Bullseye Buzz: E-com vs Brick & Mortar, Google Search Limits
By Mark Eting
Bullseye Strategy Special Correspondent
We hope you had a relaxing, restful, fun, and memorable Labor Day Weekend! It was certainly notable for those of us with a keen eye on digital marketing! While most people were firing up the grill and lazing about the pool, we gathered the most important digital marketing news of the week to serve you here.
Google Does Have Its Limits. And Fees.
Google has announced they will start to limit the search terms report to only include terms searched for by a significant number of people. It’s unclear what “significant” signifies; it could eliminate some search terms on the fringe between significant and insignificant for smaller organizations.
They’re also imposing a Digital Services Tax (DST) of 2% to several European countries, including the United Kingdom. That could be a preview of what’s to come elsewhere in Europe and beyond. These taxes are on top of your already budgeted amounts, make sure you plan so you aren’t surprised when you get the bill.
Hey @GoogleAds, what’s this about? So we will be potentially paying for search terms tht are irrelevant but won’t be privy to the keywords we need to add as negatives? What’s the logic behind this please? Thanks. #ppcchat @gregfinn pic.twitter.com/B8oK149YiU— Rachel (@PPCRachel) September 2, 2020
Facebook Groups Adds Partnerships
Facebook Groups has been growing in popularity for several reasons lately, including the ability to moderate discussions, host private chats & forums, and grow organically the way many pages no longer can. Facebook has taken notice, and that means only two things: another revenue stream for Facebook and another way to generate revenue for advertisers.
Facebook Groups can already run ads in the feed, but now they can also run branded partnerships. These branded partnerships will allow group admins to run branded posts with or on behalf of advertisers.
Facebook also published resources to help parents, teachers, and students dealing with this year’s abnormal back-to-school plans.
Retail Stores May Power The Corona Christmas
While fear of COVID-19 remains relatively high for shoppers, a retail-normalcy return may be more important for many. Until the outbreak that self-isolated us and forced us to stay at home, half of the people surveyed preferred brick-and-mortar locations for their ability to touch and feel the merchandise, the immediacy and convenience of returning home from the store with a product, and the ability to see and learn about other products.
That said, some survey results indicate spending plans may be lower than in past years due to the economic impact many are feeling.
While e-commerce has seen incredible growth, most shoppers indicate they lean towards retailers that allow for local in-store returns.
Additionally, Amazon Prime Day (date still to be determined after being delayed by COVID-19) is expected to impact e-commerce holiday shopping plans.
Stay safe. Stay classy. Stay informed.
“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry.