Weekly Search Roundup – 19th June 2020

Google will be prohibiting advertisers from targeting users based on demographic and zip code

Google has announced that it will be updating its policies on advertising, meaning that advertisers will no longer be available to target ads at people based on gender, age, marital status, zip code, and parental status. This is an extension to policies that are already in place that prohibit ads being targeted at people based on race, ethnicity, sexual orientation, religion, disability, or national origin. Google intends to roll out the policy changes at the end of the year at the latest. However, if you are an advertiser that currently has ads targeting these specific groups, Google will notify you of the latest policy changes – meaning you will need to take some form of action. This decision to update its policy regarding advertising is based on a number of factors (e.g. Black Lives Matter, COVID-19 pandemic). The likely economic impact will, unfortunately, impact minority communities.

Source: https://searchengineland.com/google-to-prohibit-demographic-zip-code-targeting-for-housing-employment-credit-ads-335872

YouTube is bringing products to action ads

A new test that YouTube has carried out reveals new products appearing in TrueView for action ads. This is when the user clicks on the expansion arrow in the TrueView ad banner section, where a range of products will appear below the video. In order to create these new ads, you will need to have your Google Merchant account linked to your Google Ads account. With the e-commerce industry currently doing better than ever, companies like Google, YouTube, Amazon, and Facebook are all leading the way for advertising, so it’s no surprise that we are seeing more shoppable media for e-commerce.

Source: https://searchengineland.com/youtube-products-trueview-for-action-video-action-campaigns-336164

Twitter begins to roll out audio tweets for iOS

Twitter has begun to roll out a new audio tweet for iOS. However, the social giant has made its users aware that this feature will only be accessible for a portion of iOS users with a wider rollout coming within the next few weeks. For those iOS users who have access to this new feature, the process of creating an audio tweet is fairly simple, there will be a new button alongside the options for attaching a photo or a video when users are writing a tweet.

Audio has become a popular trend within the social networking space (which could explain Twitter’s move), and other companies such as Spotify have been investing heavily in podcasts and other audio-related content. However, the new audio tweets do raise some concerns for potential abuse and harassment, an issue which already poses a big challenge for the social giant. 

Source: https://techcrunch.com/2020/06/17/twitter-begins-rolling-out-audio-tweets-on-ios/

Google offering free promoted map pins, in-ad bookings for local service ads, and adds new local store details

Google has been busy updating a lot of its features lately and offering services to help businesses adapt to the new way of life due to COVID-19. Regarding local store details, it has always been made clear that it’s important to update your Google My Business listings. However, Google has now added additional information to local listings that include product availability, locations, and options for curbside pickup and delivery, which will be extremely beneficial since many retailers have been given the go-ahead to reopen their stores. 

Google has also announced that it will be offering free promoted map pins for smart campaigns. These map pins will include a square business logo that can be clicked to display your business listing information. If you want to set up a promoted map pin, this can be done by setting up a smart campaign that allows businesses to quickly launch a campaign. 

Another feature that Google has released is in-ad bookings for local service ads that allow users to book service appointments directly on mobile ads without the hassle of being redirected to another web page. However, to enable this feature, you will have to work alongside a Google booking partner, either Housecall Pro or Service Titan.

Source: https://searchengineland.com/google-adding-local-store-details-to-shopping-free-promoted-pins-for-smart-campaigns-more-336055

Spotify introduces self-serve, sound-on video ads on AdStudio

Spotify has introduced self-serve, sound-on video ads to its advertising platform, which is currently only available for advertisers within the US, UK, and Canada. Spotify wants to give brands access to visual storytelling – by combining audio ads with video ads, it has been proven to nearly double brand awareness. 

When creating a video ad you will be able to choose either a horizontal or vertical video. The horizontal video can be run across all platforms whereas the vertical video is optimised specifically for iOS and Android devices.

Source: https://www.adweek.com/digital/spotify-brings-video-ads-to-its-ad-studio-self-serve-platform/

Jamie Beatty

Jamie Beatty

Jamie has over 3 years’ experience working in the digital marketing industry. After completing his A Levels in 2016, he headed straight into an apprenticeship focusing on marketing for an e-commerce business. After this he decided to move into an agency environment working on a variety of SEO clients.

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