Daily Minute Master Series – September 20, 2019

Social Media

Facebook is Expanding its Playable and AR Ad options Ahead of the Holiday Season

Facebook has this week announced the expansion of its interactive ad options, including playable games, and AR tools which let you ‘try on’ make-up. First off, Facebook’s bringing video poll ads to your News Feed, an engaging, interactive way to grab user attention. Video poll ads already grab attention through movement, but users can then also interact with them, and when they do, they’re shown additional information about the brand and/or product. Facebook’s also expanding its AR ad tools, which its been testing with selected make-up brands in the US. Facebook’s now planning to open these ad tools up to more advertisers via its beta program this fall. And finally, Facebook’s also expanding its playable ad format, which enables Facebook users to play a game in order to drive downloads, conversations and other brand objectives. Interactive tools like these can be a great way to maximize campaign performance, and are definitely worth considering, either for current or future campaigns.

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Twitter Provides Option to Hide Replies to Users in the US and Japan

After launching the initial test of its option to hide tweet replies to Canadian users back in June, Twitter has now announced that the experiment is being broadened to users in Japan and the US, a significant expansion of its test pool. The process enables you to hide any reply from your tweet responses, giving you more control over how your conversations are presented. And as per the last frame, users are still able to see any hidden replies, they’ll just have to tap into the options to do so. It’s an interesting experiment, and as noted in the results thus far, it does appear to be having the desired effect, prompting users to reconsider how they respond and engage on the platform. If it works to make Twitter a more civil, welcoming place, or even if it just helps some users feel more comfortable about their interactions, it’s likely worth it, while the capacity to be able to view what’s been hidden should minimize potential misuse.

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Advertising

Store visits now available for Google Ads smart bidding optimization

Advertisers who have store visits measurement in their Google Ads accounts can now incorporate store visits data in their smart bidding strategies. The update allows stores with physical locations to optimize with and for foot traffic in addition to online conversions with smart bidding. Smart bidding strategies use machine learning aimed at predicting when a conversion action is most likely and adjust bids at the time of auction accordingly. Store visits in smart bidding is now available to all advertisers in Search and Shopping campaigns.

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Search Ads 360 rolls out auction-time bidding for Google Search campaigns

Google Search Ads 360, the enterprise-level search management piece of Google Marketing Platform that enables advertisers and agencies to manage campaigns across multiple search engines, has added auction-bidding for bids on Google Search. For Search Ads 360 users, this brings the Smart Bidding capabilities offered in Google Ads to your Google Search campaigns. Smart bidding uses machine learning to make real-time bids based on a number of signals such as device, location and time of day. Auction-time bidding analyzes your account history, conversions registered by Floodlight, Google Marketing Platform’s conversion tracking system, and other signals to predict when a conversion is likely to occur from an ad click. In contrast, a Search Ads 360 bid strategy analyzes campaign performance approximately every 6 hours to set keyword bids and set or recommend bid adjustments.

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