MARKETING PODIUM’S DIGITAL MARKETING WEEKLY UPDATE – February 01 to 07,2021

  1. Standardizing conversion attribution across all Video campaigns
  2. Making it easier to reach the right customers on Search
  3. Quora changing the way people provide feedback on  answers
  4. For Black History Month, Black artists reimagine the YouTube logo
  5. YouTube launches new destination for sports fans and expands its YouTube Select CTV offering
  6. Celebrating Black Excellence on Black History Month
  7. Introducing ‘Recently Deleted’

GOOGLE ADS :

  1. 04/02: Standardizing conversion attribution across all Video campaigns

In recent years, advertisers have extensively used video campaigns and in the purchase journey, it is important to have consistent and accurate attribution. Thus Google Ads have now introduced Google Ads Conversion Tracking which will compare the impact of your video ad campaigns across formats. It would help to compare conversion performance between two different campaign types more accurately. In this way, an advertiser running a Video action (tCPA) campaign and a Video consideration (CPV) campaign can now compare the conversion attribution performance. But only certain campaign types will optimize on conversions and no action would be required from the advertisers to take advantage of these improvements.

  • 04/02: Making it easier to reach the right customers on Search

Google Ads have always helped to connect with businesses and what people search for and they have improvised it. Thus, now have brought the best of broad match modifiers into phrase matches. that will make it easier to reach your customers, no matter how they’re searching. In this way, you can reach the searches you want just by using phrase match—without worrying about the searches you don’t want.

These are the keyword match types:

  • Exact match for precision
  • Broad match for reach
  • Phrase match and broad match modifier for a balance of both

To get the most out of this feature Google Ads said that they would monitor performance and shift budgets where necessary, regularly check the recommendations page. They are considering using broad match with Smart Bidding. And additionally they are also improving the keyword matches to search and reduce complexity.

QUORA

  • 05/02 : Quora changing the way people provide feedback on  answers

Till now people had been using the “suggest edits” feature to provide feedback on an answer. But the new feature allows  people to provide feedback through comments. Suggest Edits was used by a reader to help a writer improve parts of their answer by allowing suggestions on a specific block of text. The older feature, while navigating through mobile as a hectic process as well as commenting with suggestions for improving or adding to an answer seems more intuitive and is more of a norm on the internet.

YOUTUBE

  • 01/02: For Black History Month, Black artists reimagine the YouTube logo

Youtube has decided to celebrate black stories, voices and culture that have contributed to creativity and innovation on YouTube and throughout the world in the Black History Month. The activities that they have planned would soon be up on the homepage. As if to kick start the event, they interviewed Leandro Assis, a Brazilian-based artist, letterer and art director, who reimagined the YouTube logo by honoring the voices of Black creativity. They also conducted an interview with him, where he answered many questions related to the black month and is available on their main page.

  • 04/02: YouTube launches new destination for sports fans and expands its YouTube Select CTV offering

Youtube has now introduced a new feature for sports fans and for the creators to find their top audience. This time they have modified the already existing feature to a more preferable destination so fans can engage with the best sports content. They have also expanded YouTube Select’s connected TV (CTV) lineup to new markets beyond the U.S. such as Australia and India in 2021. This feature can be availed by Simply clicking the explore tab on mobile devices or enter the page from the left-hand guide on your computer.  This will be soon available on TV screens, too. FB also said that they are also excited to see young athletes embrace their inner content creator and highlight their content on this sports page.

PINTEREST

  • 01/02: YouTube  Celebrating Black Excellence on Black History Month

Pinterest considers Black History Month as a time of celebration and education. This month, Pinterest decides to showcase Black Excellence across categories including fashion and beauty, home, food and travel. To highlight this cause, they have chosen a number of creators whom they would be highlighting and they have also selected a few partners to work with. They’re hosting the Pinterest Creators Presents: Black Gold digital speaking event on February 24th, to celebrate Black creators and the talented contributions of Black voices every day. The event aims to spotlight creatives and role models through a line-up of compelling conversations about Black Excellence. They have also mentioned that the pinners and creators can discover daily inspiration about Black culture, history, heroes and other cultural moments on the Today Tab, found at the top of the Pinterest home feed and people can check out products from Black-owned businesses in their February Shopping Spotlight.

INSTAGRAM

  • 02/02: Introducing ‘Recently Deleted’

Instagram has introduced, Recently Deleted, a feature which helps to review and restore deleted content in the Instagram app. They have also added protections to help prevent hackers from compromising accounts and deleting posts that are shared. To avoid hacking, instagram has decided to ask people to first verify whether it’s their account when permanently deleting or restoring content from Recently Deleted.

Photos, videos, reels, IGTV videos and stories that one chooses to delete are removed from the account immediately and moved to the Recently Deleted folder. Deleted stories that are not archived will stay in the folder for up to 24 hours. Everything else will be automatically deleted 30 days later. During those 30 days, one can access their deleted content by going to Settings > Account > Recently Deleted on the latest version of the Instagram app. From there one can either restore or permanently delete it.