February 2023: Google's GCE, Nearby Events, European search changes, Meta's Generative AI, and Tracking updates!

The Bluebird Messenger is a monthly newsletter that recaps all the latest news that digital marketers need to stay on top of their game. Keep scrolling to find out which updates recently dropped and how they impact best practices within marketing. Enjoy the read!

Paid Search

GCE rolls out in the UK & US

Google has introduced Google Conversational Experience to all advertisers in the U.S. and U.K., soon to be available globally. This feature, part of Google Ads and powered by Gemini AI, simplifies creating and optimizing search campaigns. It automatically generates ad content such as text, keywords, images, and site links using advertisers' website information. Users can control and customize the AI-generated content. All AI-created images are marked with SynthID and open standard metadata for transparency.

SEO

Nearby Events and Deals search feature

Google is testing a "Nearby Events and Deals" local search feature, primarily visible on mobile devices. This feature showcases Google Business Profile (GBP) posts highlighting promotions and events from nearby businesses, offering local companies a chance to boost conversions. To maximize its effectiveness, businesses should actively post and optimize content on their Google My Business (GMB) profiles. The feature displays four tiles on the search engine results page (SERP), providing company names, promotional images, and review ratings. Selecting a tile leads to a detailed view with business details, map location, promotional images, and text.??

European search results will change

Google will adjust European search results to align with the Digital Markets Act (DMA), emphasizing comparison sites and reducing the visibility of certain vertical search features like Google Flights. This shift includes the introduction of dedicated units with links to comparison sites, query shortcuts for refined searches, and testing a dedicated space for detailed results in categories like hotels. As a result, some features, like Google Flights, will be removed from search pages. These modifications are limited to European search results and may impact websites reliant on vertical search units. Consider diversifying focus toward other vertical search engines due to these changes.

Google unveils new search features for enhanced user experience

Google has unveiled new search features, Circle to Search, and an AI-powered multisearch experience. Circle to Search allows Android users on select premium devices, like Pixel 8, to search without switching apps by circling, highlighting, scribbling, or tapping a portion of an image. Meanwhile, the AI-powered multisearch experience in Google Lens lets users upload or take photos, ask questions about them, and receive answers generated by Google's AI. These enhancements could affect how users interact with search results, so it's crucial to stay updated and adjust website content and features accordingly for the evolving Google Search experience.

Paid Social

The first rollout of Generative AI

We are seeing more accounts getting access to Metas generative AI solution for creatives. It is found under Advantage+ Creative Enhancements and makes it possible to expand images. If you only have a 1:1 or 4:5 format, you can easily use the system to adapt the image to stories. Make sure to preview your ads in placements using AI-generated expansions.

The sunsetting of old campaign objectives

Advertisers can no longer use old campaign objectives (ODAX) when creating new campaigns. To make sure you avoid potential delivery issues we highly recommend making the transition if you have not done so already.

Heads up! Budget pacing has changed

Meta changed their budget pacing settings in 2023, allowing an ad set/campaign to overspend up to 75% of the daily budget. This gives the system freedom to overspend if there is potential of winning bids in line with your campaign objective to an efficient cost.?

Tracking & Analytics

Chrome Tracking Protection

On January 4th, Google disabled third-party cookies for 1% of Chrome users globally, and in Q4 2024 they plan to roll out the change to 100%. This test is called the Tracking Protection and is part of Google's Privacy Sandbox initiative that was created to keep the web, and the Android environment, running sustainably whilst complying with new privacy regulations.

Google Consent Mode version 2

Google Consent Mode version 2 is an updated feature from Google designed to help website owners gather useful data about how people use their sites.?

It works by allowing websites to adjust how they handle cookies and collect analytics data based on whether a visitor has given permission or not. If a visitor doesn't consent to cookies, Consent Mode v2 can still collect some information in a way that respects the visitor's choice and complies with privacy regulations. This approach helps businesses understand their website traffic and performance without compromising user privacy.

In March 2024, websites or apps that collect data for creating audiences or remarketing purposes using Google's advertising services will be required to implement Consent Mode.