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Industry Focus for Friday, September 9, 2022

Every week, the iFocus Marketing team discusses the latest news from the industry and determines how best to apply our new knowledge to benefit our clients.

This week, we thought about Google Ads, target audiences, search engine optimization, and how retail companies can continue driving profits in a depressed economy. You, too, can learn more by reading through our favorite articles.

“What Happens When High-Income Households Opt Out of Ads?,” by Kelsey SuttonMarketing Brew

Businesses offering “aspirational purchases” targeted at people in higher income tiers are finding an obstacle: their demographic is opting out of ads by paying extra for ad-free video and audio streaming services, like Hulu and Spotify. Marketers will have to get creative to overcome this adversity, or devote more of their ads budget toward media that doesn’t provide such an easy opt-out choice.


-Submitted by Nicole Grazier, Associate Digital Copywriter

“Google Helpful Content Update Movement? Yes, But Not Widespread,” by Barry Schwartz inSearch Engine Roundtable

So far Google’s Helpful Content update has had minimal effects on search engine optimization for most websites, but that doesn’t mean everyone is in the clear. If AI or a computer produced your website content, this update will definitely affect your search rank. Other types of websites feeling the effects include song lyrics sites and database-driven websites with little written content. Remember, the roll-out is still in progress, so stay tuned for more details on the latest happenings.


-Submitted by Zach Kinser, Director of SEO

“How to Do a Competitive Analysis for Local SEO,” by Harmony Huskinson inSearch Engine Land

Conducting a competitive analysis of local SEO can put your business ahead in rankings. It takes a fair amount of search engine optimization knowledge to conduct a local SEO competitive analysis for yourself, but this article outlines steps in the process. And if you need help, just ask our Kansas City ad agency; we offer competitive analyses as part of our no-obligation marketing strategy discovery call.


-Submitted by Kandi Gerdes, Account Operations Manager

“Google Ads Enables Custom Conversion Values for Store Visits,” by Matt G. Southern inSearch Engine Journal

Before Google’s latest update, marketers using READ MORE

-Submitted by Jaron Thompson, Senior Operations Manager, and Meagan Sanchez, Account Operations Coordinator

“Not Raising Prices Is the Hot New Inflation Marketing Tactic,” by Maria Monteros inModern Retail

Faced with tough decisions thanks to inflation, retailers often choose to raise prices. But what if they didn’t? Rather than offering discounts for overstock and affecting margins as prices rise, major retailers are opting to simply not raise prices in lieu of rolling out special promotions. Why does it work? If everyone is offering major discounts, then the deepest one is going to win the most buyers. That ultimately affects profitability.


-Submitted by Michaelah Larson, Account Operations Coordinator

Leave Your Digital Marketing Strategy to the Data Nerds

Fight inflation with the best digital marketing tactics for small budgets – and big ones, too. The iFocus Marketing team provides you with data analysis to show exactly how your campaigns are performing, plus continually optimize them to help ensure you’re getting great results.

Want to see how? Request a free discovery call on our website, and we’ll provide a complimentary analysis of your existing efforts, plus our recommendations for your business. We can’t wait to hear from you.

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