TikTok and Amazon to compete with Google? Meta Verified for businesses; Google releases algorithm update; Key dates in October; Best ads & More
Welcome to this week’s Digital Discovery.
Each week we cover the latest developments and everything you need to know in the world of digital marketing. This week we cover:
Plus we look at some of the best ads discovered and look ahead at key content dates coming up in October.
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Ok, let’s dive into this week’s update…?
TikTok enhances search capabilities with Wikipedia snippets and Google integration, while Amazon bolsters mobile search
In a rapidly evolving digital landscape, major tech players are continually striving to improve their search capabilities to cater to the demands of their users. In recent developments, both TikTok and Amazon have made noteworthy enhancements to their search functionalities.
Both developments pose a threat to Google’s dominance in the search industry. The company has acknowledged the shifting dynamics in the search landscape. Prabhakar Raghavan, the SVP in charge of search at Google, acknowledged last year that platforms like TikTok and Instagram are increasingly influencing user behaviour.
Raghavan noted, "Something like almost 40 percent of young people, when they are looking for a place for lunch, they don't go to Google Maps or Search — they go to TikTok or Instagram." This acknowledgment underscores the evolving preferences of younger demographics and the importance of brands to keep up to date with these shifts.
TikTok's expansion into search
TikTok has been quietly diversifying its search results, signalling a significant shift in its approach. Historically, TikTok primarily displayed its own content in search engine results pages (SERPs). However, the platform has now introduced Wikipedia snippets into select search results, marking its first foray into providing users with information from the broader web.
The inclusion of Wikipedia snippets was initially spotted by The Verge, although TikTok did not make a formal announcement about this feature. Users may find these snippets wedged between relevant videos as they scroll through in-app search results pages.
This move by TikTok reflects its intensified efforts to compete in the search arena. A recent survey in the US indicates that a majority of Gen Z women now prefer TikTok over Google for their search needs, raising questions about Google's competition in this space.
Wikipedia snippets are currently available for searches related to people, places, and events. By clicking on the links within the snippets, users can access different sections of the corresponding Wikipedia entries, offering a richer and more informative search experience.
Is Google fighting back? TikTok is also testing the display of links to Google search results within its internal search results page. These links, denoted by a Google logo, are accompanied by a disclaimer stating that TikTok does not endorse or take responsibility for the Google search results displayed.
While it remains unclear whether this partnership between TikTok and Google is a mere test or the beginning of a broader collaboration, it suggests Google's efforts to maintain its position in the face of TikTok's growing popularity.
Amazon's search advancements on mobile
Amazon is also making significant strides in the realm of search. In an effort to compete with search engines like Google and Pinterest, Amazon is launching a range of new search and discovery tools for mobile users:
Additionally, Amazon is introducing other improvements, including the display of sales trend data next to listings and an enhanced way to search for previously purchased items.
These enhancements signify Amazon's intent to capture more product searches and potentially redirect search traffic away from Google. As Amazon closes in on Google and Meta in digital ad spending, these updates may have broader implications for the digital advertising landscape.
An Amazon spokesperson emphasised the company's commitment to enhancing the shopping experience and gathering customer feedback to refine its features.
In a world where digital search is paramount, these developments from TikTok and Amazon underscore the ongoing competition among tech giants to provide users with more robust and diverse search capabilities.
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Amazon unveils AI-powered listing assistance
Amazon is introducing advanced AI capabilities to transform the way sellers create and manage product listings. Generative AI, known for its versatility in tasks like content creation, is now streamlining the process for Amazon sellers.
Sellers on Amazon traditionally faced the laborious task of crafting product titles, bullet points, and descriptions. However, with these new generative AI features, this process has been simplified into a single step. Sellers need only provide a brief product description, and Amazon's AI generates high-quality content for review. Sellers can edit or submit it directly to the Amazon catalog.
This innovation not only saves time for sellers but also enhances the shopping experience by providing customers with richer information. Amazon's commitment to leveraging AI for seller support demonstrates its dedication to innovation.
Early feedback from sellers has been positive, with many using the AI-generated content without edits. This marks the beginning of Amazon's journey into AI-driven seller support, promising more innovations ahead.
Google's September 2023 Helpful Content Update: What you need to know
On 14 September 2023, Google officially launched its latest algorithm update, the September 2023 Helpful Content Update, aimed at improving the quality of search results and providing more clarity for content creators and SEO professionals. This update is expected to roll out fully over the next two weeks, with significant changes to Google's helpful content system. Here's what you need to know:
AI-generated content is accepted
In a notable shift, Google has revised its guidance on helpful content creation. Previously stating that content should be "created by people for people," Google now simply emphasises that content should be "created for people." This change suggests that AI-generated content is acceptable to Google, as long as it provides valuable information that serves users. This marks a significant development in how AI is influencing SEO practices.
Expertise can be verified
Google's updated guidance clarifies that high-quality, expert content can be either "written by an expert or reviewed by an expert." This means that content reviewed and verified by an expert can be considered as having expertise, even if the expert did not write the content themselves. This change highlights the importance of expert validation in content creation.
Third-party content guidelines
Google has also provided new guidelines regarding hosting third-party content on websites. If third-party content is hosted on the main site or in subdomains, Google recommends blocking it from being indexed if it is largely independent of the main site's purpose or if it lacks proper supervision or involvement from the primary site. This change is aimed at preventing websites from manipulating search results by renting out subdomains for low-quality, unrelated content.
Date manipulation alert
To combat the practice of changing publication dates without making substantial content updates, Google has added a guideline that questions whether pages are altering their dates to appear fresh when there is no significant content change. This emphasises the importance of maintaining transparency and accuracy with publication dates.
The focus remains on quality
Despite these algorithm tweaks, Google's overarching advice remains consistent: Create valuable and helpful content for human users rather than trying to manipulate search algorithms. The key takeaway for content creators is to stay committed to producing high-quality, user-focused content that adds genuine value.
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ADS OF THE WEEK
Specsavers UK | The joy of ordinary sounds
The ad is phase two of the brand’s ‘Lost & Found’ campaign that highlights its audiology services.
Specsavers | OOH billboard
Burberry Street - Hit or miss?
Tourists and Londoners alike were perplexed when the Bond Street tube station was temporarily renamed “Burberry Street” as part of a sponsorship deal with Transport for London with Fashion Week.
Google quietly manipulates ad prices, drawing criticism and accusations of downplaying
Google has admitted to quietly tweaking advertising auctions to meet revenue targets, which has raised concerns and allegations of downplaying the extent of price manipulation.
During the U.S. v. Google antitrust trial, Google Ad executive Jerry Dischler revealed that the search engine frequently adjusts ad auctions, increasing the cost of ads and reserve pricing by as much as 5%, and sometimes even up to 10%, without informing advertisers. This admission has stirred controversy within the digital marketing community.
领英推荐
Controversial figures and accusations of conservatism
While Google acknowledges a 5% increase, marketers argue that this figure is conservative, and the actual inflation rate may be considerably higher. Christine Yang, Vice President of Media at Iris, believes that the range of inflation can sometimes exceed 100%. Some have observed significant price hikes, with the cost per click (CPC) for certain campaigns surging dramatically.
Lack of transparency and regulatory concerns
The lack of transparency in Google's pricing adjustments has frustrated advertisers, and some accuse Google of self-regulation in its practices. Giovanni Sollazzo, CEO of Italian media agency Aidem, noted that CPC for Google search brand campaigns can increase far beyond 5%, sometimes reaching three to five times higher.
Impact on Google's antitrust trial
Google's manipulation of ad prices is a central point in the U.S. Justice Department's case against Google, alleging illegal monopolisation of the online search market. This manipulation is seen as a way to meet revenue targets set by CFO Ruth Porat and has raised concerns about Google's market dominance.
Google's response and the need for transparency
Google maintains that search ad costs result from real-time auctions where advertisers never pay more than their maximum bid. The company claims to continually work on improvements to benefit advertisers and users.
As the trial unfolds, the debate over Google's ad pricing practices underscores the need for greater transparency and oversight in the digital advertising industry. Advertisers and industry experts are calling for more clarity and regulation in an era where platforms like Google wield significant influence over the advertising landscape.
Meta expands Meta Verified to businesses
Mark Zuckerberg has announced the expansion of Meta Verified, originally designed for creators, to businesses on Instagram, Facebook, and WhatsApp. This subscription package aims to help businesses enhance their online presence and trustworthiness.
Key features of Meta Verified for businesses include a verified badge, proactive impersonation monitoring, support for troubleshooting, and improved discoverability on Instagram and Facebook. WhatsApp business subscribers will receive additional premium features.
The rollout will begin with tests on Instagram and Facebook in select countries, with WhatsApp to follow. Monthly subscription costs start at $21.99 USD per month for a single Facebook page or Instagram account, or $34.99 USD per month for both.
Meta is focused on helping small businesses establish their brand and expand their customer base. They plan to evolve their offerings based on feedback and insights from initial testing.
To ensure authenticity, Meta has implemented a rigorous verification process. Eligibility requirements include meeting activity standards and having two-factor authentication enabled. Businesses must also adhere to Meta's Terms of Use and Community Guidelines.
Will your business pay for verification? Businesses can join the waitlist here
Online advertising updates that PPC managers and advertisers need to know about
It’s been close to two weeks since my last newsletter and since then a number of important PPC updates have been announced and reviewed by the team at Search Engine Land. Here’s what you need to know:
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Elon Musk plans monthly payments for X (formerly Twitter) to battle bots
In a live conversation with Israeli Prime Minister Benjamin Netanyahu, Elon Musk, CEO of X (formerly Twitter), announced a transformative plan to combat rampant bot activity on the platform. Musk intends to convert X into a paid platform, though specific pricing details remain undisclosed.
Musk's motivation stems from the challenge posed by bots, which currently cost very little to operate. By introducing even a small monthly fee, Musk believes the effective cost of deploying bots would skyrocket, acting as a deterrent. This strategic shift could offer advertisers a higher-quality audience while potentially reducing bot-related issues.
As X grapples with the bot problem, Musk's move aligns with his broader efforts to monetize the platform since acquiring it in 2022. X Blue, the subscription service, was one such initiative, offering features like post editing and promotion.
More digital marketing news
KEY CONTENT DATES
Month-Long Events:
01 October 2023:?International Day of Older Persons, International Coffee Day, World Vegetarian Day
02 October 2023:?World Habitat Day, International Day of Nonviolence
03 October 2023:?National Techies Day
04 October 2023:?World Animal Day, National Taco Day
05 October 2023:?World Teachers’ Day, National Poetry Day
06 October 2023:?World Smile Day
08 October 2023:?World Octopus Day
10 October 2023:?World Mental Health Day, World Homeless Day
11 October 2023:?International Day of the Girl Child
12 October 2023:?World Sight Day
13 October 2023:?World Egg Day
15 October 2023:?Global Handwashing Day
16 October 2023:?World Food Day
17 October 2023:?International Day for the Eradication of Poverty
19 October 2023:?International Gin and Tonic Day
20 October 2023:?International Chefs’ Day
21 October 2023:?Back to the Future Day
24 October 2023:?United Nations Day
25 October 2023:?World Pasta Day
29 October 2023:?Clocks Go Back
30 October 2023:?Checklist Day
31 October 2023:?Halloween, World Cities Day
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