Updates keep coming from Facebook regarding their News Feed algorithm, and while many marketers have been frustrated with the impacts of previous updates, this news is something to smile about.
Facebook’s announcement released on Tuesday generally means increased Page reach, and used optimally, this could help brands gain back some reach that the last algorithm update diminished.
More specifically, starting Tuesday, this update will mean that when a Page tags a separate Page, brand, or celebrity in a post, that content will possibly surface for followers of both Pages. This simply means that new people, outside your fan base, will begin to see your content.
For example, this post by Target that also tags Nate Berkus’ Facebook Page could quite possibly appear on both fan bases’ News Feeds, allowing Target to reach users that haven’t even liked their Page.
While this feature was already present for updates from friends, this is brand new to Pages.
The key here is to be strategic and make content relevant to both pages’ audiences. And, as always, the algorithm will continue to take into account how engaging the content is to users.
What do you think of this update? Has Facebook finally started listening to brands?
In the near future you may log into your website traffic reports to see that your search engine traffic has dropped off to some degree. You may be searching for a reason why this happened Was I penalized? Were my rankings effected? In this article I’ll explain why a recent change the search engines have made is most likely the culprit for the traffic drop.
Some time ago Google announced that due to reasons of privacy they’d be moving to secured search to protect the personal data people provide when searching. While the motivations can be debated (for instance, you can still access personal information if you pay for a PPC account), Google did allow those searches to still appear as non-paid, organic traffic in reports.
In January 2014 both Bing and Yahoo have announced that they will follow Google’s lead by switching to secure search. The kicker here is that while Google engineered this in a way to allow referrer data to pass, and Bing and Yahoo have not. So what does this mean?
It means that in the near future when you log into whatever reporting software you use you’ll see two things:
1) Your non-paid organic traffic has dropped because both Bing and Yahoo will no longer be counted
2) Your direct traffic has gone up.
In theory you could monitor the increase in direct traffic during that switch and attribute some of that increase to non-paid search traffic, but any estimation would be far from perfect. I haven’t read anything that would indicate that this traffic will be able to be tracked moving forward.
The good news is that the majority of search traffic comes from Google. The market share between the search engines hasn’t changed enough to warrant any sort of panic here. But any SEO that has a client who gets a fairly even split will want to warn that client as soon as possible that this change is coming.
The value of search marketing hasn’t changed, but this is another step toward “TV marketing”; you know it has a benefit but you cannot draw a direct link between keywords, visits and purchases.
Good news advertisers: Facebook announced on Thursday changes to their ad targeting, specifically concerning their “Core Audience” targeting options, that will begin rolling out in the coming weeks.
Facebook claims this is an “easier, more effective way to reach the right people” on the platform, as it is looking to simplify targeting features across the board — all while making them more powerful for marketers of all kinds.
These changes will allow advertisers to reach specific audiences based on four main targeting types: location, demographic, interests, and behaviors. In the US, Facebook is enhancing targeting by expanding Partner Categories outside of Power Editor, as well.
Here’s a quick rundown of the changes:
Looking to increase the number of users who see your ads that live around your business? Not only can you exclude specific geographic areas, this targeting option now allows you to customize campaigns around “any combination of geographies.” For example, country and city (Canada and Chicago), country and state (Spain and Montana), State and City (Michigan and Nashville), etc. Bottom line: this added targeting feature allows you to reach users more specifically based on location.
Core Audiences recognizes more relationship statuses, as well as changes in lifestyle (such as having a child or tying the knot). Additionally, marketers are also able to target users based off when these life changes occurred. For example, we’ll now be able to target someone if they’ve recently gotten engaged or married in the last year, or the previous 3 or 6 months. Newlyweds, watch out! More generally, Core Audiences now covers a wide variety of information like workplace, financial, job title, and much more.
Facebook has fine-tuned their interests targeting segments to simplify ad creation all while allowing you to reach more specific audiences based upon their interests. Rather than utilizing broad categories and keywords, Facebook now allows marketers to pick just one user segment or interest such as swimming or basketball.
This targeting feature lets marketers take a closer look into two things: what things users purchase and what devices they use. It’s really just that simple. Are you looking to target Droid users who are into movies? Now you can.
Overall, marketers should be excited about this simplified — but more specific — ad targeting. Not only will this practice save brands money, it will also strengthen user experience by providing the right ads to the right people. Happier users, happier marketers! This sounds like a win-win to me.