Trend Spotting: Real World Take on the Digital Space
1. Dramatic changes in PPC performance.
Covid-19 is causing our world to rapidly change. Unsurprisingly, ad performance is changing as a result. From March to May, cost per click (CPC) for Google ads has fallen dramatically while click-through rates (CTR) have risen. As things begin to open back up, the landscape is sure to shift again. The high conversion rates are likely a result of savvy marketers pivoting their messages to meet the needs of their target audience during the most restrictive lock-down phases. If you haven’t recently, it’s a good time to look at benchmarks in your industry and adjust your KPIs accordingly.
2. Chrome releases new metrics for evaluating web pages
Last month, the Chrome team released Core Web Vitals, which quantifies the user experience for your website. Going forward, metrics like loading speed, interactivity, and visual stability will be incorporated into search rankings. Page experience rankings will help users find relevant content that is easy to engage with. Top-quality content and on-page SEO are still going to factor in search rankings. These new metrics are there to help match users with the content they need in the best digital environment available.
3. Proactive marketers are gearing up for what comes next
Despite the economic uncertainty, we’re seeing an uptick in paid advertising. Things slowed down as businesses pulled their ad campaigns in the face of shutdowns and stay home orders. While unemployment is still high and the future is unclear, many marketers are starting to advertise again. Some businesses are newly advertising as they pivot from brick-and-mortar models. Other businesses are anticipating a surge in demand as we enter the new normal and are positioning themselves to be responsive. Online travel agencies were hard hit by the shutdown, but terms like “vacation” are on an uptrend as cabin-fever is setting in and states are lifting restrictions.
4. Move over live-tweets, Facebook Venue is coming soon
As Facebook moves to stay relevant as social media use changes, they have developed an app designed to make watching live events an interactive experience. While Venue users are watching a live broadcast event, they’ll be able to see commentary from hosts like journalists, athletes, or other experts related to the content. They will also be able to participate in polls and conversations that center around moments of the broadcast. These “Moments” will appear as notifications in the app and are created as the Venue host sees something discussion-worthy happening in the event. Facebook Venue will allow users to watch live events with expert commentary while connecting with other fans across the globe.
Be on top of the latest information in the digital marketing world. Each month, we’ll take a look at what’s changing in the industry and how it can help you move your strategy forward.
