This week: Facebook launches a new ad format, mobile continues to dominate, and Google reconfirms something we’ve all known for a long time.
Here’s what happened this week in digital marketing.
Study: PPC Can’t Identify Winning Organic Titles
Think that winning ad headlines will also work as winning titles for blog posts? Think again.
According to a new study by Wayfair.com, PPC ads don’t always predict which titles will perform well in organic results.
The reason? Because people who click on paid ads aren’t a random sample of people. They’re a biased group consisting of people who differently than “normal” searchers.
As a result, they respond differently to titles than users in the organic search engine results pages.
Pinterest Launches Propel, a Support Program for New Advertisers
Do you have at least $100 per day that you’d like to spend on Pinterest ads? If so, then Propel might be just what you’re looking for.
Propel is a 30-day program, launched by Pinterest, that gives advertisers training and access to resources so that they can maximize their ROI.
As of now, though, the program is only available to U.S. and Canadian participants.
Advertisers who do become a part of the program will receive access to phone support, tips from Pinterest pros, ready-to-go pins that can be used to promote products or services, and access to best-practices in Pinterest advertising.
Affinity Solutions Enables Brands to Target Purchase Histories of Customers From 4,000 Banks
You’re probably going to need to open your wallet for this one, but Affinity Solutions has launched a marketing cloud that gives marketers access to the purchase histories of customers from 4,000 banks.
The service offers real-time data on purchase patterns so that marketers can craft just the right sales pitch.
Brands will see the names of their own customers. However, non-customers will be anonymized.
Report: Mobile Accounts for Nearly 70% of All Digital Media Time
Let’s File This One Under: “Mobile Is Everything.”
A new report by comScore found that mobile “now accounts for 69 percent of digital media time spent.” Of that percentage, mobile apps account for 60% of the usage, with smartphone apps taking more than half (51%) of total time spent.
Desktop has dropped to less than a third of total digital media time.
Another key stat: 7 out of 10 minutes spent on YouTube are on a mobile device.
The research also found that, for the top 1,000 online properties, mobile visitors are about twice the number of desktop visitors.
Report: YouTube Videos Are Losing to Facebook Native Videos
According to a report by Quintly, Facebook native videos receive more engagements than other video formats. That includes YouTube videos.
The study, conducted during the second half of last year, found that engagement on native Facebook videos was 109% higher than on YouTube videos.
Quintly also found that Facebook native videos were used by 90% of the 167,000 Facebook profiles evaluated. By contrast, only 30% used YouTube videos.
In other words, Facebook native videos beat YouTube videos by 3 times.
Overall, the number of YouTube videos shared on Facebook declined by almost 6%.
Google Reconfirms That It Doesn’t Use Facebook Likes in Rankings
Google has once again confirmed what SEOs have known for a long time: that it doesn’t use Facebook likes as a ranking signal.
This past week on Twitter, somebody asked Gary Illyes why his page wasn’t ranking higher even though he had twice as many Facebook likes as his competitor.
Gary’s response: “we don’t use Facebook likes to rank pages.”
@lordofseo cos we don't use Facebook likes to rank pages?
— Gary Illyes ᕕ( ᐛ )ᕗ (@methode) March 28, 2017
Google has held that position for six years.
Facebook Announces Launch of Snapchat-Like Stories
Soon, all Facebook users will be able to create their own Snapchat-like “stories.”
The new feature will include a camera that enables users to swipe right in their news feed to take pictures.
In true Snapchat fashion, users will be able to apply filters to their pictures. Users can also add animated “reactive effects” (such as falling snow) to enhance their stories.
Facebook is also borrowing another page from Snapchat’s playbook. The company is removing photos and videos sent via direct message once the recipient has viewed them.
Twitter Now Plays Pre-Roll Video Video Ads on Periscope
This past week, Twitter announced that pre-roll video ads will be available on Periscope.
Although, pre-roll ads have been available for some time, the company is now expanding them to live streams. The ads will be available on replays as well.
Here’s what Twitter had to say about the new ads: “Ads on Periscope videos are a new way to use live and on-demand video to reach audiences at the most relevant moments. Periscope’s authentic and interactive nature brings people immediately into compelling live experiences and the conversation that surrounds them.”
Twitter also noted that advertisers will have full control over where they run their ads.
Facebook Launches “Collections” Ad Format
Facebook has launched a new type of ad unit called “Collections.”
The new format allows advertisers to combine video, images, and even canvas-like elements into a single Facebook ad.
Advertisers who run Collections ads will have the opportunity to select which products will be included or to allow Facebook to select the products. Facebook will optimize the ad display to make the best appeal to each user.
Users who click on an image in a Collections ad will be taken to a product catalog that’s derived from the advertiser’s product listing. There, the user can browse other items sold by the advertiser.
Unfortunately, though, users can’t buy products from the catalog at this time.