Search engine marketing and social media platforms are constantly evolving to expand users’ campaign insights. This week, we found some exciting new tools for digital marketing experts to optimize their online advertising campaigns — let’s take a look!
Paid Social
Facebook:
- Facebook is testing a new function which gives advertisers a pre-campaign overview of Facebook Audience Network publishers who might carry their ads. The preview does not guarantee ad exposure on all listed publishers. However, advertisers will have more insight into where their ads might display. With a comprehensive preview, advertisers can also block undesirable publishers more efficiently. Gone are the days of blindly dodging unwanted publishers! Thanks to Facebook’s transparency efforts, digital advertisers will soon be able to run campaigns that will be delivered more accurately and efficiently to their targeted audience.
Twitter:
- Marketing automation is an ongoing trend in the world of digital marketing. As a result, chatbots are becoming increasingly popular for their efficiency and cost-effectiveness. For digital marketers who are eager to experiment with the technology, Twitter Bot Builder, developed by Sprout Social, could be a good place to start. The tool provides marketers a crash course in self-build chatbots capable of responding to customer queries on Twitter in real time.
Instagram:
- Struggling to target millennial shoppers? Maybe you’re on the wrong social platform. A recent poll by LeadEDU indicates that 52 percent of millennials believe Instagram has the most influence over their online shopping decisions. The runner up is Facebook at 32 percent, followed by Twitter at 10.5 percent, and finally Snapchat at five percent. Understanding your target audience’s online presence and habits are key to successful digital marketing strategies. When it comes to marketing to millennials, Instagram is the way to go.
SEM
Google:
- Since its creation, Google has been ranking search results based on a website’s desktop content. However, with most users browsing the web on mobile today, Google has decided to transition to a mobile-first ranking system. In the future, Google will display search results based on a website’s mobile content quality and optimization efforts. According to a recent interview with a Google developer, Google plans to launch the mobile-first index system in 2018. This is a wake-up call for companies who haven’t yet optimized their landing pages for mobile. Don’t fall behind!
Bing:
- As a long time Google competitor, Bing has stepped up its search marketing functionality to be on par with Google. Now, digital marketers on Bing ads can target specific device types and set up different bids accordingly, similar to Google Adwords. With similar functionality, but less expensive keywords, Bing is worth consideration when creating your search engine marketing campaign.
We hope these digital marketing updates give you the energy boost you need to end your week strong. See you next week!
