In this week’s digital news to watch, our Senior Performance Marketing Manager Tom and Senior Performance Marketing Executive Kylie, discuss ad space being sold by Amazon, Search Ads 360 updates, Googles Page experience algorithm and the SEO impact of changing a website’s hosting location.
Amazon have opened ten stores in the UK and plan to sell advertising space within its second quarter. Part of their plan will be personalised ads on the stores ‘smart carts’ which are to be called dash carts, and at check-out kiosks.
Another advertising method up for consideration includes smoke screen adverts which will appear on the front of refrigerators. Amazon are planning to do this in an attempt to make their stores more ‘self-sufficient’ finacially.
Following an announcement on Tuesday, Google has revamped Search Ads 360. So what’s new in Search Ads 360? Performance Max and Discovery campaigns are now supported, a refreshed UI and more interlinking support for other search engines are all included. The changes will be implemented over the next few months and Google will be sharing timely updates as the update is rolled out. Google will also be bringing out more new features as the update progresses, and will be beneficial to many advertisers as all your data will become more centralised.
Google have confirmed that their Page Experience algorithm is now being slowly rolled out to search results on desktop. The update is due t0 be complete by the end of March 2022. The first Google mentioned of the update was back in November 2021 which was said to first be rolled out on mobile and then on desktop in February 2022. This new update will mean that factors that were not taken into consideration previously for your websites search results on desktop, will now be ranking factors considered by Google. This could also now mean that your desktop ranking could improve even if your website is not optimised for mobile. Marketers have been advised not to expect any drastic changes until the update is complete at the end of March.
Google’s John Mueller has responded to the question on whether or not your SEO will be affected if your websites hosting location is changed. In short, he said that there will be some initial changes with how Google will look at a website after a change in hosting location, however he has confirmed that your SEO will not be affected. Some changes y0u can expect to see include; a slow down in crawling, website loading time may be longer and your website will not be used for geotargeting.
Short titles will allow sellers to optimise their adverts on google even further than title attributes. Title attributes match product landing pages and consumer searches, however short title attributes provide a more concise product identification. Short titles will be shown where internet users typically do the majority of their browsing such as Discovery campaigns and Shopping Ads in Gmail. Short titles will help sellers to capture users more quickly, however make sure you follow the guidelines so your short title doesn’t get disapproved.