Flywheel News | August 2020 Digital Marketing Month in Review

  1. Google Travel Updated With New COVID-19 Related Features

COVID-19 had severely impacted how people travel and plan for travel. Knowing this, Google has incorporated new features into its travel portal to help consumers with their planning and keep them on Google as their travel planning resource. Along with COVID-19 related warnings about specific destinations, Google has also incorporated a feature that shows you the percentage of open hotels with availability and flights currently operating. It will also show travelers if a specific destination is trending for COVID-19 and new cases. Another new feature allows travelers to filter by hotels that offer free cancellations. Ensure you are keeping your hotel’s guests and potential guests as up to date as possible with your policies and procedures on all of your channels, including Google My Business.

  1. Facebook Announces More Ad Targeting Option Removals 

In the past, Facebook has removed targeting options within it’s platform due to anything that could be used on a discriminatory basis. Facebook doesn’t state this as a reason for this most recent removal of 1000 targeting options, and instead notes it as removal “because they’re just not seeing much use.” However, it’s important to note Facebook’s decision to get rid of more granular targeting. Even though we don’t think this will impact us or our clients targeting much, we’ll be monitoring campaigns to ensure we update and replace targeting as necessary. 

  1. Google Showcases Mobile Data with COVID-19 Community Mobility Reports

Google has released what it’s calling "COVID-19 Community Mobility Reports" which are developed to help public health officials combat COVID-19. You’re able to dive into data that Google has from mobile devices to understand how people are moving around their communities vs pre-COVID-19. You’re able to look at categories including Retail & Recreation, Grocery & Pharmacy, Parks, Transit stations, Workplaces, and residential at the state or county level. Check it out here.

  1. Facebook Warns of Impacts to Audience Network Due to iOS Update
Facebook announced that due to the most recent iOS update on Apple devices, they will no longer be collecting the IDFA for advertisers on their apps on iOS 14 devices. This impacts publishers' and apps' ability to monetize through the Audience Network, which is Facebook’s off-Facebook, in-app advertising network for mobile apps. It does not impact on-Facebook ad audience targeting. This is yet another example of privacy changes coming to platforms, devices, and browsers that will impact digital advertising targeting and tracking moving forward.

  1. Facebook Ads Shop Tab & Expands Shops to All US Businesses 
Facebook has unveiled the new Shop tab navigation within its menu, allowing users to easily find products from their favorite brands and businesses. If you have any sort of retail or eCommerce component to your business, you should be taking advantage of the Facebook and Instagram shops that are now available to all businesses in the US. Learn more about all of these new features here. These are just a few of the ways Facebook is building it’s eCommerce component, taking on Google and Amazon.

  1. Pinterest Shares Travel Recovery Data & Ways Brands Are Inspiring Travel Again
Pinterest recently shared a blog that highlighted some of it’s Pinterest trends and travel-specific data. While it calls out trends that we were already aware of, like the increase in road trip searches and outdoor focused destinations, it’s important to note that it’s also seeing increases in air travel-related searches like “airplane essentials” and that the number of travelers passing through airport security is nearly 10x higher than in early April. Pinterest also dives into how top travel brands including Disney are helping travelers imagine future trips and reassuring travelers with messages of safety and trust. GCommerce continues to recommend that hotel clients focus on the planning and prospecting phase of the consumer journey through effective campaigns that showcase messaging around safety as well as escapes.