Marketing Midday – April 10, 2023
Welcome to Marketing Midday, an up-to-date report on the latest digital marketing headlines. In this post,
we discuss
3 top headlines:
1. Apple’s Business Connect will make ranking on Apple Maps easier for local businesses, and business owners should take note.
2. Google Analytics 4 will allow marketers to modify and create events using regular expressions, or regex, to expedite transfer from Universal Analytics to the new platform.
3. Google seeks to provide more transparency to users via their new Ads Transparency Center. More on what this means for marketers coming up.
1. Apple’s Business Connect Makes Ranking on Apple Maps Easier
According to Moz, Apple is taking Maps more seriously, and it recommends that local business owners do the same. Apple Maps has risen to challenge Google’s domination in the local search space with Apple Business Connect, a program that will make it easier for businesses to rank in Apple Maps. Moz author Miriam Ellis writes, “This is a big step for Apple and a signal to anyone involved in marketing local businesses to take a closer look at why they need to be listed someplace other than Google!”
Why should local businesses care about getting listed on Apple Maps? First and foremost, Apple is prevalent. It’s estimated that there will be nearly 137 million US iPhone users this year, and Apple Maps is the default mapping application on the iPhone. Simply put, local business owners should consider looking beyond Google Business Profiles and get a jump start on Apple Business Connect.
2. Google Analytics 4 Now Helps Marketers Migrate From Universal Analytics
Marketers invested in Google Analytics 4 can now modify and create events using regular expressions, or regex, within the platform, Search Engine Land writes. What does this mean for marketers? Search Engine Land author Barry Schwartz states, “This can help you migrate destinations and event goals from Universal Analytics to Google Analytics 4 in a more programmatic fashion.” As the deadline for GA4 migration from Universal Analytics approaches – just over 80 days away – marketers may find themselves rushing to migrate all their goals and events as well. Regex can be a powerful way to match old events and migrate them programmatically.
3. Google’s Ad Transparency Center Allows Users to Search for Ads
Google is seeking to provide more transparency on the ads served to users, according to Social Media Today. The new Google Ad Transparency Center provides a means to search for ads by topic, advertiser, or website. According to Google: “The Ads Transparency Center is a searchable hub of all ads served from verified advertisers. This one-stop shop was designed with you in mind by ensuring you have easy access to information about the ads you see from Google.” Beyond searching for ads, users can block or report ads they find from these listings. How can digital marketers benefit from the new ad center? Though it is not as in-depth as Facebook’s Ads Library, the examples and platform details provide some valuable pointers as to how brands are using Google’s ad options.
Keep Up With The Latest Digital Marketing Headlines
Those are our top 3 stories of the week! Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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