Snapchat is launching a new format for video ads called Extended Play Commercials which allows advertisers to run ads up to three minutes long.

The video ads are skippable after six seconds and will be shown as mid-roll ads – similar to how Snapchat handles shorter ads.

The goal behind Extended Play Commercials is to let advertisers tell longer, more engaging stories to users who are already actively engaged with the platform. As the company tells AdWeek, Snapchat believes these ads will help capture a greater share of the video ad market:

“The company believes the flexibility that extended play commercials provides to video advertisers will help it gain more share of the overall online video advertising market.“

While the new ad format is currently only available in closed beta, advertisers can request access by making a request through Ads Manager or contacting a Snapchat advertising representative.

David Router, Snapchat’s VP of Global Agency Partnerships, says the ads are a great way for advertisers to connect with shoppers this holiday season:

“We’re committed to building high-impact, long-form video ad formats, and extended play commercials are a great option for online video and TV buyers. Heading into the holidays, this format is a powerful new way to reach our Generation Z and millennial audience in Snapchat’s premium, brand safe Discover content.”

Chatbots are becoming a mainstay of everyday commerce, helping customers quickly connect with brands of all types and sizes and facilitate online sales.

According to a new study from Intercom, the automated messaging bots are also helping businesses save considerable amounts of money, with business leaders saving an average of $300,000 in 2019. However, the findings also reveal a disconnect between shoppers’ preferences and chatbot prevalence.

Notably the study found that 74% of customers surveyed expect to encounter chatbots on a website, though more than 85% of customers still prefer speaking with a human.

Although shoppers may not prefer chatbots, there are plenty of signs to suggest the bots are a uniquely powerful tool for driving sales. One prediction from Juniper Networks estimates the tool will drive more than $110 billion in retail sales by 2023.

The reason is that having a human available to respond to questions isn’t always feasible. Brands may not have the budget to have a receptionist or social media manager available at all times.

These bots help fill a needed gap in customer service, marketing, and sales simultaneously – leading to higher sell-through rates according to the Intercom study.

“Chatbots increased sales by an average of 67%, with 26% of all sales starting through a chatbot interaction,” the study found.

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 says it will be rolling out a new ad extension aimed specifically at driving leads for your business in the coming weeks.

The ads look similar to typical search ads with a unique call-to-action. If a user clicks on that CTA, they are taken to a form which can be quickly pre-filled with contact information from their Google account or manually entered.

In the announcement, Google says lead form ad extensions can:

“Capture interest when potential customers are searching for your company, products, or services on Google. A fast, mobile-optimized experience makes form submission easy and eliminates the extra step of navigating to your mobile site lead form.”

Based on their own testing, Google says one advertiser improved their closing rate for sales leads by 20% by using lead form extensions.

While the feature is currently limited to beta testers, it will become available to all Google Ads advertisers in the next few weeks. However, the ad extensions will not be available for advertisers in a few select areas.

Lead form extensions will not be eligible for ads relating to:

  • Adult-oriented content
  • Alcohol-related content
  • Gambling-related content
  • Healthcare and medicines
  • Political content

For more information about lead ad extensions, check out Google’s new help center document here.

After nearly a year of testing, Facebook is finally launching search ad placements for all advertisers. That means anyone can now run ads within News Feed and Marketplace search results for any search with commercial intent – such as queries related to e-commerce or retail.

Currently, search ads only appear in results on mobile devices.

In the announcement, Facebook describes how the ads appear and function within search results, saying:

“The ads are designed to fit the experience on the given search results surface (Marketplace search or general search). They look similar to News Feed ads and have the same transparency and controls, including a “Sponsored” label so it’s clearly marked as paid placement.”

To have your ads appear in search results, advertisers can simply select “Automatic Placement” or the “Facebook Search Results” placement when creating or running News Feed ad campaigns.

Notably, advertisers will have little control over how the ads are targeted, aside from broad people-based targeting options. Instead, Facebook will target the ad based on a number of details including keywords, ad features, ad text, product category, and more.

Currently, the ads support three specific campaign objectives, including Product Sales, Conversions, and Traffic Objectives.

 

The holiday season may still feel like it is far in the distance, but most studies show consumers start their holiday shopping in November – if not earlier. That means now is the time to start preparing your holiday marketing efforts.

To help, Facebook is releasing a wave of new tools aimed at assisting businesses with their holiday marketing. 

Customizable Story Templates

Facebook is releasing a number of customizable templates for ads in Facebook Stories, Instagram, and Messenger. 

The templates are simple, visually pleasing ways to showcase products and brands throughout the shopping season, with customizable backgrounds, music, and CTAs. 

These templates will be available this week.

Improvements to Instagram Direct and Messenger

Closer to the Holiday season, Facebook says it will be bringing a number of new features to Instagram Direct to improve communication between businesses and customers.

As the company says in the announcement:

“From fulfilling orders to keeping up with customer requests, we know staying on top of customer communications is important, so we also created new messaging tools like labels, search and folders to help businesses stay organized.”

Within the coming weeks, Facebook will also be launching an ‘instant replies’ which lets businesses create custom automatic responses for when they are not immediately available. 

These “away” messages can be useful for days when your business is closed or when no one will be available to respond to messages for a prolonged period of time. 

Along with these improvements, Facebook is also introducing a new ‘saved replies’ feature which will allow you to respond to common questions with pre-written responses.

Google is kicking off October – which just so happens to be Cybersecurity Awareness Month – by announcing three new ways for users to hide or delete their personal activity data when using Google products like Maps, YouTube, and Google Assistant. 

Incognito Mode For Maps

Incognito mode has been allowing people to browse the web while preventing data from being saved to their Google account or computer since 2008. Earlier this year, the company expanded the feature to YouTube, and soon it will be coming to Maps.

Once it is live, you’ll be able to quickly toggle incognito mode on and off by selecting it in the menu that appears when choosing accounts.

 

 

While the feature is coming to Android within the month, the company could only say it would be coming to iOS “soon”. 

Auto-Delete YouTube History

Google is also introducing a way for users to automatically delete their YouTube activity after a set amount of time. Specifically, you can select to keep data for 3 months, 18 months, or until you manually clear your history. 

A similar feature was introduced earlier this year for users’ location history and web activity and is expected to launch for YouTube this month. 

Managing Google Assistant Data

The search engine has introduced a way for people to control their Google Assistant activity using simple voice commands. 

For example, users could ask the Assistant to clear their history for the last week by saying “Hey Google, delete everything I said to you last week.”

 

This will be available to all Google Assistant users next week.

Instagram is testing a new way to notify customers about the release of new products when launch day arrives with stylish stickers and push notifications. 

While the test is currently limited to a small number of brands selected as part of Instagram’s closed checkout beta, it would deliver a promising way to boost the profile of your product launches and improve early sales. 

As the company says in their announcement:

“We wanted to make it easier for people to discover and follow upcoming product launches from brands and creators they love.”

The feature works by letting users opt-in to receive reminders about upcoming products when they see early promotional materials. 

Come launch day, they can then be notified of the product release and even make the purchase without leaving the Instagram app. 

To accompany the new feature, Instagram also launched a new sticker which can be used in Stories to promote your latest products. 

Since the new feature is just in testing, it is hard to predict when or even if it will eventually reach all brands and advertisers. Still, it provides an insight into how Instagram is aiming to help brands keep their products in the front of customers’ minds.

Google has announced they will be rolling out a broad update to their core search algorithm starting later today. 

While the updates are a regular part of maintaining and improving the company’s search engine, Google has typically been reluctant to give advance notice before the update has rolled out. In some cases, they have even been unwilling to address algorithm updates in-depth after their implementation. 

This is only the second time the search engine has announced a broad core algorithm update ahead of time, suggesting they are being more proactive in communicating with webmasters. 

Google’s Danny Sullivan says the update should start very soon and will take up to a few days to complete. 

The company’s announcement didn’t add any new guidance or recommendations for managing your site during and after the rollout of this update, but Google did recommend reviewing the existing guidelines for core updates:

  • Widely notable effects are to be expected, which can include drops or gains in search rankings.
  • Core updates are “broad” in the sense that they don’t target anything specific. Rather, they’re designed to improve Google’s systems overall.
  • Pages that drop in rankings aren’t being penalized; they’re being reassessed against other web content that has been published since the last update.
  • Focusing on providing the best possible content is the top recommended way to deal with the impact of a core algorithm update.
  • Broad core updates happen every few months. Sites might not recover from one update until the next one rolls out.
  • Improvements do not guarantee recovery. However, choosing not to implement any improvements will virtually guarantee no recovery.

Microsoft is expanding its responsive search ads beta to all advertisers.

Responsive search ads are an increasingly popular way to automatically tailor your ads for the specific needs of individual customers. 

Essentially, the advertiser can create a number of combinations for both headlines and descriptions within a single campaign, which the ad platform then selects based on a specific search query. 

In the case of Microsoft’s responsive search ads, advertisers can provide up to 15 headlines and 4 descriptions. When shown, the ads can display up to 3 titles and 2 descriptions. 

After the campaign has run for long enough to gather data, Microsoft will also select the top-performing ad combinations in a report for advertisers, while underperforming combinations will be shown less often or not at all. 

The company says responsive search ads can benefit brands in a number of ways, including:

  • Reducing bulky operations and saving time
  • Serving the right message to the right user at the right time
  • Improving overall ad performance

To ensure the best performance using responsive search ads, Microsoft recommends following these tips:

  • Create responsive search ads in the same campaigns with your current expanded text ads.
  • Provide at least 8-10 unique headlines and at least 2 distinct descriptions with a clear call-to-action message.
  • Review performance regularly.
  • Pinning a headline or description will ensure it’s displayed in the desired position.

All you have to do to join the beta is fill out a short form available here.