Online Marketing Today: SearchCap: Google Home, Possum changes & expanded text ads

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

For answering questions, Google Home bests Amazon Echo & Alexa
Nov 3, 2016 by Danny Sullivan
If you’ve always wanted someone around the house to answer all the questions you have during the course of your day, that someone is a something — Google Home.
How Google Home turns voice answers into clickable links
Nov 3, 2016 by Danny Sullivan
It turns out Google’s new hands-free voice-based assistant has a way to let users click to the answers it gets from publishers. That’s via the companion app.
Expanded text ads that kick butt
Nov 3, 2016 by Mona Elesseily
Wondering how to write great ads that convert in the age of expanded text ads? Columnist Mona Elesseily shares her tips and observations.
Introducing Open Garden
Nov 3, 2016 by Digital Marketing Depot
A new movement in marketing is growing — and you’re probably starting to hear about it in the media, at events and in the boardroom. Open Garden is a blueprint for a marketing and advertising ecosystem that’s connected at the data layer. It’s a simple, transformative idea. By building your own Open Garden, you can […]
Study shows Google’s Possum update changed 64% of local SERPs
Nov 3, 2016 by Joy Hawkins
How significantly did the Possum update impact local search results in Google? Columnist Joy Hawkins shares data and insights from a study she did with BrightLocal, which compared local results before and after the update.
Meet a Landy Award winner: For its work with Lane Bryant, Razorfish wins Best Mobile SEM & Best Retail SEM Initiatives
Nov 3, 2016 by Ginny Marvin
Razorfish didn’t miss a beat when shifting to a mobile-first, omnichannel strategy for the retail clothing chain.