FACEBOOK INTEREST TARGETING | INFLUENCER SEASON | FACEBOOK CRACKS DOWN ON CLICKBAIT VIDEOS | GOOGLE SEARCH CONSOLE | PINTEREST COMBATING MISINFORMATION
To combat the world of ever-changing digital marketing – the TwoSix team is here to give you what’s On Our Radar for the month. This month, we discuss Facebook interest targeting, Facebook cracking down on clickbait videos, Google Search Console, and more! Keep reading to find out what we’re keeping On Our Radar for April 2022.
Facebook’s Interest Based Targeting Is Only About 70% Accurate
Facebook has recently condensed their interest categories during a time when changes to pixel and cookie tracking have led to advertisers to rely even more on interest-based targeting. Interest based targeting is a go to among ad creators to reach their desired target market, but it seems it may not be as accurate as you would like to believe. Interest based targeting does work to a certain degree because it’s learning about users through their activity in the app. An experiment was done by North California State University where 14 new bank slate accounts were created. Data and behavior were controlled by researchers and interests deemed by Facebook were tracked. It seemed that by simply scrolling through a page determined that the user had an interest in that subject. It also seemed that any engagement whatsoever would suggest interest to Facebook, even if that engagement was negative. It was also shown that Facebook incorrectly inferred interest when someone liked Apple the tech company, it thought they also liked apples the fruit, which could be true because apples are delicious but still it’s not the same thing. This news can be a little disheartening but also expected because interest-based targeting is a great way to target users when it works, and it still does 70% of the time. We have found that the use of custom and lookalike audiences based on website traffic and customer lists are more reliable and useful to target users. The learning phase Facebook has incorporated to serve ads more effectively is thought to be a tool to help weed out the false interests. Interest- based targeting is still a great way to reach users but defining you core audience and targeting them directly by building an audience reigns supreme and is a great way to fill in that gap.
Influencer Season is Upon Us-Are you ready?
Influencer marketing has become a pretty popular thing lately for DMOs. It’s easy to see why as the pressure to produce content only increases. Influencers offer up a great opportunity to let others tell and promote your destination story while at the same time helping to beef up the content war chest at the organization. Working with influencers is definitely a tempting opportunity, but it shouldn’t be one that you haphazardly dive into. Whether you’re working with large or small influencers, you need to set yourself up for success and manage everyone’s expectations. One way to do that is to create a clear influencer agreement that lays out all the details regarding the partnership. How long is the visit? What content is going to be created? What channels are being leveraged? Who owns the content? All of these questions need to be dealt with. Never should you just give freebies away just because someone has a lot of followers or because they take such nice pictures. Far too often I see CVBs working with influencers who haven’t been given a clear plan or expectations. This can be problematic for all involved. Before you bring in an influencer make sure that you get your ducks in a row and develop a proper agreement, just like you would for any other media. Influencer marketing is a real thing. Start treating it that way. Check out this article for some tips that can help you write a proper influencer agreement.
Facebook Announces New Crackdown on “Clickbait” Videos
Since the dawn of Facebook advertising, click-bait and listicle headlines have been a standard among advertisers – even a best practice. Increased clicks means better audience data and better ad delivery – right? Well, as Facebook attempts to revamp it’s advertising image and push increased user privacy, it seems they are also looking into ad quality. In the past, Facebook has tried to control the quality and appearance of ads on the network by setting limits for the amount of text on an image, requiring high-resolution, and restricting certain ad placements to images and videos sized accordingly. However, many of these requirements have relaxed over the last several years, making it a surprise when Facebook announced that it will begin cracking down on video content based on the headline and description. It would be wise for all advertisers to revisit the videos currently on their profile to make sure the headlines and description fall within the new guidelines. This will help to set a standard for how videos are titled down the line.
Are You Using Google Search Console?
Google’s Search Console is probably the most powerful tool when it comes to seeing how your site is displayed organically in Google Search Results. Below, you can the top search queries for one of client — that is, the search terms that result in the most clicks to their website in a given time frame.
Not only can does Search Console provide you with the top 1000 search queries for your site, but it also shows how many searches there were for each term (impressions), how successful you were at getting users to click to your site (CTR), and high you were, on average, for that search term (position). As you can imagine, this is some invaluable information!
For instance, the above image illustrates when the search volume for one of our client’s major events last year. This lets you know exactly when your audience is starting to think about an annual event, and you can plan accordingly!
So, how do you use this wonderful tool? Simple! A quick email to your web developer to see if they already have it going for your site and to add it if not. In either case, get you and your team’s email addresses added to it, then head to search.google.com/search-console to get started.
Pinterest is Combating Climate Misinformation
In a world where misinformation is thrown around constantly, Pinterest is taking a stand to prevent that. The platform recently announced they are rolling out new community guidelines to stop misinformation regarding climate change across content and ads. Misinformation includes content that denies the existence of climate change, human influence on the matter, or the issue is backed by scientific consensus.
Although this specific topic may not directly relate to digital marketers in the travel sphere, I think this could cause a domino effect and cause other platforms to start highly monitoring misinformation on various topics.
Read the full Pinterest article from Newsroom at the link below.