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TikTok unveils new shopping ads; New B2B targeting with Facebook Ads; Google’s helpful content update; Reels & Shorts updates; Best ads of the week…

Here’s this week’s Digital Discovery. Everything you need to know in the world of digital marketing.

This week includes the latest online advertising updates as we explore new ‘Shopping Ads’ from TikTok and take a look at Facebook’s new B2B audience targeting. We also cover Google’s latest algorithm update on helpful content.

Short-form video continues to grow as YouTube and Meta release updates to Shorts and Reels. Plus, many more stories of interest in the world of marketing that you should know about.

Finally, we showcase some of the best ads discovered this week and look ahead at key content dates coming up next week.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update…

 

TikTok unveils new shopping ads

TikTok introduced us to ‘Shopping Ads’ this week, which includes three new advert formats:

1.     Video shopping ads

Place hyper-relevant, shoppable videos across the For You page for people to check out your products.

Available globally for testing

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2.     Catalog listing ads

Easily promote your product catalogue at scale with new placements across TikTok. No video assets needed!

Testing available for US targeting only

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3.     Live shopping ads

Drive engagement from the For You page to your LIVE moments and show your products to shoppers who are more likely to buy.

Testing where TikTok Shop is available in the UK, Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and invited accounts in the US.

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Marketers and businesses can download TikTok’s Shopping Ads Checklist here: https://www.tiktok.com/business/library/ShoppingAdsChecklist.pdf

Facebook adds new B2B targeting for advertisers

A little over a week ago, Facebook added four new targeting options for B2B advertisers.

Here’s the new targeting options and their audience sizes as of 18 August:

IT decision makers

Demographics > Work > Industries > IT decision makers

Size: 814,685 – 958,070

UK audience size: 13,600 – 16,000

Description: IT decision makers is a B2B audience segment that target ads to people who are IT decision makers based on their job titles.

Business decision maker titles and interests

Demographics > Work > Industries > Business decision maker titles and interests

Size: 1,181,616 – 1,389,581

UK audience size: 32,000 – 37,600

Description: Business decision maker titles and interests is a B2B audience segment that targets ads to people who are business decision makers based on their job titles and interests.

Business decision makers

Demographics > Work > Industries > Business decision makers

Size: 1,181,618 – 1,389,583

UK audience size: 32,000 – 37,600

Description: Business decision is a B2B audience segment that targets ads to people who are business decision makers in engineering/IT, operations, HR, strategy or marketing, based on their job titles.

(Note: With the audience sizes being the same, are these groups essentially the same??)

New active business

Behaviours > Digital activities > New active business (< 24 months)

Size: 24,641,242 – 28,978,101

UK audience size: 285,900 – 336,300

Description: Admins of engaged businesses that were created in the last 24 months.

Behaviours > Digital activities > New active business (< 12 months)

Size: 14,829,397 – 17,439,371

UK Audience size: 145,500 – 171,100

Description: Admins of engaged businesses that were created in the last 12 months.

Behaviours > Digital activities > New active business (< 6 months)

Size: 9,523,391 – 11,199,508

UK audience size: 84,100 – 98,900

Description: Admins of engaged businesses that were created in the last 6 months.

LinkedIn advertising is still the king of B2B advertising, but the new targeting options released by Facebook are worth experimenting with.

 

What you need to know about Google’s helpful content update

Next week, Google will start rolling out a new ‘helpful content’ update that aims to better connect people to helpful information.

Google urges creators to focus on people-first content instead of creating content for search engines. There’s a strong emphasis on creating satisfying content that answers yes to the following questions:

  • Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
  • Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
  • Does your site have a primary purpose or focus?
  • After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
  • Will someone reading your content leave feeling like they’ve had a satisfying experience?
  • Are you keeping in mind our guidance for core updates and for product reviews?

Google states that sites deemed to have relatively high amounts of unhelpful content overall is less likely to perform well. Creators are recommended to remove unhelpful content from their sites.

Read about the update in full here: https://developers.google.com/search/blog/2022/08/helpful-content-update

Google Search Console update and bug fix

It’s been a busy week for Google Search Console as it rolls out an update and fixes a bug.

If you see a drop in the number of indexed pages from Google Search Console, this may be due to a reporting error that has now been fixed.

This doesn’t mean that you have lost pages on Google, it means they were never indexed in the first place.

The new update includes simplified classifications for the following reports:

  • Coverage (Page indexing)
  • Core Web Vitals (Poor/Need improvement/Good categories retained, but pages grouped into good and not-good tables)
  • Mobile Usability
  • AMP report
  • Rich result reports (Events, Fact checks, Logos, and so on)
  • URL Inspection
  • Search Console API. The report now shows just invalid or valid information. Instead of showing errors, valid with warnings and valid

Items are no longer grouped at the top level by three or more status categories (for example: Valid, Warning, and Error), but are instead grouped into two broad statuses reflecting whether they are invalid or not.

 

Meta introduces new features for Instagram and Facebook Reels. Meanwhile, YouTube Shorts will start adding watermarks to discourage sharing

Google and Meta continue to invest heavily in short-form video to compete with TikTok

Three new features have been announced for Instagram Reels. These are:

  • ‘Add Yours’ Sticker
  • Crossposting to Facebook
  • Reels Insights for Facebook

Check out the video announcement here: https://twitter.com/mosseri/status/1559589130304118784

Meta also introduced a new way to schedule Facebook Reels with Meta Creator Studio. The feature is expected to available for Instagram in the future. Watch the announcement here: https://www.facebook.com/watch/?v=387871223471067

Finally, YouTube Shorts is rolling out a watermark for content created on YouTube. This means creators who share their video to other platforms will be forced to share it with a YouTube watermark.

The move is similar to the way TikTok already functions.

However, this is frustrating for creators as Meta has already announced that the Instagram will suppress content that has a watermark from another app.

In the future, professional creators will need to edit videos on dedicated video editing software before uploading it separately to each platform to avoid watermarks.

 

60% of young people considering a career in marketing despite mounting economic uncertainty

Great news from the Chartered Institute of Marketing (CIM) this week.

Three in five young people consider marketing a career choice, with good salary and career progression the top incentives to enter the industry.

Read more

Ads of the week

IPA – Don’t cut marketing budgets

The IPA (Institute of Practitioners in Advertising) releases a campaign in The Financial Times encouraging brands not to cut their marketing budgets, claiming 40 years of evidence against short term reactions.

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Tiger Beer – Boldness Finds A Way

Tiger Beer showcases the success of Son Heung-Min in becoming the first Asian player to ever win the Golden Boot.

 

KFC – Fuel your Fringe

KFC forces Edinburgh Fringe Festival goers to walk through their advertising message

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Times Square 3D Billboard | House of the Dragon (HBO)

Another cool 3D billboard. This time from HBO to promote Game of Thrones spin-off ‘House of the Dragon’.

Personally, I’m still a little scarred from the last season of Game of Thrones…

 

Ladbrokes  – Rocky

Ladbrokes reimagines Hollywood classic, promoting the strapline “We play together”

Other stories of interest this week

Apple Search Ads can now be edited in bulk

Read more

Carlsberg to step up marketing investment behind ‘strategic growth priorities

Read more

Five interesting facts shared by Marketing Week

  1. 85% of families think cost of living crisis will have a long-term negative impact on their future
  2. Shoppers will absorb 75% of price increases rather than cutting purchases
  3. Almost nine in 10 consumers have taken action after seeing a product on Instagram
  4. 85% of UK consumers think brands should cut marketing spend to combat cost of living crisis
  5. UK economy shrunk by 0.1% between April and June

Read more

Cineworld enters rescue talks as audience numbers remain low

Read more

Stranger Things season four generates over £22m in brand placement value

Read more

Iceland to offer customers loans as UK inflation hits new high

Read more

Gü invests £4.5m in brand

Read more

Key content dates for your social media next week

25 August – National Burger Day

26 August – International Dog Day, Reading Festival Begins

27 August – Notting Hill Carnival Begins

 

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.

Sources:

https://www.searchenginejournal.com/tiktok-introduces-3-types-of-shopping-ads/461788/

https://techcrunch.com/2022/08/17/tiktok-launches-new-ad-solutions-with-smarter-targeting-and-amplified-product-discovery/

https://www.tiktok.com/business/en/blog/ecommerce-ad-formats-convert-viewers-shoppers/

https://developers.google.com/search/blog/2022/08/helpful-content-update

https://www.facebook.com/business/news/business-to-business-targeting

https://www.searchenginejournal.com/google-search-console-was-reporting-incorrect-number-of-indexed-pages/461734

https://www.searchenginejournal.com/new-instagram-reels-features-include-crossposting-insights-more/461654/

https://www.searchenginejournal.com/meta-introduces-new-way-to-schedule-facebook-reels/461525/

https://techcrunch.com/2022/08/18/youtube-shorts-will-start-adding-watermarks-to-discourage-cross-platform-sharing/

https://www.thedrum.com/news/2022/08/15/ad-the-day-ipa-warns-against-marketing-budget-cuts-the-financial-times

https://ipa.co.uk/initiatives/effworks/effworks-ft-reports/cutting-marketing-budget/

https://www.cim.co.uk/newsroom/release-60-of-young-people-considering-a-career-in-marketing/

https://www.searchenginejournal.com/linkedins-20-most-popular-courses-are-free-for-now/460813/

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