Google Rolling Out Click-to-Message Extensions

Click-to-Message Extensions Roll Out Upcoming Click-to-message ad

(Photo credit: Google)

Another way for advertisers to engage with their clients, and another way Google can charge you for mobile clicks! Text message extensions are rolling out to an AdWords interface near you in the upcoming weeks. These extensions would live underneath existing extensions. Upon click, the user's default messaging app would open and have text pre-populated in the text message. Now, the text is customizable both ways, on the advertiser's end, and the user's end before the message is sent.

This move by Google signals their mobile-first mindset, meaning advertisers must adapt. If you need help keeping up with this ever-changing landscape, give us a shout!


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%! Screen Shot 2016-09-01 at 11.10.33 AM

Screen Shot 2016-09-01 at 11.10.56 AM

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.

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

IMG_0595 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?