Issue 2.. More Google Changes & Whatsapp with you?
Laura Holyer
Paid ads for e-commerce brands | Industry Awards Judge | Managing Director at One-Two
Here we are, Monday again. Thanks to everyone who subscribed, commented and messaged after the first newsletter - hoping you haven’t noticed that I’ve missed a week already…. Here’s to being better!
What's going on in the marketing world?
Quite a lot! It’s been a busy few weeks with updates from Google and Meta.
Google Data Studio, a free tool for reporting dashboards, has been rebranded as ‘Looker Studio’. All existing reports will stay the same (for now). The rebrand comes about after the acquisition of Looker in 2020 and aims to bring more data streams into the platform.
There will be ‘Looker Studio Pro’ for more advanced users at an enterprise level, and there are plans to support Tableau and Microsoft’s Power BI
Looker Studio was announced at Google’s Cloud Next Conference, where they also announced that cloud services would be able to be purchased with crypto from next year.?
Google Webmaster Guidelines has also been rebranded as Google Search Essentials. I’ve never known anyone with the job title of a ‘webmaster’ so the change comes to remove this old school name (shame as it’s much cooler than website developer/owner) to be more clearly available to developers, site owners etc. There’s been a few changes too; new technical requirements section, updated spam section and new guidance with best practices.?
There’s been a few changes too; new technical requirements section, updated spam section and new guidance with best practices.?
View the updated look here:
All the name changes by Google have led marketers to come up with their own inspiring names...
There’s also rumour of an unconfirmed algorithm update around 12th October…
It's also not just Google shaping things up over the last few weeks, Meta last week announced they are rolling out several new ad types going into peak holiday season.?
In a blog post, Meta said it was starting to test a new skippable "post-loop" video ad format to play after its TikTok-like short video product Reels, which it has been promoting heavily.
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Another new Reels format features horizontally scrollable carousel ads, which can display between two and 10 images at the bottom of a Reel.?
The new ad formats are broken down into a few different categories:
Q4 campaigns have historically been integral in driving sales for most brands, and it seems Meta is investing in other areas to appeal to shoppers this year.?
Marketing Tip of the Week
The tip this week is for Performance Max campaigns in Google Ads. For those, who are not in the know about PMax - it’s a newer campaign format which uses a combination of search, shopping and display in one campaign to achieve set goals. In other words, Google has more freedom to serve the ad it thinks will work best for a particular search. There are lots of pros and cons which I’ll cover in another week, so without rambling further I’ll give you the tip….
Test a second asset group in Performance Max campaigns with no images/logo/video, or headlines/descriptions or even audience signals.?
Some advertisers / industries we’ve seen this work really well in, others don’t work as well but it’s worth testing. Particularly when the assets you’ve got aren’t the best as lots of the delivery of the ads is on YouTube or as display ads.?
Bonus tip of the week - get your account manager to add negative keywords to your campaigns. You have a lot less control with PMax campaigns and one of the drawbacks is you can’t add your own negatives (well you now can at an account level for some advertisers) but an account manager or tech support will be able to do this for you.
Marketing Win
Whatsapp last week had an impressive 3D campaign in London. Did you see it in real life?
Marketing Stat of the Week
Whilst we’re talking about Whatsapp…. One in 3 people prefer to reach customer service using Whatsapp (or SMS)
More on this here - https://www.marketingtechnews.net/news/2022/sep/27/one-in-three-brits-prefer-to-reach-customer-service-via-whatsapp/
Thanks for reading. See you next week!
Laura
Managing Director at Brand Ambition
2 年Smashed it again Laura Holyer (McDonald) great post.