Weekly Marketing Rundown - February 9th, 2024

Weekly Marketing Rundown - March 29th, 2024 Hi everyone, In this week's edition of Kavanah Media's Weekly Marketing Rundown, we'll talk about a new WhatsApp extension being tested with Google Ads, Meta Ads metrics in development, and more. Let's dive in.  Google Ads is Testing a WhatsApp Messaging Extension  Google Ads has begun testing a new search ads extension that would allow people to start a WhatsApp conversation with one click directly from the ad. This is very similar to the messaging ad function with Meta Ads. The feature is currently being tested on some ad accounts in India, with a worldwide rollout hopefully coming sometime this year.  For more on this, click on the link below: https://www.linkedin.com/posts/bramvanderhallen_whatsapp-googleads-ppc-activity-7177941024898437120-DZZr/?utm_source=share&utm_medium=member_desktop Google Analytics Rolls Out Update for Unified Conversion Measurement  Google Analytics is introducing an update that promises some positive changes for the measurement platform. This update aligns how conversions—actions like email sign-ups and purchases—are defined in both Google Ads and Analytics, providing a consistent view of advertising performance across Google platforms. The term 'key events' in Google Analytics will replace what has been called conversions for behavioral analytics. These key events are designed to help site and app owners measure crucial user behaviors more consistently. With this change, conversions will be uniformly represented whether viewed in Google Ads reporting or Google Analytics reports. This addresses long-standing discrepancies in conversion reporting between the two platforms, a major improvement for marketers. Conversions in existing reports and exploration modules in Google Analytics will now be considered key events, enabling businesses to identify and analyze the most important customer actions.  For more on this, click the link below: https://blog.google/products/marketingplatform/analytics/evolving-google-analytics-for-more-insightful-measurement/ New Metrics in Development for Meta Ads  Meta has been quietly developing a few new metrics for ad reporting. Here are a few of the most notable: - 3, 5, and 7 Second Dwells: The number of times your display ad is completely visible, or covers at least 50% of someone's screen, for at least 3, 5, or 7 seconds.  - 2, 3, and 5 Message exchanges: The number of times a messaging conversation reaches 2, 3, or 5 back-and-forth exchanges with your page, attributed to your ads.  - Returning messaging contacts: The number of accounts that messaged your business in a given time period and any prior time period, attributed to your ads. This won't include returning messaging contacts on WhatsApp, or those delivered in Europe or Japan. For more on this, click the link below: https://www.linkedin.com/posts/bramvanderhallen_facebookads-digitalmarketing-digitaladvertising-activity-7178644868917800960-0Sfy/?utm_source=share&utm_medium=member_desktop Google Ads 2023 Safety Report Google has published its annual Ads Safety Report, detailing its efforts to maintain a trustworthy and safe digital advertising ecosystem. A significant focus in 2023 was on the impact of generative AI on the digital advertising industry. This technology, while bringing exciting changes like performance optimization and image editing, also posed new challenges. Google says they have been proactive in addressing these challenges, particularly in enhancing enforcement efforts. Large Language Models (LLMs) have been instrumental in their efforts, providing rapid content review capabilities that surpass traditional machine learning models.  Last year alone, Google blocked 5.5 billion ads, as well as 12.7 million ad accounts for violating their policies.  For more on this, click the links below: Press release: https://blog.google/products/ads-commerce/google-ads-safety-report-2023/#election-integrity Report PDF: https://services.google.com/fh/files/misc/ads_safety_report_2023.pdf 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: March 29th, 2024

Weekly Marketing Rundown - February 2nd, 2024 Hi everyone, In this week's edition of Kavanah Media's Weekly Marketing Rundown, we'll talk about changes to Google responsive search ads, updates to conversion tracking for Reddit ads, and more. Let's dive in.  Google Announces Updates to Responsive Search Ads Google announced a few updates on Thursday to responsive search ads.  - After positive results in early testing, Google will roll out an update that allows Google Ads to move your second headline to the first description slot if it is predicted to improve performance. Pinning assets will prevent this from happening.  - You can now have 3 headlines and 2 descriptions set at the campaign level. These assets can be scheduled or pinned to specific positions.  - When opted into account-level automated assets, dynamic assets can be shown alongside or in place of manually created assets when it's predicted to improve performance.  For more on this, click the link below: https://www.linkedin.com/posts/ginnymarvin_drive-more-performance-from-ai-powered-search-activity-7158851996626681856-JQA_/ Reddit Announces Tealium as 1st Conversions API Partner With its IPO coming soon, Reddit has partnered with Tealium to improve its analytics capabilities. Reddit has been working hard to increase its ad offerings to advertisers over the past few years. This combination of Tealium's data management capabilities with the conversions API should improve advertisers' abilities to track effectively while remaining in compliance with data laws around the world.  For more on this, click the link below: https://www.socialmediatoday.com/news/reddit-announces-first-conversions-api-partner/706247/ Google is showing TikTok Videos in Featured Snippets TikTok videos have recently been spotted in two new high-profile areas - Google's search featured snippets and search generative engine (SGE) previews. If this becomes more common, it would mean an increased importance on TikTok videos in terms of an organic marketing strategy across other platforms. Though new platforms/sites like TikTok are becoming important SEO tools, the fundamentals of creating solid, SEO-optimized content are the same. Create high-quality content that answers your audience's questions.  For more on this, click on the link below: https://searchengineland.com/google-showing-tiktok-videos-in-sge-featured-snippets-437074 Study: American Social Media Use (Pew Research) Pew Research released a report this week detailing the social media use of the American population. The report includes great information on platform usage, demographics, and more. Some significant findings: - 83% of adults report using YouTube - 68% report using Facebook, 47% reported using Instagram - 78% of 18 to 29-year-olds say they use Instagram To access the full report, click the link below: https://www.pewresearch.org/internet/2024/01/31/americans-social-media-use/ 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: February 2nd, 2024