This Week in Digital Marketing - February 11, 2022

Not only do we have the marketing news you need, but we also have the expertise to guide you through it. From Google to Facebook and more, check out the latest updates in the digital marketing world.

How Marketers Can Best Optimize Their Google Shopping Ads
The digital commerce space is growing at a rapid pace and marketers across all industries are looking for the most effective ways to enhance their shopping campaigns. Many naturally turn to Google Shopping, one of the largest online shopping platforms available to searchers.

However, moving your shopping campaigns to Google isn’t enough to be successful; marketers need to ensure their shopping feeds are optimized for search.

Much like organic or paid search campaigns, marketers will be more successful if they adhere to Google’s guidelines and, more importantly, create ads that fulfill searchers’ needs. Here are five ways brands can optimize their Google Shopping ads.

Facebook Finally Hits a Brick Wall
The last few days have not been good for Facebook — or rather Meta, as we must learn to call the company. Shares fell almost 25% (and at time of writing have not recovered) after the announcement of disappointing revenue figures and the first drop in daily user numbers in the social media giant’s history. CEO Mark Zuckerberg took a personal hit of tens of billions of dollars.

Why we care: Of course, another plausible reason is that, for individual users and brands alike, Facebook just isn’t very likable. Sure, a lot of businesses, especially smaller businesses, are heavily reliant on Facebook. But enormous numbers of the businesses that could afford to, chose to boycott Facebook last year.

Are You Showing Gmail Ads to Customers Who Have Unsubscribed?
Running Discovery, Smart Shopping, or Performance Max campaigns? Want to avoid hearing from angry customers?

The Problem: They’re Gmail ads, more than likely landing in the Promotions tab (based on the layout of your inbox), but the friction seems to come about when these ads fall into the inboxes of the non-techy people who are uninitiated into the complex cult of digital marketing nomenclature.

4 Ways to Boost Your Paid Search Performance - Harness the Power of Data

1. Ad Copy Relevancy: how to scream the right message
   
2. People: Decoding audience behavior
   
3. Timing: It’s everything in PPC
   
4. Measurement: Please do it correctly
   

Marketing Operations and Technology Shouldn’t Ignore the Web
While talking about marketing automation. CRMs and CDPs, don't forget the web channel, especially as a space for experimentation.

While the marketing operations and technology community doesn’t ignore web systems, it could benefit from focusing on them more. Such systems aren’t just for the creative folks with copywriting, wordsmithing, and video-making skills. They are integral parts of martech stacks that, with vision, commitment and orchestration, can empower bold strategies using components throughout the stack for impactful and effective multi-channel campaigns.

Google Tests Bulleted Lists in Ads
Within ads, a bulleted list may be used to showcase unique selling points, product features or additional CTAs. The more relevant information you’re able to pack into an ad, the more likely it is that the ad will drive engagement — bullet lists can help keep that information scannable for potential customers.

Google Is Now Legally Bound by the CMA
The UK’s Competition and Markets Authority, announced that it has accepted a revised offer from Google relating to its proposed removal of third-party cookies from the Chrome browser.

While Google's plans are underway, it is still unclear what technologies Privacy Sandbox will use to replace third-party cookies.

The decision today was based on Google’s approach, rather than a specific technology. 

Following the regulators' formal acceptance, Google's commitments become legally binding, and it has stated that it will apply them globally.

Digital Marketing Snippets

• One of the fastest ways to grow your YouTube channel: Create a video a day to find out what your audience likes.
  

Some of this information is relevant to your business, and some of it might not be. This is where we can help. We’re able to break down these updates and figure out which ones are most important for you and your business. Contact us for a consultation!