This Week in Search: a $32B industry, the effect of Google Possum and New Ad formats for Instagram & Pinterest

The world of search marketing moves fast! To keep you up-to-date with the latest news, product releases, and industry updates, we’ve collected the most interesting articles from the past week. Consider this your cheat sheet to current events.

October 29 – November 4

Study shows Google’s Possum update changed 64% of local SERPs

Search Engine Land’s Joy Hawkins spent some time analyzing Google’s recent Possum update which came out on September 1. Turns out this latest algorithm change has a massive impact on a company’s Local Finder rankings. 64% saw some kind of change (either positive or negative) in their ranking. More testing is needed before we can say for sure what it is that’s making the rankings change.

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Instagram tests shopping outside of ads with 20 US retailers

This is exciting news for anyone in the retail business. Instagram is already a popular way to drive brand awareness, but up until now, it’s been tough to prove a real ROI. That may be changing as Instagram begins testing with a way to allow it;s users to see a product in a post and buy it on that brand’s website.


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Digital Advertising grew to a $32 Billion industry in the first half of 2016

The Interactive Advertising Bureau just published a report which found that revenue from digital advertising (mostly search and mobile) reached $32.7 billion in Q1 2016. That’s a 19% increase from the $27.5 billion of last year. The growth in mobile advertising is largely responsible, accounting for 47% of internet revenue – an 89% jump from the same time last year! It comes as no surprise, of course, that retailers were the biggest spenders – generating 21% of total spending.

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Pinterest announces new advertising options, including one-tap pins

Pinterest announced three new ad products for retailers to consider, adding to the growing list of brand and marketing features on the platform. There’s a lot going on at Pinterest and they’re iterating quickly – buyable pins, advanced image search, remarketing and custom audience tools have all rolled out in the last 12 months. It might not have as much coverage as other major players, but Pinterest is certainly one to watch in the B2C marketplace!

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Online retailers are putting more stock in Google Shopping

BI Intelligence reports this week that online retailers are spending more on Google Shopping ads – a clear sign that they deliver better conversion rates. During Q1 2016, retail revenue from Google Shopping grew 52%. The increase in ad spend on Google Shopping reinforces the value that retailers place on the search engine when it comes to product research.

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Jennifer is Head of Content Marketing at crealytics