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More Google updates to be aware of; HFSS u-turn backlash; YouTube monetises Shorts; Best ads of the week; Key content dates for next week

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 more updates from Google that SEOs should be aware of, site extensions for Google Search Ads gets a rebrand to ‘Assets’, and new prime minister Liz Truss faces backlash on proposals to scrap sugar tax and HFSS rules. We also cover the new Semrush integration into Wix and YouTube’s new monetisation offer for creators of Shorts.

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…

More Google updates this month

On 20 September Google released yet another update. This time, the fifth instalment of its product review update. Obviously, this latest update should only affect sites that produce product reviews.

Site owners should also be wary that the September Core update is also still rolling out and some in the industry believe the core update will build upon the ‘helpful content’ update in August.

You can use the Semrush sensor tool to monitor Google SERP volatility from the last 30 days here: https://www.semrush.com/sensor/

Read more about Google’s guidance for product reviews

Read more about Google’s helpful content update

If you experience a noticeable drop in organic traffic following a Google update you should check the Semrush sensor tool. Google also recommends ensuring your site follows all of their guidelines on content, which essentially means, producing the best content that you can.

Google rebrands ad extensions to assets and streamlines the creation process

Ad extensions on Google Search Ads are the additional snippets of information such as sitelinks, callouts, promotion, images etc that advertisers can add help improve the click through rates.

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The extensions are now being rebranded as ‘assets’ and advertisers will now be able to create these more easily as they will be streamlined into the main campaign creation.

Google states that this will help make it easy for advertisers to set up their ads for success from the start.

PM Liz Truss faces backlash over HFSS u-turn

Last week I mentioned reports that the new government were looking to scrap the new rules on foods high in fats, sugar and salt. It has also been reported that new PM Liz Truss is looking at scrapping the ‘sugar tax’ that was introduced in 2018.

Liz Truss is now facing a backlash from health experts who have called the move both ‘dangerous’ and ‘non-sensical’. There are also legal and parliamentary procedural obstacles to overcome.

Truss believes that the state should not control what people eat and that the existing sugar tax and new HFSS rules punishes those on the lowest income, especially during the cost of living crisis.

Recent data from trial stores show that banning HFSS promotions have led to sales dropping by 20% year on year for impacted brands. While HFSS compliant brands saw a 10% growth in sales.

Wix announces Semrush integration

Wix users can now access keyword data from Semrush directly through the Wix dashboard. While users can get started for free, a paid Semrush plan will be needed to get data on more than 10 keywords.

The integration will help users identify keywords to target before completing the ‘Wix SEO Setup Checklist’.

New ways for creators to earn from YouTube Shorts

As the short-form video market continues to explode, YouTube have announced new monetising opportunities for creators using Shorts. The new move will increase competition between between TikTok, Meta and Google who are all fighting for creators to use their platforms and grab our attention.

In the announcement, YouTube boasted over 30bn daily views and 1.5bn monthly logged in-users for short-form video content.

Due for release in early 2023, creators using YouTube Shorts will be allocated a share of all advertising revenue generated from ads placed between Shorts, from which they can keep 45%.

Ads of the week

Quorn Deli Slices

New ‘food porn’ ad from Quorn Foods promotes meat-free deli range with ‘why choose an alternative’ message with hilarious shot to puppet pig, cow and chicken.

Dominos Tweet

Jumping on the Holly and Phil backlash (Which is ridiculous in my opinion!!) Dominos use the situation with a clever tweet.

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DFS – Animal ‘Thingdom’

Clever advert from DFS uses clever animal habitats to promote individuality and embracing your ‘thing’ – which you can conveniently find at DFS…

Key content dates for your social media next week

26 September: European Day of Languages

27 September: World Tourism Day

28 September: World Rabies Day

29 September: World Heart Day

30 September: International Podcast Day

October

Black History Month (UK)

Breast Cancer Awareness Month

Stoptober – quit smoking campaign

01 October: International Day of Older Persons, International Coffee Day, World Vegetarian Day

02 October: London Marathon Day, International Day of Nonviolence

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/google-september-2022-product-review-algorithm-update/465021/

https://www.searchenginejournal.com/google-update-soft-penalty/465144/

https://blog.google/products/ads-commerce/create-engaging-ads/

https://searchengineland.com/google-ad-extensions-are-being-rebranded-as-assets-387983

https://www.theguardian.com/society/2022/sep/19/truss-plan-to-axe-sugar-tax-runs-into-legal-and-parliamentary-hitches

https://www.thegrocer.co.uk/health/stores-trialling-looming-hfss-promotions-ban-see-sales-fall-by-up-to-a-fifth-finds-study/671654.article

https://www.grocerygazette.co.uk/2022/09/20/liz-truss-ditch-sugar-tax/

https://www.searchenginejournal.com/wix-semrush-integration/465187/

https://www.searchenginejournal.com/youtube-monetizing-shorts/465139/

https://blog.youtube/news-and-events/supporting-the-next-wave-of-creative-entrepreneurs/

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