Fresh Egg Round Up

Facebook’s new Product Ads & Relevancy Score, Google’s Medical Knowledge, TweetDeck’s ‘team’ functionality and more – Digital Marketing News

In this fortnight’s digital marketing news we take a look at Facebook’s new Product Ads, TweetDeck for teams and medical content in Google’s results.

New Product Ads on Facebook

Businesses often sell myriad products, which has made it difficult for them to advertise effectively on Facebook and often results in a disjointed experience. To resolve this issue, Facebook has introduced ‘product ads’ – an advertisement tool designed to help businesses promote multiple products or even an entire catalogue.

Adverts that used to be static can now act as a carousel, hosting up to five products that users can scroll through. Facebook’s new tool also gives businesses the ability to remove ads for specific products if it becomes out of stock.

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In a blog post, Facebook described two different ways that the tool can be used to help marketers reach customers and different points in the journey:

  • Advertisers can automatically reach people who visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc.
  • Advertisers can curate ads as they see fit. For instance, they can highlight products that were viewed on their website/mobile app or showcase best-selling products. Or they can create a multi-product ad that highlights the different benefits of a single product

This is seen as a direct response to Google’s Shopping platform within AdWords, and will be available within Facebook’s Power Editor in the next few weeks.

Medical Content Can Now Be Found in Google’s Knowledge Graph

Google has announced that “one in 20 Google searches is for health-related information” and that the information usually found within search results can be “incomplete or untrustworthy”. Therefore, Google has rolled out in-depth Knowledge Graph results for many aliments and health-related search terms, examples of these can be seen in the screenshots below:

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Although not intended as a replacement for actual medical advice, Google will show “typical symptoms and treatments, as well as details on how common the condition is, whether it’s critical, if it’s contagious, what ages it affects, and more”.

In some cases illustrations from licensed medical illustrators are returned. This medical information has been fact-checked by doctors at Google and the non-profit medical practice Mayo Clinic.

This rollout is for both desktop and mobile results, but currently only in the US English. However Google is expected to roll this out beyond the US soon.

You can find more information about the medical Knowledge Graph in Google’s blog post here.

Twitter / TweetDeck Lets You Share Team Accounts

It’s a pain to use Twitter when you are part of a team. Your passwords always seem to be hidden away in a sub-folder in another sub-folder, or the only person who has access to them is on holiday. What’s more, you’re never sure who exactly is tweeting what, and you don’t trust those third-party apps to manage this for you.

Luckily Twitter has finally listened to these complaints and now allows the sharing of accounts within its tool, TweetDeck.

Twitter has produced this simple video, showing how easy it is to get started with teams:

TweetDeck allows for two different permissions to be set up: Admins and Contributors. Taken directly from Twitter’s blog post here are descriptions of the different roles:

Admins: are users who sign in to TweetDeck with their personal account. As an admin, the user can Tweet from the account (plus build lists, follow or unfollow accounts, send Tweets and schedule Tweets), add or remove team members and view the team. An admin cannot access the account off of TweetDeck or change the credentials or password.

Contributors: are those people who can Tweet from and act as the account (plus build lists, follow or unfollow accounts, send Tweets and schedule Tweets). Contributors cannot view, add or remove team members, and cannot access the account outside of TweetDeck.

Fresh Egg feels this new feature can only benefit brands, and enable their social media teams to work more efficiently on Twitter.

Relevance Scores for Ads on Facebook

Facebook has introduced relevance scores as a public metric within its reporting tool for advertising. Although relevance has always been a factor in how and where ads are delivered, based on the sentiment (both positive and negative) feedback from users, it hasn’t, until now, been made available to advertisers and social media marketers.

Relevance scores have a much smaller impact on cost and placement, when it comes to brand awareness campaigns, as these adverts are based on reach rather than a specific action, such as selling a product.

In a similar way to AdWords’ quality score, advertisers can use the relevance score to reduce the CPC of their adverts, as well as supporting the optimisation of the advert throughout the campaign. For example, if a relevance score starts to decline, then it may indicate the creative is no longer pertinent to the audience, or the audience is no longer appropriate to the campaign.

As a roundup, Facebook, said: “Use relevance scores as a way to reach your audiences at lower cost, and to test and learn about your ad creative and ad targeting. But understand that having a good relevance score is not an end unto itself.”

You can find more information on Facebook’s blog post here.

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