Digital Marketing Success With The New Facebook Algorithm

Facebook and Instagram have recently tweaked their algorithm in order to provide a better experience for users. This also means a few new changes for online marketers to get to grips with. To get the most out of your digital marketing campaign, brush up on how the algorithm updates affect audience interactions and what you can do to make things more effective.

Facebook Algorithm
Facebook Algorithm

These recent changes have left brands worried about whether their organic reach will take a hit under the new rules and lower their Facebook audience.The algorithm is broken down into four parts:

  • Inventory (content)
  • Signals (considerations about content)
  • Predictions (considerations about person)
  • And overall score.

Signals are what brands and marketers focus on to have the content viewed by an increased number of users on the news feed. In previous times, Facebook used many signals to decide which posts would be shown to users, including average time spent on content, when it’s posted, story type, a person sharing links over Messenger, comments or likes, multiple replies to comments on a video, the level of information provided, and overall engagement. But now it will use just the active interactions instead, such as comments and shares, so a person sharing a link over Messenger, multiple replies to comments on a video, engagement with a publisher or brand post shared by a friend and comments or likes on a person’s photo or status update.

Facebook values person-to-person connection over person-to-page and therefore will prioritise posts from family and friends over public Page content. This sparks more active engagement from Facebook users. The content is more personalised and worthy of conversation.

There is a difference in active and passive interactions. Active includes comments, sharing and reacting, while passive includes clicking, watching and viewing / hovering. Commenting is very valuable and posts that lead to conversation between people rank higher in the news feed. In fact, live videos get six times as many interactions on average than standard videos. Facebook have advised publishers not to use bait tactics when posting content, such as asking for likes or tags.

Sharing is also important and includes users sharing links or content via Messenger and engagement with a publisher post shared by a friend. Reacting is a form of active engagement and helps brands to reach a wider audience.

So three main tips for brands to focus on during a digital marketing campaign are:
– Create content that connects like-minded individuals
Instead of creating content for your brand, create it for the people. Spark emotion to lead to a share
or a comment. Get to grips with your audience’s motivations, challenges, and what they care about and want to interact with. Content should be interesting and serve a purpose.

– Post content that naturally establish meaningful interactions
Video is a popular and powerful tool with marketers and brands. It is eye-catching and performs
better than links and images in terms of engagement. Live videos are even better.

– Activate niche communities through Facebook Groups
With more than one billion people using Facebook Groups, it is a vital part of the social media’s
user experience. They build active and engaged communities about various topics. Users can
make new friends all over the world and learn new things.

The Mobile Traffic Takeover

infographic
 
It was just a matter of time, wasn’t it?
The inexorable advance of mobile device traffic from paid sources has culminated, in at least one instance, in desktop, laptop & tablet traffic being overtaken in terms of click volume – it’s a big deal.
The shift in behaviour has not been a slow burner, with mobile traffic in one campaign going from 20% to 50% in just 2 MONTHS!!!
We have now all been exposed to Google’s Enhanced campaigns for well over 6 months and the new features at our disposal are commonplace in the majority of the accounts we come across as an agency. It is no different for existing accounts either.
New features have been used extensively throughout the campaign example in my graphic above, such as mobile bid adjustments and mobile preferred adverts with specific call to actions. What it does not explain is why there has been such a surge in mobile engagement, at the expense of other devices and fixed access internet users.
One theory could be that we are simply able to fit more relevant clicks into our budget. We have observed that mobile device CPCs are still lower than their desktop/tablet equivalents, with higher average positions also being noticed. Higher positions and lower CPCs = win/win right?
Possibly. It depends so much on your vertical. A lot of online retail clients are not seeing the same percentage of mobile traffic coming through naturally, so the opportunity is not always there. The service-based campaign example above will have completely different objectives and results to that of a mass online retailer.
I would still recommend that if your percentage of mobile traffic from paid sources is over 25, I suggest taking optimization for mobile users seriously because this could mean cheaper, more relevant clicks that would not have been otherwise received. We began optimizing for mobile when we noticed mobile traffic at around 18% in April. If the general online consensus tells us mobile traffic is overtaking desktops/laptops now in 2013, then in 2014 it will most likely be the case for almost everyone, regardless of their industry.
Written by Dominic Hart, PPC Specialist

Google Acquires AdMob

Mobile Advertising is moving fast and it could be just waiting for a tipping point and avalanche may just start. Google seems to be making sure that it rides on the wave too. Google today officially announce acquisition of AdMob (www.admob.com). The blog post ” We’ve officially acquired AdMob! ”  covers the news.
AdMob is one of the world’s largest mobile advertising networks, offering solutions for discovery, branding and monetization on the mobile web. AdMob’s Mobile Advertising Network help advertisers reach out to the targeted audience. The system also helps the mobile site owners monetise their mobile web property.
Mobile advertising is growing and its becomes an important aspect of the customer acquisition strategy. Google plans to get its search expertise along with AdMob’s solutions to get a compelling proposition for both advertisers and mobile websites / applications
With the increased usage of Smart phones its inevitable that search will happen on mobile device. Their is definitely a good amount of increase in the mobile search and the trend will grow exponentially with the new devices coming up. Nexus one allows people to speak out search queries and I am sure many new features in the smartphone category will push people to have mobile search as happening realllity that hypothesis.
Not just mobile websites but the mobile apps are gluing the users to be more and more on mobile for their daily entertainment / news / social media / … needs. AdMob has been an ideal target for Google to enhance in the Mobile Search space. AdMob was one of the first companies to serve ads inside mobile applications on the Android and iPhone platforms.
Advertisers,  Agencies  and PPC Service Providers must use the benefits provided by the union of Google and AdMob in the coming months
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