30-second summary: Search Ads 360 platform has seen one of its biggest updates in 10 years Performics’ Senior Media Manager, Alex Medawar shares key highlights of the updates around budget optimization, performance monitoring, and inventory management Google recently announced a new update to its Search Ads 360 platform – and it’s a big one. SA360 has gotten even more powerful since it was first launched over 10 years ago, making it simpler than ever for commercial enterprises to manage their search advertising efforts. A select number of Search Ads 360 users finally gained preview access this past month
Even though consumers enjoy having the world at their fingertips, they have become all too aware of how much their personal data is abused. According to the Nielsen 2021 Trust in Advertising Survey , 36 percent of respondents distrust ads on social networks, while 36 percent distrust ads served in search engine results. “As people more frequently shop online, they’ve realized the top ads are not necessarily the best option,” says Josh Stephens, director of Digital Marketing at CWT, one of the biggest travel companies worldwide
30-second summary: Within the digital marketing space, the conversation around privacy and cookie changes has focused heavily on programmatic and paid social But how will third-party cookie deprecation and new privacy regulations impact paid search? Here is what search marketers can expect and how to prepare In the digital marketing world, targeting, measurement, and optimization have foundationally relied on the ability to accurately track user behaviors and performance across the web. However, as we all know, platforms like Google and Apple have introduced privacy-focused initiatives over the past few years that complicate targeting and measurement for advertisers
30-second summary: The PPC world is ever-changing. Today’s trends may not be in the picture tomorrow People will start focusing more on the buyer’s journey and use it to its full potential Automation and AI will be a key trend in 2021 Many things have turned topsy-turvy after witnessing a year full of unprecedented situations and multiple coronavirus-induced lockdowns.
30-second summary: According to Gartner, 30% of companies were already using machine learning in at least one part of their sales process in 2020. Apparently, if you want to improve your digital marketing, you will need to focus on Analytics, Personalization, and Optimization
30-second summary: Agencies are particularly struggling to find ways to gain a broad view of the search market. Many agencies rely too heavily on Google tools which on provide top-level search insights and need better tools
30-second summary: Google’s market-leading Chrome browser utilizes a signed-in Google account, and Facebook requires personal logins to access its ubiquitous platform. Marketers who wanted to reach consumers efficiently outside of the walled gardens have long relied on the third-party tracking cookie. Now Google has announced that they will phase out third-party tracking cookies in Chrome, and the industry has been in a panic
30-second summary: Nearly half of all consumers consume plenty of content before deciding on a purchase, so brands should focus on crafting compelling, useful reads. If you position your brand as a trusted source, people are five times likelier to look to you for pre-purchase information. RAPP copywriter Jack Schuleman shares three tips for encouraging a team to use personal passions to write richer content.