Elevate: What’s up in Digital Q2 | 2021

Posted on May 19, 2021

 

Key Takeaways

 

Search-Engine-Optimization (SEO)

Page Experience Update

Core Web Vitals will be rolling out mid-June. This update is designed to evaluate sites based on a user’s experience. You can rely on the GSC report and tools like DevTools and Lighthouse to identify and address any issues.

Core Web Vitals Focuses On:

• Largest Contentful Paint
• First Input Delay
• Cumulative Layout Shift

Pay-Per-Click (PPC)

iOS 14.5 update vs Facebook Ads

Released at the end of April for iPhone users, the iOS 14.5 update requires apps to request permission to track users.

To-Dos:

• Verify domain in Facebook
• Prioritize (8) events/conversions set in FB Events Manager
• Measure impact with reporting (before & after)

Google Chrome Eliminating Third-Party Cookies

Google Ads audience targeting and conversion tracking will be largely impacted. Google created PrivacySandbox.com as an open-source for anyone to solve targeting and tracking issues that may arise from eliminating third-party cookies.

What Are They Testing

• Targeting- Cluster people with similar browsing patterns into large groups, or ‘cohorts’
• Tracking- Add noise, first-party event tracking

Responsive Search Ads Now Default Ad Type

Your Checklist:

• One per ad group
• Up to 15 Headlines & 4 Descriptions
• Use target keywords
• Don’t repeat
• Use pins, or don’t
• Dynamic keywords insertion, location insertion
• Use what you learn to create Expanded Text Ads

Social Media

Auditing Your Social Media Accounts

Why Conduct an Audit?

• Increased engagement
• Real-time competitor analysis
• Save money
• Informed marketing decisions
• Identify accounts that need deactivation or re-activation
• Demonstrate consistency

Basics of Conducting an Audit

• Dive into what’s working and what’s not
• Creep on your competitors
• Identify what accounts need refreshing
• Discover new opportunities (LinkedIn stories, Facebook business news feed, LinkedIn virtual meeting link sharing)