Daily Minute Master Series – October 21, 2019

Social Media

Snapchat Launches ‘Dynamic Ads’ Which Will Create Ads Based on Uploaded Product Catalogs

Snap ads in vertical view format. Advertisers will be able to choose from various templates, which will guide Snap’s systems in building the relevant ads. You then select an audience for prospecting or re-engagement, and then enable Snap’s system to deliver your ads in real-time. There is a question as to how effective that can be, especially as more brands take up the option, and more of the displayed ads start to look the same. But it does have potential – and for businesses that have been struggling to find a way to tap into Snapchat, and reach its young audience, this could be an ideal solution, or an introduction that can help to measure your advertising potential on the platform.    

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Facebook opens search ads to all advertisers

Facebook is rolling out search ad placement more broadly to all advertisers. The ads will appear in results for search terms that have commercial intent, such as searches for commercial products connected to the e-commerce, retail or auto vertical. Currently, search ad placement is available on mobile only. To have ads appear in search results, advertisers can either select “Automatic Placement” for their News Feed ads, or choose the “Facebook Search Results” placement in Ads Manager when creating a News Feed ad campaign. (Search ad placement is not a standalone option — advertisers must be running a News Feed ad to have the ad also show up in search results.) Facebook’s search ad placement is a boon for any advertiser running a product sales or conversion-focused campaign. By opening up this ad placement to more advertisers, Facebook is giving marketers direct access to users who are actively searching for their product or service on the platform.

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Marketing

European News Lose Google Snippets Per French Law

Google recently announced that in response to a new French law they are removing snippets and images from news sites from displaying in French search results. Showing images and text snippets will be opt-in. This change affects European journalistic sites that are included in Google News. All sites not currently displayed in Google News are exempt (at this time) and will continue to display text and image snippets. According to Google, this change affects more than just French news sites, it affects all European news sites.

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Advertising

Affinity audiences coming to Google Search campaigns

Google announced Wednesday that it will be rolling out the two new audience targeting options for advertisers over the coming weeks.  These interest audiences have been available for Google Display Network and Video campaigns for years. The audiences are built around interests determined by browsing behavior. Advertisers can drill into broad interest areas like Banking & Finance and Food & Dining to select audiences. Audiences are built based on buyer intent signals such as recent search queries and browsing activity. Now, ahead of the holiday shopping season, Google is adding in-market seasonal segments such as Black Friday and Christmas to Search and YouTube. These options can be used to help expand your prospecting campaigns to reach people based on their search and browsing signals rather than just specific query intent signals that you’re already targeting with keywords. Affinity audiences tend to be used for higher-funnel awareness campaigns while in-market are aimed at helping you reach people deemed to be lower in the funnel and preparing to make a purchase.

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