As difficult as it is to believe, another month has drawn to a close and autumn is just around the corner – but there is no let up in developments in search, social media or PPC. We know that it can be hard to keep up so we’ve rounded up the most important stories from the last few weeks to bring you quickly up to date with all of the key news you need to know.
Facebook launches paid events tool
In what is a direct response to the pandemic, Facebook has rolled out a new feature which allows brands and individuals to host paid events via its platform. Reflecting on the fact that many physical events have moved online during lockdown, the paid online events tool gives Pages a way to monetise their expertise and charge for content such as live demos, classes, performances and interviews.
The event host will receive 100% of the revenue from guests when subscribers use Facebook Pay and 70% when guests pay on a mobile device as the mobile provider takes 30% of the revenue for in-app purchases. Facebook says it appealed to Apple to waive that fee but was denied.
More than 1 in 2 consumers used an online marketplace during lockdown
Adobe says that 57% of UK shoppers who regularly shop online have used an online marketplace such as Amazon, Etsy or eBay during lockdown, with just 13% saying they have ordered from an individual brand website since March. What’s more, those using marketplaces made an average of 11 purchases, compared with just three for those shopping on brand specific sites.
Adobe says marketplaces were able to act quickly at the start of the pandemic and offer a more convenient experience for shoppers. It also believes most shoppers will continue to shop online for the foreseeable future, making it more important than ever that bricks-and-mortar businesses set themselves up to sell online.
New study highlights growing importance of Google My Business
A new study has underlined the growing importance of Google My Business and seems to suggest that more brands and beginning to focus in on this important aspect of local SEO.
On average, the typical Google My Business profile has 72 reviews, but just 19% of business owners replied to reviews left by customers. The study also revealed that there are opportunities being missed to optimise listings, with businesses advised to add more photos, respond to reviews, answer questions more frequently and use Posts more often.
Bing uses page quality as a ranking factor
Bing released new webmaster guidelines earlier this month, giving more insight into exactly what it considers when ranking web pages. One of the more interesting findings to emerge is Bing considers page quality before indexing. The search engine says that it actively looks to prevent indexing of pages with poor content, broken java script, malicious pages and spammy pages. It also wants to avoid pages which are stuffed with keywords, have duplicate or scraped content and misleading structured data markup.
Along with this confirmation, Bing also shared that it considers user engagement metrics as part of its ranking process such as time spent on page.
Google Ads bring lead form extensions to YouTube and Discovery campaigns
Google will enable lead form extensions for YouTube ads and Discovery campaigns after almost a year of testing. The forms have also been expanded to give advertisers the option of collecting more data alongside the standard name, email, phone number. New options include business name, job title, city, state and country. Questions can also be added to the form to pre-screen leads.