The latest news in the world of digital marketing has been summarised by the SocialB team! Catch up on the latest, like Facebook users being able to see who paid for political ads, eBay adding visual search on the mobile app, Snapchat adding a conversion tracking tool & Google expanding it’s ‘Home Services App’.
It’ll Be Easier To See Who Paid For Political Ads On Facebook
Facebook is following in Twitter’s footsteps by introducing new policies for all political ads without waiting for a legislation to catch up. On October 27th, the social media platform shared their updated plans to improve their transparency within advertising, this comes after the ongoing process of testifying before Congress about the Russian interference in the 2016 U.S. presidential election.
In November, Facebook will start testing several changes for ads in Canada and it’s not only for the Facebook political ads. In a near future, all pages that use paid ads will have a “view ads” option, this will let Facebook users see what ads the business is currently running on Facebook, Messenger, and even Instagram. At this stage, they will only show ads that are currently running, not previous ones. In the future, they could potentially expand and allow Facebook users to see an archive of old ads for the political category but the archive would only begin collecting ads once the feature has been launched. You will be able to see how much a business has spent on Facebook ads, how many people have seen it and the demographic that was reached.
The tool isn’t going to be rolled out in the U.S. until Summer 2018, this will be in time for the November midterm elections, the tool will start rolling out more globally to other countries around the same time next year
eBay Adds Visual Search Feature To Mobile App
This week, e-commerce giant eBay added their visual search feature to the entirety of their 1.1 billion listings. Previously, the feature was just available on their Motors app but they have now rolled the broad new image recognition feature out across their main mobile app, allowing users to use pictures instead of words to search through eBay’s listings.
The first feature will allow users to ‘share’ an image that they’ve found on the web or on social with Ebay. The app will then crawl though it’s listings to find products that are similar to that image! The second feature does the same thing but using the photos that users take and store on their phone’s camera roll. These features will be known as ‘Find It On Ebay’ and ‘Image Search’. Pretty neat!
eBay explained how this feature will work;
“When you upload images to run Find It On eBay and Image Search, we use a deep learning model called a convolutional neural network to process the images. The output of the model gives us a representation of your image that we can use to compare to the images of the live listings on eBay. Then, we rank the items based on visual similarity and use our open-source Kubernetes platform to quickly bring these results to you, wherever you are in the world.”
We have to say, this sounds very cool, as so often we see items we want without a source. We can spend hours thinking about it and trying numerous search terms to find it, only to, usually, fail. We’ll be testing these features ASAP!
Google Is Expanding It’s New ‘Home Services Ads’
Now available in 17 cities in the US, Google’s new home services ads are seeing success in a variety of cities across the US. Previously known as Local Services by Google, Google Home Services Ads make it easier for local service providers such as plumbers, electricians and carpenters to gain and manage leads from local Google searches. Much like the other instant answer features Google has recently been adding, Home Service Ads will appear at the very top of search results and entice users to click-through to them. In this case, however, they will be paid for through the AdWords platform. While other companies such as Amazon and Angie’s List are aiming to compete for local services, Google is offering a ‘Google guaranteed’ badge that will ensure Google will cover claims up to the job invoice amount if a customer is unsatisfied with the work. While other companies such as Amazon and Angie’s List are aiming to achieve local service discovery, the question is open as to who will dominate this opportunity (time to step up the game, yell.com?)
SnapChat Finally Launches Conversion Tracking Tool
SnapChat has announced that it will be releasing a new pixel which will allow advertisers to track engagement and conversions through the platform. The long-awaited announcement will be good news for advertisers who, up to this point, have been unable to see the direct conversion data for advertising on SnapChat. The ‘Snap Pixel’ is a piece of code that gets installed onto the advertiser’s website and will allow them to track conversion data via Snapchat’s Ad Manager. It’s a big step forward for the platform and it will enable advertisers to measure whether someone visiting and converting on their website has viewed their ad, even if they didn’t directly click through.
Marketing Land reports that advertisers will initially be able to choose from 9 predefined conversion events:
- Start Checkout
- Add to Cart
- View Content
- Add Billing
- Sign Up
- Page View
For the time being, the pixel can only be used to track conversions, but by the end of this year, advertisers will be able to use the tool to remarket to users who have visited their website.