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It’s been a couple of weeks since Google announced that they were granting themselves permission to effectively double your daily ad budget on AdWords. The announcement read:

Sounds pretty great right?

Of course, this assumes that you are incapable of making your own decisions about how you want your own campaign spend structured. But that’s another story.

For those who couldn’t tell, I’m not any type of fan of this change. To provide some balance I asked PPC expert David Szetela to give me his thoughts to illustrate the other side of the coin.

But first, let’s look at why I view daily budget doubling as total rubbish.

Can We Really Trust Google?

We need to trust that if a scenario occurs that would pit Google’s interests against ours that they will act in our interest.

I don’t know about you but I rather trust myself to have a stronger interest in protecting what I want than I trust Google.

Now – that might not seem like a big deal … in the end Larry is still paying about $4,560/month right (at 30.4 days per month).

But that’s not where the evil is.

Basically, this is a war of fractions.

But that’s not the only reason I hate this new “feature.”

What Happens When …

So with a multiplier of only 31 percent (just slightly above the 20 percent Google gave themselves previously), your budget could be exhausted before Black Friday.

So you might well be in the auction for this preliminary stage but what will be left of your budget when the actual shopping days are upon us? Guess you’ll just have to add some new budget into the mix after your initial one is used up.

Who could have seen that coming?

What We Can Do

One of the key areas I’m personally watching and will be making adjustments to through November and December is making our own manual adjustments to daily budgets.

To ensure that the full monthly budget is allocated when I want it to be (which for some clients will be toward the end of the month), we’ll be dropping our daily bids through the earlier portion of the month and then increasing them toward the end.

Basically, we’ll be forcing the system to respect what it used to be to make sure our clients have the budget they need, when they need it, without simply throwing more money at it.

More on why this might work out in our favor below.

And Some Balance

I know I promised some balance. To get that I asked Szetela, owner of FMB Media, to provide his thoughts on the change knowing he disagreed with me. Here’s what he said:

Besides, all of our clients expect us to manage to a monthly budget, and don’t care about fluctuations in daily spend.

It’s Not All Bad …

So let’s look at an example of Larry, Sergey, and Sundar above and I’m going to add in me, dropping my daily budget early in the month and increasing it later on.

How to Tell Who’s Right?

We’ll know in a few months who’s right.

If you’d like to keep score, what it will break down to is:

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The 2013 Google Encryption And What It Means For You

We survived Panda, Penguin, and a host of other near-crippling online marketing changes and sat on the edge or our seats awaiting this year’s massively new roll-out. Many of us hoped the delay meant nothing major was happening in the industry, but our hopes were swiftly dashed as Google announced its newest massive master business plan to revolutionize how we, as website owners, do business with them.

We’re not just talking about Hummingbird here, the search giant’s new algorithmic update that would provide users with richer and more conversational search results. It’s a huge modification and will affect 90% of all global searches. To keep up with the update, webmasters must maintain top-notch, rich content that can satisfy intent.

But that’s not only big news that SEOs should worry about. Earlier this month, Google announced that it would be encrypting all search activity within its walls, thus cutting off SEOs and marketers from accessing valuable keyword and search data.

The 2013 Google Encryption News Brief

While Google is being accused of doing this under the guise of hiding customer activity from the NSA (National Security Agency) due to the accusation of giving the NSA access to search data in June of 2013, we cannot help but wonder if the real reason is simply a smart business move. That is, to force more people to purchase their services and specifically, Google AdWords. Which is more realistic, seeing that Google switched their keyword Tool to a paid service and combined it with Google AdWords back in July and August of 2013.

What the 2013 Google Encryption Means for Everybody Else

The 2013 Google Encryption (for lack of a better nickname like Panda or Penguin), means that anybody who relies on search data to fund their content and website data will no longer be able to identify which keywords lead traffic to their site. It means that we, as business owners and content creators, will have an even more difficult time finding out which keywords to use to target our market audience. Thus, limiting and even crippling visibility in user search for thousands, if not millions, of inexperienced and untrained website owners.

Google reported that the encryption would impact less than 10 percent of web-searches. Though, businesses and blog owners alike have reported a steady rise each month with near 100 percent encryption eminent by the end of this year from all Google specific searches.

Introducing Unknown-Keywords and Not Provided Count by Google 2013 Encryption

This new encryption update doesn’t just mean that web marketers, SEO techs, and content providers will lose some of their marketing data, it will mean they will lose all of it via Google services. Google tools and non-Google companies, which used Google tools to provide their customers with important data about traffic to their site, now see the two most dreaded words in the marketing industry: Unknown-Keywords and Not Provided Count. This means that they are not provided with what keywords lead customers to their websites as well as being left in the dark about how many were lead there. Although the current search data encryption is hovering at about 80 percent, it is only months until we reach 100 percent. The question from concerned site owners and marketing strategists are met with a cold shoulder and dead silence by Google.

The Six Google 2013 Data Encryption Workarounds

The situation seems hopeless to a lot of people. For many, there is nothing you can do to change the situation Google has crammed us into. However, we are not without hope. This new roll-out gives us new opportunities and drastically changes how we need to approach the target market.

First, SEO needs to be approached in totality, not just meta-data and keyword placement within content. As marketing specialists, we need to focus less on keyword conversion rates and more on serving the customers with relevant and authoritative websites. This means, we as online business and website owners, now have to rely less on SEO strategies and more on traditional lead generation strategies to achieve business objectives.

Second, while Google keyword and search data is nearing 100 percent anonymity, other search engines are still offering their data to site owners for free. Since roughly 30 to 35 percent of search traffic comes from other major search engine companies like AOL, chúng tôi Bing and Yahoo, we website owners still have access to a limited amount of search data about organic traffic.

Fourth, page level tracking still works. This means that if we are smart, and good website owners should be this smart, we can still track entire pages of content. While we cannot tell which keywords lead to the organic traffic of that content, we can see how well the subject matter performed with our target audience. Thus, promoting the ability to see which subjects appeal to which customers or sell which products.

How to Transcend the Google 2013 Encryption

As our peers suddenly find their SEO strategies flat-lining and their website marketing efforts grinding to a halt, is there a way to transcend the old methods of marketing? Indeed there is, and it will take a melding of old, new, offline, network marketing, and even MLM strategies to make our efforts shine.

Eight Top Golden Rules for Survival:

1. We must let go of the idea that the top two slots on search results are the best from a marketing standpoint. Although most people rarely go as deep as five pages into search results, being on top of page one is not as important as we thought. Instead, optimize for the title and snippet within search results, aiming to capture reader attention  above competitors.

2. Traffic count and social following count are not as relevant as actual sales and lead generation. Those with the most traffic or social following are not necessarily the most successful businesses. Instead of getting lost in the numbers, get lost in making your efforts count towards the bottom line, your bottom line financially. If you are not making increased sales along with increased traffic, then relearn how to reach your target market through content and value of that content.

3. SEO mastery is not something better left to the IT tech or web designer. If you want a website that really sells, let the specialists do their own job. This means the designer catches the audience through visual design, the IT tech manages functionality of the website, the marketer manages the ad campaigns, the PR rep manages public reach outside the internet, and you hire a content creator who knows how to reach the heart of your target market in ways which lead to sales.

4. Linking URLS is not the end all of traffic. Truthfully, if some URLs lead to or from bad neighborhoods, it will still hurt business. So be careful of your online bedfellows. On the other hand, all the links in the world will not help generate sales anymore than page rank or social media. You can lead people to your site but you can’t make them buy. Focus, instead, on the value your site provides your potential and returning customers. Aim to reach them through content, site usability, and a product which sells itself because it is useful. Follow that up with links that add value, to your site or complementary companies.

5. Content still is no more useful than SEO strategies. While good content sells, good SEO helps tremendously with getting it there in the first place. Even though Google is making us fly blind, a good SEO strategy is still a winning emblem of good site management. The old rules still apply, do what works for your site and your product and yours alone, with a view to avoiding anything which smacks of spam to search engines programs. Optimize to readers, not search engines, but still spend time on back-end search engine optimization.

7. SEO strategies DO NOT mean defining exact keywords and repeating them or creating fancy header tags. These outdated optimization techniques are now part of the spam flag triggers implemented in passing years by the Google company during penguin, panda, and their entire zoo and parking lot of massive-scale updates. So, the new strategy is to change up SEO. Optimized instead for a solid theme of content per page, and only use header and sub-header tags and other HTML codes to maintain visual appeal of the site.

How to Survive the 2013 Google Changes

Remember that Google is a business and like all other businesses, they are going to do what makes the best financial sense for them. In the aftermath of this year’s roll-out, remember not to get to caught up in the tragedies it will cause. Instead, begin by implementing a well-rounded approach and common sense when it comes to marketing. Broaden your approach in marketing to include online, offline, networking, and MLM strategies. Traffic count does not equal prosperity unless the content and the product reaches the hearts and serves the needs of  the prospect.

Therefore, to survive this update, we must make firm our resolve to broaden our education and open our mind to new marketing strategies and efforts. While many of us cannot afford to take the time to revamp our entire website, its content, or our social media campaign. We can, and should, work towards a better internet and website experience for our prospective clientele. In so doing, we will come out on top of the marketing game.

photo credits:

FutUndBeidl via photopin cc

Gavin Llewellyn via photopin cc

What General Data Protection Regulation Means For Digital Marketers

The opportunities of the GDPR for Digital Marketers, and a preview of the legislation itself (PDF download)

What lies at the heart of the General Data Protection Regulation (GDPR), or EU data law, is that the current level of consumer opt-in consent used in nearly all consumer contact will not be sufficient under the new regulations. It will render data unusable, or there is the prospect of proposed fines running to tens of millions of Euros. Also, the consent terms used when seeking consumers’ permission for the collection and use of their information will have to be far more clearly defined. This article reviews the implications for marketers of the GDPR concluded on 15th December 2024 with the final agreement defined at the Data protection Trilogue negotiations which took place between the European Commission, European Parliament and Council of Ministers.

Key components of the GDPR

GDPR covers areas such as personal privacy and security, but from a marketing perspective it is about the new consumer opt-in permission rules. It means all data will have to be audited against the new standards, and where it does not conform then it will need to be refreshed by asking for enhanced consumer consent. There is also a need to create an effective storing system for individual consent forms, and a method through which consumers can ask and have information on them removed.

The implications for Digital Marketers?

What may be just as important is the way the Information Commissioners Office (ICO) interprets and applies the law in the UK. However, what is clear is that any attempt to append additional information to pseudonymous data in order to identify individuals without their permission will not be allowed.

As far as all other forms of digital communication are concerned, GDPR means facing up to the challenges that other data marketers face.

These are not insignificant tasks, and they will not be quick to implement. But no matter the level of frustration generated there is no substitute for becoming compliant other than to accept databases will have to be written off. However, there is potentially positive news in all of this. If you have to contact customers and prospects to renew consent, it can be used to gain new data on a large and detailed scale, and at the same time make offers direct. The benefits can actually be made to outweigh the negatives.

Of course, there is a temptation to look for a shortcut, or to delay aspects of the compliance process, but really they only delay the inevitable, and are more costly in the long run. All companies at some stage will come under scrutiny from the Information Commissioners Office (ICO), or members of the public, and the combination of hefty fines and consumers having the ability to claim damages for misuse of information is difficult to ignore. There could even be the possibility of a PPI type move towards the public demanding compensation on a large scale, plus of course, harm to brand reputation.

Seek help to manage the task of compliance

The other job at the top end of the to-do list is to appoint someone to be responsible for overseeing the compliance process. If nobody is given ownership there is a possibility that job will get pushed back and forth and ultimately not get done, or implemented badly. Either way the result could be costly.

Whoever takes charge their responsibilities should include the production of written guidelines on GDPR, and distributing them to all relevant personnel. The guide should set out what is, and what is not allowed in terms of consumer data so that individuals can do their jobs safe in the knowledge that they are not breaking the new law.

Data audits and changes to data protocol are not things that can be rushed, and may take months of work, including changes to software. Currently, for example, there are very few CRM software systems with a storage function for keeping consent forms.

Even though the new EU law may not be introduced until the end of 2023, or even later, the lawmakers and bureaucrats in Brussels are perfectly capable of acting more quickly than predicted. More importantly, it may take some data owners more than a year or more to prepare. Even starting work on compliance today will be too late for some. Delay is a risky strategy given the potential financial penalties, but also the investment needed in any last minute intensive bid to play catch up.

To continue to use data there are four key tasks that have to be completed. They are establishing whether or not the current level of opt in permission used meets the new unambiguous terms required, amending the consent terms, contacting consumers to upgrade the consent level to the new standard, and storing consent forms from every consumer, whether in electronic or paper form.

Consumer consent is key

There is widespread confusion about the definition of the ‘unambiguous’ permission criteria to the forthcoming law. A good illustration is that it will be like a traffic light system. Consumer consent will have to be sought and provided if you want to convey information about a given subject to a customer or prospect through a given communication channel. Later you may wish to communicate about another subject in another way, and that would be like stopping at another set of traffic lights at which fresh permission must be asked in order to move forward once more.

Storing consent forms is something that most data owners have never had to do before, but in future all forms will have to be presented if requested to do so by the ICO. Creating a storage facility is therefore a key element of compliance.

The other task is to enable consumers to have their data removed quickly if they request it. The ‘take down’ clause as it is becoming known, means having to provide a clearly identifiable route for members of the public to make contact and make their request known and acted upon.

Develop a new data regime

If it is necessary to refresh opt consent levels by contacting consumers it is possible to use that contact to learn a great deal more about them, discover their real buying potential, purchasing triggers, and during that process sell or make offers directly to them. The compliance process can be used as an opportunity for improving market knowledge, driving sales or recruiting more customers.

The ICO recently made it clear that any organisation that was not fully compliant when GDPR is enacted will not necessarily be sanctioned if it could demonstrate that it had made a real attempt to prepare for it. This is more to do with the technicalities of compliance than the level of effort, and what was emphasised was that token gestures would not be accepted. You either prepare for the new law, or you do not.

The legislation

This PDF on the implications gives a breakdown of the law in its current draft state, showing the differences between the law as adopted by the European parliament and the amendments of the European Commission and Council. It is not a quick read and is written for legal purposes so the language is somewhat dense. However if you are a large company who the GDPR will affect then it is worth getting your legal department to have a look so they can understand how the law is shaping it.

What Is Directx Raytracing In Windows And What It Means For Gaming

Microsoft offers DirectX Raytracing or DXR in short with Windows 11/10. With the first generation of hardware, gamers can use Raytracing to build shadows, light, and effects around it in real time. In this post, we are looking at DirectX Raytracing in Windows 11/10 and what it means for Gaming.

What is Raytracing?

In simple words, raytracing means calculating how light would fall on objects, and how it looks after the light is reflected from that object and the effect of lights that fall on some other object. This helps developers to create a better visualization of their characters and scenarios.

That said, its nothing new, and it’s not something that has been created by Microsoft either. Developers had been using this from CGI times, and it involved pre-calculating the brightness of virtual objects before shipping their games. So there was no realtime Raytracing until now.

DirectX Raytracing in Windows 11/10

There are two parts of Raytracing. It needs support from both Hardware and Software. Starting with the Windows 10 v1809 update, DirectX Raytracing will work out-of-box on supported hardware. This means you will need to change your graphics card which supports native raytracing.

Microsoft has made sure that DirectX Raytracing API is built such that it works across hardware from all vendors. The best part of all this is that Raytracing is now real-time.  Developers do not need to perform any precalculation as Game developers now have access to both the OS and hardware to support real-time raytracing in games.

DirectX Raytracing works with Existing Engines

Till date, the industry had been using traditional rasterization to achieve more realistic scenes in games. It lacked reflections, shadows, and ambient occlusion. All these changes with DirectX Raytracing with API developers can use alongside rasterization-based game pipelines integrate DirectX Raytracing support into their existing engines. This means there is no need to rebuild the engines at all.

Microsoft has also shared that several studios have partnered with NVIDIA, who created RTX technology to make DirectX Raytracing run as efficiently as possible on their hardware. Here are some sample images from games like Battlefield V, Shadow of the Tomb Raider, and Metro Exodus.

As of now, developers are going to build games using both rasterization and raytracing. The later is going to be majorly used to calculate the shadows or reflections, while most of the content is generated with the former tech.

Directx 12 / DirectX Raytracing API

In addition to hardware, recently announced public API, DirectML will allow game developers to integrate inferencing into their games with a low-level API. On higher-level:

Acceleration structure: Object that represents a full 3D environment.

DispatchRays: It is the starting point for tracing rays into the scene.

 A set of new HLSL shader types including ray-generation, closest-hit, any-hit, and miss shaders.

Raytracing pipeline state

That said, it doesn’t introduce any new engine but works on any of the DirectX 12 engines.

Microsoft is betting big on DirectX Raytracing

As the gaming industry progressed to higher resolution and the human eye looking for more realistic views, Microsoft expects that even small glitches can be resolved. A small deviation from the real world can be caught by the human eye because it doesn’t feel right. DirectX Raytracing will help developers to blur the line between the real and the fake.

10 Ways To Breathe New Life Into A Floundering Google Adwords Campaign

As a search marketer by trade, I spend a large percentage of my time working on search engine optimization and search engine marketing on behalf of clients. Naturally, my team’s focus is mostly directed toward Google, at least in the early stages of optimization.

We often see common trends among these accounts. This is why we normally opt to completely rebuild the campaign from the ground up. This is especially true if they have used a provider who was careless or inexperienced with setting up the account in the first place.

This is not a formulaic solution – i.e. my SEM team doesn’t rebuild every single account or campaign using a predetermined methodology. Instead, we look at the dynamics of the business and the industry, figure out how much control we can have over the landing experience, and get creative about what fixes we might apply for this individual account.

The beauty of this approach is we can pick and choose the tactics we apply based on situation. This article will cover some of the more common tactics we consider during our rebuild process. Hopefully it will initiate some creative new ideas for you in improving your own PPC campaigns if you manage it internally.

If you look to hire an outside consultant or agency, this can also serve as a reference list for you to better understand what they are proposing during a similar exercise. Either way, I hope you come away from this piece with some new ideas to go out and test for yourself.

Re-evaluate the Keyword Targeting Strategy

PPC may look simple at first glance, but there is both an art and a science behind the way you select and target keywords. Let’s cover off some of the basics.

First, be sure you are targeting keywords that are very relevant to your offering. For example, if you sell software that cleans up virtual machine orphan sessions, you wouldn’t target the keyword “virtualization.” That’s not what you are selling. Opt for a more long-tail keyword that better hones in on what you do.

Third, take time to decide which match types are the most important to run. You can employ bid stacking if you like, where you target all of the match types with different bids in the same ad groups. If you are unfamiliar with keyword match types, read this before trying to rework your keywords on your own, or bring in a professional who already gets it.

Restructure Ad Groups Using Tighter Themes

One of the biggest problems we find with existing AdWords campaigns is structural. Badly structured campaigns are very hard to optimize and tend to have a fragmented user experience.

When I see ad groups with a bunch of loosely related keywords all set to broad match, I know it was built by someone without much experience in PPC. The key is to build each ad group around very tight themes.

Back in early 2013, my company rebuilt an enormous campaign on behalf of one of our larger clients in this manner. It was a smashing success, as the average QS across their account jumped from 5.5 to 8.4 in a matter of two weeks.

This is where you would want to deploy negative match keywords. Think of negative match keywords as the “everything but” modifier – i.e. show my ad for all of my keywords targeted, but omit anything with this negative match keyword in it. For the examples above, you might use negative keywords such as “serta,” “mattress,” and “music.”

Get More Aggressive With Budget and/or Max Bids

Particularly during the downturn a few years ago, budgets for marketing organizations were squeezed to a minimum. Obsession with ROI was at an all-time high, as companies were struggling to hold on until brighter days arrived.

As budgets were cut, marketing and lead gen teams were forced to operate with one hand tied behind their collective backs. This led to underfunded campaigns, and often, very conservative bidding strategies within those campaigns. These campaigns in turn failed to deliver results.

Or even better, do the math to figure out how much average margin you can expect from each and every conversion. Then back that number out to figure out what your investment should be, and start testing with a larger budget behind you.

Bottom line – if you want to succeed at PPC, commit to it. I’ve yet to see an industry or niche where it cannot work, if you are willing to put in the effort to make it happen.

Step Up Your Ad Text Testing Approach

Organic Listings

The Local 7-pack (when present) or Carousel

The Knowledge Graph or Answer Box (when present)

Sponsored Results at the Top of the SERP

Seven Other Sidebar PPC Ads

Google Navigation Options Such as Images, News, Shopping, Videos, etc.

Page Two of the SERP

Google Shopping Listings (when present)

The Urge to Search For Something Else Using the Search Bar

Consider Deploying a Bid Automation Solution

While I mentioned previously that you may want to get more aggressive with your bidding strategy, you would do even better to implement some sort of bid automation (a.k.a. bid management) solution on your account.

Google offers a simple bid automation feature right within AdWords. If you are low on budget and want to try it out, this is a decent option. The only downside is their automation tends to change max bid across a whole ad group all at one time. You can configure this feature from the settings tab, using the options shown in the image below:

There are also very good third-party bid platforms that you can choose. The best of these platforms can automate bidding on a keyword level, which allows you to pursue the desired metrics with higher precision. Of course, bid automation platforms come with an added cost, but I’ve found they can deliver against ROAS or ROI goals with a high level of success.

Build a Custom Landing Page for Each Ad Group

When setting quality scores for your keywords, Google reviews the entire user experience from keyword to ad group structure, through to ad text and landing page. Particularly when setting the initial quality score, Google places a lot of emphasis on the quality, usability, design, load time, and presence of related keywords on the landing page.

If you want to maximize the odds of getting a good quality score out of the gate, I highly recommend you create a custom landing page for each of your tightly themed ad groups.

This doesn’t mean you need to recreate the wheel each time. A lot of companies decide to create a single template and swap out the CTA, headline, images (and image ALT-text), and parts of the body copy. But each landing page should be customized to be as relevant as possible for the ad group targeting the page.

A/B Test Landing Pages to Improve Conversion Rate

If you are seeing good CTR numbers at reasonable CPCs, but also seeing low or no conversions, you need to work on improving the landing page. The most common way to handle this situation is to A/B test landing pages similar to how I recommended you test ad texts.

There are many guides and tools out there to help you with testing landing pages. You might want to hire a landing page optimization company like Optimizely, Unbounce, or Ion Interactive, or read more about A/B testing online from companies like Hubspot.

Try Out Dynamic Search Ads

To use this sort of campaign, you create a new search network only campaign and configure it to be a Dynamic Search Ad type in the settings. After you submit your domain, Google will offer you ways to target based on the content on the site, categories they assign based on the content, or one of several other targeting options.

You only have to write the two description lines in the ad text. Google will auto-generate the display URL and the headline based on the query that matches your ad and content.

Although there are potential pitfalls to using this ad type, there are also numerous success stories. If you are struggling to make keyword-targeted PPC work, and don’t have the time or bandwidth to learn how to do it right, this may be the answer for you.

Automate Schedules and Budgets to Improve ROI

Google offers the ability to automate several different things within their PPC campaigns. Some of the automation requires scripts, but the simpler functions can be deployed by anyone using the standard AdWords User Interface.

Below is where you can find the “Automate” button from the campaign view. As you can see, there are options to automate pausing/enabling ad groups, changing bids on keywords, and more.


If you are struggling to derive value from your Google AdWords campaigns, all hope is not lost. There are proven tactics you can roll out to improve your odds of success. Hopefully, these ten ideas spark some creative ideas in your own mind. If you want to push the envelope faster, I highly recommend you bring in an SEM agency or consultant who can evaluate your options and help you get there faster.

What other common changes have you seen that most people overlook? Any good case studies you’ve witnessed firsthand where these tactics paid off in a major way?

What The Facebook News Feed Redesign Means To Your Business

Last Thursday, Mark Zuckerberg hosted another big press event at the Palo Alto headquarters of Facebook to introduce the new look of the News Feed.  As with every other major change to Facebook, the changes have met with mixed feelings from users.  Whether that contingency of Facebook users that despise change likes it or not, the look of News Feed will change.  Those changes will impact the way brands, celebrities, and local businesses use Facebook to reach fans and customers.

Let’s break down what’s changing and why you need to adjust your posting habits.

First, let’s look at the overall changes to the News Feed page.

As highlighted here, the actual news feed posts take up only 40% of the page real estate.  The rest of the page is cluttered with a busy navigation menu, a sidebar of sponsored material, and the ticker.  The content your business shares on Facebook currently has to fight for the user’s attention amid a lot of visual noise.

This is what Facebook will look like very soon.  Right away you should notice that the presentation of information looks the same whether users are accessing Facebook via desktop or mobile.  Once the new design rolls out, you can be assured that your brand messages are being displayed constantly to Facebook users.  The navigation looks and operates more like the little app icons that mobile users have become so accustomed to.  The posts themselves now dominate the page.

Let’s take a look at the changes to individual post types.

The way links to your blog posts will also change.

The same information is still there in the updated version, but now the image is much bigger, the headline and description have a magazine feel, and now you see that the publication’s logo is included in the post.  So, the changes to News Feed may be a good reason to reevaluate your content strategy on your own blog.  Do the images, logos, and headlines currently present in an engaging way when shared on Facebook?

The way your native Facebook content displays is getting upgraded as well.

Currently, when someone adds a friend or likes a page, it is presented in News Feed like this.

The new version of a News Feed post when someone likes your page will look like this.  Now not only is your logo given more prominence, but the cover photo is included along with a like button.  Users will get more of a feel for what your business page is like right in their news feed.  Are your logos and cover images high quality, or will News Feed display a lack of design savvy?

Would you like for Facebook user check-ins to drive more business to your door?

Currently, a check-in looks like this in the desktop news feed.

This version of a check-in looks the way the Facebook mobile app already displays check-ins.  Now, regardless of whether users are viewing a check-in post on mobile or their desktop, they will get maps and images.  So, is all of your local data up to date?

One other thing I would like to point out about the overall look of the new News Feed page.  Up at the very top, it looks as though Graph Search is baked in.  So, for those users that are still on the wait list for improved search, we may get everything all at once.  Be sure that you evaluate your current Facebook presence to maximize search opportunities as well as the opportunities presented by the redesign.

What are your thoughts?  What, if anything, will you have to adjust for your business or your clients as the new News Feed begins to roll out?

 Image Credit: All images courtesy of Facebook.

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