tl;dr Marketing #32: 2017 Internet Trends Report, Links in Instagram Direct and more

Hi 👋,In this issue, we look at the 2017 Internet Trends report, Chrome planning to block not ads that
tl;dr Marketing #32: 2017 Internet Trends Report, Links in Instagram Direct and more
Hi 👋,
In this issue, we look at the 2017 Internet Trends report, Chrome planning to block not ads that are not compliant with the Better Ads Standards, Links in Instagram Direct and more…
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SEO
Dynamic breadcrumbs on a site are not seen as spam by Google according to Gary Illyes. So depending on user’s click behaviour you can dynamically update the breadcrumbs on your site. 
Bing will display a usual sized featured snippet, but instead of requiring a clickthrough to the actual publisher’s site for more details or information, Bing is offering a new “see full answer” expandable featured snippet, which shows even more of the content from the website the featured snippet is taken from.
Kleiner Perkins venture partner Mary Meeker’s annual Internet Trends report is out. 
Here are some key takeaways:
  • It’s not really a “shift to mobile” as much as “the addition of mobile”, since desktop usage hasn’t declined much while mobile usage has skyrocketed to over three hours per day per person in the US
  • Smartphone sales and Internet penetration growth are both slowing
  • Google and Facebook control 85% of online ad growth
  • eSports are exploding, with viewing time up 40% year over year, and an equal number of millennials strongly preferring eSports vs traditional sports
  • Email spam with malicious attachments is exploding as cloud usage increases, so be careful what you click
  • Internet ad spend will surpass TV spend within six months
 Here is the TechCrunch coverage.

After blocking Google users from reading free articles in February, the Wall Street Journal’s subscription business soared, with a fourfold increase in the rate of visitors converting into paying customers. But there was a trade-off: Traffic from Google plummeted 44 percent.
Bing adds visual search so users can search for specific items shown within a larger image. You can switch between product and normal image search. 
DMOZ was shut down a few months back, so Google has stopped using the data from DMOZ listings for showing the meta description in SERPs.
Bing is now adding “People also search for” drop down box features in their search results. And their implementation is identical to the one Google added to their own search results.
PPC
Google is testing a new type of sponsored alert in their hotel knowledge panels, this time as an alert that there is a great deal at that particular hotel during particular dates, alerting searchers that the hotel they are looking at may have better deals if they chose alternative dates.
Starting on June 26, 2017 Google will be enforcing new Google Shopping feed specification requirements that will improve the quality of information related to tax, shipping, and availability.
  1. Minimum Order Value
  2. Shipping-related attributes: shipping & shipping_weight
  3. Handling time: min_handling time, max_handling_time
🚨 Chrome will stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.
The Ad Experience Report (you can find it in the O̶t̶h̶e̶r̶ ̶R̶e̶s̶o̶u̶r̶c̶e̶s̶ Web Tools section in Search Console) is designed to identify ad experiences that violate the Better Ads Standards, a set of ad experiences the industry has identified as being highly annoying to users, and egregious ad experiences, which are ad experiences that are misleading or abusive.
Right now your site is probably not reviewed but once it has been reviewed, and the status is “Warning" or “Failing,” the Ad Experience Report lists the ad experiences found on your site that are likely to annoy or mislead your visitors. 

Google introduces Maximize Conversions: a new Smart Bidding (a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction) strategy that automatically sets the right bid for each auction to help get you the most conversions within your daily budget.
Social Media
FB is rolling out Instagram as a new placement for click to Messenger ads to complement their existing Facebook click to Messenger ads. Instagram click to Messenger ads let you reach the people you care about on Instagram and engage with them on Messenger.
Instagram is giving businesses the ability to purchase ads in Instagram Stories across additional objectives—Video Views, Traffic (formerly known as Website Clicks), Conversions and Mobile App Install.
The social media behemoth is quietly testing a feature that would let anyone running a group to create their own online classes, which would include units and discussions.
Instagram has introduced two new features in Direct: landscape and portrait orientations plus links. Now, whenever you send a permanent photo or video to your friends in Direct from your camera roll, you don’t have to worry about cropping it. 
They have also added support for links in Direct. You can now share website links with friends. (a.k.a start spamming people with links)
Tips
No one likes to sit and fill forms, make your customer’s life a little bit easier by auto filling some of the form fields entries by using data enrichment services like Clearbit. Check out this signup form from svbtle.com, enter your email and it will try and populate the other fields for you(except the password field…  duh). 
As you can imagine, it is only good as the data Clearbit has collected for your email. eg: I recently changed by Twitter handle from @Saijo_George >> @SaijoGeorge but the form has not picked up on that… yet.
psst: 
I hope you enjoyed the issue. As you can imagine it take a lot of time for me to create these weekly issues and I don’t get a lot of time to promote the newsletter.
I am hoping you all can help me with that by sharing tl;dr Marketing with your mates in the digital marketing industry or in any Facebook or Slack groups you are a part of. 🤜🤛
Thanks,
Saijo George
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Saijo George, PO Box 347, Mernda, Victoria - 3754, Australia.