THIS WEEK IN MARKETING – August 12th, 2019
All analysis and insights are included in the video below.
This page is to round up the links for further reading.
Facebook to remove thousands of “dated” interest targeting from Ads Manager
Reps claim a large majority of advertisers won’t notice the change, but this is a trend I would expect to continue (based on the Cambridge Analytica scandal).
To me, this means more importance on building and nurturing your own audiences.
Make sure you’re grabbing (prospecting) cold traffic and turning them into video views, emails or visits to your website. Once you have that, you essentially own that audience for 6 to 12 months and can advertise to them at will.
Snapchat rolls out “instant create” for ads, create ads in 3 quick steps
Coming off the back of a big quarter, Snap continues their aggressive growth plan with more improvements to their ad platform. When Snapchat ads first rolled out, the company was much hotter and was only offering large media buys. This move helps the platform reach scale by allowing even the most basic advertisers to dip their toe in the water.
Google Maps launches new features to make the platform a personal hub for travel
You’ll soon be able to view their flight and hotel reservations directly from the Google Maps mobile app.
You will also be able to navigate places using AR through the app.
They’re also rolling out an update for foodies, users sort the places they’ve visited by criteria such as date and location, compile a list of those places and share that list with other users.
Pinterest revenue jumps 62%, MAU to 300 million, adds ecommerce “personalized shopping hub”
The company’s revenue skyrockets to $261m in and monthly active users up 30% in Q2.
This is largely attributed to the improvements they’ve made to their ad platform and hyper focusing on catering ecommerce advertisers.
This includes their most recent launch, an ecommerce shopping hub.
This feature displays at the top of a Pinterest user feed with product recommendations pulled from retailers’ organic Product Pins and Catalog feeds.
Pinterest, like Snapchat, continues to improve their ad platform and provide much needed alternatives to Facebook and Instagram campaigns.
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AI and algorithms are [really] taking over advertising
This isn’t quite headline news, but this piece on MarketingLand combined with a few conversations I had this week made this hyper relevant for me.
I’m not going down the path of machines taking our jobs (that conversation is for another post), but rather to keep you abreast on how this type of technology is impacting your marketing right now.
Google has leveraged algorithms and AI for decades now, as time goes on they continue to refine themselves without human help. Google’s tech aims to understand the meaning behind complex searches at the query level (i.e. searching for “white socks” vs “cleaning white socks” triggers different algorithms, intent, result types, etc).
The main takeaway here is SEO has gotten more complex to understand what your website needs to be doing based on your website, not general SEO tips published on industry blogs. In addition, “gaming” the algorithm is no longer an option. SEO requires dedicated resources to make sure your website stays on top of the organic SERPs.
We’re in the middle of Facebook’s huge push towards automation and AI within their ad platform. Their recent launch of the “Power 5” really drives home how they’re reducing the amount of manual effort that goes into optimizing your ad campaigns.
A quote from Facebook:
The days of manually hacking your way to ad success are no more. Top direct-response advertisers are now leveraging a specific set of automated ad tactics to unlock new phases for growth … We call these tactics the “Power 5”.
If you’ve spent the last 10 years learning the nuances of the platform, this is a little scary. Facebook’s aim is to make ads so simple to use, anyone can do it (ideally from their voices, voice devices, etc).
Automation makes it a level playing field – so can do you stand out?
Creative and content.
These have always been the true variable of advertising success, they’ve just been masked by the barriers to entry for most advertisers (tech, costs, difficulty of use, etc).
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