POV

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29.04.22

April digital marketing news

Michele Baker

Digital Content Specialist

Google takes image search to a new level

In a nutshell

Google is adding a brand-new image search feature: multisearch. In Google Lens, multisearch allows you to snap an image on your phone, combine it with a text query, and perform a dual-approach search to refine your results. For example, if you take a photo of a yellow dress and add the text ‘green’, Google will show results for a similar dress in green.

What does this mean?

The multisearch functionality is great for searchers, helping them narrow down their hunt to more relevant results. For brands and marketers, it offers a new way for consumers to find your content. “It has the potential to revolutionise the way we shop and search, it's as simple as point and shoot when using the Google app” says iCrossing UK senior SEO manager, Hannah Rose. “Whilst it's currently only available in beta for English US searches, we encourage you to get ahead of the game by revisiting your image SEO, with a focus on optimised filenames, formats, size, alt/title tags, structured data and sitemaps.”

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New extension for WooCommerce uploads product catalogue to Pinterest

In a nutshell

Brands that use a WooCommerce online store can use a new extension to upload their product catalogue directly to Pinterest.

What does this mean?

Pinterest is the ideal place to showcase retail brand products. Millions of pinners use the site to gain inspiration, find new products, and expand their interests. WooCommerce reports that Pinterest users are nearly 50% more likely to be open to new brands. Shoppable pins that click directly through to your site’s product page provide a simple, clear opportunity to increase brand exposure and sales. And for marketers, this additional data stream could be instrumental in building more detailed audience intelligence and content strategies.

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TikTok reveals how to maximise content performance

In a nutshell

TikTok has published a new post on their Business blog, sharing a basic guide to creating effective content on the app.

What does this mean?

Combined with TikTok’s previous advice for brands, we’re starting to build a picture of the type of content TikTok is more likely to surface, such as timing videos at between 21 and 24 seconds and always including a relevant audio track. This latest set of tips also provides some key stats showing how users are engaging with brands on the app. For example, 62% of app users say that branded TikTok content is the best way for brands to connect with consumers; 73% report a deeper connection with brands they interact with on TikTok compared with other apps and sites they use.

As TikTok continues to balloon in popularity with both users and brands, it’s a platform marketers cannot afford to ignore any longer. So, when it tells us how we can make content perform better, it’s important we sit up and pay attention…

Check out more tips on how to make the most of TikTok as a brand in our Paid Social experts’ TikTok for Business report.

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YouTube launches new search insights tool

In a nutshell

YouTube is launching an exciting new search insights tool, which allows content creators to research what their own viewers – and YouTube users in general – are searching for. This will provide excellent opportunities for identifying content gaps to help creators plan more relevant, high-performing content.

What does this mean?

“The new YouTube Search Insights tool could be a game changer for serious content creators and channel owners,” says Joe Webster, iCrossing’s director of planning. “YouTube Studio (the creator space) already provides considerable insights to help inform content creation, but until now users have had to rely on various third-party platforms and tools, such as TubeBuddy, to get any specific keyword insights.

“This tool will allow creators to add more effective titles, descriptions and tags to existing videos, to improve their discoverability. More importantly, however, it will help to inform and plan future content with a better chance of being viewed based on audience demand and the competitor landscape.

“I can see this assisting and potentially expanding to help media planning for TrueView campaigns as well. YouTube for search and Discovery ads have historically been a challenge to forecast, as Keyword Planner doesn’t provide suitable insights for YouTube (again, this often requires additional third-party tools). Combining YouTube Search Insights and Keyword Planner could provide valuable data to assist in more robust forecasting and planning for paid media campaigns.”

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Google offers insight into audience signals in Performance Max

In a nutshell

Ginny Marvin, Google Ads’ product liaison, has spoken up to clarify how their most recent Google Ads campaign type, Performance Max, can be used to… well… the max.

What does this mean?

Google has shared context around audience signals, and how these can impact early performance within campaigns. “Including them early in the campaign lifecycle can be useful to help jumpstart performance,” the company told Search Engine Land.

The insights Google has shared around audience signals will be key to helping advertisers get the very best from their campaigns.

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iCrossing SEO specialists share key phases for successful site migration

In a nutshell

We’ve updated and re-released our Guide to Site Migration. The Guide has proved popular for clients planning a migration, to ensure all the correct elements are built in and that SEO is properly maintained and monitored.

What does this mean?

At iCrossing, we’re proud of our established site migration expertise. Our six-phase strategy has enabled us to help some of the biggest global brands to complete successful migrations. So, with our SEO experts speaking at the recent Brighton SEO event, we thought it was high time we reminded the community what iCrossing is all about.

Our Guide to Site Migration is an excellent resource for anyone considering a migration, and it’s available for free right here.

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