Welcome to Tech Treats, our weekly feature where we provide our clients with the latest news on all things digital marketing. From current trends and innovations, to fresh tips on getting the most out of your paid adverts, we’ll ensure you’re always kept in the loop!
Device ID targeting on Google
Google have followed Facebook’s lead and developed device ID targeting on their AdWords platform. This allows people to be shown adverts based on them having (or had) an app installed on their mobile. The function works over both Android and iOS and is pitched as able to drive engagement. Google recommends incentivising repeat purchases/ special offers.
Google’s blog entry is here.
The TJM take: Google following Facebook is a little bit of a ‘me to’ play, but a necessary building block for future development.
Google is currently limited to targeting people who have already downloaded the app. Where Facebook trumps this by allowing you to match other users using look-a-like custom audiences. This enables you to target new customers as well. The first iteration of Google’s platform is limited by comparison. The data Google holds about users is not as easily index-able as that of Facebook (Google+ failed as a data capture). Where we feel this will become very powerful is when they are able to align things like user movement, places of work/ home etc.
Following the launch of the Accelerated Mobile Pages, Google have released more official guidance on how they feel a good mobile sites and apps should work. There are no huge surprises here, but the developer’s area provides some best practices on elements like in app search, payments and the like.
Moot points direction?
Google get a lot of things right, but as above, they have yet to nail a convincing social media platform. This is now costing them dearly. Without a place where users willingly give up their personal information, like what brands they like, what causes they support and who they are friends with, Google look clumsy when compared to Facebook.
Google has just hired Chris Poole (username ‘Moot’) who created and managed the image board 4chan.com . With 22 million visitors a month, 4chan has been responsible for Rick Rolling, exposing various celebrities in compromising photos and seeding the hacktivist group Anonymous.
If rumours are true, ‘Moot’ is set to repoint the direction of Google’s social presence. The TJM team feel that the secret will be to increase time spent, so You Tube may get more closely rolled in.
Having tried Google+ as a safe play, it will be interesting to see what this roll of the dice gives Google!
Facebook to re-write the dictionary
OK – perhaps not re-write, but gather an up to date glossary of all newly coined terms and track their rise and fall.
Facebook will be on the hunt for all ‘slang, terms of art, portmanteaus, syllabic abbreviations, abbreviations, acronyms, names, nicknames, re-purposed words or phrases, or any other type of coined word or phrase’ on the web.
There are many possible uses, ensuring auto type is correct is the least exciting. Also on the list for possible development are:
- Better understanding trend adoption – making ‘viral’ content production and exposure much more scientific.
- Use in AI – If Facebook can understand how we create and develop ideas, perhaps Facebook can create Sky Net 2.0 (we are serious on the premise, if not the application of this idea)
- Increase the accuracy of UrbanDictionary.com – the quality has tanked of late.
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