- Show your brand off the bat and continue to show it often
- Have the right video length
- Use a voice-over
- Include all 3 aspect ratios
Huh…
some TikTok users are now seeing a new prompt appear within their search results in the app, which includes a CTA to expand their search on Google.
I’m not sure if this is a “keep your enemies closer” play or a weird “we’re both under regulatory scrutiny so let’s team up” play.
I guess TikTok can use it to disclaim Chinese info control claims.
And Google can gain traction with the youths?
Google: where the algorithm’s made up and the prices don’t matter
The search engine “frequently” changes the auctions it uses to sell search ads, increasing the cost of ads and reserve pricing by as much as 5% for the average advertiser.
For some queries, the tech giant may have even raised prices by as much as 10%, according to Google Ad executive, Jerry Dischler at the federal antitrust trial.
Nothing like disclosing your monopolistic behavior while on trial for being a monopoly.
Incentives matter.
Quick refresher on some brand settings in Google Ads.
If you want to use broad match keywords but also want them to be brand relevant, try brand restrictions:
For Search, brand restrictions limit traffic to serve only on search queries related to specified brands.
If you don’t want to use Performance Max for branded queries but more strictly for prospecting, try brand exclusions:
For Performance Max, brand exclusions provide added control so your campaigns won’t serve for branded queries you want to avoid on Search and Shopping inventory.
Google will now use AI to tell you how to optimize your video ads based on their “data-backed creative best practices”.
Basically, it’ll tell you if you didn’t check a box on the list.
That list includes:
More ABCD compliant attributes coming soon.
Interesting…
Some search results on TikTok now include a snippet and link to Wikipedia.
More heartburn for Google. Or maybe not, since they are going to trial for being a search monopoly.
I still wonder how much of the Google disclosure around how many people use TikTok to search was about setting the stage to argue they aren’t a gatekeeper on the internet.
But another reminder that search is no longer a defendable platform, it’s a feature.
I recently mentioned some of Google’s post-cookie plans are a bit controversial. Like this one:
Chrome’s “Enhanced Ad Privacy.” That’s the technology that, unless switched off, allows websites to target the user with adverts tuned to their online activities and interests based on their browser histories.
Part of the reason is the apparent dark patterns in the consent system.
If you have to trick users/customers, you’ve probably lost the plot.
Hitting thresholding issues in GA4?
You can try turning off Google Signals, or changing your reporting identity to device based.
A heads up, Google Support’s official rec is to only switch when you are pulling a report and hitting a threshold. When done, switch it back to another option.
Exclusive: ChatGPT traffic slips again for third month in a row
Exclusive: this is irrelevant
AI like ChatGPT is a feature or tool, not a consumer app.
The goal isn’t for ChatGPT to become the next Google Search, it’s to become the next Amazon Web Services.
The post-cookie Chrome is just about ready, which means the officially death of third-party cookies is imminent.
Of course, many of Google’s planned replacements are still a bit controversial, so this should be fun for marketers.
According to Google, the Cyber 5 shopping period is now Cyber 12.
Google Discovery Campaigns are becoming Demand Gen (Discovery + YouTube Shorts) starting in October:
Starting October through November 2023, your Discovery campaigns will be automatically upgraded to Demand Gen campaigns. Your Discovery campaign settings, budget, and historical performance statistics will automatically transfer to Demand Gen with identical or comparable functionality. You’ll receive a notification in your Google Ads account when your campaigns have been upgraded.
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.