Industry Roundup: August 2021

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Google Changes Titles for Search Results 

Google has confirmed it changed how it creates titles for search result listings. Now, instead of using the searcher’s query to generate titles for search results, Google is using a new system that considers the main visual title or headline shown on a page. The update was designed to produce more readable and accessible page titles. Read Barry Schwartz’s coverage for Search Engine Land for more. 

Digital Out-Of-Home Market Expected to Grow 

With large format digital out-of-home (DOOH) screens popping up across major cities worldwide (including in the airports), the global DOOH advertising market is expected to reach $35 billion by 2027. Learn more about the key benefits of programmatic buys in the channel, as well as how major brands like Mercedes-Benz are seeing success with DOOH, in The Trade Desk’s article. 

Avoiding Local SEO’s Biggest Mistakes 

As the leading driver of organic traffic for local businesses, Local SEO is a critical component of a brand’s digital presence. But, as Jason Hennessey points out in his piece for Search Engine Journal, optimizing for local search can be challenging. These challenges multiply for franchise and multi-location businesses. Learn more about the 15 mistakes to avoid when optimizing your website and listings. 

Looking for a deeper dive into local digital marketing trends and opportunities? Check out our webinar. 

Google’s FLoC Updates  

https://searchengineland.com/is-google-adjusting-the-floc-strategy-fridays-daily-brief-351218 

With previous methods of Google’s Federated Learning of Cohorts (FLoC) not passing GDPR compliance and the rollout delayed until 2023, there is some indication that Google is adjusting how the ad-targeting system will work – potentially moving away from cohorts to assigning topic categories to websites and people. Read more about changes to Google’s FLoC in Wednesday’s brief from Search Engine Land. 

Instagram Sponsored Product Listings 

Instagram is rolling out Sponsored Product Listings to all merchants. Brands with product listings on Instagram will now be able to promote their products with ads in the Shop tab. The ads will appear as tiles with a ‘Sponsored’ disclaimer on the Shop home page. As Andrew Hutchinson notes in his piece for Social Media Today, 80% of Instagram users follow at least one brand on the platform. These ads can connect brands with consumers when they’re already shopping online. Read Hutchinson’s piece for more insights. 

Instagram Shop ads example. Product listing showing 'Sponsored' label.

Location3 Grows the Team with Multiple Franchise Marketing Experts 

We are pleased to welcome Vera Shafiq (formerly of College HUNKS Hauling Junk & Moving), Ted Asbury (Formerly of Arby’s, The Honey Baked Ham Company, & Lynx Franchising) and Drue Townsend (formerly of FASTSIGNS International and Brice Foods) to our burgeoning team of franchise marketing experts. “Between their firsthand knowledge of our industry and target market, and the continued investments we’re making in our LOCALACT tech stack, we feel confident about our trajectory for sustained growth in the months and years ahead,” said Location3’s Managing Director, Crystal Ware. Learn more about our growing team. 

Aligning Zors, Zees and Agencies 

As the premier digital partner of franchise brands, we understand the importance of developing relationships across the brand system – at the franchisor and franchisee level. Our goal is to provide cohesive and comprehensive marketing strategy for franchise brands and execute campaigns at the brand and local level. Hear more from Ted Asbury, Location3’s Executive VP of Franchise Strategy, in his guest spot on Social Geek Radio. Listen to the podcast here. 

Preparing for a Privacy Focused World 

Your brand’s business growth now depends heavily on digital advertising. But with recent updates regarding consumer privacy and tracking, you may be feeling some trepidation toward online advertising platforms and achieving measurable results with digital ads moving forward. As the digital agency for franchise brands, Location3 is here to help you navigate the new privacy-focused world. Learn more about our strategy in the latest white paper by Vera Shafiq, Senior Director of Digital Strategy.