There are new features in Microsoft Advertising, including target impression share bidding and new automated extensions. Bing has also launched its MEB sparse neural network, there are new ads on the Instagram Shop tab and Facebook is developing new privacy-enhancing technologies for Ads.
ICYMI, here’s what happened in digital marketing last month.
- New Features in Microsoft Advertising
- Bing Launches ‘Make Every feature Binary’ Sparse Neural Network
- New Ads on Instagram Shop Tab
- LinkedIn Adds Reviews and Ratings to Profiles
- Facebook Developing Privacy-Enhancing Technologies for Ads
- New Shopify Tab for Approved Merchants in TikTok
- Ads Now in Instagram Shop Tab
- Snapchat Trends Launched
New Features in Microsoft Advertising
Target impression share bidding is now available in Microsoft Ads, as well as new automated extensions, labels for account organisation and changes to unified accounts.
“With this strategy, you set your budget, where you want your ads to appear, and your Target Impression Share, and Microsoft Advertising automatically sets your bids.”
Outside of target impression share bidding, Microsoft has also announced product conversion goals for Shopping Campaigns and other feed-based campaigns. Beginning in August there will also be new automated extensions.
Microsoft has also added account changes, with a new labelling system to organise your account and users with unified campaigns can now manage multiple sub-accounts.
Bing Launches ‘Make Every feature Binary’ Sparse Neural Network
Bing has launched its ‘Make Every feature Binary’ (MEB) sparse neural network to improve search relevance for queries. MEB helps Bing with users search intent by understanding relationships beyond pure semantics.
Introducing MEB on top of Bing’s production Transformer models has resulted in an almost 2% increase in clickthrough rate on the top search results, a reduction in manual query reformulation by more than 1% and a reduction of clicks on pagination by over 1.5%. The new technology is now running on 100% of Bing searches in all regions and languages.
New Ads on Instagram Shop Tab
Instagram is testing new ads on the Shop Tab to highlight specific products in the app. Brands with product listings in the app will be able to promote them on the front page of the Shop Tab.
The ad will include a ‘Sponsored’ disclaimer. Clicking on the ad will take you to the product details page. Like regular Instagram posts, promoted products can be saved and shared with friends.
LinkedIn Adds Reviews and Ratings to Profiles
LinkedIn is adding a ratings and reviews element to profiles with services listings. If you have services listings on your profile, you can now have past clients and customers leave reviews of your work which are then displayed within your listings.
“We’re excited to share that you can now receive and view reviews as a service provider on LinkedIn. To see reviews you’ve received from past clients or to manage your reviews, simply go to your Service Page. If you haven’t received any reviews on your Service Page, be sure to start growing reviews by sending out review invites.”
Facebook Developing Privacy-Enhancing Technologies for Ads
Facebook is developing a set of privacy-enhancing technologies (PETs) for ads to minimise the amount of data gathered and processed to protect personal information while still facilitating insight into campaign performance. PETs will involve “advanced techniques drawn from the fields of cryptography and statistics”.
Last year Facebook began testing its Private Lift Measurement solution which will be available to advertisers next year. Facebook is still working on additional tracking tools, including secure multi-party computation (MPC) which allows two or more companies to work together on data sharing while limiting the information either party can learn.
New Shopify Tab for Approved Merchants in TikTok
TikTok has expanded its relationship with Shopify to provide new ways for merchants to promote their products in the app. Approved Shopify merchants can now enable a new shop tab to display products.
“Shopify merchants with a TikTok For Business account will soon be able to add a shopping tab to their TikTok profiles and sync their product catalogues to create a mini-storefront that links directly to their online store for checkout.”
Ads Now in Instagram Shop Tab
Instagram announced that it is now launching ads in the Instagram Shop tab globally. The ads will show as tiles on the Instagram Shop tab home page. Users can save the product to wishlists and share it with friends. Ads will be rolling out in countries where the Instagram Shop tab is already available.
Snapchat Trends Launched
Snapchat has launched Snapchat Trends, a tool for advertisers to get more insight into the best performing topics on the app. The tool showcases popular phrases trending on the app, public Snaps that show how the phrases are used and a searchable database to browse trending topics and see how they perform over time.
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