How to create high-quality links? Why should brands pay attention to social media commerce? Google is launching a new feature for its ads to save users’ time, the new Apple’s update is making advertisers go crazy, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.
- Dynamic Exclusion Lists by Google: a new feature to save advertisers time that will be launched soon. Check the digest for more details.
- Three factors to consider when evaluating link quality by Paddy Moogan. Read our new weekly digest to learn more.
- The release of IOS 14.5 with the App Tracking Transparency update caused a huge fuss among advertisers. See our digest to find out why they are against it.
- E-commerce in social media had a fast growth during the pandemic. Why is it worth paying attention to? Check out the infographic we prepared for the answers.
Google announces a big time-saver
When launching an ad, everyone wants it to appear in the right place and for the right audience: you definitely don’t want to see ads for meat products or steaks be displayed on a vegan blog.
Ginny Martin, Google’s product representative, recently announced a new update that will reduce the chances of the situation described above.
It’s called Dynamic Exclusion Lists.
Keeping up to date: The idea behind dynamic exclusion lists is that the list of bad sites that your ad doesn’t want to appear on will be constantly updated.
How it works: According to Google, this list will be updated by you or any trusted third party like industry groups or brand safety organizations.
Why it’s useful: According to the Google Ads blog, the main reason for this feature is time:
“We’ve heard from some of our partners that the current tools in place for blocking web pages or websites require dedicated resources and regular updating, which can pose a challenge for any advertiser, but especially smaller ones with limited staff and in-house expertise.
So today, we’re announcing a new feature that will help simplify this process – giving advertisers the ability to use dynamic exclusion lists that can be updated seamlessly and continuously over time.”
If you’ve faced an issue with the Google Ads Network because you constantly needed to exclude inappropriate websites from your list, then this is the feature you’ve been waiting for.
What makes a link a high-quality one?
Today we will speak from the words of link building expert Paddy Moogan.
In one of his most recent posts on Moz, he shared factors to consider when evaluating link quality. These include relevance, authority, and diversity.
Let’s figure it out!
- Page relevance: It is important to get links from pages that are in any way related to your site. Think about your target audience and what content they are interested in. These are exactly the pages from which you should receive links.
- Topical relevance: It is about what is happening on the pages of your site that are linked. Obviously, the content on these pages should be in the best interest of your audience.
- New links vs. existing links: Getting links from the same domain is useful. However, you should try to get them from many different domains. Links from new Google domains show that your website is of high quality.
- Type of linking page: The variety of types of pages that link to your site is a must! Strive for diversity!
- Position of link: This point is not as important as the others, but it is worth your attention. Keep in mind that the location of the link is also important, because, for instance, the other sites’ footers are not the best place to navigate to your site.
Link authority: The crux of the matter is how much power, authority, and link mass a domain can transfer from its own. Be one step ahead and ask yourself “Who is linking to sites that link to us?” Accordingly, the higher the authority of these sites, the stronger the link.
Sustainability is the last factor Paddy is telling us about. Read more about it at the full blog post here.
Official statement! The release of iOS 14.5 along with ATT is scheduled for next week.
In case you didn’t know, ATT (App Tracking Transparency) is a new and pretty big ad update that has made quite a splash. If you have a mobile app and are used to tracking users by their device ID, then Apple will show users a pop-up with permission to access the tracking.
This has huge consequences: Facebook is in preparation for filing a lawsuit against Apple because of this. Other ad networks are likely at risk as well. Marketers say ATT will make ads even more unpredictable.
This is already happening: Twitter users are reporting huge spikes in CPM (Cost Per Mile). This is most likely due to the fact that some advertisers are targeting “Android only”. It happened a couple of minutes after Apple’s announcement.
The Rise of Social Commerce [Infographic]
Just like e-commerce, social media commerce has grown in 2020.
The COVID-19 pandemic has led to an increasing number of purchases being made online, allowing many to take advantage of the process. And, despite the fact that the spread of electronic commerce is only going up, the pandemic has accelerated this growth by about 5 years.
In this regard, we have prepared a new infographic that gives an idea of the distribution of in-stream shopping in social networks and why brands should pay attention to it.
Check the infographic below.