In this weeks digital news to watch, a spokesperson for Google has explained that Google is still working on their ranking algorithm, indicating that more changes (for the positive) are likely on the way. Something really interesting that mentioned in the release, was a caution against trying to improve rankings of content that’s already on page one in order to rank even higher. 80% of marketing TikTok’s are underperforming, alarmingly these videos are also potentially damaging the brands. The videos have been seen to invoke negative emotions to viewers like anxiety, fear, shame and disgust.
Google Ads will phase out enhanced cost-per-click, for new Search and Display campaigns from October. With all remaining eCPC campaigns transitioning to Manual CPC by March 2025. The Competition and Markets Authority (CMA) has provisionally found that Google has engaged in anti-competitive practices within the open-display ad tech sector. And Google confirmed that their August Core Update has completed roll out, taking 19 days to complete.
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Google Ads will phase out enhanced cost-per-click
Google Ads will phase out enhanced cost-per-click (eCPC) for new Search and Display campaigns from October. With all remaining eCPC campaigns transitioning to Manual CPC by March 2025. eCPC, a basic automated bidding strategy, allowed advertisers to test automation without giving full control to Google. With its removal, advertisers are encouraged to experiment with fully automated strategies like Maximise Conversions and Maximise Conversion Value, which use machine learning to optimise performance. This change highlights Google’s shift towards greater reliance on advanced automated bidding strategies and machine learning.
Read more here.
Google’s guidance about the recent ranking update
Google’s Danny Sullivan explained more about their recent update, addressing site recoveries and cautioning against making radical changes to improve rankings. He also offered advice for publishes whose rankings didn’t improve after the last update. The main idea he was getting across is that they’re still trying to fill the gaps in surfacing high quality content from independent sites. Which is good because big brand sites don’t necessarily have the best answers.
Research: 80% of marketing TikToks are falling wide of the mark
Eight out of ten videos released by brands on TikTok are underperforming according to creative effectiveness platform Daivid. Spotlighting widespread failures by marketers on the social media network. Alarmingly, close to a quarter (24%) of these videos are potentially damaging to brands. Evoking negative emotions in viewers such as anxiety, fear, awkwardness, disgust and shame. Using its AI-powered content testing capabilities, the platform also found that just 16% of branded TikTok videos scored higher than the average Creative Effectiveness Score (CES) of 5.8 out of 10, a metric developed by Daivid that takes into account attention, emotions and memory.
CMA objects to Google’s ad tech practices in bid to help UK advertisers and publishers
The Competition and Markets Authority (CMA) has provisionally found that Google has engaged in anti-competitive practices within the open-display ad tech sector. Potentially harming UK publishers and advertisers. The CMA’s investigation reveals that Google is using its dominant position to favour its own services. Preventing competitors from offering better alternatives. Google allegedly gave its ad exchange, AdX, advantages by manipulating bids, offering exclusive access to advertisers, and prioritising AdX in auctions. This conduct has been ongoing since 2015 and may still be continuing. The CMA is now considering actions to stop these practices and will review Google’s response before making a final decision. Similar investigations by the US Department of Justice and European Commission are also underway.
Google’s August Core Update Rollout Completed
Google confirmed that their August Core Update has completed roll out, taking 19 days to complete. Guidance from this update remains the same from Google. Prioritise high quality and genuinely helpful content over quick fix tactics. If you’ve seen a drop in performance, be prepared to make long-term, substantial improvements to your site and wait for future updates to see improvements.
Survey Shows Ecommerce Strategies For 2024 Holiday Season
WooCommerce have conducted a survey to offer insights into strategies that online retailers are using to prepare for Black Friday and Cyber Monday. The top strategies reported by merchants include 26% of stores increasing inventory, alongside marketing, promotions and website optimisation. Email outreach was reported to be the most effective marketing channel for 29% of respondents. Whilst organic search follows at 25%.
Read more about the full survey so you can get prepared here.
For more information on any of these stories, or for support with your digital marketing – whether you’d like to increase your brand awareness through Digital PR, or if you’d like increase reaching your audience through SEO Marketing, get in touch with our team. Send us an email to team@modo25.com
