 Google just wrapped up Google Marketing Live 2023 and there is a lot of great information to cover and breakdown. Google ads are a crucial part of marketing. With billions of users on their site everyday, they offer a HUGE reach. Google ads make it easy to target groups and offer measurable results. Google is constantly working to improve its user experience so that Google Ads can be more efficient. Google has now launched 7 new tactical ad features: Brand Restrictions for Broad Match, Google AI in Smart Bidding, Top Search Categories for RSAs, Campaign Prefills, New Tools for Ads Creative Studio, New Asset Insights, and Improved Search Terms on the Insights Page. These new features will lead to better brand controls and improved asset insights. What do these updates mean to you, the business owner? Or how will they impact your online marketing? All of these new features have unique ways of helping advertisers, like us, create more efficient advertisements for you! Hope you’ve got your reading glasses, because this is going to be a DEEP dive!
The new brand restriction feature enables us to not only better understand, but also to control where, when and how the ads we are setting up are shown to your prospective customers. Ultimately, this allows us to set your ads up for maximum customer engagement, resulting in increased business and revenue. Google Smart Bidding is the automated bidding strategy in Google Ads that uses advanced algorithms to optimize bidding and maximize the performance of advertising campaigns. It is designed to help advertisers achieve their specific campaign goals, such as maximizing conversions, increasing website traffic, or improving return on ad spend (ROAS). Google will be implementing a deeper integration of large language models (LLMs) into bidding, which will make Google’s bidding model even smarter. LLMs are trained on vast amounts of text data to generate human-like text and perform various natural language processing tasks. This new advancement will allow systems to use LLMs to better understand searcher intent and enable Google to generate results for search queries more efficiently. By optimizing bidding and maximizing the performance of advertising campaigns, you will be getting the most bang for your buck! Another new feature will allow advertisers to review the top categories at the RSA level. Just for some background, RSA stands for Responsive Search Ads. When setting up an ad campaign in Google, the user will be asked to enter multiple pieces of information, as well as multiple variations on the same information. Once this information has been input, Google will mix and match this information based on what people (your potential customers) are searching for in the Google search engine. Being able to view the top categories that your ads are appearing in will give a deeper transparency into what is driving performance. This will provide us better insight, and aid in optimizing future ad campaigns. New campaign prefills will give suggestions on budgets and assets sourced from your website, past campaigns and Google AI predictions. Campaign prefill is a feature in advertising platforms that allows advertisers to populate key settings when creating a new campaign. It helps streamline the campaign creation process by automatically filling in some of the campaign details based on predefined templates or settings. Campaign prefill can be a useful feature for marketing, especially when managing multiple campaigns or executing similar campaign strategies. It saves time, reduces errors, and provides a starting point with predefined settings that align with your goals and preferences. New tools for Ads Creative Studio. You’ll soon be able to preview and export Performance Max assets straight into Google Ads in the specifications required for the campaigns. This is another tool that will optimize time and maximize ROI. A new Trends Explorer will be added to Ads Creative Studio to help creative teams in finding current search trends and better ideas. Better asset insights will allow advertisers to understand which content resonates with certain audiences. Additionally, recommendations will be presented to guide advertisers on what AI-generated assets or stock photography may get better results. Improved search terms on the Insights page will aid in our research to find more search term categories for your business. These will be able to be sorted by custom date ranges and will have historical insights that can be downloaded. These insights will be on the web interface as well as accessible in the Google Ads API. If all of this information seemed like a lot, it was. Fortunately for our clients, at Superior Effect Marketing, we keep up to date with all of Google Ads new updates so you don’t have to! We want to ensure we’re creating fresh effective content at all times to keep your site ranking in relevant search results.
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Team News It’s been well over a month since our last newsletter, but with 2nd and 3rd winter hitting hard in April, it seems like MUCH longer, especially since we’ve had such an action packed month! We can finally start feeling some warm weather and enjoy the spoils of Summer!
New Website Launch!We have also completed work on a new website for Studio West Hair Salon, in West Reading, PA. The website really reflects the personality and vibe of their salon, and we are overjoyed to be able to deliver that to them.  Upcoming
As you all know, the world changes faster and faster everyday, changes in marketing are very similar. To ensure we are current with the latest and greatest advances and trends in our industry, we have implemented strategies utilizing cutting edge lead generation tools and technology into our daily routines. These new tools and technologies have enabled us to stay ahead of the curve, and to continue driving high quality customers to our clients. This tactic is going to be big in 2023, and we’re ready to make it work for you! When the blue check mark was originally introduced to Twitter in 2009 it had the intention to verify authenticity of an account. This was used as a way to tell notable accounts apart from parodies and imposters for free. Now the blue check mark comes with a twist.  Twitter has launched Twitter Blue. Among many new features, the verification process of Twitter has changed. The blue check mark is no longer only for the notable accounts. For $8-$11 a month any individual can have access to the blue check mark. Organizations will even have access to gold checkmarks for $1,000 a month. However, fee will be waived for the top 10,000 organizations and top 500 advertisers.
What does this mean? Twitter verification is important to digital marketing because it helps establish credibility and authenticity for individuals and organizations on the platform. When an account is verified, it means that Twitter has confirmed that the account belongs to the person or brand it claims to be. This helps to build trust with followers and potential customers. Changes in Twitter verification, such as updates to the verification process or changes to the types of accounts that are eligible for verification, can impact digital marketing strategies in a number of ways. For example:
Will the change in verification make the blue checkmark less valuable to marketers? How will marketers combat this? These questions are currently up in the air, and we will be monitoring this news for updates, and update our strategies as things come into focus as this new process develops. Overall, changes in Twitter verification are important to digital marketing because they can impact the credibility and authenticity of accounts on the platform, which can in turn impact the success of marketing efforts. Staying relevant on social media is crucial to the success of a business in today’s world. Content is key–video content in specific. Video content performs 1200% better than other content. This is for a variety of reasons; visual appeal, increased engagement, emotional connection, versatility, mobile consumption, and algorithmic favoritism. Utilizing video content effectively can lead to increased user engagement, brand awareness, and social media success.
2023 is shaping up to be our best year yet! We've got a new office space, a growing team, and an open house coming up! We hope you'll join us in 2023, if you haven't already.
Google has just modified its policy requirements for advertisers, the company is developing a new video search feature, and GA4 now allows you to copy many of your Universal Analytics audiences into GA4 properties. These are all developments in the world of digital marketing this week.
There haven’t been a lot of big changes in digital marketing this week, but we do have a couple updates and tips to share with you.
It’s important to keep up with marketing trends throughout the year, but being aware of marketing and sales changes leading up to and through the holiday shopping season is even more important! Are you prepared for the end of the year?
This week, we’ve got news for you from Shopify, Google, Meta (of course), and more! No matter what you’re doing in the digital space, you’ll want to check this out.
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