Google’s Third Payday Loan Algorithm, Instagram Adverts and Google My Business – Digital Marketing News

Hello and welcome to Fresh Egg’s Digital Marketing News. In this edition we talk about: Google’s Payday Loan Algorithm, Instagram adverts, Facebook organic reach and the World Cup.

Google launching Payday Loan algorithm 3.0

Following the release of the second iteration of the Payday Loan Algorithm a couple of weeks back, Matt Cutts, head of webspam at Google, has announced the third update rolled out on the 12th June. Why is it rolling out after only a couple of weeks? Well, the two roll-outs target different signals. While the second version targeted ‘spammy’ websites, version 3.0 will target spammy queries, terms such as ‘payday loans’ and ‘casinos’.

Instagram adverts arrive in the UK

Instagram have announced that after a successful rollout of adverts in the US, they are going to follow suit in Australia, Canada and here in the UK. An example advert can be seen below.

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Instagram is initially limiting who can advertise within their platform, and also has strict rules about the imagery itself, including no text, no products and oddly enough, no use of filters. The company has also reassured users that they won't see the same adverts twice inside the app.

Advertisers have already reported positives from the US campaigns, with Taco Bell reporting a 43% increase in followers after a month.

This follows the recent update to Instagram that allows users further editing options for their images, allowing you to adjust brightness, contrast, sharpness and much more.

Google introduces ‘Google My Business’

Google is claiming to have brought together ‘the best of Google’, as it says above. But has it?

Google has created a business centre that is accessible to users that have a Places account or Google+ Business page which can be located by selecting the grid dropdown when on your business page.

The Google My Business dashboard features:

  • G+ status share box
  • Google+ Insights (Google has finally added G+ analytics!)
  • YouTube Channel link and overview of stats
  • Google Analytics
  • Start a Hangout option

And it looks like this:

The design is clean and simple, and the addition of Insights, while very simplistic at this point, is welcomed. This is all great in theory, but the Fresh Egg inbound marketing team can already see two potential issues.

  1. If you, like many businesses, have your Google Analytics and/or YouTube account set up with a different email address to your Google+ account, this will not offer you much additional functionality or easier management
  2. Google+ Local still appears to be in an elusive parallel universe that isn’t joined up to this new set up

What do you think of Google My Business? Has your Google+ Local Page been linked up?

Organic reach on Facebook

Facebook answered the common questions from users on organic reach within the platform; these include, but are not limited to:

Why is organic reach declining?

  • "more and more content is being created and shared every day" and "The News Feed is designed to show each person on Facebook the content that’s most relevant to them"

Why not just show everything — every piece of content from every friend and Page — and let people decide what they want to see?

  • "People only have so much time to consume stories, and people often miss content that isn’t toward the top when they log on"

Is organic reach dropping because Facebook is trying to make more money?

  • "No. Our goal is always to provide the best experience for the people that use Facebook."

So, how should I use Facebook for my business?

  • "Organic content still has value on Facebook, and Pages that publish great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives — can still reach people in News Feed"

The full answers can be found at

How Twitter, Google and Facebook are gearing up for the World Cup

Twitter is heavily pushing interaction with the World Cup, featuring ‘choose your side’ options that unlock extra features, pages for each individual match (based on algorithms, not just the hashtags) and a hub for all the news, scores, commentary and relevant tweets from teams, players, coaches, journalists and fans in the stadiums at the World Cup. Even Vine has got in on the action!


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Following the first match between Croatia and Brazil, Twitter has released even more data, including:

Other sporting events are also going to be promoted heavily on Twitter, including short video highlights from Wimbledon.

How are Google and Facebook matching this?

Google provide in-depth information on world cup searches, including all the information on the current groups, and in-depth information on the scores, line-ups and schedules for each national football side.

Google Trends have also got involved showing “a unique glimpse into what the world wants to know” and the news stories that are coming out of the individual teams and matches.

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As well as providing even more data in Google+ statuses, top questions and global interests (Look how the ‘national feelings’ changed following the result!).

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Facebook have created an interactive map where it shows the fanbases of the key footballers at the World Cup. The image below shows the cities where Cristiano Ronaldo is popular. There is also a feed that pulls in statuses with the hashtag #worldcup.

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For further information on Twitter, Facebook and any other digital marketing advice your business may need, contact our team here.

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