Welcome digital marketer! Glad to see you excited about the latest news about PPC, analytics, SEO, social media, and technology as we have a LOT to cover in this week’s roundup of digital marketing news!
Google's John Muller calms down the victims of negative SEO attacks. Muller took part in a discussion on Reddit's r/SEO subreddit, where one user wondered how to act in a situation where, for example, a competitor builds spam links to another company's domain.
According to Muller, the best way is not to stress about "SEO attacks" too much, because Google's system equipped with artificial intelligence effectively identifies suspicious links and ignores them when calculating the ranking.
"I'd just ignore them.
Think of it this way, if your competitors are competent, they won't build links for you. If your competitors are incompetent, the links won’t have any effect.”
While using link rejection tools is not required, there is no harm in doing so if it's a way to feel more secure.
Source: Reddit Discussion
Google's previously announced "pre-owned" label is now visible in Google Search Shopping results both on mobile and desktop. If the product is used, the product listing has a green leaf with the text "pre-owned" next to it.
Brian Freiesleben posted his observation on Twitter.
Google makes it easier for consumers to filter more responsible choices already in Search.
Source: Tweet of Brian Freiesleben
Google has introduced a new targeting option that allows advertisers to control YouTube ad impressions - the number of times the ad is shown.🤳
Previously, this option was only available in connected TV campaigns in Google Display & Video 360, but now the target frequency monitoring is available to all YouTube advertisers.
According to Google, ad frequency targeting has clear advantages:
“This will help advertisers optimize towards more precise reach and frequency, while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.”
There is evidence that a target frequency campaign can actually produce better results. A brand called Triscuit experimented with a target frequency campaign and achieved a 93% higher absolute ad recall lift (compared to non-frequency optimization) at a 40% lower CPA.
Source: Google Ads & Commerce Blog
Reach Planner is a Google Ads campaign planning tool built to effectively plan for video campaigns based on reach, views, and conversions across YouTube and video partner sites and apps. It assists advertisers in accurately creating media plans based on Unique Reach, Views, and Conversions.
Reach planner is also used to predict reach, impression frequency, impressions and conversions estimates depending on your target audience, budget, and other parameters such as geographical region and ad formats.
Now in Reach Planner it is also possible to predict the performance of Video Action Campaigns (VAC).
When creating a plan in Reach Planner, you can select "Action - Online Conversions" as a goal and add Video Action Campaigns to your existing plans.
Read more about implementing Reach Planner here .
Source: Google Ads Help
Google has updated the Google Analytics Setup Assistant so that existing website tags can be easily reused with Google Analytics 4. Google Analytics Setup Assistant is able to process tags created with both Google Analytics and Google Ads.
With the on-going enhancements, Google is trying to make the transition to the new Google Analytics 4 as easy as possible.
Source: Google Analytics Help
Youtube announced that Shorts are now visible on Android TV and Google TV through the Youtube app. Vertical videos are now adapted to fit the wide screen, so the quality of the viewing experience is guaranteed.
In 2022, Youtube Shorts was announced to receive 15 billion daily views. It can be assumed that the popularity of short and vertical videos will continue to rise as mobile devices will also continue to outnumber desktop devices in terms of Internet usage.
To view Shorts, you can simply open the app and look for a Carousel on the homepage. Shorts can also be viewed directly from a creator's channel.
Source: Youtube Official Blog
Meta adds several features to enhance the correctness of climate information and to combat climate-related misinformation. The new announcements are part of Meta's goal of achieving carbon neutrality by 2030.
The new announcements include, for example:
Click here to learn more about Meta’s climate-oriented undertakings.☘️
Source: Meta News
Teenagers represent the biggest user base of TikTok. Therefore, it's a wise idea for TikTok to emphasize the ways and tools the platform uses to ensure security.
There are several security tools offered by TikTok, including:
Parents can link their own account to their child's account, allowing them to control settings such as account publicity, comments, DMs, screen time, and search restrictions
Users aged 13-15 will not receive notifications from Tiktok after 21:00. Same goes with 16-17 olds as TikTok does not send notifications to them after 22:00.
Users under the age of 16 cannot upload videos, duet, use the Stitch feature, send DMs, or host Lives. Only approved followers can watch videos of 13-15-year-olds. When downloading the first video, 13-16-year-olds are asked who they want the video to be shown to. DM settings for users aged 16-17 are automatically set so that no one can send them private messages.
TikTok works with many parties to ensure the platform's safety. Cooperation is carried out with, for example, National PTA, ConnectSafety and the Technology Coalition
Source: TikTok Safety Tools Overview
LinkedIn has published a helpful guide, How Standout Creative Boosts Content Performance: From B2Boring to B2Brilliant , for posting tips and best practices, which provides several strategic suggestions for expanding your LinkedIn presence.
Here are the key takeaways:
Balance with brand and demand with your content - Run both branding and acquisition campaigns on LinkedIn in a good ratio. One rule to consider is 60% brand related and 40% conversion-oriented.
Make content that promotes positive Brand Association - According to LinkedIn’s research, posts that evoked an emotional response had a 44% higher average click-through-rate compared to those that did not.
Creative best practices for your content - Use captivating images, create topical and timewise relevant ads, emphasize diversity and inclusion in ad targeting, include video content in ads and subtitle your videos.
Source: LinkedIn Ads Blog
Instagram now allows you to add music to Feed photo posts as well. From sweet tunes to dramatic soundtracks, you’re able to enrich the picture with well-fitted music.
Music certainly brings life to still images, but it can also be an annoying feature if you don't want audio surprises in your feed.
Source: Instagram Creators
To get maximum visibility for upcoming events hosted by businesses, Google enables the registration of .rsvp domain names for event websites. These domains are useful for event participant management and planning as well as directing traffic to the site or separate landing page.
More detailed information can be found in the picture below:
The event-focused domains can be searched and bought via Google Registry .
Source: Google Blog
Netflix is announcing a new subscription format, Netflix Basic with ads, which is currently the cheapest subscription option in the platform. For a monthly fee of $6.99, users can watch movies and series on one device at a time, and advertisements are included in the experience.
Most TV shows and movies have advertisements before or during the watching time. Due to licensing restrictions, some movies and TV shows are not available.
The personalization of advertisements is based on the user's previous activity, such as the most viewed content and the information provided to Netflix.
The Basic with ads plan is available in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the United Kingdom, and the United States.