Google Unveils New Look; Facebook Ad Targeting Weakens
By Conor Bond
Although it certainly felt like Google Marketing Live 2019 took over the online advertising world for a minute there, we’ve still got some important news to talk about. Here’s the latest from Facebook, Instagram, and—believe it or not—Google.
Google unveils new look for mobile search results
In order to free up space for more information and on-SERP action buttons, Google has unveiled their reimagination of the mobile search results. Take a look at the image Senior Interactions Designer Jamie Leach included in Wednesday’s announcement:
The new look is on the right. Via Google.
As you can see, the “Ad” indicator and the display URL—which often serves as crucial brand real estate—will move above the ad headline. Publisher names and icons will move above the headline in the organic results as well. Although the display URL we’ve come to know and love has certainly done a good job of presenting your brand name, the new look—rolling out in the coming days—makes sure to position it even more prominently.
Leach explains the motivation behind this reimagination at the end of his blog post:
“As we continue to make new content formats and useful actions available—from buying movie tickets to playing podcasts—this new design allows us to add more action buttons and helpful previews to search results cards.”
Translation: Google wants to give users the most seamless search experience possible. Whether you’re simply searching for information or deliberately looking to make a purchase, Google wants to erase as much pain from the process as possible—especially when you’re on mobile (see: the new gallery ad format coming to the SERP later this year).
Now, I know what’s coming to mind for many of you: traffic. After all, the more information Google scrapes from your site, the less necessary it is for users to click through. Although that’s valid cause for concern, I’ll say this: Google reducing friction does not equate to Google eliminating the need to visit your website. As you can see in this screenshot, one type of button Google is aiming to make room for is essentially the organic version of a sitelink extension:
Friction-reducing? Quite. Traffic-leeching? Hardly.
Shifting back to the paid side of things, the addition of new action buttons should do wonders for low-funnel search initiatives. Whether you’re trying to book appointments or drive sales, the erasure of steps required to secure a conversion is (almost) always a good thing.
Facebook’s transparency measures may affect targeting
In a recent blog post, Facebook announced the imminent roll out of a new tool that will enable users to see how advertisers are tracking them and—if they so choose—to take this ability away. As soon as a user disconnects their account from their online activity, Facebook will no longer be able to use this data when serving your ads.
Read more here:: B2CMarketingInsider