Daily Minute Master Series – October 29, 2019
Social Media
Facebook Launches New Option Which Enables Advertisers to List Ad Text Variants
Facebook has added a new option which will enable advertisers to include multiple text variations for their ad copy, which Facebook’s systems will then be able to choose from when displaying the ad to different users. the new option – called ‘Multiple Text Optimization’ – is similar to Google’s ‘Responsive ads’, which give advertisers the ability to include alternative text options, which its systems can then test and optimize the generate the best results. The option essentially expands on Facebook’s Dynamic Ads, which enable Facebook’s systems to showcase your products based on connected inventory listings – as opposed to you having to create individual ads for each. In order for Facebook’s systems to determine what works best, it’ll need the ad budget to be able to run its own tests of the various text elements – which could mean that you need to spend more in order for it to be effective. There’s no word, at this stage, on where exactly Facebook is making the option available.
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Marketing
Facebook Launches ‘Preventive Health’ Tool to Raise Awareness of Personal Health Concerns
Facebook has this week launched a new ‘Preventive Health’ tool, an optional process within its main app which can prompt users to undergo regular health check-ups, based on their age and gender information. To address this, the new Preventive Health tool, which is now available within Facebook’s extended apps, will take account of your personal information and suggest that you undertake check-ups relative to your age. Facebook says that the initial focus of the Preventive Health app will be on heart disease and cancer, along with the flu, with reminders of flu shots to help maximize awareness. Facebook has also gone to expanded effort to underline the fact that any information shared within the tool will not be used for ad targeting, and that user privacy is at the heart of the initiative.
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What does Google Maps ‘incognito mode’ mean for businesses?
Google recently announced Android users will have the option to do incognito searches on Google Maps starting this month with iOS to follow soon. When users activate Incognito mode, they can navigate Google Maps without having their activity saved on their Google accounts – just as Google Search’s incognito mode works. For people wanting to protect their privacy while they use Google Maps for wayfinding, incognito mode should prove to be useful. Once the incognito mode is activated, Google won’t be able to offer personalized recommendations such as restaurants or things to do based on their usage history. Should businesses that have diligently built up their location information on Google Maps be worried that incognito mode will hurt their visibility in Google Maps to search? I’d suggest business owners not see incognito mode is a threat but more of a “cover the bases” response to a post-GDPR heightened interest in privacy that has increasingly defined the technology industry.
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Squarespace gets into social content creation with Unfold acquisition
The web development platform Squarespace has acquired Unfold, an app used to create Story content on Instagram, Facebook and Snapchat. For SMBs and marketers without the design resources of a major brand, having a tool like Unfold to create Stories across Instagram, Facebook and Snapchat can help elevate their social content at a relatively small costs. This is Squarespace’s second acquisition this year. The company bought Acuity Software in April, an online appointment and booking tool for businesses. Squarespace had previously integrated Acuity’s capabilities into its development platform, but the acquisition allowed for a more integrated solution. The company’s recent moves, first with the Acquity Software purchase and now the Unfold acquisition, demonstrate it’s goal to be a comprehensive platform that goes beyond web development tools, now offering a social creation app for marketers.
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