As usual, Google, Facebook and Bing have been making updates to how advertisers can organize and implement their campaigns. In this post, we’ll explore three updates that happened last month you don’t want to miss.
Bing Expanded Device Targeting
On Nov. 8, 2016, announced that the expanded device targeting feature would now move beyond the pilot phase to be available globally.
Device targeting is the ability to target customers based on the device they are using, and makes for more successful Bing ads. Now, advertisers have the option to target and set individual bid modifiers by desktop—an option that includes laptops—in addition to tablets and smartphones.
The bid modifier ranges have also been expanded for further campaign tailoring and improved ROI. As you can see in the image below, the ranges for all devices are significantly broader than before.
Advertisers may choose to opt out of displaying ads on devices that underperform (tablets, for example). This is in addition to the option to opt out of advertising on all mobile devices.
One important tip from Bing is to touch base with any search engine marketing tool provider with whom you partner, as they may have their own schedule for supporting this new targeting feature.
MediaPost calls this feature part of Bing’s strategy to encourage more advertisers to run paid campaigns across its network of sites.
Facebook News Feed Ads Re-Engage in Messenger
A few months back, Facebook began testing News Feed ads that directed members to interact with brands in Messenger. On Nov. 8, 2016, the social network announced that the feature was available to all advertisers.
Here’s how it works: Advertisers buy an ad that will show up in News Feed and include a call-to-action button for sending a message to the company. The user can then initiate a new message.
Advertisers can boost the effectiveness of these News Feed ads with sponsored messages, which are currently only available to certain businesses. Sponsored messages are highly targeted, and only go to consumers who are already engaged in a message conversation with the brand for a customized experience (such as those who’ve acted on the News Feed ads in Messenger).
For advertisers, this update means more chances to raise campaign awareness and increase sales. It’s also an opportunity for customer service, as advertisers can craft customized welcome messages and include media.
(For more insight into customer service using Messenger, check out our post here.)
USA Today spoke with the head of Facebook Messenger, David Marcus, and reports that users with existing conversations will be invited to converse with automated “chatbots” for assistance with questions and information on other goods and services.
To allay any concerns about spam (something users may worry about when they hear “bots”), Facebook says people may block any messages they don’t want to receive.
USA Today forecasts Messenger as key to sustaining Facebook’s growth in the coming years, suggesting that advertisers should watch for future updates. Marketing through Messenger may not be fully welcomed by consumers if it means advertiser-initiated messages; advertisers must tread carefully.
Marketing Land digs into some details on sponsored messages and their limitations:
- The messages may only have one link and one photo.
- The messages cannot be automatically modified to run on Instagram and Facebook at the same time.
- Facebook will charge advertisers for the messages each time one appears on a user’s screen in their Messenger inbox, even if the user never opens the message.
Is your company ready to expand the Facebook conversations you’re having with your customers?
AdWords Price Extensions Update
In a tweet from Nov. 14, 2016, Google AdWords announced that a swipeable card format will be the new standard for price extensions. Price extensions will also be available in 10 additional languages.
Price extensions are a great way for advertisers to share pricing information through mobile text ads. Now, instead of being in a vertical list, price extensions will appear as a horizontal carousel. They will continue to be categorized and tiered.
In a discussion, Google added that 24 currencies would be added to price extensions and the number of those shown would increase from three to eight.
So there you have it. Just in time for the holidays, your brand has three ways to better connect with consumers on various digital platforms. Get started today to ensure you don’t miss the boat!