So what’s new in the digital world in October?<\/p>\r\n
Google Data Studio is now Looker Studio, Elon Musk finally bought Twitter, Google Analytics 4 is getting a new homepage experience and 5 new features, and much more!<\/p>\r\n
Let’s get you up to speed.<\/p>\r\n
\u00a0<\/p>\r\n\r\n
October was a month full of learning for our digital performance analysts and client strategy directors. Together they attended no less than 4 different conferences. Discover their key takeaways in the articles below.<\/p>\r\n
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– Geoffrey Haesaert & Christie Janvier “Last week we had the chance to attend the ADworld Experience taking place in Bologna. The conferences took place over two days and 3 areas were discussed throughout: Google Ads, Facebook Ads, Other networks & CRO. In this article, we will focus on our 2 favorite topics regarding paid advertising.”<\/p>\r\n <\/p>\r\n – Sarah Derba & Benjamin Hec “What a chance to have been able to participate in Brighton SEO. In addition to the great atmosphere, we were able to talk to different speakers, but also learn more about Content management & prioritization, Technical & Content Audits, Link Building, and much more.”<\/p>\r\n <\/p>\r\n – Enrico Cadei “Last week I had the pleasure of taking part in Ad World, the world\u2019s largest online advertising event. Although the conference included countless prominent digital figures and innovative presentations, the one that I found most interesting was the one given by Jon Weberg, which is why in the following article I am going to focus specifically on his presentation and outline the main points.”<\/p>\r\n <\/p>\r\n – Google Ad Manager<\/span><\/p>\r\n “In November, we\u2019ll expand the functionality of publisher first-party cookies from Google Ad Manager and AdSense beyond frequency management, fraud prevention, and creative rotation to support ads personalization. This update will help publishers of all sizes easily serve personalized ads and potentially increase the value of their inventory in browsers where third-party cookies aren\u2019t available \u2014 all while protecting people\u2019s privacy.”<\/p>\r\n <\/p>\r\n – Google Marketing Platform<\/span><\/p>\r\n “Today we\u2019re introducing new resources to help you make the switch to Google Analytics 4, improved machine learning features, actionable reporting, and new integrations.<\/p>\r\n To allow enterprise customers more time to have a smoother transition to Google Analytics 4, we\u2019re also moving the Universal Analytics 360 properties\u2019 sunset date from October 1, 2023 to July 1, 2024.”<\/p>\r\n <\/p>\r\n – Search Engine Journal<\/span><\/p>\r\n “Google advises publishers it will no longer report on store visits data in Google Analytics. Data will stop generating at the end of October, though historical data will remain available.”<\/p>\r\n <\/p>\r\n <\/p>\r\n – Google Cloud<\/span><\/p>\r\n “We are unifying our business intelligence product family under the Looker umbrella. Looker is the name you\u2019ll hear us use when talking about our Google Cloud business intelligence products, as we bring together Looker, Data Studio, and core Google technologies like artificial intelligence (AI) and machine learning (ML). And starting today, Data Studio is now Looker Studio.”<\/p>\r\n <\/p>\r\n – Google Marketing Platform<\/span><\/p>\r\n “To offer a more tailored experience, we are introducing an evolution to the Ads Data Hub core platform by introducing two dedicated solutions: Ads Data Hub for Marketers and Ads Data Hub for Measurement Partners.”<\/p>\r\n <\/p>\r\n – Google Ads & Commerce Blog<\/span><\/p>\r\n “To help you reach engaged viewers, we\u2019re launching a new offering called Moment Blast. Designed for brands looking to raise awareness during key moments \u2014 like major sporting events, movie releases or product launches. We\u2019re also expanding product feeds to Discovery ads to help you scale your social media creative and reach even more engaged viewers. Finally, audio ads are now globally available to buy in Google Ads and Display & Video 360, as is podcast targeting.”<\/p>\r\n <\/p>\r\n – Search Engine Land<\/span><\/p>\r\n “A handful of powerful targeting features will be removed in early 2023 according to a Google Ads help article. The help article, \u201cOptimize your Video campaign for more conversions\u201d contains a content targeting section that recommends avoiding the addition of content targeting (by keywords, topics or placements) in campaigns. Furthermore, the article mentions that in early 2023 all existing content targeting settings will be automatically removed \u201cfrom video campaigns that drive conversions.”<\/p>\r\n <\/p>\r\n – Search Engine Land<\/span><\/p>\r\n “Google announced two new updates regarding first-party data and machine learning with Display and Video 360. The two new updates are optimized targeting and Exchange Provided Identifier, also known as EPID.”<\/p>\r\n <\/p>\r\n – Search Engine Journal<\/span><\/p>\r\n “Google Ads is rolling out an update for app marketers designed to increase revenue earned from in-app advertisements. Now, Google Ads\u2019 app campaigns allow you to target people with an affinity for clicking on ads within apps. The new targeting option is target return on ad spend for ad revenue or tROAS for ad revenue for short.”<\/p>\r\n <\/p>\r\n – Google Ads Help<\/span><\/p>\r\n “We\u2019re excited to share additional new features to help Performance Max meet your business goals in three key areas:<\/p>\r\n <\/p>\r\n – Search Engine Land<\/span><\/p>\r\n “Google just announced three new conversion reporting columns to save advertisers the hassle of applying custom segments to see each individual conversion action and the categories they fall under. The three new conversions columns are:<\/p>\r\n <\/p>\r\n – Search Engine Land<\/span><\/p>\r\n “A new setting in beta allows Google the ability to automatically create additional ad assets (header and description). The feature uses the creative content from the following sources:<\/p>\r\n <\/p>\r\n – Search Engine Land<\/span><\/p>\r\n “Curious about a Google ad recommendation but skeptical about its impact on your campaigns? Now, you can apply a recommendation as an experiment by using the Experiments page.”<\/p>\r\n \u00a0<\/p>\r\n\r\n – Search Engine Journal<\/span><\/p>\r\n “Google is updating shopping search results with new labels highlighting coupons and promotions and the ability to compare prices from multiple retailers.”<\/p>\r\n <\/p>\r\n <\/p>\r\n – Search Engine Land<\/span><\/p>\r\n “Google is now rolling out what it calls \u201csite names\u201d in the mobile search results. Site names more prominently show the name of the website, as opposed to just the URL, at the top of the snippet. With the site name, Google also announced the size and shape of the favicon will be displayed next to the site name and URL of the search result snippet.”<\/p>\r\n <\/p>\r\n – Search Engine Roundtable<\/span><\/p>\r\n “Google Search Console is not currently tracking clicks or impressions for traffic sent through the new Google multisearch feature.”<\/p>\r\n <\/p>\r\n – Search Engine Roundtable<\/span><\/p>\r\n “The phenomenon of zero clicks in Search is leaving many marketers wondering how their target customers are acting, and grappling with how best to appeal to them online. The topic has had plenty of coverage and attention, but often without a great deal of context, so that\u2019s why we\u2019ve carried out a new zero-clicks study with a more refined sample size from our own data sources. “<\/p>\r\n <\/p>\r\n – Instagram<\/span><\/p>\r\n “Over the last month, we began introducing ads to new surfaces and creative tools to give brands an easier way to create, tell their story, and grow their business:<\/p>\r\n <\/p>\r\n – TikTok<\/span><\/p>\r\n “Smart Performance Campaign is our first end-to-end automation solution that leverages machine learning to optimize for best performance and marketing goals. In order to reach the right people and maximize results, Smart Performance Campaign is designed to run performance campaigns at scale, while reducing the number of manual steps to drive results.”<\/p>\r\n <\/p>\r\n – TikTok<\/span><\/p>\r\n “Focused View is the new evolution of our current video view objective on TikTok. The Focused View optimization will deliver ads to users who are most likely to actively engage with an ad \u2014 by viewing it for at least 6 seconds OR by interacting with the video within the first 6 seconds (whichever comes first).”<\/p>\r\n <\/p>\r\n – Microsoft Advertising Blog<\/span><\/p>\r\n “Microsoft Advertising has built a solution within Google Import to simplify duplicating your efforts across platforms when using Google Ads\u2019 Performance Max campaigns. This is now generally available and allows you to import your Performance Max campaigns as Smart Shopping Campaigns and Local Inventory Ads into Microsoft.”<\/p>\r\n <\/p>\r\n – Search Engine Journal<\/span><\/p>\r\n “Apple officially announced two new advertising placements: the Today tab and the product page ad placements. Starting immediately, advertisers can showcase their app on the front page of the Apple app store. Advertisers can now also showcase their apps on individual product pages within the Apple app store.”<\/p>\r\n <\/p>\r\n – The Guardian “Since Buzzfeed reported in June that employees of TikTok\u2019s Chinese parent company ByteDance had access to US consumer data, TikTok has been the focus of rare bipartisan calls for regulation and inquiry. Those inquiries became more pressing when in July, the FBI director, Christopher Wray, called Chinese espionage the \u201cgreatest long-term threat to our nation\u2019s \u2026 economic vitality\u201d.”<\/p>\r\n <\/p>\r\n
<\/span><\/p>\r\nBrighton SEO – October 2022<\/strong><\/span><\/a><\/h3>\r\n
<\/span><\/p>\r\nAdWorld Conference October 2022<\/strong><\/span><\/a><\/h3>\r\n
<\/span><\/p>\r\nData, Analytics & privacy<\/h2>\r\n
Google is simplifying privacy-safe ads personalization<\/span><\/span><\/a><\/strong><\/h3>\r\n
GA4 gets new homepage experience and 5 new features<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google Analytics Discontinues Store Visits Reporting<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google-related updates<\/h2>\r\n
Google is introducing the next evolution of Looker, a unified business intelligence platform<\/strong><\/span><\/a><\/h3>\r\n
Google introduces two new solutions powered by Ads Data Hub<\/strong><\/span><\/a><\/h3>\r\n
The YouTube Effect: New ways to reach engaged audiences<\/span><\/span><\/a><\/strong><\/h3>\r\n
Google Ads to discontinue content targeting for YouTube conversion campaigns in 2023<\/strong><\/span><\/a><\/h3>\r\n
2 new Google Display & Video 360 audience solutions<\/strong><\/span><\/a><\/h3>\r\n
Google Ads Update: Target Users Who Click On In-App Ads<\/strong><\/span><\/a><\/h3>\r\n
New Performance Max features to help you this holiday season<\/strong><\/span><\/a><\/h3>\r\n
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3 new Google reporting columns for conversions<\/strong><\/span><\/a><\/h3>\r\n
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Google can now automatically create your ad assets<\/strong><\/span><\/a><\/h3>\r\n
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Google Ad recommendations can now be applied as experiments<\/strong><\/span><\/a><\/h3>\r\n
Google Introduces New Search Labels For Coupons & Promos<\/strong><\/span><\/a><\/h3>\r\n
SEO<\/h2>\r\n
Google rolling out site names and updated favicon logos in search results<\/a><\/strong><\/h3>\r\n
Multisearch Not Being Tracked In Google Search Console<\/a><\/strong><\/h3>\r\n
Zero-Clicks Study in Google Search Results<\/a><\/strong><\/h3>\r\n
Social Media news<\/h2>\r\n
Announcing new Instagram ads surfaces and tools to help businesses reach more customers<\/a><\/strong><\/h3>\r\n
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TikTok World 2022: Smart Performance Campaign<\/strong><\/span><\/a><\/h3>\r\n
TikTok World 2022: Introducing Focused View<\/strong><\/a><\/span><\/h3>\r\n
More news<\/h2>\r\n
Google’s Import solution for Performance Max is now generally available in Microsoft Advertising<\/span><\/span><\/a><\/strong><\/h3>\r\n
Apple Offers New Ad Placements In App Store<\/strong><\/a><\/span><\/h3>\r\n
TikTok has become a global giant. The US is threatening to rein it in.<\/strong><\/a><\/span><\/h3>\r\n
<\/span><\/p>\r\nElon Musk acquires Twitter and fires top executives<\/strong><\/a><\/span><\/h3>\r\n