What you should also do if you’re a brand doing influencers, is run Google Ads. Because people will look at an influencers post, they won’t buy, and they will Google you. And you better be the top search result there so they click the Google ad and purchase.
I would say this applies to all forms of paid social efforts. Advertising is an ecosystem, not a silo.
Google Search app could soon introduce a new Notes feature
SEO angle: less room for your page on the results page
Social angle: Google still wants a social network, what if search is it?
AI angle: what a handy way to get more training data for LLMs
Google angle: clear sign that search is no longer a platform or a moat but a tool or feature that exists within something larger
A nice guide from Search Engine Land for the GA4 crowd.
Setting up event parameters in GA4: Everything you need to know / Learn how to set up event parameters in Google Analytics 4 for a deeper understanding of user actions and effective data interpretation.
More ads in more places: TikTok Search edition
Introducing the TikTok Search Ads Toggle
The Search Ads Toggle leverages advertisers’ existing In-Feed Ad creative to serve ads alongside organic search results from relevant user queries.
With the Search Ads Toggle, brands can extend the reach of their campaigns to high-intent users who are seeking information relevant to their business, driving incremental engagement and revenue potential.
Remember, Google claims a good chunk of the youths turn to TikTok Search before Google for some query types.
Google and Meta are still the go-to duo for marketing spend.
Surprises to me in this chart: LinkedIn, Netflix, and Hulu.
The first is higher than I expected, #3 is a prime spot in this lineup. The other 2 show the growth of streaming ad platforms.
Prepare for increased auction pressure as needed.
Google Discovery campaigns will be replaced by Demand Gen (basically Discovery Max, now with YouTube Shorts placements (and more)) campaigns this fall.
But if you don’t want to wait, you can sign up for the beta now.
More on Demand Gen from Google Ads Liaison Ginny Marvin:
Demand Gen campaigns combine image + video ads in one place and can be used to drive conversions, site visits and actions like sign-up and add-to-cart across YouTube, Discover and Gmail
Just noticed this in Meta Ads Manager today, Meta Shops stats will now be sent to third-party analytics and attribution tools if you have one setup.
The Google graveyard grows.
Starting in early October 2023, any Shopping campaigns using Enhanced CC will behave as if they are using Manual CPC bidding.
Bidding strategies have evolved a lot since the launch of eCPC, so this isn’t surprising. I’m more surprised the announcement wasn’t about the end of standard Shopping Campaigns.
More GA4 updates:
New, pre-built report: audiences. It includes 6 default metrics and any audience you’ve created with at least 1 user in the timeframe you’ve set.
Starting next month last-click and data-driven will be the only attribution models available for optimization and reporting.
Slowly getting more regex in GA4 🎉
One of the (if not THE) biggest adjustments Google Analytics users need to make in the GA4 transition is realizing the prior version was fully realized by the time it sunset. The new version is being built as we use it.
(The Explore tab is still better.)