POV

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28.02.22

February digital marketing news

Katerina Iliaki

Digital Content Specialist

Google adsense introduces clickable search terms for content pages

In a nutshell

Google has launched a brand new AdSense feature: related search for content pages. This means users will now see clickable search terms that are relevant to the content of the page they’re navigating.

What does this mean?

“The AdSense feature encourages users to engage with internal site searches when browsing content” says senior SEO analyst, Nina-Che Bousquet. “This provides an opportunity to monetise internal search results, as well as increase internal site traffic to related content pages. This could encourage a longer time on site, as users are directed to additional useful content across the same domain.  

“Brands should optimise for this new feature by identifying high volume queries and including them within the related search unit. Pages which target these high-volume searches should be optimised to retain user traffic and grow natural search authority on these topics.”

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Microsoft Advertising expands to new markets 

In a nutshell

Microsoft Advertising is expanding to 29 more countries in Europe and Africa, almost doubling the number of markets it’s available in. This enables advertisers to access a new, broader audience.

What does this mean?

The company stated this development will increase their footprint to reach around 41 million consumers, making 400 million searches each month on Microsoft and partner sites. According to Sean O'Connor, Microsoft Advertising’s marketing director, “This represents a huge milestone in the scaling of our platform and is an exciting first step in unlocking even more of Microsoft’s global search volume”. 

Brands that sell their products or services internationally are now able to find and connect with potential customers in new markets. This could help them increase visibility within their industry, generate awareness of their business and even expand internationally.

Microsoft is also planning a second wave of its global expansion programme in 2022, including new market launches in Latin America, the Middle East, Africa and Asia.

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Google improves its automated ad extensions

In a nutshell

Advertisers can now deliver more engaging search ads, as Google improves its ad extensions, making it easier to manage sitelinks, callouts and structured snippet extensions. According to Google, advertisers can now see a 20% higher click-through rate (CTR) on average, when four sitelinks are shown in ads.

What does this mean?

“Automated extensions are a great way to get assets and content into a campaign with Google's help” says Brandon Stevens, senior paid search analyst at iCrossing. “It can save you time with the added benefit of Google's own understanding of your account, fuelling those dynamic assets from a data-driven, performance view. Having them side by side with your manual extensions increases your coverage quickly.


“But remember, account managers have a stronger understanding of what’s best and more relevant for your brand than Google does. There’s always a risk that automated content may not match your brand’s tone, image, or strategy. Additional reporting features help eliminate some of these worries, as you can review automated extensions.”

The key takeaway? Brandon recommends that you review, assess, and action those automated assets to make sure they’re what’s best for your campaigns. Test the dynamic assets and come to your own conclusion on whether their performance aligns with your brand goals.

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Discover TikTok’s path to purchase 

In a nutshell

TikTok shared a recent report providing insight into consumer purchase journeys, analysing how users discover and purchase new products through its platform.

According to TikTok’s recent announcement “By listening to the TikTok community, we meet users where they want to be met, and it's not in the funnel. Rather, it is an infinite loop with no start or end point, and it empowers brands to establish more meaningful relationships with consumers that result in communities of brand loyalists, repeat purchases, and greater spending.”

What does this mean?

TikTok’s path to success relies in understanding users’ behaviour and following their lead, instead of forcing them into a linear purchase path. Listening their community’s need to constantly discover and learn something new, the social media company prioritises commerce that entertains.

The study shows that 44% of daily TikTok users want branded content to be fun and entertaining, 44% discover products from videos posted by brands, and 35% buy what they see on the platform. This means brands can take advantage of this opportunity, reinventing traditional ways of driving sales.

CHECK OUT THE INFOGRAPHIC HERE
Meta expands counterspeech initiative to redirect users away from extremist searches

In a nutshell

Meta is extending its ‘Redirect Initiative’ towards Pakistan and the UK in an effort to prevent the potential radicalisation of people using its app. This means that when Facebook users search for content related to organised hate or violent extremism, they’ll be redirected to resources and support.

What does this mean?

According to Meta, research has shown that challenging violent, extremist views with positive counterspeech is one of the most successful ways to combat such attitudes. However, counterspeech is most powerful when it comes from credible organisations. For this reason, Meta has partnered with various non-governmental organisations and community groups, such as Exit UK.


"To see a platform as powerful and influential as Meta implementing this sort of counter speech initiative is fantastic, and frankly, necessary. Some might ask why only now?" comments Rosie Fleming, senior digital marketing analyst. "This action feels overdue, and there is plenty more to be done to prevent harmful communities forming online. Nonetheless, it is encouraging to see social media platforms taking responsibility over how their platforms are used and making moves to protect their users."

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YouTube adds shorts in channel listings

In a nutshell

YouTube has made Shorts a bigger focus, adding clips in channel listings. The platform has launched a dedicated ‘Shorts Shelf’ section on desktop channel pages, increasing its attention on short-form content. And it’s no wonder why, as YouTube CEO Susan Wojcicki recently shared a report that showed Shorts clips have collected over 5 trillion all time views.

What does this mean?

The new Shorts Shelf format can help creators boost their channel performance and attract more viewers, promoting engagement. It’s also giving YouTube the chance to keep ahead of the competition; instead of creating a new app similar to TikTok or Instagram’s Reels, the platform is simply improving its main channel. In fact, content creators can profit from Shorts, making YouTube a more attractive option than its rivals that don’t have a comparable monetisation policy in place.

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Don't miss iCrossing's guide to launching a successful digital product

In a nutshell

Most new digital products and services end in failure. But with our experts’ guidance you can maximise your chances of success, following the right approach. iCrossing has created a useful step-by-step guide to help you launch a successful digital product, including everything from case studies to advice on avoiding common product development risks.

What does this mean?

Roger Barr, iCrossing UK’s chief digital officer says: “Over the years at iCrossing, we’ve been lucky enough to get involved in creating digital products for a gloriously diverse mix of clients – from global brands to start-ups and everything in between. We’ve observed, and been part of, some success stories, and of course some that fail. The aim of this guide is to make you aware of some of the common pitfalls with practical guidance on how to avoid them”.

DOWNLOAD OUR GUIDE HERE
Lottie Namakando on saying goodbye to CTR to supercharge your campaigns 

In a nutshell

Should you trust your CTR when evaluating a digital marketing campaign? iCrossing’s head of paid media, Lottie Namakando, believes there are more important factors to measure performance…

What does this mean?

So, which metrics should you be looking at instead?

“By focusing on audiences first, every brand can find a more efficient and genuine way to measure success than CTR. By just looking at CTR, brand owners are not getting a true reflection of how their campaigns are performing and possibly wasting budget on speaking to consumers who are not their target audience. Brands should focus on allocating budget to more relevant, conversion-driving clicks”, states Lottie in her new IAB UK article.

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