Nitchev Casseus March 20, 2019 77
Google March 2019 Update, Google Ads Disapproval, Twitter Adds Subscribe to Conversation Feature
Digital Marketing News – Monday 18th 2019
There were a number of subtle changes made in the digital marketing world this week, and while the changes may not be as drastic as other updates in recent months, they do have the potential to create a long lasting and significant impact on some users.
Google March 2019 Update
Let’s start with the Google March 2019 update. The March 2019 update to Google’s core algorithm has resulted in many marketing analyzers crying “rollback!” And they’re not entirely wrong. Based on the data analysis from Sistrix, this month’s algorithm update–which was touted by Google insiders being among the “biggest in years”–is not as expansive or as progressive as previously reported.
Referring back to the Sistrix analysis, the primary takeaway from the recent update is that Google appears to have at least partially re-implemented algorithms which were previously removed from the core algorithm program. There are numerous reports of websites which were penalized under new algorithms that are once again gaining SERP and traffic positions in the Google search results, indicating that the newer algorithms are either longer in use–or are, at least, being reversed in some key ways. Significantly, the Sistrix data indicates that about 75% of the sites to see the largest boost in rankings after the update were previously sites which ranked very low or were otherwise stuck with penalties. These were mostly sites that had lost their long tail positions due to previous updates, rather than sites with massive amounts of traffic.
Make no mistake: this almost certainly isn’t an actual rollback. What has probably occurred here is that Google has tweaked its algorithm to remove certain penalizing aspects which affected a significant amount of the sites currently finding themselves rising in the rankings.
Google Ads Smart Segmentation Feature
There is some exciting news for those mobile app game producers and marketers that rely on Google Ads: Google is rolling out a new feature, dubbed “Smart Segmentation,” that is designed to help predict which users are most likely to spend money versus those who tend to avoid in-game purchases. The Smart Segmentation feature will sort users into two advertising groups: players who spend, and players who don’t. The end goal of Smart Segmentation ads is to target the users who are less likely to make in-game purchases and push them towards financially engaging with the game in various ways in order to boost in-game revenue.
So far, this will be done in two primary ways: targeting inactive game users with ads of their previously downloaded games in an effort to get them to begin playing again, with an emphasis on showcasing new features, new missions or even tutorials of the previously downloaded game; and increasing the amount of ads shown to non-spending players which will help offset the balance between revenue generated by spending players (who will see less ads) and non-spending players.
If all goes as planned, then the Smart Segmentation feature could be key in helping game developers increase revenue without relying as much on revenue generated from spending players.
Google Ads Disapproval Assistance Changes
Google Ads isn’t just adding features–it’s finally clarifying some of its more frustrating policies. Users have long had complaints about the way that Google handles ad disapproval, but it seems that Google is finally taking the right steps to addressing those concerns. In April, Google will be rolling out changes to the way they had their disapproval assistance for ads which have been removed for violating guidelines or the Terms of Service.
This change will introduce a new hub called Policy Manager which will let users monitor any restrictions on their ads, keywords or other extensions throughout their entire Google account; this Policy Manager will let you view recommendations for changing disapproval ads, let you browse through appeals, help you manage your account certifications, and much more. This is going to be a highly useful tool, especially for users who find themselves on the wrong side of Google’s ad disapproval policy far too often.
Another change that Google will be implementing is an expansion of the disapproval guidelines along with an easier appeal process. When an ad is removed, users will be able to view a clear, concise reason for the removal along with an immediately available appeal option that is much simpler to use than the current appeal process.
Finally, Google will be rolling out a feature that is designed to detect ad policy violates before the ad is ever submitted into the Google system. This new feature is going to be most beneficial for users whose ads tend to be removed for easily caught violations such as punctuation and spelling errors, which will now be fixed before it’s submitted.
Google My Business New Seasonal Business Guidelines
Now we’ll move on to some changes for business owners who use Google My Business for their seasonal stores or seasonal hours. Google is making some small but important changes that business owners need to be aware of in order to keep their business pages up to date. All business owners who manage seasonal business listings must now take an extra step to mark it as “temporarily closed” During any off-season months. Prior to this change, Google let business owners keep the listing marked “open” during the off-season months as long as the business hours were removed using the Google My Business page. This previous policy is now being replaced with the mandatory temporarily closed listing that will add a red label to your business when it appears in search results during the off-season.
Twitter Adds Subscribe to Conversation Feature
Google isn’t the only company that made some digital changes to their platform this past week. Twitter announced that they will soon be implementing a new feature that lets you follow conversation threads using a “subscribe to conversation” button. This feature will let you follow a conversation on Twitter without having to like, reply or otherwise engage in the conversation. Twitter has yet to confirm an official launch date for their new Subscribe to Conversation feature.