?? PPC News: Organic & Paid Social (W15)
??? Yoann Ferrand
???? ???? Senior PPC Manager | Named one of the Top 100 Most Influential?PPCer | Empowering you towards digital maturity.
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Paid Social
[Issue No. 105 - April 8th to 14th]
Meta Ads
Meta is eliminating the 'Existing customer budget cap' feature from Advantage+ Shopping campaigns. Instead, a new system will be introduced that uses two ad sets to control audience-related budgets. Advertisers will be instructed to use separate ad sets for budget control. They will have the option to create a campaign that excludes existing customers or a campaign that splits the budget between new and existing customers.
Dario Zannoni also noticed that this new setup involves creating multiple Adsets within a single campaign. Each AdSet has flexible audience and placement settings and exclusion options.
?? 1st Contributors: Bram Van der Hallen / Dario Zannoni
To use, create a Sales campaign, select a Catalog, and enable the 'Generate backgrounds' option in the Advantage+ creative section. Meta will create varying backgrounds for eligible product images. This feature may also enhance Stories and Reels, improving product performance.
?? 1st Contributor: Bram Van der Hallen
Other Meta Ads' updates from Bram Van der Hallen
YouTube Ads
YouTube now allows multiple video ad formats to enhance its reach and includes individual ad format reporting that is unavailable in other campaign types.
?? 1st Contributor: Scott Carruthers / Lawrence Jones
TikTok Ads
TikTok has introduced Category Exclusion and Vertical Sensitivity controls, providing advertisers greater control over ad placements.
These tools, accessible in the new Brand Safety Hub in TikTok Ads Manager, allow advertisers to avoid specific non-standard categories and exclude misaligned content. These additions complement the TikTok Inventory Filter, which offers three inventory tiers.
The Brand Safety Hub is now available in all TikTok advertising markets.
TikTok's Promote feature is now integrated with TikTok Ads Manager, providing a smooth experience between mobile and desktop platforms. This updated tool is designed to assist small businesses in promoting their content directly within the app, which can help them gain more followers, increase traffic, discover new audiences, and ultimately drive sales.
The insights gathered post-campaign can also help refine future campaigns. With the integration, managing campaigns, tracking billing funds, and generating reports from your desktop is now easier.
Programmatic
PubMatic and Instacart have joined forces to amplify programmatic advertising by leveraging Instacart's first-party retail media data.
This collaboration will equip advertisers with comprehensive insights into buyer behaviour, allowing them to influence consumer choices while they shop. By scrutinizing context and content signals from its network of leading publishers, PubMatic will identify the most appropriate inventory for campaigns.
Gaming platform Roblox has partnered with PubMatic, a digital advertising technology company, to expand its revenue streams beyond virtual currency sales by improving video ad sales.
Organic Social
Threads
Threads has recently introduced developer documentation and a sign-up sheet for its API. This comes after its testing in March, and the API's public launch is set for June. The developer documentation includes information on API limitations and endpoints and instructions for tracking analytics, publishing posts, and retrieving replies. For Threads accounts, the limit for daily posts is 250 API and 1,000 replies. However, text posts are limited to 500 characters.
YouTube
YouTube has launched Shopping Collections, a new feature that allows creators to curate themed product selections, and an Affiliate Hub that offers exclusive deals and partnerships.
LinkedIn has recently expanded its 'Who Viewed Your Profile' feature. The update now includes detailed information about the visitors who fall under the 'Influencer on LinkedIn' category. The visitors are categorized as ‘Top Voice’ or ‘Senior Leader’ based on their professional expertise and thought leadership.
?? 1st Contributor: Lindsey Gamble
LinkedIn is introducing Recruiter Verification to help recruiters confirm their identity as part of its efforts to promote genuine interactions and prevent scams. LinkedIn aims to expand its authenticity initiatives further.
Partnerships with CLEAR, Persona, and Microsoft Entra have enabled 800M members to verify professional identities.
Currently, half of job views are for verified jobs.
?? 1st Contributor: Oscar Rodriguez
领英推荐
X (previously Twitter)
X is discontinuing the option for paid users to conceal their checkmarks, but there is no clear timeline for this change. The company has removed information about this feature from its Premium support page.
Note: This is part of last week's update, where X is now giving blue checkmarks to influential users with over 2,500 verified followers and offering Premium subscriptions. Premium+ subscriptions are available for users with more than 5,000 verified followers. The verification program is returning to its original purpose of verifying notable users.
?? 1st Contributor: Nima O.
TikTok
TikTok has confirmed that it is developing a photo-sharing application, which is expected to be called TikTok Notes, as per the screenshots shared by users. The company has informed its users about the upcoming app and provided them an option to share their existing photo posts.
This new app will provide a dedicated space for photo and text creativity. The registered URL, photo.tiktok.com , suggests the app's launch is imminent. TikTok's development of this new app is seen as part of its competition with Meta and its exploration of new formats.
Marketing Industry
Privacy & Compliance
Snapchat has announced new partnerships with Snowflake and AppsFlyer to integrate advanced Privacy Enhancing Technologies and improve ad targeting accuracy without compromising user privacy.
Meta is rolling out new features to protect young users from sextortion and intimate image abuse, including nudity protection in DMs and enhanced measures to prevent scammers from interacting with teens.
These updates are part of Meta's ongoing efforts to enhance safety and privacy. Meta leverages device-side machine learning for real-time content moderation, even in encrypted environments.
LinkedIn now has a redesigned privacy setting allowing users to preview what others will see when they visit their profile. This feature is handy during training sessions.
?? 1st Contributor: Mic Adam
AI Developments
Meta has reportedly tested its AI chatbot on WhatsApp in India and integrated AI into Instagram's search bar. When a user initiates a search, it will start a direct message conversation with Meta AI using pre-loaded prompts.
This feature could improve content discovery on Instagram and help users find related Reels.
Gemini 1.5 Pro is a software tool now available in over 180 countries. It has many advanced features, including native audio understanding, JSON mode, and a File API for easy file handling. Additionally, it has a superior text embedding model that helps generate more accurate responses.
Developers can guide the model's responses with system instructions and instruct it to output only JSON objects. Gemini 1.5 Pro can now understand audio and video inputs, making it a versatile tool for various applications.
Industry Updates
Uber Eats is testing a feature similar to TikTok in some cities to help restaurants promote their dishes and increase visibility. The videos, only from nearby restaurants, aim to replicate the in-restaurant experience and encourage customers to try new dishes.
These videos are not ads; restaurant owners are not charged for featuring their content. Additionally, Uber Eats has updated its Manager software for restaurant managers and plans to release a new app. The platform currently has more than one million merchants worldwide.
JPMorgan Chase has recently launched Chase Media Solutions, a media platform owned by the bank that enables advertisers to target around 80 million customers. This platform is designed to use transactional first-party data, which offers brands a comprehensive view of their customers' purchase behaviour.
The acquisition of Figg in 2022 helped to enable this venture. The platform's pilot partners include Air Canada, Solo Stove, Blue Bottle, and Whataburger.
Yahoo acquired Artifact, an AI news platform co-founded by Instagram's co-founders. The plans to integrate Artifact's technology across its various sites to enhance its news operations and provide personalized content.
This acquisition arrives amid media start-ups' challenges in generating revenue in a market dominated by Big Tech giants such as Alphabet and Meta Platforms.
Resources
Meta has recently unveiled their Responsible Platform Initiatives Hub and seven self-guided tutorial videos aimed at developers.
This Hub serves as a centralized space for developers to learn about Meta's sustainable platform-building strategies, how to establish trust with users, and ways to create value for third-party developers.
LinkedIn's engagement rate for 2024 has increased by 44% compared to the previous year.
In details:
Brands should use multi-image posts, video content, and polls to increase engagement. Additionally, captions should be kept brief, and employees should be encouraged to use their profiles.
[Read the full report from Socialinsider ]
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???? ???? Senior PPC Manager | Named one of the Top 100 Most Influential?PPCer | Empowering you towards digital maturity.
7 个月We'd like to give a special shoutout to our Social contributors, As Bram Van der Hallen, Dario Zannoni, Scott Carruthers, Lawrence Jones, Lindsey Gamble, Oscar Rodriguez, and Mic Adam Feel free to add your perspective, share your thoughts, and offer your expertise. You are also welcome to request an update on this piece, including correcting or adding a new update. Please feel free to add a comment or PM me.