🗞️ Digital Marketing Must-Knows

💨 The 5 biggest headlines from last week

📰 Round up

1. Twitter has launched three new direct-response ad products. Twitter said the new ad units "will drive mid-to lower-funnel results for advertisers and improved relevance for people on Twitter." (Twitter ↗️)

• Twitter upgraded its conversion optimization to reduce cost per acquisition costs. 'Website Conversions Optimization' more accurately targets users most likely to complete the conversion action. Twitter self-reported a 25% lower cost-per-conversion.

• Dynamic Product Ads show the most relevant product to each potential customer. Brands can showcase products that users engaged with on the brand's website but didn't buy (re-targeting). Or show new potential customers the products Twitter deems most relevant to them.

• While Collection Ads serve up a primary hero image with smaller thumbnail images below it, aiming to drive up click-through-rate.

2. Google desktop's search results allow searchers to scroll continuously. This replaces search results divided into pages that users need to click to move to the following results page. Now searchers will see up to 6 pages-worth of results before seeing a "More" button to go further. This change may provide more visibility for sites that didn't rank on the first page of Google. (Tech Crunch ↗️)

3. LinkedIn launches "Focused Inbox" to combat spam. Direct messages on LinkedIn are up 20% year over year. The Focused Inbox feature uses AI to identify important messages and filters them into a "Focused" tab. All other messages move to an "Other" tab. LinkedIn also announced minor updates for business pages. (Search Engine Journal ↗️)

4. Amazon offers select users $2.00 per month to route all device traffic through their server. Opting in enables Amazon to track and verify which Amazon ads customers have seen. Amazon claims that the Ad Verification feature does not share personal information with third parties. But inevitably, there will be privacy concerns with data storage.(The Verge ↗️)

5. Lastly, Instagram tests more features from Be Real. Instagram is testing 'Roll Call', which enables group chat members to ask all participants to add a photo or video of themselves to the chat within 5 minutes. (Social Media Today ↗️)

Plus

• Twitter's 2.0 vision is outlined in a leaked deck

• TikTok crowned top brands on the platform for 2022

• And Shopify stores can finally switch to Google Analytics 4 from March 2023

🏁 The shortlist

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✍🏽 written by kole ogundipe