Weekly Search Roundup – 21st February 2020

Is Tik Tok the next big marketing platform?

Created in 2016, Tik Tok is a mobile video app that currently has over 500 million users. The platform allows users to create short looping videos, which can last from 15 seconds to a 1 minute long (videos can be edited using in-app effects similar to other social media apps such as Snapchat and Instagram).

Tik Tok has introduced paid advertising, transforming the platform into a more desirable destination for advertisers wanting to develop their social media strategy. If your target audience is Gen Z and millennials, Tik Tok could be perfect for you as the majority of the app’s users are within this age range.

Tik Tok marketing strategies include:

  • Duets
  • Paid advertising
  • Reaction videos
  • Branded stickers
  • Behind the scenes
  • User collaborations
  • Hashtag challenges

Source: https://www.searchenginewatch.com/2020/02/11/tiktok-the-next-marketing-platform-for-brands/

Google Ads introduces more granular conversion actions for leads and sales

Google Ads has been testing out more granular options for tracking website conversions – which aims to simplify the process of tracking and optimising different stages of the customer journey. At the moment, there are five available options (purchase, lead, page view, sign-up, and other). The new approach introduces a sales category and a leads category, which split the options for tracking site conversions. For lead generation, advertisers can now set up additional actions including submit lead forms, book appointment, sign-up, request quote, get directions, and outbound clicks.

Source: https://searchengineland.com/google-ads-offers-more-granular-conversion-actions-for-leads-and-sales-329313

What are the top digital marketing trends for 2020?

Paid Voice Search

The use of Voice Search has been rising in popularity for many years, with more households owning a smart speaker or using a voice assistant than ever before. Local businesses and e-commerce sites should consider including paid search in their marketing strategies as 75% of people who own a smart speaker perform a search for a local business every week, and 53% of them do it on a daily basis. In order to take advantage of this form of advertising, businesses need to ensure that they are focusing on long-tail keywords, using the correct schema markup, and using the right tone.

Interactive Content

When it comes to developing a content marketing strategy, content such as blog posts, long-form articles, and social media posts are essential to gaining results. Demand for interactive content is growing, as users nowadays want more engaging and relevant content. Interactive content isn’t new. Online quizzes, surveys, and social games have been around for many years. However, their power to grab our attention is no longer as effective. Investing more time and money into innovative forms of interactive content such as interactive infographics, white papers, case studies, and ebooks can increase traffic and conversions.

Tik Tok Advertising

Tik Tok is currently taking the world by storm. With over 500 million active users worldwide, it has the potential to become the next big thing for advertisers.

  • Partnering with a well-established Tik Tok influencer

Establishing a partnership with a Tik Tok influencer is a great way to advertise on this platform. However, you need to ensure that your chosen influencer has a good engagement rate and that their audience matches your target demographic.

  • Using paid advertising

Earlier this year, Tik Tok introduced biddable ads. At this moment in time, it only has one ad type called the in-feed video ad. The platform allows you to add a CRM list to create custom audiences as well as whitelisting and blacklisting specific audiences. You can target groups by age, gender, and geographic location. However, Tik Tok will soon release a more granular way of advertising.

Source: https://www.searchenginewatch.com/2020/01/27/three-digital-marketing-trends-2020

Google Search Console’s ‘Change of Address’ tool has added redirect validation and reminder

Google Search Console has introduced two new features to the Change of Address tool. The redirect validation feature allows you to redirect flow, validate the flow, and will show examples and offer suggestions for any issues with redirects (used for the top five URLs of the moving domain). The new reminder feature notifies you of the moving domain and the destination domain, which is displayed as a warning banner to users. Click here if you want to know more about Google Search Console’s Change of Address Tool.

Source: https://searchengineland.com/google-search-console-change-of-address-tool-adds-redirect-validation-reminder-329351

Google My Business now notifies users when reviews are deleted

Google My Business appears to have released a new type of notification, which emails business owners with the subject line “We have deleted a review of your business profile” whenever a review has been removed. This new feature will make it easier for businesses to know when a review has been deleted, which can be useful for managing listings if you currently don’t use any tracking tools.

Source: https://www.seroundtable.com/google-my-business-email-notifications-for-deletion-of-reviews-29001.html

Google’s Smart Thermostat, Nest, introduces a new feature

Nest, the smart thermostat company owned by Google, has revealed a new smart feature that connects customers to local businesses, helping to resolve issues detected by the thermostat. It works by emailing you whenever an issue is detected, highlighting a list of local businesses that provide the type of service required.

Source: https://courses.mariehaynes.com/search-news-you-can-use/episode-118-light-version/?wlfrom=%2Fsearch-news-you-can-use%2Fepisode-118%2F#toc-2

Jamie Beatty

Jamie Beatty

Jamie has over 3 years’ experience working in the digital marketing industry. After completing his A Levels in 2016, he headed straight into an apprenticeship focusing on marketing for an e-commerce business. After this he decided to move into an agency environment working on a variety of SEO clients.

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