Today in Digital Marketing - The Case of the Disappearing Facebook Audiences

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. Today, TikTok rolls out new tools for live streamed e-commerce. Be protected. Be Zen. 2021. Happy Indigenous Day, Chile. I'm Todd Maffin from EngageQ Digital, and here's what you missed today in digital marketing. When we start with what may be a bug in Facebook's ads manager, I've seen a number of reports today saying that some campaigns are getting an error message saying that your page engagement custom audiences will be deleted because the source page was deleted. What's particularly scary about this bug is that in their audiences list, people are reporting that the statuses all read, warning, deleting in 35 days.

Starting point is 00:01:14 As far as anyone can tell, this is just a bug, since the people who report this also say, nope, they didn't delete any of the source pages. I couldn't find any statement from Facebook on this, but yes, quite likely a bug. Just a reminder though, if an audience hasn't been used in any active ad set for more than two years, that audience will begin to expire. If you still don't use it after that warning, 90 days later, Facebook will delete that audience. TikTok really, really wants your brand to live stream. Yesterday announcing a pile of new features, certainly aimed at the e-commerce side of live streaming. Here are the features.

Starting point is 00:01:52 First, you will be able to schedule your brand's live streams in advance. They're calling these TikTok events. A nice touch, TikTok live streams can now be viewed picture in picture on mobile devices, so you can keep watching while you surf tinder or whatever a new feature called live together lets two users broadcast live on the same stream this might be really good if you've got a guest expert or an influencer on board for a campaign soon they'll have a discovery section with topics like chat gaming fashion and so on for people to poke around and find interesting live content.

Starting point is 00:02:28 And TikTok is more widely rolling out the live moderator's ability, so you can have a staff person double-checking comments as they come in. There's also now keyword filters, so you can add up to 200 terms that TikTok will filter out of the chat. Trust me on this, put the word cryptocurrency in that feature. And finally, if someone types in something that TikTok thinks might be harmful or abusive, it'll prompt the user to think twice before posting. This morning, Twitter began testing a new shop module that sits front and center on a Twitter profile. The test is only happening in the U.S. for now.

Starting point is 00:03:04 Quoting TechCrunch, it offers brands, businesses, and other retailers the ability to showcase their products to Twitter users directly on the business's profile. Users will then be able to scroll through a carousel of product images in the module and tap through on the product they're interested in purchasing. This opens up the business's website inside the Twitter app itself,

Starting point is 00:03:23 where the customer can learn more about the product in question and opt to make a purchase, unquote. This is all part of Twitter's plans, of course, to create different types of accounts. Right now, there's only one type, but soon there'll be personal, business, and creator accounts, just like Instagram or TikTok. This will only be available to the latter two profile types for now, which very few accounts even have yet. No, you cannot apply to be in the pilot. It's only about a dozen brands they're working with right now, but it's a good glimpse into the kind of evolution Twitter is trying to achieve in the digital marketing space. Some other things they're testing, a new e-commerce feature for tweets that lets businesses link to

Starting point is 00:03:59 product pages, like on a Shopify store. By the way, if this sounds familiar, that's because Twitter actually tried something a few years ago before shutting it all down. Something quite similar. In 2017, they phased out their buy button, citing a lack of traction with business partners. Clearly, with other platforms investing heavily in e-commerce now, Twitter figures they should be at least in there a little bit. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches,

Starting point is 00:04:40 and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. So you've got your Google My Business stuff all together. You've claimed your business, input your hours,

Starting point is 00:04:53 and all that stuff. But have you done that over on Apple Maps as well? Many businesses haven't, and Apple hopes its relaunch of those tools will change that. They used to call it Apple Maps Connect,

Starting point is 00:05:04 but they've rebranded that to Apple Business Register. You can access it at register.apple.com slash places on map. If you haven't yet claimed your business there, of course you should do that. Some people are reporting they have to reclaim their business, even though they did it a few years back. Looks like it's a manual review process

Starting point is 00:05:21 that could take about a week. Some quarterly financials are out and Google had some huge news there. Revenue from Google ads was up 69% year over year. That got them to $50 billion in revenue. To put that in perspective, Google's total corporate revenue was $62 billion. So Google ads are still by far the primary driver. Here's another way to look at how big a jump that was. Here are the numbers from the last few years of Q2s, starting with 2017. You ready? Try to picture this in your head on like a chart. $26 billion, $32 billion, $38 billion in 2019, $38 billion again in 2020, and this quarter, $62 billion. Microsoft also did very well, a 53% year-over-year for the entire company.

Starting point is 00:06:13 The ads part of that was up 46%. Meanwhile, LinkedIn said it had another quarter of record engagement and also surpassed $10 billion in annual revenue for the first time. Since buying the platform in 2017, Microsoft has added a bunch of new ad tools, especially around video content. They say their users are 20 times more likely to share a video than any other type of post. One slight problem with their numbers, unlike other platforms which report daily active users, or in Twitter's case, monetizable daily active users, LinkedIn only provides a top-line number on total number of members. That's not a great metric, considering most of those members likely don't log in every day. This Friday at 1 o'clock Pacific, that's 4 p.m. Eastern, 9 p.m. London time, another ListenerZoom.

Starting point is 00:07:07 These are free for everyone to attend. It will likely just be a happy hour of all of us chatting, so come with your own issues, complaints, questions. We'll all solve them together. Mark it in your calendar this Friday, 1 p.m. Pacific, 4 p.m. Eastern, 9 p.m. London time. The Zoom link to join us is b.link slash ListenerZ listenerzoom and that link is in the episode description as well. I just checked today, we have almost 500 digital marketers just like you in our Slack community. Inside, you are going to find exclusive

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Today in Digital Marketing - The Case of the Disappearing Facebook Audiences

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