POV

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29.10.21

October digital marketing news

Katerina Iliaki

Digital Content Specialist

Google introduces continuous scrolling on mobile devices

In a nutshell

US-English mobile users can now scroll continuously through around four Google search results pages, without needing to click ‘See More’. Google will automatically load the next set of results when you reach the bottom of a search page.

What does this mean?

This update allows searchers to scroll for longer, uninterrupted.

So what could this mean for paid search? Mohamed Farid, product manager at Google Ads, assures that this change does not affect how the ad auction works or the way Ad Rank is calculated. However, it may impact metrics. The update could lead to more mobile impressions and a lower click-through rate (CTR) on Search, Shopping and Local campaigns. “We expect clicks, conversions, average cost per click (CPC), and average cost per acquisition (CPA) to remain flat” adds Farid, advising marketers to keep monitoring and optimising campaigns based on your business objectives.

From an organic search point of view, as more results auto-load, searchers are more likely to find and click through to pages that were previously on the second, third and fourth results page, which could mean an increase in organic CTR for those sites.

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Facebook changes the way it counts people for ad purposes

In a nutshell

Facebook recently made a significant update for advertisers, announcing that it will count people who haven’t linked their Facebook and Instagram accounts in Accounts Center as separate entities. In simple terms, if a user’s accounts are not connected, the platform will assume their Facebook and Instagram profiles belong to two different people for ads planning and measurement purposes.

What does this mean?

This update will affect advertisers’ campaign planning estimates and performance reports. Our paid social director, James Mortimer, notes “Over the last year, reporting on Facebook has become harder with Apple’s mobile operating system iOS updates. Since last summer, Facebook has attempted to simplify reporting processes in the platform, so its systems rely less on data being shared from users.

“This update is another step in the general direction of simplifying reporting, but it brings new challenges and headaches to Facebook marketers. Brand advertisers will be impacted the most, as reach numbers will be less accurate. But direct response advertisers could see increased and inaccurate conversions reporting.

“As with all the changes this year, it will take time for advertisers to adapt and develop processes to ensure their strategy meets business needs.”

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YouTube ads become more shoppable on connected TVs

In a nutshell

More people are choosing to experience YouTube on their TV screens, according to the company’s recent blog post; a quarter of logged-in YouTube connected television (CTV) viewers are watching YouTube primarily on their tellies. And the platform is taking advantage of this opportunity, making its video action campaigns globally available - and more shoppable - through Google Ads, giving brands the chance to reach and engage with new audiences, and drive conversions.

What does this mean?

iCrossing UK’s planning director Joe Webster states “Historically, CTV placements would have been activated largely for upper-funnel objectives, to drive awareness and consideration. Not because it wouldn't drive action from users, but because attributing those actions was a challenge. This update allows advertisers to make those connections, improving attribution, particularly for omni-channel campaigns. This will make YouTube an even more serious contender in the advertising marketplace, raising the stakes in the battle between traditional broadcast formats and the growth of CTV.”

How can your brand use video campaigns to attract customers and drive online sales? It’s as simple as encouraging the audience to click through from a campaign to your brand’s website, allowing them to browse from their desktop or mobile device, meaning they won’t even need to interrupt their viewing session while shopping on your site.

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Google addresses climate change denial with new ads and monetisation policy

In a nutshell

Google is planning to implement new ads and a monetisation policy on climate change. This update stops advertisers, AdSense publishers and YouTube creators profiting from “content that contradicts well-established scientific consensus around the existence and causes of climate change”, the statement says. Google will use both automated tools and human reviewers to enforce the new policy in November.

What does this mean?

This development will affect publishers and YouTube content creators who are spreading climate change misinformation, as they won’t be able to monetise their content. For marketers, this should enhance brand safety, as it will no longer be possible for inaccurate climate change ads to run alongside your content.

In case any ads you share on climate-related topics follow the policy but are disapproved, you can contest the decision from your Google Ads account.

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LinkedIn’s tips on how to make the best use of its ad platform

In a nutshell

LinkedIn has published a new infographic to help users make the most of its different ad tools and meet their campaign objectives. This new overview contains strategies, techniques and pro tips to guide brands in building successful campaigns within the Campaign Manager platform.

What does this mean?

LinkedIn’s infographic can help you increase the value of your campaigns, providing useful tips on how to build a more effective approach, as well as on how to optimise it. As the platform’s statement says, you will learn how to recommend “the best combinations of ad formats for awareness, consideration and conversion objectives”. For example, you can use a Single Image Ad and a Message Ad to increase conversions with content downloads and sale demos.

VIEW THE INFOGRAPHIC HERE

iCrossing’s Tim Lawrence discusses the danger of relying on one platform

In a nutshell

WhatsApp, Instagram and Facebook may now be back online after a major outage, but the risks of relying solely on a single platform for your digital marketing strategy are here to stay. The outage caused major issues for companies that depend on Facebook, Inc. to communicate, do business and carry out their digital marketing strategy.

What does this mean?

Tim Lawrence, head of strategy and planning here at iCrossing UK, discussed the dangers of investing in just one platform in a recent interview with Mediashotz, encouraging brands to reconsider the use of communication channels for meeting their marketing objectives.

“It can be tempting for brands to ‘double-down’ on one platform to excel, however handing over too much influence on your business to a third party is never a strong strategic move, particularly one with differing business goals to your own, and brands need to consider the right balance for their media mix, let alone social media” Lawrence warned.

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