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Social media ad spend due to overtake TV ad spend in 2022

In this weeks digital news to watch, our Senior Performance Marketing Manager Tom, and Senior Performance Marketing Executive Kylie, discuss expected increases in social media ad spend, impacts of the Google Ads issue, Spotify Wrapped, Google’s November update and Googles 2021 product review update.

Social media ad spend due to overtake TV ad spend in 2022.

Despite issues around Facebook advertising this year, social media ads are set to exceed TV for the first time in 2022 according to Zenith. Digital ads are set to rise by 9% overall as COVID transformed brands over the last 2 years. Spend may be even higher if Omicron keeps people away from shops as it has done over the last few years. Many shoppers have found online browsing and quick delivery/returns to fill much of the in store shopping gap. Especially with many now on a waiting list for boosters in the UK we could see those waiting shift back to online to get their shopping done before final Christmas delivery.

ROAS and Maximize Conversion Value bid strategies spend fluctuates due to Google Ads Issue. 

Google has confirmed that there’s been another issue that impacted some accounts on December 2nd which impacted tROAS and Max conversion value bid strats. Following on from an issue with Smart shopping in Novemeber, Google’s automated bid strategies have been rather unreliable over the last month, however, Google will likely be refunding anyone who’s faced these issues over the next few weeks. It’s worth reviewing you’re account for the 2nd of December if you use these strategies to see if there was any overall impact.

Spotify Wrapped is a hilarious time capsule treasure.

As you’ll have seen over the last few days, Spotify wrapped has been everywhere with everyone eager to share and see what others have been listening to. On Spotify’s part it’s free advertising as customers plaster their name over social media and create a fomo for those that don’t use Spotify. It’s also a great example of user data being used in a positive way, everyone is happy to find out their most listened songs or time spent listening. I can’t imagine it would be the same if Google were to release their stats for the year, do your friends really want to see how many times you googled how to do a pivot table?

Google’s November 2021 Core Update finished rolling out

Google’s November Core Update has finally drawn to a close and the update was announced on Twitter. Many search marketers were questioned on the update and agreed that Google have made more infrastructure changes rather than a large noticeable update. People agree that this was a quiet update to Googles AI, rather than a big update that needed shouting about. As a result, social media was relatively quiet for this update, signalling that the impact from this small update is not as big as that from a larger update.

Google announces start of December 2021 Product Review update

Google has announced a new algorithm update named the December 2021 Product Review Update and it is set to take 3 weeks to complete. However, some people are questioning Google’s timing with the festive period fast approaching, and it being the busiest shopping season. The update has not interfered with the heightened online shopping as yet, however there are concerns that it may effect SEO ranking during this critical time. Google have given an advanced warning that new product review requirements will be introduced, in the hope that they will reduce fake product reviews.

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Tom Pickard - Modo25
Tom Pickard
Tom Pickard - Modo25
Tom Pickard

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