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By OppGenetix

4/18 – This Week In Digital Advertising

{4/18} This Week In Digital Advertising 

  1. Exploring YouTube Advertising Offerings: YouTube is the second largest search engine on the web and processes more than 3 billion searches a month. With the expansion of YouTube TV and other platforms it can be difficult to know which advertising option to select. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube. If you have never run ads on YouTube before it could be a good time to try and reach your potential customers in a different way. Let’s get into the different types of ads that are available to run. The first is Display Ads appear to the right of the feature video, and above the video suggestions list. Overlay Ads are semi-transparent overlays which appear on the lower portion of the video a user is watching. Skippable video ads allow viewers to skip ads after 5 seconds. Bumper Ads are non-skippable video ads of up to 6 seconds in length. Non-skippable video ads must be watched to completion before the desired video can be viewed. Finally, sponsored cards display content that may be relevant to the viewers’ video, such as products featured in the video. If you would like additional information and stats read more at social media today. 
  2. Facebook Launches New Safety Controls: The social media giant has been under pressure to update their brand safety policies and they have followed suite. Over the next few weeks, Facebook has announced that they will be updated ad filters for advertisers. This is an effort to give advertisers better access to where brand ads are placed and address safety concerns. Advertisers will now be able to choose from these three options:
    • Limited inventory offers maximum protection, similar to the opt-in category exclusions available today
    • Standard inventory provides moderate protection and is the default choice when placing ads. This is the same as no category exclusions today.
    • Full inventory selects minimal protection and ads may be delivered to all eligible content.

           If you are an advertiser and want to learn more visit Facebook’s blog announcement.

By OppGenetix

4/11 – This Week In Medical Advertising

{4/11} This Week In…Medical Advertising 

  1. Facebook to updates terms of use: Users of the social media platform will now have a clear idea of what is happening with their data in updated terms and conditions. These updates came about from pressure from the European Commission who is responsible for the implementation of the broader data protection laws (GDPR) that were rolled out last year.As a part of Facebook’s effort to be more transparent these updated terms will reflect major changes that explicitly says “that Facebook does not charge users for its services in return for users’ agreement to share their data and to be exposed to commercial advertisements.” The company has agreed to now “clearly explain that their business model relies on selling targeted advertising services to traders by using the data from the profiles of its users.” Facebook has also changed positions on third-parties misusing its platform by saying they acknowledge responsibility in case of negligence for third-parties in the platform. The European Commission will be monitoring the social media giant to make sure these changes have been implemented worldwide by the end of June 2019. If you are interested in more about these updates read more at Mashable
  2. 20 SEO Tips for Success on Google: Looking to get your local business found on Google? There are several things that can be done to help make your site a success. First check your local citations including your company name, address, and phone number and make sure they are accurate on your website. Make sure your business has a Google My Business location and upload images of your location, times you are open, and specific services you offer.  Link building is another important part of local SEO. It can help your business get found for the specific services you offer and which location has them if multiple locations apply. Your business site needs to have a mobile first approach when it comes to design of your site. This will improve your customer experience and help with conversions. Our team is available to work with you on SEO optimizations. If you want to read the full list of optimizations check out the infographic available here

facebook-changes-to-ads

By OppGenetix

Changes to Facebook Targeted Ads and How That Will Affect Performance

Facebook has agreed to overhaul their policies on targeted advertising. By the end of 2019, those looking to advertise in the housing, jobs, and credit segments can no longer target ads based on demographics of race, gender, age, or zip code. Facebook will be building out a separate platform for these segments to make sure companies are not discriminating against anyone on the platform. Some of the other updates will include a minimum 15 mile radius on geographic targets. The “Lookalike Audience” tool will not let advertisers focus on key demographics. Facebook will be building a new tool for users to search all housing ads in the U.S. These changes also include advertising on Instagram and Messenger

These changes are coming as part of a 5 million dollar settlement with several organizations including the American Civil Liberties Union, the National Fair Housing Alliance and the Communications Workers of America who have all sued Facebook over the advertising platform and ad targeting practices.

“There is a long history of discrimination in the areas of housing, employment, and credit, and this harmful behavior should not happen through Facebook ads,” Facebook Chief Operating Officer Sheryl Sandberg said in the blog post announcement.

This comes as no surprise for the tech giant who has received a lot of pressure over the years for their use of user data and ad targeting practices. In 2018, Cambridge Analytica had inappropriately gathered user data and compromised the accounts of millions of Facebook users.

Over time we will learn how this new approach to targeted advertising will affect these segments. Facebook has said they are continuing to work with the Department of Housing and Urban Development on how they will address housing ads. The parties will discuss progress on that front every six months for three years after the changes are implemented.

Facebook is still one of the world’s most successful advertising companies. The new platform will not discriminate based on sexual orientation, age, ethnicity and other characteristics covered by state and local civil rights laws.

So how will these changes affect your ads and performance? Our Director of Operations, Zain Khan had a few comments on the topic:

“Although these changes will have a major impact on advertising practices within those industries, the only positive from this change is that Facebook’s algorithm prioritizes impressions and ad frequency to users that are in essence “similar” to prior ones that have interacted with ads. It is done in the name of improving user experience. This process almost automatically helps keep ads in front of the right people. However, it puts a bit more pressure on the ad copy and creative to be more targeted with qualification criteria to weed out unqualified prospects to interact with the ad in the first place.

If the first few interactions with the ads seem to happen from a subset of the target audience that are not ideally the target, the same algorithm snowballs into making that campaign extremely inefficient.”

It will be interesting to see how marketers react to these changes and what pivoting strategies they come up with to refine their audiences.

By OppGenetix

3/21 – This Week In…Medical Advertising

{3/21} This Week In…Medical Advertising 

  1. How Medical Marketing Has Changed Over The Past 20 Years? Dartmouth Institute for Health Policy and Clinical Practice came out with a recent study about how the medical marketing industry has changed over the past 20 years. A few highlights include increased spending on disease awareness from $177 million to $430 million. Many of the campaigns focused on disease symptoms, mental health, and other health concerns including low testosterone. There has also been a major ad increase over time for health centers and hospital systems. The largest share of hospital marketing was for cancer centers, which increased from $18 million to $200 million. With the growth of digital, medical marketing has evolved over time. In order to continue patient growth and awareness it’s important to add digital marketing into the mix with your other traditional marketing efforts. This will help your practice reach a larger audience. As marketers, we are reacting to changing platforms and developing strategies to help your practice quality leads.
  2. LinkedIn Launches New Targeting Ad Options LinkedIn continues to grow the targeting tool options for online advertising on the platform. The three new options are ‘lookalike audiences’, ‘audience templates’, and the addition of Microsoft Bing search data. The lookalike audiences tool will match user data uploaded by the marketer and match it against LinkedIn’s data. By applying segments to ads based on job title and position this can help ensure you get your ad in front of the right decision makers. The audience templates option will let your marketer search for a segment that best fits your practice offerings. This is a better option if you are unsure of your target market. LinkedIn will continue to expand this option. The last targeting method is implementing Bing Search Data. This will incorporate users search data and related searches from Bing. If you are interested in the latest updates from LinkedIn read more here. Our OppSocial advertising team can help your practice strategically reach potential customers across multiple online social platforms. These updated targeting practices from LinkedIn could help your practice target a specific decision maker or professionals in your industry.

By OppGenetix

3/14 – This Week In…Medical Advertising

{3/14} This Week In…Medical Advertising 

  1. Google My Business and SEO – Google has added more features for local business listings. Reviews are becoming increasingly more important. When choosing between businesses, more than 50% of customers pass on companies with less than a 4-star rating.  If a review of your business contains keywords surrounding your business this will increase your SEO ranking. Engagement is also an important component for local business listings. There is a Q and A section where customers can leave questions about the business. It’s important to answer these in a timely manner to boost engagement. Read more about local reviews and SEO.
  2. Digital Ad Spend Continues to Grow – For the first time, companies will spend more on digital advertising then on traditional mediums such as TV and print. By 2023, digital will surpass two-thirds of total media spending. As our attentions shift to digital our advertising will shift with it. Read more about this milestone in advertising.

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YouTube Blog Image
4/18 – This Week In Digital Advertising
4/11 – This Week In Medical Advertising
facebook-changes-to-ads
Changes to Facebook Targeted Ads and How That Will Affect Performance
3/21 – This Week In…Medical Advertising
3/14 – This Week In…Medical Advertising