In this week’s digital news to watch, our Senior Performance Marketing Manager Tom and Senior Performance Marketing Executive Kylie, discuss product adoption, micro-influencers, Amazon’s physical advertising, Google search results and synonyms and reconsideration requests.
Microsoft raised a few eyebrows last week when they ‘accidentally’ tested advertising in the file explorer of Windows 11. Microsoft Ads has long been a distant relative of Google Ads with little backing from other areas of the Microsoft business. However, with a new lead on their advertising platforms and seemingly some buy-in from the Windows team it might not be long before some customers start to see advertising on their desktop. For now, it seems these new advertising spaces would be reserved for their own products but we may see more connected advertising spaces in the future.
Micro-influencers have been in the spotlight for the last few years, but as brands look to build their image, we’re likely to see more and more over the next few years.
Generally, a micro-influencer has less than 100,000 followers and can sometimes be as low as just 500 if they have a specific niche. These sorts of influencers drive a much better ROI than larger influencers due to the trust they’ve built from their followers. This type of marketing is also likely to fill some of the gaps that iOS 14.5 created last year.
Ads in stores have long been underutilised but Amazon is set to change this with digital advertising in their physical stores. As Amazon begin to grow their store presence around the globe, we may begin to see advertising appear in Amazon Fresh stores with brands being able to buy these slots similar to online inventory spaces. Digital out of home is nothing new, but reaching customers as they physically shop has always been difficult. With the cost of high streets continuing to rise, we may see more stores begin to use their spaces for monetisation purposes.
Google’s John Mueller has opened up to a query about why a site that ranked highly for a specific keyword, did not rank highly for its related synonym. This was the question asked to John: “Why might there be tiny differences in synonyms or such terms that make such a big difference in ranking position?”. The question came from someone wondering why the page ranked for the keyword “edit video” but didn’t rank the query “video editor.” John Mueller explained that because of the full context of a search query, substituting a word for its synonym won’t work because the substitution will change the meaning of the search query.
Will submitting a reconsideration request affect your Google ranking factor? There is a link between reconsideration requests and ranking factors, and make the difference when it comes to a site being reinstated or remaining deindexed. If you’re faced with having to deal with a reconsideration request, it means that you are facing a Google penalty, meaning that you have lost your search result ranking or been de-indexed entirely. Reconsideration requests can recover the site from the manual action. Reconsideration requests are loosely linked to ranking factors, however, a reconsideration request will have no benefit to the site’s search ranking factor, and is only used to get out of Google’s penalty box.