Five For Friday: Facebook Mobile Ad Tracking, Promoted Video Tweets, And More.
August 15th, 2014 by
Facebook rolls out new way for advertisers to track engagement with mobile ad campaigns. User suspicion on the rise as updated Messenger app gains greater access to personal information stored on mobile devices. Twitter begins testing promoted video posts for brands. Yelp and Bing join forces in the name of breaking down international language barriers. New addition to Google guidelines marks the end of guest blogging. Get the scoop with this week’s Five For Friday.
1. Facebook introduces new ad data tool – Marketingland
Facebook announced on Wednesday that they would begin allowing advertisers to track the click through rate of promoted posts and sponsored ads on mobile devices. According to a white paper written for Facebook by Altimeter Group titled, “Why Mobile is Essential for Brand Marketing,” users spend an average of 40 minutes per day on the Facebook mobile app. The white paper also revealed that users check their mobile phone nearly 150 times per day, and that 51% of mobile users say they prioritize checking their notifications over other messages. Aside from confirming the fact that most people are more attached to their smartphones than their own shadows, the research reveals just how important it is for businesses to be able to reach their target audience with mobile ads.
Conversion tracking helps businesses measure the return on investment for their Facebook Ads. The conversion reports on the actions people take after viewing and interacting with an advertisement. Marketing Land discusses the implications of the new cross-device feature, including that it enables advertisers to closely track mobile browsing behavior and allows them to better understand how customers are reacting to their campaigns. While Facebook already allowed for advertisers to target specific users, the new cross-device report amplifies an advertiser’s ability to view more detailed metrics on mobile conversions.
What does this mean to you? Now, using this cross conversion report, businesses can track the success rate of their ad campaigns. Ads that were previously unsuccessful among PC users may be working well as a real-time mobile marketing tool. These ads can be tracked based on location as well, so get excited for better campaign analysis!
2. Mark Zuckerberg’s Facebook Messenger spy game – Mashable
You’ve probably noticed a recent influx of paranoia popping up on your news feed, this time about the “permissions granted” required to download the new Facebook Messenger app. The concern is based on suspicions that the app can access your smartphone camera and microphone along with a plethora of other private information stored on your device. Considering the PRISM program’s deal with Facebook, as revealed by Edward Snowden just one year ago, the public is beginning to feel more aware of apps having increased access to personal information. The origin of these suspicions seems to be based off a 2013 Huffington Post article. Some of the app’s new capabilities include:
- Facebook can read your phone’s call log, including info about incoming and outgoing calls. Who have you been calling? How long did you talk to them?
- Facebook can actively track your GPS location, approximate location, or precise location.
- Facebook can actively record video and audio from your phone and take pictures as well as view all files stored on your phone.
Mashable breaks it down for us in a different way, explaining that a lot of the permissions allow the app to have all of its convenient, user-friendly sharing capabilities:
- Facebook Messenger requests permission to access your camera and microphone so the user can share images and record videos right from the app.
- Facebook allows users to directly call people with the app. It needs permission to access your device’s call log so that it can identify who may be calling you via the Messenger app.
- Facebook requests permission to access your GPS location so that you can check-in and share your location with friends and in posts.
Now that we’ve walked through two perspectives on the issue, what do you think? Is this just a ploy to monitor the 250 million users on Facebook, or is it another step toward providing an optimal user-based experience?
3. Twitter introduces promoted video sharing – Mediabistro
Twitter has introduced a new nifty feature where businesses can better communicate with their followers using promoted video sharing. According to the Twitter blog, “by using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content.”
What does this mean to you? As a business, you’ll have more options when it comes to competing for user attention and interaction. If your business is already actively using Twitter, statistics have shown that promoted videos gain more viewers than ever before. The cost-per-view ad model includes ample opportunity to see viewer analytics, including organic as well as paid posts. Overall, this means a much more engaging Twitter feed and increased opportunities for businesses to reach targeted audiences.
4. Yelp introduces Bing translation– Marketing Land
How nice would it be for everyone to communicate with each other as needed, especially about food? Well, that day seems to have arrived, as Yelp has now introduced a Bing translator capability, according to Marketing Land. Yelp can now translate up to 15 languages, which is sure to help travelers that can’t seem to navigate through restaurant menus, reviews, and directions that are posted in different languages. For international eateries looking to attract tourists with local customer reviews, this app update is perfect.
5. Google updates guideline violations – Search Engine Land
With the ongoing battle for good content, Google+ has now updated their listed standards for determining what is considered spam. Guest blogging, a common practice used for SEO purposes, is now on the Google radar. Search Engine Land reports that guest blogging has been used as an attempt to cut-corners around Google’s algorithm, so if you are using low-quality guest blogs to increase the results of your Google page search results, then it is definitely time to stop. Certain guest blogger sites have already been removed from the Google-ranking loop, as reported by Search Engine Land back in April.
This update is just another example of Google’s ongoing mission to deliver meaningful, authentic content to Internet users. If you haven’t already, take the time to review your business’s blog and website. The real moral of this update: Consider the ways your products and services cater to your audience’s needs by publishing content that is unique and informative!
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