Online Marketing News, Episode 1
Hello everyone and welcome to Online Marketing News. Today we are going to talk about the most important events that happened in the online marketing industry. This is going to help you better plan your campaigns or simply stay up to date with what’s happening.
Custom Conversions Have Changed
First of all, Facebook has changed something in custom conversions. This is extremely important to know because up to a few days ago accounts could have created 20 custom conversions without the possibility to edit or delete them. As of today you can create 40 custom conversions in your account and we can actually delete as many as you want. You can still not edit the settings of the custom conversions but, the possibility to delete them haven’t stopped a lot more opportunities and gives a much better flexibility to advertisers.
Live Stream From Your Desktop
The second event that has been talked about a lot this week, is live streams. Facebook live streams are very good and they happen on mobile devices on Facebook. However as you can imagine recording a professional live stream with a mobile phone might cause some issues; because it’s not easy to hold it steady if you want a proper support. But, as of today Facebook has started to roll out a desktop version of the live stream. Not all accounts have access to it, so just a few selected accounts have had the possibility to do that.
I just found out that I have it in my account and it is very cool. Because you can actually live stream for free from your desktop computer; without any issues holding a device and you can actually do it in a much professional way. I think that was a very smart move from Facebook, and for sure this fits the plan that the platform has to engage users more and more with their platform.
Exclude Site Categories In The Audience Network
Facebook has also introduced changes in the audience network. The audience network is a group of third party websites and apps where you can advertise. The audience network can now allow you to exclude site categories to where you don’t want to show your ads. But, it also allows mobile app advertisers to select the placements that they want to show up on. For example, if you want to promoting your ad you can decide if you want your ad to show up as a banner or as an instant article.
Extended Text Ads Deadline Changed
Google has also introduced a couple of changes this week. First of all, you are not required to switch to Extended Text Ads by October but by January. They just changed the deadline in order to give advertisers more time to test the new ads but also to switch the new ads. As a matter of fact, many small businesses didn’t switch the new ad type. This was a concern by Google which is going to make a big effort to allow everybody to switch to this new type of ads.
I recommend to start testing extended ads right away. Because, they are very important and they are actually performing much better for most of accounts that we are managing. Extended Text Ads are bigger and get a better CTR and they might reduce your conversion rate.
Create Sitelink Extensions At The Account Level
Google has also rolled out account site link extensions. After a few days ago, we couldn’t create account Sitelink Extensions but you had to create them at a campaign level. As of today, you can actually roll out Sitelink Extensions in the account level as well as all the other extensions that were already set up at the account level such as the call-outs.
This is very important because it allows advertisers to create a standard set of Sitelink Extensions for the account. Then you can still customize them in the campaign level or at the ad group level.
New View-Through-Conversion Tracking
Finally, Google is tracking view through conversions at the search and responsive ad level.This is very important because it allows you to see the full value of a search ad. You can actually see if people come back to your website to convert through another channel. It helps you a lot when deciding which ad to run. Also, to understand the impact of search campaigns that may not be having a good cost per conversion.
New LinkedIn Conversions
LinkedIn has also made a big change this week. It is allowing users to track conversions by using a code which is installed all over the website and then you can actually set up a conversion page. Go into LinkedIn which allows you to track conversions. This is very similar to what we see today in Google Analytics; but at the same time it is a big change for LinkedIn that never had in any way to track conversions. This is going to be extremely helpful for the growth of these advertising platforms.
Thank you so much for you time today, it has been a pleasure sharing these news with you and I’m looking forward to the next episode of online marketing news.
Latest posts by Rocco Baldassarre (see all)
- New Tools Come To Facebook And Google - February 20, 2017
- Google Launches Interactive Reports and Promotion Extensions Revealed - October 25, 2016
- Amazon Bans Freebies and Google Launches DSK Campaigns - October 10, 2016