In this week’s digital marketing news, we discuss the user friendliness of updates to Instagram’s call-to-action bar, Twitter’s video website ad format, and Google Posts for My Business!
Google My Business API 4.0 Allows Businesses to Automate Google Posts
With the latest version of the My Business API, Google Posts can now be automated by third-party developers, as they do with social media accounts.
Google Posts are content written directly for Google and will appear on top of search results for the business’ name. Brands are able to curate content, including videos, photos, and gifs to entice readers without having to go through external channels. Content does disappear after a time span allotted by creators.
As of right now, Posts are limited to businesses with fewer than 10 locations. Google is currently testing support for larger businesses.
Twitter’s new Video Website Card Ad Format Increases CTRs
The new format for video ads on Twitter engages audiences and takes advantage by getting users to actually click the link. When tested, the new format resulted in click-through-rates that are twice as high as the previous format.
The ad looks like a Promoted Video and appears above a link preview or a custom headline, followed by the top-level domain of the corresponding link. For the mobile version, clicking the link creates a dual view of video and web page. The video starts and stops as the user scrolls either down to look at the web page, or back up to view the video from where it paused.
Digital marketing professionals can use the new format for ad conversions by tracking user impressions and using Twitter’s Tailored Audience to create similar audiences.
Instagram Updates Call to Action Bar For a More User Friendly Experience
When Instagram integrated the clickable link with ads, their primary goal was to get the ad to stand out. Now, Instagram moves to make ads feel more organic, creating a better user experience.
Previously, the call-to-action bar began white, switching to blue after four seconds to draw attention. Now, the color will change to reflect a primary color in the corresponding photo. By making ads look more natural, Instagram hopes to insert more ads into users’ feeds.
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