20.08.2021 – In Digital Newsroom
At a Glance...
Get up to date with all the latest updates across the world of paid media including new Google restrictions, changes to attribution models and smart bidding, as well as some big news in the world of Instagram & Facebook.
In our latest newsroom session we hear from Freddie Carruthers on all the latest goings-on in the marketing industry, including updates across PPC advertising, Facebook, Instagram, Twitter and emerging platform TikTok.
And if you missed them before, take a look at some of our earlier sessions this month in our latest updates.
The latest from Google
In the coming months, Google will begin expanding safeguards to prevent age-sensitive ad categories from being shown to teens, and block ad targeting based on the age, gender, or interests of anyone under the age of 18
The tech giant also plans to turn off its location history feature, which tracks location data, for under 18s globally.
Google now lets us adjust conversion values based on characteristics like location, device, audience so that they align more closely with business outcomes.
This added feature means that businesses can use their inherent knowledge of what’s working in their industry to improve their conversion rates in Google Ads. For example, if advertisers know certain audiences or people in certain locations are most likely to convert, they can set a rule to multiply the conversion value for the chosen group by two.
Google ads non-last click attribution models, including data-driven attribution, now include Youtube and display ads.
The new inclusions mean we should have a better understanding of the relative importance of channels in buyer journeys
PAID SOCIAL NEWS
New Instagram features
As part of a push to invest in its e-commerce business, Instagram is testing ads in Instagram Shops.
Currently the test is limited to select US-advertisers, but there’s a view to expand to different markets in the coming months. Ad formats include both single images and carousels.
Instagram users in the US now have the option to share their reels as recommended content on Facebook.
Aside from this, Mark Zuckerburg recently announced on Facebooks earnings call that reels are the largest contributor to engagement growth on Instagram.
And lastly, Facebook, Twitter & Tiktok
Facebook has decided to test Facebook Reels in the US in its growing battle with TikTok. The new feature will give users the ability to create and share short-form videos directly within the news feed or in Facebook groups. It’s part of a growing demand for short-form video content – today, video accounts for over half the time spent on Facebook
Ads are not currently being rolled out on Facebook reels, but there are plans to do so in the near future.
The announcement provides ways for marketers to build better campaign creatives within each respective app.
The new integrations will have direct connections between TikTok ad manager and each platform, making it easy to build TikTok creatives and upload straight into campaigns. On Canva, TikTok has already worked to develop 50 templates..
Twitter has launched an updated version of its agency playbook, which provides a detailed overview of how to create effective Ad campaigns and content.
The 41-page book can be downloaded here:
Key points include:
- People are more engaged on Twitter than ever
- Use multiple ad formats in each campaign
- Use few to no hashtags in tweets