This week in digital marketing: Ecommerce finds its way into Instagram with shop-able photos, Google’s Home Services update causes a nightmare for home businesses, Snapchat rolls out Context Cards, and Adwords overspends advertisers daily budgets–without permission, but is it as bad as it sounds?
Instagram collaborates with Shopify
Ahead of the fast approaching holiday season, Instagram has paired with Shopify to make shopping on the social platform even easier. Shopify already collaborates with Facebook, Pinterest, Buzzfeed, and other platforms with the goal of being the future of Ecommerce.
Shopify and Instagram will select certain merchants to test the new feature and give them the ability to tag showcased products. With the potential to reach Instagram’s 800 million monthly active users, this isn’t something to bat an eye at. The feature will be tested by the select merchants this season, including during Black Friday and Cyber Monday.
Shopify and Facebook are already integrated, so brands can easily link their Facebook catalog to Instagram. Customers can view product details and purchase right from the post without ever having to leave the app. The seamless integration is highly beneficial for both brands and customers who may be deterred by laborious shopping methods.
Google expands Home Service Ads, wipes out local listings
In an effort to combat spam from lead generation companies and weed out fake home-based businesses, Google expands Home Service Ads to markets across the country. However, the update is completely removing businesses from local ads. Google has been uncharacteristically tight lipped about the update, without announcements or an up-to-date help article.
When Google tested the new feature in San Diego last year, 86 percent of the listings in local results without a physical storefront disappeared. Understandably, this has caused a bit of panic for other home-based businesses who may not know when their city will be included in the change. Thankfully, there are a few ways to survive the update. Businesses can do the following:
- Pay for the Adwords Home Service Ad pack. This will get them a Google Guaranteed badge, access to the Home Service app, premium promotion, and more.
- Turn their homes into a storefront with onsite signage visible from the street.
- Have their location staffed during business hours.
Spammers are also responding to the new guidelines by posting signs, taking pictures, and then pulling signs down. However, other small businesses are aware and have been reporting them.
Adwords now automatically spends twice the average daily budget to reach advertising goals
Google announced Adwords will automatically double the daily budget for ads on high traffic days at no additional cost. This will compensate for days that fall below the budget, though it’s without the permission of advertisers. Adwords has previously increased daily budgets by up to 20%, so this isn’t exactly out of left field.
Adwords will sometimes show ads too often and accrue higher costs than the budget allows, which they call “overdelivery.” Digital marketers are then given credit for any overages. Also, advertisers are only allowed to make daily budgets, as opposed to month-long or campaign length budgets. Google takes this into account and averages the budget for 30.4 days when they calculate any overage costs. Here’s Google’s example:
Snapchat introduces Context Cards, turning tagged locations into search queries
SnapChat is continuously improving their search capabilities. Now with Context Cards, users have easy access to details about locations tagged in Snaps.
Users can swipe up when they deem a location visually appealing to reveal more information about the location. Users have access to addresses and hours, can make reservations and see reviews through OpenTable, and can hail cabs via Lyft and Uber without having to leave the app. Snap has partnered with companies such as TripAdvisor, Foursquare, and Michelin (and continuously adding to that list) to deliver relevant and credible content.
Snapchat will also add Context Cards to company-curated Our Stories, viewed in the Stories tab, search results, and Snap Maps feature. Right now, Snapchat will not put ads into the cards though there is potential in the future. Context Cards could possibly be combined with sponsored Geofilters. Brands and restaurants may be able to use this feature to gain exposure and convert potential customers through the ease of reservation-making.
If your business is affected by these events, let us know! We’d love to hear your online marketing strategy. We are a digital marketing agency in Brooklyn (NYC) that focuses on ROI through digital marketing for Ecommerce, start-ups, hospitality, and more!