Marketing Midday - September 19, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Google is making updates to ad-destination requirements, which could get your ads disapproved.
2. Two updates from Instagram: the platform is cutting back on shopping features, bad news for ecommerce brands. Insta is also testing a native repost feature.
3. Microsoft launched a new solution that allows advertisers to manage ads for multiple platforms in one place.
4. Twitter added Snapchat, Instagram, and LinkedIn sharing buttons so users can share tweets directly on other social platforms.
5. 97% of B2B audiences are more receptive to sales communication from a business after consuming its video content.
Google is Updating Ad-destination Requirements
According to Search Engine Land, Google is updating their ad-destination-requirements-policy in October to conform to the Coalition for Better Ads. Along with compelling ad copy and imagery, the key to any campaign is the ease with which the user can navigate the destination page. The updated requirements ensure that destination pages match the content of the ad, provide original value, and are easy to navigate.
Advertisers concerned their campaigns will be affected should check the requirements to ensure their destination pages are in line.
Instagram Rolled Out Two New Updates
Ecommerce brands are in for a challenge when it comes to promoting products on Instagram. According to Search Engine Land, an internal memo written to Instagram staff stated that the Shopping page would eventually disappear “given shifts in company priorities.” Many have criticized Instagram recently for focusing too much on Reels, and this latest departure from shopping seems to be another attempt to double down on video.
In other Instagram news, Social Media Today reported that the platform is testing a repost feature which will allow users to share posts to their feed. Sharing posts from other users has been limited to Stories, so this new feature will allow users to share directly to their feed. The feature is currently being tested with a select group of users, and Instagram has not shared any details about when this will roll out to all.
Microsoft Released Multi-Platform Ad Management
Tired of managing your ads on multiple ad management platforms? Well, Microsoft may have the solution for you, Search Engine Land stated. A new feature from Microsoft, the Multi-Platform, will allow users to manage ads on Microsoft, Google, Facebook, and Instagram within one interface.
The Multi-Platform seems convenient for advertisers, but there are a number of unanswered questions regarding how the platform will manage auction-budgets on Google and Facebook, and if audiences will be pulled from Facebook into Microsoft or if Microsoft will present its own audience targeting options.
Twitter Added New Sharing Options
According to Social Media Today, Twitter added a number of new sharing options, including LinkedIn, on all devices, and Snapchat and Instagram Stories for Android. These options will allow users to share relevant tweets directly to their favorite platforms while allowing Twitter to track sharing activity.
Twitter continues to claim that millions of people engage with tweets without being logged into the app, primarily through screenshotted tweets that are shared on other platforms or sent directly to friends, boasting a far bigger cultural influence than the number of monthly active users suggests. It will be interesting to see if these new sharing options provide more data around tweet engagement outside of Twitter.
Video Can Enhance Your SEO Strategy
Video could be a game changer for your SEO strategy. According to Moz, one third of search queries feature the video carousel. Video carousels take up a good part of the search engine results page on desktop and the entire screen on mobile.
Searchers must scroll past the video carousel to see other results, including video rich snippets, enhanced search snippets that display a video thumbnail next to your link and directs the searcher to your website, not to YouTube.
To earn a video rich snippet, you must embed a video on your page and use video schema. An ideal ranking includes your video in the video carousel on page 1 of the SERP and a video rich snippet on the same page.
Keep Up With the Latest Digital Marketing Headlines
Those are our top 5 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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