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Key content dates for July; GA4 replaces UA; New AI shopping experience on Bing and Edge; Best Ads of the Week & More

Welcome to this week’s Digital Discovery.

Each week we cover the latest developments and everything you need to know in the world of digital marketing. This week we cover:

  • Google Analytics 4 replaces Universal Analytics
  • Google rolls out GA4 AMP support just in time for publishers
  • Microsoft launches new AI-powered shopping tools on Bing and Edge
  • You can now exclude brand in Pmax – Google rolls out brand restriction settings to all advertisers
  • Less than 1 in 10 marketing leaders feel fully equipped for success
  • Sitemaps ping endpoint is going away
  • YouTube Test & Compare helps you pick the best video thumbnail
  • TikTok invites creators to make ads for marketers in new pilot

Plus we look at some of the best ads discovered and look ahead at key content dates coming up in July.

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

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

Google Analytics 4 replaces Universal Analytics

Google Analytics 4 (GA4) has officially replaced Universal Analytics. So that’s it, now we REALLY need to learn GA4.

At the start of this month, standard Universal Analytics properties should stop processing new data. This means that if you want to continue tracking your website traffic and analytics, you will need to migrate to GA4.

GA4 is Google’s next-generation analytics platform, and despite the learning curve, it does offer a number of new features and capabilities that are not available in UA.

Another positive, is that GA4 is more privacy-focused. It uses a number of features to protect user privacy, such as differential privacy and aggregate reporting. This means that marketers can still get valuable insights from their data without having to worry about violating user privacy.

The shutdown of UA is a significant event for the digital marketing industry. It marks the end of an era and the beginning of a new one. Marketers who are not yet using GA4 should start planning their migration as soon as possible.

Google has created a tool that will automatically create a GA4 property for you, or you can manually create one. Once you have created a GA4 property, you can connect it to your existing Universal Analytics property. This will allow you to view your historical data in GA4.

What about Google Ads?

If you use Universal Analytics data in your Google Ads account, don’t forget you will need to migrate this all over to your GA4 property. You will also need to import your Universal Analytics conversions into GA4 if you want to use them for bidding or remarketing.

Timeline for the Shutdown of Universal Analytics

  • March 2023: Google will automatically create a GA4 property for you if you do not opt out.
  • 1 July, 2023: Universal Analytics properties will stop processing new data.
  • 1 July, 2024: All users will lose access to the Universal Analytics user interface and API.

 

Google rolls out GA4 AMP support just in time for publishers

Google has rolled out AMP support in Google Analytics 4 (GA4) for all publishers. This means that publishers can now continue to track their AMP performance in the same way as they did with Universal Analytics (UA).

The deadline for migrating to GA4 has passed, so UA will no longer process new data. This means that publishers who are using AMP will need to switch to GA4 if they want to continue tracking their performance.

The AMP support in GA4 is a critical addition for publishers. AMP is a web development framework that helps publishers create fast-loading mobile pages. This can improve the user experience and lead to more engagement and conversions.

The GA4 integration with AMP will allow publishers to track a variety of metrics, including page views, session duration, and bounce rate. This data can be used to optimize AMP pages and improve the overall user experience.

Find out more here

 

Microsoft launches new AI-powered shopping tools on Bing and Edge

Microsoft has announced new AI-powered shopping tools that aim to help users shop and save with confidence. The new tools include:

  • Price match monitors: These tools will show users the price history of a product after they purchase it. This way, users can request a price match from the store they bought it from if the price drops after they make their purchase. See it in action here
  • AI-generated buying guides: These guides will use AI to provide users with product suggestions, specifications, and comparisons. They will also generate top insights and popular opinions about the products. See it in action here
  • Review summaries: These summaries will provide users with a quick overview of what customers are saying online about a product. They will also use AI to generate top insights and popular opinions about the products. See it in action here

The new shopping tools are available now in the Bing search engine and the Edge browser.

Why it matters: The new shopping tools from Microsoft are a significant development in the field of AI-powered search. They offer users a more comprehensive and informative way to shop online, and they could help users save money on their purchases.

This is also a great opportunity for advertisers and shop owners to get more coverage of their products online. It is vital to ensure Bing is being taken seriously even though we all know tha Google won’t be too far behind Bing with this offering either…

The price match monitors are particularly useful for users who are looking for the best possible deal on a product. By showing users the price history of a product, the monitors can help users identify if a product is currently on sale or if it is likely to go on sale in the future.

The AI-generated buying guides are also a valuable resource for users who are looking for more information about a product. The guides can provide users with a quick overview of the product’s features, specifications, and reviews. They can also help users compare different products side-by-side.

The review summaries are a helpful way for users to quickly get a sense of what other customers think about a product. The summaries can provide users with a summary of the product’s pros and cons, as well as a list of the most common complaints and praises.

Overall, the new shopping tools from Microsoft offer users a more comprehensive and informative way to shop online. They could help users save money on their purchases and make more informed decisions about their purchases.

 

Ads of the week

American Pie meets DoorDash

Air BNB impressive out of home campaign

No alt text provided for this image
No alt text provided for this image

View more here: https://www.elizabethbassett.com/airbnb-categories

 

You can now exclude brand in Pmax – Google rolls out brand restriction settings to all advertisers

Google has rolled out brand restriction settings to all advertisers, giving them more control over where their ads appear online. The new settings allow advertisers to exclude their own brand terms from their Performance Max campaigns, as well as exclude brand terms from broad match keywords in their Search campaigns.

Why it matters: Brand restrictions can help advertisers to avoid bidding on their own brand terms, which can waste advertising budget and lead to cannibalisation of their own conversions. Previously for Pmax, advertisers would have to reach out to a Google rep to apply a brand restriction.

Overall, the new brand restriction settings give advertisers more control over where their ads appear online. This can help them to improve the efficiency of their campaigns and protect their brand.

Read more here

 

Less than 1 in 10 marketing leaders feel fully equipped for success

A recent study by GfK found that less than one in 10 marketing leaders feel fully equipped for success across three key areas: impact, alignment, and investment. The study found that while many marketing leaders feel they have the necessary resources in at least one of these areas, few feel properly equipped across all three.

The study also found that one in four marketing leaders feel their company has a purpose beyond commercial goals and also that brand plays a meaningful role in driving commercial success at their company. In companies where marketers identify a strong purpose, marketing is more likely to play a bigger role. For example, in those companies where marketing leaders identify a strong purpose, more than eight in 10 include product development as the responsibility of marketing, compared to a 69% average across all respondents.

Finally, the study found that marketing decision makers are prioritising brand investment, even in tough economic times. Over half (52%) of the respondents report spending more than seven in 10 of their marketing dollars on long-term brand-building.

 

Other News

  • Sitemaps ping endpoint is going away. Instead, Google is recommending an accurate lastmod date in your Sitemap file. Read more
  • YouTube Test & Compare helps you pick the best video thumbnail

  • TikTok invites creators to make ads for marketers in new pilot. Read more

 

KEY CONTENT DATES

01 July 2023: Tour de France (1st-23rd) Begins, Canada Day, International Joke Day

02 July 2023: World UFO Day

03 July 2023: Wimbledon (3rd to 16th) Begins

04 July 2023: Independence Day (US)

07 July 2023: World Chocolate Day, British Grand Prix (7th-9th) Begins

11 July 2023: World Population Day

12 July 2023: Simplicity Day, Malala Day

13 July 2023: International French Fry Day

14 July 2023: Bastille Day, National Mac and Cheese Day

15 July 2023: Give Something Away Day, World Youth Skills Day

16 July 2023: National Cherry Day, Ice Cream Day

17 July 2023: World Day for International Justice, World Emoji Day

18 July 2023: Nelson Mandela International Day

19 July 2023: National Hot Dog Day

20 July 2023: FIFA Women’s World Cup (20th July to 20th Aug) Begins, Get to Know Your Customers Day (Third Thursday of every quarter), International Chess Day

24 July 2023: National Tequila Day

28 July 2023: World Hepatitis Day

30 July 2023: International Day of Friendship

31 July 2023: National Avocado 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.

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