Digital Newsletter May
See the latest invaluable updates from the digital marketing industry curated by our team of experts.
Explore articles across all our channels, including details of leaked list of website ranking factors from Google, TikTok's expanding premium ad placement and how to step away from the hype when exploring AI powered programmatic.
The SEO industry has its hands on the list of thousands of factors used in the algorithm. It shows everything Google reviews, without any clarity on how or if the information is used, or what for. SEOs across the world are poring over the details to come up with new testing hypotheses!
We're expecting this feature to come to the UK imminently, though it is much scaled-back since the original previews. News coverage in the US has focused on bizarre and incorrect answers, and the AI content is being tweaked and reduced in places. We're still gathering data on the impact on CTR for SEO and PPC.
New creative asset generation controls, immersive ads experiences, visual storytelling features, and more from Google Marketing Live. Google AI will generate more recommendations showing products in different contexts and scenarios, so advertisers can select the assets they love and use them across their marketing channels.
By automatically pausing low-activity keywords, Google aims to declutter advertiser accounts and encourage a more focused approach to high-performing keywords.?This change means advertisers need to review and refine their keyword strategies. With Google Ads set to pause low-activity keywords automatically, advertisers must be more proactive in identifying and prioritising high-performing keywords.
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With video content accounting for up to 50% of the time spent on Facebook and Instagram, Meta has now introduced the option to use video assets in its Catalog Product Ads, which previously only supported static creatives. Advertisers can now extend their video ads across Reels, Feed, and Stories, ensuring optimal display to interested users.
The new offerings will allow brands to position themselves alongside top trending content with enhanced flexibility, precision, and control. A study published by TikTok earlier this year found that when ads are placed next to trending content, viewers perceive the ads as more relevant and favourable, resulting in a 9% increase in purchase intent.
In spite of all the Google changes, natural backlinks by manual outreach is still the best link building tactic. These authoritative sources prioritise their target audience by serving valuable, helpful content, so a backlink from these sites would be considered high-quality.?
AI can improve campaign performance through hyper-personalisation and real-time insights, but it requires human guidance and sensible use cases. The iterative nature of AI allows for quick testing and optimization, freeing creative teams to focus on richer ideas. Marketers should embrace a test-and-learn mindset, starting small and scaling up, while ensuring quality data fuels AI tools.
Google has once again postponed the end of third-party cookies due to ongoing challenges, prompting mixed reactions in the advertising industry. While some view this as a temporary relief, others see it as a necessary step towards a cookieless future.?