Laura Colford, Steven Kerr, Robert Ferguson
This week Laura explores the latest in visual search, Steven advises us on the new events markup report in Google Search Console and Robert updates us about Facebook's decision to close down partner categories.
“Point, Shoot and Shop”
A few weeks ago, one of our Friday Briefings featured the competitive advantages brands are gaining through AR, but as can be expected in our fast-paced marketing environment, a new trend is already on the horizon. This with millennials in mind.
Wondering ‘what goes well with that top?’ or ‘what is the make of the car parked outside?’ This is where visual search comes in to play.
Snapchat announced that it was testing a new tool this week, to allow users to take a picture of a product or barcode. It would then launch the Amazon product page, taking them to the point of purchase. Not to be outdone, Google announced the integration of its AI-driven Lens into searches, to help users find out more about the product and improve image orientated searches. It incorporates the ability to examine images and detect objects within them, pushing potential consumers to relevant images and product pages.
With Pinterest, eBay and Bing following suit with their own visual search tools, a new marketing channel is opening up, directly tapping into hunger for technology amongst young social media users. This week eMarketer asked millennials from both the UK and US between the ages of 18-34 which new digital technologies they would be happy using as part of their digital shopping. The results showed that 62% chose ‘ability to shop by image’. Other options in this survey report included, AR ‘try before you buy’ and live chat ‘digital assistants’.
Whilst it’s still early days this emerging technology, the results of the survey reveal that practical applications are resonating with potential consumers as visual search looks to champion over the more novelty applications of augmented reality.
Laura Colford, Content Editor
Event markup to rich results report has been added to Google Search Console
Yesterday; the 27th of September, marks 20 years since Google was started. How did they celebrate? Balloons? A huge party with their 1 billion users? Nope! Instead they celebrated by adding event markup to their rich status report within Search Console.
As you may be aware, Google only previously gave rich status reports for the purpose of job posting and recipe markup – but now this also includes event markup.
This was noticed by Aaron Bradley on Wednesday morning via Twitter:
Information on Event markup is now available in Google Search Console as a rich result status report https://t.co/lZKuPgpJ0b
— Aaron Bradley (@aaranged) 26 September 2018
With this update, search giants Google are now sending out notifications to verified Google Search Console sites that have problems with their current event markup.
What does this mean to marketers?
Perhaps you regularly post and promote events, conferences or meet-ups? Now you have the ability to amplify your search result snippet with event markup. If your markup is in-accurate, Google will more than likely inform you of the changes you should make. Check your email! If Google has found any problems with your event data markup, you’ll have been notified.
Is the report easy to access?
Short answer is... yes! Providing you have events on your site, and are currently using markup to support them, you can easily click to the ‘enhancements’ section by scrolling to the bottom of Search Console. If you spot the Rich results section you have be ability to view any event markup fixes.
Steven Kerr, SEO Executive
Facebook to close-down partner categories, full stop
Facebook is set to close-down use of all Partner Categories are targeting options on October 1st. The change has been phased-in gradually for several months, with UK advertisers already blocked from creating new campaigns using these options since May 11th, but if you have seasonal campaigns from last year you want to duplicate in 2018, you might not be aware of the change yet. Facebook recently sent out an email to advertisers, warning them that they may have campaigns using these now-defunct targeting options. Here’s the email:
Partner Categories are based on information provided by Facebook Marketing Partners with the Audience Data Provider specialty. These categories allow you to target users based on information compiled by these partners, such as offline demographic and behavioral information including homeownership or purchase history. For businesses that don't have access to customer data of their own to create Custom Audiences, Partner Categories were useful to try and segment audiences based on behaviour outside of Facebook.
For advertisers who are wondering how to replace these targeting options in their campaigns, the system will suggest some alternative audience types that Facebook gathers from it’s own data, although they might be of limited use compared to the rich consumer data that partner firms like Acxiom and Experian were providing. In the example below, Facebook suggests replacing leisure travelers with an audience of people interested in Travel + Leisure, but some high-net-worth audience segments won’t have a ready-made replacement.
If you want some help with how to optimise or build Facebook campaigns after this update, call Dog’s paid media team on 0141 572 0730 or email firstname.lastname@example.org
Robert Ferguson, Head of Paid Media