Daily Minute Master Series – June 27, 2019

Social Media

Facebook Adds ‘Top Fans’ Targeting Option for Organic Page Posts

Facebook is rolling out a new option which enables Pages to publish updates targeted to their top Page fans specifically. The option enables Pages to create posts exclusively for Top Fans, in order to ‘thank them or share exclusive content’. Some users have had the option available to them for the last few months, so it may already be active on your Page. y working to reach your most passionate advocates, you could help to keep them more active on your Page, and expand your reach through increased activity and interaction. The requirements are somewhat restrictive – but helpfully, Facebook has also, seemingly, lowered the barrier for entry for Top Fans of late, which could make more members of your community feel more connected and linked to your Page.

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LinkedIn Adds New Custom CTA Buttons for Pages, Helping to Direct Visitor Actions

LinkedIn has been working hard to add in new features and tools to help businesses make best use of its platform, including the recent additions of associated Page hashtags, ad transparency tools, improved video metrics and more.  LinkedIn is adding some new options to help businesses, in the form of custom call to action buttons for company pages, which will help brands drive more desired action from visitors. Those five new CTA options are: Contact us, Learn more, Register, Sign up and Visit website. This will provide another way for businesses to drive direct traffic and response from their company page visitors, while LinkedIn will also provide analytics data for your custom CTA button in the dashboard on the left-hand side of your Page Admin home, or at the top of your “Visitor Analytics” tab.

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Marketing

Google adding features for advertisers to promote deals, drive in-store purchases

Google is announcing new updates for retailers and emphasizing that consumers are “on the lookout for deals year-round.”  If you know you’ve got a sale or promotion coming and anticipate a jump in conversion rates, you can now use seasonality adjustments to signal Google’s Smart Bidding system to prepare for the increase and adjust more quickly. Google has added more in-market segments in categories such as beauty, sports, education and real estate, including 30 new retail categories. In-market audiences for search are grouped based on purchase intent signaled by users’ search and browsing behavior. Local campaigns, launched last year, are one of Google’s automated campaign formats and expressly aimed at driving traffic to physical locations. Google is also rolling out asset reporting for Local campaigns so you can see how your creative elements — ad headlines, descriptions and images — are performing. Google is bringing promotions to local inventory ads (LIAs), the Shopping ads that feature products available in stores located near the searcher. Promotions can be used to highlight special offers and promotions. Creating solutions for physical retailers is an area Google is focusing on that also happens to provide a counterpoint to the e-commerce giant. Local campaigns, in particular, are aimed at brick-and-mortar merchants that don’t have the resources to dedicate staff or an agency to campaign management.

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Google Search Console adds mobile-first indexing features

Google announced Wednesday that it made a “few tweaks” to Google Search Console to help webmasters and SEOs understand how Google is indexing their sites. Specifically, you’ll be able to see if and when Google switched a site to mobile-first indexing or not. Under settings for a property, Google can now show you which Googlebot is indexing the site. In addition, if it is Googlebot smartphone, Google will give you the exact date it switched from desktop to smartphone crawling. This data helps SEOs, developers, publishers and webmaster clearly understand when a site was moved from desktop to mobile-first indexing. It helps us figure out any indexing or crawling issues and see if any rankings changed after the switch-over now that we can look at the exact date Google made the switch. Previously, the notifications didn’t specify the exact date a site was moved to mobile-first indexing.

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