Weekly Digital Marketing News Round-Up | August 14th
Merkle released their Q2 report (length: very long), which provides an interesting summary of paid search trends through COVID. Highlights include a decrease in CPCs across the board, with even retailers paying 22% less year on year.
DuckDuckGo carried out a test to determine user’s brand loyalty to Google (length: medium). When users were given a forced choice between search engines, DuckDuckGo estimated that Google’s market share would decrease by 22% in the UK. SEMrush evaluated a list of alternative search engines (length: long), if you are looking to branch out.
Google has added a new feed attribute for shopping ads, allowing advertisers to exclude countries (length: short). The new shopping_ads_excluded_country attribute means that many retailers will be able to avoid uploading multiple feeds for different countries.
Forbes highlighted how Apple ads will have a competitive advantage following changes to tracking in iOS 14 (length: long). For a reminder of the upcoming changes, check out this blog. Forbes discussed how Apple will retain personal information denied to other advertisers, allowing continued use of signals for ad personalisation even after iOS14 is released in September.
Facebook announced that they would be limiting some targeting options (length: medium). Their reasoning was that these are “infrequently used”, but it’s worth noting that controversial “multicultural affinity” targeting options are also included, likely a move from Facebook to avoid future criticism.
Google My Business profiles now include an annotation highlighting when they were last edited (length: medium). This is particularly useful in a post-COVID world, where many brick-and-mortar locations have had frequent updates to hours and services. Google also announced yesterday that businesses will be able to update their profiles directly from maps or search (length: medium). Removing barriers to updates should encourage more frequent updates to listings.
Finally, one user noticed that Google has been testing scrolling through multiple images in shopping ads, again highlighting how important it is to have a complete and optimised feed.