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How New Ad Transparency Tools Will Impact Your Paid Social Strategy

With two announcements made within hours of each other, Facebook and Twitter just changed the game for social advertising.

Previously, paid social had been more or less an informational black hole, providing none of the competitor monitoring available with other types of media: no ad spend tracking, no share of voice, and no visibility into competitor ad creative. Those well-versed in the nuances of social performance could make an educated guess at how competitors were activating paid social based on live tweets/posts, but this was an imperfect tactic that missed a potentially large chunk of “dark” unpublished ad activity.

That changed on June 28. Facing strong pressure to make social media a friendlier, safer space—one where misinformation cannot easily spread unchecked—Facebook and Twitter both took a huge leap toward increased transparency by making paid ads visible to everyone. On Facebook, anyone can now click to a Page and see all active ads that are running across Facebook, Instagram, Messenger, and its partner network. Twitter, in contrast, has created an Ads Transparency Center, where anyone can search for an advertiser and see all ads that were run in the past seven days.

This new transparency unlocks an unbelievably rich treasure trove of information for curious marketers. Through daily monitoring and tracking, we can access real-time information about how competitors are activating paid social to understand things like:

  • How active are competitors with regards to social ads?
  • How does ad activity on one platform compare to the others?
  • How many ads are competitors running at one time?
  • How narrowly are competitors targeting?
  • What products are competitors focused on?
  • Is competitor messaging about branding or sales or both?
  • How are competitors geotargeting?
  • Are competitors running dark ads?
  • Is their activity seasonal?
  • Are competitors running lead gen or conversion campaigns?

The key missing piece is total media investment on social, but marketers can guesstimate with much greater accuracy than before.

Overall, we see access to this information raising social advertising to a higher level of sophistication. By systematically analyzing what competitors are doing, your brand can play a more strategic game in what it chooses to advertise and how. Your brand can also get a better read of whether is are ahead of the curve, or far behind it, and act accordingly.

And of course, your competitors will be doing the same. Ads transparency has moved the goal posts, and the marketers who start leveraging this new data into their planning will get the winning advantage.

Simplicity Talks Episode 2 – A Crisis of Trust

Download and subscribe to Simplicity Talks on iTunes.

Simplicity Talks: a conversation exploring the issues and trends in the worlds of business and brand through the unique Siegel+Gale lens of simplicity.
In this episode we delve into an apparent “crisis of trust” facing some of the biggest industries and names out there, from the Big Four accountancy firms to Big Pharma. This week we get views on this crisis and what it means for the players caught in the crossfire from Design Director,
Mike Tyson and Ben Osborne, Director of Insights, EMEA.

What We Learned in June 2018: The Digital Marketing Month in a Minute

You can now see any active competitors ads on Facebook and Twitter

Off the back of claims of interference in the US presidential election by Russian companies using bots, both Facebook and Twitter have taken significant steps to make their ad platforms more transparent. From the end of June you can now see any ads using the Twitter transparency tool or by visiting any Facebook page and clicking ‘Info and ads’ in vertical navigation on the left side of a page.

Facebook and Twitter now let you see anyone’s ads (Distilled)

Google Search Console Analytics API now comes with 16 months of data

The overhaul of Google Search Console continues. Previously 16 months worth of data had only been available via the user interface, but Google has now opened this up to the API as well.

Read the full story (Search Engine Land)

Google simplifying branding of Adwords and DoubleClick

After almost two decades, Adwords and DoubleClick will cease to exist as Google look to rebrand their current offerings to better reflect their current capabilities. The major rebranding has resulted in Google Adwords becoming Google Ads, DoubleClick and Google Analytics 360 Suite becoming Google Marketing Platform, and DoubleClick for Publishers and DoubleClick Ad Exchange becoming Google Ad Manager.

Read the full story (Search Engine Land)

Supreme Court Rules States Can Collect Sales Tax on Web Purchases

The supreme court has ruled that online retailer can now be required to collect online sales tax from customers. The ruling which will impact retailers such as Amazon, Apple, Macy’s, Target and Walmart, has overturned a ruling which previously meant retailers didn’t have to charge the tax, as long as customers paid it themselves. In the vast majority of instances, customers weren’t paying this tax.

Read the full story (Guardian)

Google releases new URL inspection tool

As part of the ever-changing Google Search Console, a new URL inspection tool has been released. The tool provides detailed crawling, indexing and serving information directly from the Google index. If for whatever reason, a page isn’t indexed you can now learn why.  Additional features that have also been rolled out recently into Google Search Console include 16 months of traffic data, recipe reports (structured data support), and new Search Appearance filters.

Read the full story (Google Webmaster Central)

Instagram now worth an estimated 100 times the amount Facebook paid

Back in 2012 Facebook purchased Instagram for $1 billion. At the end of June, Bloomberg Intelligence estimated that the company is now valued at 100 times that. In that time, it has seen massive growth in users, increased ad revenue, and with the recent announcement of Instagram TV, it has a promising future as a video platform as well.

Read the full story (NY Times)

Breaking up Google

“Google accounts for about 90 percent of all Internet searches; by any honest assessment, it holds a monopoly at the very gateway to information in the modern world.”

In this article, The Boston Globe takes a look at the dominance Google has as a search engine and its ability to consume anyone who becomes a potential competitor and the case for breaking up the company.

Distilled CEO, Will Critchlow shared his opinions on the article over on Twitter arguing that “I am very much not convinced that any kind of Alphabet break-up that leaves Google search intact would really fix anything”. Read his full Twitter discussion here.

Read the full story (Boston Globe)

How Twitter Made The Tech World’s Most Unlikely Comeback

#RIPTwitter was tweeted over a million times in February 2016. Twitter had lost some of its star employees, laid off hundreds more, shares were down to $14, and it looked as though the writing was already on the wall. Another social media platform in the social media graveyard.

Alex Kantrowitz tells the story of how Twitter became the bird that emerged from the ashes.

Read the full story (Buzzfeed)

Site speed still matters

An upcoming speed update in July is due to measure incremental changes to site speed rather than dinging websites as just fast or slow. John Muller said changes will impact rankings “a little bit”.

Read the full story (SE Round Table)

What you need to know about Apple’s war on ‘digital fingerprinting’

At its annual WWDC keynote Apple announced that it would work on blocking another way sites and advertisers track you: canvas fingerprinting. Canvas fingerprinting is used to create a unique profile that can be used in a similar way to cookies, sharing information about browsers, operating systems, fonts and other pieces of data. Apple says that Safari for macOS Mojave will stop this type of tracking by limiting the browser data that sites can access, thus making it harder to track users.

Read the full story (Engadget)

How to Diagnose Your SEO Client’s Search Maturity

One of the stand out posts on Moz this month came from Heather Physioc. In her post, she takes a look at client maturity to make sure that we are pitching projects at the right level, giving us as agencies or consultants the best opportunity to create a successful working relationship and to get things done.

Read the full post (Moz)

2018 Email Industry Conditions

For those of you interested in email marketing, Really Good Emails recently released their industry survey. Data collected from over a thousand email marketers provide oversight of the current trends in the industry.

Read the full story (Really Good Emails)

Google launches Indexing API for job posting URLs

Google has made significant efforts in its abilities to index job content by releasing its indexing API for jobs. The primary aim of this API is to speed up the process of indexing jobs due to the fast-paced way that positions are often filled. On the other side of the coin, they are also stepping up their efforts to remove filled vacancies, thus providing users with a better search experience.

Read the full story (Google Webmaster Blog)


As always, we’ll finish this month off with a round-up of what we have been up to here at Distilled. June saw lots of conference-based activities. We wrapped up SearchLove Boston and created a great big roundup, and for the first time ever we have opened SearchLove London to community speakers.  

Apply to speak at SearchLove London

We are looking for speakers looking to make the transition to a bigger stage and be given the opportunity to share their knowledge with 400 people. On top of that, we are offering speaker training in our London office, along with a pass to SearchLove and lots of cool swag. Read here for more information on becoming a SearchLove London speaker.

Elsewhere on the blog, we saw Will argue that we don’t need to be changing our search strategies to accommodate voice searches, as actually there aren’t that many searches to be going after.

New York Analyst, Meagan Sievers made her Distilled debut with her post ‘How to Drive Traffic to Your Website with Instagram’ and creative regular Vicke got herself featured in the Moz top ten with her post on free creative resources when you’re short on time.

Finally, our consulting team were out in force over on the Moz blog. Dominic Woodman took a look at some of the strange technical issues we see here at Distilled and provided some actions on how to debug them. Meanwhile, Serge Stefoglo took a dive into the world of JavaScript with his post on ‘The Minimum Viable Knowledge You Need to Work with JavaScript & SEO Today

Is there any news we missed out in this months round up? We’d love to hear from you in the comments below or hit us up on @distilled over on Twitter. Until next month!

E3: An Open World, First-person Account of Gaming’s Biggest Bash

Video gaming and esports are having a “moment.” Sure, I know that marketing in the video game industry is nothing new, and pulled in 36 billion in revenue last year, according to ESA.

It simply seems to me, as a result of the explosion of esports, the phenomenon that is Fortnite, this being the highest-attended E3 ever, and the fact that gaming culture IS pop culture, there is no better time for marketers to deploy video gaming and esports programs to reach their target audiences.

I recently attended E3 in LA on behalf of several clients – and saw proof of the above firsthand. E3 is the premiere event for the video game industry and its fans, one of the biggest in the world. E3 is like the Super Bowl Media Center, Comic-Con and an EDM rave all rolled into one massive gaming extravaganza.

Here’s some takeaways from my week of gaming in LA:

Fortnite, Fortnite, FORTNITE!
In short, Fortnite dominated E3 just like it’s been dominating mainstream entertainment culture. I could not look left or right, or talk to anyone without Fortnite busting into view or out in conversations with vigor. For those not aware, Fortnite is a zombie survival co-op game that draws on the best aspects of Minecraft (building worlds and structures) and a simplistic shooter, with heavy doses of playful fun. Smack dab in the middle of E3, Fortnite and its publisher Epic Games along with mega-streamer Ninja hosted a Pro-Am tournament at LA’s Banc of California Stadium (LA MLS stadium) where 50 pros/streamers were paired up with 50 celebrities for $3M in prize money. With a sold-out crowd and 1.5million viewers on Twitch at its peak, and a concurrent viewership total of 700K, the event set a new record for a live battle royal game. Fortnite is doing great things for the industry, especially within esports communities. Fortnite is building a larger cultural connection to people in music, movies and TV. It’s is a force to be reckoned with.

Esports is Here to Stay, and Growing!
Esports has proliferated sports marketing and, among the major players in the space—League of Legends, Overwatch, NBA 2KL, Call of Duty, Fortnite—there was a lot of discussion among industry insiders on how best to market and cultivate the growth of esports, as well as streamers and casters. Though E3 was mostly focused on video game releases and publisher activity, esports was a constant theme throughout the conference.

Video Game Culture is Mainstream Pop Culture.
At the Fortnite event alone, there were 50 celebrities who regularly play video games from every corner of pop culture, including rapper Drake, NBA all-star Paul George, NFL pro-bowler Odell Beckham Jr., EDM sensation Marshmello, and more. It’s clear, given the cross-section of celebrity, athlete and musician in attendance, that gaming culture is now pop culture. Games “play” to a wide array of demographics, giving marketers a great opportunity to reach deep, but also niche, audiences.

Where are the Audiences Watching?
These fans are digital natives, traditional TV is not their first, second or even third option for media consumption. They’re steaming media online via mobile and on-console. Amazon-owned Twitch is everywhere, and rapidly evolving beyond gaming into all facets of sports and entertainment. As cord cutting grows, streaming will be omnipresent, led by YouTube, Twitch and other emerging platforms. Marketers need to be smart about using these platforms to reach consumers. Twitch alone has staggering numbers, including over one million unique visitors and 16 billion minutes of consumed media per month, and an audience mostly comprised of often hard to reach millennials, 60–70 percent of which are men between the ages of 18 to 34.

In summary:

  • For brands trying to reach Gen Z, millennial, male-skewing audiences, there is no better time to activate in gaming and esports.
  • Where marketers can win: apply the creativity and experience they have in brand marketing, sports and entertainment media relations and big idea generation to gaming and esports.
  • Deploy Influencers, given the loyal, engaged and massive digital following that gamers, streamers, esports stars, casters and more have in the space.

The post E3: An Open World, First-person Account of Gaming’s Biggest Bash appeared first on Ketchum.

Social media in the UK – the figures

They say bad news comes in threes and that has certainly been true for the social media giants this year. For the first time since Facebook invaded our lives back in 2004, 2018 has seen a decrease in the total number of users. Having collected every single Tweet since Twitter’s launch in 2006, this year The Library of Congress has decided it’s a waste of time. Lastly, Wetherspoons, the only pub chain open in the mornings, quit social media for good. 

So are we entering the end days of social media?

Let’s look at the stats…

Trying to find a single source of data for all the significant social media platforms in one spot is surprisingly tricky. Trying to find figures for the UK market is trickier still. Agencies like and have done excellent work but social media platforms don’t always make it easy. Pinterest and Snapchat are shy about releasing user numbers by market. LinkedIn are reluctant to reveal monthly active users, perhaps with good reason.

With an absurd amount of Googling, the odd finger in the air but primarily by building on the work of the aforementioned, we’ve unearthed the following best guess UK user figures for the eight leading social media platforms:

UK Social Total Users

Legitimate concerns around the monopolisation of the media, data privacy and fake news may have temporarily dented growth but I wouldn’t write the social media giants off just yet. The reality is that while Facebook, YouTube and Twitter have plateaued (let’s ignore Google+, everyone else is), LinkedIn, Instagram, Snapchat and Pinterest are growing. This doesn’t tell the whole tale though, as only Facebook, Instagram, Twitter and Snapchat are used daily.

UK Social Active Users

Those that are both growing and used daily, are Instagram and SnapChat. Interestingly, both of these platforms seem to be in a features arms race. With Facebook’s war chest behind them, this is a battle that Instagram are likely to win.

So UK brands should plough all their efforts into Instagram?

That depends on what brands use social media for. If the purpose is to engage as many people as possible, the reach and targeting possibilities of Facebook cannot be ignored, and its’ baby sister Instagram is not far behind.

If the purpose is to signpost people to your content, Twitter’s outbound links are second-to-none.

If value for money is important, Pinterest is the platform that keeps on giving.

But if the purpose is multi-fold, to have a conversation, to offer advice, to promote a campaign, to raise awareness, to nudge people to purchase, plus all of the above, then sadly there are no simple answers… drop us a line 😉


Photo credit


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