At Armstrong Lloyd we spend so much time immersed in the world of Digital Marketing that we thought it would be useful to share with you the latest developments that have caught our eye over recent weeks:
There are big changes at Google for PPC, they will no longer show adverts on the right side column in search results. It means the difference between paid for and organic search results is far less evident. This move to top four only adverts could create a new opportunity for gaining the high yielding position. Traditionally, positions 1-3 had a far stronger Click Through Rate over the adverts appearing on the right. This was enhanced by the fact that Google served these 1-3 adverts with the full suite of extensions, which often didn’t happen for the space on the right-hand side of the page.
Facebook are introducing Facebook Live – this has been available on personal profiles since the end of last year, but now you will be able to stream live video directly to your Facebook Page, and your followers can comment on your video, ask questions and interact with you directly. This could be a great way to get your webinar in front of a wider audience.
Facebook have also rolled out yet another new algorithm relating to the newsfeed experience – they say “through our research people reported having a better News Feed experience when the stories they see at the top are stories they are both likely to rate highly, if asked and likely to engage with. The impact of these changes on a story’s distribution will vary depending on the composition of your audience and your posting activity.” Have you seen any difference to your audience numbers or engagement?
Facebook also launched a new website for non-profits and Charities. The site is designed to help non-profits use Facebook more effectively to raise awareness, activate supporters, and raise funds. It includes information and tools, including best practices and success stories. In their announcement Facebook said “We are inspired by how many people use Facebook to improve the lives of others and help their communities, and we are committed to helping people do more good through Facebook. We see this as a great opportunity for business to work in partnerships with charities to gain better Facebook visibility.
Twitter has also been tinkering with their timeline again, Twitter was reported to be putting tweets into clusters around trending hashtags so the user would see for instance #Sport Relief is trending in their timeline – these trending tweets seem to be personal to the user too, so it means using the right hashtags to reach your audience, just got even more important.
Instagram have increased their video advert time to 60 seconds, which has doubled the maximum time available to advertisers, and far more than the 15 seconds available to users. This seems to be yet another sign that the platform will become more and more monetarised.
These are just a few of the changes we have spotted through the last month – we would love to hear your take on them, or if you have any suggestions for developments you would like included in future round ups do let us know.