[Ep71/23Aug21] - Google Is Updating The Way It Generates Web Page Titles In Search Results & Other Digital Marketing Updates from the Week of Aug 23, 2021

#TWIMshow - This Week in Marketing

1. Ads in Instagram Shop Tab Roll Out Globally - After testing them out over the last few weeks, Instagram is now rolling out its new promoted products option within the Shop tab to all merchants in the app. Brands with product listings in the app will now be able to promote them on the Shop tab, with a 'Sponsored' disclaimer marking the paid posts. Clicking on a sponsored product will take users through to a product details page, where they'll be able to learn more about the item. The details page will also highlight additional products from that brand. Users will also be able to save sponsored product listings to a wishlist, or share them with friends from the details page.

The addition is part of Instagram's broader eCommerce shift, which involves slowly teaching users to expect that they'll be able to shop for items from images within the app. And as Instagram learns more about each users' shopping preferences, and the product that they like, the Shop tab will become more valuable, again increasing the potential of this new addition. At the least, it may well be worth an experiment for those that are looking to tap into Instagram's billion-user audience.

The new Instagram Promoted Products option is rolling out in countries where the Instagram Shop tab is available.

2. Instagram Shared How Search Algorithms Work, And How You Can Optimize Your Presence - Instagram has published the second installment in its new 'How Instagram Works' series, with an overview of how its search algorithms function, and how you can maximize your chances of showing up in relevant search results.

The first post in the series looked at how Instagram's feed ranking works, providing more oversight into how the platform looks to match relevant content with user interests, and how creators can ensure their posts reach people in the app.

The basics of Instagram search are fairly straightforward - Instagram uses the keywords that you enter into the search field to highlight the most relevant content, with the specific text that you input being the primary matching device.

But that's not the only factor - when providing relevant search matches for a query, Instagram factors in three primary elements:

• The text you enter - This, Instagram says, is "by far" the most important signal for Search. "We try to match what you type with relevant usernames, bios, captions, hashtags and places".
• Your activity in the app - In addition to basic text matching, Instagram will also rank your search results based on your previous in-app activity, including the accounts you follow, the posts you've viewed, and how you've interacted with certain profiles in the past. "We usually show accounts and hashtags you follow or visit higher than those you don’t". This is to help you find things that you're more likely to be interested in, and to streamline your discovery process.
• Popularity of each query - Finally, Instagram also factors in the popularity of the matches for your query when ranking the results it displays. The elements that could influence this include the number of clicks, likes, shares and follows that a particular account, hashtag or place sees

It is worth noting that re-sharing memes might get you likes, but it might also penalize you in discovery, while Instagram also actively seeks to limit the reach, at least in a discovery sense, of contest/giveaway posts.

3. Facebook Publishes New Christmas Marketing Guide to Assist with Campaign Planning - With Christmas now only 120 some days away, Facebook has published a new Christmas Marketing Guide to help guide your strategic planning, and map out a more effective approach based on key shopping behaviors and events.

The 18-page guide is geared around what Facebook's calling its 'Discovery Commerce System', a process that utilizes Facebook's ad matching tools to optimize your marketing approach, based on four steps.

For each step, Facebook provides practical recommendations on how you can put it into action, and how that will then contribute to your broader marketing goals.

For example, in the first step - 'Personalization Engine' - Facebook provides a range of tips on how you can personalize your outreach by using tools like the Facebook Pixel and the Conversions API.

The guide essentially provides quick tips for each element, and links to read more about how you can enact them within your strategy.

4. TikTok and Shopify introduce TikTok Shopping -
TikTok is expanding its relationship with Shopify to provide more ways for Shopify merchants to promote their products direct to their audience in the app.

Today, TikTok has announced a new shop tab expansion for Shopify merchant profiles, which, as it sounds, will add a new product display showcase to your in-app presence.

So it's not direct, in-stream shopping, as such, with users referred back to the merchant's Shopify store for purchase. But it's another big step in TikTok's broader eCommerce push, facilitating direct product promotion within a dedicated storefront space, which is very similar to Instagram's in-app Shops option.

The real winners,are Shopify merchants, who now have another way to directly promote their products within another social app - but for TikTok, it's another advance that will help it maximize its business potential, and provide more ways for users to more directly monetize their TikTok presence.

5. How to Analyze Your Snapchat Ads Campaign Performance - Not only is measuring campaign performance an exciting moment when you’re working hard to advertise your business, but it’s critical to understanding what has worked well, what might not be working as well, so you can best adjust your marketing to optimize towards your goals.

So Snapchat wrote a blog post, covering everything you need to know about analyzing your advertising campaigns on Snapchat - from how to set advertising goals, how to analyze campaign performance against your marketing and business goals, to how to create custom reports in Snapchat’s Ads Manager to streamline and automate your performance reporting.

Checkout the post here: https://forbusiness.snapchat.com/blog/how-to-analyze-your-snapchat-ads-campaign-performance

6. Twitter Publishes New Twitter Ads Checklist to Help Guide Your Approach -
Twitter has published a new one-page checklist of all the key considerations for effective tweet ad campaigns, including hashtag notes, m...