Another month has passed by as we find ourselves edging towards 2017. Here’s a look at what went down during September in relation to marketing.
Firstly, the new LinkedIn conversion tracking from MarketingLand.com:
By Sahil Jain
LinkedIn’s new performance metrics provide greater insights into how campaigns are impacting business goals and empower marketers to make more informed decisions when optimizing for return on ad spend.
Using the new metrics, marketers can better understand which audiences and ad creative are driving conversions. According to metric definitions taken directly from LinkedIn Campaign Manager:
- Conversions – The total number of times people took a desired action after clicking on or seeing your ad.
- Post-click conversions – The percentage of clicks on your ad(s) that led to a conversion.
- View through conversions – The percentage of impressions of your ad(s) that led to a conversion.
- Conversion rate – This is the percentage of clicks that led to a conversion (conversions divided by clicks).
- Cost per conversion – This is the average amount you spent on each conversion (total spent divided by conversions)
- Total conversion value – This is the total dollar value of all conversions (value per conversion times conversions).
- Return on ad spend – This is the percentage of revenue generated for every dollar spent (total conversion value divided by spend).
Twitter rolled out its new relaxed 140-character limit too. Images, gifs and videos no longer count towards your character limit, along with quoted tweets. However, links, hashtags and usernames in replies still do.
Also on Twitter, new features have been made available for business profiles. As announced on Twitter’s blog:
By Travis Lull
These new features enable businesses to tell users they provide help on Twitter, indicate when they’re most active, and ensure people know they have the option to send them a Direct Message.
Businesses can now indicate that they provide support, which adds that information to suggestions when people search for a business, @mention a business in a Tweet, or find a business in Direct Messages. Additionally, businesses can display hours of availability on their profile to help set people’s expectations for when they are likely to reply. These businesses’ profiles will also display a more prominent button to start a Direct Message so people know the business offers support privately.
Over on Pinterest they’ve created a new ‘Promote’ button for businesses to promote a pin.
With the new button you can have your pin promoted in as little as 9 seconds making advertising on Pinterest easier than ever.
Facebook today is debuting a system called “dynamic ads for retail” […] These new ads are designed to allow merchants to only serve Facebook promos of products that are actually available in a chain brand’s location. They come just in time for the holidays, as brands finalize their fourth-quarter ad budgets.
“We are basically plugging into the bricks-and-mortar inventory and showcasing products that are available at a location close to the person seeing the ad,” said Maz Sharafi, director of monetization at Facebook.
With October just around the corner, we’re rapidly en-route to 2017. In the online marketing industry, it remains key to stay up-to-date with news and information.
Image source: https://business.pinterest.com/en/blog/advertising-pinterest-made-easy