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Digital Marketing News - Everything you need to know before Monday even starts – 20th March 2021 - read the full article about digital marketing news, Digital Marketing and All digital inbound channels from Blue Thirst on Qualified.One
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Hi everyone and welcome to our digital marketing news update. This week there has been news from Pinterest, Google and more. If you enjoy our weekly and daily updates, don’t forget to subscribe to our YouTube channel, like our Facebook Page and sign up for our Newsletter. At the start of 2020, Google announced that they would be phasing out third-party cookies.
This is a win for advocates of privacy but not necessarily for advertisers.
Google has stated that they don’t intend to develop new ways to track users movements, however this isn’t totally true.
72% of people feel that they are always being tracked by advertisers online.
Which is why Google has been working on their Privacy Sandbox project.
This project is built to work with the broader industry to develop innovations which allow anonymity to users but still deliver results for advertisers.
Once third-party cookies are phased out, Google intended to track user interests using privacy-preserving APIs.
These prevent individual user tracking.
Google has been testing Federated Learning of Cohorts technology.
This would allow Google to group users based on common interests and hide their individual data.
It protects user privacy by using machine learning algorithms to process browsing behaviour on individual devices. These cohorts of people will become available for public testing via origin trials in the next release.
Testing is then expected to move to Google Ads advertisers in quarter 2.
Google has said with this new cohort targeting, advertisers can expect to see at least 95% of the conversions per dollar that they currently get. Overall, advertisers may see a small drop in conversion rates.
But it appears as though there will still be the ability for personalised advertising. At the end of 2020, Apple released an iOS update which included widgets for iPhone. Apps can create their own widgets for users to add to their home screen.
Pinterests newest widget option is ‘Interests’. With the interests widget, Pinterest users can choose their top interests.
The widget then shows them fresh content every day, right on their home screen.
At the moment, pinners can choose from home décor, food, fashion and quotes.
Since launching the widget, they have seen more than 2 million users add it to their home screen.
Starting this month, Microsoft Ads will be transitioning all search, shopping and dynamic search campaigns which aren’t using automated bidding to Enhanced CPC.
Microsoft has stated that Enhanced CPC will help advertisers to improve campaign conversions while improving costs.
They have recommended that advertisers start to test automated bidding options before the manual options sunset.
The migration to Enhanced CPC starts this month.
From April 5th you will no longer be able to choose Manual CPC when building new campaigns.
Then from April 30th campaigns will automatically be moved to Enhanced CPC if they’re still on Manual CPC.
It appears that Microsoft Ads is moving further towards AI functionality.
However, some advertisers are worried about a loss of control. Particularly because there are no insights into what the enhanced bids are. Responsive Search Ads will now be the default text ad type in Google Ads.
But don’t worry, you will still be able to create Expanded Text Ads and edit existing ones. Google has said that this change won’t impact how ads are served.
It just means that Responsive Search Ads will now be the default when you go to create a new ad. Responsive Search Ads allow you to add a number of assets and Google then mix and matches these to create the most relevant ad to a search. This isn’t always ideal, but if you are particularly attached to a headline you can always pin it. This will mean it’s always shown. Google is removing the link between Analytics and YouTube.
New data isn’t being collected but historical data will remain accessible. Google hasn’t really made an official announcement about this. They just added a notice to the YouTube help page about the change.
This is likely because it wasn’t a very popular connection for creators. YouTube has always had a more comprehensive set of analytics within YouTube Studio.
Therefore there was little need for creators to connect to Analytics. We hope you have a great week, don’t forget to like, follow and subscribe.
We’ll see you on Monday for daily updates, or next Saturday if you prefer our weekly update. Have a good week!
Blue Thirst: Digital Marketing News - Everything you need to know before Monday even starts – 20th March 2021 - Digital Marketing