🗞️ Digital Marketing Must-Knows

Hello, marketers.

Let’s jump straight into the 5 biggest Digital Marketing headlines, ready to start your week.

Round-Up

1. Google brought several updates to Performance Max, which serve ads across several Google-owned properties from a single campaign. The campaigns are heavily automated. But the changes give advertisers some more control and insights. (Search Engine Land ↗️)

• 🥁 The most welcome update: Advertisers can exclude their brand name from their Performance Max campaign. So advertisers can choose to prevent Google searches from triggering an ad. And instead, focus the campaign on non-branded searches.

• 🧪 The ‘experiments’ feature can test whether Performance Max drives incremental conversions or revenue.

• 💻 Individual ‘asset groups’ will record performance data, such as revenue and cost.

• 📃 Advertisers can use a feed (a file containing product data) to help Google determine how to target ads. Instead of Google crawling the website to understand themselves. The feed option will also allow advertisers to send traffic to a specific web page.

• 💰 Lastly, budget pacing insights will recommend budget adjustments to improve performance.

2. Google & Apple have a revenue-sharing agreement for when people use Google Chrome on iOS devices, according to The Register. Google gives Apple a cut in return for being the default search provider on Safari. That disincentivizes Apple from creating their own search engine. “Though everyone knows Google pays Apple, Samsung, and other manufacturers billions of dollars to make its web search engine the default on devices, it has not been reported until now that the UK's Competition and Markets Authority has been looking into Chrome on iOS and its role in a search revenue sharing deal Google has with Apple”. (The Register ↗️)

3. LinkedIn announced new Interest targeting options. Advertisers can target users based on 400+ different business interests. LinkedIn determines that someone is interested in a particular product/service based on their content engagement and conversations. (LinkedIn ↗️)

4. Apple is expected to expand its offering to advertisers. Apple hired a new Executive “to help build a video advertising business for its Apple TV Plus streaming” product. This means following the lead of Netflix and Disney+ who launched ad-supported tiers last year. And 2023 is expected to be the year digital TV overtakes traditional, in terms of watch time in the U.S. And Apple wants to offer a solution for brands shifting their budgets accordingly. (The Verge ↗️)

5. TikTok’s parent company, Byte Dance has launched a new app in the U.S. and UK called Lemon8. The app is described as a "shopping and lifestyle recommendations app." Content creators called it more similar to Pinterest. Reportedly content creators are being paid to post to kickstart growth. (Business Insider ↗️)

More headlines

• Twitter plans to open source their algorithm this week

• YouTube is creating an audio-only Podcast experience

• Meta announced their latest AI language learning model

• Instagram formally announced a Twitter-style verification subscription

• LinkedIn is giving users more control over how their content is displayed on their profile

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^_✍🏽 written by Kole Ogundipe