News in digital / October
October was another busy month for digital marketing news. Catch up with our quick news round-up of all the essential stories.
AdWords double daily budget
This big news for advertisers this month came from Google, as they revealed that from 4th October, AdWords campaigns are able to spend up to twice the daily budget. Considering AdWords could only exceed your daily budget by 25% previously, this is a significant change and has had an impact on the way you should be managing your PPC budgets.
This service is called ‘Over-Delivery’, meaning that AdWords will look to “even out” the peaks-and-troughs in your daily spend across the course of the month so to hit your overall monthly budget.
Find out more in our article here.
Facebook Adds Messages Objective to its Ads
This was also the month that Facebook introduced the new Messages objective for their advertising platform. Businesses will be able to use the new objective to generate leads by answering questions and engaging with customers through the messenger app.
“Over 2 billion messages are sent between people and businesses on Messenger each month.”
Working alongside Facebook’s existing messenger ads, the messenger objective will allow advertisers to better monitor the effectiveness of their campaigns and connect with customers on a more personal level, taking advantage of the power of one-to-one messaging.
Discover our Facebook advertising services.
Pinterest search ads now open for business!
It’s the news advertisers have been waiting for! Pinterest, one of the biggest platforms in the world for content discovery and shopping, has now opened up its search advertising platform to everyone.
That means that businesses of all sizes can now advertise on Pinterest, reaching a broad demographic of 200 million users without needing a huge budget. The social media giant reports that many advertisers see lower cost-per-clicks than traditional search advertising, with a huge 97% of searches unbranded.
Discover our Pinterest advertising services.
Bing Intent Ads – Display is back
Bing announced big changes by bringing back display marketing within their paid search offering. With the promise of increased volume and conversions, competitive ROI and strong ad relevance, Bing’s latest offering comes with great opportunities for advertisers who are already using Bing’s PPC search platform.
Bing Intent Ads are even free for the first 30 days, making them even more enticing for advertisers. Clicks won’t be charged until November 25th, meaning savvy marketers can apply up to +900% bid adjustments on Native Ads in campaign settings to maximise the return on this change. Just don’t forget to review your bid adjustments when this feature expires.
Read more on our announcement blog.
Twitter introduces the Video Website Card
If you were in any doubt about the rise of video advertising, the latest announcement from Twitter should confirm it once and for all. Advertisers on the platform can now take advantage of Video Website Cards, which allow you to share a video with your audience and drive traffic back to your site in one smooth ad.
When in a user’s feed, it just looks like your average promoted tweet with a video, but with the video comes a link back to your chosen url, allowing interested users to find out more.
Advertisers can use these cards for a variety of campaign objectives, paying for the actions that they’re most interested in. The new ad format is ideal for attracting qualified customers and holding their attention for longer, extending their brand engagement beyond the end of the video.
Discover our Twitter advertising services.
If you’ve ever tried to justify the costs of one digital advertising medium over another, you’ll know the difficulties that attribution can bring.
For example, historically, Google Analytics has used the last-click attribution model, which credits every conversion to the last medium a site visitor used to access the website, meaning touchpoints higher up in the conversion funnel don’t get credited for the work they’ve done.
Google Attribution is a new, free product which is designed to make attribution easier for digital advertisers. It’s not yet open to everyone, but when it is, advertisers will be able to use data-driven attribution and cross-device tracking to get a more comprehensive view of their marketing performance.
“We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions.”
If you want to be notified when Google Attribution is available for you, sign up here.
New AdWords Interface in Open Beta
Regular users of AdWords might already have seen the new interface added to their account, but on 11th October Google announced that the new look is now available on all accounts.
The aim behind it is to help you manage your AdWords account quicker and easier, making it easier to find everything you need. It also includes some of their newer features, like call bid adjustments, so you can optimise your ads to reach your own unique business goals.
Like any interface change, the new look is dividing opinion, even in the Clicky office. If you’ve used it, let us know what you think! There’s a guided tour and how to videos available from Google to help you familiarise yourself, or alternatively, you can leave it to us!
Location Extensions for YouTube Ads
YouTube have created a new feature which allows it’s paid customers to unlock offline results using their first ever ad extensions. Advertisers will now be able to bring more physical shoppers through the door using location specific ads which can target users in the vicinity of their store.
Some big US brands have already tried out this form of advertising with great results so this is definitely a medium to watch out for in the future if you are looking to drive local footfall to your business.
Discover YouTube advertising.
Facebook tests web-based VR within News Feed posts
Facebook is well known for innovating to bring new experiences to users news feeds, however, this month they took this one step further by bringing 3D virtual reality experiences into their news feed.
The social network is currently testing a new way for developers to create 3D VR experiences which users can interact with. The aim is for users to be presented with a 360 video experience within their news feed which can then be opened in full-screen, allowing people to pan around and click on certain objects to get more in depth information. After acquiring Oculus in 2014, Facebook have been looking for ways to bring their platform into the VR realm and we predict this is just the start of Facebook’s VR possibilities.
Preview: New VR tour of the Museum!In collaboration with Oculus, we’re excited to announce a new Virtual Reality tour of the British Museum! Today we’re sharing this video and an interactive demo to give you a preview. The full VR experience will launch in a few months, starting with galleries of ancient sculpture and Egyptian mummies – putting the Museum at your fingertips from anywhere in the world!
Read more: vr.britishmuseum.org
Posted by British Museum on Tuesday, 18 April 2017
Facebook introduces CVs
This month, Facebook announced that it is testing a new CV feature, capturing the job searching market and putting them in direct competition with Linkedin. Although Facebook already lets people share their work in the ‘Work and Experience’ section on your profile, this new feature will let users add more detailed information on their previous and existing job roles.
This information will not show up on your public profile however, meaning that Facebook will likely be limiting this information to recruiters who are actively looking for candidates. This update could have a significant impact on Facebook and leave room for it to expand into the social recruiting realm, with the option of an employee search option without all those embarrassing photos which usually come with Facebook.
This movement fits in line with Facebook’s innovative approach in diversifying the platform and making it less and less singular following the addition of their Snapchat-style geofilters and VR advancements.