Liv Griffiths – Content Executive

Temperatures have soared over the past 31 days, and the nation has experienced its hottest summer since 1976. The digital marketing industry doesn’t seem to have cooled down either, as there’s been lots of improvements, updates, and new releases. As usual, our Digital Team has kept on top of it all, so here’s this month’s Pace Picks.

Say goodbye to manually A/B testing on your Google ads

Google no longer recommends creating just three ads per ad group for your PPC (pay-per-click) campaigns.

Manually testing performance based on clickthrough rates and conversions is becoming a thing of the past. Google now suggests creating around five to seven ads per ad group, and to then let the algorithm do the rest of the heavy lifting.

Is the podcast overtaking the blog in popularity?

Google Trends has recently identified that, for the first time in history, the demand for podcasts has overtaken blogs in Google’s search results.

With the increase in Artificial Intelligence (AI) devices being used in homes and cars, podcast listening is on the rise. The Alexas and Google Assistants ‘speak’ the content to consumers, contrary to the effort it takes to read a blog.

And now, due to technology updates and changes in consumer behaviour, people are digesting podcast content quicker than it’s being created.

To try and keep up with demand, Google has created its own dedicated podcast app that integrates with Google’s AI, making it easier for consumers to discover existing content through recommendations based on their listening habits.

Stay tuned for more details on this from us…

Google Chrome cracks down on website security

HTTPS encryption is the way forward, and encouragement for web developers to transition websites onto a safer domain is now stronger than ever.

An update to the Google Chrome browser released on July 24th names and shames the websites using HTTP unencrypted connections, labeling them at ‘Not Secure’ in the URL bar.

Similarly, the sites that Google has deemed secure contain a green padlock icon to reassure visitors that the site is legit.

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Ultimately, this will dissuade consumers from entering sensitive or personal information, such as passwords or credit card details, on these sites. So, if you’re trying to create conversions, it’s important that you nail your HTTPS encryption first.

If you missed our last post on HTTPS, read it here.

Now you’re all up to speed on what has been a very Google-heavy month, stay tuned for next month’s updates – who knows what will happen in the digital world?

Got some interesting news you’d like to share with us? Let us know on Twitter.