June 17

The Weekly Briefing: From Maps to Apps, Everyone Gets Ads

Copywriter Andrew Vanderiet shared Google’s newest modification to paid search and SERPs on mobile devices and desktop searches…
Earlier this month, Google announced their “next generation of search” with its new Google maps ads. This will be a game-changer for many location-based businesses. On desktop, local business ads will appear both beneath the search box and on the actual map (indicated by a purple icon). On mobile, promoted businesses will also appear on the results list and map, but ads can also connect a phone call or provide immediate directions with just a single tap. These Google map ads are still in beta, but will most likely become readily available to advertisers over the next three months. The best way to prepare for this marketing shift is to:

  • Check your NAP consistency, especially in Google My Business
  • Enable location extensions on your ads

This shift comes after seven “mind-blowing mobile stats” were revealed during Google’s Summit, including the fact that three out of every four people who search on their phones for something nearby will stop in the store within one day, and an incredible 28% of those searches result in purchase.
Account Manager Reed Langton-Yanowitz revealed a newly confirmed search engine ranking factor from Google…
Google Webmaster Trends Analyst Gary Illyes verified what digital marketers have been assuming since Mobilegeddon rolled out – speed of mobile pages will become a ranking factor with the next mobile friendly update. While the official date of the next update has not been released, Illyes eluded to the change happening in the next few months. If you look back to November 2015 when Google released their most recent version of quality rating guidelines, you’ll remember that they dedicated a (hefty) section to mobile user experience. Combine that knowledge with the rise of Accelerated Mobile Pages (AMP) and the impressive mobile search stats dropped at Google I/O 2016, and it’s easy to see why this guideline has grown to rank factor in such a short amount of time. The announcement is out there, so now’s the time to prepare. Get started by checking your site speed with Google’s PageSpeed Insights tool.
Account Manager Olivia Allen prepared us for an unexpected change from Apple…
Since 2008, the App Store has come to house more than 1.5 million apps, with app developers earning more than $40 billion in revenue – and that’s with a 70/30 market share with Apple (developers earned 70% of profits, Apple earned 30%). On Monday, June 13, 2016, Apple launched its beta “Apple App Store 2.0,” which would change that split to 85/15, provided the developer could keep a customer’s app subscription for more than one year. This news is great for budding developers, but what about all those loyal App Store customers? They will potentially be faced with App subscription fees (think like Spotify or Netflix), instead of making a one-time purchase payment. The hope is that these fees will go back into the development of bigger, better, more awesome apps.

In addition to a rising amount of subscription fees, Apple is introducing ads to the App Store’s platform in hopes that customers will use the App Store for search, instead of relying on basic Internet searches and social media. The ads will only promote other apps available to purchase in the store, and only one ad – at most – will appear per search results page. The ads will only appear to users older than 13 years of age, and you will have the chance to opt-out, if you so choose. App Store 2.0 could exponentially grow the advertising landscape for digital marketers, but we’ll have to see if the benefits for the developers will actually outweigh the annoyance to customers.