Google Penguin 4.0 is Finally Here


It's Happening

 It’s finally here.

After 23 months of waiting, Google just confirmed that the Penguin 4.0 algorithm is rolling out to all languages.

Per Google:

Penguin is now real-time. Historically, the list of sites affected by Penguin was periodically refreshed at the same time. Once a webmaster considerably improved their site and its presence on the internet, many of Google’s algorithms would take that into consideration very fast, but others, like Penguin, needed to be refreshed. With this change, Penguin’s data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we recrawl and reindex a page. It also means we’re not going to comment on future refreshes.

Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.

Now that the wait is finally over, sites who have worked hard on cleaning up their link profile may see a stronger road to recovery and sites who build “unnatural” links might see even swifter penalties. Any interesting thoughts on your end? Let us know in the comments!

Wall Street and Delegator Agree: Facebook and Google are Good Bets


Wondering where to spend your advertising dollars online? Among the clamor of countless blogs – including ours – now Wall Street is weighing in on this question. 24/7 Wall St reports that Alphabet and Facebook now control over 50% of the digital advertising market and predicts their dominance in this space will continue to grow.

Many companies still believe that Google, Alphabet’s flagship business unit, and Facebook provide only two forms of digital advertising: Search Engine Marketing and social media advertising, namely boosted posts. While both of these methods are crucial to any digital marketing campaign, Google and Facebook’s offerings have expanded to the point where these platforms have become an arguably better alternative to full-scale programmatic campaigns. Both platforms offer finely tuned targeting based on the first-party data they gather about their users, whether search history, demographic information, or online activity. They can then serve and remarket various forms of advertising across their networks to identified segments of users.

 

Two subsectors have emerged to help lead the growth in the sector and that is search and, of course, social media. Two companies [Alphabet and Facebook] that dominate those arenas have also spread their capital around to acquire new technologies, in everything from virtual reality to autonomous driving to streaming programming and content.

 

Although Facebook and Google can only advertising on the networks that they own, combined, these networks are so large that they enable brands to reach almost anyone on the internet. Additionally, since the platforms have better visibility and tighter controls on their data, there is less room for fraud or wasteful spend within their advertising campaigns than on programmatic networks.

Just as 24/7 Wall St recommends that traders invest in Google and Facebook stock, Delegator recommends that advertisers invest in these platforms.

Delegator at Startup Week Chattanooga


Startup Week Chattanooga 2016

Startup Week Chattanooga kicks off next month, and Delegator will be sharing its expertise on digital marketing at two events:


Digital Marketing 202
Delegator will present insights and tools to help business create a comprehensive digital marketing plan. Topics will include digital advertising, social media, SEO, and conversion rate optimization. Our experts will present proven strategies, educational resources, and a few spicy hacks that will enable you to start generating more online traffic and conversions immediately.

Monday, October 3rd
10:00 – 11:00 AM
The Edney Innovation Center, Floor Five
1100 Market Street


Googleize Your Business – Get Found Online
Along with TSBDC of Chattanooga, Delegator will help businesses new to digital marketing ensure the Google recognizes their company and makes it easier for customers to find online. We’ll provide a hands-on walk through of setting up your “Google My Business” page and an introduction to advertising on Google’s Search and Display networks. A free catered lunch by Fresh to Order will be provided to the first 40 individuals who register. Participants must bring their own laptop. Space is limited and registration is required. A business card drawing will be done for $100 to spend with Google AdWords.

Wednesday, October 5th
12:30 – 2:00 PM
INCubator
100 Cherokee Blvd


For more information about Startup Week and all of its events, check out Startup Week Chattanooga.
To see a full schedule and register to attend events, visit Sched for Startup Week.

The Price Extension Bump!


The beauty of Price Extensions in your ads. A really good find from one of our campaigns, price extensions were implemented here on July 24th. Comparing June to August, we saw a 164% increase in CTR, a bump of 202% in clicks, and a CPC decrease of 22%!

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Now, I know what you’re saying, “Delegator, your job is to optimize accounts every single day. So that can be all directly attributable to just price extensions.” You know what, person I made up for the purposes of this blog post? You’re right, but here are the stats from the extensions themselves: price extensions

That’s a 29.26% CTR! Price extensions can add so much to your campaigns. Not only do they set the expectation for your customer on the front end, they can automatically lend themselves to more quality leads because of that added level of transparency. If you want to know more about setting these up in your campaigns, give us a shout or check out this help article straight from Google.

Google Debuts New Design for Merchant Center


Introducing the new Google Merchant Center

Merchant Center New Update

In their push towards Material Design, Google has released a new version of Merchant Center, where users go to upload Google Shopping product feeds. Think dark and flat. In addition to the new look, they’ve also released a number of new features, including updated feed rules and a currency conversion. What do you think of the new look?

Facebook Adds Historical Rating for Targeting Demographics


Facebook Targeting Demographics Historical Data

Just discovered this new Facebook advertising feature this morning, as we were updating a client’s account. Facebook just rolled out a historical rating system that will show advertisers which detailed targeting demographics worked and didn’t work, based on past conversion rate and CPC data. Also, if you’re drawing a blank on which interest groups to hit, you can always pull up the Suggestions box, and it will give you the list of highest performers.

Google Introduces an Analytics Demo Account


Analytics Demo Account Access

Google has fantastic Analytics learning videos, blog posts, and even an academy. But if you’re like me, you’re always a bit hesitant to mess with any of your own data as you learn. So, Google has opened up a demo Analytics account filled with live data from their Google Merchandise Store. This way, you can tinker with making your own custom dashboards, segment all the data, and find out who’s converting.

Google Analytics Demo Account Data

(Photo Courtesy of Google)

Obviously, it comes with its limitations, like users only having Read and Analyze access. So, check it out, tinker, and learn by doing!

 

 

Google Stepping Up Their Hospitality Game; Draws Ire of Yelp


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Just spotted this for the first time last night, as I was searching for a specific restaurant. Google is adding more features to their Knowledge Graph, populating Zagat Reviews (Google bought Zagat in 2011) and Lists sections right below the restaurant’s contact info. This move pushes organic results even further down the page, sparking backlash from other review sites, like Yelp.

What do you think? Will users even care that they’re not getting variation in their search results? Or are mobile users just looking for relevant info that instant?

GIGTANK Pitch Night is Tomorrow!


Gigtank Pitch Night RSVP Page

gigtank banner

The crown jewel of the Chattanooga startup world, GigTank, is culminating tomorrow with all 12 teams pitching their ideas and progress. These businesses will get to present and demo their product in front of investors and raucous Chattanooga supporters, all the while, having gained the network, support system, and infrastructure they need to take their ventures to the next level. Come on out to the 5th floor of the Chattanooga Library tomorrow night @ 5:30. RSVP at the link above!

 

AdWords Importing Call Conversions


Measure the Value of Calls with Imported Call Conversions

Previously, advertisers have been able to measure call conversions using call length… Imported call conversions now allows you to go a step beyond call length and measure the true conversion value of paid calls from mobile click-to-call ads or your website.

There has always been a slight disconnect between calls that led to a sale and AdWords ads. Now, they can talk to each other a bit more with Imported Call Conversions that Google is rolling out over the next few weeks. As advertisers track their phone calls and import them into Google’s new feature, Google will automatically match up those conversions with those calls, all the way down to the Keyword level.

A few pitfalls, however. Calls can’t be tracked or matched from other sources. From Google’s support documentation:

AdWords can only match and import calls from your Google click-to-call and call-only ads. If your upload includes other sources, these calls won’t be counted as conversions.

Also, they can’t track calls from desktop or tablet ads, so Mobile only. There is a work around but it involves counting users that encounter an error message. Again, from the support documentation:

Manually dialed calls from desktop and tablet ads aren’t supported yet. (Though AdWords does support calls from your website after someone clicks a desktop or tablet ad.) You can measure what percentage of your calls fall into this category by filtering the results for the error message “AdWords can’t import calls that are manually dialed from desktop or tablet ads” with the error code DESKTOP_CALL_NOT_SUPPORTED.