How Algorithmic Learning Period in Facebook & Google Ads works

Do you know what does it mean when Google or Facebook says it’s “Learning,” and how can you avoid it? If you don’t, or you are just guessing, keep reading!

What is the learning period?

Google says: “After you make a change to your bid strategy, it takes time for Google Ads to gather the performance data it needs to optimize your bids.”

Facebook says: “After you create a new ad set or make a significant edit to an existing one, our system starts learning who to show ads to. This learning isn’t a change to the way our system works, but we’re showing the status to let you know when performance is still stabilizing.”

To recapitulate: The algorithmic learning period is the time it takes for the platform’s algorithm to learn from recent, significant changes.

When and where does the learning period occur?

Google Ads: While on Facebook you will incur a learning period across any bid strategy, on Google, you will only provoke a learning period for an automated, smart bidding strategy. These bid strategies include: Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC (eCPC). The learning period will be noticeable in the status column at your campaign level.

Facebook: Since budget and settings are created at the ad set level (aside from the new feature campaign budget optimization), you will see the learning status in the delivery column of your ad set.

How long does the learning period last?

Google: On Google Ads, the learning period typically lasts seven days since the last significant edit to that campaign.

Facebook: The learning period will last until your ad set reaches fifty optimisation events within a seven-day period since the last significant edit.

What is the difference?
Facebook’s algorithm requires a threshold of data to re-learn, while Google requires a set timeframe for the learning process.

What types of changes can trigger the learning period?

On Google Ads:
Implementing a new smart bidding strategy
Change in the settings for the bid strategy
Change to conversion actions: updating an existing action or creating a new one
Large changes in budget or bid
Significant changes to the campaign’s composition
Typically, changes to keywords, ad groups, or ads will not trigger a learning period. However, if you introduce bulk changes to several of these components, you may incur the learning period to your campaign.

On Facebook:
Any change to your audience targeting
Large changes in budget
Significant changes to creative (changing existing or creating new ads)
Any change to your settings (e.g. optimization event, conversion window)
Pausing and then re-enabling your ad set/campaign after 7 days has past

What happens during the learning period?

For both Facebook and Google Ads, you should expect delivery and efficiency to go down throughout the learning period. Yes, this means that you are likely to see the campaign’s daily spend decrease while the CPA (cost per acquisition) increases and conversion rate decreases.

However, you can’t just sit on your hands and avoid optimizing your campaigns in fear of the learning period. Instead, you need to learn how to control the implications and allow your campaign the time to re-learn and improve with the changes you’ve made.

So, why does the learning period happen?
As we know, the ad auction systems on Facebook and Google Ads are dependent upon the platforms’ algorithms, which are built from machine learning technology. Just as Google needs your Quality Score and bid to determine when you show up in the ad auction, Google also needs to understand what delivers the results (conversions) you’re asking it to optimize for. In summary, the algorithm needs the time to work with the signal and understand what is proven to work and drive results.

Google’s DeepMind video offers the perfect analogy for the learning period. In the video you’ll watch machine learning technology play its first game of Atari, with zero training or understanding of how to play. After several failures and just about 240 minutes of training, the technology finds the fastest and most effective way to beat the game.

DeepMind Google video – Atari Breakout game

This is exactly what the algorithm is doing while your campaign is in a learning period. It’s digesting the new information and learning how it can drive the results you’ve optimized it towards. During this time, the algorithm learns from each delivery. And as the impressions build up, the algorithm gathers the significant data it needs to make decisions and understand how it can more effectively deliver to the goals you’ve selected.

Recommendations to Minimize the Learning Period’s Impact In Google Ads

  • Bid Strategy: Consider the best bid strategy for you. As mentioned above, there are only four bid strategies that are associated with this algorithmic learning period. If you are looking to test out smart bidding. Set up an experiment first. This way, you can assess the performance in a controlled environment with less negative impact.
  • Budgeting: Follow the 20% rule: Avoid budget changes larger than 20% of your current budget.
  • Settings: Give Google the right signals. For example: If your goal is to drive conversions, but you don’t have any conversions set up, you can’t expect a smart bidding strategy to drive any conversions. This is because the algorithm doesn’t know what it’s supposed to find.
  • Conversions: Be careful about your changes to conversion actions! If you know you need to make several changes to your conversion actions, you should plan ahead and schedule these changes in bulk. This way, you will only incur one algorithmic learning period rather than several within a similar time frame.

RECOMMENDATIONS TO MINIMIZE THE LEARNING PERIOD’S IMPACT IN FB ADS

  • Selecting your optimization event: Facebook requires 50 “optimization events” to move out of the learning stage. If you are struggling to reach 50 optimization events, – Test a higher funnel optimization event. For example: You have your ad set optimizing towards a form fill, but you can’t reach 50 form events within the 7-day period. Instead, you could test landing page views as the optimization event. This will tell the algorithm to find people in your audience that are likely to click and successfully reach your landing page. While this is not the final result you are looking for, it’s a leading signal and will give the algorithm the sufficient data it needs to find your audience and reach optimal delivery.
  • Review your optimization and ad delivery settings: Strategically think through your selection for optimization and the associated conversion window. For example: If your conversion window is set to 1 day, you are giving the algorithm 7 days to gather 50 optimization events that happen within 1 day of the ad click. If you find this slowing down your learning progress, you should try a 7-day click window.
  • Budgeting: Similar to Google Ads, you should keep in mind the 20% rule when navigating budget changes on Facebook. Avoid budget changes larger than 20% of your current budget. For example: if you budget is at $500, don’t change it to anything over $600 or less than $400. Over time, you can implement these 20% changes incrementally to maintain delivery and reach the budget you are aiming for.
  • Creative: Avoid bulk changes to your assets. For example: If you pause out one ad, or create one new one, most likely, you will not incur a algorithmic earning period.
  • Making changes: Schedule and plan out your significant changes in intervals. For example, if you want to create a new exclusionary audience and apply it to all your ad sets, you should do so in intervals. This can be done by adjusting one ad set at a time, waiting until the learning status is removed, and then moving onto the next. This will help you maintain your overall, account-level delivery.

Conclusion – Algorithmic Learning rulez

Fear the algorithmic learning period no more! Just follow these guidelines:

  • Think before you implement!
  • Give the algorithms the right signals
  • Give the algorithms enough data
  • Be patient! Let the algorithms take the time they needs to learn, because it will pay off in the long run.

Source: www.wordstream.com

How to create a full-funnel advertising strategy using Facebook objectives

How to create a full-funnel advertising strategy using Facebook objectives

In this article we are going to talk about how to leverage Facebook objectives to create a cross-funnel campaign strategy. Here are some starting and main points you should know:

Facebook offers three campaign objective options for advertisers: awareness, consideration, and conversion.
It is crucial that you don’t overlook your objective, optimization settings, bid strategy, or budget selections upon campaign creation.
The Facebook ad auction relies on algorithmic learning around these settings to make decisions. You need to identify the right signals and track significant data to enable this algorithm to efficiently optimize according to your marketing goals.

To build out your funnel advertising strategy on Facebook use next six steps!

Step #1: Understand how your marketing funnel works

Before we get into tactics on Facebook, let’s quickly talk about the marketing funnel.  This funnel is the path that users take during their journey with your marketing activities. There are various ways to define and break down your marketing funnel, but it typically looks something like this:

Marketing funnel
Marketing funnel

It’s important to recognize and understand what your marketing funnel looks like in order to optimize your cross-funnel strategy. To get there, start by asking yourself these questions:

What are the sources and channels of brand discovery for your prospects?
What are the milestones in your prospect’s journey? Here, think about number of touchpoints you are having with your prospects (website visits, form fills, types of actions, etc.).
What offers can you pair to these milestones? To match your prospect’s intent through your marketing funnel, it’s extremely valuable to have different types of offerings. Consider a white paper for new prospects versus a free trial for those further down the funnel.
How long does it take for a prospect to travel from top of funnel to bottom of the funnel?
Where are the leaks in your marketing funnel? Consider areas where you could lose your prospect.

Once you’ve thought through each of these questions, you’ll be in the right mindset to get started.

Step #2: Structure your Facebook Ads account

Now that you’re thinking about how your marketing funnel is structured, it’s time to talk about your Facebook account. The way you structure your account can make or break your ability to effectively manage and optimize your campaigns to your business goals.

Here’s an example of what a Facebook ad account looks like:

Facebook AD account
Facebook Ad account

Think of your Facebook campaigns as the shell for your ad sets. Aside from your objective, the majority of decisions are made at this ad set level on Facebook. This includes your targeting, optimization settings, bid strategy, and budget. And within each ad set, you have your ads, in which you can differentiate your offer, creative, and messaging.

If you’re reading this post, you’re interested in targeting prospects across your funnel through Facebook so you need to know that account structure should match your marketing funnel. In order to accomplish this, build out your campaigns in accordance to each stage in your marketing funnel. Depending on what your marketing funnel looks like and how granular you want to get, the number of campaigns will vary. Here is an example:

Campaign 1: Top of funnel (TOF)

Campaign 2: Middle of funnel (MOF)

Campaign 3: Bottom of funnel (BOF)

With this structure, your first view in ads manager will be a clear representation of how much you are investing and how your relative KPIs are tracking across each stage of the funnel. Next, within your campaign, you should use your ad sets to test your offers and audiences. Here’s an example:

Ad set 1: Offer 1 & Audience 1

Ad set 2: Offer 1 & Audience 2

Ad set 3: Offer 2 & Audience 3

Ad set 4: Offer 3 & Audience 4

Now, within your ad set view, you can compare performance to understand how you should adjust your budget allocation or test new offers and audiences within that funnel stage.

Lastly, within each ad set, you have your ads. This is the perfect place to test out different creative, ad formats, and messaging within your ad set. For example:

Ad #1: Offer > Creative Variation 1 > Copy Variation 1

Ad #2: Offer > Creative Variation 1 > Copy Variation 2

Ad #3: Offer > Creative Variation 2 > Copy Variation 1

Ad #4: Offer > Creative Variation 2 > Copy Variation 2

As evident in my examples above, your naming convention will also be key to transparent reporting and effective account management. By clearly naming your campaigns, ad sets, and ads, you will be able to easily identify the component and make decisions without having to drill into each ad set or ad.

In summary, a well-organized ad account is crucial to successfully getting started with your cross-funnel strategy on Facebook.

Step #3: Set objectives based on the funnel

Now, that your campaigns are mapped out by funnel stage, you should be able match up the proper objective as offered by Facebook:

Facebook objectives

Here is a guide to reference when making your objective decisions based on your marketing funnel:

Objective decisions based on your marketing funnel
Objective decisions based on your marketing funnel

Step #4: Select your targeting types

In order to reach your campaign’s objective, you need to understand what targeting types and audiences are most appropriate for each ad set. Thankfully, Facebook offers a multitude of targeting options for advertisers. These options enable you create audiences that range from broad to specific:

Audience definition
Audiences range from broad to specific!

These audiences can be sourced directly from Facebook’s core audience options (demographics, interests, behaviors) or from your own data (website visitors, custom audiences, lookalike audiences or LAL, etc). As your prospect moves down the funnel, your targeting should become more segmented as you are targeting more qualified users.

To help you decide which audiences to use in each funnel stage, here are a few recommendations:

Which FB audience to use
Which audiences to use in each funnel stage

As you can see in the chart above, there is crossover across funnel stages. It’s important to note that the key here is to narrow down your audience. Take the lookalike recommendations, for example. At the TOF, you should widen up your audience range, allowing the algorithm to target a larger base of potential prospects. Then, when you get to MOF ad sets, you should narrow down your range to ensure that you have a closer group of qualified, potential prospects.

You should also consider employing exclusionary audiences across your ad sets. This way, as the prospect moves through the funnel, they are not continuing to see the ads from their previous stage. This will help you control wasted spend and improve the prospect experience.

Step #5: Leverage engagement audiences

What better way to move prospects through your marketing funnel on Facebook than using engagement audiences? Engagement audiences allow you to reach people who have previously interacted with your page. Facebook currently offers six options for your engagement audience:

Here’s an example of how you can use engagement audiences to boost your funnel strategy from start to finish:

 Engagement audiences Facebook

Step 1: Using an awareness campaign objective and broad audience targeting, reach potential prospects with an engaging video.

Step 2: Using a consideration campaign with a lead generation objective, target the individuals who engaged with the video in step 1 by promoting a piece of content through a lead-gen ad.

Step 3: Build out a conversion campaign to target the users who completed this lead ad and entice them to convert on a product-centric offer, moving them to the bottom of your funnel.

Engagement audiences are the perfect targeting type to leverage your organic reach within your paid campaigns. This provides an opportunity to collaborate with your team and pair your organic and paid efforts. Within our very own campaigns, we’ve found that engagement audiences lead to a lower cost per acquisition.

Step #6: Optimize settings & conversion events

You won’t be able to achieve your marketing goals if you’re not implementing the right settings, which includes your conversion event and optimization for ad delivery settings.

The conversion event is only applicable for your ad sets that fall under a conversion campaign. This is because a conversion objective relies on outside signals (through your pixel) to fuel optimization. Therefore, when it comes to your TOF campaign, you don’t need to set a conversion event as the algorithm is able to deliver based on internal signals.

However, for your MOF and BOF campaigns that are set to conversion, you will be asked to select a conversion event. You should ensure that you select the appropriate conversion event based on your objective and offer. If you are promoting a whitepaper in your MOF campaign, you should select a conversion event that registers a successful download. On the other hand, you are likely promoting a higher value offer in your BOF campaign, which means your conversion event should reflect this goal. For advertisers alike, it’s not always easy to drive a significant volume of BOF leads. Therefore, if you are struggling to reach your goals, you should consider selecting a leading signal for your conversion event so that the algorithm receives sufficient signals during its learning period.

The optimization for ad delivery setting is where you tell the algorithm what you see as success for your ad set. As we’ve talked about through this post, your goals vary across each funnel, so it’s important to make this known within your optimization for ad delivery. Here’s an example of the appropriate settings depending on your funnel stage:

Settings depending on your funnel stage

Results from your funnel-based Facebook strategy

Facebook provides an excellent opportunity for advertisers to capture new prospects and move existing leads through your mfunnelarketing funnel. By following the six steps mapped out in this post, you will have a promotional strategy that delights prospects and maximizes your advertising results.

Once you are running with your cross-funnel strategy, you should continue to iterate by testing new audiences, offers, and creative to optimize and scale your account.

Source: www.wordstream.com

Facebook News tab is coming this fall

Facebook News Tab is coming this fall!

Facebook News Tab is supposed to launch this fall. More details are coming out about Facebook’s planned News tab. FB will pay participating news publishers to display their headlines and article previews.

Here is what we know so far:
Human editors will be responsible for curating a “Top News” tab. The editors will look at articles’ sourcing in deciding what to feature. They’re supposed to “seek to promote the media outlet that first reported a particular story, and additionally prioritise stories broken by local news outlets.”
If the editors really end up following those guidelines, and if Facebook News gets enough participation from local publishers, the offerings in the tab will look pretty different from those in Apple News which is barely featuring stories from local news publishers. Instead, they often featuring national publications’ versions of stories that were first reported by local outlets.

Facebook hasn’t yet confirmed the publishers it’s working with. One person who has seen a version of the tab being tested by Facebook employees said it featured stories from The Wall Street Journal, ABC News, CBS News, National Geographic, BBC, The Huffington Post, and The Hill, though some of those publishers don’t appear to have officially struck agreements with Facebook yet.

Previously was reported that Facebook was offering publishers three-year licensing deals in which it would pay them as much as $3 million a year. But, as CNN’s Dylan Byers noted last week (he also says the money on the table is more like $2 to $2.5 million), the News Tab is an easier sell for some publishers than others: Many of the small and mid-sized publishers he’d talked to had already signed on. If you’re a website like the Dallas Morning News or BuzzFeed, this is effectively free money. Facebook isn’t asking you to spend the money on creating new content — it’s just giving it to you in order to link back to what you already produce. It’s a 100 percent profit margin”. On the other hand, some larger news outlets are balking: Yeah, it’s a lot of money, but “it’s ultimately not that much relative to what your company (or parent company) already makes on its own.”

Good to know online marketing data – how to stay competitive?!

So, the plan was to sleep 8 hours, to work for 8 hours and then go crazy for 8 hours. BUT..you already know it is not like that at all, for most of the people.

Keeping that in mind, did you know that digital marketing statistics tell us U.S. adults (and we suppose the rest of the world is also in no better shape) spend 5.9 hours/day on digital media in 2017. That is up from 5.6 hours the year before. Some 3.3 of those hours were spent on mobile, which is responsible for overall growth in digital media consumption.

So, if you want to be seen at all, you need to establish a strong online presence!

Here are some relevant and interesting online marketing numbers from companies like Pew Research, Gartner, Accenture, Statista, Clutch, and some government websites. The goal is to get a better idea of what to expect from online marketing in the near future.

The most successful people doing digital marketing spend 40% of the total budget for content marketing.

Until 2020, B2B digital commerce revenues will be almost doubled, accounting for around half of all B2B revenues.

55% of marketers say blog content creation is their top inbound marketing priority.

E-mails with personalised subject lines are 50% more likely to be opened.

28.3% of e-Commerce revenue comes from abandoned cart e-mails.

70% of marketers lack an integrated, consistent content strategy (Altimeter)

Data for Q3 2018: Conversion rates by device: 3.94% for desktop >> 3.78% for tablet >> 1.84% for mobile

Digital Marketing Stats

70% of consumers need to find out about merchandise thru content as opposed to traditional advertising and marketing.
(Content Marketing Institute)

This is one of the maximum applicable digital marketing facts whilst deciding whether or not a longtime business have to put money into inbound or outbound marketing. When money is taken into consideration, people don’t trust ads. They trust statistics, studies, research, and what they understand as fact. A lively website wealthy in content material offers off the impression that potential clients and users are dealing with experts.

Sixty-one % (61%) of marketers say improving SEO and growing their natural (organic) presence is their top inbound marketing priority.
(HubSpot)

SEO rules again and again and it will never stop! Statistics show most marketers know that organic SEO helps them achieve better website visibility for potential customers. Target audience is already searching for the type of service we provide. Blog post and relevant content on our website will make us one of the first search results to catch our audience attention. To achieve this top organic position, we have to know how to mirror our customers’ behaviour by including phrases and words our potential clients might use to find appropriate services or products. Inbound marketing statistics collected in HubSpot’s 2018 report says that investing intelligently in SEO brings a massive increase in targeted visitors to our website.

72% of consumers who search for local businesses end up visiting stores within five miles.
(WordStream)

The top lead-generation tactics:
(Ascend2)

  1. social media (47%)
  2. email (46%)
  3. content or video (39%)
  4. SEO (38%)

So, most marketers identify and “catch” potential customers using social media, email marketing, and content. According to this survey, the least popular lead-generation tactic was paid ads (30%)!!!

The top lead-nurturing tactics:
(Ascend2)

  1. email (47%)
  2. content or video (45%)
  3. social media (40%)

Nurturing leads means that you want to encourage users to become “old” (repeat) customers, thereby increasing your sales revenue. Statistics show that email marketing is still a tool of choice for nurturing leads. Ascend2 stats say that content or video was at second place, followed by social media marketing. Taking the last place, equal, are events and demos (29%) and paid search or display ads (29%).

49% of people stated they choose to engage with text ads
(Clutch)

Research indicates that users can know the difference between paid ads and organic traffic. Despite that, they still mostly engage with paid Google ads: 31% of respondents claimed they click on shopping ads and 16% click on video ads. Clutch digital marketing statistics also indicate that 75% of people claim paid search ads make their online searches easier. So, businesses must create ads relevant to people’s search queries!

The best content to offer in emails:
(DMA)

  1. discount (38%)
  2. informative brand content, for example, videos or articles (36%)

It is all already clear what to do here. If we want success with e-mail campaigns this is how to bring a customer to us. Either we will give them a chance to experience our product for XY% OFF or send them evidence-supported content that highlights its quality. Setting up loyalty discounts is also a good idea because 30% of customers are interested in ongoing discounts. Despite these stats, only 15% of marketers currently use loyalty schemes.

90% of all mobile and tablet search traffic comes from Google.
(Business Insider)

So, you are thinking what about Bing or Yahoo,…. Should you get certified and be eligible to run ads on those networks too. Well, you decide.

Google is the KING and rules here! Digital marketing statistics shows that almost all search traffic comes via this engine. Google processes around 3.5 billion searches per day, and at the moment there doesn’t seem to be any competitor that can challenge it.

Until the end of 2019, 94% small business websites will be optimized for mobile.
(Clutch)

Even though 36% of small businesses don’t have a website, those who understand the importance of having an online presence are optimizing their content as quick as they can. Recent marketing facts indicate that small businesses need to enhance user browsing experiences, boost search engine rankings, and increase their overall visibility. Otherwise, their products and services, no matter how useful or engaging, might literally become invisible. In 2018, research by GlobalWebIndex found that people spend more than two hours per day socializing online.

That’s a lot of time when you consider that U.S. adults spend a total of three hours and 35 minutes online on their mobile phones every day. If you want your audiences to see you while they’re waiting for the bus, taking a smoke break, or curled up in bed, this is your shot.

About 11% of online shoppers use mobile phones to shop online on a weekly basis.
(Statista)

The most recent data on global online shopping device use and frequency shows that, while only a small number of shoppers actually spend money on their mobile devices, more than double that number claim that they plan to do it in the future.

89% of social media messages to brands became ignored.
(Sprout Social)

On average, a brand takes 10 hours to respond to a message, according to research by Sprout Social. From users perspective they are willing to wait a maximum four hours. So, we need to have a person, like a community manager who will engage with users and on an everyday basis. Companies spend tons of money on various marketing tools and campaigns but they do not answer to simple questions. As in any industry, we can stand out by providing great customer service.

1 of 10 marketers will decrease their organic marketing on Facebook. Approx. 51% plans to increase their own.
(Social Media Examiner)

Even though Facebook is still the leading social media platform, current digital marketing statistics show a slight decline in popularity. The biggest indicator of this downward trend is the decrease in new investments. For the first time in five years, Facebook lost share as the most important platform for marketers, dropping from 67% in 2018 to 61% in 2019.

Facebook changes of text and aspect ratios on Mobile News Feed

Mobile news feed is changed! Beginning August 19th, 2019, page posts and ads on cellular phones will suit the look and feel of the brand new Facebook design brought in advance this yr.

Changes for mobile News Feed

Old and new Mobile News Feed on Facebook

Fewer lines of primary text will show. From now on only 3 lines of primary text will show on FB mobile News Feed, and then people might be triggered to click on to view extra textual content.

Maximum media height for pictures and videos will reduce to 4:5. The tallest supported aspect ratio for images without links and for videos is now vertical: 4:5. Media taller than 4:5 might be masked.

The modifications to text, photographs and videos are designed to simplify FB formats and enhance the consistency of mobile experience. This could help to expand advert effectiveness and make it less complicated to use the identical assets on FB News Feed & Instagram feed.

Half of Google searches don’t get clicked!

Ever get the sensation that your organic traffic is NOT moving?? Ever get the feeling that your high ranking content doesn’t get the love it merits?

You are not alone!

A document released this week by JumpShot & SparkToro showed that just over 50% of Google searches don’t get clicked.

What? More than half? That is a horrible statistic for any of us doing digital marketing.

Paid, Organic & Zero-Click searches in Google (June 2019.)

First off, like anything regarding Google, the headline statistic tells only one part of the story. It is true that users are rapidly getting their answers without clicking through to an actual website. Also, it is true that clicks for desktop searches have remained basically consistent for the past few years, with updates like featured snippets playing a part in the small changes that have occurred.

We have seen click-through-rates for desktop searches fall from 68% in 2016 to sixty-six % in 2019.

But, we have seen larger movement in mobile search. Via evaluation, the equal metric in mobile has fallen from 44% to 36% over the equal span.

In addition, while the percentage of zero-click searches increased modestly on desktops, the same number in mobile searches increased by six percent during the past 4 years.

Lastly, whilst traffic to PPC ads has been fairly steady on desktop searches, it has risen for mobile customers, growing from 3.34% in 2016 to 11.38% today.

What can we do?

Well, first of all, you should be optimizing your page titles and meta descriptions so that they are valuable and clear to the user. Otherwise, with non-optimized titles and descriptions, you risk users not clicking because they doubt you can answer their question.

Take time to go through your top-ranking pages and look again at your web page titles and descriptions from the user’s point of view. If you were you put in a search query and see that content, ask yourself – would I click it? Does it tell you everything you need to know? Perhaps you have some tweaking to do.

Additionally, concentrate on attaining Position Zero for your top searches.

By ranking in the “Zero spot,” you will be the first thing someone will see in the results page, and with the good optimization, this can dramatically improve your click-throughs — and make you a trusted source of information, even if an actual click doesn’t happen.

Extra alarming, perhaps, than any of this statistics is another search algorithm tendency summarized in the report. Google Search regularly directs site visitors to content held by company subsidiaries. YouTube, Google pics & Google maps represent significant traffic pathways.

Recent congressional hearings have focused on this, specifically!

In different words, what is going to make Google pick out fairness over profitability? Are Google’s products certainly the best answers to users questions? What do you think?

For reference, here is a search engine market share for the second quarter of 2019:

Search engine Market Share Q2 2019

Conclusion

Although it is shocking to look at graphs just like the one above, they represent shifts which have been occurring slowly for years.

This is a reminder that we need to create incredible content material to stand out in a crowded marketplace. Optimizing all elements of your content is essential. If a searcher is getting an answer from a featured snippet or a meta description, it has to support the significance of these aspects of your content material.

We should understand that Google is a private company looking for to maximise profit. As a result, we must stay abreast of its updates and adjustments, and hold in mind how we are able to use this tool to build our brand, attract our clients, and engage our prospects.

What about new Facebook Ads Manager UI?

What about new Facebook Ads Manager UI?

New Ads Manager by Facebook continues to roll out to more advertisers.

We remember February 2019. when we noticed some reports about Facebook updating its Ads Manager interface. In April, Facebook confirmed the update. They said it was the start of rolling out the new version of Ads Manager. So far we do not know how many advertisers now have access to the updated platform, but it seems there was a bigger push last month, with more marketers confirming they can work with it.

And what are the first impressions?

Mostly positive among a lot of people, but some of them said Facebook needs to do more work. There are opinions that the new Facebook Ads Manager feels like Google Ads.

Easier and faster navigation

Updated Ads Manager interface is easier to navigate and has a cleaner look and feel than the earlier version. The new UI is simplified. It looks a lot cleaner, like the sidebar to navigate between campaigns, ad-set and ad-level with the option to pin the sidebar. Creative tools in the sidebar are helpful also to get a clear overall view of your campaign creative. New nested campaign view is great. It enables to easily see the ad sets and ads within a campaign without having to move to a different tab.

All of this improves focus and execution is faster. There are less text and fewer unnecessary buttons.

We also must not forget to mention auto-naming capabilities and improvements to reporting.

The biggest complaint with the update so far is Facebook’s decision to move ad placement options.

Conclusion – more work to do!

It would be great to be able to edit two dynamic ads at once if the assets are the same. You can do it with regular ads, but not dynamic creative. Also, it would be nice to have an update that would allow advertisers to filter by time period and only see those campaigns that delivered during a said time period.

All in all, for a lot of advertisers this is just a face-lift. There is so much more that Facebook could do to eliminate frustration and save time for people using Ads Manager every single day! A more serious update is needed.

Virtual reality – the new reality for marketers or not?

Virtual reality or VR is predicted to completely transform the shopping experience. The Goldman Sachs Group estimates that investments in VR, along with augmented reality or AR, will reach a $1.6 billion by 2025.

While brands are trying to become part of the virtual environment, there is very little known about how to enhance the brand experience for all consumers and where to employ VR technology. Also, marketers may be asking whether this is the right time to invest in VR.

VR applications include automated virtual environments (AVEs) such as head-mounted displays, such as virtual goggles, or CAVES, games, 360 computer simulations, and virtual worlds such as Second Life. For instance, Swarovski, in collaboration with Mastercard, created a virtual atelier, that anyone can access by downloading the app. In addition to learning about the particular collection pieces, consumers can make virtual purchases.

Recent research suggests that marketers’ approaches to each should differ. For example, more immersive applications are better suited for teaching consumers new skills, such as Lowe’s DIY Holoroom, or creating a connection with the brand, such as liaising with virtual shop advisors in Second Life.

Beyond this, both instances also provide marketers with an opportunity to test new product concepts and even co-create new offerings with consumers.

Simulations offer an easy and cost-effective mechanism to introduce consumers to a brand and shape their decision journey, such as the Ruinart champagne visit. Finally, games may act as an experiential and interactive way for marketers to shape subtly consumer preferences – for instance anti-drinking and driving messages embedded in games.

What makes VR effective? Flow is vital for the VR experience, as it is responsible for creating the state where consumers feel immersed and active in the virtual environment. Moreover, consumers feel disconnected from the real environment and sufficiently plugged into the virtual environment that the virtual environment feels like the real world.

In truth, the effectiveness also depends on the application and the individual consumer. For AVEs, application quality – view, pixels – is important to create flow, though because AVEs are highly immersive, consumers who dislike effortful thinking may disengage from the experience. Thus, allowing consumers to opt into various levels of immersion could eliminate the negative effects for these particular consumers.

A similar challenge exists for simulations, because simulations do not entirely plug the consumer into the virtual experience. In this case, realism of the environment contributes most to flow, and consumers with lower knowledge of a product benefit greatly from simulations.

On the other hand, those with high product knowledge may not process the information the same way. Rather, when consumers have high product knowledge, simulations can decrease consumer attitudes and purchase behaviors. To overcome this, initial research suggests that heightened emotional stimuli, such as the inclusion of more tactile imagery, can be helpful.

For both games and virtual worlds, the avatar plays an important role in flow, such that customisation and view of the avatar can encourage flow. Additionally, virtual worlds and some games also allow communication with others, which can positively influence flow. While little research has been done to investigate these two types of VR, it would inevitably represent an important area for marketers. For example, Facebook’s purchase of Oculus as well as WeChat adding VR to its messaging app represent the integration of AVEs and virtual worlds.

Ultimately, this means that social connections and business will be conducted virtually. Thus, the question is not really whether marketers should use VR, but how should they use VR in order to compete with today’s ever-changing and technology-embedded world.

LinkedIn introduced more powerful Campaign Manager!

LinkedIn has updated Campaign Manager with adding new objectives.
The new version comes with an optimised “click-pricing” option which only charges advertisers for clicks that take users to a landing page. Besides that, added new features are: Brand awareness, Website conversions and Job applicants.
So, the new features include Brand Awareness campaigns that charge by impressions, enhanced integration with its website conversion tracking capabilities and ads for LinkedIn Talent Solutions customers to help with recruitment measures.

Brand Awareness campaigns

You can now increase share-of-voice for your product or services through top of funnel campaigns that charge by impressions (e.g. cost per thousand or CPM).

Website Conversions

LinkedIn has built a tighter integration with its conversion tracking tool so you can create campaigns that are optimized for specific actions on your website, like purchases, downloads or event registrations.

Job applicants

LinkedIn opened up Campaign Manager to its LinkedIn Talent Solutions customers who are trying to drive applications on LinkedIn or their own site. Now they can create ads using Campaign Manager.

Optimized Click Pricing

After rebuilding Campaign Manager to include an objective-based workflow process, LinkedIn is now introducing optimized click pricing to align with an advertiser’s objectives.

Advertisers that select “website visits” as their objective will only be charged for clicks that take users to the advertiser’s landing page. Advertisers running social engagement campaigns will be charged for any social engagement with the ad — likes, comments, shares, etc.

These latest updates fall in line with LinkedIn’s goal to create an objective-based ad platform.

“Objective-based Buying generated 300% more sign-ups than standard bidding over an equivalent amount of time,” said LinkedIn ad expert and B2Linked Founder A.J. Wilcox.

Instagram debuts in-app checkout for e-commerce companies

The feature allows customers to make purchases with out leaving the app.

Instagram is rolling out an in-app checkout feature for a restrained wide variety of brands, making it possible for users to purchase products with out leaving the app. The restricted release has been prolonged to 23 manufacturers, including Adidas, Burberry, Dior and Mac cosmetics. Instagram stated it will likely be making the feature available to greater number of brand over the coming months.

Why you need to care

Instagram has been committed for some time now to making its platform greater e-commerce pleasant. With the launch of an in-app checkout function, the app is finalizing the loop on its e-commerce objectives — making it feasible for advertisers to dramatically shorten the path from product discovery to buying.

Instagram check-out example

The new checkout feature presents a “Checkout on Instagram” button every time a consumer clicks on a product tag within a picture. Once the user saves their buying records within Instagram, they may have the ability to shop for products thru the checkout button directly in Instagram and manipulate their orders within the app.

“The new technology gives Adidas’ target market the power to go from thinking to buying in an instant. Our purchaser-obsessed approach to e-commerce focuses on simplified immersive connections with the brand and Instagram Shopping allows us to supply a content-rich experience on a platform where our creators are exploring and curating their lives,” said Adidas SVP of digital mr. Scott Zalaznik.

Instagram reviews the number of users that tap on product tags within the app every month has grown from ninety million in September 2018. to a hundred thirty million now.
Earlier this month, Instagram confirmed it was testing branded content ads, making it possible for advertisers to turn posts created by influencers into ads.