Obility Digital Trends – November 2017

11.06.17 // Emily Paxton

Q4 started off with a bang this October with many updates from AdWords. In this month’s Digital Trends we will cover the latest from Google, as well as the latest from LinkedIn. This is perfect timing to help with and get started on your 2018 campaign planning!


Google Adwords



Google Daily Budget Update and Overdelivery

Summary: On October 4th, Google announced that campaigns will now be able to spend up to twice the average daily budget “to help you reach your advertising goals, like clicks and conversion.”

Action: Obility keeps a close eye on daily and weekly spend via pacing spreadsheets and detailed budget allocations. Obility will be monitoring budgets more closely to ensure that no campaigns overspend too quickly, looking at lead volume and quality before making major campaign changes. As an agency, we would love to opt out of this change, but unfortunately, that is not an option at this time.

AdWords adds ‘Days to Conversion’ segmentation for sales cycle insights

Summary: Advertisers can now see how long it takes users to convert after clicking on an ad.

Action: This is great data to help shape campaign specifics, such as how long to run remarketing ads or when to offer up a new offer or great promotion. As data is collected, Obility will be making optimizations to campaigns to improve performance.

Get visitors to your landing page faster with parallel tracking

Summary: To avoid delays caused by URL tracking, Google will be rolling out parallel tracking in early 2018. This will allow users to go directly to your landing page after clicking your ad, while the browser processes URL tracking requests in the background.

Action: Obility is excited about this update which will allow users to get to your website faster. We are monitoring this update and will make suggestions when the product is live and fully tested in 2018.





Google searches now correspond to user location instead of domain

Summary: Google data shows that 1 in 5 searches is location-related. To make search results more relevant, Google will now default the country of service to the country where the user is performing the search.

Action: No action is needed at this time, but this is important to keep in mind if you complete your own rank checking in foreign countries or if you run foreign ad campaigns. Settings can be manually changed to show results as if you were in a foreign country.




LinkedIn Website Demographics: How to Create Audiences to Track

Summary: Do you know which job titles, functions, and seniority levels are visiting your B2B website? You can with LinkedIn Website Demographics. This update rolled out this summer, but if you have not yet installed the LinkedIn Insight Tag JavaScript on your website, you should! You can even discover visitors’ company name, which is particularly useful for account-based marketing.

Action: If you’re not sure how to find the LinkedIn Insight Tag within LinkedIn, ask your Obility team and get started on collecting this valuable data today!

LinkedIn Lead Gen Forms: Creation Best Practices

Summary: Obility’s own Social Media Specialist, Kendra Macek, provides guidance on how to get the most out of your LinkedIn Lead Gen Forms. Lead Gen Forms automatically pull in profile information from LinkedIn and do not require users to go off platform to a landing page to submit their information.

Action: We’ve seen strong initial performance using LinkedIn’s New Lead Gen Forms and recommend testing these out. Talk to your Obility team about how you can implement.

About Emily Paxton

Emily Paxton is a Senior Customer Success Manager at Obility, serving as the primary point of contact for Obility's enterprise clients. Emily's background includes in-house, SaaS start-up, and agency experience with a focus on holistic digital strategy. In her free time, you can find Emily tending her garden, thrifting and vintage hunting, and checking out Portland's art and crafts scene. View all Emily Paxton’s posts >