Posted on Friday, August 21st, 2020 at 4:12 pm
The ongoing COVID-19 pandemic has certainly ramped up the way we consume media, as all the principle streaming platforms like YouTube, Netflix, and Hulu have seen an increase in viewers over the past several months. Despite these uncertain times, the good news is that it has opened a new door for digital marketing agencies to take advantage of, where the benefits cascade down to the businesses they serve.
These platforms have certainly taken notice of increased viewership, and it will more than likely impact future ad spending as viewers become more accustomed to streaming video services. The uptick in viewership on streaming platforms away from their traditional counterparts has definitely made Google take notice, which in turn has made digital marketers follow suit.
“The disruption of TV upfronts and suspension of live sports are encouraging advertisers to shift to the more flexible and on-demand ad strategies that connected TV offers,” the company said in a blog. “As a consequence, we’ve heard from many advertisers that they are accelerating their move to video streaming advertising.”
In order to take advantage of the shift, Google recently announced new video ad options that will capitalize on the shift of streaming services. Their goal is to help advertisers find the best deals when it comes to their marketing strategies, which is why they have added a committed TV section in its ad Marketplace ”specifically for publishers and inventory that let you reach TV audiences across devices.”
Advertisers and marketing agencies will be able to use the listings to find ideal partners in order to increase their campaign reach when using streaming providers.
Google has also made it easy to access information on any publisher. They have done an outstanding job of giving you the analytics to convey how well these streaming services perform, audience reach, and inventory, and you can even use the platform to send requests for proposals from the publishers you’d like to work with.
But Wait, There’s More!
To complement this service, Google is also adding new ‘ready-to-buy’ choices, which makes it convenient for businesses to run streaming ad campaigns.
“For marketers who want to skip the negotiation process, we’ve worked closely with exchange partners such as Google Ad Manager, FreeWheel, and SpotX to bundle inventory from top publishers, along with broadcast and cable networks, into ready-to-execute deals,” Google said.
These deals, known as auction packages, are available to all Display & Video 360 users in Marketplace, Google added. Packages will be available by genre, popularity, seasonality, formats, or audiences.
“For example, you can easily add available themed packages from publishers, such as ‘Hulu – Parents’, or from exchanges, like Telaria’s ‘Cord Cutters’ bundle,” Google said.
YouTube Select streaming lineup will be available in Display & Video 360, according to the tech giant.
What This Means for Your Business
With more people engaged on streaming platforms, Google is wisely betting that this will be the future moving forward, even after we have returned to pre-COVID living conditions.
The company sees a new frontier of content marketing with TV ad possibilities where you can target your audience. It will allow businesses and their brands to be more strategic with marketing campaigns that deliver a better performance as a result, targetting specific potential customers to increase your overall conversion rate.
Need help putting your company’s ad campaign on Google’s Display & Video 360? Cobalt Digital Marketing has a successful track record, getting results with our proven Cobalt Formulaᵀᴹ.
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Posted on Monday, August 17th, 2020 at 10:01 pm
Rumblings that Google was unveiling a new variable to their search results algorithm were at an all time high recently when their search engine experienced what the company called a “glitch”.
The glitch resulted in poor search results and, in some instances, did not make sense to what the user was searching for. Thus, many within the SEO community believed that Google was in the process of launching a new update to their search algorithm since it led to the disruption of search results and impacted many page rankings.
Many digital marketing agencies had to discern whether rumors of an update to Google’s SEO search algorithm would come to fruition; however, it didn’t take long for the company to address the issue.
What the Glitch Means
Ultimately, for Google, the glitch was just a disruption to their search results inquiries. Even if there were a planned update to their algorithm, the tech giant is known for guarding what exactly is implemented into their algorithm closely, so while the glitch had many of us wondering if a new update was coming, Google emphatically denied the claim.
The company tweeted that they found a problem with their indexing systems that affected Google search results. After identifying the issue, Google put their site reliability engineers to work in order to fix the problem. Moments later, everything is in optimal working order for the company’s search engine, however, many still can’t help to wonder if Google really did have something up their sleeve.
We’ll just have to take Google’s word for it. The glitch was just a disruption to Google search results page and the company looked to get a hold of things quickly, and things appear to be fine now. Blame it on 2020.
However, this isn’t the first time that Google has experienced a glitch with their search engine results. Earlier this summer, another glitch prevented new content from being indexed in Google search. Last summer, a search issue prevented results from fully populating search engine result pages for a number of users over several days.
What This Means for Your Business
Anytime there is a disruption with Google’s search algorithm, it impacts your business. If you’re in the business of making the best sushi rolls in town and someone is searching for your restaurant on Google during such a glitch, they may end up with a recipe for baked beans, no matter how well done your SEO is.
Much like when an electric company addresses a power outage, so too must we wait for Google to fix these issues as no amount of SEO will get your site ranked in its proper position during a glitch. In order to prepare, however, it’s best to review your digital marketing plan to ensure that it’s ranking potential is high when the search engine returns back to normal.
Google did a great job of identifying and fixing the issue in a timely manner this time. Albeit, while it can negatively impact your business for that particular moment, a reputable digital marketing agency can be on top of any issues that may arise with Google, Bing, Yahoo, Facebook, YouTube, Twitter, Instagram, and so on.
Glitches happen but our Cobalt Formula™ assures that our clients are minimally effected. SEO is important and should be done right but it is just one tactic is our lead generating formula.
Posted on Monday, August 17th, 2020 at 9:58 pm
Google has announced a new algorithm, the Google Page Experience update that is set to launch in 2021. The objective of this update is to effectively analyze how web pages perform correlated to how users are experiencing it. Consequential? Most definitely. Reason for concern? Not with Cobalt Digital Marketing by your side.
Even if you don’t have the skills to make your website more user friendly, our McAllen digital marketing agency can help you to develop a fully optimized website that takes user experience (UX) to the next level.
In layman’s terms, if Google’s algorithm determines that users visiting your website are having a subpar experience engaging with your pages, then this can negatively affect your rankings. But since the rollout won’t begin until next year, now is a good time to start preparing for the update.
User Experience a New Google Ranking Factor
Some of the current metrics Google has in place include proactively measuring whether your page loads quickly, how users are guided through a specific page on your website, copy, and content, if your website is mobile-friendly, its security, whether content jumps around while the page loads, and the detection of too many ads.
Google search ranking factors compromise page experience and include several variables. Chief among them are page speed update, the intrusive interstitials penalty, the HTTPS ranking boost, safe browsing penalty, mobile penalty update, along with polishing the metrics concerning speed and usability.
The better these variables perform, the more enjoyable the user experience will be for visitors who come to your website. When these variables perform at an optimal level, they usually result in a higher ranking for pages on your website.
Google measures refinements with a tool they call core web vitals.
Core Web Vitals 101
User-centered metrics consist of real-world core web vitals that evaluate the features of your web pages involving the steadiness of content as it loads, the time it takes, and interactivity.
They fall under three metrics:
- Largest contentful paint – The speed of loading performance that should happen within 2.5 seconds of visitation.
- First input delay – An interactivity measure that should give a good user experience of fewer than 100 milliseconds.
- Cumulative layout shift – A visually appealing metric in which your page should fall below 0.1.
Prepping for the Google Page Experience Update
While the update isn’t going to happen instantly, Google is giving everyone a fair warning that it plans to put a critical emphasis on user experience to judge the content on your pages.
Excellent content on your website will still be imperative when it comes to your SEO ranking on Google. If you’re familiar with the previously mentioned web design jargon, then you should be able to pull off any necessary updates to your page effectively.
However, if you aren’t capable of doing so, teaming up with an experienced, reputable marketing agency would not only be a wise move but a priceless investment.
Industry research and studies have explained just how important great user experience is to website visitation. It’s not alarming to many digital marketing agencies that Google will add user experience to its algorithm. The addition of user experience as a barometer metric comes on the heels of other variables such as mobile-friendliness and load speed in recent years.