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!
Here are the topics we’ll be discussing with our clients this week:
Sports fans increase searches for ‘superb owl’
Never underestimate the power of correct spacing!
Super Bowl fans were given a bit of a surprise when their excited searches for the ‘superb owl’ brought up some interesting results...
Image source: HyperVocal
Image source: Digital Spy
The TJM take: Although great, we’re guessing these weren’t the type of results they were hoping for. Watch out for that AutoCorrect next year!
AdWords automated bidding now allows different CPA goals for individual ad groups
Following the release of new reporting features in December, Google has announced plans to further revamp AdWords automated bidding. Due to start appearing within the next few weeks, the overhaul will bring name changes (such as flexible strategies now being referred to as ‘portfolio’ bid strategies), and some functionality updates.
As well as making it easier to create or add to bidding strategies, with managers being able to do so in the Campaigns Setting tab, Portfolio bid strategies will be able to have different CPA goals for separate ad groups.
The TJM take: This will be useful, but only for some companies. These algorithms need data to optimise, which means that if you're running a small campaign with sub 30 conversions, there will not be enough data feed in to work.
Additionally, as it runs on historical data, any major changes will disrupt the set up, and it will need to restart the count. This means that older adverts may be shown over newer ones, which won’t be beneficial when running a new offer or promotion.
More information on the update can be found on Search Engine Land.
Your Twitter timeline is now algorithmic – but is time running out?
Despite protests from users, Twitter has gone ahead with original plans to introduce a new algorithmic timeline. Much like your Facebook newsfeed, timelines will no longer display Tweets in chronological order- instead, Twitter will rank them based on their popularity.
Nonetheless, while the algorithm will appear automatically, users will just have to scroll back up their timeline and Tweets will appear in chronological order once more. It has also been reported that users will be able to opt out from the new timeline.
The TJM take: Twitter is messin’ with their magic.
With Twitter user growth stagnated, Jack Dorsey et al. have tried to counter this with a policy of ‘throwing changes and seeing what sticks’. Developing the timeline to have wider appeal and be more easy to use may be needed, but risks alienating the existing users.
Our forecast on what this will mean for advertisers is that the traditional advice of scheduling the same tweets to repost a few times is going to go out the window (about time!), with a bigger emphasis on focusing promotion efforts around the individual posts.
The second challenge Jack has had is monetising the ad platform. With a lot less data collected on on the product (us) than on Facebook, this has been hard work. The idea that more popular posts will garner more attention make it attractive to pay for the privilege. While it may not be very targeted, it is (just like boosting for ‘likes’) it's going to be easy to set up and moderately successful so will appeal to the have-a-go heroes of marketing.
We wait with baited breath to see how they develop the timeline from here.
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