This week: AI, ads, and innovation at Google Marketing Live 2024 as platforms pivot, Pinterest and Meta boost with AI tools, and AI AdTech leads as cookies crumble
Google updated its Ads platform with brand inclusions for broad match, brand exclusions across all match types, better search term visibility, and easier blocking of misspelled searches.
These updates enhance ad performance, provide greater brand control, and improve query visibility, making ad management more efficient.
Advertisers should integrate new brand controls, utilize enhanced search term reports, and adjust negative keyword strategies to optimize campaigns.
Platforms like Pinterest and Snapchat are distancing themselves from the "social media" label, with Pinterest calling itself an alternative to traditional social platforms and Snap emphasizing unique features through its campaign.
These platforms face challenges like misinformation and regulatory scrutiny while trying to attract ad dollars. Despite their rebranding efforts, advertisers prioritize platforms with effective audience engagement and ad tools, contributing to continued growth in social ad spending.
Advertisers should stay informed about platform changes and their implications for audience engagement and brand safety. They should adapt strategies to align with platforms that enhance positive user experiences and community engagement, while evaluating regulatory risks and considering platforms that offer robust ad targeting capabilities.
Starting next week, iOS advertisers on Facebook and Instagram will face a 30% fee to Apple, expanding a policy first implemented in the U.S. to all regions.
This fee increases ad costs, potentially impacting budgets and deterring mobile ad boosts. Meta and regulators criticize it as anti-competitive.
Advertisers should use desktop PCs to purchase ads and follow Meta’s guidelines to avoid the 30% fee.
Google has announced the expansion of Local Service Ads (LSAs) to Google Maps, starting with the iOS version of the app. This means LSAs will now appear alongside regular search results on the Maps platform.
This expansion significantly increases the visibility of LSAs to users searching for local services on Google Maps, potentially driving more leads and business opportunities for advertisers participating in the LSA program.
Advertisers currently using LSAs should review their settings and strategy to ensure they are optimized for both Google Search and now Google Maps. It's essential to monitor performance metrics closely and adjust bids and budgets as necessary to capitalize on this new advertising channel effectively.
Amazon has introduced major updates to its Sponsored Brands advertising in 2024, including enhanced targeting, new ad formats like video and interactive ads, advanced analytics, AI-powered optimization, and deeper integration with the Amazon Marketing Cloud.
These updates enable advertisers to target audiences more precisely, engage with compelling ad formats, and gain deeper insights into campaign performance. Integration with the Amazon Marketing Cloud enhances cross-channel campaign synchronization, improving overall marketing efficiency.
Advertisers should use enhanced targeting to refine audience segmentation based on demographics, behaviors, and interests. They should leverage new ad formats to create engaging brand experiences and use advanced analytics for real-time campaign optimization. Implement AI-powered features to automate bidding and ad placement adjustments for optimal performance.