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Digital Marketing Industry Updates – October

Google Rolling Out Continuous Scrolling for Mobile Search

Google recently made a major update on their mobile search results and introduced the infinite scroll. This simply means that instead of clicking through to pages 2, 3, and so on of the search results, the next set of results will automatically load with relevant information. What does this mean for your SEO and digital marketing? There are mixed feelings about the news across the industry, but as mobile search continues to grow, this continuous scroll might actually prove to be good for businesses, as it should take away the stigma of being on page 2 or 3 of Google search results.


Google Updates Advertiser Identity Verification Policy

If you’re currently running Google Ads campaigns for your business, one update that you might want to stay on top of is Google’s new advertiser identity verification policy. Google is updating this policy as a means to improve the quality of advertising on its network. The verification process begins once you receive an email from Google regarding the identity verification, and will allow you up to 30 days to accomplish it, or your ads will be paused until completed. This update also means that you will allow Google to publicly disclose information about your business such as: business contact information, advertiser name change history, ad creatives, ads removed or accounts suspended, and dates and locations for the ads being served.


New Twitter Professional Profile for Brands and Creators


Twitter is introducing Professional Profiles to its platform. Having started beta testing in April, Twitter is now inviting more businesses to sign-up for this new type of profile. The Professional Profiles are composed of different modules. The About Module, which displays business and contact information and hours of operation. The Shop Module will allow users to shop on the platform. The Newsletter Module is for those businesses looking to distribute the latest news to their followers. You can apply for Twitter’s Profession Profile through this link. However, keep in mind that these are still in development and are still a bit clunky, as you won’t be able to manually edit their profile once submitted. In order to change any current information on your Professional Profile, you’ll need to resubmit the application.


Facebook Updates Ad Manager Objectives

Facebook is applying some changes to its ads manager objectives in the coming weeks. The social media giant is now grouping all its current ad objectives into six new objectives, namely: awareness, traffic, engagement, leads, sales, and app promotion. All other objectives will be grouped within these new ones, though the reporting of the results has not changed. Facebook has also noted that any currently-running campaigns will remain active, without any need for advertisers and businesses to change anything. However, it would be good to familiarise yourself with the new objectives and what they encompass to avoid confusion for future campaigns.