Our Senior Performance Marketing Manager, Tom, and Associate Director of SEO, Jamie, discuss this week’s top digital headlines. The biggest news this week is that Zenith has predicted UK ad spend will beat pre-pandemic levels this year. Plus, Google has revealed ranking factors. Also, we talk about Google now listing possible reasons for traffic drops, an eco-friendly tracking tool, and how to get the best out of your digital marketing, with TV.
Here are this week’s five digital headlines to watch:
Zenith has predicted that UK ad spend will beat pre-pandemic levels this year. They estimate a 13% growth year over year. This has largely been driven by an increase in video and social advertising. Social advertising is predicted to spend more than paid search for the first time.
Google reveals ranking factors! Well, not quite, but Google is going to start displaying information next to search results to explain why it appears for a specific query. This is a really interesting and unexpected development. It that could help SEOs understand how to improve their content and rank better for specific queries.
Google lists possible reasons for traffic drops. On the Google blog, they have listed a handful of possible reasons behind ranking/traffic drops. The reasons include such things as algorithm updates, seasonality, and site technical issues. This will prove really helpful for less experienced SEOs or those without intricate knowledge of how rankings can be impacted by various market conditions.
Good-loop has launched a tracking tool that allows advertisers to see the real-time environmental impact of their digital advertising campaigns. Due to many brands looking to become carbon neutral as soon as possible, this could be a useful tool for brands and agencies to see the damage they are causing to our planet. Good-Loop estimates the average digital campaign creates 5.7 tonnes of carbon dioxide which is half of your average person in a year.
An interesting view from a TV marketing agency about the impact TV campaigns can have when working alongside traditional digital marketing channels. We’ve also seen an increased appetite for TV content from our clients in a bid to diversify how they reach customers rather than relying on the same tried and tested channels. With TV advertising becoming more measurable it becomes a much more interesting proposition.
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