This Week in Digital Marketing - June 24, 2022

This week in digital marketing, we talked about how to use Audience Manager for better insights and optimization, how Pinterest is introducing Idea ads and paid partnership tools, how Spotify and Integral Ad Science are working together to create a brand safety framework for podcasts, and how Google is tightening the rules for Local Search Ads.

How To Use Audience Manager For Better Insights And Optimization
Google Ads has been modifying the definition and functionality of audiences, providing a series of opaque and perplexing updates and emails.

Google Ads audiences have changed, whether it's due to data ownership, privacy, attribution, or new campaign kinds.

As the definitions and functionality of audiences change in Google Ads, getting to know Audience Manager will be a valuable tool to understand more about your data segments and sources.

Audience management can not only ensure that you're hitting the proper market with audiences that are applied consistently across your account, but it can also provide insights into how to locate new consumers.

Choose to be "data informed" rather than "data driven" as you produce new ideas based on your observations so that your improvements are strategic and useful to your account.

Pinterest Introduces Idea Ads And Paid Partnership Tools
Pinterest has introduced a new ad type called Idea advertising, as well as a new collaboration tool that allows content producers to tag brands in their posts.

The new Idea adverts are comparable to the Idea pins that were introduced last year. Similarly, Idea ads are a multi-page immersive style that allows businesses to "showcase ideas in motion."

Pinterest hasn't been on many people's radars recently. The creation and implementation of these new features came as a complete surprise. Take notice if you're wanting to monetize your social media material. The early test findings, on the other hand, reveal that larger, already well-known businesses benefit.

Spotify Commits To Brand Safety For Podcasts
Spotify and Integral Ad Science (IAS) have collaborated to develop a brand safety framework for podcasts. The system will be the first of its kind in a digital universe where video has safety safeguards but audio does not.

Advertisers desire control in an age of automation. The efforts of Spotify and IAS are aimed at bringing transparency to the platform and ensuring brand safety, starting with third-party podcasts in the audience network.

4 Easy Ways To Refresh Your Marketing Strategy During The Summer
Fine-tune little details to evaluate what works best for your customers, and consider loyalty-building exclusivity methods.

1. Change up the little things
   
2. Incentivize customers to share data
   
3. Emphasize the cool factor
   
4. Encourage customers to spread the word
   

Google Increases Local Search Ads Review Requirements
Before running a Local Service Ad, some Google Ads accounts will need five reviews starting on June 30. (LSA). Right now, one review is necessary.

We are aware that additional reviews enable customers to make well-informed choices. However, this new regulation may make it more challenging for start-up companies to use LSAs for advertising. Fake reviews do exist, though, so it will be fascinating to watch how Google handles this in the future. Curiously, there are fewer restrictions for professions like child care, financial planning, and general contracting, where you might want to conduct a bit more research on the people you're trusting.

Microsoft Launches Cash Back Promotions For Product Ads
To increase sales and conversions for online businesses, Microsoft Ads is now running Cash back incentives.

A cash-back scheme for US consumers on product adverts run by Microsoft is the new feature. For marketers and retailers, the program's objective is to "generate incremental sales and return on ad spend (ROAS) growth."

Even though this program is operated by Microsoft, online merchants are paying for it by raising CPCs. It would be fantastic to increase clicks and conversions if Microsoft AI could distinguish between low- and high-value transactions and direct traffic accordingly. We have yet to determine whether the initiative will be worthwhile given the higher CPC.

Google Adds LGBTQ+ Owned Attribute To Business Profiles
For businesses owned by LGBTQ+ people, Google has announced the addition of a new attribute to Google Business Profiles. It is now simpler to locate LGBTQ+-owned businesses in their local communities by using this new attribute, which may be added to your verified Google Business Profile.

If you meet the requirements for any of these Business Profile features, you should add them to your profile and at the very least test them out. Attributes like this can aid in increasing profile visibility. To increase their revenue and consumer base, businesses must take advantage of every benefit they can. Additionally, it is great to see Google continue to support diversity.

Meta Unveils New Policy To Fight Fake Reviews
It focuses on fraudulent reviews that show up in its Question and Answer or Ratings and Review sections on Marketplace and Shops.

On all platforms, not just Meta, fake reviews have long been a problem. Be cautious if you or someone you know relies on phony reviews. Compare your long-term success with certain assessments that have been exaggerated. Beware: Meta's review procedures are seriously defective, even if all of your reviews are legitimate.

Twitter Testing Notes, A Long-Form Content Feature
Twitter is currently developing a new feature that would allow users to post lengthy messages without being restricted by the 280-character tweet limit.

These lengthy Twitter threads, which were established in 2017, may have an answer in this. Although the numbered threads could lead to greater interaction (such as comments and answers), they were also quite difficult to follow, especially when spin-off conversations occurred.

Facebook Agrees To Revamp Adtech Over Discrimination Charges
Following allegations that it permitted landlords to run discriminatory ads, Facebook's parent company Meta will alter its targeted advertising system. The United States announced a broad settlement to a Fair Housing Act complaint on Tuesday. Department of Justice.

Adtech bias deserves more attention; it is now receiving a lot of it. The IAB, the Ad Council, and a coalition of well-known companies unveiled a strategy to address the problem on the same day as the Facebook settlement. Unintentional discrimination may result from automated marketing and ad targeting. They can also intensify deliberate discrimination. Whether intentional or not, discrimination has a significant negative impact on every aspect of society.

Googlebot Will Crawl And Index The First 15MB Of Content Per Page
The Googlebot help page has been changed to reflect the fact that Googlebot will only crawl the first 15MB of a page before stopping. Make sure Googlebot can crawl and index that section of the page within the first 15MB if you want to make sure Google ranks your page appropriately.

For both users and search engine crawlers, you should definitely keep your sites quite lightweight. However, Google is being very upfront about how much of your website it will use here.

Using the URL Inspection tool in Google Search Console to examine what portions of the page Google renders and detects in the debugging tool is an excellent approach to test this.

Twitter Launches Campaign Planner
Campaign Planner, a forecasting tool created by Twitter to assist advertisers in estimating campaign success before starting, has recently been released.

In order to assist partners and advertisers in better comprehending the scope and expense of reaching a target demographic throughout the campaign planning process, Twitter developed this tool.

Advertisers may find the Campaign Planner to be a valuable tool for estimating the effectiveness of their efforts. The Campaign Planners' forecast is, however, an approximation, and their suggestions are broad. Continuous testing and monitoring are essential.

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!