A recap of some updates and additions happened in the Digital marketing world in July 2021. Digital Marketing Roundup July 2021.
- Google Imposes Regulatory Operating Costs For Ads.
Starting from October 1 Google will have an additional fee of 2% for ads served in India. They are sending emails regarding this surcharge to Google advertisers. The charge applies to ads purchased through Google Ads and for YouTube placements purchased on a reservation basis.
- Video Extension For Advertisers In Microsoft Ads
Microsoft has a new addition - video extension- to its advertising platform, which offers to combine video with other ad extensions.
As Microsoft explains, “This is a great way to provide enriching content to those searching for your offerings. Advertisers can set up an action link on the video overlay which will take users to your website or a specific page of choice where conversions occur:”
Read more at https://about.ads.microsoft.com/en-us/blog/post/july-2021/video-extensions-stand-out-with-eye-catching-video-ads?feed=blogposts
- Google Is Rolling Out A New Webspam Algorithm
Another algorithm update is rolling out to fight link spam. As Google informed in their official blog, this is to identify and nullify link farms.
More details at: https://developers.google.com/search/blog/2021/07/link-tagging-and-link-spam-update
- Google Drops Amp Label In Mobile Search Results
The AMP lightning button is not appearing in Google’s mobile search result as Search Engine Land reports. They say this update is to improve the page experience. AS a results, AMP result may get fewer clicks.
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- Twitter Introduces Shopping On Its Platform
Twitter added a shopping experience with features like product collections, product pages collections, and a ‘Buy Now’ button. They release a pilot of the shop module, where businesses can showcase their products. It is placed on top of a profile, and users can view it as a carousel. One can click and see the details of the project and can buy without leaving Twitter. This is available to some companies only as it is still in test mode.
Announcement: https://blog.twitter.com/en_us/topics/product/2021/twitter-shopping--testing-shoppable-profiles-on-twitter
- More Safety Features For Youngsters On Instagram
Instagram made some major updates to create a safer experience online for young people under 18 years. By default, their accounts will be private. And they said they made some changes to make it difficult for suspicious accounts to find young people. Instagram also has some updates in advertisement policy, now advertisers can reach these youngsters based on their age, gender, and location, and not any other factors.
More details at: https://about.instagram.com/blog/announcements/giving-young-people-a-safer-more-private-experience
Snapchat Introduces Campaign Lab For Advertisers
The campaign lab is a place to experiment with ads which will enable marketers to run split tests, view full results, and get recommendations on next steps.
As explained by Snapchat:
"[Campgin Lab] includes actions, insights, and learning agendas to help you understand where to start your tests, form hypotheses, identify what’s working, and take action accordingly to inform your campaign strategy."
Announcement: https://forbusiness.snapchat.com/blog/introducing-campaign-lab
- Instagram Expands Its Insights Data To 60 Days
Instagram has increased its data tracking period of the insights to 60 days from 30 days. They have added a calendar tool where users can select the rate range.
As per Instagram VP of Product Vishal Shah:
"We're doubling the timeframe to 60 days for now (it'll be 90 later this summer). We’ll keep making updates based on feedback and share more when we can."
