This week: Facebook Attribution emerges from beta, backlink IP addresses don’t affect search rank, and Snapchat is still the most popular social platform among teens.
Here’s what happened this week in digital marketing.
Facebook Attribution Now Available to All Marketers
After more than a year of beta testing, Facebook has rolled out Facebook Attribution.
As the name implies, it’s an attribution solution that enables you to analyze the impact of your advertising campaigns, both on and off of Facebook.
The tool is powered by Facebook Pixel. That means it tracks data for ads that run on Instagram, Audience Network, Messenger, and Facebook itself.
“Using new data-driven attribution model, you can see how your ads on Facebook, Instagram, Audience Network and Messenger are contributing to incremental business results compared to if you were not running ads,” Facebook announced in a blog post.
Facebook Attribution offers the following insights:
- Cross-device conversion visualizations
- Conversions from paid, organic, and direct sources
- Conversion and visit metrics segmented by sources
You can find Facebook Attribution in the Business Manager under the “Measure & Report” section of tools.
Advertisers Can Use LinkedIn Category Data to Target People in Bing Search
A couple of years ago, Microsoft bought LinkedIn. Now you can reap the rewards of that alliance if you run ads on Bing.
Why? Because Microsoft is giving Bing advertisers access to LinkedIn targeting data.
That’s info you can glean from more than 575 million professionals on LinkedIn, enabling you to target people based on their job title, industry, and category of the company they work for.
“We are making this easy for our clients to get started right away through the Bing Ads platform using familiar campaign creation and management tools,” Microsoft said in a blog post. “To start we’re offering bid-only targeting, with exclusions coming soon. It works across text ads, shopping, and basically all Bing search products (available in the U.S. only).”
It’s unclear when the feature will roll out to other countries besides the U.S.
Study: Google Local Services Ads Receive More Than 13% of All SERP Clicks
According to a recent study by BrightLocal, Google Local Services ads account for 13.8% of all clicks in search results.
The study also showed that the presence of LSAs affects the number of clicks on other links in the search engine results pages (SERPs).
About 25% of clicks are on paid ads when LSAs appear in the results. Without LSAs, paid ads account for only 14% of the total number of clicks.
BrightLocal also found that LSAs in a lower position will receive more clicks than LSAs in a higher position if they have a more favorable star rating.
So make sure you’re getting positive reviews on Google My Business.
Google My Business Allows Marketers to Add Products to Listings
Speaking of Google My Business, you might soon use it to add a collection of products to your listings.
It looks like the new feature is in beta now, so don’t be surprised if you don’t see it.
When it does roll out globally, you can add the following product details to a listing:
- Product name
- 1000-character description
In the past, GMB only allowed users to add services to listings.
Google: Backlink IP Addresses Don’t Matter for Search Rank
Does the IP address of a backlink affect the amount of pagerank it passes to your own site? Not according to Google.
This past week, somebody tweeted this question to John Mueller: “[D]oes the IP address location make any difference in rankings for a site? I have a site for a US based company and the IP is in Utah, but some services online show it from Australia. Is it a problem for a US service to have a site ‘in’ Australia?”
Mueller responded in one word: “Nope.”
He elaborated later: “But the server location can be anywhere, especially if you’re using a hosted CMS or a CDN. Link building by IP address seems futile and a bad use of time.”
Report: Snapchat Still Wildly Popular With Young People
In spite of its recent bad press and financial woes, Snapchat still remains the most popular social media platform among young people. That’s according to a new study by Piper Jaffray.
Almost half (46%) of teens identify Snapchat as their favorite social platform. That beats Instagram (32%), Twitter (6%), and Facebook (5%).
However, the research also found that 85% of teens use Instagram at least once per month. That beats Snapchat by a single percentage point.
Facebook has seen a decline in usage among young people over the past couple of years. In the Spring of 2016, 60% of teens used it once a month. Now, only 36% check it as often.
Keep in mind: Facebook owns Instagram. So the company has the young market covered as well.
Facebook Testing Polls in Ads
Here’s more evidence that the trend in digital marketing is towards interactive advertising.
Facebook is running a new test with polls in ads.
For example, let’s say you’re running a clothing company that sells jackets. You run an ad for a fall jacket that includes this question: “What’s your go-look this fall?” The poll gives you two options: “Denim” and “Leather.”
A popup appears above the buttons that reads: “New! Tap to Take Poll.”
That’s a particularly effective marketing strategy for fashion brands because it allows consumers to see what’s “hot” right now among other customers.
Facebook is only testing ad polls with a limited group of advertisers.
Facebook Testing Ad Units With Products From Multiple Brands
Here’s another thing Facebook is testing: a single ad unit that showcases products from multiple brands.
It’s a carousel format. Different images in the carousel highlight products sold by different companies.
“We are conducting a small test that groups product recommendations from different advertisers into a single experience,” Facebook said in a statement. “We will evaluate if it creates value for people and businesses before deciding whether to expand it.”
It’s not clear at this time how participating brands would pay for the ad. Maybe they would pay only for clicks.
The new format seems to be Facebook’s answer to Google Shopping.