For this week’s post, we have some important industry news from Facebook, Microsoft, and Google that all marketers and advertisers are going to want to know about in order to improve their engagement, reach, and conversions.
Here are the online marketing updates you need to know about this week…
New Alt Text Update for Facebook
A new update from Facebook allows screen readers to read Automatic Alt Text (a.k.a. AAT). This update is significant since it will now make AAT available to those who are vision impaired. This is great news, and it will expand an audience and make marketing with photos even more efficient and important. With this update you will also see extra information for images that can further enhance marketing.
The update will improve advertisers’ ability to target specific users and improve their overall reach using Facebook. For example, if you are targeting pet owners, now people who have been sharing posts about their pets become much easier to target.
Filter Link Extensions with Microsoft Advertising
Advertisers will be pleased to learn that their ads will now not only gain more visibility, but they will be able to offer more information to users regarding their products and services thanks to a recent announcement from Microsoft Advertising. The added information will be visible through headers that will highlight a company’s important services and products.
Since Filter Link Extensions offer another layer to ads in search engine results, this will mean people who are searching can see your products and services at a glance – they’ll get important info quick that they may have otherwise potentially missed. Also, advertisers and businesses can gain insight into what is performing well, and what isn’t driving conversions and sales.
Google Wants You to Create Web Stories… Not Web Teasers
Google has warned the online community it will not be showing Web Stories that act more as a content “tease” in Google Discover and Google Search. While Web Stories is relatively new, users are still playing around with creating content and ways to create their Web Stories. Unfortunately, Google has realized that clicking through and take more steps to actually see the story, isn’t what the masses want. Instead, Google wants to ensure that Web Stories actual cover what is in the headline and are not simply teasers that lead to clicking to see the actual story being highlighted.
Google has given some insight and actually provided some helpful Web Stories dos and don’ts that can help those looking to connect with users. While Web Stories offer a great opportunity for increasing engagement and click-throughs, these news recommendations from Google will help publishers/advertisers pivot and further improve upon their offerings.
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