Digital Newsletter August
As the summer holidays draw to an end, we are reflecting on the latest industry updates from a (sometimes) sunny August. Scroll through to see our teams take on the latest trends and news from the digital landscape.
Google has recently rolled out a new look for the trending now section on Google Trends. This updated section includes when a phrase began trending, the search volume, trend breakdowns, and a chart. It's now easier to research new content ideas and topics that would be useful for your business to cover on your site.?
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It is now clearer that Google’s AI overviews favours trusted sources, so it’s important to continue building your site’s credibility. AI overviews are getting shorter, with a much clearer focus, featuring concise content and increasing links from within the existing organic results.
These tools are intended to help you simplify data collection and management while respecting user privacy. It includes a dashboard to see your account health at a glance, tag diagnostics and help implementing consent mode.?
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This early data shows AI Overviews encouraging longer and more specific search queries, as well as reduced clicks and impressions on Ads. This feature is still rolling out in the UK market and more data will come.
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Meta is enhancing its ad system to better align with each business's unique objectives and measurement tools. They're introducing new options for businesses to tailor their campaigns by clearly defining what they value, while also refining the ad system to deliver on those priorities more effectively.
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The arrangement isn't new, as Amazon formed similar shopping partnerships with Meta and Snapchat late last year. However, expanding to TikTok will offer Amazon more opportunities to capitalise on impulsive social shopping behaviours.
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Buying backlinks can provide a quick ranking boost, but it comes with risks, such as Google penalties and poor ROI. While tempting, especially in competitive industries, the long-term consequences often outweigh the short-term benefits. The best backlinks are earned through digital PR.
Podcast advertising offers significant opportunities for brands due to its strong audience engagement, contextual targeting, and low environmental impact. However, brands can be hesitant to fully invest in this space due to challenges in measurement and transparency. The growing popularity of podcasts and advancements in ad tech suggest that podcast advertising will become increasingly attractive and accessible in the future.?
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Well-integrated ads can enhance the gaming experience, mobile games can deliver premium experiences, and in-game environments are brand-safe. It is untrue that gaming is only suitable for top-of-funnel campaigns or endemic brands, emphasising that diverse audiences across different games allow for effective full-funnel marketing.
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If you have any questions or would like any support on these or any digital activities, reach out at [email protected]
Thanks, the tmwi Digital team