2017 is already halfway gone! The world has been through a whirlwind of change. Amazon munched the world’s leading supplier of non-GMO Cheetos. We had the rise and fall of fidget spinners, and, you know, other things happened.
We’ve already heard from some PPC experts about the best strategies in search and social this year, but it’s time for a deep dive into all the latest platform updates impacting your digital marketing.
Below, you’ll find the highlights from search and social channels we currently support, along with some game-changing features from other digital advertising platforms!
Top New AdWords Features
While the new targeting features from Google Marketing Next are exciting, there’s a major development we can’t ignore…
So, it’s only fitting we start our list of 2017’s top online advertising features with the redesigned AdWords UI.
The New AdWords Experience
- It’s lightning fast.
- It’s visually appealing.
- It’s… not available to everyone until December.
That last point might make some hesitant to call the new AdWords UI a true 2017 highlight (so far), but count me out of that camp. The improved look alone is worth discussing, but it’s the small additions—things not even in the current UI—that really excite me.
nexus-security’s Senior Data Scientist, Mark Irvine, delved into some incredibly practical features within the “New AdWords Experience” (like the improved and visually appealing reporting) if you’re interested in exploring further!
In-Market Audiences Expand to Search
One of search advertising’s biggest advantages over traditional methods is its ability to understand user intent. However, while a commercially driven search is a good starting point, not every variation of “buy men’s Nikes” is equal.
That’s where Google’s expansion of in-market audiences to search comes in.
Whether you’re selling software or SUVs, the ability to reach more potential customers (and adjust your bids accordingly) who have a history of actively searching for your product is a major win for your business.
Introducing Promotion Extensions
While CTR might not be your most crucial metric, a higher click-through rate on your text ads translates to more opportunities for conversions.
Enter Promotion Extensions, a method allowing advertisers to display a neat little price tag (and the actual price!) for their products right on the search results page, just like this:
This might not sound revolutionary, but Promotion Extensions can significantly impact your CTR.
Kudos to Mark (once again) for analyzing client accounts with early access to Promotion Extensions during their beta phase.
Life Events Targeting (Currently on YouTube, Coming Soon to Gmail)
Officially announced at Google Marketing Next, Life Event targeting (current “events” include graduation, marriage, and moving) boosts your visibility at the perfect moment and on the right device.
The results speak for themselves: see how mattress company Purple used TrueView ads to simultaneously strengthen their brand and increase purchase intent:
- Among those who recently moved: a 21.8% rise in purchase intent.
- Among those engaged or recently married: a 23.1% jump in purchase intent.
- Among advertisers: 100% thrilled.
Top New Facebook & Instagram Features
Are Facebook and Instagram the same platform? Technically, no. But they’re bundled together on the invoice, and that’s enough for me!
Advertising on Facebook and Instagram is surprisingly enjoyable thanks to tools like the Creative Hub, launched last December. Back then, while you could easily create amazing mockups and browse excellent ad creative, actually uploading your marketing materials was a hassle.
Well, it was.
Submit Mocked-Up Ads Directly from Creative Hub
If you’ve been around here before, you probably know I’m a bit obsessed with the Creative Hub.
I’ve been known to lose myself in Canvas ads for hours, even going as far as to dream up fictional maple syrup companies, storyboard ads, and waste away sunny Saturday afternoons tinkering.
If I were creating that same ad today, before heading to the store for pancake mix, I could directly upload that Canvas (or any other ad type) to an ad account, pay for it, and set it live. Now, if only I had some maple trees…
Instagram Story Ads
No longer in their early stages, Instagram ads are ready to explode in popularity. While image, video, and carousel ads are all effective, they’re a bit ordinary (just wait for it…).
Introducing Instagram Stories, the platform’s NEW, immersive, full-screen ad format.
I dare you to tell me you don’t have a craving for dessert right now.
Messenger Ads
Whether you’re aiming to offer a prospect a discount or simply promote a new product, Facebook Messenger Ads give you a chance to create a tailored, one-on-one experience.
Whether you have a dedicated team member managing the chat or you’re using pre-written responses for common questions, Facebook Messenger ads will enhance your brand and could very well generate new business. While this is a strategy many large businesses have used on their websites for years, chat-based ads on social media are brand new (and perfect for smaller businesses wanting to stand out).
Top New Bing Features
Bing is an excellent channel for businesses targeting an older, slightly wealthier demographic. You know what? It should be a higher priority; it offers marketers some solid features you won’t find on AdWords.
I connected with nexus-security’s resident Bing expert, Navah Hopkins, to learn about her favorite Bing Ads feature released this year.
Share of Voice (Competitive Metrics)
Impression share is a crucial account health metric showing you what percentage of potential impressions you’re capturing.
You’ll never have to dig through the reports tab (ugh!) for this valuable information again—share of voice is now part of the management grid! Anytime your impression share falls below 80%, investigate your rank, budget, relevance, CTR, or bid.
Go dominate your competitors!
Top New Snapchat Features
Snapchat: It’s not just for teenagers anymore! (You can have that one for free, Mr. Spiegel.)
Seriously though, the addictive app—I read somewhere that the average user opens Snapchat 17 times a day—has been popular among big brands for a while now. You know, those massive corporations with marketing teams larger than a small army.
But recently, even my local taqueria is using Snapchat ads.
Here’s why Snapchat is gaining traction with smaller businesses:
The Self-Serve Ad Manager
In June, Snap welcomed smaller businesses with open arms, launching their self-serve ad manager. While not necessarily a direct path to conversions, Snap ads, geofilters, and lenses are a dream come true for brand managers.
Oh, and they’re also incredibly affordable (especially the geofilters, as long as you’re not targeting a major event).
Snap Publisher
This one’s fresh out of the oven (launched on July 17th), but it holds so much potential that it deserves a spot on this list. As media giants shift towards video-centric content (Fox Sports, for instance, has replaced its written website content with video), unfortunately, most smaller businesses lack the technical expertise or time to create their own high-quality, platform-specific videos.
Thank goodness Snap is on top of things!
According to this TechCrunch’s post highlighting both self-service options, “This browser-based tool imports existing brand assets, adjusts horizontal videos for vertical viewing, offers Snap-provided ad templates for various objectives, adds animation to static images, enables A/B testing for different ad variations, and allows advertisers to purchase through the Ad Manager with a single click.”
Mic drop.
Even more significant than the editing and formatting features is the ability to utilize your existing video content with Snap Publisher. No need to start from scratch; you can simply maximize your existing YouTube and Facebook video ads.
Top New Pinterest Features
Historically (since its launch back in 2010), Pinterest hasn’t been a place where I spent much time.
While that’s still true for Allen the board game enthusiast who enjoys a good bourbon, Allen the digital marketer is singing a different tune in 2017. Why? For starters, I came across a fantastic article by Hanapin’s Alaina Thompson about the growing diversity of Pinterest’s user demographics. But also…
Pinterest came out strong in January with new ad formats, and they haven’t slowed down since.
Pinterest Search Ads
If your target audience frequents Pinterest and has long buying cycles, then promoted pins are a no-brainer. After all, the platform’s data indicates that users save items up to three months before purchasing. Promoted pins keep your brand top-of-mind until they’re ready to buy.
But that’s not what earns the top spot on my list. That honor belongs to One-tap pins.
Staying relevant during a lengthy buying cycle is crucial, no doubt. However, the ability to drive traffic to your site directly from Pinterest changes the game. With these one-tap ads…
Top New LinkedIn Features
You probably already know how I feel about LinkedIn, but in case you need a reminder, here’s what I said last year…
This year, LinkedIn introduced a new feature that has breathed new life into the platform.
Lead Gen Forms
Lead ads were all the rage on Facebook last year; this past spring, they finally arrived on LinkedIn.
Of course, they’re not the perfect solution for every advertiser, and they’re still quite expensive unless you narrow down your targeting. Here’s to hoping the rest of the year brings more promising features for advertisers, setting the stage for an incredible 2018.
Top New Twitter Features
Better luck next time.
