Lab Weekly: AdWords Interface, Ad Blocker & Social

Phoebe Skinner

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This week in the lab has been all about the Olympics! The excitement has gotten to us and everyone has been in high spirits as the games have begun, discussion being centred around the current 14 medals! A move around of both offices have given us a clearer distinction between the technical SEO in one room and content creation in another, meaning there is better communication and productivity for our much loved clients. In this week’s lab weekly we discuss a new Google AdWords interface and plenty of updates in the world of social including Instagram, Facebook, and Pinterest.
Google Confirm The New AdWords Interface is Rolling Out to More Users
Google announced their big change to the interface of AdWords in March this year. The software hadn’t had an update to the interface in a long time. Earlier this week,  many AdWords users were surprised to see the new UI showing when they went into their account and not long after this Google confirmed that the interface is now rolling out to more AdWords users. Google have stated.. 

“Through 2016 and into 2017, we’ll continue to build out this new AdWords experience, and invite advertisers along the way to try it out and provide feedback. Invites will be sent based on a number of factors, therefore not all advertisers will be able to test the new experience right away.”

It is very important to remember that this new change is simply only a interface design change and will not affect the core functionality of AdWords.
Ad Blocker no Longer Works on Facebook on Desktop
Ad blocking on desktop has been around for years, with users blocking the majority of ads from popular sites such as YouTube, Facebook and Google. However, Facebook has a new way of showing ads to users who have ad blocker. Although Facebook make the majority of their ad money from mobile devices, their desktop site still brings in on average $998.2 million, as of the second quarter of 2016. Many sites solve the issue of ad blocker by simply paying the providers a fee for them to whitelist their ads and allow users to see them, but Facebook went for a different approach in which will prevent ad blocker from working on its desktop site, however, ad blocking will still be available on its mobile site but it is not as big of an issue as ad blocking on mobile is not as popular.

People will no longer be able to control if they see Facebook ads or not, however, users will have more control than ever on which data advertisers can use to target them, a new Ad Preference tool will show users which brands have their contact info and offer users the ability to disable brands’ abilities to target them.
Instagram’s close copy of Snapchat’s Stories has revealed another different feature that may work in Instagram’s favour. The stories on snapchat are shown in a reverse-chronological order, with the newest stories showing at the top under the recently updated section before going into alphabetical order under the usernames once watched. Instagram has a different way of showing it stories, one in which Snapchat has even thought about changing to before, an algorithmic feed.
An algorithmic feed using an algorithm to show users the stories in which users are most interested in first, Instagram put in a similar algorithm to its main feed earlier on in the year. As only 5 Instagram stories from users can be seen at the top of the feed, by using the same reverse-chronological order as Snapchat, this could increase the chance of people missing out on stories they are interested in. With an algorithmic feed, this is reduced by showing stories that each individual user may be most interested in first. It is not known the exact algorithm that Instagram is using but it thought that it will include how much users interact with certain posts, the more you interact, the more interested you seem and the more likely for that user’s stories to show first on the stories feed.
From January until July 2106, Facebook has experienced a 52% decline in organic search for the publishers’ pages. Facebook has been cutting back the organic reach of its brand and publishers pages for years, this is so users get more of what they want to see on their news feed. With brands and publishers churning out a lot of posts, Facebook are aware that this can block people’s news feeds. This is why they have been consistently making changes to their algorithm, to make people happy about the content on their news feed so they keep coming back.
Due to an algorithm change at the end of June and to keep people’s feeds centred around their friends and family, Facebook has stated that publishers will need to require on shares rather than their posts directly appearing in news feeds. For publishers to take advantage of this, they will need to adapt to video posts which get the highest amount of interaction. Unlike the majority of brands and publishers pages, a few exceptions such as PopSugar and Thrillist Media have seen their organic search rise because they have been experiencing major interaction with their video posts. Video indisputably performs the best with having on average 8 times the reach and 12 times more shares than other forms of posts.
Pinterest have recently announced that they are going to let marketers in both the US and the UK buy ads through their auction, this will be based on how much they are willing to pay for each impression. These ads will appear in the same places as Pinterest’s other auction-based ads including search results in people’s home feeds and category feeds. Before this change advertisers that wanted to buy Pinterest ads through its ad auction could only bid based on how many people clicked on or engaged with their ads. Click-based buys are good for direct response advertisers such as e-commerce companies. But some brand advertisers don’t care as much about earned attention than what they do maximum attention, which is why Pinterest are making this change.
Brands can now tell Pinterest the maximum number of times they would want someone to see their ad and then Pinterest will do their best to to get the ad in front of the most people depending how much the brand is willing to pay and how specific the audience they are targeting is. Pinterest published a blog post earlier this week when announcing this option, included in the blog was.. 

“By using this new solution, you’ll get more impressions for your campaigns at more efficient rates and drive higher results.”


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