Lots of news in the digital world in May: Google Ads updates, gclid “disappearing”, new boost option and event promotion on Linkedin, new schema.org validator tool, how to deal with cookieless data,… and more!
Let’s get you up to speed.
CLICKTRUST Brainfood:
10 tips to separate acquisition from retention in your digital campaigns
– Bert Onckelinx
“Are repeat purchases a thing in your business? If so, you’re leaving growth on the table if you haven’t split your paid marketing campaigns between acquisition and retention. Paid media managers usually think that their campaigns are mostly bringing in new customers. But, we see that it’s often the other way around. “
Google-related news
Google Ads announces privacy-focused changes for Analytics, Tag Manager and enhanced conversions
– Martech
“These solutions from Google Ads attempt to preserve user data while ensuring that search marketers have the best information to improve and adjust their campaigns.”
Google Ads: The Quality Score formula revealed!
– Search Engine Land
“As Peter Drucker famously said: “If you can’t measure it, you can’t improve it.” These are words every digital marketer lives by. But this is only half true. You need to understand what is measured and how it is calculated to be able to take action.”
Responsive Search Ads Are the New Default in Google Ads: What You Need to Know
– Wordstream
“If there’s one constant that we can always trust, it’s the fact that Google Ads is always keeping us on our toes. This rings true as of February 18, 2021 when Google announced that Responsive Search Ads (RSAs) will now be the default ad type when you’re looking to create ads for a Search campaign.”
About changes to phrase match and broad match modifier
“In February 2021, Google Ads began to incorporate behaviors of broad match modifier (BMM) into phrase match. In July 2021, both phrase and broad match modifier keywords will have the same updated phrase matching behavior for all languages, and will show ads on searches that include the meaning of your keyword.”
GCLIDS, GBRAIDS WBRAIDS – WHAT IS GOING ON?
– Wicked Reports
“Most Google advertisers understand that Google click IDs (known as GCLIDs) can help power Google Ad smart bidding campaigns when they are captured and uploaded back to Google. However, GCLIDs have recently started “disappearing” in some cases, and/or being replaced by GBRAIDs and WBRAIDs in certain instances. Why is this happening?”
Highlights from Google Marketing Livestream 2021 in under 3 minutes
– Google Ads Youtube channel
Recap of the global keynote from Google Marketing Livestream 2021.
Social
5 Ways To Lower Your Facebook Ads CPC
– PPC Hero
“Return on investment is something which the investors would always want to get against any investments they make. Advertising on Facebook is no different. There are different ways you can get excellent ROI on Facebook ads.”
LinkedIn Adds New ‘Boost’ Option for Organic Posts, New Event Promotion and Management Tools
– Social Media Today
“LinkedIn is looking to make it easier for brands to maximize the reach of their posts, with a new, Facebook-like ‘Boost’ option. The feature seeks to turn organic Page updates into paid ads, while also adding new tools to help maximize virtual events, and track their performance in the app.”
Other
Schema.org launches its schema markup validator tool
– Search Engine Land
“Several months after Google said it would deprecate the Google structured data testing tool, Schema.org has launched its markup validator.”
Cookieless data isn’t the only concern in search marketing
– Search Engine Land
“With all of the changes Google has been making over the past year, including its cookieless world, and as we begin to enter the new post-normal, marketers are looking to reinvent their search strategies — especially personalization. But where do you start?”
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