Welcome to Tailwind Insights, where we discuss current news and insights surrounding lead generation, performance display, testing, analytics and more.

Originally slated for February 6th, Google has officially launched ‘Automatic Call Extensions’ as of February 21st, 2017. If your site has a “prominently featured phone number” and you have not opted out, Google will automatically add this number to your mobile search ads as a call extension. Evaluate your media objectives and decide how to opt out of automatic call extensions and learn reasons why you would want to. 

3 Resolutions You Should Actually Keep

Each new year we promise ourselves goals that let’s face it we never keep. Life takes over and some of us fall back into our old ways, I know I already have and we are only one month down! According to think with Google, 40% of Americans make New Year’s Resolutions but only 8% of the country actually achieves them! When it comes to sticking to your paid media goals however, this should be non-negotiable. Here are three simple resolutions you can implement into your paid media that will go a long way.

The world has gone through drastic change over the past billion years. Our planet has endured varying climates, from scorching heat to frigid temperatures, making it virtually uninhabitable. However, somehow we’ve managed to survive. Why? Because we’ve learned to adapt.

Adaptation is the key to survival, so what makes online advertising any different? As times change, consumer habits and preferences evolve. For example, with the uprising of the digital world, time spent online is much higher than in the past. New technologies continue to be developed and consumers are utilizing a variety of devices - tablets, smartphones, laptops - to conduct research, watch movies, play video games, shop, etc.

Get the most out of your Google Analytics site tracking. Here are 4 ways to leverage the Multi-Channel Funnels Reports to gain insight into how your paid media channels, Social Media Posts, and Landing pages work together to drive converters to your site.

I’ve been asked, by interns and clients alike, “how do you know what metrics roll up to what, and how do you always know what metrics cause what?”

Well, I can safely say, I’m not giving away any trade secrets and that there is a method to the madness. The easiest way I know of breaking down the essential metrics is by dissecting the all-important action of a ‘click’. Now, you might think, clicks are in no way momentous, they are commonplace and trivial in the world of the internet.

As we reminisce on 2016, it is important to take note of the big changes that took place and kept us on our game as advertisers. These changes included the removal of the right-side ads on Google’s search engine result page, a new ad text ad format on Google, separate device targeting between tablets and mobile, and new local developments like Google Promoted Maps Places and the in-store metric. The new features were introduced by Google, and as usual Bing followed behind adding some of these features later in the year.

 

We are living in a mobile world and now 93% of researching our next purchase is done on mobile devices. Google recently released a study stating that on average we check our mobile phones around 150 times per day. If you are not mobile ready, Google Search could penalize you with a lower quality score. Google has eliminated the ad positions 8, 9 and 10 (right hand ads) to accommodate for the large amount of mobile users.

Last week, we covered AMP and what it means for advertising. Definitely check that out before proceeding, as the basics of AMP are important to understand first. This week, we explore what it could mean for the places you send your advertising to: landing pages and conversion experiences among the many.

We’re a couple weeks post BOLO and still amped (pun intended) about how incredible it was. Among the many great talks was John Strebler at Sitewire who provided some great insight into Accelerated Mobile Pages (AMP). This week, we’ll dig into how AMP impacts advertising. Next week, we’ll discuss how this could impact your paid media landing pages and conversion experience. ...

From TechCrunch to AdWeek, and everywhere in between, Facebook made noise with its June in-store measurement announcements. Overshadowed by Pokemon Go just a few weeks later, we have not forgotten.   While ROI studies and conversion lift tools have provided Facebook advertisers (lagging) insights into correlating offline behavior, Facebook has now made real-time offline sale a ...