Facebook has started a new thing which pretty much changes the way online advertising will be done.
Online interest-based advertising means deciding which ads you might like to see based on your activity on websites and apps off of Facebook. -Facebook
What you do on other websites and apps which use Facebook’s service and technology will be used to track and according to your activities ads will be displayed.
Marketers can now select languages, “ethnic affinity and various life events such as people who have recently moved to a particular place or got a new job.
Advertisers who want to target the newly engaged can narrow that down to engagements within one year or within three months. There are even options to target baby boomers, video game console players, early or late adopters of technology, fans of specific sports teams or people who go on cruises.
This is called interest-based advertising, and Facebook says “many companies already do this.”
A user can opt out of this program. But this won’t mean that you won’t get any ads. The ads won’t just be relevant to you.
Here’s a short video explaining hidden Facebook interest list.
Facebook is one of the most popular advertising platform available us today. And why not! After all, from companies to individuals, everyone can reach a great number of people just by sitting at one place.
So it is really important for everyone, especially digital marketers and growth hackers to stay up to date with what is going on with Facebook!
Here are the top 4 latest updates by Facebook:
The 20% image text rule is gone
I am sure many have felt the irritation caused by the ‘stupid’ 20% image text rule. Like me, many marketers must have used the Grid Image Checker Tool. We had to ensure that only 5 squares out of 25 squares (5X5 grid) contained text.
According to Afsheen Ali, Product Marketing Manager at Facebook:
Our research has shown that people demonstrate a preference for ads with less text. Previously, if 20% of an ad image’s area was text, it was not approved to run on Facebook, Instagram or the Audience Network. We are shifting to a new solution to improve this experience which allows advertisers more flexibility while still allowing us to maintain an enjoyable experience for people. –Afsheen Ali, Product Marketing Manager at Facebook
Now Facebook is trying to eliminate this constraint. The new rule considers the amount of text as OK, Low, Medium or High.
The great part of this is that it does not completely prohibit the ad with more text. It just reduces the reach.
Facebook has introduced the option to upload 360° Photos and share them with your friends. It is really exciting to see the entire surrounding as experienced by someone!
“We’re improving photos on Facebook so that people can share more immersive views of their world. For the first time, you can now easily share 360 photos on Facebook. This medium enables new opportunities for creativity, and we’re excited to see what kinds of 360° photos get shared on Facebook. –Andy Huang, a product manager at Facebook
The audience network will move beyond Facebook
Up till now, marketers had the maximum available reach as the number of Facebook users worldwide (1.65 billion approx.).
Now Facebook is planning to expand its reach by allowing third-party apps to display advertisements and these ads will be visible to anyone who has ever visited Facebook.
This will allow marketers to reach more people. According to the Wall Street Journal, Facebook will use a mix of cookie tracking, its own buttons and plugins and other data to track and identify non-users on third-party websites.
Facebook added maps to its Local Awareness Ads
Store Visits is a new metric added to Facebook’s Ads Reporting tool. Yes. You read it right. Now marketers can track how many store visits did a particular ad drove.
There are mainly 2 main features that help you to track the above parameter:
Map card- You can enter a map pin for your business location, distance to business, hours of operation and a direction link.
Call to action button- Such as Get Directions, Call Now, Learn More, etc.
The store locator shows a map of all of the locations that a business has nearby. People can click on the map in the advert to view information about nearby locations. Without leaving the advert or app, they can view the address, opening times, phone number, website and estimated travel time for each store. Facebook
Here’s a short video explaining the Facebook maps.
I have decided to write a new post every month for major social media networks. Please give your opinions in the comment section below.
The Google release notes for April 11, 2016 bought a nice little surprise. Google has introduced a new feature named User Explorer Reporting. It is quite an awesome feature that shows very specific visitor interactions across the website.
What Is User Explorer?
According to Google’s latest release notes, User Explorer Reporting is a new set of reports in Google Analytics lets you perform analysis of anonymized individual interactions with your websites and apps.
User Explorer utilizes existing anonymous Google Analytics data to deliver incremental insights that marketers need to improve and optimize their sites and apps.
The feature is now available in the Audience sections. Anonymous Client ID and User ID will be surfaced in this report as a part of the release.
Too much technical? Alright lets simplify things like we always do!
User Explorer Reporting Guide
You can find this report by navigating to Audience menu > User Explorer in your Google Analytics view.
Landing Page Overview
After you click, you will see the following screen.
As you can see, you now have access to information based on individual users (client ids). Client Id is a unique ID that Analytics assigns to each device from which users engage your content. Of course you won’t be able to know who the actual user is, but you get a better idea as to what a particular user stats are.
You will also notice a box (like a chess) below the date range option on top left. This is an important feature that lets you control the sample size of the number of sessions used to calculate this report.
In Analytics, sampling can occur in your reports, during your data collection, or in both places. Sampling your traffic allows for accurate reporting without a decrease in processing speed.
All the other options like sessions, bounce rate are self explanatory. Lets dive deeper into the user reporting part.
Introduction to User Report
The ‘user explorer’ report is made up of several individual ‘user reports’. Each client Id will give you an individual report. The report provides details about an individual user like attributes Acquisition date and Acquisition channel.
After selecting the 1st client id you will see the following screen.
Lets go through every thing in this page and understand what it means:
It shows the date range for which you want to see the the report.
It depicts the client id which you selected.
This shows that the user was first acquired on 15th April, 2016.
The user came directly to the website. (This can be social and organic)
The device used to access the website was a Desktop (or Laptop).
If you want to go back to the main user explorer page select this.
This user has generated 106 sessions in total so far and has spent 31 hours 39 minutes and 40 seconds on the website. The user has not generated any revenue.
You can combine two dates to form a segment to view common results.
You can opt for how many filters you want to apply. It is better depicted in the image on right.
You can select descending if you want to see report from finish to beginning or ascending if not.
This shows the last time the user was active on your website and how many sessions took place. In this case the user last came on 20th May, 2016 and had 3 sessions.
Did you find any analysis that I have missed? Please write in the comments below.
How to use the ‘User Explorer’ report
Now once you know what a user report contains, the most important question still remains: What do I do with this? How to use the report?
With the report you can:
Generate thousands of reports for each user.
See which particular user is more active.
See how many people are making a purchase completing a goal.
Get a better understanding about the conversion path
Sort the report by sessions, session duration, bounce rate, revenue, transactions and goal conversions
Get report on Pageviews, Goals, E commerce and Events.
Hopefully you have a better understanding about this very useful feature. Please implement it yourself and if you face any challenge or have any questions, feel free to write to me.
Here is a short video by Measureschool explaining User Explorer. Enjoy!
The marketing world is new, exciting and continuously changing, or to use a better word, evolving. If you look at any job site today you’ll come across job titles that did not even exist few years back. Digital marketing professionals are being sought actively by organizations to help them grow and compete in this digital era.
So, if you’re currently looking for a new marketing job, it would be wise to brush up on your digital knowledge and expertise.
In a recent survey by the Online Marketing Institute, 750 employers were asked about the talent and skills they are looking for. Here are the results:
Analytics: 76 percent said this skill is important or very important
Email Marketing: 73 percent said this skill is important or very important
Content Marketing: 68 percent said this skill is important or very important
Social Media: 67 percent said this skill is important or very important
We have taken this survey as base and added some more which we think are also important.
With so much data being generated every second, analyzing this using proper tools such as Google Analytics is a must have skill.
What use is all your knowledge if you don’t know how it is impacting your strategy or if your strategy is actually working and you are meeting your goals!
You’ll need to not only implement strong inbound and outbound digital strategies, but also analyze them regularly and use those insights to constantly improve.
2015 was the year of video marketing. 2016 will definitely be intriguing because it will be all the more exciting in terms of Digital Marketing Trends.
Why Digital Marketing is so important in today’s business, you ask! According to a Gartner survey, marketers no longer see digital as a distinct marketing discipline and marketers are moving to “digitally led business models.” So it is either stay updated and stay ahead or fall behind!
The best way to beat your competition this year is to stay on the top of your game, and this list will help you do just that.
This year is set to be the year when the digital ad spending is set to cross all previous records. It is finally going to surpass TV advertising budget.
According to Interpublic Group’s Magna Global, in 2015 digital ad spend will have grown 17.2% (to $160 billion), and 13.5% in 2016, surpassing TV as the biggest advertising platform in 2017.
So that is why Social Advertising is on the top of our list. Digital marketers cannot afford to ignore this important digital trend in 2016.
eMarketer predicts social network ad spending will reach $35.98 billion in 2017, which will make up 16% of all global digital ad spend.
Here is our 3 point guide for marketers to leverage social media:
Deciding the platform
If you are in the photography business or sell handicrafts, you should focus more on Instagram and Pinterest. If you are in B2B business, use Facebook’s target promotion to reach the intended audience.
Use analytics to determine what is working and what is not. This will help you allocate the funds effectives, giving you maximum results.
Action Oriented Ads
If you ask users to engage with the ads using call-to-action buttons, it will lead to a better response and yield better results
Facebook Messenger for Business
After Facebook’s announcement of launching Messenger for business in March 2015, which would allow B2B and B2C transactions, the entire Digital Marketing space is very excited.
Facebook’s user base (over 700 misllion and growing at 40% in 2014-15, according to Luxury Daily) could be the deciding factor in making or breaking a business.
Facebook has also made it possible for the users to install a Facebook messenger box on their websites to utilize it in a similar manner as a website live chat box.
As we can see the sincerity of Facebook to make an impact in the Digital Marketing world and the popularity of the social media giant, this is a weapon that digital marketers need to use to win the digital marketing war!
Google has changed the world of Digital Marketing and is a pioneer in the field. In April Google changed its algorithm to reward mobile friendly websites. It also started to use information provided by indexed apps as a factor in search rankings.
Now one cannot afford not to have a strong working app which complied by the rules of Google. This is important because Google will drop app content in the mobile search results.
In 2016, if a business is not succeed in Digital Marketing space if apps are not responsive, friendly and convenient to use.
Mobiles, once again, will dominate the desktops in 2016 in terms of usage. In 2015, mobile usage surged partly because of Google’s decision to include a site friendliness in search engine rankings.
Wearable is another technology that will surprise most in 2016. Imagine a small device which you carry around your wrist 24 x 7. How much information will the marketers be able to gather! Such a small device and such a big impact.
As devices continue to rule our world, wearable technology is predicted to see an adoption rate of 28% in 2016, according to HubSpot.
What does this mean for marketers? More data on every move your target buyer is making. The Internet of things will continue to become more and more important to marketers in 2016.
There are many more trends that can be discussed. But for a startup, individual or small business, these are enough. If a business has to succeed, it has to keep the above points in mind.