Here is our take on the most notable stories in Digital and Social Media Marketing from last week.
Despite the highly-anticipated holiday weekend, last week brought plenty of news about mobile. Google showed the world their redesign plans for a mobile-focused AdWords and Analytics platforms, a Nanigans report showed that the numbers for the Facebook Audience Network are continuing to look very promising, and in a move that signifies a shift towards mobile, Facebook is shutting down Facebook Exchange, their desktop-based retargeting ad exchange.
Media Post | May 24, 2016
Google is making significant changes to their AdWords and Analytics platforms to cater to the growing mobile-first world. While a full update list has not been released as of this article, some of these announced updates revolve around location-based targeting, more flexible options when it comes to bidding for ads, and more flexibility in terms of ad creative. Early testing of the new platform is showing a 20% increase in click-through rates.
Google has reported in the past that more than half of the traffic measured by Google Analytics come from a mobile device, so it was fitting that Google focus their tools to the mobile world. On the Analytics side, this update will be a huge plus for advertisers because of the potential strategies that can be launched due to the insights received from collected mobile data. On the AdWord side, all of the new features mentioned above will allow advertisers to bid more efficiently, increasing ROI of digital campaigns.
Marketing Dive | May 23, 2016
Nanigans have found that ads served via Facebook Audience Network (FAN) are performing at an amazing rate. According to the report, FAN ads garner a 65% higher click-through rate and 72% less CPM over "traditional" Facebook ads. For ads that are driving mobile application installs, advertising with FAN has shown a 28% lower cost per install and a 26% increase in total app installs.
In short, if you are advertising on Facebook now is the perfect time to advertise on the Facebook Audience Network. With lower CPMs and a lower cost of engagement, right now FAN might be the best "bang for your buck" when it comes to Facebook advertising.
Media Post | May 25, 2016
Facebook has decided that it will shut down Facebook Exchange, their desktop-based retargeting ad exchange. With the success and rise of Facebook Audience Network, Facebook believes that mobile their continuous focus on mobile is better worth their time.
Globally, more than three quarters of Facebook users log in through mobile. As one can imagine, with the addition of Instagram and FAN to their advertising arsenal, advertisers are buying more mobile ads than ever on the social media giant's ad platform. The world is evolving into a more mobile-centric society, so Facebook’s choice to discontinue Facebook Exchange is a well calculated one.