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Targeting removed (& added) for YouTube Ads; New Spam algorithm update; Search gets mobile redesign; New TikTok features; Best ads of the week & more

Welcome to this week’s Digital Discovery – everything you need to know in the world of digital marketing over the last week.

This week includes:

  • Google Ads to discontinue YouTube channel and video targeting
  • Google Ads release seasonal video templates
  • New YouTube targeting released
  • New October 2022 spam algorithm update from Google
  • Google Search redesign on mobile
  • Meta rolls out branded content on Reels
  • New TikTok features and security
  • Asos CEO blames acquisition slowdown on ‘insufficient’ brand spend
  • Fifth of B2B marketers say proving effectiveness is their ‘biggest challenge’
  • Netflix ad-supported inventory ‘nearly sold out’ ahead of November launch
  • Amazon to launch UK insurance comparison site

Finally, we cover 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…

Google Ads to discontinue YouTube channel and video targeting

According to a Google Ads help article, content targeting on video campaigns will be discontinued in 2023. This means advertisers will no longer be able to target particular keywords, topics and placements (such as YouTube channels, videos and apps).

Boo!

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The news is a major blow to advertisers, like myself, who rely on matching advertising campaigns to placements that are highly relevant to target audiences.

For existing campaigns, the article states: “All existing content targeting settings will be automatically removed from video campaigns that drive conversions.”

In a response to Search Engine Land, Google have said:

“In the coming year, we will no longer offer contextual targeting to Video Action campaigns. Contextual targeting can unintentionally restrict reach and performance for most Video Action Campaign advertisers, and we’ve found when removing keyword and topic targeting, advertisers saw performance benefits. It will remain available for other campaign types on YouTube ads.”

Thankfully, other campaign types will remain unaffected. But this is yet another example of digital marketers losing their ability to manually control paid campaigns.

Google Ads release seasonal video templates

New video ad templates have been released by Google Ads to help advertisers promote their brands ahead of key seasonal events.

Video ad templates have been created for:

  • Diwali
  • Hanukkah
  • Christmas
  • Seasonal sales such as Black Friday and Cyber Monday

With more promised in the coming months.

All templates can be customised with logos, colours and text to fit your brand. The video will then be available in any campaign that accepts video assets.

New YouTube targeting released

Google has announced three new ways you can tap into the “YouTube Effect” across streaming, shopping and audio.

  1. Moment Blast – gives advertisers prime positioning on YouTube Select content on connected TVs (CTV) and other devices, plus a Branded Title Card and optional Masthead placement.
  2.  Expanded product feeds for Discovery Ads – Advertisers can already use product feeds on YouTube and Shorts. Google is expanding this to Discovery ads to help scale your social media creative and reach even more engaged viewers. These features will be available on November 10.
  3. Audio ads – now globally available, audio ads are designed to reach people on audio surfaces and in listening-first states. Podcast targeting is also now available globally.

New October 2022 spam algorithm update from Google

Released on 19 October 2022 and completed today, 21 October 2022, Google’s spam update aims to punish the more spammy side of the search results.

Most site owners who follow best practice and Google’s spam policies needn’t worry about the roll out. However, a large fall in traffic could indicate that you’ve been affected.

Google Search redesign on mobile

Google has rolled out site names and favicons to both ads and organic listings. In addition to this, Google is removing the “Ad” label in favour of a new “Sponsored” tag.

You can see the changes here:

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Meta rolls out branded content on Reels

Meta has rolled out Branded Content on Reels, so creators can now use the ‘Paid Partnerships with’ label on organic posts, and participating sponsors will be able to easily convert them to Branded Content Ads.

Policies and restrictions can be downloaded here: https://www.facebook.com/business/f/815940546223973

New TikTok features and security

Over the last week TikTok has been busy releasing new features for its users and advertisers. Let’s jump into the updates

TikTok has a new Focused View campaign objective.

In a blog post, TikTok states:

“Focused View is the new evolution of our current video view objective on TikTok. The Focused View optimization will deliver ads to users who are most likely to actively engage with an ad — by viewing it for at least 6 seconds OR by interacting with the video within the first 6 seconds (whichever comes first)”

Three new features are announced for TikTok LIVE

  1. The introduction of Multi-Guest – up to five guests
  2. Increasing the LIVE minimum age from 16 to 18
  3. Introducing safety reminders for all LIVE guests

You can read the full announcement from TikTok here.

TikTok launches new Smart Performance Campaigns

The new campaign type mirrors Google’s smart and Performance Max campaign types which require advertisers to put their full trust into the platform’s AI and machine learning systems.

TikTok state: “Smart Performance Campaign is our first end to end automation solution that leverages machine learning to optimize for best performance and marketing goals.”

Ads of the week

Barnardo’s | BIG IF TV Spot 2022

New campaign from Barnardo’s to raise awareness and drive support for families during the cost-of-living crisis

It’s How We Talk – STAMMA

A new campaign highlighting the many misconceptions those with a stammer experience

Archer Roose Wines Presents: Talking Wine with Elizabeth Banks I Wine Tasting in the Metaverse

Ocean Spray® | :60 Power Your Holidays.™

This one actually made us wiggle! Funny and creative ad from Ocean Spray

Ryanair wave goodbye to Liz truss

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Marketing news to know about this week

Asos CEO blames acquisition slowdown on ‘insufficient’ brand spend

Asos’s new CEO José Antonio Ramos Calamonte is blaming “insufficient” brand investment and an over-reliance on promotions with driving a slowdown in customer acquisition over the past year.

Read more

Fifth of B2B marketers say proving effectiveness is their ‘biggest challenge’

LinkedIn’s global B2B Marketer Sentiment Study of 1,700 senior marketing decision makers reveals that measuring campaign effectiveness and proving the return on investment (ROI) of marketing spend is the biggest challenge facing B2B marketers globally at present, with 21% identifying this as their top concern.

Read more

Netflix ad-supported inventory ‘nearly sold out’ ahead of November launch

The ad-supported plan will cost subscribers £4.99 per month when it launches in the UK on 3 November, and show an average of four to five minutes of ads per hour. There will be “tight” frequency caps to prevent members from seeing the same ad repeatedly.

Read more

Amazon to launch UK insurance comparison site

Amazon is to enter the UK insurance market in an attempt to challenge the big four price comparison sites and succeed where its rival Google failed.

Read more

 

Key content dates for your social media next week

  • 24 October 2022: Diwali, United Nations Day
  • 25 October 2022: World Pasta Day
  • 30 October 2022: Clocks Go Back, Checklist Day
  • 31 October 2022: Halloween, World Cities Day

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://searchengineland.com/google-ads-to-discontinue-content-targeting-for-youtube-conversion-campaigns-in-2023-388683

https://www.searchenginejournal.com/google-ads-rolls-out-new-video-ad-templates/468375/

https://support.google.com/google-ads/answer/12847010

https://www.searchenginejournal.com/google-makes-audio-ads-available-to-all-advertisers/468237/

https://blog.google/products/ads-commerce/the-youtube-effect-new-ways-to-reach-engaged-audiences/

https://searchengineland.com/3-new-youtube-streaming-shopping-and-audio-features-388783

https://www.searchenginejournal.com/google-spam-algorithm-update-rolling-out-now/468297/

https://searchengineland.com/google-releases-october-2022-spam-update-388880

https://www.searchenginejournal.com/google-makes-ads-more-distinguishable-from-organic-results/468042/

https://searchengineland.com/google-ads-label-is-now-a-bold-black-text-sponsored-label-388715

https://www.searchenginejournal.com/google-site-names/467892/

https://searchengineland.com/google-rolling-out-site-names-and-updated-favicon-logos-in-search-results-388714

https://developers.google.com/search/blog/2022/10/introducing-site-names-on-search?hl=en

https://www.searchenginejournal.com/microsoft-bing-is-getting-an-ai-image-generator/467865/

https://searchengineland.com/meta-rolls-out-branded-content-on-reels-388801

https://searchengineland.com/3-new-tiktok-live-features-updates-and-policies-388779

https://searchengineland.com/tiktok-has-a-new-focused-view-campaign-objective-388771

https://searchengineland.com/a-look-inside-tiktoks-new-automated-smart-performance-campaigns-388831

https://www.tiktok.com/business/en/blog/tiktok-world-focused-view

https://www.tiktok.com/business/en-US/blog/tiktok-world-smart-performance-campaign

https://www.marketingweek.com/asos-ceo-blames-underinvestment-marketing/

https://www.marketingweek.com/media-budgets-fall-covid/

https://www.marketingweek.com/fifth-b2b-marketers-effectiveness-challenge/

https://www.marketingweek.com/netflix-ads-sold-out/

https://www.theguardian.com/money/2022/oct/19/amazon-to-launch-uk-insurance-comparison-site

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