AI Updates from Google and Key Improvements from Meta and TikTok
Major AI updates from Google, including AI-powered ads, and new automations
Google is rolling out a new AI-toolkit which will feature a campaign assistant to better extract information from your site that can be turned into ads, a way to automatically adapts creative to better align with a keyword search, and improvements to smart bidding. And that’s just the tip of the update iceberg!
Meta improves and simplifies web tracking post-iOS 14
Meta updated their Aggregated Event Measurement solution (a protocol for measurement of people opted out of tracking on iOS 14.5+) to require less advertiser set up. Now advertisers no longer need to prioritize eight conversion events, turn on value sets to optimize for value, verify your domain or select a conversion domain. This should mean more advertisers finding success because less technical implementation is required.
TikTok is improving their integration with Shopify
TikTok will automatically incorporate their Events API into their Shopify integration starting in late June 2023. This is a server-side integration similar to Meta’s Conversions API and TikTok advertisers have seen a 15% improvement in CPA’s when this solution is implemented so this should help further improve ad efficiency on the short-form video platform.
Creative Considerations on Meta for International Expansion
Identifying the right international audiences are an important part of the Instagram and Facebook ad equation. But so is the creative you'll put in front of new markets to introduce your brand and sell your products. Considerations here range from dynamic language optimization to dynamic ads and marketing calendar nuances by market.
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