It’s 2021 and I think that we can all say “good riddance” to 2020. As 2021 is filled with hope for a better year, we must be diligent in keeping up with changes to ensure that 2021 goes as smoothly as possible – and the marketing industry is no different. There are some significant changes that have already occurred with more on the way. Here’s what you need to know:
2021 Marketing Trends
Stemming from Apple’s June announcement regarding their newly released iOS 14 privacy update (Jan 2021), there are some significant updates that took the advertising world by storm.
- Facebook Advertising
- Google Ads & Google Analytics
- Page Experience Algorithm Update
Facebook has strongly protested Apple’s release of their iOS 14 privacy update, going on record to advocate against it. However, like it or not, it’s here and it has taken Facebook advertising by storm. No joke.
The two main ways that the iOS 14 privacy update is impacting advertising as a whole (not just Facebook) is in retargeting and ad measurement.
Prior to the release, Facebook said it was anticipating a 50% plus degradation to their Audience Network, which is made up of thousands of applications. In fact, in a recent article Facebook stated that Apple updates “may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14.”
So, if you’re advertising on Facebook, Instagram of WhatsApp and are not trying to advertise on their Audience Network, then have no fear, your ads should still be okay. However, one thing to keep in mind would be that with less advertising space out there, there will be more competition for ad space with a higher CPC and lower ROI.
Google Ads & Google Analytics
iOS 14 is also taking it’s toll on Google Ads and Google Analytics.
Just like Facebook Ads, Google Ads will also be impacted. Google Ads can track you across various websites and applications outside of Google and that is what will be impacted most when it comes to Google Ads.
Google Analytics must also make adjustments thanks to iOS 14. When creating new properties in Google analytics, you’ll notice that when setting it up, you have to set up multiple data streams to start collecting data on your site’s users. For instance, you’ll need to select iOS app, Android app or Web and if you’d like to track all three, you’ll need to add each one manually vice altogether at the same time.
Page Experience Algorithm Update
That’s right, Google is releasing a core algorithm update in early 2021. The algorithm update called “Page Experience” is geared towards having businesses ensure that their pages are providing the optimal user experience (UX) for their website visitors. Ensuring that your page speed is optimal, that your site doesn’t have popups and that you’re providing valuable information can help you find success when this core update is released. Google does not normally announce core updates, but perhaps after seeing how horrible 2020 was on the economy they decided to take pity on us and went on to announce this update well over 6 months plus in advance.
2021: The Year of SEO
There are two ways to get your content to the top of Google’s Search results and they are by paid (advertising) and organic (SEO) means. With advertising taking a big hit this year thanks to iOS 14, you better believe that SEO is more important than ever.
There’s never been a better time than now to conduct a site audit of your SEO to ensure that you’re ahead of the competition. Haven’t started an SEO campaign yet? Today is a great day to get started.
Realizing this, our agency took it into our own hands to give business owners (and marketing professionals) a hand up by writing a how-to book on SEO for beginners. The Beginner’s Guide to SEO: How to Optimize Your Website, Rank Higher on Google and Drive More Traffic is a 5-star rated guide available on Amazon now and is book 3 in the series The Beginner’s Guide to Marketing by Pendragon Founder, Jessica Ainsworth. Our company believes in not only providing services, but to educating those looking to learn more about marketing.
“As a pay-per-click manager, i can tell you that the info in this book is absolutely on point and true. Every beginning content site need to understand this information. The author did a good job laying out what needs to be done. I the next revision, i hope she expands on the importance Google place on using their new technology for increased rankings.” – Dathen Fairley; Amazon Review
“This book is broken down into understandable bits for anybody who needs to know how to have an online presence. There is so much in here that I wouldn't have even considered had I not read it. From "what to do" to "what not to do" this book has all the information for any self-employed person who needs to be able to be found online.” – Lisa; Amazon Review
Of course, if you’re looking for help with your SEO needs and don’t have the time to do it yourself, who better to choose for your company’s SEO needs than the agency that wrote the book on it?! As a top-rated SEO agency, Pendragon Consulting can help prepare your company’s website for the Page Experience update – and any other core updates that are heading our way.
Media Contact: Jessica Ainsworth - Pendragon Consulting, LLC
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