The Friday Five: Google’s 2nd Core Update Launched, Elon Wants to Block the Block Button, And, Marketers Continue to Ignore the over 60s

Hello everyone! We're thrilled to have you back for another weekly dive into the latest trends, updates, and stories that are shaping the marketing scene. As always, we're here to keep you in the know.

In this edition of the Friday Five, we've got a great lineup of stories. From Google's latest core update and legal battles in the online advertising realm to intriguing insights about social media preferences and the overlooked silver pound, we're covering a range of topics that matter to you (including, yep you guessed it, Twitter/X).

So, grab a coffee, settle in, and let's get right into it.

1. Google Rolls Out Second Core Update of the Year

Google has unveiled its August 2023 core search update to enhance search result quality. While the update rollout might extend over weeks, its impact is significant.

Unlike earlier core updates, diminished page performance following this update isn't necessarily a cause for concern. The focus lies on content relevance rather than technical issues. Recovery from the update's effects isn't assured and can differ from case to case.

Core updates intend to provide users with the most useful and trustworthy outcomes and can influence rankings. Previously lower-ranked pages might gain visibility, while once-rewarded pages might slip.

Our Analytics Lead Sam Thomas had this to say on the update: "We’ve seen a prolonged period of substantial fluctuations in the SERPS over the last few weeks so it was inevitable a core algorithm update was coming soon. Heading towards the launch of Search Generative Experience (SGE) it’s likely the algorithm updates will hit a little harder than we’re used to as Google changes the algorithms in preparation for it. If you’re seeing a decline in search visibility post update, you’ll need to identify areas of potential improvement to make sure you’re providing website visitors with the best experience."

The update's influence on search performance can vary, and decreased performance doesn't inherently imply issues with your site. Such a dip could be attributed to the update's adjustments rather than content problems. Google advises those experiencing ranking drops to prioritise content enhancement over technical fixes.

Head to Search Engine Journal for more.

2. Online Advertising Set For Shakeup After High Court Ruling

A significant legal battle has unfolded in the High Court, with implications for online advertising and SEO practices.

Outsourcing specialist AdvanceTrack emerged victorious after a two-year legal tussle against GI Outsourcing, its competitor.

The case was centred around a Google Adwords campaign in which GI Outsourcing repeatedly employed AdvanceTrack's trademarked name and branding, leading to accusations of trademark infringement and brand misrepresentation.

The court's ruling is set to reshape how businesses use trademarked brands in Google Adwords campaigns. The ruling provides insights into the complexities of trademark usage in digital advertising, highlighting the potential risks and legal repercussions of improper practices.

Judge James Tindal emphasised that using competitors' trademarks, even as keywords, can lead to both commercial and legal consequences. He suggested that seeking legal advice before using such tactics, especially as legal landscapes shift post-Brexit, is prudent.

The case serves as a cautionary tale, stressing the need for businesses to conduct thorough searches to ascertain the legal standing of trademarks before incorporating them into advertising strategies.

Marketing Beat has more on this story.

3. Blocking the Block Button on X Likely To be Blocked

Elon Musk's recent statement about removing the block functionality from the app formerly known as Twitter, seems more of an attention-seeking move than a feasible action.

"Block is going to be deleted as a “feature”, except for DMs", said Musk.

However, despite his announcement that blocking would be removed except for direct messages, the reality is quite different.

Removing the block feature goes against the guidelines set by both Apple and Google Play Store.

Such a move would render X ineligible for hosting on these platforms, effectively making the app non-functional. Both Apple and Google's guidelines stress the importance of providing users with the ability to block others.

While Musk has managed to navigate naming conventions and content moderation rules in the past, this situation seems more challenging. The removal of block functionality could potentially limit content exposure and ad impressions.

X's CEO, Linda Yaccarino, attempted to clarify the situation, emphasising the app's commitment to user safety and promising improvements.

However, given the strict guidelines of the app stores, Musk's claims appear unlikely to become reality. This incident illustrates Musk's knack for grabbing attention through bold statements (that he may or may not sincerely believe), but the practical implications might not align with his intentions.

Visit Social Media Today, LLC to learn more about this story.

4. Marketers Missing Out on the Silver Pound by Not Including Over 60s

Brands and marketers are overlooking a potentially lucrative audience by failing to include individuals over the age of 60 in their advertisements, as highlighted by recent research from Creative X, a creative data platform.

The study examined over 126,000 global ads released in 2022, revealing that a mere 4% of those depicted were over the age of 60. This is in stark contrast to the reality that this demographic constitutes 23% of the UK population.

Despite possessing a higher disposable income than younger generations, the over-60s demographic only receives 3% of digital media ad budgets. Curiously, even when older adults were featured, around 65% of them were placed in family settings, while less than 1% were shown in professional or leadership roles.

Women over 60 face an even more significant disparity, accounting for less than 2% of people featured in ads. In contrast, 10% of women aged 26-59 appeared in leadership or professional scenarios.

The founder and CEO of Creative X, Anastasia Leng, expressed that these findings highlight the disparity between ad portrayals and real-world diversity.

However, she noted that advancements in measuring and tracking such disparities provide the tools to usher in greater inclusivity and more representative ad campaigns.

The team at Marketing Beat have more on this.

5. Top Dog: 9 Out of 10 Marketers Opt For Facebook Advertising

Amid the ever-evolving social media landscape, Facebook emerged as an unrivalled force in social media advertising.

With an active user base nearing 2.9 billion, Facebook retains its preeminent position as the preferred platform for marketers across B2B and B2C sectors.

Recent data from OnlyAccounts.io reveals that nearly 90% of marketers opted for Facebook for social media advertising in 2023, surpassing Instagram by 10% and TikTok by threefold.

Despite its age in the social media arena, Facebook maintains its appeal, chosen by 89% of marketers for promotional efforts, as indicated by a Social Media Examiner survey. Instagram follows as the second most utilised platform at 80%, with LinkedIn at 65%.

Our Head of Paid Social Harriet Tuite had this to say on the news: "Despite newer platforms having more of a buzz around them, as a legacy channel Facebook still has a huge stronghold in the social media space.

"Meta's advertising and data collection capabilities still remain incredibly superior to others (for now), so by focusing more on your Facebook marketing efforts, you can drive more performance with your ad performance too."

Future intentions of marketers regarding social media platforms were also unveiled. Approximately 53% indicated plans to increase Facebook usage, with a mere 5% considering reducing their Facebook ad budgets.

As brands continue to funnel substantial resources into Facebook and Instagram ads, Meta's dominance persists, with an anticipated rise in social media ad spending from $189.5 billion in 2022 to $247 billion by 2027, as projected by Statista.

Visit Marketing Tech News to Learn more.

We hope you've enjoyed this week's collection of stories from the marketing world. As always, thank you to everyone who takes the time to like, comment, and share the Friday Five.

We're looking forward to a great bank holiday weekend, in the meantime, we'll see you at the same time next week where we'll break down five more stories!