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Facebook Updates Verification Guidelines | This week in digital marketing

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Welcome to our weekly review of major happenings in the digital space. Here are a few significant updates that might interest you;

  • Google to Begin Sharing More Search Term Data With Advertisers

Google Ads will now be sharing more query data with advertisers. Google explained that search term data is considered personal data but that it has been working toward solutions to help maintain privacy while still sharing data back to advertisers. Now, advertisers can see 6.5x more search term data, on average. To also improve privacy standards, Google will remove search term data from September 1, 2020, when the initial privacy restrictions were rolled out to govern search term reporting. Search term data before September 1, 2020 will be available until February 1, 2022.  

Google also shared their plan on providing additional data in the Insights page in the coming months to help advertisers understand how customers found them on search. No specific date of this change has been announced but Google noted that advertisers would have visibility into search query themes that drove performance, even if those queries were masked from the search terms report. For more information, click here

  • Microsoft Ads Announces Optimization Score

Microsoft Ads now has Optimization Score in their Recommendations tab. This new feature is to help advertisers improve their account optimization status, manage their time more efficiently and track optimization efforts over time. Along with the overall Optimization Score, there is a list of recommendations tailored specifically for an account to help optimize each campaign. Each recommendation displays a score uplift percentage, showing how much optimization score will be impacted when an advertiser applies or dismiss that recommendation. 

Optimization Score is now available at Account and Campaign level and is shown for active Search, Shopping and Audience campaigns.  The availability of Optimization Score in Microsoft Ads now means advertisers will now properly understand all of the recommendations they get and consider options they may not have before. For more information about this update, click here

  • YouTube Adds 5 Features for Creators

YouTube has announced that it is adding 5 new features for video creators. This is to offer them more viewer insights, control over ads and video chapters. The new features are: 

  • Evergreen video insights: YouTube is giving creators access to insights for evergreen videos. This was first introduced as an experiment last month to help creators improve their monthly channel performance analysis. Following positive feedback from those in the test group, this is now rolling out to all creators.
  • Trending hashtags: YouTube recently launched trending hashtags in the explore section For creators, these hashtags can also be a useful source of data for identifying what has buzz on YouTube. That insight can guide the direction of their future videos.
  • AdSense blocking controls: For creators that are eligible to run ads, YouTube is offering them AdSense blocking controls. This helps creators indicate which specific ads, or types of ads, they don’t want to appear on their channel.
  • Bulk editing of video chapters: YouTube is making it easier to edit the chapters of a large number of videos at the same time. To do this YouTube is adding the option to allow or disallow chapters via bulk editing in the upload list.
  • Appeal yellow monetization icons in Studio Mobile: YouTube is rolling out the ability for creators to appeal yellow icons via the Studio Mobile app, instead of solely via desktop. This is for creators in the YouTube Partner Program. A yellow icon refers to a video receiving little to no monetization privileges, which is less desirable than a green icon that grants full privileges.

For more information, click here.

  • Twitter Launches Live Test of New Option to Remove Specific Followers

Twitter has officially launched the first live test of its new process to remove specific followers from a user audience. This eliminates the need to block/unblock a follower. Those in the live test will now be able to select ‘Remove this follower’ directly from a specific user’s options listing within their ‘Followers’ display. The unfollowed user will not be notified that they have been removed, and they will be able to re-follow again if they choose. 

The focus of Twitter is to provide more ways for users to manage their in-app interactions and avoid unwanted engagement. The ability to quickly and easily remove followers could help reduce confrontation, while also avoiding future issues. The new ‘Remove follower’ feature is now being tested in the web version of the app. For more information about this update, click here

  • Facebook Provides Updated Overview of its Verification Guidelines for Facebook and Instagram

Facebook has provided a new overview of its approach to verification, and who qualifies for the blue checkmark in its apps. Facebook explained that verification is a way for people to know which accounts are authentic and notable. They further explained that verification badges aren’t an endorsement and it is not considered as a symbol of importance. To qualify for verification on Facebook and/or Instagram, your account must: 

  • Represent a real person, registered business or entity.
  • Be the unique presence of the person or business it represents. Notable entities (for example pets or publications) are also eligible.
  • Be public and have a bio, profile photo and at least one post.
  • Represent a well-known, highly searched-for person, brand or entity.
  • Only one account per person or business may be verified, with exceptions for language-specific accounts

Facebook also notes that Verified accounts can’t change their account’s name or transfer that verification onto a different person or entity. For more information, click here

Thank you for reading. See you next Friday for more news and interesting reads in the digital space. 


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