In the world of digital, not a day goes by when we don’t see a new update or feature. It’s exciting stuff but it can be hard to keep up with everything. That’s why we’re kickstarting our Digital Spot series, so you can stay ahead of the curve in the digital world.
This month, Account Executive Syona Marok, discusses three key updates in digital marketing that brands can utilise in their own comms.
Update #1: Google’s enhanced ad tools can help campaigns reach new customers
Google has recently added a range of updates to Performance Max, a goal-based campaign type primarily for keyword search campaigns. This update has three new insights including, asset insights, diagnostic insights and consumer interest insights.
Why is this important?
For Google ads users and brands, these detailed insights will allow you to tailor your creative according to the most relevant content for your target audience and result in a more effective campaign.
Update #2: Initial testing of Google’s cookie-free ad targeting has begun
Google’s Privacy Sandbox tools (Topics, FLEDGE, and Attribution Reporting APIs) have now begun global testing with the Canary version of Chrome.
It has been reported that these three tools will be able to help define users’ browsing interests, serve ads to users based on these, and measure when an ad click or view leads to a conversion.
How will this impact brands?
Google is currently on testing this with select Chrome Beta users and until all APIs are working as designed, they will only then be broadly available.
The select users that are able to use these features means they can access the new privacy settings and also have control over their browsing interests. This also means advertisers can continue to retarget and create custom audiences without individual-level user tracking.
Update #3: Google Talks: Technical issues do not cause a ranking loss after a core update
Google’s John Mueller recently shared that the type of issues that can cause a negative core update related outcome are not due to spontaneous and sudden changes but rather long term problems.
What does this mean for brands?
To minimise issues after a core update it was suggested to use tools such as Google’s Core Algorithm Update explainer.
We don’t just talk digital, check out our three social media updates you need to know this month.