July 23

The Weekly Briefing: Facebook Testing a ‘Buy’ Button

This week’s Monday morning meeting delivered a variety of digital news. It ranged from Google’s update to Webmaster Tools, all the way to the testing of a new marketing tool by you guessed it…Facebook. We cover those stories and more below:

Facebook’s Latest Marketing Feature

Digital Marketing Specialist Angela Sanders presented on Facebook’s latest marketing push – the testing of a “buy” button within the social network’s newsfeed. “With this feature, people on desktop or mobile can click the “Buy” call-to-action button on ads and Page posts to purchase a product directly from a business, without leaving Facebook,” stated the social giant via a blog post. Testing is still in the early phases and limited to just a few U.S.-based SMBs. Meanwhile, Facebook says it will discuss the feature later after its assessment.

Google Expands Webmaster Tools

Digital Marketing Specialist Samantha Lunzer presented on Google’s latest change to Webmaster Tools – an update to the robots.txt file. With the change, webmasters are now able to view which lines in the file are blocking particular webpages. The update also allows them to alter and test the text before pushing the file live and interestingly enough lets them view older versions of their robots.txt files – giving them the ability to analyze any previous issues.

Link Building with Anchor Text

Copywriter Jared Townsend discussed an article he read from Kaila Strong of Act-On covering how not to link build using exact match anchor text. Exact match anchor text means hyperlinking a highly searched keyword that doesn’t appear naturally within the content. For example, a bad link building effort could include a blog submission wherein the user attempts to hyperlink a highly searched term like “bicycles for sale” to a company’s website, all while never mentioning the company within the blog post’s actual text (Google could penalize this via Panda). Rather, it’s better to hyperlink company names, whether it’s done through the text or through an author bio. As always, making hyperlinking efforts appear natural is your best bet.

Bot Fraud Hindering Marketing

Marketing Director Caitlin Tvrdik discussed a plan by 30 members of the Association of National Advertisers to study the effect that bot fraud is having on digital campaign efforts. According to an article from Adweek, the association estimates that between 25 and 50% of the money companies spend on digital ads goes to waste because of traffic that’s fraudulent. To make the study possible, the companies are teaming up with White Ops, a fraud detection firm. Fraud results will then be analyzed.