Daily News: Online Consumer Touchpoints, Facebook Ad Set Budgets, Google’s Ad Revenue

Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Google: Online Consumer Touchpoints Range Between 20 – 500 Depending on Purchase (February 5, 2019)
LSA Insider: “Most marketers have come to understand the reality of a nuanced, unique and non-linear path to purchase for consumers. The new path is a result of access to information online that helps consumers make informed purchase decisions and the smartphone has made this information accessible anywhere.”

Visual search seen as more trustworthy than other online content, study finds (February 5, 2019)
Mobile Marketer: “Visuals are increasingly important for engaging consumers, especially as people are spending more time on their smartphones. As the Intent Lab research shows, visual search is closely linked to search engines and social media platforms where consumers are relying more on imagery.”

Prepare to say goodbye to Facebook ad set budgets (February 5, 2019)
MarTech Today: “Facebook announced on Wednesday that, starting in September, new and existing campaigns will be migrated to Facebook’s automated campaign budget allocation system that optimizes the campaign budget across an advertiser’s ad sets. This means Facebook advertisers will no longer be able to define budgets at the ad set level.”

Google: Still ‘early days’ for performance advertising on YouTube (February 5, 2019)
Marketing Land: “Developing the advertising business on YouTube continues to be a huge focus for Google. On its fourth-quarter earnings call Monday, company executives said YouTube is a key driver of revenue growth (behind mobile search). In 2018, the company turned greater attention to building out offerings for performance advertisers with the introduction of TrueView for Action ads.”

Google’s Q4 ad revenue rises 20% as its pricing power erodes (February 5, 2019)
Marketing Dive: “While Google’s ad business is still healthy and continues to drive Alphabet’s revenue, the 20% growth rate was outpaced in Q4 by both Facebook at 30% and Amazon at 95%.”

Survey: Local SEO an ‘artisanal’ discipline dominated by small agencies (February 4, 2019)
Search Engine Land: “A new survey from BrightLocal offers a window into the state of agencies doing local SEO. The survey polled roughly 650 digital agencies, SEO freelancers and in-house marketers from small businesses and enterprises. The results overall describe a market segment that faces challenges but is upbeat — a reflection of the dynamic and constantly changing nature of organic search.”

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