Welcome back to the Plethora, where all the biggest stories in PPC management get addressed and disseminated. This week, we had some big stories out of Google, some trouble in Yahoo/Microsoft paradise, and some interesting stats on mobile and video ads. Without further ado, let’s get into it:
- This week’s biggest news was Google’s announcement of an “improvement” to ad rank. I put the word in quotation marks because whenever Google improves anything, there is almost always a way that they will be making more money as a result of it (think combining desktops and tablets for “Enhanced” campaigns). In this “improvement”, Google follows its own lead with advancements like Hummingbird, the recent algorithmic adjustment, by attempting to make ad rank more intuitive and show more relevant results. The long and the short of it is that there is now more of a priority to get your ad extensions up, running, and optimized, but as we get further from this update, there are likely more changes coming down the road.
- We’ve spent a lot of time on the Plethora talking about the shift to mobile and for very good reason. Not only is mobile growing but the experience is very different from desktop advertising and we’re still learning more about consumer behavior every day. The sheer scope of the growth, though, is mind-blowing. Over the next five years, one research study estimates an expected 300% increase in mobile advertising dollars to make it a $40 billion industry. If you haven’t gotten your mobile strategy in order yet, think about that amount of additional dollars flowing into the marketplace. That’s your competition tomorrow, so you’d better get started today!
- Aside from mobile, the next biggest development in online ads has got to be video. The Plethora has discussed the rise of video ads before, but the real sign of success is that major brands are moving dollars away from TV and towards online video ads. As the old saying goes, “money talks and [you know what] walks!” Right now, the money is saying one thing loud and clear: unless TV can overcome its dearth of technological efficiency and restrictive access to smaller marketers, the future of video ads will be online.
- In the year 2010, Yahoo and Microsoft announced a “Search Alliance.” This meant a number of things but, ultimately, the results were that Yahoo.com would use Bing’s search engine and the ads would no longer be served by Yahoo Search Marketing (formerly Overture) but by Microsoft adCenter (now Bing Ads). It seemed like a win for Microsoft for absorbing a competitor in order to fight Google’s search dominance. It was also a win for Yahoo because they were in a tailspin and needed to focus on what they did well, which was definitively not search. It seems, though, that this arrangement has recently been a bit rocky. Not only did the Search Alliance not cut very deeply into Google’s market share but it has been an annoyance to Yahoo’s Marissa Mayer who inherited it from her predecessors and who is waiting anxiously for Microsoft’s Steve Balmer’s replacement as CEO. With Yahoo’s ambitions in mobile search, it’s a wonder if this alliance will last through its proposed end date of 2020.
Thank you for stopping by and for reading this week’s edition of the Plethora. It’s a pleasure to continue to deliver the latest and greatest news in the online marketing community. Feel free to comment below to let me know what you’d like to see covered in the future or to add your thoughts about these current events. Most importantly, don’t forget to come back next week!