Top 10 digital marketing news August-October 2019

ANNA MARTINI

MARKETING MANAGER

20 October, 2019
In the world of digital marketing everything changes very quickly and you have to keep up to date with the latest news in order not to lag behind. We at ROCKETROI always start the day with the latest updates and news, so we thought we'd create a list of all the most important digital marketing news of the last three months.
1. Google Introduces Seasonality Adjustments

Seasonality adjustments are an advanced tool that can be used to inform Smart Bidding of expected changes in conversion rates for future events such as promotions or sales.

Google recommends using seasonality adjustments only if you expect major changes in conversion rates, as Smart Bidding already handles seasonal events. Seasonal adjustments are ideal for short events of 1-7 days. Currently, seasonality settings are only available for search and display campaigns, although it is assumed that by the end of this year it will be enabled for shopping campaigns as well.

(ref. Search Engine Land)

2. Facebook tests new In-App shopping ads for both Facebook and Instagram

Facebook announced that it is testing two new advertising features: an in-app payment experience for the dynamic ads displayed in the Facebook news section, and the ability to convert Instagram’s organic shopping posts into ads through Ads Manager.

(ref. Marketing4ecommerce)

3. Instagram confirms the growing volume of ads in Stories

Instead of showing the usual ad between stories, Instagram is testing how users will respond to two ads from different brands. What can this change mean for your business? If Instagram gives way to more ads in Stories, advertisers who are already familiar with this ad format and have experience executing successful campaigns will be in a privileged position to take full advantage of the largest ad inventory.

(ref. Marketing Land)

4. Google Research: 55% of consumers use videos to make purchasing decisions

For more and more buyers, video is becoming indispensable when they are ready to buy. In fact, more than 55% of shoppers worldwide say they use online video while shopping in the store. Google lists three ways in which online video influences shoppers: 1) video as a shopping list, 2) video to build trust and inform, 3) video reviews that influence the buying decision.

(ref. Search Engine Journal)

5. Facebook launches automated lead generation in Messenger

Facebook announced the global launch of lead generation in Messenger, which allows companies to establish an automated question experience. The click-to-Messenger ads, created on the message target, open a Messenger conversation between a person and a company and initiate a set of questions that can be answered through pre-filled text or in free format. Companies can then integrate with their CRM provider and continue the conversation with qualified prospects via Pages Inbox, Pages Manager App or a third party live chat provider.

(ref. Facebook)

6. Facebook could follow Instagram by eliminating the number of likes

Facebook is following Instagram and has started to hide the number of likes in the posts. This change is designed to put more emphasis on the content being published, rather than on how many likes a post has received. At the moment, they are conducting a test to gather information and understand if this change will improve people’s experiences.

(ref. Search Engine Journal)

7. The auction-time bidding of Google Ads comes to Search Ads 360

Google Ads real-time automated bidding anticipates when a conversion is likely to occur through account history analysis, Floodlight conversions, and exclusive signal combinations. This unique approach improves Search Ads 360 bidding results by helping you reach more customers when they are ready for conversion.

(ref. Google)

8. Google announces Video Reach campaigns, a simpler and more effective way for brands to achieve their brand recognition goals with YouTube.

Instead of managing separate campaigns for 6-second bumper ads, skippable in-stream ads and non skippable in-stream ads, you can now upload multiple video creativities in a single campaign. From there, Google’s automatic learning will automatically serve the most efficient combination of these formats to help advertisers reach their audience in a scalable manner.

(ref. Google)

9. Google Ads presents two new ways to reach target users in Google search

In the coming weeks, Google will launch two new ways to reach your ideal client in Google Search: affinity audiences and seasonal event segments for in-market audiences. Segmentation by affinity audiences will help advertisers to sensitize and encourage consideration among those who have already shown great interest in a given topic. On the other hand, in-market audiences are a great way to reach consumers who are actively researching or comparing products and services. With the holiday season in sight, the new seasonal event segments for in-market audiences on Search and YouTube are ideal for reaching people with timely offers.

(ref. Google)

10. Google Ads Offer More Options for Automated Bidding Strategies

Google Ads is expanding its automated bidding solutions by offering advertisers three more options to choose from. The three new options include: 1) A new way to pay for campaigns, based on results (not just impressions); 2) Expansion of support for unsecured transactions; 3) The ability to manage automated bidding at the insertion order level.

(ref. Search Engine Journal)

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