In this week’s digital news to watch, our Senior Performance Marketing Manager Tom and Senior Performance Marketing Executive Kylie, discuss automate vehicle ads, social advertising, the antitrust probe, internal linking for SEO and short-form videos on Google.
Automated vehicle ads are rolling out to US Google Ads users this month with the rest of the world coming later this year. These ads will work similarly to how shopping ads work for retailers. The feed will display an image as well as details of the car, including make, model and price. Landing pages will drop users right on the product page itself. As with shopping, this feed will need to be populated in the Google Merchant Centre but it should provide a much-needed boost with used car sales booming right now.
We’ve been talking about authentic and creative ads for a while now, with privacy-focused solutions meaning that audience targeting will get more challenging over time, better quality ads will start to shine through more. In this article, The Drum talk about building trust and authenticity through matching your content and creativity to the platform you’re serving on. This becomes especially relevant when talking about platforms like TikTok and Reddit which form mini-communities within themselves. Performance marketers can longer just rely on setting up audiences, they need to understand the latest trends on platforms and push these ads to the right people.
The EU and UK are once again investigating Google and Facebook for anti-competitive tactics and an ‘illegal’ carving up of advertising profits. This deal saw Facebook agree to use Google services and not competing services. Google has consistently been under pressure from the EU and their advertising practices and they are likely going to see further fines this year.
Google’s John Mueller reiterated the importance of internal linking for SEO last week when he was asked a question on whether to bother with normal internal linking if breadcrumbs and structured data were in place. Mueller answered that internal linking is one of the “biggest things” a site owner can do to tell Google what their content is about and which content is the most important. This goes beyond your main navigation and site breadcrumbs, you need a robust internal linking strategy focused on highlighting your most important content.
Google is experimenting with ways to show short-form video content in search results more often. This format of the content is able to communicate a lot of information in a short time, so seems like another way in which Google is making their search results more user friendly.