This week in digital marketing, online news publishers breathe a sigh of relief when Google implements Flexible Sampling instead of first-click attribution, AMP pages get more intricate, Twitter tests a new tweet length, and Facebook expands their Custom Audience attribution.
Google does away with first-click free
Google’s first-click attribution was first introduced in 2005 in order to protect both the interests of the consumer and the publication; readers could access five samples per day, and publications could still end up in search results even with the majority of their content under the lock and key of a subscription. Though most people are accustomed to paying a subscription to access the news, some may find the subscription process a deterrent and prevents them from reading the publication at all, which doesn’t benefit anyone at the end of the day.
To combat this paywall, Google is doing away with first-click free to make way for Flexible Sampling. This way, publishers can decide for themselves which free sample is the best for them. Google is continuing to work on a suite of products to help publishers reach new audiences and drive subscription sales, as well as simplifying the subscription process for consumers.
Every business has their own strategy to entice new readers, and most agree that offering free samples is the best approach, which is decided through metering. Google suggests monthly metering, instead of daily, offers flexible experimentation with what works, with 10 articles per month being the best starting point.
Complicated subscription processes and arduous payment technologies discourage new subscribers. Google is working with publishers on creating subscription models that benefit an array of industry needs and allow content to be seamlessly accessible across all devices.
Google’s AMP Project continues to expand with scrolling animations, video analytics, and more
Google announced technical updates to their Accelerated Mobile Pages Project to improve ad targeting. These features include:
- Flexible and performant scroll-bound animations such as parallax effects, zoom in and fading images, and starting or stopping animations as they’re scrolled past
- An improvement to the amp-sidebar allows users to toggle the mobile sidebar to a fixed position header on a desktop
- Native video analytics allow for collection of engagement data
- The ability for AMP viewers to directly manage client IDs in order to see what parties are requesting client ID information
- Fluid ad support in case publishers don’t know the size of ads when requesting ad space
AMP pages require one-tenth the amount of data that pages not build in AMP do, and load four times faster. With higher bounce rates for slowly loading pages, AMPs are an essential part of digital marketing. Here’s a more technical list of all the AMP improvements.
Facebook to use online-to-offline ad measurement tools for offline-to-online ad targeting
Facebook remarketing just got cmore comprehensive with an offline-to-online retargeting option added to the Custom Audience ad-targeting portfolio. Now advertisers can target people based on a visit to a brick-and-mortar location or other offline events such as in-store purchases or calls to a business. Previously, businesses could manually create audiences by uploading email lists and loyalty program member information that Facebook would then match to Facebook profiles, but this new expansion automates this process.
This new process can also use Custom Audience to create “lookalike” audiences of people in a similar demographic and share similar interests to those already tracked. Customers will have to have location services enabled on their Facebook app, and to mitigate the risk of inaccurate tracking, Facebook will only include those they are “highly confident” in to have actually stepped inside the store within the past 30 days.
In order to be eligible to create a Custom Audience of visitors, the business must have 10 separate locations, and they can facilitate eligibility by uploading their location structure to Facebook.
Last year, Facebook released its Offline Conversion API, which, when plugged into a store’s POS system, will send recorded information about customers straight to Facebook to be used to attribute conversions to a brand’s Facebook campaign. Earlier this year, Facebook also enabled campaign integrations with offline systems such as CRMs in order to help advertisers track the sales cycle and attribute a sale to specific campaigns and lead ads.
Twitter tests longer tweets
In an effort to get more people to post, Twitter doubles character limit. More characters=more emotional variables. Original 140 character limit was a nod to early text limits of 160 characters. This paragraph is within the new limits. How do you feel about the new tweet length?
Interested in learning more about digital marketing strategies for your business? Contact us for a free consultation to see what we can do to boost your ROIs and improve your website’s performance. Think Work Media is a digital marketing agency in Brooklyn (NYC) that works with eCommerce, Start-ups, boutique hotels, and more!