Happy Halloween from the Modo25 team! There have been some scarily good stories in digital marketing this week, Tom and Kylie have rounded up the PPC and SEO headlines to scare, ahem, share with you. From Performance Max updates to shares in Meta following declining platform growth. Here’s this week’s digital news to watch.
Google Performance Max campaigns can now be imported through the new Microsoft Ads import tool, in the hope that this will save digital marketers time replicating these manually as Smart Shopping campaigns in Microsoft Ads. Because Microsoft Ads doesn’t currently support Performance Max campaigns, any of these imported over will be mapped as a smart shopping campaign.
Despite Google’s continued efforts to update their search engine results pages (SERPs) to be as useful as possible for users, a recent study by SEMrush has found evidence that the SERPs are in fact disappointing them. The study has found that around 30% of users have to repeat and refine their search queries in order to find what they were originally looking for. There has also been chat amongst non-SEOs on Twitter recently about the difficulties they are having using Google search.
Podcast placements are now available for Google Ads users which will allow video or audio ads to target podcasts as a placement. Podcast ads are becoming more and more valuable for advertisers with unique audiences with interests in specific subject areas. This follows on from the launch of audio ads for all advertisers a few weeks ago which let advertisers target YouTube music listeners.
Shares in Meta continue to struggle with advertising on Facebook continuing to decrease, mixed feedback on the metaverse and declining platform growth. Unless Facebook can turn around their ad performance over the next 12 months, it’s difficult to see how things will improve for the embattled company.
Google have announced that they are moving the last day to switch from Universal Analytics 360 to GA4 from 1st October 2021 to 1st July 2024. This is to give enterprise users more time to have a smooth transition to GA4 and also to give Google more time for their GA4 product to be ready for enterprise users. Our advice is still to get GA4 set up as soon as possible so that, come the sunset date, you’ll have access to as much historical data as possible, rather than losing everything.
To be clear, the standard Universal Analytics sunset date will remain 1st July 2023, it is only the enterprise version of Universal Analytics that will have an extended sunset date.