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Google Announces New Ad Tools at Marketing Live, Including New Options for YouTube Shorts Promotions

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Google has announced a range of new ad tools at its Google Marketing Live event, including new opportunities to advertise within YouTube Shorts, new layouts for Responsive Display Ads, improved analytics, new ad testing options, and more.

First off, on YouTube Shorts, which has seen massive growth in interest over the past 12 months. To help marketers tap into Shorts, Google’s integrating Shorts placement into its ‘Video Action and App campaigns’, which will enable brands to connect product feeds into their Shorts promotions.

That will make Shorts promos much more shoppable, by providing direct product links directly in-stream.

The same could eventually be incorporated into regular Shorts clips, enabling creators to better monetize their content. That’s not available as yet, but the new display could be a valuable offering for brands, with Shorts now driving more than 30 billion daily views.

Google’s also adding new video options into its Discover feeds.

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Discover is where people scroll through their favorite personalized content for ideas and inspiration. We’re exploring ways to help you bring short video assets to Google’s feeds so you can offer more compelling and engaging ad experiences.

Google Discover

Discover is a lesser-used personalization element within the Google app, but the new video ad options could help to connect with users specifically interested in certain topics and trends.

Google’s also updating its Display & Video 360 ad options, with advertisers soon set to be able to add Connected TV campaigns to reach affinityin-market, and demographic audiences across YouTube and other ad-supported connected TV apps.

Google’s also updating its Performance Max campaigns, with A/B testing, support for store sales goals to optimize for in-store sales, new insights and explanations, including attribution, audience and auction insights, and optimization score and recommendations.

Google Peformance Max data

Performance Max campaigns enable advertisers to effectively extend their Search ad efforts, by enabling Google’s system to showcase your promotions across more surfaces.

Google’s also adding new search data to its ad insights page to improve contextual understanding and targeting. 

“Based on the billions of searches we see every day and the millions of signals we analyze for every ad auction, we’re introducing three new reports that will roll out worldwide over the coming months.”

The three new reports are:

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  • Attribution insights show how your ads work together across Google surfaces — like Search, Display and YouTube — to drive conversions.
  • Budget insights find new opportunities for budget optimization and show how your spend is pacing against your budget goals.
  • Audience insights for first-party data show how your customer segments, like those created with Customer Match, are driving campaign performance. 
Google Ads analytics

Google’s also rolling out automatically created assets for responsive search ads, which will automatically create assets for your campaigns based on content from your landing pages and existing ads.

“The system will then display the best-performing combination of automatically created assets, and the assets you provide, to make your ads more relevant.”

On another front, Google’s rolling out some new, mobile-first formats for its responsive display ads, which will provide additional options for displaying your offerings in full-screen.

Google Display ads

Google’s also bringing its optimization score to more campaigns, while it’s also bringing Conversion Lift Testing to Display & Video 360 campaigns.

Google has also announced that it will begin worldwide testing of its more privacy-focused ad targeting tools later this year, including interest-based advertising in Google Ads and Display & Video 360.

As part of its gradual evolution to phase out third-party cookie tracking, Google announced its shift to topic-based targeting back in January, which will eventually enable advertisers to reach users based on search interest, as opposed to individual activity. Interest-based targeting is another aspect of this push, as Google moves away from more identifiable data traits.  

Finally, Google’s also previewed its coming Ad Control Center, which it initially announced at its I/O Summit earlier this month.

Google Ad Control Center

There are some interesting additions here, leaning into the rising popularity of video, while also providing new opportunities for product showcase and analytics.

The biggest addition, however, will likely be the new Shorts display options, providing new ways to connect with the rapidly growing Shorts audience. It’s amazing to see short-form video become the hugely influential element that it’s grown into, led by the rise of TikTok, but with that now being the case, it’s important for brands to consider their options, and look for ways to tap into these options to maximize appeal and resonance.

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You can read more about Google’s latest ad updates here or check out the sessions from Google Marketing Live here (with sign-up).

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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