Phrases Change

     This article is a great example of how online businesses need to stay up to date on searches for advertisements. Facebook had faced a problem with businesses being categorized incorrectly. In this example a new American restaurant was mistaken for Chinese simply because of the word choice by the American business. 

     With the new formatting change in Facebook, it offers a more honed in targeting for consumers.A good lesson from this is to keep in mind the way people search changes. Various phrases and keywords are constantly coming in and out. Businesses need to look out for these changes and update accounts accordingly.

http://www.wired.com/wiredenterprise/2013/07/entities-graph/