Google Introduces Game Changing Combined Audience Targeting

by | Nov 21, 2019 | News

Grab your hot beverage of choice, cause we’re here to talk scheming Tories, combined audience targeting for search campaigns, Facebook’s hip new youth app, and Bing bragging about Bert. Bet you can’t say that five times in a row. 

Home > News > Google Introduces Game Changing Combined Audience Targeting

It’s getting a bit cheeky out there on social media. 

 

“No action to be taken” after Tory Twitter Transgression

This week saw ITV’s election debate hit TV screens across the country – an event which resulted in the Conservative Party using its Twitter account to pose as an independent fact checking service. Yep. 

@CCHQPress changed its name to @factcheckUK during the debate, and updated its profile picture to a white tick against a purple background. Using this appearance, the profile shared pro-Conservative claims with the word “FACT”, and included the #LeadersDebate hashtag. For the many, many users following the debate on Twitter, it would have been easy to assume that the quotes were indeed from an independent fact checker – and not from a political party masquerading as one. 

Twitter has made a statement indicating that it won’t be taking action against the Conservative Party at this time – but will if a similar thing happens again. “Any further attempts to mislead people by editing verified profile information – in a manner seen during the UK election debate – will result in decisive corrective action,” explained the statement. But what about the people that were misled this time? Read more at Campaign Live

 

Google introduces ‘Game Changing’ Combined Audience Targeting

While we’re yet to see a formal announcement, advertisers are starting to see combined audience targeting for campaigns within their Google Ads accounts. 

The features means advertisers can “layer combinations of in-market, affinity, demographic, and remarketing audiences using “AND”, “OR”, or “NOT” directives” – with the “AND” directive being the real game-changer. This allows advertisers to target ads to users who appear in two or more specific audiences, for the first time ever. If it’s available for you, you’ll see it within the Audiences tab in your campaign. Click the blue pencil to add an audience, choose Browse, and it will be the last option. 

2019 has been a big year when it comes to audience targeting for search campaigns, and this is another positive step. Now, campaigns can be targeted in a more precise way than ever before, potentially allowing for more experimentation with things like messaging and bidding. Check out more on the news a Search Engine Journal

 

Bing Gets You! Image Search Improved for More Precise User Queries  

Bing has improved its understanding of the “relationship between user queries, images, and webpages”, in a bid to make its image search engine more precise and user-friendly. 

The search engine will also introduce multi-granularity matching, which will include techniques like vector match, attribute match, and best representative query (BRQ) match. BRQ match is based on Bing having improved the meta data for images to include BRQ information. This is comprised of the query that Bing believes the image would be a great result for – typically a summarisation of the topic of the webpage, and what features within the image. Bing says that the richer the set of BRQs, the better image search results will be. 

Attribute match is another interesting technique, whereby Bing will extract object attributes and detectors in order to determine features or context – both from what’s within an image, and what else is featured on the page. Is Bing on the rise? Or are we talking too little, too late? Read more at Search Engine Journal

 

Facebook Tries to Stay ‘Hip’ with the Kids with new ‘Meme Maker’ app

Facebook is behind a new meme-making app, designed to keep the social media giant ‘down with the kids’ – or at least, to regain some cool points. 

The app, called Whale, is now available for Canadian users thanks to a company called NPE Team LLC, which stands for ‘New Product Experimentation’ team – part of Facebook’s experimental app division. It lets users make their own memes using simple templates and tools, with their own images or images from a stock photo library. You can add text, emojis, filters and more to create your meme, with the option to then save or share. 

While Facebook is clearly hoping that this will take off among younger user groups, who are obviously all about that meme life, this isn’t the first youth app the platform has launched. Ever heard of Poke, Lifestage, Threads or Lasso? Nope, same. Maybe we’ll be adding Whale to that list soon, once the test on Canadian users is complete. Or maybe Giphy has now got a run for its money. Take a look at the story at Social Media Today. 

 

I saw it first! Turns out Bing was using BERT 6 months before Google…

Microsoft has come out and stated that it has been using BERT to improve its search results since April – 6 months before Google’s own BERT announcement. 

Bing has announced that its use of BERT has resulted in the biggest improvements in search quality in the last year, using improved natural language processing capabilities to understand what exactly it is that a user wants to learn. This builds on Bing’s Intelligent Search features, such as Intelligent Answers and Intelligent Image search, all of which help to improve user experience within the platform. 

All of these features could allow Bing to preserve, if not grow, its share of the search market – meaning that it may well continue to be a viable option for marketers planning both organic and paid campaigns over the coming years. Read more at Search Engine Land. 

 

A challenger approaches… Welcome New Social Network ‘WT:Social’ from Wikipedia Creator

The founder of Wikipedia has announced that his brand new social network, WT:Social, now has more than 160,000 members – after positioning itself as a more trustworthy option that some of the other social big players. 

Jimmy Wales, the man behind the app, says that they will never sell user data, instead relying on the “generosity of individual donors” rather than paid ads. Those who want to sign up pay a subscription of £10 per month or £80 per year in the UK, or join a waiting list before being asked to invite others. 

The platform is positioning itself as being a news focused destination, with a time-focused timeline – not an algorithmically-based option. Users will also be able to edit “misleading” headlines, with Wales saying this puts people in more control over the content they digest. “We will empower you to make your own choices about what content you are served, and to directly edit misleading headlines, or flag problem posts,” reads the introduction to WT:Social.

However, with people so used to using social media and digesting news for free, will people really be up for handing over their hard-earned cash? Read more at BBC News, or let us know your thoughts. 

The weekend is almost here, guys. Enjoy your two days of hibernation, and we’ll see you back here next week for more. Who knows what will happen by then?

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