yWeekly news: October 28 - ymarketing
yWeekly news: October 28

y.marketing.colorSearch Engine Optimization

Google starts using “instant answers” in Chrome. This auto-completes queries with answers to questions as a sub-bullet. They have taken their mission to take the world’s information and “make it universally accessible and useful” another step further by displaying knowledge graph-type results directly in Chrome’s desktop address bar. The types of queries this impact (so far) include: ages, timeframes of significant events, & sizes of countries & states.

Users will be getting answers to their queries faster and with less effort. For SEOs, if a user is looking for a simple answer, what is their incentive to click on or finish that search result? If Google starts bringing more information into its address bar, we could end up seeing a decline in search volume and possibly traffic to our most user-friendly, informative pages.



Display Media

REvJet introduces a new Acronym: CSP (Creative-Side Platform)

8 weeks ago, RevJet began working with Microsoft, aiming to unify ad creation, serving, testing, measuring, and optimization into a single platform for desktop and mobile display, video and social.

RevJet integrates with whatever demand-side platforms (DSPs) its clients are using. Right now, these include Rocket Fuel and Radium One. For example, a creative agency would develop a series of display ads, running multiple iterations of the ads against each other simultaneously. Once it is clear which piece of creative is best performing in terms of clicks and conversions, the lower performing ad was halted, and the higher performing ad continued to be served.

With this new CSP, there is a potential to increase conversions  per thousand impressions and to see creative as a revenue center rather than a cost center.



Digital Intelligence

Google launches new Shopping Insights tool in time for the Holiday Season.

Uses actual AdWords search data to allow for exploring trends and popularity of products across the US. Drills down to city level, and trends over time (can play a timelapse trending video)

SEM has had tools like this for a while, and similar to Google, but focused more on the interactive mapping and heatmapping experience , rather than overall search term trends. Preset filters allows you to drill into specific shopping seasons only, device type, and location.

Search terms are limited to product searches. Shopping Insights works best when tracking major trends. The beta version currently includes data for the 5,000 most popular products on Google Shopping between April 2014 and September 2015.



Performance Media


Bing Ad’s now offers remarketing capabilities for search and shopping channels. Remarketing efforts, currently within Google, allows advertisers to revisit consumers who have shown a consider amount of intent. These efforts usually perform at a higher CRs while driving lead volumes.



Social Media

Instagram introduces Boomerang

Boomerang takes a burst of photos and stitches them together into a high-quality mini video that plays forward and backward. Shoot in portrait or landscape.  Share it on Instagram.

This is yet another tool that, given this reversing capability, we as marketers can get incredibly creative with for clients moving forward.



Facebook has just added the ability to upload 5-7 images that Facebook will automatically make a video.

Basically it’s a light version of Instagram’s Boomerang specifically used for Ads.

For our brands, we can now get more creative making moving images and mini videos to run in the background of our ads to be more eye catching and potentially improve results across all Facebook ad metrics and KPIs.


Twitter has announced Twitter Polls.

Now anyone at any time can quickly and easily poll their audience. We can utilize this tool in order to gather several data points from customer sentiment to product testing and review data.