Will marketers finally get Carousel Ads on Twitter? When will the Google Page Experience Ranking update finally be released? What are the top PPC trends for 2021? What are the most common cyber-attacks in Q3 2020?

“Marketers need to build digital relationships and reputation before closing a sale.” – Chris Brogan

In this article, we’ll cover the following digital marketing news:

  1. Twitter: Introducing a New Ad Format
  2. What is Google Page Experience Ranking?
  3. The PPC Trends of 2021
  4. Q3 2020: Cyber-threat vectors

Ready to dive in?

Social Media

Twitter Expands Its Ad Options By Introducing Carousel Ads

Marketers advertising on social media platforms are already familiar with the carousel ad format. Especially on Facebook and Instagram where it’s been at their disposal for quite some time.

Well, Twitter has finally decided to catch up with the rest and introduce a new addition to its ad formats – carousel ads. With the global launch on November 11, 2020, marketers can now use between 2 to 6 images (or videos) to promote their product/service in one ad.

The goal of carousel ads is to offer businesses the opportunity to reach their goals and engage their potential customers in a more effective, interactive and appealing way. The carousel ad format will include – 

  • an edge-to-edge design
  • third-party measurement reporting
  • accessibility support
  • new reporting features like swipes
  • single-destination links – advertisers can link to either one website or app destination

Image Carousels will support 1.91:1 and 1:1 image assets; with Video Carousel supporting MP4 or MOV files with 1:1 or 16:9 aspect ratios and max 140 secs. Advertisers need to keep in mind that combining aspect ratios within the same Carousel is not possible.

During the testing stage, Twitter stated website carousel ads witnessed, on average, a 15% increase in click-through rate (CTR)

Further details about Twitter Carousel Ads can be found here.

Search Engine and SEO News

Google Page Experience Ranking Signals Coming In May 2021

Back in May, Google announced a new ranking algorithm, named Google Page Experience, designed to ‘judge’ web pages based on “how users perceive the experience of interacting with a web page”. Essentially, if Google thinks users on your website will have a poor experience on your pages (measured by the Core Web Vitals), those pages may not rank as high as they are currently.

On November 10, 2020, Google has finally announced they’ve set a launch date for this update and it is roughly a year after the initial announcement.

The update will combine Core Web Vitals and previous UX-related signals such as mobile-friendliness, safe browsing, HTTPS security and intrusive interstitial guidelines. In addition to the update, Google will also test multiple ways to display a ‘visual indicator’ in search results to inform searchers if a specific result is expected to deliver a good (or great) experience.

To prepare for these upcoming changes, Google has released various tools such as Core Web vitals Report (which replaced the Speed Report), PageSpeed Insight and Lighthouse that publishers can take advantage of to begin improving their page experience. 

The impact of this update on rankings is not yet clear. However, SEO experts expect a relatively minor impact since many of the Google Page Experience signals already factor in Google’s search algorithm.

PPC and Ads News

2021: PPC Trends

During a ‘normal’ year, PPC marketing is somewhat unpredictable. Yet, 2020 has been anything but normal since the outbreak of COVID-19. No one could’ve predicted the impact of the pandemic and the way people, as well as businesses, will adjust and deal with it.

Are you wondering what the most important PPC trends are going to be in 2021? The SEJ released their PPC Trends 2021 ebook with predictions from 32 of the top PPC marketing experts. 

Top 10 PPC trends 

1) Goodbye, Data!
2) Understanding Your Audience & Buyers’ Journey
3) More Automation
4) Diversify Your Advertising Platform (Google or Microsoft or Other)
5) Harnessing the Power of First-Party Data
6) The New Instagram Opportunities
7) The Value of The Big Picture Strategy
8) Perfecting the Ad Message
9) Testing, testing & testing
10) Mobile Experience

From the distribution of how data is sourced due to changing global privacy policies and restriction on third-party cookies through ad platforms taking even more control away from PPC marketers to Google Ads limiting access to search query data, all of these play a crucial role in how marketers will adapt and adjust their PPC marketing strategy for 2021 and beyond.

Digital Marketing News

Each month, our dear friends at UKFast use their SIEM platform to collect and analyse millions of events across their clients’ networks to detect and block cyber-threats. 

After six months of record-breaking breaches and attacks, their Q3 2020 Cyber-Threat report is finally here and with 1.44 billion events analysed with nearly 84 million suspicious events identified and 8.5 million prevented attacks, these are the most common cyber-attack vectors used by criminals to target UK businesses for Q3 2020.

  • Content Management System (CMS) login attempts – 8.2 million cyber-attacks detected. The goal was to gain access and leverage control over your systems, steal your data or carry out further internal-network attacks
  • WordPress POST requests – nearly 6 million cyber-attacks detected.  The goal was to flood servers with POST requests and eat into server resources to exploit vulnerabilities. Examples of POST requests: leaving a comment, posting a tweet or filling in a contact form on a website. 
  • Suspicious URL access – almost 2.2 million detected cyber-attacks aimed at gaining access to servers and allowing attackers to identify attack vectors (flaws) and exploit them

Furthermore, the most common origins of blocked attacks are – 

  • Russia – 1,368,375
  • The U.S. – 1,483,311
  • The UK – 357,924
  • Latvia – 407,523
  • The Netherlands – 297,108

For a more detailed explanation and advice on how to prevent cyber-attacks, click here.

Final Thoughts

Do you have any suggestions or ideas about which digital marketing news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

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Adi Angelova

Author Adi Angelova

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