Welcome to another edition of Marketing Updates with Motion Ave! This week Facebook and Google dominate headlines with changes and new features in their ad platforms and user engagement. Find out more now!
“Don’t Move,” Says Facebook and Instagram Un-Menacingly
Shopping is so freakin’ hard nowadays. Not only do you have to browse ads right in the middle of your social feeds to find things you want, you have to click away to some other site, where you’ll probably have to click two or even three more times before completing a transaction!
The oppression ends now, thanks to your friends at Facebook and Instagram From Facebook. The dynamic duo is testing Dynamic Ads permitting you to complete such transactions clicking directly on the ad in your feed, and check out using the Checkout on Facebook feature- all without leaving the comfortable, reassuring ecosystem of your favorite social media platform.
To leverage the visitor retention this new feature promotes, Instagram is trying something else new, as well: shopping ads can now be transformed into paid promotions. Previously, only organic posts could be given shopping tags- now, powerful buy-on-demand ads can get the same treatment as your marketing campaigns.
Oh, and of course Facebook would love you to use Libra to pay for all of it. Kthanxbai!
New Google Policy Acknowledges Lying Is Bad
A few months ago, we reported that Facebook was stepping up to “snake oil” ads: promotional content for medical products with no scientific basis (or outright lies) for their performance claims. Besides marketplace fraud, these products have life-threatening consequences, as often, they’re simply supplements with dangerously highly concentrated elements- if they even have active ingredients at all.
Google now prohibits ads for “treatments that have no established biomedical or scientific basis,” as well as those with extremely limited or clearly biased testing data.
Read the back of the bottle here: https://www.searchenginejournal.com/google-ads-introduces-new-policies-for-certain-types-of-medical-ads/325157/#close
Facebook Makes It So Shakira Totally Can’t Ignore You Now
Facebook and Instagram are also giving some love to interactivity between popular figures on the platform and their flock. Public figures can now interact simultaneously during an event, and can tag Stories with Fan Reply Stickers, encouraging their followers to respond with photos that they can then reshare in-story, creating a running dialogue.
On Facebook, celebrities and influencers can add “swipe-up” links that can redirect fans to products the celebrities are promoting or selling, encouraging content creators to integrate their promotional material with meaningful social interaction and other in-ecosystem activities.
Google Expand Several Features To More Campaigns Types
Google continues its efforts to improve ad services by offering wider options to ad campaigns. Outcome-based bidding, previously only available for CPM (cost per thousand impressions) objectives, will now be available for Display and Video 360 campaigns. Likewise, automated bidding is now available for all non-guaranteed deals, allowing advertisers to access Google’s advanced machine learning to improve their ads results. Other tweaks to the way outcome-based bidding works are included as well, with the overall goal of better enabling marketers to purchase exactly the outcomes they want, and not pay for what they don’t.
Learn more here: https://www.socialmediatoday.com/news/google-expands-outcome-based-buying-and-automated-bidding-to-more-campaign/562648/
That’s all for this week! See you next week with more Marketing Updates with Motion Ave. Don’t forget to follow us through our social networks to keep up with all the changes in the world of digital marketing!