This week: PayPal adds some new toys, Twitter wants to help you run ads, and Facebook is looking to make an unpopular move.
Here’s what happened this week in digital marketing.
PayPal Launches New Marketing Solutions Tools
PayPal has launched a series of new marketing tools that offer actionable insights.
Specifically, the tools track the behavior and preferences of PayPal users.
“This includes things like how many shoppers are mobile shoppers; how many shop for big-ticket versus small-ticket items; how a particular merchant site attracts customers compared to other similar sites,” said PayPal in a statement.
If you want to use the tool, you’ll have to install a bit of PayPal code on your site. That’s similar to the Facebook pixel that you might already be using.
That code will also enable you to use the “Smart Incentives” promotional messaging feature so you can give visitors the option to use PayPal Credit and One Touch checkout.
The tools are available to merchants that use payment processing and other PayPal solutions.
Facebook Tests Removing Organic Page Posts From News Feed
Facebook is testing a new feature that’s not likely to sit well with too many companies.
As you probably know, Facebook’s news feed intentionally hides many page posts unless they’re bought and paid for. That’s obviously designed as an incentive to force brands to pay for Facebook placement.
However, some page posts still sneak into the news feed organically. Unfortunately, that could change soon.
Facebook is currently testing a feature that hides page posts completely from the news feed. Instead, those posts will appear in the Explore Feed.
There’s undoubtedly going to be some outrage directed at Facebook as a result of this news. Time will tell if Facebook decides to permanently hide organic page posts.
Google Won’t Tell You When the Mobile-First Index Rolls Out
If you want to know when the mobile-first index will fully roll out, you’re out of luck. Google won’t say.
This past week at SMX East, Google’s Gary Illyes said that the company won’t announce when the index is implemented.
We aren’t going to tell you when we finish rolling out the mobile first index. Will always be some outliers.
— Dan Leibson (@DanLeibson) October 25, 2017
In fact, he said that it might never be fully rolled out.
Many attendees weren’t expecting to hear that.
GMB Pages Can Now Take Bookings
If you run a service-oriented business that accepts bookings, you can now take bookings directly from customers on your Google My Business page.
Google is rolling out a Booking button that enables your customers to book reservations/appointments/rooms with just a click.
“Booking buttons can help your business stand out from the crowd,” said Google in a statement.
In order to use the button, you have to sign up with an approved service provider.
Twitter Announces Team to Help Companies That Run Ads
Need some help with your ad on Twitter? There’s a team for that.
This past week, Twitter announced a new Brand Strategy team (called #Fuel) that will offer support for advertisers.
“Brands want to move at the speed of culture, and this team is designed to address that need,” said Twitter in a statement. “#Fuel is an agile, rapid-response hub that responds quickly to creative briefs. The team develops content strategy to help set the strategic foundation, builds creative ideas to drive participation with brands, and drives video editing to help assets work harder in the feed.”
The new team will focus primarily on video ads.