Social Media Advertising News

Save the date and join us January 12-13, 2021 at the Search Engine Journal SEJ eSummit virtual conference to learn from a variety of speakers about an assortment of digital marketing topics.

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Like most things in life, that when you think you have a solid grasp on something, there is a shift and you need to pivot. After all, balance is a continuous dynamic state, and sometimes the weight of things on that existential scale can drastically change. We certainly were not alone as we headed into this sixth year of business and had to adjust at a moment’s notice as the globe was suddenly impacted by a pandemic that we had hoped and perhaps didn’t expect, would cause such a drastic effect on our health and our economy.

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Facebook gives ecommerce brands a wide array of advertising products, but few are as efficient at driving sales as Dynamic Ads. The ad format is designed to serve up ads to users who have already expressed interest in a product by visiting the advertiser’s website or app or have shown interest in similar products.

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Looking for a way to level up your paid search and paid social strategy, account management, and overall performance? We have you covered! Join us as our President, Akvile DeFazio co-hosts alongside Navah Hopkins, Director of Paid Media at Hennessey Group and Steve Hammer, President and Co-Founder of RankHammer for the Pubcon Pro 2020 virtual advanced PPC workshop on Tuesday, October 13.

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Two years ago LinkedIn completely overhauled Campaign Manager, its self-serve advertising platform. Since then the company has continued to update its ad targeting capabilities – adding features like retargeting by video or lead gen forms, brand awareness campaigns and audience engagement insights. With more than 700 million global users, the social network designed exclusively for professionals has become a primary platform for advertisers wanting to connect with B2B decision makers.

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Instagram first launched Stories Ads in March 2017. The ad unit was a quick hit, with advertisers seeing a significant uplift in ad recall right out of the gate. Last year, ad tech platform Kenshoo reported that Stories Ads accounted for nearly 20% of ad spend on the platform during the second quarter of 2019, with the share of spend on Stories Ads doubling year-over-year.

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Consumer buying habits have significantly shifted this year since the start of the outbreak. Ecommerce has surged during the last six months, with online purchasing trends set to continue through the end of the year and beyond – greatly impacting the 2020 holiday season. Last month, eMarketer reported it expects there to be a 10.5% decline in total U.S. retails sales this year because of social distancing measures, but that ecommerce will likely grow by as much as 18% by the end of 2020.

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Facebook’s Click-to-Call ads, that allow advertisers to include a “Call Now” button in ads displayed on mobile devices, have long been available via the ad platform’s Reach objective campaigns. But recently, we noticed a way to run Click-to-Call ads via Website Traffic objective campaigns. This is a valuable update for advertisers as it opens the door for more direct engagement with consumers across the site.

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Last year, Facebook began enforcing a new ad policy that impacted real estate agents and agencies: advertisers running any housing-related promotions would have to select the “Special Ad Category” when creating ad campaigns. The goal was to prevent discriminatory advertising – a necessary and beneficial practice – but the new policy swiftly changed how real estate agents used Facebook’s ad platform, no longer allowing them to target ads by zip codes, age or gender.

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The pandemic has severely impacted small businesses across the globe, with shelter in place policies putting many at risk of permanently closing if they haven’t already. According to Facebook’s most recent Global State of Small Business Report, more than 25% of the 30,000 SMBs surveyed said they had closed between January and May of this year. Nearly two-thirds of those still in operation reported sales were down “significantly so” compared to last year.

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