This week: Pinterest is on the rise, Snapchat is on the decline, and the Yoast plugin has a great new feature.
Here’s what happened this week in digital marketing.
Facebook Launches New Cost Cap Bidding Strategy
You now have a third bidding option for Facebook ads. It’s called the cost cap bidding strategy.
In a nutshell, cost cap bidding maximizes results while limiting costs. It allows you to set an upper boundary for CPA or CPI.
“We’ve heard from business that in order to achieve certain campaign goals, it would be helpful to have a bid option that both controls cost and drives volume,” Facebook said in a blog post.
The other two bidding options include:
- Bid cap – focuses on conversion volume
- Target cost – focuses on cost predictability
Facebook will roll out cost cap bidding throughout the year.
Pinterest Rolls out Conversion Optimization for Promoted Pins
This past week, Pinterest announced that it’s offering conversion optimization for Promoted Pins.
In the past, you could only optimize Promoted Pins for clicks.
“Advertisers who care solely about performance have been able to achieve their business goals using manual inputs,” Pinterest said in a statement. “But the new conversions objective allows them to hit their goals quickly and easily without additional effort.”
Pinterest is also introducing “conversion goals” for Promoted Videos.
Conversion goals are clickable elements that take Pinterest users to a landing page that contains the advertiser’s website. There’s also a closeup of the video on the page.
Yoast Releases WordPress Plugin Update With Enhanced Schema.org Support
If you’re using WordPress, then chances are pretty good that you’re using the Yoast plugin for SEO. In that case, you’ll be happy to learn that Yoast has just updated its plugin so that it offers complete support for Schema.org markup.
The new update does the following:
- Simplifies Schema.org implementation
- Cleans up Schema.org markup
Although many plugins currently support Schema.org, they often create markup that’s confusing to search bots. That’s because it’s not clear how the elements relate to one another.
Many plugins also fail to identify the main entity on the page.
The new Yoast update addresses those issues.
“In our implementation, which we’re releasing today, all of the pieces ‘stitch together’: we form them into a nested structure,” Yoast said in a statement. “Without this nesting, a search engine doesn’t know how all these pieces relate to each other, and what the most important piece on a page is.”
Google Search Console Still Affected by Indexing Bug
Remember that indexing bug from last week? Apparently, there are still some ripple effects.
You might notice, for example, that your enhancement and index coverage reports haven’t updated. That’s part of the fallout.
Additionally, you could see “stale” data from the URL inspection tool. That’s also a result of the indexing issue.
Google will provide an update once the issues are fully resolved.
In the meantime, if you want to make sure that your pages are indexed, Google recommends that you use the “site:” feature.
Just type “site:mysite.com” in the URL bar and add in any keywords after that. Be sure to substitute the name of your domain for “mysite.com”.
If you find that some of your pages are missing, it’s likely due to an issue with your site.
Customers Love and Hate Social Media Ads at the Same Time
According to a new survey from Blue Fountain Media, 75% of those polled said that their social media feeds are overrun with advertisements. But 70% of them click on those ads and make a purchase anyway!
When asked about which social media channels include ads they’re most likely to click on, here’s what customers said:
- Facebook (38%)
- Instagram (37%)
- YouTube (14%)
- Twitter (5%)
- Pinterest (4%)
- LinkedIn (2%)
About 70% of those surveyed said they’re more likely to click on ads in the main feed as opposed to Stories ads.
More than a third (36%) said that discounts are the biggest motivation to click an ad and make a purchase.
New Survey Shows How Much SEOs Are Charging for Services
A new survey by Credo shows just how much SEO agencies and consultants are charging for their services this year.
In the U.S., 71% of agencies charge between $101-$200 per hour. That’s quite a bit higher than the worldwide average.
The average SEO consultant hourly rate is $148.
About half of respondents said they’d do a single project for less than $2,000.
Roughly 20% of agencies said they won’t take projects for less than $5,000.
About a quarter of agencies around the world said they charge a minimum retainer of $1,000. Only 6% said they charge no retainer at all.
The AMP Project made the announcement this past week in a tweet alongside a video that shows some amp-script code.
It’s great news because it means you can improve the user experience.
AMP pages, as they stand now, look a little bit like 1990s versions of web pages. They tend to be dry and boring.
Hopefully, amp-script can help change that.
Pinterest Is Now Up to 265 Million Users
Pinterest has reached a new milestone: 265 million active users. That’s up from the 250 million users the company reported last September.
Also, in case you missed the news: Pinterest is going public. You can soon buy and sell shares of the social media company with your favorite stock trading platform.
Pinterest said that its active user numbers place it ahead of Snapchat but behind Twitter, Instagram, and Facebook.
In the past year, Pinterest added 51 million monthly active users. Much of that increase was due to international growth.
The company also said that 90% of weekly Pinners use the platform to make purchasing decisions. More than three-quarters (78%) of users say that brand info in Pins is helpful.
Report: Snapchat Usage Will Continue to Decline
Snapchat keeps on taking hits.
According to eMarketer, Snapchat will continue to lose U.S. users in 2019.
However, usage is expected to stabilize in 2020.
Still, “stabilize” is not the same thing as “grow.”
The prediction by eMarketer also fits the trend line. Snapchat reported 191 million daily active users (DAUs) in the first quarter of last year. By the fourth quarter, it was down to 186 million DAUs.