Good morning, let’s look back on Facebook and Instagram marketing.

Welcome to the New Year! As we look back on 2019, we’re taking stock of the changes and trends that will help shape marketing in 2020. Today, we focus on Facebook and Instagram with a selection of influential stories and a Pro Tip from the community.


Taylor Peterson
Deputy Editor

1. Instagram’s e-commerce success is building with Stories by Jon Kroopf
Instagram’s shoppable update for Stories earlier this year and a standalone IG Shopping app in development, it is well positioned to continue its journey into e-commerce.

2. Instagram debuts in-app checkout for e-commerce brands by Amy Gesenhues
The feature allows users to make purchases without leaving the app.

3. Top 5 Facebook creative design pitfalls to avoid by Kevin Goodwin
Design for an action-based aim to increase clicks, calls or conversions because your ad dollars should convert to quantitative results.

4. What will happen to influencer marketing if Instagram ‘Likes’ go away? by Amy Gesenhues
Instagram recently tested eliminating “Like” counts on posts, a move that would likely empower influencer marketing agencies.

5. Facebook ads aren’t what they used to be, so it’s time for smarter social ad buying by Taylor Peterson
In a flooded social landscape, Wenograd argues that the most successful brands will be the ones that integrate robust paid strategies and prioritize high-quality creative.

6. Facebook Ads Manager issues are causing major headaches for advertisers by Amy Gesenhues Marketers report seeing noticeable problems as far back as last November when the platform suffered an outage days before Black Friday.

7. Facebook testing two new ad features: in-app checkout for Facebook ads, new ad unit for Instagram by Amy Gesenhues
A small set of advertisers have access to the the in-app checkout feature for Facebook News Feed ads.

8. Facebook’s Campaign Budget Optimization is coming. Are you ready? by Amy Gesenhues
The time to start testing CBO is now.

9. Facebook removing gray verified badges from Pages later this month by Amy Gesenhues
Page owners will begin receiving notices this week that the badges are going away starting October 28.

10. Responsive ads come to Facebook with Multiple Text Optimization by Amy Gesenhues
Advertisers can create several versions of ad copy, headline and description at the ad level.

Pro Tip Throwback

Know the best practices on your social media platforms

“Know the terrain of the digital landscape and make sure that you can articulate your message in different ways depending on the platform,” explains Ronald Dod of Visiture. “With Twitter, LinkedIn, Facebook and other social media platform advertising, you’ll need to be especially aware of this. Something that works as a tweet often doesn’t make a good LinkedIn post, and vice versa. If your social media posts aren’t getting enough engagement, consider that they might need to be tailored to the platform better and review some best practices and stay on top of recent updates when writing for different social media. Familiarizing yourself with each platform’s unique standards, such as their character limits and post formatting is important.”

Learn More »


2020 Outlook for AI in B2B Marketing

Sponsored by Metadata

Discover the top trends in AI use cases for marketing. Join us on Thursday, January 9th, for this live webinar. You’ll hear about the practical applications of AI in marketing functions, as well as the real results companies are getting by using AI in their marketing programs.

RSVP today »

Resource Spotlight

The Periodic Tables of PPC

This brand new resource from Search Engine Land is designed to help marketers understand the factors involved in successful paid search efforts — whether you’re a novice or long-time practitioner. The two tables and accompanying report with additional resources, focus on the growing number of campaign types, formats, copy options, bidding and targeting mechanisms as well as optimization and measurement levers. The tables also provide an at-a-glance view of the influence of automation and machine learning on paid search. 

Download your copy today »


Dive deep with an SMX workshop!

Tack an extra day of training onto your SMX West itinerary and attend one of six exclusive workshops on Friday, February 21 from 9:00am – 5:00pm. These expert-led workshops are the perfect way to drill down into a specific search marketing topic and round out an amazing few days of learning. You’ll walk away with actionable tactics you can implement immediately to drive results. Topics include Amazon Advertising, Paid Social Commerce, Advanced Local & Multi-Location SEO Strategies, Advanced SEO Training, Advanced Google Ads Training, and Hardcore Technical SEO Tactics & Techniques. Which will you choose?

Register now! »