This week: Facebook opens search ads to all advertisers, Snapchat sends dynamic ads into beta, and YouTube helps artists sell their merchandise.
Here’s what happened this week in digital marketing.
Facebook Will Change How It Measures Organic Page Impressions
Facebook is altering the timeframe it uses to filter out repeat page impressions.
The company made the announcement on Facebook Business blog post this past week.
“This is not a change in distribution, but a change in the way we filter out repeat organic impressions that occur within a short amount of time,” Facebook said in the statement.
The update will roll out in the coming weeks.
Facebook Opens Search Ads to All Advertisers
Facebook is (finally) rolling out search ads to all advertisers.
Ads will appear in search results for keywords that carry commercial intent.
As of now, though, search ad placement is available only on mobile platforms.
If you want your ads to appear in Facebook search, select “Automatic Placement” for newsfeed ads or select “Facebook Search Results” placement in Ads Manager.
You’ll have to run a newsfeed ad to take advantage of search placement.
Snapchat Dynamic Ads Enter Beta
Snapchat has opened its beta phase of dynamic ads.
If you’re unfamiliar with dynamic ads, they’re ad units that automatically create and update product advertisements that run on Snapchat.
Currently, the platform offers a variety of templates you can use to launch dynamic ads. Unsurprisingly, they’re all designed for B2C marketing.
The beta program is available to all advertisers globally. However, ads will only reach U.S. users at this time.
Shady Rays Sunglasses used dynamic ads and reported a 66% decrease in cost per purchase and a 268% increase in return on ad spend (ROAS).
Pinterest Reveals Top Holiday Searches for 2019
Pinterest is out with its top holiday searches for the current year!
The company also notes that searches for Christmas inspiration are up 220% worldwide.
Here are some of the top trending holiday decor searches:
- Sunflower Christmas tree
- Boho Christmas decor
- Small Christmas trees
- Zero waste party decorations
Here are the top style searches:
- Long satin dresses
- Black silk skirt
- Animal print dresses
- Dip glitter nails
- Leopard pants men’s outfit
And here are the top recipe searches:
- Broccoli cheese balls
- Bacon wrapped jalapeno cream cheese
- Rotel dip with cream cheese
- Butter pecan cheesecake recipe
YouTube Will Sell Artist Merch Under Videos
Good news if you’re an artist who wants to monetize your online videos: YouTube is partnering with Merchbar to help you sell official merch.
The partnership enables you to promote clothing, vinyl, and other types of products just under your videos.
“This collaboration is another way YouTube is working with artists to become their most valuable platform, providing a single place to share their music, promote upcoming tour dates and showcase their own official merchandise to a global audience,” YouTube said in a statement.
As of now, orders must be completed through Merchbar. In other words, you can’t redirect people to your own website when they click on an item.
Google Ads Enhances “By Conversion Time” Metric
Google Ads is adding new columns to its reports that will enable you to gain actionable insights on conversions.
In the past, Google would always assume that a conversion occurred on the same day the ad was clicked. In reality, that’s not always the case.
And that’s why Google made the change.
“Starting today, you can report conversions and conversion values at the time they happened with new ‘by conversion time’ columns,” Google said in a statement. “This means that if your ad was clicked on last week and that traffic converted this week, the new “Conversions (by conv. time)” column will now show a conversion for this week.”
Here are the six new columns available:
- Conversions by conversion time
- Conversion value by conversion time
- Value/conversion by conversion time
- All conversions by conversion time
- All conversion values by conversion time
- Value/all conversions by conversion time
Google Ads Shows Cart Metrics for Shopping Campaigns
Looking for cart data from your Google Ads Shopping campaigns? If so, then you’re in luck.
Google Ads now reports on conversions with cart info. Just in time for the holidays!
The new columns are available at the product level so you can see which products give you the best conversions, deliver the highest order value, and more.
You can also view the info at the campaign level.
Additionally, you can analyze the data with different dimensions, such as geographic location, average order value, and cart size.
The new metrics are currently in beta.
Google: Manual Action Removals Take Time to Process
Don’t shoot the messenger, but if you’re currently dealing with a manual action on your website, it may take some time for your pages to reappear in search. That’s true even if the manual action has been recently removed.
This past week, someone on Twitter asked John Mueller if manual action removals are processed as immediately as algorithm changes.
Here’s how Mueller replied: “Once a manual action is removed, the site is immediately free of the manual action that was affecting it. However, the effects of that might take a bit of time to be reprocessed.”
Not good news but good to know.
Google: Buying Used Domains Is Like Buying Used Cars
Google’s John Mueller says that buying used domains is like buying used cars.
Why? Because “sometimes it’s easy to get things working well, sometimes it takes a really long time & a lot of work and you still have hard-to-find noises.”
It’s often the case that SEOs buy used domains for the link juice they provide. If you’re into doing that, just make sure you put in some up-front due diligence to ensure the domain doesn’t have a penalty.
Otherwise, you could end up spending a lot of money on a lemon.
Apester’s Story Strip Enables Publishers to Post Stories on Websites
Stories are all the rage on social media, but they haven’t really gained traction on websites.
Apester, an interactive content creation platform, hopes to change all that.
The company is rolling out a new product called Story Strip. It empowers brands to publish Story-like content on the web.
Story Strips appear in carousel format, so it’s easy for visitors to scroll through them.
According to one report, TV Insider saw a 44% growth in interactive content consumption with the use of Story Strips.
There are plenty of action items to take away from this week’s news:
- Think about how you can use Stories on your website to increase dwell time.
- If you’re into buying expired domains, put together a due-diligence checklist before you make the next purchase.
- If you’re using Google Shopping Ads, check out the new cart metrics. Determine how you can best use that data to improve your ROI.
- If you’re running Google Ads, view the “by conversion time” metrics and gather actionable insights from them.
- If you’re an artist with an online video presence, think about how you can bump up your revenue with Merchbar.
- Review Pinterest’s top holiday search terms. If any of them are related to your niche, run some ads to gain exposure.
- If you’re targeting a millennial audience, join the Snapchat dynamic ads beta program. See if the ads resonate with people who use the platform.
- Use Facebook search ads to reach people at the lower end of the sales funnel.