Want to keep up with the latest developments in digital advertising? We’ve got your back with our weekly roundup. We’ll inform you about the latest industry developments within a few moments. There’s a lot to learn, from LinkedIn’s tests of video ads on streaming services to Google’s Search Console to Meta’s expanded Reels ad options.

Join us to learn about these new and exciting updates in digital advertising. We will help you keep up with the latest trends. Let’s get started!

Table of Contents

LinkedIn tests video ads on streaming services.

An expert at social media marketing company in India will tell you that LinkedIn is testing video ads in popular streaming services. This opens up a new way for marketers to reach 930 million platform users. LinkedIn is moving to diversify revenue streams and take advantage of the growing ad-streaming sector.

Advertisers can increase their ROI and revenue by targeting users as they watch TV and movies. LinkedIn recently introduced generative AI features to advertisers. This new development shows the platform’s commitment to providing innovative marketing tools.

LinkedIn’s in-stream video advertising aims to change how brands interact with their audiences. It offers a unique opportunity for advertisers in the streaming area.

Google now includes INP reports in Search Console.

Google Search Console has a new report that helps website owners prepare for upcoming changes to core web vital metrics. The report is focused on the Interaction to Next Paint metric (INP), which will replace First Input Delay as a core website vital in March of 2024. INP is a metric that measures the responsiveness of a website to user interaction and the time it takes to respond to keyboard, mouse, or tap inputs.

Google’s Search Console report provides insight into INP performance. This allows site owners to optimize their websites accordingly. Core Web Vitals, including INP, are not guaranteed to improve rankings in Google Search but contribute to a better page experience. Experts at leading digitalWebsite owners have several months to prepare for this new metric, which can be used to improve user experience and possibly their site’s performance.

Google Performance Max now includes bidding and store sales reporting.

In its Performance Max campaign, Google has improved the reporting capabilities and bids for Store Sales to help marketers drive offline sales. The new features are designed to give advertisers better insight into omnichannel shoppers and help them optimize their bids to maximize revenue at the store. Marketers can accurately measure online and offline sales by leveraging Store Sales. This could lead to improved omnichannel ROI (return on ad spending) and increased sales.

New features include:

Intelligent bidding.
Aligned reports for store visits-to-purchase rates.
Holistic measurement of ROAS for online and offline conversions.

Store Sales allow advertisers to analyze sales data, match it with transactional data, and gain insight into how ads are translated into offline purchases. Early Store Sales users have reported significant increases in sales and ROAS. For example, Dutch variety chain HEMA has seen an 89% improvement in ROAS across all channels, and Indian jewelry brand Tanishq has experienced a 7% increase in offline sales.

Google’s Help Center on Store Sales and Intelligent Bidding provides detailed instructions for marketers.

More marketers now have access to Instagram Ads Reels.

Instagram has expanded its Ads on Reels Pilot to include a larger pool of marketers. This will allow more advertisers to take advantage of this feature on Instagram. The initiative, previously only available on Facebook, has been extended to certain marketers on Instagram since May. Ads on Reels seamlessly integrates image ads into Reel content to ensure a seamless user experience.

Ads on Reels’ growth has been rapid, as it now boasts over 2 billion daily ads that are reshared. This is what led to its expansion. The trial encourages advertisers to try the product out before adding additional language and placements. Marketers can use other features like app promotion ads and music optimization to improve their Instagram advertising. Meta, Instagram’s parent company, understands the value of video engagement. It aims to connect businesses with their customers by promoting creative content they enjoy.

Microsoft launches predictive targeting for all advertisers.

Microsoft announced that predictive targeting is now available to all advertisers using the Microsoft Audience Network. This feature, which was successfully piloted, is now available to advertisers to identify and reach new audiences. Microsoft’s bots use audience intelligence signals to match relevant audiences with ad content, enabling marketers and advertisers to send personalized messages that improve campaign performance.

During the trial phase, this tool showed a 46% improvement in conversion rates. Advertising campaigns can be easily integrated with predictive targeting. Toggling the ad groups setting is all that’s needed. Microsoft stresses the importance of optimizing landing pages and ad content, using clear and descriptive copy, and providing a positive experience for users. Marketers are encouraged by Microsoft to use predictive targeting in all campaigns. They should monitor the results and make any necessary adjustments.

GA4 offers marketers a choice of conversion credit for Google Ads

Google Analytics 4 (GA4) has been updated to allow marketers to control the conversion credit eligibility of their channels within Google Ads. This update allows advertisers to determine which channels contribute to conversions and provides them with valuable insight to measure the impact of their campaigns. Marketers can now choose between Google Paid Channels and Paid and Organic channels to determine which channels will receive conversion credit.

Google Ads provides this information under the Conversions Summary, Conversions Detail, and Campaigns tabs. It is also available on Google Analytics’ Attribution Settings page. Advertisers can improve their campaigns by gaining a better understanding of the performance.

Google announces the retirement of 4 attribution models.

Google announced a new update to remove four attribution models from Google Ads and Analytics. This change will affect marketers currently using the first-click, linear, time decay, and position-based models. This change will affect marketers relying on the first-click, linear, time decay, and position-based models.

As experts at a leading digital marketing agency in Mumbai will tell you that this update will force marketers to adjust their monitoring and attribution strategy. The last-click model will not be affected, but any other model will make it more difficult to track accurately. Marketers will need to use different data-driven formulas to track touchpoints’ performance.

Marketers currently using these models can continue to do so until September. After that, models will be removed, and data may be lost. After mid-July, conversions need to use these models currently to be able to switch. These four models will also no longer be available for newly created conversions.

Google’s decision is based on its low adoption rate, as fewer than 3% of conversions within Google Ads use these models. Data-driven attribution, last-click attribution, and external attribution are not affected. This update emphasizes the need for marketers to reevaluate and explore alternative methods of gaining insights into customer touchpoints to optimize their advertising efforts.

Snapchat shares new research on faster AI processing speeds

Snapchat introduced SnapFusion to speed up the creation of AI-generated images based on text queries. The system can generate visuals in less than two seconds, significantly faster than other generative AI tools. Snap achieved its breakthrough by optimizing network architecture and denoising while maintaining image quality.

An expert at social media marketing company in India will tell you that It is important to note that faster image creation can improve user experience, enhance privacy, and lower processing costs for developers. The experiments were conducted primarily on an iPhone Pro 14, which has a higher computing power than other devices. SnapFusion is expected to be faster than current systems.

LinkedIn shares tips on how to make your LinkedIn ads and posts stand out.

Alexandra Morales shared some valuable tips in a recent blog post. She is a social media manager with the LinkedIn Ads Team. Here are some key takeaways.

Encourage Interaction: Make it easier for your users to interact with your content. You can do this by simplifying the process and ensuring they get something in return, like a poll or a reply to a comment.
Disrupt the norm: Create content or ads that interrupt the scrolling pattern to grab users’ attention. You can use bold statements, counterintuitive ideas, or images with striking visuals to stand out.
Share stories that connect your core values to your audience and inspire them. Focus on examples and not generic quotes to inspire your audience.
Use Engaging Visuals: Larger images are likelier to be clicked on than standard thumbnails. The image size should be 1200 x 607 pixels. Also, consider how the visuals will appear on mobile devices.
Shorter headlines tend to generate more engagement. Ad headlines should be 150 characters or less, and the descriptive copy 70 characters or less (on desktop, anything above 100 characters is truncated).

As experts at a leading digital marketing agency in Mumbai will tell you that getting users to do the next thing is more important than sharing all the details. Consider using generative AI software like ChatGPT or LinkedIn’s evolving generative AI tool to optimize your copy and generate variants.

Google’s John Mueller warns against custom elements in the head.

Recently, a Twitter conversation sparked an interesting discussion about using custom elements within the Section of web pages. John Mueller, Search Advocate at Google, warned against using custom elements within this section as it could disrupt Google’s indexing and rendering process. Google uses standard HTML tags to determine a page’s structure and content. Using custom elements is not recommended. Google may miss meta tags that are important to SEO.

Custom HTML tags should be used cautiously due to compatibility issues, namespace conflicts, and concerns over separating meaning, functionality, and presentation. JSON-LD tags are an alternative, as they provide structured metadata and can improve SEO without sacrificing flexibility. Custom HTML tags are still being studied in relation to SEO, but those who want compatibility with standard HTML tags and SEO optimization might prefer JSON-LD.

LinkedIn launches a live test of Generative AI Posts.

LinkedIn introduced a new AI tool that creates drafts of posts for its users. Critics have criticized this feature. The tool asks users to submit their thoughts and outlines for a blog post. It then uses generative AI technology to create the first draft. The user can edit and personalise the draft before it is published. LinkedIn touts the tool as an easy way for users to express their ideas, but critics are concerned that it may allow misrepresentation or the spreading fake expertise.

The impact of AI-generated posts on hiring and interview decisions is a major concern, as recruiters often use LinkedIn profiles to assess candidates. Using AI-generated content on professional networking platforms like LinkedIn could undermine the value of real professional insight and knowledge. A small group of users is testing the AI post-generation tool before it becomes available to a larger audience.

Conclusion

The world of digital marketing has experienced some exciting changes in recent years. Marketers have more options than ever before to reach their targeted audiences. From LinkedIn’s tests of video ads on streaming services to Google’s Search Console and Meta’s expanded Reels ad options, they can now effectively reach their audience.

Microsoft’s prediction targeting, Google updates to conversion credits eligibility in GA4, and Snapchat’s faster generative artificial intelligence processing speeds empower advertisers with improved targeting capabilities and user experiences. LinkedIn’s tips for making posts and ads stand out are useful strategies for maximising engagement.

Google’s warning about using custom elements in web pages is an excellent example of the importance for marketers to be cautious. The section and concerns regarding AI-generated LinkedIn posts. Staying informed and adapting your strategies will be crucial to success as digital advertising evolves. Keep exploring, experimenting, and leveraging innovative updates to keep up with the ever-changing digital advertising world! If you like this blog check out our previous blog Google Adds INP Report to Search Console: Prepare for the New Core Web Vital Metric.

2 Comments

Megha Chatterjee says:

June 29, 2023 at 7:04 AM

I’m grateful for this post. It was well-written and offered a fresh perspective. Thank you for sharing your knowledge and expertise. I have also started using LinkedIn recently which is a great platform

- syspree digital says:
  
  June 30, 2023 at 11:48 AM
  
  Glad to know you found the blog useful