In this current climate, it’s great to see that there are lots of businesses, both big and small, working to help advertisers and consumers during this crisis with discounted or even free opportunities. Google are one of the big players, rolling out free ads credits and launching a new short video builder on YouTube.
Here’s our five to watch this week in digital…
Following a statement made in 2018, Google will be extending its identity verification policy for all advertisers. So far, business information is displayed on the ad itself but now advertisers are required to submit personal identification and business documents in order to buy an ad on Google’s network. This process has been introduced to increase transparency between businesses and consumers, as a result of previous political ad buys.
At the end of March, Google ads announced that they will be offering free ads credits to small and medium sized businesses to help during COVID-19. More information has been released and the main eligibility requirement within that subset of advertisers is that they must have spent 10 out of the last 12 months on Google Ads in 2019 and in January and/or February of this year. Unfortunately, if you hadn’t spent anything in 2020, you won’t be eligible for the one free ads credit that Google are offering.
Last year, Google released a statement that they were building a new initiative called the ‘Privacy Sandbox’ which aims to enhance web privacy whilst still allowing advertisers to circulate ads to the right audiences. Kat Warboys, Head of Marketing at Hubspot ANZ believes that this will benefit marketers and enable a more secure environment for personalisation while protecting users’ privacy. This bold move from Google introduces a ‘cookie free’ web, which could mean a shift in strategy for businesses to create more relevant content for their audience.
YouTube have launched a new video builder that enables small businesses to create short video ads with minimal cost. This new tool doesn’t require any expert or creative knowledge and enables businesses to customise the layout, colours and fonts, using photos and images from their profile. YouTube have introduced this tool in response to the coronavirus crisis and understand that some businesses need a helping hand to stay visible during this difficult time.
Social media marketing can be a difficult aspect of your strategy and can sometimes take time and effort to see positive ROI. Brands are finding it challenging to stay visible on social media, Facebook for example has slowly been refining its newsfeed algorithm to show users less organic branded content. Medium.com suggest that you should focus your efforts on quality content rather than quantity, as well as selectively targeting your users. How do you stay relevant on social media?
If you would like to discuss how we can help with your digital marketing during this difficult time or to achieve better results when we regain stability, feel free to send us an email to firstname.lastname@example.org