Category: Uncategorized

  • Google to Add Continuous Scrolling on SERPs

    Last week, Google announced they would be implementing a ‘continuous scrolling’ function on the search engine results page over the next few weeks.

    Users will no longer need to press a “See More” or “Next Page” button every ten results or so. The page will simply load more results as users scroll down. This new system will load approximately 40 results before users will need to click a “See More” option.

    Why the Change?

    While the vast majority of clicks go to the first four results on any given search, there are particular types of queries for which users tend to bounce around between results. sometimes going as far down as page four of their results.

    This change is meant to create a more seamless experience for those types of searches.

    Will this affect Google Ads?

    Google Ads are typically displayed at the top and bottom of these results pages. What happens if there are effectively no more pages?

    While there won’t be any changes to Local and Shopping ads, Text ads will see some shake-up. Google says they will “redistribute” how many text ads will be shown. Fewer ads will be displayed at the bottom of pages moving forward.

    So what should you expect from your metrics?

    Google claims the only thing likely to be affected are mobile impressions, which may increase, and CTR, which may decline a bit.

    They expect all other metrics will stay relatively stable.

  • Facebook Overview Presentation

    Download the Facebook overview presentation here: Facebook-overview

  • UTM Tracking for Your Google Analytics

    Okay, starting with a couple of assumptions.

    1. You care about knowing where your website traffic is coming from and finding better places from which to get it.
    2. You have, or are willing to get, Google Analytics (GA) setup on your site.

    If you are putting links in social media or paid advertising, you should be tagging everyone of them to understand where your best traffic is coming from. Setting up social postings? Tag them. Adding UTM parameter values lets you see what content is driving engagement.

    Most companies that use the UTM parameters do so with paid media, but neglect tagging social messaging and email. I’d even recommend applying the tags to links from your social profiles.

    So, what is the UTM code and where does it goes? The parameters and values are appended to your landing page urls.

    http://shop.volcom.com/Boardshorts/mens-boardshorts.html?utm_campaign=boardshorts_b&utm_medium=email&utm_source=members&utm_content=bs2_copy2

    You have to add the “?”, then add the parameters=value with an ampersand between them.

    Below is an example of how a campaign may be structured.

    utm_campaign utm_medium utm_source utm_content term
    boardshorts_a ppc google textad1 term1
    boardshorts_a ppc yahoo textady1 term1
    boardshorts_b display_premium espn bs1_480x55
    boardshorts_b display_dsp dataxu bs1_480x55
    boardshorts_b display_dsp adroll bs2_480x55
    boardshorts_b email members bs2_copy1
    boardshorts_b email members bs2_copy2

     

    In Google Analytics you can view performance on any of these parameters (called dimensions in GA). You can compare different campaigns, sources, ads, etc for goals or engagement. If you have eCommerce set up, you can track the revenue as well.

    Google Analytics selection options for UTM

     

    Once you are in the habit of adding UTMs to your destination urls, you will start to see a wealth of information that you can use to direct your resources and focus.

    https://fanaticallydigital.com/analytics/