Posted by Cameron Francis
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13 Jun , 2022
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Weekly Marketing News
This Week in Marketing #TWiM 13th June 2022
- Google adds author markup best practices to help documents
- Google Search displays more FAQ rich results
- Google’s First Broad Core Update Of 2022 Is Here
- Jetpack For WordPress Now Available In Six Plugins
- Instagram Releases Its New Reels Features
- Snapchat Launches ‘Dynamic Travel Ads’ to Assist Travel Marketers
- Instagram Testing New Option for Viewing Expanded Profile Image Display
- Meta Announces the Next Step in Transition to Metaverse
- Social Media Managers Now Able to Post to TikTok from Favorite Social Media Management Tools
- TikTok to Power More Shopping Options with New WooCommerce Plugin
- YouTube is Moving Placement of Video Comments on Desktop
- Meta Developing New ‘Basic Ads’ Product for Facebook Due to Data Privacy Concerns
- Google To End Expanded Text Ads This Month
- Google Debuts Its Enterprise 360 Suite Tools Upgrades
- Google Ads shares three automation best practices
- Google Merchant Centre Changes to be Aware of
- Google to now add learning video rich results
- Google introduces three new travel products for hotels
- Apple Search campaigns now shifting to a cost-per-tap (CPT) pricing model
Google adds author markup best practices to help documents
Google has issued a new best practice for adding structured data to your news, blog and sports articles. As a reminder article structure markup can be added page-wide in order to enhance search engine optimisation when published on the web or through various platforms like Google News.
The new best practices are as follows:
- The markup should include all authors
- When applicable, specify multiple authors
- Where possible, utilise the additional fields available to you
- Only the author’s name should be specified in the author.name property
- Only the appropriate author type should be used
Google also shares some great examples of how to implement these best practices. If these tips are used in keyword-rich articles, they can help your content rank higher in Google Search results and engage with readers more.
Google Search displays more FAQ rich results
Google has been displaying more FAQ rich results in its search engine in recent weeks. Some SEOs and rank trackers report an increase in these types of results, with some claiming that it may be trending upwards as well.
Google recently changed their algorithm to show FAQ rich results five percentage points more often according to RankRanger. With this new update in Google search, there might be a benefit to your website if you have been gaining those high-quality keyword positions. However, the rich results might not work so well if a competitor is also showing up for the same type of rich results.
FAQ rich results are great for providing answers to questions that people may have when they search on Google. However, it’s important not only to answer those questions, but to also provide enough information so that you don’t lose customers by making them feel like their question has already been answered, and then directing them elsewhere instead of giving direct links or leads back to your sales pages.
Google’s First Broad Core Update Of 2022 Is Here
Google has made it a tradition to release multiple broad core updates each year. Continuing with the tradition, Google has announced the first broad core update of 2022 on May 25. Google has explained, on several occasions, that core updates are not aimed at specific sites but to improve search results overall keeping in line with the ever-changing nature of the web.
There has been intense speculation in the SEO community about a potential algorithm update since the third week of May 2022 and many members of the community have reported extensive changes to rankings. If you have experienced any rankings volatility before May 25, it could have been the result of a test or some other changes but it was not due to this broad core update.
It should be noted that a broad core update always takes a few weeks to roll out across the globe and once the update is finished, Google typically notifies everyone through its blog. If your website has been hit, it does not mean that something is wrong with your web pages. It is just a result of Google updating its algorithms in response to how users are interacting with the search engine.
Jetpack For WordPress Now Available In Six Plugins
WordPress is a popular content management system that allows users to create websites. One of the many tools for WordPress called “Jetpack”, has been updated with new features for all-inclusive website builders like Automattic’s Modular approach. Jetpack is the best way to get all your favourite WordPress features in one place.
The latest update will allow people who are not interested or capable enough to install their entire suite, to only install and use what they need. You can have security, backup and performance improvements without worrying about six different plugins not working together because they’re already integrated with each other. The only downside? Not everyone needs an All-In-One Plugin – but if you do, then it makes things so much easier.
Although the original version of this plugin will remain unchanged, at some point over time, the old functions will be spun off into individual plugins and eventually removed altogether, so make sure you keep your eyes peeled for any changes.
Instagram Releases Its New Reels Features
Instagram has rolled out some new features recently, providing users with more ways to apply their creativity and express themselves in short video clips. These tools are intended for content creators who want to engage with their audience as well as attract even more viewers by using voiceovers or sound effects from within Instagram itself. You can also upload your own audio files directly onto one of these videos too so it will be easier than ever before to create that perfect video.
Instagram has been gaining momentum and users in recent years, with the social media platform’s video feature adding to rapid growth. After measuring data from public accounts that had at least 10K followers over 60 days between May 2017 to April 2018, it was found that those who posted five Reels videos during this time period gained 250% more followers than those that didn’t.
Check out the full breakdown of Google Trends
Instagram videos are becoming increasingly popular with 1.5% engagement rates, which indicates people do more than just scroll through their feeds. Additionally 86% of consumers say that “shareworthy” Instagram content makes them feel much closer to the brand. There are use cases like Reels where you can see first-hand how something works before making your purchasing decision and offer an extra level of value to your audience.
Snapchat Launches ‘Dynamic Travel Ads’ to Assist Travel Marketers
Snapchat has announced that they are launching new Dynamic Travel Ads in order to help businesses reach their captive audience with relevant promotions. These ads will match offers from a business’ product catalogue based on where the user has travelled and what products they previously viewed, providing an enhanced experience for both parties involved.
Snap Maps enables advertisers to reach the right audience at just the right time and place. With visitor data from 49 million unique places listed on their map, Snap provides advanced campaign delivery for hotels, airlines, destinations or tours based on popularity – all while utilising user behaviours along with internally-tracked activity tracking as well.
The recent pandemic restrictions have created new opportunities for companies in the travel industry. During this time, Snap has been beta testing dynamic ads which have seen improved results with Booking.com and Etihad Airways after implementing their system. The option will provide new opportunities and may be a valuable consideration as more travel brands look towards boosting their efforts following pandemic restrictions in order to make up lost revenue due to an opt-out choice on user tracking systems.
Instagram Testing New Option for Viewing Expanded Profile Image Display
Instagram has introduced a new update that will allow you to view an expanded profile image. This is perfect for all of those creepers out there who are looking at other people’s Insta accounts and want more information about them before they decide whether or not they like what they see.
This new update could be part of Instagram’s integration with NFTs, meaning the expanded view will make for a better viewing experience. If this becomes available for all users, it could bring back some excitement around displaying your artwork on social media platforms, especially when it comes to NFT’s.
These new features will allow users to upload images with expanded preview options. This idea could be helpful for those who want more information about an image before they expand it. Although Instagram hasn’t announced plans on when this will roll out yet, we’re excited about the potential it offers!
Meta Announces the Next Step in Transition to Metaverse
Facebook, a company that has been undergoing transformation for some time, announced it will officially be changing its moniker on June 9th to META on the NASDAQ. This final step in the metaverse aligned shift leads into another stage of growth and development as it continues towards its next level goal – creating new worlds.
The Metaverse is a futuristic concept that has been gaining in popularity but still lacks consistency and detail. It takes numerous steps to create an interactive virtual world where users can seamlessly transfer their digital purchases from one platform to another with ease. This is exactly what CEO Mark Zuckerberg envisioned when he created this newest idea in 2011.
In a world where even the most successful companies are struggling to make money, Zuckerberg has made one of his gutsiest moves yet by continuing to be bullish on the prospects for the next stage of Meta’s transformation. This is all despite acknowledging it will cost him billions before the results become apparent. Only time will tell if this calculated risk pays off.
Social Media Managers Now Able to Post to TikTok from Favorite Social Media Management Tools
The latest update to TikTok’s Marketing Partners Program will make it easier than ever before for social media managers and marketers. Now, you can schedule content on the platform from your preferred third-party tool. What does this mean? It simplifies repurposing videos which is great news because who doesn’t love reusing assets?!
What’s the key to TikTok’s success – the creation of content that organically aligns with the usage of the app. Intrusive promotions can be ignored and skipped, compared to more natural-looking clips that fit into people’s ‘For You’ feed. However, it can also make things easier in reverse too, enabling those who post first to share their videos onto other networks while providing an easy way for them to know when everything has been scheduled out across all platforms – helping ensure consistency wherever they go!
TikTok is finally available on your account settings page, and if you have been waiting for this update then we hope that it will be worth the wait. The option to include Tiktok in brand strategies has never seemed more necessary than now, with their recent updates allowing users greater control over how they post videos.
TikTok to Power More Shopping Options with New WooCommerce Plugin
The integration between TikTok and WooCommerce will enable users to connect their product catalogue and activate the platform’s pixel tracking system in order for them to create ads that can launch on demand. The best part – this all happens from within your WordPress dashboard!
TikTok has been adding more and more features to its platform, especially in the last few months. They have added a similar integration with Shopify since November 2020 as well as an upcoming one that will be available soon through Pinterest.
It is interesting how other platforms like WooCommerce are able to integrate into TikTok too. This new development shows promise for those looking at launching online shops on Tik Tok’s social site.
As we can see, TikTok has been making moves to integrate with eCommerce platforms, and now they’re entering into more advanced advertising strategies. With the latest update, it could be another step forward in building an equitable revenue share program for creators that will help generate user behaviour changes while also generating money through app activity.
YouTube is Moving Placement of Video Comments on Desktop
YouTube is updating its commenting system to be more engaging for viewers. The new “teaser” type presentation will show one comment on top of a video, but you can expand the full conversation to the right of the video when playback begins instead of expanding below the video.
In the coming months, all video comments are scheduled to appear below your favourite videos when viewed on a desktop. However, you will only see one single comment. When you then tap on the comment, it will open up to the right of the video which will allow others to interact and comment.
The new format will bring YouTube’s mobile and desktop UI into line with each other, as well. This update should roll out starting next week so keep your eyes peeled for these interesting new changes.
Meta Developing New ‘Basic Ads’ Product for Facebook Due to Data Privacy Concerns
The Meta advertising platform is developing new Facebook ads that will use less data for targeting, which would theoretically result in better performance and reach. If you create an engaging ad, your cost of exposure reduces considerably as user interaction helps fuel more algorithm results.
The latest update from Meta shows that Apple’s privacy prompts cost them around $10 billion in ad revenue through 2022. Some experts believe this number will be higher, while there are also some ongoing effects for Facebook because they are not able to build their data banks without proper guidance or access to user information like ID numbers and email addresses, which is required by law.
Meta has tried to mitigate the damage by highlighting how targeted advertising helps SMBs, but it’s not enough. The public apology tour for their privacy mistakes cost them dearly with as many as 2 billion active users cutting off data access when prompted by Meta’s policies or efforts at curtailment. As this trend continues, Meta is continuously looking out for other income-producing opportunities.
Google To End Expanded Text Ads This Month
Starting on June 30th, Google expanded text ads are no longer available for production and only responsive ads can still be made. This change aims to simplify how you create search campaign messages as well as give more control over what’s being advertised with automation tools that add keywords to your campaigns.
Preparing for the switch from expanded text to responsive search ads can result in an average 7% increase in conversions at no extra cost! To prepare, Google made these recommendations:
- High-performing text ad content can be repurposed into responsive search ads and focused on improving the strength of your campaign.
- Applying changes that are suggested in the account’s recommendations
- When you’re ready to publish, check that your headlines and other copy are in specific positions so they always show.
- Create as many ad variations and test them to find the one that gets more clicks.
- Monitoring the performance of your campaign and identifying which messages are most effective will help you make better decisions about future advertising.
- Evaluating the impact of ad group and campaign level changes on impressions, clicks and conversions.
To maximise the performance of your responsive web ad campaigns, it is important that you use Smart Bidding. This will allow advertisers to reach new high-performing queries and optimize bids in real time.
Google Debuts Its Enterprise 360 Suite Tools Upgrades
Google has announced that it will be enhancing its platforms to provide a privacy-first future while also growing your business through new ad formats. With around 39% of advertisers aiming to increase their programmatic spending in the next 12 months, these solutions will provide a better experience for both and advertisers consumers.
Google is pushing enterprise-level tools to TV advertising. The company’s Campaign Manager 360 reaches 93% of US ads supported CTV homes, and will be available on connected displays by the end of Q2 2022. It also has demographic segments for the platform that should give marketers a lot more information about their target audience than ever before.
The new IDs are called EPIDs. They can be used by advertisers to build segments for their campaigns that they’ve shared with DV360 so that the data is more consistent across exchanges or publishers in an industry sector. This should make it easier than ever before time-wise when looking at targeting specific audiences based on where you want them go next.
With so many changes happening in the advertising world, now is a great time to explore new ad formats. DV360 and Campaign Manager 360 will make it easier than ever for you to find your target audience by utilising these tools that save both time and money while streamlining planning processes.
Google Ads shares three automation best practices
Google has finally released a Search Ads Automation Guide to share with marketers some of their best practices on how they can use automation in order to reach customers. The new guide helps advertisers feel more confident in their automation efforts by providing strategies and best practices that can be implemented today.
These easy-to-learn tips are sourced from years of experience with the latest tools. If you have a suitable budget, go ahead and test the following strategies and best practices:
Best practice 1: Make sure you use a broad match keyword strategy
Best practice 2: Utilise smart bidding strategies
Best practice 3: Utilise responsive search ads.
Google’s efforts to educate its users on automation are likely an attempt of getting more people used to this new technology. It’s not just about adopting best practices but also leaving campaigns running long enough so you can see results – something many advertisers find difficult due to various time constraints.
Google Merchant Centre Changes to be Aware of
Google recently announced changes to their Merchant Centre that retailers should be aware of. The first change is the ability for them, as well as other advertisers on Google AdWords or Shopping Campaigns to have access to this new “pause” attribute. This allows for the temporary pausing of ads without needing either an “out-of-stock” notification or the “availability” attribute.
The second change is that all items with the “preorder” or the “backorder” attribute require an availability date. This date can be up to a year’s time from now however if it is further than that, you could have products disapproved.
The final change takes effect this month with the content policy on Unsupported Shopping including an update on how motor-powered bicycles are to be listed. These listings will now be required to explicitly state the speed of the bicycle.
The new rules are all fairly small but the failure to adhere could stop products from showing up. Pausing product ads have been a nice touch that bypasses previously needed workarounds – it’s good for both users and businesses alike.
Google to now add learning video rich results
Google recently launched new learning video rich results along with structured data markup support for searches that relate to academic content. This is a great way of showing off your work in an innovative manner, especially if you’re looking for content that relates to academic learning.
Google announced that when you’re searching for academic content on desktop and mobile, learning video results will show in English worldwide. The technical guidelines are as follows:
- To make your videos stand out, you need to add the VideoObject required as well as recommended properties
- To ensure that the video is freely accessible for everyone, it must be available publicly without a subscription
- The duration of the video must be at least 30 seconds long
- Instead of just pointing users to a page where they’re unable to watch the video, learn how to add Learning Video markup so that your videos are easily viewable on any device
Google’s latest update will help you rank higher in search results if your website offers learning videos, educational or how-to content. Anything that can improve the user experience of clicking on these Google links is likely to result in more conversions and an improved click-through rate for those who use them!
Google introduces three new travel products for hotels
Hoteliers that want to take advantage of this summer’s high demand for travel will soon be able to do so by booking their rooms in a new, easier way. Google recently announced three new features which aim at opening up the booking process and making it more manageable for hotels wanting to list rates or provide booking links on Google.
Update 1: Industry-standard protocols. To keep up with the latest changes, hotels should use these protocols so they can upload new rates and make updates to maintain consistency.
Update 2: No more spreadsheets. Google is making it easier than ever to input rates directly into their profiles
Update 3: Open access to Hotel Ads. Google advertisers can now search and run campaigns for any hotel’s website regardless of size or location.
Google is making it easier for businesses to manage their listings, and consumers are happy about the streamlined process of booking hotels directly. This update should help advertisers stay ahead by being able to change rates on Google Business Profiles in real time!
Apple Search campaigns now shifting to a cost-per-tap (CPT) pricing model
Apple Search advertisers can soon enjoy a new pricing type from Apple called cost-per tap, or CPT. This is similar to CPC in that it rates how much you spent per click of your ad and is calculated by dividing the total amount spent by the number of clicks received for this particular advertisement on their platform.
The Apple Search Ads campaign is a great way to get your app seen by people who are searching in the store. This new feature allows you can create and manage campaigns in one place, so it’s even easier!
Traditional advertisers that use the cost per click method within search results ads have been reflected in this new CPT model. With this new CPT model, advertisers can bid competitively and get more for their ad dollars by only paying when those interested in the offered tap on it.
