This week on the Exposure Ninja Digital Marketing Podcast, our very own Lozz Newton is back by popular demand to discuss the biggest updates to the Facebook ads platform that you need to be aware of as marketers. Beware that it’s not all sunshine and roses, but let’s start with the good news!
If you’ve used Google Analytics, you’ll be familiar with the kind of information that you can get from it. Well, guess what? You can now access similar information on Facebook Analytics. Not only that, but there are few extra features that you will not find in Google Analytics. Notably, Facebook’s system will incorporate data from across your website if you have your Facebook Pixel installed. You’ll be able to follow the user’s journey from the Facebook page to your website, and how specifically they have interacted with your brand. This is huge if your primary focus is Facebook ads and not Google ads. It could mean less tracking codes to worry about, fewer programs and stats to have to check, and a more integrated overview of your pipeline for Facebook ads.
One thing we’ve been excited about and have been experimenting with are chatbots. Chatbots are a serious new way to guide the conversation and can be used to personalise the experience for each user.
Some of the things you can do include asking customers questions in order to guide them to the right products or services, and setting up broadcast options if somebody is already engaged with you the same way as email marketing. Chatbots are also great news to save a lot of time answering the same questions over and over and, as a nice added bonus, you can now get a 100% response rate on your Facebook page!
The Bad News
Facebook has been trying out some tests to the news feeds in a few countries, in which any organic, non-promoted content would not show on the main news feed unless the business page pays for it. Currently, Facebook says they have no plans to roll out the test globally. However, this wouldn’t be the first time that they have introduced something like this. They have also reduced the visibility of business page content several times in the past. So, if this does get rolled out, then it could be very bad news for small businesses that rely on this kind of visibility for traffic.
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