Digital marketing news from this week includes Microsoft enabling automated updates for shopping campaigns, Google adding support for auto tagging on all free listings, and Google introducing diagnostic insights for Performance Max campaigns.
TikTok Abandons Plans To Bring Shopping To The U.S.
TikTok is well-liked in Asia, but after a disastrous launch in the UK, it has decided against trying to bring commerce to the United States. Additionally, the business had intended to grow in continental Europe, but those plans have also been abandoned.
Advertisers and ecommerce store owners who had anticipated leveraging the new shopping function to promote their shops would need to rethink their strategies. But it wouldn't be surprising if more sponsors started leaving TikTok considering the problems the app has been having lately.
Google Launches Diagnostic Insights For Performance Max Campaigns
Google has introduced diagnostic insights to assist marketers in making sure their Performance Max campaigns are configured properly. The information is intended to help ensure that there are no delays or problems that would result in poor engagement or unfavorable ads.
The new information may be useful in preventing advertisers from breaking advertising rules and in providing useful visibility into ad strength. Advertisers should be aware that these are only insights and that not all of the suggestions are necessary solutions. The advertiser is in charge of providing insights into the budget and plan, which should be manually evaluated and carefully analyzed before implementation.
Microsoft Launches Auto-Updates For Shopping Campaigns
Beginning on July 10, Microsoft will enable automated upgrades for shopping campaigns. The new function automatically updates prices and availability with the goal of assisting advertising in selling more goods.
In order to obtain information about prices and product availability, Microsoft Merchant Center will scavenge the websites of advertisers. The product information in your advertising will be updated if a price change or an issue with availability is found (for instance, if an item is out of stock).
Microsoft seems to have received a lot of press lately. They debuted a new retail platform and offered Cash Back promos for product advertisements only in June. The new shopping options may appeal to marketers wanting to increase their audience.
Google Merchant Center Auto-Tagging Now Supported On All Shopping Experiences
For all free listings and free local listings experiences across Google Search and properties, Google now offers auto-tagging within Google Merchant Center. Google had only included the Google Shopping page when it first announced support for auto-tagging on free listings earlier this year.
All search marketers need better monitoring and attribution, and auto-tagging in Google Merchant Center now enables you to track your free product listing and free local product listing across all Google experiences.
Google Offers To Split Part Of Its Ad-Tech Business To Avoid DOJ Trouble
Google is seeking to split the portion of the firm that auctions and distributes advertising on websites and apps into a separate company under the Alphabet banner as part of their latest defense against a lawsuit from the US Department of Justice.
Any actions taken by Google to change its policies or reorganize a portion of its ad-tech business could have a negative impact on the digital advertising market. Currently, Google provides a good living for all of us. But if Google is split up or undergoes changes, our sector will be affected.
Pinterest Is Doubling Down On Shopping By Adding 4 New Features
This week Pinterest introduced four new merchant features to help retailers promote their stores:
Pinterest retailers and advertisers are now gaining new opportunities to contact and engage with high-intent buyers, despite lagging behind Instagram by a few years. Make sure to integrate these new features as soon as possible if you are a retailer on Pinterest.
Twitter Tests CoTweets, Co-Authored Tweets
CoTweets is a brand-new tool that Twitter is testing that enables any two users to work together and reach a wider audience than just their own followers. Only a small number of accounts in the United States, Canada, and Korea can participate in the test.
Getting in front of your target audiences is the foundation of marketing. Expect to see a lot of brands and companies trying with CoTweets if it expands to more accounts in an effort to increase interaction, visibility/brand awareness, and new followers.
Is Your Digital Strategy Optimized For Gen Z Young Adults?
It's time to modernize how you envision young adults in 2022! Young adults nowadays are part of Gen Z, the group after the Millennials. They have various habits, attitudes, and expectations for brands as a result. If digital marketers want to successfully attract and keep this significant group of customers, they must reevaluate their presumptions about today's young adults.
Gen Z’s young adults differ from Millennials at the same age in three key ways:
The topics and ideas that matter most to Generation Z should be the focus of social media content. Engaging customers with the social activism story of your brand is an effective strategy.
But today's cultural, sociological, and technological circumstances are very different from what they were even a few years ago. Therefore, if digital marketers want to remain relevant, they must revise their presumptions about young adults.
Google Search Console’s New Video Indexing Report Now Rolling Out
Google stated that a new video indexing report that had been teased in Google Search Console a few months ago is finally being released. The business said that the Video indexing report would be implemented "gradually over the next few months, so you might not observe any changes for now."
The video indexing report displays the number of indexed pages on your website that contain one or more videos as well as the likelihood that a video will be indexed on each of those pages. According to Google, the analysis can show you how well your films are performing on the search engine and show you where they might need to be improved.
If you host videos on your website or embed videos there, you should read this study to see if there are any methods to make those films better or to make it easier for other videos to appear in Google Search. Videos play a significant role in search traffic and Google Search visibility.
Google Analytics 4 Integration Now Available For Ads Manager
Web data reporting will be supported within the Ad Manager publisher networks, according to a recent announcement from Google. Now that a Google Analytics 4 property has been linked to your Google Ads account, you can access data from that property in your Ad Manager reports.
Advertisers can follow the customer journey and offer more in-depth audience insights by viewing and compiling reports on data from Google Analytics 4 related to app monetization and behavioral data.
Google Adds 4 New Features For Performance Max Campaigns
Google Performance Max campaign users will soon notice four new features in their accounts.
With regard to its Performance Max campaigns, Google is striving to provide advertisers more transparency and control. While many marketers concur that this is a positive move toward improved control and performance, they should also be mindful that the explanations and recommendations for the optimization score are only suggestions and not necessary corrections. Always test your campaigns and keep an eye on them. Adapt your campaign depending on facts and your particular business.
TikTok Launches Inventory Filters For Safe Ad Placements
TikTok is aware that not every piece of content posted on its site will appeal to all users. Brands can choose whether or not to display their material next to other brands or films that aren't of a comparable type using the Inventory Filter. The technology, which gives advertisers the freedom to select where their content is presented, is integrated into the TikTok Ads Manager.
Despite the fact that TikTok is no stranger to controversy, the new Inventory Filters should, in theory, give some advertisers some peace of mind over the distribution of their material. Use the filters on TikTok if you're running ads to ensure safer ad placements.
Amazon Prime Day Returns While Retail And E-Commerce Rivals Face Inventory Challenges
Marketers are expecting that Amazon's yearly Prime Day sale would provide them with a sneak peek at seasonal sales tactics as well as an overview of current online purchasing trends.
Due to interruptions brought on by the pandemic, the event was moved from June of last year to October of 2020 and back to July this year. This could be an attempt to connect it to a different, more conventional justification for summer purchasing.
For many years, Amazon Prime Day has had an impact on e-commerce businesses and other big box stores. Consumer behavior and buying cycles are key. If Amazon prepares clients for discounts in July, then rivals and direct-sales companies will capitalize on the enthusiasm with their own promotions.
Google Analytics 4 Adds Conversion, Bounce Rate, And UTM Parameters
This week, Google Analytics 4 launches three new measures on the platform. The metrics will be viewable via reports, segments, explorations, audiences, and the Google Analytics data API. The newly added metrics are:
Generally speaking, having access to more Google data is advantageous, especially after the introduction of a new product or feature. Advertisers should be able to identify and resolve problems with campaign performance with the aid of more information about performance indicators.
Google My Business Mobile App Has Stopped Functioning Forever
You can no longer manage your business profile, interact with customers, or view insights using the Google My Business mobile app for iOS or Android. The app now informs you that "the Google My Business app is no longer available" when you attempt to access it.
You will need to move to utilizing the Google Maps app or Google Search if you were used to using the Google My Business app to communicate with clients, edit your business page, check performance, and more. Google had already informed us of this change's impending arrival and has even sent us many emails to that effect. The Google My Business app is no longer, therefore it has.
Apple Search Campaigns Shifting To Cost-Per-Tap (CPT) Pricing Model
Advertisers using Apple Search will soon observe a new campaign price type. Apple's version of CPC, or cost per click, is CPT, or cost per tap. It is determined by dividing your whole spending by the quantity of taps your advertisement obtained.
The conventional pay per click strategy employed by marketers in search result ads is reflected in the new CPT model. Because you only pay when the people who are most interested tap on your ad, you can place competitive bids without worrying about overspending and gain more for your advertising expenditures.
Online Inflation Slows For Third Consecutive Month
Online inflation declined for the third consecutive month as U.S. inflation reached a 40-year high, reaching 9 percent. The rise in "real world" expenditures like gas, food, and rent is what is responsible for the overall inflation rate. The Adobe Digital Price Index tracks the price of digital purchases across 18 product categories, reflecting online inflation.
Finding a story about inflation decreasing, even a little, defies logic because rising inflation dominates news cycles (and there is some competition for it). It serves as a reminder that there are important distinctions between the physical and digital worlds. The obvious example is the purchase of groceries, as many people have developed the habit of ordering even fresh vegetables online when there is a shutdown.
Customers Aren’t Satisfied: Fewer Than 35% Say They’re Happy With Brands
Less than 35% of customers are entirely satisfied with their brand connections, according to the 2022 Brand Relationship Design research from digital product, marketing, and brand innovation consultancy R/GA. This is despite marketers' pandemic-driven focus on customer pleasure.
Customer happiness became the top marketing priority after the pandemic. So what took place? Are businesses focusing on the wrong drivers? Did they employ the incorrect software? Whatever took place, it's obvious that a lot of money was spent to make a lot of noise that ultimately had no meaning.
Tough-To-Reach Console Gamers Watch More Tv On Streaming Than Linear
Although there are billions of gamers in the world, conventional advertisements have a difficult time connecting with them. According to a recent survey by Samsung Ads, gamers who play on a console connected to their TV are unreachable 80% of the time in the United States.
The study also discovered that streamed TV is more popular among console gamers than traditional TV. This demographic watches 52 percent of their TV through streaming, 28 percent through gaming, and 20 percent through linear.
A vast network of products, including advanced TV, streaming devices, and linear, is covered by Samsung advertisements. Despite the fact that the gaming community is growing rapidly, their examination of game console usage highlights the difficulties in contacting players.
Google Launches Ad Creative Studio To Customize Video And Display Ads
A new method of making advertising has been revealed by Google. After a beta test the previous year, The Ads Creative Studio was formally released and is now accessible everywhere. One can customize advertisements. Advertisers or producers have the option to produce several variations of a single display or video ad in the ACS. The advertisements can be altered for various target markets, locales, languages, or situations.
Creators choose the modifications they wish to make and offer various iterations of that specific aspect in accordance with the guidelines you specify. Currently available for video, the capability will soon be made available for display as well.
Advertisers will find testing ACS to be a fascinating feature. The ACS appears like a useful tool to easily manage and make dynamic adjustments to video advertising when you're trying to reach numerous demographics without generating additional campaigns or ad kinds if you're running campaigns aimed at multiple audiences. Although we haven't personally used ACS, we're curious to see how it compares to simply making fresh ad sets.
Netflix, Microsoft Partner For Ad Supported Subscription Plan
Microsoft revealed today that Netflix had chosen them as a new partner to help introduce an ad-supported subscription service. Additional ad placement possibilities should be advantageous to advertisers, particularly on a huge network like Netflix. Those who have been ignoring Microsoft or CTV advertising in general ought to seize this chance right away.
Some of this information will be useful to your company, while some will not. This is where we can help you. We can sort through these updates and determine which ones are most significant to you and your company. Contact us for a consultation!
Summer and her team have years of experience in all realms of marketing. Her favorite is Search Engine Optimization and trying to figure out what Google is up to next.