Facebook Launches Another Clone to Snapchat

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The competition for top app continues! Facebook Messenger is the latest Facebook app to mimic the popular photo-disappearing app Snapchat. Snapchat is known for pioneering popular photo-sharing features enjoyed by billions, but that hasn’t stopped Facebook from trying to outshine them. Messenger Day is Facebook Messenger’s latest clone of Snapchat’s popular Stories feature. Messenger Day allows users to add photos and videos where friends can view and reply to them for up to 24 hours before disappearing. The target is to create a more casual means of communication between friends and family with the goal of increasing engagement on Facebook’s main app.

Facebook has a long history of attempts at trying to outdo Snapchat’s Stories feature. In February, the Facebook-owned messaging service WhatsApp revealed a new feature called Status. WhatsApp’s Status feature allows its users to share images, GIFs and videos for up to 24 hours. Last August, Facebook-owned Instagram released a Snapchat-inspired Stories feature as well. Instagram Stories has become a huge success for Facebook with more than 150 million users daily.

It’s safe to say Facebook seems to be on the right track at competing with Snapchat for user growth. Snapchat’s share price even dropped slightly the morning Facebook announced the release of Messenger Day. Facebook’s Messenger Day has already starting rolling out on iOS and Android devices, so be on the lookout for the newest update!

5 Key Factors of Mobile Search Advertising

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In recent years, there has been a revolution in how consumers purchase products. Consumers search for information and make purchasing decisions online before stepping foot into a store. A few years ago, this was still defined by a single moment—“I open my laptop and search.” But now with mobile devices, these moments have become an integral part of the constantly-connected consumer’s day. As an advertising agency, we understand the importance of making sure the consumer’s eyes reach our clients’ advertisements and with this new revolution, those eyes are on mobile devices. Here are a few key factors of mobile search advertising that businesses should consider.

  1. MOBILE SEARCH PLAYS A ROLE

According to research gathered by Ipsos and Microsoft Research, during the decision-making journey, consumers are relying on their mobile devices throughout the entire process, from the initial research stage all the way through shopping, purchasing, and sharing. While that is true, consumers are still more likely to convert either in-store or on a desktop or laptop computer, using mobile for “upper funnel” research. Research also shows how seamless the flow from PC to mobile is, and this illustrates the importance in planning campaigns for cross-device searches.

  1. LOCATION MATTERS

When it comes to mobile search, shopping local is everything to users. According to Nielsen’s Digital Consumer Report, mobile consumers are looking for hyper-local results. When performing a search, they are expecting the results to be within five miles of their current location and want to take action immediately. The report also states that 76% of mobile shoppers have used a store locator to help find and visit a local store, and 3 out of 4 purchases that stem from a mobile search actually take place in a physical store. When setting up a mobile search campaign, try considering geo-targeting and test different copy and offers with different radius targets.

  1. CONVERSIONS HAPPEN FASTER

The power of mobile search is in its ability to influence a user’s decision while he or she is close to a point of purchase. While looking at a purchase funnel timeline between PC users and mobile users, PC users convert in a matter of weeks, whereas mobile users convert in a matter of hours. According to a study by Nielsen/Telmetrics/xAds, the short conversion cycle reflects the urgency of mobile queries. Mobile users are often in their cars when searching for products or retail locations, and they need to gather the information while in transit.

  1. MOBILE SEARCH DRIVES MULTIPLE TYPES OF CONVERSIONS

Mobile consumers can generate cross-channel leads and conversions. Not only do they generate phone call conversions, but also store visits and purchases. According to a recent study by Ipsos, 61% of people said, “click-to-call is most important in the purchase phase of the shopping process.” Advertisers must account for these cross-channel conversions when trying to calculate the full ROI of a mobile search campaign.

  1. IT PAYS TO BE FIRST

Page rank is a big influencer on click-through rates and conversions on all devices, however, it is especially important on mobile devices because the screen is smaller, allowing less room for ads. Research shows that placement after the second position yields low click share on mobile devices. Improving keyword relevance and using bid modifiers will increase your chances of appearing in the top two spots on mobile search results.

As mobile usage increases every year, it becomes more and more important to be in front of that growing audience. Robertson & Markowitz is a certified Google AdWords agency and we are happy to help you be a part of the mobile consumer’s constantly-connected life.

 

Further Reading:

http://searchengineland.com/9-facts-improve-mobile-search-performance-227562

https://www.thinkwithgoogle.com/articles/zmot-why-it-matters-now-more-than-ever.html

https://ssl.gstatic.com/think/docs/mobile-in-store_research-studies.pdf

http://www.emarketer.com/Article/Mobile-Still-Upper-Funnel-Shopping-Activities/1012048

Online Ads Are Pushing ‘BUY’ Buttons!

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Automobiles, the Internet, auto-brewing coffee makers; every now and again there is an idea that sweeps the nation—or the world—and changes the fundamental way we live our lives. Though this idea may not change the world as a whole, it has been changing the digital marketing world for the better—the “buy” button.

Facebook started this call-to-action trend last summer, and Twitter soon followed with its call-to-action Twitter cards. Last week, we wrote a blog about Instagram’s new advertising changes, which included call-to-action buttons, and two weeks ago, it was announced that Pinterest was toying around with the buy button, as well. In addition to these top social media platforms, Google has recently confirmed the enabling of buy buttons on search ads. The idea is still in its inception phase, so specific details on how it will work are still mum; however, the general idea is that after clicking the buy button on a mobile search ad, users would be taken to a special Google landing page to complete the transaction.

This is moving Google from a search engine to a marketplace, similar to Amazon, and people are on edge. Some industry influencers feel this change on Google could hinder retailers by decreasing their website traffic and preventing them from obtaining consumer data, since the transactions will be happening through Google and not the retail website. However, Google’s intention is to speed up the mobile buying process in order to strengthen the consumer’s shopping experience, which in turn will increase the retailer’s mobile conversion rates that have stayed low even though mobile usage rates have continued to rise. Only time will tell.

Call-to-action and buy buttons have made it easier for retailers to capture leads and conversions in this social-media-newsfeed-surfing era. Call-to-action buttons, in most cases, will increase traffic and conversions to a retailer’s website by leading consumers directly to what they are interested in, but in some instances, such as on Facebook and Google, transactions will happen in a limbo land between the platform and the retail site, essentially allowing consumers to purchase items without having to leave the site they are on.

Back in September we wrote a blog about this “new idea” of a buy button and wondered if it would take off or not. I guess we have our answer! Have you seen any call-to-action or buy buttons while on your favorite social media network? Have you used them? We would love to hear from you!

Further Reading:

http://searchengineland.com/google-buy-buttons-could-start-showing-on-mobile-shopping-ads-in-a-matter-of-weeks-220997

http://www.mediapost.com/publications/article/251395/the-buy-button-is-coming.html

Mobilegedd-non: The apocalypse that wasn’t

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Over the last several months Google has been pushing their mobile-friendly update, urging webmasters to make sure their websites were mobile-friendly to avoid seeing “a significant impact” in the search results. The buzz became apocalypse-esque once the mainstream media picked it up and was soon coined “mobilegeddon.” D-day was April 21, and webmasters and SEO specialists were scrambling to ensure their sites did not drop in the rankings. Well, that date has come and gone, and little impact occurred. It has now been a month since Google’s supposed cut-off date, and Mark Munroe of Marketing Land reports that mobilegeddon has barely made a difference in search results. He notes that there was a minuscule dip in results and that most of the impact was seen on the second and third of the SERPs (Search Engine Results Pages). So what happened?

Though there are a handful of theories as to why there was a lack of severity, one thing is for sure: Google has a sense of control over businesses, big and small. Google says, “jump,” and we ask, “how high?” Because of past algorithm changes that truly did change the face of the SERPs—Panda and Penguin, specifically—businesses don’t want to take any chances. So when Google warned “significant impact,” it’s no wonder we all reacted in an apocalyptic manner.

This is similar to an algorithm update they announced in 2014. Last year, Google announced HTTPS—a safer version of HTTP—would help with a website’s ranking. Following that announcement, scores of websites rapidly adapted to be more secure in fear of dropping in rankings. Yet, after the change, no shift in rankings occurred. Though no drastic changes occurred with either of these updates, a mobile-friendly Web presence and a safer website are not bad things. They are improving the Web experience for everyone, which is an obvious goal of Google.

Though the “punishment” was not as severe as promised, it is still heavily urged to have a mobile-friendly, responsive website. If you are interested in revamping your business’ web presence and creating a better user experience, call us at 912-921-1040. Robmark Web is proficient in creating responsive websites that work well and look great on any type of device, including mobile phones and tablets.

Mobile-Friendliness Ranking Change

The importance of responsive and mobile-friendly websites has been a known fact for a few years now; however, Google has finally drawn a line in the sand. On Tuesday, April 21, mobile-friendliness will be considered a ranking signal. This change will affect mobile searches worldwide and will have a significant impact on search results. This change is geared to have users find relevant, high quality search results that are optimized for their devices. This change does not affect desktop search results, only Google searches performed on a mobile device, which includes tablets.

In order to ensure your website is not negatively affected by this change, it is important that your website is responsive, or utilizes another mobile site choice. Though a responsive web design is the recommended choice, it does not sway your rankings with Google if you use responsive over another mobile site choice. As long as it is optimized for a mobile device, Google doesn’t really care how. The mobile-friendliness of a website will be considered on a page-by-page basis and in order to pass the test, all of the pages on the website must be mobile-friendly. Another important note about this change mentioned by Google’s own Gary Illyes, is that Googlebots must be able to crawl both CSS & JavaScript. If the website blocks these elements, your site will not pass Google’s mobile-friendly test and could see a drastic change in your mobile rankings. You can use this Mobile-Friendly Test to see whether or not your website is properly optimized for mobile devices. We tested our new Robmark.com site and it passed the test!

The changes in ranking will happen immediately. As soon as the website is crawled and discovered as mobile-friendly, on a URL-to-URL basis, it will be updated. Don’t wait until April 21 to see if your website has been affected. Be proactive with the help of Robmark Web. Robmark Web is Savannah’s website development company that features in clean, responsive websites for any industry. Make sure your mobile website traffic doesn’t drop and give us a call today: 912-921-1040!

Further Reading:

http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-search.html

http://www.thesempost.com/googles-gary-illyes-qa-upcoming-mobile-ranking-signal-change/?utm_source=sendgrid&utm_medium=email&utm_campaign=top10

http://www.seobook.com/responsive-design-seo

Mobile Usage During Cyber Monday is Predicted to Increase by 30%

This year, for the first time ever, mobile Internet traffic now exceeds desktop traffic. This is a huge shift in the way people use the Internet and consume information. A few years ago, having a mobile website was a nice addition, but was not absolutely necessary. Now, if you do not have a responsive website that will optimize to any size screen, you are shooting yourself in the foot. Not having a responsive, mobile-friendly website leaves money on the table, especially if you have an e-commerce site.

With the biggest online shopping day, Cyber Monday, rapidly approaching, those who have mobile-friendly websites are sure to feel the love. AppLovin, a mobile ad personalization platform, is predicting that 30 percent of Cyber Monday transactions will come from mobile devices, possibly reaching or exceeding $750 million in sales. This is huge growth from 2010, when mobile devices only attributed 2 percent of sales on Cyber Monday. MarketLive reported that Q3 2014 Smartphone traffic to e-commerce sites grew by more than 62 percent and mobile-commerce revenue grew by 141 percent. Most mobile-commerce sites remain difficult to use, which can be frustrating to consumers, and 91 percent of respondents in a multi-country study said they would turn to a competitor after experiencing a bad mobile site.

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Google has come out with official recommendations regarding responsive and mobile websites and recommends going with a responsive design when possible. By following Google’s advice, your website will be better optimized for mobile, in turn placing you ahead of others on mobile SERPs. Having a properly optimized, responsive site will make mobile purchases easier and provide a more seamless transaction for mobile consumers.

Make sure you’re not missing out on any opportunities by making sure your website has a responsive design.  Need a responsive website made? Call Robertson & Markowitz Advertising & Public Relations’ digital department, Robmark Web, for your website needs.

 

Further reading:

http://marketingland.com/forecast-30-percent-cyber-monday-transactions-will-mobile-106460

http://marketingland.com/report-smartphone-m-commerce-revenue-grew-141-percent-q3-106134

http://www.smashingmagazine.com/2014/07/22/responsive-web-design-should-not-be-your-only-mobile-strategy/

http://searchengineland.com/google-finally-takes-a-clear-stance-on-mobile-seo-practices-123543