7 Online Advertising Updates Every Business Owner Should Know
As the digital space is always evolving, it is important to keep up with all the updates. A major portion of the evolution of these ever-expanding suite of platforms revolves around new features, bug fixes, ad formats, placements and targeting functionalities.
Related: — Online advertising agency Dubai
As a business person, it may seem impossible to go through each one of these updates to re-strategize your digital marketing efforts. To ensure that you never fall behind, we’ve compiled a list of the most recent online advertising updates that play a key role in your business’s overall digital success.
So, without further ado, let take a look at all the significant updates from advertising platforms and how can they can benefit businesses for good.
1- LinkedIn Now Offers Interest-Based Targeting
While some of you might consider LinkedIn as a platform where advertisers precisely target prospects based on their job roles, skill-set and professional industries, it is much more than what you see at the surface.
Apart from the social media platform’s traditional use, it can now be used to not only target but engage users with content that matters most to them. As of January 2019, users can now target audience outside of their job roles that is in areas where they’ve demonstrated active interest.
A recent survey conducted comprising of over 290 advertisers revealed that nearly 42% of them plan to increase their LinkedIn advertising budgets this year.
2- Quora Ads Rolls Out Keyword Targeting & Auction Insights
Quora Ads though being a fairly new platform is as good as any other advertising platform out there. Recently, Quora has rolled out two new features namely; auction insights and keyword targeting.
As far as auction insights are concerned, Quora has announced three new metrics to help their advertisers analyze the competition in the ad auction.
Auctions Lost to Competition: Quora ad auction doesn’t guarantee the display of ads to users. It is based on winning impressions as its algorithm takes into consideration creative relevance and maximum CPC bid.
Impression Share: This metric reflects the rate at which you’re competing at the auction and winning impressions. It is similar to a team’s winning percentage.
Absolute Impression Share: This metric reflects the rate at which you’re competing at the auction and winning the highest ad ranking.
The above-mentioned metrics provide highly actionable insights to marketeers, helping them to drive their advertising efforts.
Next up is keyword targeting which allows advertisers to serve their ads to users based on their search terms.
While broad match targeting allows serving ads close to variants of your selected keywords, the phrase match targeting cater exact keyword search. You may also use negative keywords to avoid your ads from showing up to particular questions.
The keyword targeting functionality is associated with auction insights to ensure winning of impressions for relevant audience.
Related: — Digital Advertising Companies in Dubai
3- YouTube Serves Text Ads in Search Results
During SMX West, a search marketing conference, Google reps announced that they’ll be incorporating YouTube into its search partners network. This network expansion aims to enable search advertisers to extend their reach. As YouTube has become a search partner, advertisers will have the option to easily serve their text ads to YouTube users.
4- Facebook Now Recommends Advertising in Stories
Facebook’s representatives recently announced that people are getting tired of seeing advertisements in news feeds, making it hard to stay competitive in the ad space. With more users ignoring news feed advertisements, there are fewer chances of getting clicks.
Considering the strong impression growth in 2018, Facebook will be more reliant to story impression growth in 2019. The social media giant also assures to revise the pricing plans for story-based advertisements to enable advertisers to more frequently utilize it.
Businesses can expect most of their competitors to transit to story ads this year. It is recommended that you start on story ads while prices and competition are comparatively low.
5- Facebook’s Campaign Budget Optimization Soon to Become Default
Facebook announced that by September 2019, advertisers will not be allowed to optimize campaign budgets. The campaign budget optimization will be carried out through an automated solution by which Facebook will automatically allocate money across different ad sets based on performance.
So, in a nutshell, most of the budgeting responsibilities will be taken care of by Facebook Ads itself. Reducing the time spent on manual budget shifts, the advertisement platform will maximize value by making real-time changes.
As with every pro there is a con, businesses may feel uncomfortable at first knowing that their budgets are being spent with least control from their own end. This is where social media marketing agencies need to play their role to get creative.
6- Instagram Continues to Grow
Earning followers is a challenge for businesses as users are very picky about what they follow on Insta. The good thing is that nearly 57% of Instagram users are using the social media platform more than they did a year earlier.
To gain competitive advantage, businesses need to focus on engaging users with original content.
Instagram Marketing Tips: -
· Create short but engaging videos (10–60 secs)
· Make relatable ads
· Focus on story ads
· Target every age segment
Related: — Social media advertising agencies in Dubai
7- Facebook Will Combine Its Messaging Platforms
As per a recent New York Times report, Facebook plans to connect Messenger, Instagram and WhatsApp with a unified communication infrastructure.
While each one of these platforms will operate on their stand-alone applications, users will have the privilege of communicating with connections from a centralized hub. Saving the switching time for apps, this integration will allow seamless cross-platform communication.
This unification of messaging apps will allow businesses to use key features of one platform on the other one. i.e. cross-platform usage of chatbots to connect to customers and prospects.
We hope that this post helps you create a strategic online advertising strategy for your business.
If you’re looking for a great online advertising agency to provide you with unparalleled digital advertising services, then don’t hesitate to contact us for a free consultation session.
