Facebook is using machine learning to launch a number of new personalization features for advertisers, as the company recently announced.

The goal is to make it easier for brands and advertisers to customize ads for their potential customers without having to create several distinct ads.

Dynamic Ad Formats and Ad Creative

When using Facebook’s Dynamic Ads, brands will be able to us the company’s machine learning model to predict a user’s ad format preference and deliver the best ad for their taste. This helps guarantee the best chance of catching users’ attention and driving clicks or conversions.

“The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it,” Facebook said.

Multiple Optimized Text Options  In Single-Media Ads

The company has been testing a method for delivering responsive ads with multiple options for ad text, headlines, and descriptions for months, and is now officially launching the feature.

With this feature, advertisers can set a number of unique ad descriptions, headlines, or primary texts which are then selected by Facebook’s machine learning model based on users’ preferences.

Auto-Translated Ads

Lastly, the company announced that advertisers can select languages for their ad to be automatically translated into when using Ads Manager. By automatically,

As the company announced:

By using the “add languages” feature, advertisers can reach their international customers with messages in the local language quickly and efficiently. This helps advertisers save on resources to produce their own translations for key languages, while giving them controls to review and provide their own translations

Why It Matters

These features all work to speed up the process of creating ads for a wide range of users and audiences. Using signals directly from users, the company is able to deliver the best version of your ad for each user and create the best chance for your ads to convert every time they are shown.

Google has announced it plans to warn users of its Chrome browser about slow sites using a method called “badging”.

The idea is to provide a sign letting users know when a site typically loads slowly before they ever click a link to that site or while the site loads. Google sees this as a way to “reward” fast sites, saying:

“We think the web can do better and want to help users understand when a site may load slowly, while rewarding sites delivering fast experiences.”

For example, Google published one concept for what a slow speed badge could look like while a site is loading:

In this case, it is likely that the badge could increase abandonment rates for slow sites.

The company is also talking about using contextual menus that preview links and would include similar badges indicating a site is fast.

Another idea includes subtly changing the color of loading bars to indicate whether a site is fast:

As the company explained in its announcement:

“Our early explorations will look at a number of Chrome surfaces, including the loading screen (splash screen), loading progress bar and context-menu for links. The latter could enable insight into typical site speeds so you’re aware before you navigate.“

The web browser admits this idea is in the early stages, and may considerably change before they determine “which provides the most value to our users.”

Additionally, the company says they plan to expand the badges to include a number of metrics aside from speed:

“Our long-term goal is to define badging for high-quality experiences, which may include signals beyond just speed.”

Instagram will start testing the removal of “Like” counts in the US as early as this week, the company’s CEO announced recently.

 

The company has already been testing eliminating the “Like” counts from view for users in Canada, Brazil, Japan, and Australia. However, this is the first time they will be testing the concept for American users.

Notably, in these tests, Instagram has not totally removed the presence of Likes or the ability to view your total likes. Instead, the site has hidden the total number of Likes from other users viewing a person’s post on desktop or viewing a person’s profile. This makes it so that only account owners can view the number of Likes a post receives.

If Instagram proceeds to remove Likes entirely from public view, it could have a significant impact to how users interact with content and how online success is measured.

For instance, influencers and marketers will likely stop relying on Likes as a measure of their posts success. Instead, they might shift to other, deeper engagement metrics such as clicks, comments, or shares.

For now, Instagram is just testing removing likes. Given that they have slowly been expanding this feature around the world, however, it seems likely that the platform is seriously considering hiding your Likes from public view for good.

Google announced this week it is bringing ad extensions – similar to those that appear in search ads – to YouTube ads.

The new extensions expand the capabilities of traditional ads by offering unique call-to-actions or additional information for users.

Specifically, the new YouTube ad extensions allow advertisers to include directions to brick-and-mortar store locations, show lead generation forms, or use a number of CTAs that better fit your niche.

Currently, the extensions are only available for TrueView in-stream or non-skippable video ads, though the company says it will be expanding the feature to 6-second bumper ads later this year.

Google is already exploring ways to bring more ad extensions for YouTube’s TrueView ads, and will continue to do so in the future.

For example, the company is already beta testing sitelink ad extensions which would add a series of relevant links underneath a video ad.

In the announcement, Google says the new features are aimed at driving more clicks and conversions. In a beta test with 30 advertisers, extensions like sitelinks increased conversions by more than 20% and doubled the number of clicks.

Bing has announced a new series of link penalties aimed at reducing the presence of spammy or manipulative sites across its search engine. Specifically, the latest link penalties target private blog networks (PBNs), as well as those using subdomain leasing or manipulative cross-site linking.

What Bing is Targeting

For the most part, Bing is looking to penalize sites who are misleading search engines by essentially bundling site level signals to increase the presence of unrelated subdomains. Lately, a number of larger sites have been leasing subdomains while promising high rankings through site-level signals.

Subdomains are regularly used for legitimate purposes to help separate areas of a site. For example, many sites may use a separate subdomain for areas of their site related to customer support, which would appear as support.example.com. In this case, it makes sense for the support areas of the site to still benefit from the site-level SEO signals present.

On the other-hand, you have leasing services such as WordPress which are used to host a wide-range of unrelated topics, brands, and philosophies. In this case, it would not make sense for each subdomain to receive the SEO boost from WordPress’s main domain.

While WordPress follows the best practices of search engines and properly insulates each subdomain, some bad actors have been misrepresenting their site structure to artificially inflate the presence of unrelated subdomains.

As the company explained in its announcement:

“…we heard concerns from the SEO community around the growing practice of hosting third-party content or letting a third party operate a designated subdomain or subfolder, generally in exchange for compensation.

…the practice equates to buying ranking signals, which is not much different from buying links.”

Private Blog Networks

In particular, Bing called out PBNs for misrepresenting their site structure to artificially inflate content:

“While not all link networks misrepresent website boundaries, there are many cases where a single website is artificially split across many different domains, all cross-linking to one another, for the obvious purpose of rank boosting. This is particularly true of PBNs (private blog networks).”

Cross-Site Linking

Another issue that Bing is putting in its crosshairs are sites that are essentially a single site but are broken into multiple interlinking sites to create false link signals.

The graphic below illustrates how this site structure may appear:

Notably, this practice has already been against Bing’s policies and subject to penalties, but the search engine says it will begin applying additional penalties.

The Takeaway

All of the types of activity being targeted by Bing’s latest link penalties are systematic misrepresentations of websites to artificially boost their presence in search engines. It is hard to imagine many cases where legitimate sites could be affected inadvertently – though it is always possible.