Facebook updates its data access tools, publishes three new Facebook guides that will help businesses deal with the COVID-19 pandemic’s impact as well as launching a new set of video features, Google adds better control over your Search Console user-level preferences, LinkedIn launches ‘Conversion Ads’ and limited GMB functionality due to the pandemic.
“Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks.” – Neil Patel
In this article, we’ll cover the following recent digital marketing news:
- Facebook updates Data Access tools, publishes new guides for businesses to help them deal with COVID-19’s impact and releases a new set of video features
- Google launches new features giving site owners more control over their account preferences
- LinkedIn helps businesses capitalise on the rise of messaging by launching ‘conversion ads’
- Google My Business is not working as expected during the pandemic
Ready to dive in?
Social Media News
Facebook Updates Its Data Access Tools, Publishes Guides To Help Businesses Amid the COVID-19 Pandemic and Launches A New Set Of Video Features
The social network will be adding new sections to its data access tools for Instagram as well as Facebook. The reason. To provide more transparency over the information that’s collected on users’ activities as well as to show how it uses that information in order to show more relevant content and ads.
Facebook states that “over the last decade we’ve been working to extend the functionality of our self-service data access tools to help people access data in meaningful ways. Today’s step is part of these efforts. There have also been growing efforts by many policymakers and regulators to enhance people’s rights around access to their data. These laws include the General Data Protection Regulation (GDPR) in Europe, which was implemented in 2018; and, the California Consumer Privacy Act (CCPA), which took effect earlier this year.”
The new elements that will be included in the data report are –
1) additional information about the user’s interactions on both Facebook and Instagram;
2) more inferences about the content users engage with in order to improve experiences; and
3) a list of categories that are assigned to each Instagram user which is used to suggest content in the Explorer tab.
Despite the fact that history shows people will probably not use such tools, it’s a nice move from Facebook to provide more transparency over the information it collects from its users.
Facebook Guides To Help Businesses Amid The COVID-19 Pandemic
Not so long ago, Facebook was providing guidance for businesses impacted by the major fires across Australia. Now, the social network has published a new set of guides with the purposes of helping businesses (in a wide range of sectors) to deal with the latest major event which has effectively put most of the world on lockdown – the COVID-19 pandemic.
The short guidebooks offer practical advice on keeping yourself and your staff safe, while also protecting your customers; and, maintaining connection, and operations, where possible, via your Facebook properties.
New Facebook Video Features
With more and more people working from home throughout this pandemic, Facebook has launched a new set of video features which are designed to help creators build audiences for their video content as well as to increase their discovery rate.
As marketers, the four key updates you should know about are –
1) updates to the bulk uploader;
2) updates to playlists;
3) new ‘bulk actions’ features; and
4) a brand new ‘series’ feature which allows marketers to organise content into episodes.
Considering the increasing rates in viewership for video content, it’s no surprise that Facebook is providing a pathway into Facebook Watch for regular creators.
Search Engine and SEO News
Google Adds New Account Preferences Controls To Search Console
Google announced that it has released a few new features in Google Search Console (GSC) that will give site owners more control over their account preferences. The company will also give site owners greater control over which types of emails they want to receive.
? Want better control over your Search Console user level preferences? Here you go!
✔️ NEW: Choose whether to show performance data for your property directly in Search results.
✔️ ENHANCED: Choose which types of emails you want to get.
— Google Webmasters (@googlewmc) March 30, 2020
Performance data. According to Google, users will have the option to choose whether or not to show performance data for their property directly in the search results. Initially, search console data in search results began popping up back in 2018 –
— Jared Gardner (@digagardner) October 3, 2018
In the past, site owners were not able to choose whether or not they saw a ‘summary card’ in search results; but now they can.
Email preferences. Site owners can now also tell Google which types of emails they want to receive. In the enhanced email preferences page, they can enable (or disable) emails of specific types. Or, disable email notifications altogether. However, keep in mind that if you unsubscribe from any or all emails you can still see the message in the message panel for your property. Thus, no need to worry about missing important emails.
Why should you care? One of the bigger nuisances SEOs have with GSC is the fact they get one too many emails from Google. With the new preferences features, users can now control the email notifications they receive; as well as, whether or not they want Search Console data to be visible in search results.
PPC and Ads News
LinkedIn Launched ‘Conversation Ads’
LinkedIn is rolling out a new type of messaged-based ad aimed at providing members with more personal as well as engaging ways to interact with prospects.
The ‘Conversation Ads’ option will essentially enable users to add clickable CTA buttons that the recipients can choose from in-stream. It’ll make the Sponsored InMails more engaging – and more interactive; which, consequently, could help to drive better results.
Among the various options, the in-message CTAs can be things such as: ‘Visit website’, ‘Register for Webinar’, ‘Sign up for newsletter’, ‘See case studies’, ‘Sign up for demo’, ‘Learn more’, ‘Tell me more’, etc.
Of course, there are limitations on how many CTA buttons users can add. So, this is less likely to be an issue with Conversation Ads; and, with more people engaging with messages on the platform, it could be a good option to consider.
Digital Marketing News
Google My Business Is Not Functioning As Expected During COVID-19 Pandemic
Google is temporarily removing a few Google My Business (GMB) features as a result of limitations caused by the COVID-19 pandemic.
Things such as new local reviews, review replies and new Q&As, will be disabled until further notice. However, keep in mind, existing reviews, review replies and Q&As will still be visible.
Initially, a lot of local SEOs were surprised by what was happening despite the fact it was mentioned in Google’s announcement regarding the restrictions and limitations of GMB’s functionality during the COVID-19 pandemic.
There are a LOT of things with Google My Business that are not functioning as normal right now due to COVID-19. Many of these just started on Friday. I have compiled a list of everything I’m seeing thusfar here: https://t.co/F6IqRRxrA3
— Joy Hawkins (@JoyanneHawkins) March 23, 2020
Despite Google stating its intent to prioritise “open and closed states, special hours, temporary closures, business descriptions and business attributes edits”, there were quite a lot of SEOs that were unhappy about the numerous problems within GMB.
Furthermore, the company has stated that during this time, they’ll be prioritising critical-health related businesses meaning other businesses should expect delays for publishing new listings, claims and verifications.
However, a few days after users have spotted that GMB posts have been disabled, the company announced on Twitter they have resumed post services as of March 31.
Business posts were temporarily disabled and have now resumed. For more information, check out our Help Center→ https://t.co/cbEOr72wSR
— Google My Business (@GoogleMyBiz) March 30, 2020
Why should you care? For a lot of business owners and multi-location brands having the ability to update their GMB listing in order to provide consumers with updated hours or store closure information is of crucial importance (see Google’s instructions for further details).
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In the meantime, you can take a look at our email marketing blog for useful advice, tips, tricks and best practice. We will also keep you up-to-date with the most recent email news, social media news, search engine news as well as PPC & Ads news.