Full Transcription

[Introduction] – 00:00

Hey, everyone. Welcome back to This Week In Marketing show, also known as the TWIMShow. I’m your host Sajid Islam, and today I’ll be going over the notable news and updates in the digital marketing space from the week of September 6, 2021.

[Update 1 – LinkedIn Page Now Has Competitor Analytics] – 00:12

Today, first of all, we’re going to start with LinkedIn, so LinkedIn pages Is now have this new feature called competitor Analytics. I have checked it out and you know we have seen this in our own market and growth page as well. So what this does is like you know we the page admins will now be able to compare our page against our competitors. So we can actually specify to LinkedIn who we. I think our computers are and then they will start to see some comparisons like total number of followers we have on our page compared to theirs, number of new followers that have followed our competitor recently. The engagement level on the two compared pages and the total posts that are present on the page. You know, it’s a nice little nifty tool if you ask me. Will this be a game-changer? Hell, no! But it’s gonna be a good way to see how my computer is doing from one single dashboard. OK, with that, let’s move on to the next update, which is from Twitter.

[Update 2 – Twitter Announces Communities: Build Your Own Tribe] – 01:10

Twitter finally announced this thing called. Communities, which is basically a way for you to build your own tribe. Now. Twitter communities are similar to what Facebook groups are, and you know at his core, you know, there is only one group or one community you can create, which is it’s an open community. It’s visible to anyone. To read and see what is being discussed. But at the same time, people cannot comment on it unless you’ve been invited to join that community. So as an outsider looking in, it’s like, you know, imagine me sitting outside your glass window, and I can see what activities you’re doing, what you’re talking about. But I would not be able to voice anything else. I’m in that community. So I think this is a. Good way. Good start for Twitter. I mean, as they roll it out ’cause you know, again this is currently by invitation only, but you know unlimited to approved accounts. But I think this first iteration is going to be somewhat limited. But as we move along, we are going to see more and more of this evolving and in it. It has potential to actually be better than you know, Facebook groups or an alternative to Facebook groups just ’cause you know, there are people who aren’t tweeted on go to Facebook, people who are on Facebook are not really so much into Twitter. OK with that, the next update for this week is from Microsoft.

[Update 3 – Microsoft Introduces Start – The Bing Version of Google Discover] – 02:36

Microsoft has introduced this thing called start, which is again Bing which is Microsoft search engines version of Google Discover right. So to check it out you have to go to Microsoft start.com. It works on Chrome or Edge browser and now if you’re not sure what Google discover is basically Google discover is like here in Microsoft start is a personalized newsfeed collection of informational content, provides news from premium publishers, timely updates to your interest, things like that. So Google has built this ’cause you know, obviously they will losing out things to Facebook. So I think This is why they came out with Google discover. It’s quite a bit of a feature in for Android phone and I can lot of people use this Android. So Microsoft is now, you know, obviously they have their inroads with Windows 10, Windows 11, Microsoft Edge browser. So they’re kind of, you know, rolling it out and getting in there. What this gives Microsoft an edge with is that, you know, they’re gonna be able to put ads in Microsoft start, like, just how Google has ads on Google discover. OK. That’s all for this Microsoft start. Keep an eye out if you are advertising on Bing or Microsoft ads. If you’re Microsoft search or if you’re into Microsoft ads, this is something going to be you for you to keep an eye out ’cause you know this will actually open up new inventory, new ways to get your product or services out there Next up. While we’re on the topic of Microsoft ads.

[Update 4 – Microsoft Ads Announces Optimization Score] – 04:06

We shall talk about Microsoft has announced optimization score. Now what is optimization score? It’s something we have seen in Google ads as well. Yes, you know, I’ve covered this again and again many times on this podcast that you know, these days the platforms are copying from each other blatantly ’cause again. You know, hey, if I see you doing this. And it’s working. Then maybe I should do that as well. So anyway, optimization score, it’s basically it’s account specific based on what campaigns you’re running based on what’s going on. It’s just a way for an adult. It’s a way for Microsoft to help advertisers improve their account status and potentially show them things that they haven’t seen. Right now, it’s not only short if you ask me based on my experience with Google ads, it’s only because. You know, oftentimes it will show you things that you don’t need to do, like into an unsuspecting or untrained or someone who is just doing Microsoft ads by themselves, or even for this matter, if you. If I was just doing Google ads and if I didn’t know anything and if I followed all the Google’s recommendations, then obviously my optimization scores at times could hit 100, but at the same time it would actually have a negative impact. So take it with a grain of salt. It’s good to see, you know, there could be areas that you have overlooked or missed. So this is a good way for it to say, hey, where do I stand in terms of optimization? And actually that’s how I use my Google as optimization score as well. Did I miss something ’cause sometimes, you know, we do forget things. But if that’s not the case, then you can I totally ignore. So that’s the same thing that happens with Microsoft ad optimization. So check it out, see if it helps you or not. With that, let’s move on to the next update, which is from Google search ads or Google Ads.

[Update 5 – Google Ads Search Terms Report Adds Historical Query Data for Impressions Without Clicks] – 05:51

So Google ads is something doing something of is doing something of a U turn back in September 2020, they announced, you know, they are going to, you know, limit what we see in the search term report, which is basically the report that shows us, you know, for what terms, what was the search for searching and for which. Our address was shown an AD was clicked on. Alright, so essentially I could put up again to break it down. What I will do is like, you know, to break it down with Google in Google ads before September 2020 when I had the opportunity was if I was running an ad, I could go to the report and say what did people search for and what was my ad shown for right? Did did someone search for black, you know, let’s just say black. T shirt and was my add. I could see that and I could say well, you know what? People are searching for red T shirt. I don’t have red T shirt. My ads showing up. Let me make some adjustments. So. And then came September 2020. Google came out and they said, you know what? We’re gonna limit it, and we’re gonna only show due to privacy reasons, reasons. We’re gonna only show search terms that have significant volume, right. They’re gonna say, oh, we’re not gonna show you each and each. Each and individual ones where people have clicked on your ad because we think there is a privacy issue. So what we’re gonna do is we’re gonna aggregate and if we see like a certain threshold was being made where ten people were looking for red T shirts and you add was shown and add was clicked on and you you we would show you that and then obviously we advertisers were pretty upset about that. Right, ’cause search terms report was the way for us to figure out what’s going on with our ads. How much do we customize? What do we tell her? And things like that. So Fast forward today are September 9, 2021, Google saying, you know what we’re gonna do is we’re gonna also show you search term reports for ads. For which search Sorry are we not gonna show you. Terms searchers are searching for and you ad was shown not necessarily clicked on. So basically what we’re gonna we’re gonna be able to see if someone was shirts again going back to the example, what I was sharing is if someone was searching for red T shirt and my ad was shown. They would show me that, but if my ad was clicked on, they would suddenly do not show. It will not show it if it doesn’t meet their Google’s privacy threshold. So if you ask me, it’s still. It’s a great it’s a good thing in the right direction. It’s a good step in the right direction ’cause we totally understand that Google is trying to protect people. On the web, but they’re trying to honor privacy. They don’t want to really people to freak out the kind of shit I was searching for. Red T shirt and Google someone noses. Now I’m getting T shirts for whatever the reason is. I like it. I welcome this change, ’cause. This will be a very helpful thing. So with that, I think I’ve I’ve spoken a lot about it. I’ve discussed this a lot. If you still have any questions, you’re listening to this podcast. Definitely reach out to us through any of our social channels. And you know what we can geek out more on this, but I think this is a good I find this to be a. Good update from Google. Next up, it’s from our friends at Facebook. Or not. So friends at Facebook.

[Update 6 – Facebook Announced Its First-Generation Smart Glasses] – 09:03

What it is, is Facebook has announced the first generation of smart glasses. It’s in partnership with ribbon and you know, here’s my take on it. Right. Number one is it’s a smart glass. You know, it looks like just like any other ribbon. Now it’s copying. Facebook is copying Snapchat spectacles. Spectacles have been out around. Four or five years, again, Snapchat is into air augmented reality. Facebook is saying this is not augmented reality. This is just a way for you to be able to record and share things directly into your stories, whether it’s in Facebook or Instagram, and you know, you can capture up 30 seconds of video. Functionality I said. I will tell you what I feel about it. Number one, it’s a sunglass, right. So it’s a sunglass that basically means you can use it outdoors and you can use it on a sunny day. Now if you aren’t, if you are not a celebrity, chances are you’re not gonna wear a sunglass to an evening party and like look like a clown. So I would say, right, your. It’s not going to be in a dark room. And again, I don’t know how good the picture quality is going to be. If you’re in a dark room, it does have five megapixel camera, but again I kind of questioning, you know, how good the pictures are gonna be in a dark room back like again, it’s version one. I’m sure they’re gonna iterate on it. Or they’re going to go into the augmented reality world in Version 2, where you they can. You can see overlays. Battery life is questionable. ’cause Facebook says you can have up to 30 seconds and a single charge. You can last pro 5 hours, although it doesn’t say how much you can use it. Batteries are questionable. Thing again, that sunglasses in a battery is not. So those are my concerns at 3rd, is privacy right? Are we? If you remember Google Glass people there was a big backlash on around Google, Google glasses and eventually Google had to scrap it because there were places where there was this Google versus not welcome. So privacy is a concern the but one thing I will tell you what. This is gonna be good. It’s like if you’re wearing it. If your outdoor say you are doing taking part in action sports or something like that, you can obviously try capture things. If you’re driving, you can capture things without taking your phone. After all, who carries cell phones these days? Right. Again, you know who carries a mobile phone? No one has a mobile phone. So Facebook caption We should have to be putting this camera. Add something into sunglasses and everyones gonna jump into it for $300. By the way, I was being sarcastic if you didn’t get it. If we all have cell phones, we have mobile phones. But yeah, I mean if we are driving, you cannot take our self whip out her cell phone and take photos. Maybe a SmartGlass if you’re wearing it, you can tap on it and you can take a picture, but then come back. Comes down to the whole fact that you can only use it on a you know, bright sunny day. You cannot wear sunglasses at night and driving around, so kind of negates the purple perp negates the whole thing. But you know, there’s some news. We’ll see how it all works out OK with that. Next up is.

[Update 7 – New Verification Guidelines For Facebook And Instagram Accounts] – 12:03

Verification guidelines from Facebook and Instagram. So basically Facebook came out this week and they said, you know what, if you want to verify your account here the guidelines and then I’m gonna put the link to the form in our show. No space. So if you’re interested, you can go check it out. But basically Facebook is saying look verifications are not endorsements for the platform that. Goes without being said. And if you thought this was an endorsement from the platform, then you were wrong. But it’s they’re saying it’s a signal of notability and authenticity, right? And he’s also saying, you know, that getting verified, whether it’s a business or personal profile, has no weight on the system preferences and will not be favored, which basically means you’re not gonna get any higher. Fuels or shares in the algorithm you’re just like any other people, and you’ll have to go through certain steps like five or six different steps where you have to specify you have authenticity confirmation, which basically have to upload your ID, passport, whatever notability confirmations they have to make sure that you are in the news, you are someone, someone of celebrity status and. They’re gonna look at other stuff, and they’re gonna decide whether they will give you a blue check mark or not. No, I’m not big into the Facebook whole thing, but if you are, by all means check it out, because if you’re a celebrity, you definitely don’t want anyone else posing as you. For me, I’m not a celebrity yet. I’m not really focused on that. Maybe one day I will get it. One day I won’t get it. Who cares? But if this is for you, this is a good thing, because Facebook for the first time has come out and clarified what they are looking for when it comes to putting the blue check mark next year, name or profile them OK.

[Update 8 – Instagram Settles Debate Regarding Ideal Hashtag Placement] – 13:46

With that, the last one of this week is Instagram finally settles the debate regarding ideal hashtag placement now I will tell you this, this is a discussion I had with my team like two weeks ago and I for a change at Instagram make a their CEO Adam has come out and done something really great. When they went out online, this went where he went online this week and he says. Look. Hashtags. Cause the question I had that I’ve seen some people put hashtags in the comments. Some people put hashtags in their captions and I was asking my team where should we put hashtags. And my team says, you know what, we should put hashtags in the caption, not in the comment. And turns out my team was right. What? Tell me about it, right. So basically what I’m saying is if you see someone telling you, hey, he should put hashtags in the comment, well, it doesn’t help you with the search. Put it in there, put it in the. CAPTION Rather than putting it in their first comment and you will get seen OK, end of debate coming straight from the horse’s mouth. I’m not gonna listen to anyone else. No more of this gurus telling me what to do. ’cause I know what CEO. If Adam Mosseri from Instagram is not gonna come and say something incorrect. Here’s what I will tell you. Well, at least that’s my belief

[Closing] – 15:05

 Already, folks. That’s it for This Week In Marketing. Now you know everything to be in the know, if you’d like to read more, make sure you visit a show notes page where you will find the links to some of the articles as well as the link to how to get your profile verified through Facebook, Instagram. Once again this is your host Sajid Islam signing off until next week. Take care. Bye bye.

Thank you for tuning in this week, it was a pleasure to serve you all. Hit the subscribe button so that you remember to sign on next week. Same place, same time for another round of This Week In Marketing.

1. LinkedIn Page Now Has Competitor Analytics (0:12) – From now LinkedIn Pages will have a new “competitors” option in the pages analytics section. Page admins will now be able to compare their page with their competitors’ pages. The comparison will be on the basis of the following: A total number of followers the company has on their page, the number of new followers that have followed them recently, the engagement level the two compared pages have received from their followers, and the total posts that are present on the page.


2. Twitter Announces Communities: Build Your Own Tribe (1:10) – Twitter announced the Communities feature, which some see as a challenge to Reddit and Facebook Groups. Communities are groups where like-minded people can discuss their shared interests. A Twitter Community is open and visible for anyone to read what is being discussed. Also, anyone outside of the community can report the community if the community is breaking rules. While anyone can read and report discussions in the Community, only the members of the community are able to participate in the discussions. Joining a community is currently by invitation only and creating a community is currently limited to approved accounts.


3. Microsoft Introduces Start – The Bing Version of Google Discover (2:36) – Microsoft announced Microsoft Start, which looks and feels a lot like its own version of Google Discover. Microsoft describes it as a “personalized news feed and collection of informational content provides news from premium publishers, timely updates tailored to your interests, and is available when and where you want it.”

It works on Chrome and Edge browsers at microsoftstart.com – so go give it a try. There are also iOS and Android apps for this, check that out as well. You can also access it via the News and Interests experience on the Windows 10 taskbar, and on the Widgets experience in Windows 11 and from the Microsoft Edge new tab page.


4. Microsoft Ads Announces Optimization Score (4:06) – Optimization Score is now available on the Recommendations tab in Microsoft Ads, according to the latest announcement from the company. The new scoring system is meant to help improve advertisers’ account optimization status and potential, help advertisers spend their time more efficiently and to prioritize the optimization actions with higher impact, and track their optimization efforts over time.

“Along with the overall Optimization Score, you’ll see a list of recommendations tailored specifically for your account, to help you optimize each campaign. Each recommendation displays a score uplift percentage, showing how much your optimization score will be impacted when you apply or dismiss that recommendation. Optimization Score is available at Account and Campaign level, and is shown for active Search, Shopping and Audience campaigns,” said Jessica Cui, Principal Program Manager, and Cristiano Ventura Sr. Product Marketing Manager.


5. Google Ads Search Terms Report Adds Historical Query Data for Impressions Without Clicks (5:51) – Beginning Sep 9, 2021, Google Ads will show advertisers historical data for queries that received impressions but no clicks in the search terms report for Search and Dynamic Search Ads campaigns.

“Historically, the report only ever showed queries that resulted in a click,” according to Pallavi Naresh, senior product manager at Google. “Most advertisers will continue to see most of their queries prior to Sept 1, 2020,” Naresh said, reiterating, “We are only removing historical queries that did not meet the new thresholds for search query reporting that we established in September 2020. We are removing this data as part of our ongoing effort to make our privacy thresholds consistent across Google.”

And, on February 1, 2022, the company will remove historical query data collected before September 1, 2020 (the day before the company initially limited search terms reporting) that doesn’t meet its privacy thresholds.


6. Facebook Announced Its First-Generation Smart Glasses (9:03) – They may not be fully functioning AR glasses, as such, but Facebook’s preparing to launch its first foray into wearables, with the initial iteration of its smart glasses set to be released, in partnership with Ray-Ban. The functionality displayed looks very much like Snap’s Spectacles product, with the glasses able to capture your real-world view, which you can then share, presumably to Facebook and Instagram direct.

Will Facebook’s smart glasses be a big statement, a marketing win, and a commercial failure? Listen to the podcast for our analysis.


7. New Verification Guidelines For Facebook And Instagram Accounts (12:03) – There is one thing that Facebook evidently wanted to make perfectly clear – Verifications are not endorsements from the platform. Rather, it’s a signal of notability and authenticity. Facebook also stressed that getting your business or personal profile verified has no weighting on the system’s preferences, and will not be ‘favored’.

To submit a verification application, brands and personalities must submit a form. The form now asks for the following:
a) Specification

b) Authenticity Confirmation

c) Notability Confirmation

d) Optional Extras


8. Instagram Settles Debate Regarding Ideal Hashtag Placement (13:46) – Some people claim that putting the hashtag in the caption of your post is the best place for it to go whereas others are going to claim that the hashtag will end up being better placed in the comments with all things having been considered and taken into account. Instagram has now weighed in on this in an official capacity by announcing on its creators’ page that the best way to use a hashtag is to incorporate it into your caption rather than posting it in the first comment, second or so.