Google Changes in Ads & Search + Emmy Nominated Ads

Good Monday morning. It’s July 16th, Amazon Prime Day. Today’s jaw-dropping statistic: Amazon has 49% of e-commerce market share in the U.S. and 5% of all commerce.

Highlights

    • Google’s search rankings will now be influenced by page speed for every website. The long-staged Google change is now in effect for all website pages on every site. More below.
    • Google AdWords is now called Google Ads. The change is subtle but an important reminder that a lot of search now occurs via images or by voice. And with a $100 billion revenue line, this branding change was not done lightly.
    • You’ll be able to use Google Ads for new hotel formats(!) and via its new retail partnership with Shopify as Google scrambles to catch up to Amazon.

Google: Hotel Ads & Page Speed Update

Google Ad Campaign Builder Screen

Here is a look inside a Google Ads campaign creation screen that the company announced during its marketing show last week. Notice that “Hotel” will be the only industry type shown out of all the industries that exist. Google Hotel Ads have existed for years, but moving into the main campaign screen is a big vote of interest from the company.

Google also announced that its “page speed update” is now rolling out to all websites. This means that webpages will be ranked, in part, based on how fast they render on a mobile device. These are important to point out because Google is notoriously circumspect about most changes. Its most clear signals come from its actions and sporadic announcements. When those are made, the entire marketing ecosystem takes note.

This is especially true when Google shares news about search language. We heard last week that searches for “[something] near me” are up 10-fold. Google has hammered on the near me phrase and put it into our lexicon. Google often uses this phrase to signal local or retail intent.

The final big Google announcements dealt with small business reluctance to engage online. Google says that about half of all small businesses still don’t have a website. The new twist is that Google Ads will create landing pages automatically based on what it knows about the prospect and your organization. Here’s the kicker: the ads have to be in an automatic campaign run by Google.

The changes show Google looking to grab the market from the next size tier of small businesses while also staking its claim to hotel advertising, retail, and mobile device speed.

Spotlighted

Facebook was fined $664,000 by the U.k. for its role in the Cambridge Analytica data scandal. More fines are coming. We’re also looking for Facebook to launch new news shows starting today.

Moz co-founder Rand Fishkin has unveiled SparkScore, a new software tool that gauges a Twitter account’s influence.

Having killed net neutrality protection in the U.S., the FCC has changed its complaint processes. The FCC argues that it hasn’t changed the rules, but they made a similar argument about net neutrality. Bottom line: it will now cost $225 to file a “formal complaint” against an Internet Service Provider. The agency does not review informal complaints and only forwards them to the companies involved.

Watch This

Five new ads have been nominated for Emmy Awards this year. You can read about them at this AdWeek link and watch my favorite below.

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