Stay informed in 60 words !!
Audience Targeting at Campaign Level.Know about this big time saver feature in Google AdWords. Today we bring you -the new feature rolling out for Google AdWords – Along with other marketing news about every platform from your favorite sites and blogs.
Read the full articles for shorts that interest you.
1. AdWords : Campaign level audience targeting now possible!
What’s new ? : Starting from Thursday , all advertisers on Google AdWords now have access to Audience Targeting at the campaign level.
What’s changing ? : Previously , Audience Targeting is done by adding audience lists that are generated through remarketing lists for search ads (RLSA) and Customer Match for each Ad group. The bid adjustment also has to be done at the same level. Now , this new feature will be a big time saver considering that one can now adjust the bids and measure them easily at a campaign level.
What’s in it for me ? : Now you can –
- use campaign-level search audiences to save time and make better optimizations instead of changing them for each ad group
- apply your bid adjustments in bulk, which can result in smarter spending and increased ROAS from the search campaigns
Takeaway : Google AdWords is becoming more flexible than ever by making it easier for the advertisers to engage better with the customers.
2. Facebook : Yet another measurement problem
What did I miss ? : In case you missed it early in September , Facebook admitted having overestimated the average view time on its Video ads for almost two years. But as Facebook’s minimum threshold time for a view is three seconds , the overall numbers reported to brands didn’t get affected much.
What’s new ? : Facebook in its recent blog post on Friday said that
- they have identified a discrepancy between the counts for the Like and Share Buttons metrics and what the mobile search query counts.
- misallocation of extra reactions – it has been reporting one reaction per unique user on Live videos on its Page Insights page.
The advertising platform is going to notify the partners as soon as they resolve this issue.
What’s the effect ? : Though these recent errors (being the third time) are nowhere near as impactful for advertisers , they are certainly a growing concern for the advertising community over Facebook’s measurement issues and ad effectiveness.
Takeaway : Being one of the largest digital advertising giants , Facebook has to do better in gaining the trust of the advertisers rather than giving them a reason to move to third party audits in the admeasurements.
3. Google SERP UI : Re-ordering of Results
What’s new ? : Google has altered its SERP UI reordering the results that will highlight entries from Google News listings and Twitter.
What’s the new order ? : The new SERP UI will be displayed in the following order –
- A slot for paid ads (which may or may not be occupied)
- Organic with site links, often with search box included
- A “top stories” box. Clicking on “more for (search term)” yields additional news stories
- Twitter feed. The three newest posts are displayed; a small rightward-facing arrow, if clicked, yields additional Twitter posts
- Map entries organized in proximity to user’s known geolocation
- Additional organic entries
- Searches related to (term used)
Anything else ? : There will also be a right-rail sidebar area that embeds the information sourced from the Knowledge Vault, plus links to official social profile areas on Facebook, LinkedIn, and Twitter. Along with a “People also search for” slot and sometimes reviews resourced by Google.
What do I do ? :
- Now that Twitter feed is more visible than ever on Google SERP , the marketer must always ensure that his/her Twitter feed is up to date.
- Add value to your PR and stay ahead in SERP rankings with fresh content and new stories published in established media outlets.
- Increase the periodicity of publishing data so that you don’t appear to be less than fully proactive.
Takeaway : This new SERP layout will increasingly condition searchers to expect fresh, updated information to flow from brand marketers . Marketers must impress them by displaying their ability to keep current and ahead with brand-new content.
4. Twitter – Silent death of Lead Generation Campaigns
What’s this about ? : In a recent and significant move , Twitter has announced the removal of lead generation campaigns and cards as an advertising option.
Why ? : While Lead Gen ads are not clearly delivering the results , Twitter has enabled many brands to expand its email list via tweets. In an attempt to re-align its products and offerings , Twitter has pulled this move.
What now ? : As announced the Deprecation will happen in two phases – it’ll no longer be possible to create lead generation ads as of February, and no longer possible to view them from March.
Takeaway : Twitter’s new move will make businesses move to Facebook , LinkedIn where the running lead generation campaigns are more restrictive in purposes but popular enough.
5. Facebook copies Snapchat once again – Profile Frames and New Video tab
What’s this about ? : Facebook is unveiling a new tool that will allow anyone, including Facebook Page owners, to create custom profile frames for users’ photos. While this is similar to SnapChat’s geofilters – this new Facebook feature is called -“Profile Frames“.
What’s new ? :
The new profile frames will be available for free in two categories:
- Location – Fames which represent places like cities, neighborhoods, and landmarks
- General – Frames for causes, events, teams “or just for fun”
What about the Video Tab ? : Facebook had moved on to a wider rollout of a dedicated Facebook video section with the icons along the top of the screen, which link to video content created by publishers you follow, looking very much like Snapchat’s old stories screen layout. This video tab is still coming and is being rolled out to more users in the US right now.
Takeaway : Facebook clearly feels that Snapchat has successfully tapped into the user experience that people are after, and they’re looking to replicate it wherever they can. These are the latest of Facebook’s efforts to win back users from Snap.
6. Emoji at Google on Twitter and #KnowNearby
What’s new ? : Google can now understand the language of Emoji – at least on Twitter for now. When you tweet an emoji at the official @Google account – it will return a link to a set of relevant local search results appended by #KnowNearby hashtag at the end of each response. And If you tweet an emoji to Google that it doesn’t understand, it will respond suggesting you should try another search.Emoji it understands range from food, to products, to events, and more.
So what ? : Though it’s actually faster to open the browser and/or Google app on your phone and enter in the search manually , this way of search is appealing when you are in the Twitter app and looking for some cool alternatives.
Takeaway : This new feature of searching with Emoji seems to be a part of Google’s efforts to promote local search results. Also this emoji language is a new addition to the 200 languages Google understands.
That’s all for today. Happy Marketing 🙂!!!