Last week was a boon for marketers as Google, came out with more sophisticated advertising measurement tools, while Facebook, Pinterest, and Bing continue to make little tweaks and tests. But still on the horizon were also announced, like the mobile-friendly ranking signals getting a boost, and Instagram’s shift to an algorithm-based feed. All these and more of the big news last week!
Google is going full-stack with its ad-tech with the release of Google Analytics 360 Suite, a set of integrated data and marketing analytics products specifically for enterprise-class marketers. Three of the six services are completely new: Google Audience Center is a Data Management Platform (DMP) that allows marketers to identify more audiences. Audience Center integrates with Google and DoubleClick, and is also open to third-party data providers, Demand-Side Platforms, (DSPs) and others; Google Optimize 360 is a website testing and personalization tool, allowing marketers to test different landing pages with different audiences; Google Data Studio 360 integrates data across the entire suite and other sources into interactive reports and dashboards, with built-in real-time collaboration and sharing.
The rest of the suite is composed of revamped versions of existing services. Google Analytics Premium and Adometry are now Google Analytics 360 and Google Attribution 360, while Google Tag Manager 360 takes off from the Analytics Tag Manager.
The Google Analytics 360 Suite is available in limited beta, and GA Premium and Adometry customers will be informed when they’re eligible to join.
- Introducing the Google Analytics 360 Suite
- Google unveils Google Analytics 360 Suite with a new DMP, landing page testing tool and more
Starting in May, Google is strengthening its mobile-friendly ranking signal for mobile search results. Websites that are already mobile-friendly won’t be affected by the update.
- Continuing to make the web more mobile friendly
- Google to boost mobile-friendly algorithm this May
- Google to Strengthen its Mobile-Friendly Ranking Signal
Bing Ads began testing Social Extensions in the US to help businesses promote their social media channels on search. Social Extensions appear below the ad copy of text ads, and can link to Facebook, Twitter, Instagram, or Tumblr.
- Social Extensions. How will you use it?
- Bing Ads testing Social Extensions: Link search ads to Facebook, Twitter, Instagram, Tumblr
Facebook is making data from its Lift measurement tool more widely available to businesses. Select advertisers can now run lift studies through an APIs, Facebook Marketing Partners, and measurement partners to better determine which ads are converting. New fields are also being tested in ads reporting which will tell advertisers which ads people saw or clicked on before they converted to a specific action.
Facebook began testing a new feature that lets select users add topics to posts. “People have told us they’d like more options on Facebook to see and have conversations about specific topics they’re interested in. So we’re testing giving people the option to choose a topic tag for the type of post you’re sharing,” a Facebook Spokesperson said. The feature seems to only appear when editing an existing post. Similar to hashtags, clicking on a topics leads to a list of “Topic Feeds” to curate multiple conversations.
Instagram announced it’s changing to an algorithm-based feed from the present reverse-chronology based one. Photos and videos will be ordered by interest, relationship with the person posting, and timeliness. In an interview with the New York Times, Chief Executive and co-founder Kevin Systrom explained the change was made because users are missing 70 percent of the posts on their feed. “What this is about is making sure that the 30 percent you see is the best 30 percent possible.”
- See the Moments You Care About First
- Instagram to Introduce New Algorithm-Based Feed
- Instagram feeds to evolve into algorithmic territory. Are you ready?
Pinterest continues to woo advertisers to its platform, this time by following the video advertising trend. Pinterest has apparently begun testing promoted video pins internally and among a small group of users. The videos are reported to play automatically when a user stops scrolling over the pin, and present testing is focused on video ad length.
That’s it for last week! Subscribe to our blog to stay on top of all the industry news.