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Updates from Google’s Search Ads Week 2023; Cookieless future Chrome FLEDGE update; Best advert of 2022; Key content dates in March

Welcome to this week’s Digital Discovery (Better late than never!). Each week we cover the latest developments and everything you need to know in the world of digital marketing.

This week we cover:

  • AI-powered assets for Search Ads
  • ‘New customer’ acquisition goal
  • Google Ads location options update
  • New guide: Inside Search Automation with Google Ads
  • Audience management GA4 to Google Ads
  • Cookieless future: Chrome FLEDGE update
  • New Bing AI chat will be incorporated into Bing Webmaster Tools
  • Asda’s Christmas advert with Elf is the best of 2022

Plus we look at 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’s Search Ads Week 2023

This week’s event prompted several announcements and new features that advertisers should know about…

AI-powered assets for Search Ads

To help advertisers come up with headlines and descriptions for their Search Ads campaign, Google have announced a feature called “automatically created assets” which generates new ad components based on an advertiser’s existing assets and landing page. This feature allows responsive search ads to exhibit the most effective combination of assets to potential customers.

Currently, the open beta for automatically generated assets is available to all English-speaking advertisers. Early adopters who have utilised this feature for headlines and descriptions have experienced an average conversion increase of 2%, while maintaining a similar cost per conversion, among ad groups that use responsive search ads.

Read more: https://support.google.com/google-ads/answer/13352636

‘New customer’ acquisition goal

Google has globally introduced a fresh customer acquisition goal for Search and Performance Max campaigns. This goal leverages Smart Bidding and first-party data to optimise campaigns and attract new customers during peak periods. When coupled with bidding strategies such as Maximise Conversion Value with a Target ROAS, advertisers can prioritise and target high-value customers.

Advertisers have the choice to optimise their campaign by bidding higher for new customers or solely bidding for new customers.

Read more: https://support.google.com/google-ads/answer/12080169

 

Google Ads location options update

Effective March 2023, Google Ads will discontinue ‘Search interest’ targeting and ‘Presence or interest’ exclusion. This modification aims to streamline the location targeting portfolio and enhance ad performance.

Campaigns utilizing ‘Search interest’ targeting will be shifted to ‘Presence or interest’ targeting, whereas campaigns using ‘Presence or interest’ exclusion will be transferred to ‘Presence’ exclusion. These changes will apply to Search, Display, Performance Max, and Shopping campaigns consistently. It is possible that your reach will increase after the implementation of these changes, and we suggest that you keep an eye on performance.

Read more: https://support.google.com/google-ads/answer/1722038

 

Unlock the Power of Search: Inside Search Automation with Google Ads

A new comprehensive guide has been released during Google’s Search Ads Week 2023, providing a unique behind-the-scenes glimpse into its keyword-matching system for search ads.

To achieve better results, advertisers can optimise their campaigns by gaining an understanding of Google Ads keyword-matching process.

Google’s guide provides a comprehensive breakdown of the system, which includes how the company utilises machine learning and natural language understanding technologies to determine keyword eligibility, and how the responsive search ads creative system selects the best-performing creative for users.

It is essential to note that grouping keywords is critical to campaign optimisation. By eliminating the need to add the same keyword in multiple match types, advertisers can avoid segmenting and reducing the available data that Smart Bidding can use for optimisation, which can result in fewer conversions and higher costs.

The guide is an invaluable resource for digital marketers seeking to enhance their Google Ads campaigns. Incorporating the insights and best practices outlined in the guide can boost the chances of success and drive more conversions.

 

Audience management GA4 to Google Ads

Google is planning to integrate the Google Analytics 4 audience builder into Google Ads in the upcoming months, making it more convenient to generate and implement audiences from Google Analytics 4 to Google Ads campaigns.

To facilitate this feature, Google Ads is launching a new cross-product access management model. This model enables a Google Analytics 4 property Admin to grant explicit permissions to users in a linked Google Ads account. The Google Analytics admin can assign roles with different permissions available in Google Ads, such as Administrator, Standard, or Read only. These roles will determine access to Analytics features embedded in Google Ads, such as the ability to create Analytics audiences directly in Google Ads.

Cookieless future: Chrome FLEDGE update

After Google postponed third-party cookie deprecation until 2024, marketers have been wondering about the next steps.

To address user privacy concerns, Google created the Privacy Sandbox, which contains several proposals that cater to the needs of both consumers and advertisers.

Among these proposals is FLEDGE, which was first introduced in January 2021.

Recently, Google released a significant update on the search engine auction features of FLEDGE, more than two years after its initial introduction.

 

New Bing AI chat will be incorporated into Bing Webmaster Tools

Bing Webmaster Tools will include new reporting and tools to assist site owners, publishers, and content creators in analysing the traffic generated by the AI chat feature.

These features will be incorporated into the Bing performance report and will provide valuable metrics such as impressions, clicks, click-through rates, and other data.

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https://twitter.com/jenstar/status/1630587019788267522

 

ADS OF THE WEEK

Nandos | This must be the place

I’ll support any advert with Arsenal representation

ASDA | Romaine calm

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Always Lidl on price

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OAT-LY! | Spam Newsletter

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Asda’s Christmas advert with Elf is the best of 2022

A recent study conducted by System1 and ITV has revealed that Asda’s ‘Have your Elf a Merry Christmas’ ad is the top-performing ad of 2022. The ad, which features the character Buddy the Elf played by Will Ferrell, inserted into an Asda store, received an outstanding score of 5.9 stars on System1’s Test Your Ad platform.

KEY CONTENT DATES

March

  • 01 March 2023: St David’s Day, Zero Discrimination Day
  • 02 March 2023: World Book Day
  • 03 March 2023: World Hearing Day, World Wildlife Day, National Employee Appreciation Day, National Day of Unplugging (sundown-to-sundown 3rd-4th)
  • 04 March 2023: National Grammar Day
  • 06 March 2023: National Oreo Cookie Day, British Pie Week (6th-12th) Begins
  • 07 March 2023: Holi
  • 08 March 2023: International Women’s Day, National Proofreading Day, National No Smoking Day
  • 09 March 2023: International School Meals Day, World Kidney Day
  • 10 March 2023: National Pack Your Lunch Day
  • 11 March 2023: World Plumbing Day, National Worship of Tools Day
  • 12 March 2023: 95th Academy Awards
  • 13 March 2023: National Napping Day
  • 14 March 2023: Pi Day
  • 15 March 2023: World Contact Day, World Consumer Rights Day
  • 17 March 2023: St. Patrick’s Day, Red Nose Day, World Sleep Day
  • 18 March 2023: Global Recycling Day, National Awkward Moments Day
  • 19 March 2023: Mother’s Day (UK), National Let’s Laugh Day
  • 20 March 2023: First Day of Spring, International Day of Happiness, World Storytelling Day, World Oral Health Day
  • 21 March 2023: International Day for the Elimination of Racial Discrimination, World Poetry Day
  • 22 March 2023: Ramadan Begins, World Water Day
  • 23 March 2023: World Meteorological Day, National Puppy Day
  • 25 March 2023: International Waffle Day, Wear a Hat Day (UK), Earth Hour Day
  • 26 March 2023: Purple Day (Epilepsy Awareness Day), BST starts
  • 30 March 2023: National Doctor’s Day
  • 31 March 2023: World Backup 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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