Haha’, ‘Wow’, ‘Sad’ and ‘Angry’. In a blog post, Facebook said:
“We see this as an opportunity for businesses and publishers to better understand how people are responding to their content on Facebook. Page owners will be able to see Reactions to all of their posts on Page insights. Reactions will have the same impact on ad delivery as likes. We will spend time learning from this rollout and use feedback to improve. Overall, Pages should continue to post things that their audience finds meaningful and continue using our Page post best practices.”
Finally, Twitter announced earlier this week that following a trial period, it had rolled out a GIF button to its mobile app, enabling users to Tweet their favourite GIFs almost instantaneously. You can read more about this in our post from Wednesday.
We hope you enjoyed reading our brief round up of this week’s digital news!