Every week here at The Search Agency, we round up the latest in digital marketing news. Stay connected with us to keep up-to-date on what’s new, what’s trending and what to look out for in the near future.
Extra Headlines for Everyone!
Google Extends Added Character Benefits
Google announced it’ll start rolling out its responsive search ads to more accounts in English, French, German and Spanish starting in September. Responsive text ads can display three headlines and two descriptions with up to 90 characters each. In the meantime, the company is extending the added real estate benefits of these longer units to existing text ads.
Starting at the end of this month, advertisers will be able to add a third headline and a second description as long as 90 characters (as opposed to the traditional 80-character limit) to their text ads. From Google’s blog post last Thursday:
“While we work on improving responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads.”
Unlike with standard text ads, with responsive search ads, Google uses machine learning to determine which combination of headlines and descriptions to show to a user. Advertisers can enter as many as 15 headlines and four descriptions. While we think this is useful and great, these types of ads require that we put more trust in the algorithms to get things right. For most, that’s easier said than done.
Are You Using Facebook’s Advanced Matching Pixel?
MarketingLand Contributing Writer Justin Freid Explains Why You Should Adopt It
What is the Facebook Advanced Matching Pixel?
Facebook has provided its Advanced Matching Pixel since 2016. It gives advertisers the ability to connect their customer data — like email addresses, phone numbers and other demographic data — to their Facebook campaigns.
Earlier this month, Facebook launched a new-and-improved version of the Advanced Matching Pixel, which provides advertisers with even more data. Facebook now offers two versions of their pixel: “Manual” and “Automatic.”
What does the new automatic version of the pixel offer?
Facebook specifically calls out two opportunities that the automatic version of the pixel offers versus the manual option.
Increased custom audience sizes
Custom audiences is a great feature that allows you to use your own data or a third-party data provider to create an audience to target on Facebook. The automated version of the pixel will allow you to “automatically” and continuously sync your customer data and match it with individuals on Facebook.
Increased number of conversions tied to FB advertising
Unfortunately, many marketers still operate on the last-click attribution model. This leads to SEM and/or organic search getting the lion’s share of conversion. But, as all of us know through the theory of behavioral economics, those touch points along the conversion path from display, out of home, TV and social networks like Facebook, do provide value.
Why should advertisers use the Automatic Advanced Matching pixel?
Ultimately, the more data you have on how your campaigns perform, the better. But you have to be able to gather insights and execute on the data. Thankfully, the data being delivered through the Advanced Matching Pixel is actionable.
While it’s in a silo of advertising related to Facebook, it can directly help you with increasing your custom audiences and remarketing lists, while also providing more conversation data you can use for optimization.
Can Will Ferrell Really Play the Drums?
With New App, Celebrities Answer Questions in Short Videos That Then Appear in Search Results
Back in December, Google showcased a search feature that had celebrities answer questions in Google Search with short and cute video answers. It launched with a limited number of famous personalities, and now Google is expanding the program to more with a new iOS app named Cameos on Google.
The app allows people who have rights to put this type of video content in Search to quickly record themselves answering a number of questions. It’s basically a quick way for Google to get video content answers into SERPs. If you’re a brand that utilizes celebrities for affiliate marketing, this might be a good way to synergize the impact your influencer has on your audience with your video and voice search optimization efforts. Here’s a sample of what the mobile search result looks like for the query “can will ferrell really play the drums“:
How does it work? Head over to SearchEngineLand for their full step-by-step guide to using Cameos on Google.
Do you have any digital marketing news tips? Let us know in the comments, or email us at firstname.lastname@example.org!