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Weekly Marketing Rundown - June 22, 2023

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Sean Ralls Sean Ralls
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Hi everyone,

This week's edition includes new updates to performance max, new generative ai tools, and more. 

Let's dive in

Google Announces New Updates to Performance Max Campaigns

Last week, Google announced updates to their Performance Max campaigns at the Performance Max conference in Dublin.

Update #1 - You can now target individual landing pages with your performance max campaigns. Previous settings only allowed you to target all pages.

 

Update #2 - You can now optimize to target "Disengaged Users". First party data paired with Google's Ai can work to target users who appear to have lapsed in their usage of your content/products.

 

Update #3 - You can now let smart bidding optimize for high-value customers.

 

Update #4 - You can now use account-level negative keywords. This was a heavily anticipated updated that will make it much easier to exclude unwanted traffic to your site.

 

Update #5 - You can now use account-level brand exclusions.

 

Update #6 - Smart bidding can now optimize for in-store sales.

 

Update #7 - Creative assets with generative ai tools.

 

Update #8 - You can now enter your URL and some basic information to create a campaign outline.

 

Update #9 - You can now a/b test performance max campaigns

 

Update #10 - Improved search term insights - you can now pull search data from custom date ranges.

 

Update #11 - Conversion lift studies, which will help you analyze how many of your performance max conversions were incremental

 

Update #12 - Merchant center will be integrating directly into Google ads

 

For more in-depth information/analysis on each update, read this week's edition of the PPC Edge from Bob Meijer & Miles McNair using the link below.

https://www.ppcmastery.com/blog/tpe-47-12-new-pmax-updates

Vimeo Announces New Generative Ai Tools

On Tuesday, Vimeo CEO Anjali Sud announced via LinkedIn new AI-powered video tools for Vimeo users.

Tools included in this update are:

- Script generator that turns your ideas into a full script

- Built-in teleprompter

- Text-based editing, which can be used to remove words such as "um"

Click the link below to see her post on LinkedIn.

https://www.linkedin.com/posts/anjalisud_i-broke-the-cardinal-rule-and-let-my-team-ugcPost-7076790013031542784-z1gf/?utm_source=share&utm_medium=member_desktop

Control Over Audience Expansion Gone for Performance Campaigns on Meta

Meta, after announcing a while ago that they would, has officially removed the option to control detailed targeting expansion for performance campaigns.

In the past, there was an option under your interest targeting settings allowing you to choose whether or not to include detailed targeting expansion in your ads. That option is now gone, and by default, Facebook will run your ad with detailed targeting expansion enabled.

It's worth noting that this won't affect any age/gender/location parameters that you've put in your ads, just your detailed targeting settings.

For more information, click on the link below.

https://www.linkedin.com/posts/bramvanderhallen_facebookads-digitalmarketing-digitaladvertising-activity-7076817566655995904-rvKj/?utm_source=share&utm_medium=member_desktop

Instagram Users Can Now Download Public Reels

On Wednesday of this week, Instagram allows users to download other users' IG Reels to their camera rolls.

Instagram is doing this to let users download their Reels and share them on other social media platforms. Users can easily download their Reels by pressing the share icon and the download option button.

The head of Instagram, Adam Mosseri, noted that Reels only allows downloads if the user's account is public. Moreover, the users will have the option to disallow the downloads as they wish.

For more information, you can read the article from TechCrunch linked below. 

https://techcrunch.com/2023/06/20/instagram-now-finally-allows-users-to-download-public-reels/

New Attribution Setting for Google Analytics 4

Google Analytics' most recent update now allows advertisers to select which channels can receive conversion credit. 

The two available options now are "Google paid channels" and "Paid and organic channels". This should aid advertiser's ability to see conversion paths from a broader view that includes channels beyond Google, such as social and email. 

For more on this, click the link below. 

https://www.linkedin.com/feed/update/urn:li:activity:7077559511430897664/

Thanks for reading this edition of Kavanah Media's Weekly Marketing Rundown! For more up-to-date insights into digital marketing, make sure to follow us on our social media channels using the links below. 

Facebook: https://www.facebook.com/kavanahmedia

LinkedIn: https://www.linkedin.com/company/78328025/

Twitter: https://twitter.com/KavanahMedia

 

Authors: Sean Ralls and Joel Overstreet

Article Published: June 23, 2023

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