Pinterest Promoted Carousel Ads

Pinterest has launched a new ad format that gives advertisers the ability to promote up to 5 different products with a single ad.

The new “Promoted Carousel” ads combine 5 normal ad posts into a single ad unit, which will let viewers swipe through products or different ad experiences.

The format is built with unique slides, where each can have its own image, title, description, and landing page.

The most obvious benefit of these ads would be to highlight several different products at the same time, but advertisers could also craft these ads around highlighting different aspects of a single product.

Pins in these Promoted Carousel ads appear like any other pin, but users can swipe through each image and enlarge a specific card for a full-screen experience.

In the announcement, Pinterest says the new ads can help brands effectively raise awareness of their products and improve ad performance with better traffic results and conversions.

“This format can present a product’s numerous features, drive additional purchases by showing multiple items in a Pin or increase awareness with a multi-image brand story.”

Those given early access to Promoted Pins affirm this, saying they have seen improvements in:

  • Brand awareness
  • Ad awareness and association
  • Ad performance
  • Engagement Rates

Promoted Carousel ads began rolling out late last week and are now available for all businesses utilizing Pinterest’s self-serve ad platform.

Facebook is cracking down on brands using its advertising platform to mislead or trick users with “malicious advertisements”.

As the social network announced this week, it is reducing how often it shows ads it believes are “clickbait” or mislead users, if not outright rejecting them.

As Facebook’s self-serve ad platform has grown, it has encountered growing issues with misleading or sensational ads – including political news spreading fake news. Now, it is working to remedy the problem and ensure users can trust ads shared across the largest social network existing today.

Specifically, Facebook has announced it will be cracking down on these types of troublesome ads:

Ads that withhold information:

Facebook Bad Ads - Withholding

Clickbait has become a popular way to get clicks, but it is universally hated because the actual content on the page often doesn’t live up to what the sensational headlines promise. This has grown into deliberately sharing vague ads that often start with “You’ll never believe…” or “You’ll never guess…” Now, any ads using this strategy will be demoted or disallowed.

Engagement bait:

Facebook Bad Ads - Engagement Bait

Another popular tactic to get the ever-important likes and shares on Facebook is to specifically use ads to drive these kinds of engagement without delivering any actual content with value. Facebook has already taken steps to prevent this type of advertisement, but it has continued to run rampant across the platform. However, the company says these ads will now be disallowed or receive reduced visibility.

Sensationalized language:

Facebook Bad Ads - Sensationalized Language

Over-the-top headlines may make people more likely to click, but it leaves a bad taste in their mouth when the content is not nearly as “MIND-BLOWING” as the ad suggests.

Pages that use these strategies regularly:

To reinforce its stance on clickbait or misleading advertising, Facebook is also taking aim directly at the pages which rely on these ads. As the company explains, “multiple ads flagged with low-quality attributes may impact the performance of all ads” from any offending advertiser.

All of these types of ads have become increasingly popular because they drive engagement and traffic, but these types of engagement are arguably worthless because they don’t come from real engagement or appreciation of the ad content.

Pinterest Ads

For the first time since its release in 2016, Pinterest is making major changes to its self-serve Ads Manager, including dynamic pricing and stock information.

All the changes coming to Ads Manager

Perhaps this biggest change is a new step-by-step campaign set-up tool that will walk advertisers through picking a business goal, customizing their audience, and selecting or creating Pins to promote.

Pinterest is also introducing ad placement options to select whether you want your ads to appear in feeds or search results at the ad group level.

Advertisers will also be given more control over when their ads are scheduled to run, as well as a “pause campaign” tool for reviewing Promoted Pins before they start running.

To help you better target your ads with a detailed audience, Pinterest is integrating the Audience Insights tool directly into the ad manager. This will keep you from having to switch back and forth between windows to create data-driven audiences for your ads.

At the same time, Pinterest is making some changes to its reporting dashboard to let advertisers make changes to multiple rows or campaigns at the same time.

Updates to Product Pins

As part of the revamp, Pinterest is greatly expanding the options available for Product Pins, including the addition of dynamic pricing and up-to-date stock information.

The company is also increasing the number of Product Pins that will include the shopping bag icon to directly link to a checkout page, making it easier to purchase items with just a few clicks.

The new Product Pins are replacing the Buyable Pin format and are already rolling out for both mobile and app versions of Pinterest.

New fashion and home discovery categories

Lastly, Pinterest is creating two new shopping recommendation categories for home décor and fashion retailers within the Style and Home sections. This will give these retailers more opportunities to reach new audiences and help ensure their ads are shown to the right audiences.

With the holiday season coming up, now is a good time to make yourself familiar with all the new advertising options on Pinterest. The social shopping platform is one of the biggest tools used by online shoppers to not only plan their holiday gift purchases but actively purchase new products as they browse.

Facebook is launching a new tool, called Creative Compass, aiming to help advertisers predict how well their ads will perform.

Creative Compass will assess your ads by examining key elements and scoring them on a scale from “low impact” to “high impact”.

Creative Compass Preview

Specifically, the tool will evaluate:

  • Noticeability
  • Brand association
  • Brand fit
  • Message comprehension
  • Believability
  • Information content
  • Emotional reward
  • Call to action

More than anything, Creative Compass is designed to help you understand how your ads will perform and how likely your target action is to take action after seeing one of your ads.

For now, the tool is being tested with just a small number of select partners, but Facebook says it aims to bring the tool to all marketing partners in 2019.

Facebook is finally allowing all advertisers to run ads during users’ Stories.

The social network has been allowing a limited number of brands across three countries to create ads that appear during Stories published on the site since May, but this is the first time the company has expanded the option to smaller businesses.

Notably, during this time period, the number of people watching Facebook Stories each day has more than doubled from 150 million to over 300 million viewers.

In addition to making the ads available to a wider range of brands, the company has also rolled out a number of new tools and features to better target the ads and improve performance.

As part of these features, Facebook Stories now allow brands to optimize for all objectives available for Instagram Stories ads, including:

  • Reach
  • Brand awareness
  • Video views
  • App installs
  • Conversion
  • Traffic
  • Lead generation

Facebook has also brought all of its targeting and reporting tools for ads to Story ads, allowing brands to better track their performance.

As part of the official announcement of Story ads, Facebook emphasized how popular their Story feature has become and the impact of ads viewed during Stories:

“Advertising in stories has proven to drive valuable business outcomes. In the Ipsos survey, 62% of people said they became more interested in a brand or product after seeing it in a story. And brands testing Facebook Stories ads are already seeing results. iHeartRadio, Kettle Chips and KFC are among the advertisers who have seen brand lift from their Facebook Stories ad campaigns.”

The company also noted some other interesting statistics about Stories, such as:

  • More than half of people surveyed said they’re making more online purchases as a result of seeing stories.
  • 38% of people said that after seeing a product or service in a story they talked to someone about it.
  • 34% said they went to a store to look for a product after seeing it in a story.

Pinterest is expanding its Shop the Look Pins to all business accounts.

 

Shop the Look Pins aren’t exactly a new type of Pin but instead is a tool that allows businesses to tag products in photos to provide a seamless shopping experience.

The tool was previously exclusive to big brands who purchased advertising through third-party services like Pinterest Marketing Partners Olapic and Curalate. Now, however, all brands can add Shop the Look Pins through a self-serve tool.

Shop the Look Pins appear as simple white dots which can be moved to ensure they are always helping add information without blocking the product itself. When a user clicks one of the dots, it will expand to provide extra information such as pricing, availability, and a link to immediately purchase the product.

While the company didn’t release specific data about the effectiveness of Shop the Look Pins so far, it believes the new tool will help drive engagement and encourage conversions for businesses.

To help reinforce that point, the company said that of its 250 million monthly users, approximately two-thirds have engaged with new products from businesses. More than 90% say they use Pinterest to plan their future purchases, making them a prime audience for brands.

The company also noted that Pins have a significantly longer lifespan than most social media content which loses inertia after several days, if not hours. Pinterest claims that Pins can drive significant engagement for up to 120 days.

Google's New Ad Strength Indicator

Google is giving advertisers a new tool to predict how their ads will perform before they start running.

The new ad strength indicator evaluates responsive and display ads, then rates them on a scale from “Poor” to “Excellent”.

The tool also gives specific tips on how you can improve your ads to improve their rating and improve performance.

When evaluating ads, the tool assesses a number of factors including relevance, quantity, and diversity of ad copy.

To help prepare for the rollout of the tool, Google provided a few bits of guidance:

  • For responsive search ads: Provide as many headlines and descriptions as makes sense for your business. At least five headlines are recommended.
  • For responsive display ads: Provide up to 15 images and five logos, headlines, and descriptions per ad.

The tool will roll out in stages and will likely take until early next year to be fully available.

First, the ad strength indicator will begin appearing when constructing responsive search ads within the next few weeks. Then, in early September the tool will be given its own column in the Google Ads interface. Finally, the ad strength indicator will be brought to responsive display ads in “several months.”

Along with the announcement of the ad strength indicator, Google also rolled out a number of several updates to responsive search ads.

The biggest change is that advertisers can now preview ad combinations as you are building them, letting you see several possible combinations while you work. This can help shape your ads to ensure ads will always be relevant and readable.

Google is also providing more information about responsive search ads in search reports, including data for headlines, descriptions, and top combinations.

These changes to responsive search ads are already rolled out and available to all advertisers.

Many think that B2B marketing requires a completely different approach than marketing from a business directly to consumers. There is the belief that they B2B audiences don’t use social media or Google the same way that other audiences do and that you have to use a more “old-school” approach.

However, a new survey from Clutch shows that B2B audiences are just as, if not more likely, to use search engines and social media to find business information as other demographics.

The survey of 384 consumers of online business content found that 87% frequently find business content using search engines, 85% use social media to find business content, and 75% encounter content most frequently on company websites.

The findings show that it is more important than ever for B2B-focused companies to modernize their marketing techniques and connect with clients through popular platforms like Google and Facebook.

As part of ensuring they are working with only the most reliable businesses, B2B customers extensively research the companies and products they need online as part of their purchasing process.

They also widely use the internet to keep up-to-date with the latest trends and news in their industry, providing ample opportunities for businesses to advertise and market themselves in their niche.

According to the survey, nearly half of B2B audiences primarily read business content online to stay aware of the latest happenings in their industry. The second most common reason was to inform their purchasing decisions.

The big takeaway here is that B2B marketing shouldn’t be stuck in the past. Purchasers are incorporating modern sources of business content and doing an increasing amount of their business purchasing online. Unless, you’re making your brand a part of those online conversations and research, you’re missing a chance to bring in customers looking for the products and services you offer.

Facebook advertising

Facebook is launching new advertising restrictions on who can promote on their platform to protect users from questionable brands or business practices.

The company announced it will no longer allow for bail bond services to promote their businesses on the social network. Additionally, addiction treatment centers will only be allowed to advertise if they have been approved by LegitScript, a third-party verification service.

The new restrictions apply across Facebook’s entire advertising platform, including on the Facebook Audience Network and Instagram.

“Addiction treatment centers that advertise to people in the US on Facebook will now be required to have certification from LegitScript, which will review their background, qualifications, compliance with state legal and regulatory licensing requirements and privacy practices,” Facebook writes on its Business blog.

Once addiction treatment centers have been verified, they will also need to complete Facebook’s Addition Treatment Centers Onboard Request before being allowed to start running advertisements.

Facebook says it made the decision based on feedback from industry and policy experts, as well as advocates in the respective industries.

“We consulted a wide range of policy experts, advocates and community organizations working in criminal justice to ensure we’re taking the right approach,” explains Facebook about the decision to remove bail bond services advertisements.

Both industries are notorious online for fraudulent or misleading advertising, which has led other big companies like Google to also clamp down on their abilities to advertise across their platforms. Last year, Google introduced similar restrictions on addiction treatment centers to ensure users are only directed to trusted treatment centers.

“We found a number of misleading experiences among rehabilitation treatment centers that led to our decision, in consultation with experts, to restrict ads in this category,” a Google spokesperson told Search Engine Land at the time.

Facebook is changing how it handles the ads shown by Pages across the platform, with a new “Info & Ads” section that details all the ads your Page is running.

By going to a Page’s “Info & Ads” tab, you’ll be able to see every ad the company is running across Facebook, Instagram, Messenger, and Facebook’s partner networks whether they were targeted to you or not. You can also flag suspicious ads with a “Report Ad” button.

The tab will also include detailed information about Pages, including when it was created and any recent name changes to the Page.

“The vast majority of ads on Facebook are run by legitimate organizations — whether it’s a small business looking for new customers, an advocacy group raising money for their cause, or a politician running for office. But we’ve seen that bad actors can misuse our products, too,” writes Facebook’s director of product management, Rob Leathern, and its product marketing director, Emma Rodgers, on the company’s news blog.

The change was initially announced last October as part of sweeping changes to how Facebook handles political ads but has largely flown under the radar until now.

Facebook says this is just the beginning of changes to increase transparency between Pages and the social network’s ad platform. The company will be rolling out changes to political ad labels to Brazil ahead of the country’s upcoming elections and will continue to encourage greater transparency in advertising around the globe.