Lots of news coming out of the long weekend, some good stats on social media and smartphones. Also Google’s doing some interesting things with Instant previews.
Today, we have numbers from Outbrain. This is the company that makes the “You Also Might Like” widget that suggests related content at the bottom of a blog post. They examined traffic from 100 million sessions across more than 100 premium publishers in order to find out how people are discovering content and what happens when they get there.
As we’ve seen from other surveys, the majority of traffic comes from search engines (41%) and content sites (31%). They say social media sends 11% of the traffic, which is better than the 1% ForeSee suggested, but it’s still not fabulous.
The bigger bad news is that once those social media butterflies land at your site, they don’t stay long.
* Google has launched Instant Previews on AdWords ads.
You may recall when Google launched Instant Previews for search results. These let the user click the little magnifying glass to get a visual preview of what the site will look like before they click on the result itself. The whole thing really made it clear that having an attractive design could only benefit you in the Google user interface.
Now the same thing applies to your ads’ landing pages.
“Now, we’re bringing the same benefit to ads with Instant Previews for Ads,” writes Google’s Dan Friedman on the Inside AdWords blog. “Starting today [last night, actually], the Instant Previews icon will appear next to ads on Google.com allowing users to preview the ad’s landing page. With Instant Previews, your customers are able to quickly preview a page to see if its content matches what they’re searching for.”
* From the Google Mobile Ads Blog:
71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.
* At its heart, Twitter is a business networking tool … which is what many companies and individuals don’t understand. They view the platform as just another way to broadcast company press releases. By trying to force-fit old “broadcast” media thinking into this new platform they are sub-optimizing Twitter at best and hurting their brand at worst.
Think of yourself in another networking situation … say an industry conference or a chamber of commerce meeting. Would you stand there and read press releases? No, of course not. You would seek out great people to connect with, discuss subjects that are interesting to you and them, and look for ways to work together. Twitter can work exactly the same way.