Monthly Marketing Update: Google Unveils Video Inventory Policy Updates

Paid Search

Google Unveils Video Inventory Policy Updates for Enhanced Transparency and Compliance

Google plans to implement changes that affect how video inventory is described, implemented, and managed across AdSense, Ad Manager, and AdMob. Key updates include accurate inventory descriptions, specific implementation requirements, and ensuring ads respect both advertisers and users. These changes aim to align Google's policies with industry standards like IAB OpenRTB, enhancing transparency and compliance across their platforms. Advertisers and agencies need to be aware of and plan for these changes to sustain visibility and performance as they go into effect.

Paid Social

Meta Rolls Out Budget Scheduling, Perfect for the Holiday Season

Within Meta, marketers now have the ability to schedule budget adjustments by dollar amounts ($) or by a percentage (%) at the campaign or ad set level. Multiple automated rules can be scheduled out for front-loading or back-loading based on seasonality and consumer behavior. This is the perfect time of the year to test out scheduling an increase during a promotion or preparing to pull back around certain holidays where some industries may see a decrease in digital interest.

Instagram to Introduce New Stickers to Enhance Engagement

Especially during the holiday season, marketers should be aware of the upcoming rollout of Instagram’s new stickers that could pair perfectly with holiday promotions. The “App” sticker would allow users to click on the sticker within an Instagram story and be directly sent to the marketer’s app where exclusive promotions may be available. There is also the “Secret” sticker, which would prompt users to directly respond to the story with a message to receive access to the secret. This could be a great way to drive direct engagement and be coupled well with promo codes or exclusive URLs. Instagram will continue to integrate more inclusive interactions into elements such as stories to drive engagement as the main feed has shifted towards being a discovery platform.

Earned Media

Elevating SEO Strategy with SGE

Reputation management and incorporating thought leadership into your SEO strategy are more important than ever with the introduction of SGE (Search Generative Experience). SGE wants to pull answers from reputable sites that are considered topical authorities and truly provide value to users. Testing different narratives such as first person to add authenticity, boosting visibility on unutilized socials, and leveraging structured data are all tactics that should be considered to narrow down what tactics work best for you with SGE. It is all about understanding how you will provide value to the user and providing the absolute best result for them.

Google Introduces Gemini AI

Google has announced its most capable AI model yet, Gemini. With the ability to understand text, code, audio, images, and video, the new AI can complete a wide range of complex tasks. Large changes are to come as the AI’s reasoning capabilities and ability to use data can provide streamline processes and increase user efficacy with Google’s products. Gemini is already being tested to improve the Search Generative Experience and will soon be available for traditional Search, Google Ads, and other Google products. As AI is further integrated into Google, optimizations will need to be made to the practices of both earned and paid media to better fit into the ever-changing user experience.

Content

Ensure your Emails Comply with Google and Yahoo's Newest Sender Requirements

Each email provider is highly focused on reducing the amount of spam that reaches users' inboxes. The three areas of focus for senders should be authentication, complaints, and unsubscribes. Failing to plan for this could cause your deliverability, and email program, to underperform in 2024. Moving forward, SPF and DKIM must be configured for all senders. Marketers should also keep an eye on their spam complaint rates - specifically, below 0.3%. And lastly, you need to make it EASY to unsubscribe. These providers want all emails to include a one-click unsubscribe link. Marketers should align with these guidelines from two of the biggest email providers to continue to reach their customers and prospects.