Targeting removed (& added) for YouTube Ads; New Spam algorithm update; Search gets mobile redesign; New TikTok features; Best ads of the week & more
Welcome to this week’s Digital Discovery – everything you need to know in the world of digital marketing over the last week.
This week includes:
Finally, we cover some of the best ads discovered this week and look ahead at key content dates coming up next week.
Don’t forget to subscribe to this newsletter and follow me on LinkedIn .
Ok, let’s dive into this week’s update…
Google Ads to discontinue YouTube channel and video targeting
According to a Google Ads help article, content targeting on video campaigns will be discontinued in 2023. This means advertisers will no longer be able to target particular keywords, topics and placements (such as YouTube channels, videos and apps).
Boo!
The news is a major blow to advertisers, like myself, who rely on matching advertising campaigns to placements that are highly relevant to target audiences.
For existing campaigns, the article states: “All existing content targeting settings will be automatically removed from video campaigns that drive conversions.”
In a response to Search Engine Land, Google have said:
“In the coming year, we will no longer offer contextual targeting to Video Action campaigns. Contextual targeting can unintentionally restrict reach and performance for most Video Action Campaign advertisers, and we’ve found when removing keyword and topic targeting, advertisers saw performance benefits. It will remain available for other campaign types on YouTube ads.”
Thankfully, other campaign types will remain unaffected. But this is yet another example of digital marketers losing their ability to manually control paid campaigns.
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Google Ads release seasonal video templates
New video ad templates have been released by Google Ads to help advertisers promote their brands ahead of key seasonal events.
Video ad templates have been created for:
With more promised in the coming months.
All templates can be customised with logos, colours and text to fit your brand. The video will then be available in any campaign that accepts video assets.
New YouTube targeting released
Google has announced three new ways you can tap into the “YouTube Effect” across streaming, shopping and audio.
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New October 2022 spam algorithm update from Google
Released on 19 October 2022 and completed today, 21 October 2022, Google’s spam update aims to punish the more spammy side of the search results. ?
Most site owners who follow best practice and Google’s spam policies needn’t worry about the roll out. However, a large fall in traffic could indicate that you’ve been affected.
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Google Search redesign on mobile
Google has rolled out site names and favicons to both ads and organic listings. In addition to this, Google is removing the “Ad” label in favour of a new “Sponsored” tag.
You can see the changes here:
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Meta rolls out branded content on Reels
Meta has rolled out Branded Content on Reels, so creators can now use the ‘Paid Partnerships with’ label on organic posts, and participating sponsors will be able to easily convert them to Branded Content Ads.
Policies and restrictions can be downloaded here: https://www.facebook.com/business/f/815940546223973
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New TikTok features and security
Over the last week TikTok has been busy releasing new features for its users and advertisers. Let’s jump into the updates
TikTok has a new Focused View campaign objective.
In a blog post , TikTok states:
“Focused View is the new evolution of our current video view objective on TikTok. The Focused View optimization will deliver ads to users who are most likely to actively engage with an ad — by viewing it for at least 6 seconds OR by interacting with the video within the first 6 seconds (whichever comes first)”
Three new features are announced for TikTok LIVE
You can read the full announcement from TikTok here .
TikTok launches new Smart Performance Campaigns
The new campaign type mirrors Google’s smart and Performance Max campaign types which require advertisers to put their full trust into the platform’s AI and machine learning systems.
TikTok state: “Smart Performance Campaign is our first end to end automation solution that leverages machine learning to optimize for best performance and marketing goals.”
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Ads of the week
Barnardo's | BIG IF TV Spot 2022
New campaign from Barnardo’s to raise awareness and drive support for families during the cost-of-living crisis
It's How We Talk - STAMMA?
A new campaign highlighting the many misconceptions those with a stammer experience
领英推荐
Archer Roose Wines Presents: Talking Wine with Elizabeth Banks I Wine Tasting in the Metaverse
Ocean Spray? | :60 Power Your Holidays.?
This one actually made me wiggle! Funny and creative ad from Ocean Spray
Ryanair wave goodbye to Liz truss
https://twitter.com/Ryanair/status/1583074534202408960
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Marketing news to know about this week
Asos CEO blames acquisition slowdown on ‘insufficient’ brand spend
Asos’s new CEO José Antonio Ramos Calamonte is blaming “insufficient” brand investment and an over-reliance on promotions with driving a slowdown in customer acquisition over the past year.
Fifth of B2B marketers say proving effectiveness is their ‘biggest challenge’
LinkedIn’s global B2B Marketer Sentiment Study of 1,700 senior marketing decision makers reveals that measuring campaign effectiveness and proving the return on investment (ROI) of marketing spend is the biggest challenge facing B2B marketers globally at present, with 21% identifying this as their top concern.
Netflix ad-supported inventory ‘nearly sold out’ ahead of November launch
The ad-supported plan will cost subscribers ￡4.99 per month when it launches in the UK on 3 November, and show an average of four to five minutes of ads per hour. There will be “tight” frequency caps to prevent members from seeing the same ad repeatedly.
Amazon to launch UK insurance comparison site
Amazon is to enter the UK insurance market in an attempt to challenge the big four price comparison sites and succeed where its rival Google failed.
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Key content dates for your social media next week
Thanks for reading!
I hope you enjoyed this week's newsletter and found it useful.
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See you next week.
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