Weekly Marketing Rundown - February 2nd, 2024

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

Weekly Marketing Rundown - May 3rd, 2024 Hi everyone, In this week's edition of Kavanah Media's Weekly Marketing Rundown, we'll talk about sitelinks coming to Meta Ads, Google automatically pausing low-activity keywords, and more. Let's dive in.  Meta Introduces Sitelinks for Ads Meta is rolling out an exciting update to Facebook Ads. Advertisers now can add site links to their ads within the Facebook Feed placement, a feature similar to that of Google Ads. This allows for the inclusion of multiple landing pages under a single ad's creative, enhancing the ad's interactivity and directing users to various pages directly from the ad itself. When users click on any of the site links, they are redirected to the designated landing page within the in-app browser. This will initially only be available in the Facebook feeds placement when rolled out to the public. For more on this, click the link below: https://www.linkedin.com/posts/bramvanderhallen_facebookads-digitalmarketing-digitaladvertising-activity-7191687738402684929-tpGL/?utm_source=share&utm_medium=member_ios Google Ads to Pause Low Activity Keywords Automatically Starting in June, Google Ads is set to implement a significant change by automatically pausing keywords that show low activity over the last 13 months. This update is designed to help advertisers streamline their campaigns and focus on keywords that generate more significant interactions and results. The change is aimed at optimizing ad performance by reducing clutter and focusing resources on more effective keywords. Advertisers will be notified through their Google Ads interface if any of their keywords are being paused due to inactivity, allowing them to make informed decisions about their keyword strategies. For more on this, click the link below: https://searchengineland.com/google-ads-will-pause-low-activity-keywords-starting-in-june-440085?utm_source=linkedin&utm_medium=social&utm_campaign=hootsuite&utm_content=editorial YouTube Introduces Pause Screen Ads, Starting with TV Devices YouTube is set to roll out a new ad format that will appear when viewers pause videos, initially targeting TV screens. This move marks a strategic expansion of advertising real estate, aiming to capture viewer attention during moments typically free from advertising. The pause screen ads will display static or dynamic content relevant to the viewer's interests, leveraging the moment when a viewer actively engages with the playback interface. This ad format is expected to roll out to other devices following the initial launch on TV screens, suggesting a broader strategy to monetize different user interactions across the platform. For more on this, click the link below: https://mashable.com/article/youtube-pause-screen-ads-coming-for-tvs-first Roblox to Introduce Video Ads for Users Aged 13 and Up Roblox is set to launch video advertisements accessible to its users aged 13 and older, a significant shift for the platform traditionally known for its immersive user-generated content without disruptive ads. This initiative is part of Roblox's broader strategy to tap into new revenue streams while providing advertisers with access to a largely youthful demographic. The advertisements will be integrated in a way that aims to be non-intrusive, maintaining the user experience that Roblox is known for. As of right now, Roblox has 71.5 million daily active users in the 13 and older age group.  For more on this, click on the link below: https://variety.com/2024/gaming/news/roblox-video-ads-users-13-and-up-1235987232/ Thanks for reading this edition of Kavanah Media's Weekly Marketing Rundown! For more up-to-date insights in digital marketing, make sure to follow us on our social media channels using the link below.  https://linktr.ee/kavanahmedia Author: Sean Ralls Article Published: May 3rd, 2024