[Ep75/20Sep21] - Google Ads Phrase & Broad Match Keyword Preferability & Other Digital Marketing Updates from the Week of Sep 20, 2021

#TWIMshow - This Week in Marketing

1. TikTok Shared Holiday Marketing Guide to Assist with Strategic Planning - This week, TikTok has published part one of its 2021 Holiday Marketing guide, which outlines some key usage stats, important shopping dates to note, and even provides a calendar overview for planning your outreach.

TikTok will provide more tips next week – you can check out the full overview here, or the infographic summary below.

2. LinkedIn Launches Updated Lead Gen Forms Integration - LinkedIn has made collecting audience data a little easier with the launch of a new Event Registration trigger in the Lead Generation Forms integration for Zapier, enabling you to connect your gathered lead gen forms info with third-party tools and apps.

For example, using the Zapier/LinkedIn lead gen integration, you could create an automation flow that automatically adds a webinar registrant in Zoom every time someone signs up for your event, or you could add all Lead Gen Forms responses to a Google Sheet for easy sorting and retargeting.

3. Microsoft Advertising launches Marketing with Purpose Business attributes - New attributes from Microsoft Advertising allow businesses to indicate their dedication to “responsibility, how your brand values align with the values of your customers, and how your brand is being inclusive,” said an announcement from Microsoft Advertising.

“Marketing with Purpose Business Attributes allow you to communicate quickly and easily how your brand is ‘for someone like me.’ They allow you to be authentic, which is the key attribute to building trust with customers,” said the blog.

Marketing with Purpose. This initiative is exclusive to Microsoft Advertising and follows the lead the company has taken with its Marketing with Purpose playbook and course. The idea behind the initiative is to “build a brand that’s welcomed into people’s lives by earning genuine trust, upholding their values, and inclusively advertising.”

Attributes included. The attributes advertisers can choose from fall under four main categories: inclusion, environmental, community/social responsibility, and accessibility. Within those categories, there are 32 attributes that a business can choose.

4. Facebook Shared Its Content Distribution Guidelines - On Sep 23, Facebook published Content Distribution Guidelines to share more detail on how content is distributed on Facebook. While the Community Standards make it clear what content is removed from Facebook because they don’t allow it on the platform, the Content Distribution Guidelines make it clear what content receives reduced distribution on News Feed because it’s problematic or low quality. Many of these guidelines have been shared in various announcements, but in efforts to provide clarity and make them more accessible, they brought them together in one easy-to-navigate space in their Transparency Center.

There are three principal reasons why they might reduce the distribution of a content:

• Responding to People’s Direct Feedback: They listen to people’s feedback about what people like and don’t like seeing on Facebook and make changes to News Feed in response.
• Incentivizing Creators to Invest in High-Quality and Accurate Content: They want people to have interesting new material to engage with in the long term, so they’re working to set incentives that encourage the creation of these types of content.
• Fostering a Safer Community: Some content may be problematic for their community, regardless of the intent. They’ll make this content more difficult for people to encounter.

5. Facebook Testing 'Community Awards' to Encourage Engagement in Groups - Facebook’s trying out another way to boost positive contributions in groups, with a new feature called ‘Community Awards’ now in live testing.

The idea is that by rewarding more engaging, more beneficial interactions, that you can encourage individual users to interact more often, while the awards will also highlight to other group members what types of comments you want to see, which could help to improve overall interaction.

Facebook’s tried similar group engagement markers in the past, with ‘Top Fan’ and other badge types to recognize key contributors.

6. Facebook Updates Business Ad Options in Reaction to iOS Update - Apple’s recent privacy changes messed up Facebook’s Ad business so much so that the company warned that the impact of Apple’s privacy changes will more severely impact its Q3 earnings. Vice president of product marketing Graham Mudd said in the blog post that Facebook estimates that in aggregate, it has been underreporting iOS web conversions by approximately 15%; with individual advertisers falling into a broad range. Mudd said the company believes real-world conversions, such as application installs and sales, are higher than what is being reported to advertisers, writing, “We’ve heard from many of you that the impact on your advertising investment has been greater than you expected. The cost of achieving your business outcome may have increased and it’s also gotten harder to measure your campaigns on our platform.”

Now to counter this issue, Facebook has rolled out new features that include expanded click-to-chat options from ads where “businesses can choose all the messaging platforms where they’re available to chat, and we’ll default the chat app in your ad based on where a conversation is most likely to happen,” according to the announcement.

You can also start a WhatsApp chat from an Instagram profile, and the company will “begin testing paid and organic tools to help small businesses find and qualify leads directly within the Instagram app,” said Facebook. New communication options include a test to allow “businesses to manage emails through Inbox and send remarketing emails from Facebook Business Suite,” as well.

“We’re also introducing File Manager, a new feature that allows businesses to easily create, manage and post content within Facebook Business Suite. Lastly, we’re making post testing available in Facebook Business Suite to let businesses test and compare multiple versions of a post to see which one people are more likely to engage with,” said the announcement from Facebook.

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