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Bullseye Buzz: Facebook Subtraction, Google Addition, Messenger Multiplication

by | May 1, 2020

By Mark Eting

Bullseye Strategy Special Correspondent

Facebook Does an About-Face

Less than a year ago, Facebook made campaign budget optimization mandatory,  and digital marketers have been pushing back since before it was being enforced. We’re happy to report that after some consideration (and mixed results), Facebook will go back to allowing advertisers the choice to have budgets managed at either the campaign or ad level. 

Facebook is also rolling out new metrics to their ad library listings for transparency. According to a Tweet by Rob Leathern, Facebook’s Integrity Team Leader, they’ve added “potential reach,” are grouping similar ads together, and offering more filters. 

If you’re still not full of all the Facebook news, here’s a 64-page guide full of tips to help brands and organizations use all aspects of Facebook and Instagram content, including Stories, live-streaming, and IGTV to connect with audiences during the global crisis. 

Google Adds Room to Call Ads

Good news: Many businesses are being overwhelmed by calls right now!
Bad news: that can be a poor user experience when in times of reduced available staff due to a pandemic. Google is providing a method to relieve some of the pressure on call volume by allowing Call Ads to expand and feature a “visit website” link below the description. 

As a bonus, the expanded, web-link version provides for greater visibility on the results page.

Messenger: Room With a Lot of Views

With the immediate demands for video, specifically video conferencing, Facebook has introduced Messenger Rooms. Messenger Rooms make it easy to video conference with up to 50 people, and it can be used and created right from inside the Facebook and Messenger app. You can invite anyone to join the call, even if they do not have a Facebook account. 

From Facebook: 

“Host celebrations, gather a book club, or just hang out on the couch with friends. You don’t need to call someone and hope it’s a good time or check everyone’s calendar first. You can start and share rooms on Facebook through News Feed, Groups, and Events, so it’s easy for people to drop by. Soon we’ll add ways to create rooms from Instagram Direct, WhatsApp, and Portal, too.”

Messenger Rooms is rolling out now by country and should be worldwide in the coming weeks. 

Stay safe. Stay classy. Stay indoors.

“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry


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