As we bid farewell to another incredible year, our final newsletter of 2024 brings you a curated selection of the biggest updates and news from the past twelve months. From Google’s shifting stance on privacy, to TikTok’s game-changing e-commerce integration with Amazon, we’ve witnessed innovative changes across the digital landscape.
Google Preserves Cookies
Google has refined its Privacy Sandbox to enhance online privacy while maintaining an ad-supported internet. Instead of eliminating third-party cookies, Google will let users make informed choices regarding cookie use on Chrome.
Introducing Recommendations in Google Search Console
Google Search Console launched a new recommendations feature to optimise website presence on Google Search. Based on data from various Google Search systems, these recommendations can help prioritise essential tasks like adding sitemaps and using structured data.
Google Rolls Out AI Overviews and Lens for Advertisers
Google introduced AI Overviews and Lens to enable advertisers to connect more seamlessly with consumers. This new feature allows advertisers to connect with users precisely when they are searching for specific products, enhancing consumer experience and boosting the chances of conversions.
Verified Google Business Profiles Required for Local Service Ads
On 21st November, Google mandated verified Google Business Profiles for Local Service Ads. Without verification, ads face potential disruptions.
New Performance Max Features: Unlocking Maximum ROI
Google introduced updates to make advertising efforts even more effective. These updates included:
- Optimise asset utilisation
- Enhance and expand video ad reach
- Streamline campaign management
YouTube
Expansion of YouTube Pause Screen Ads
Following successful trials and high advertiser demand, YouTube expanded the availability of its pause screen ads. This format provides a non-intrusive advertising experience, maintaining engagement even during viewer breaks, and offers a novel avenue for reaching potential customers.
Meta
Meta Depreciating Some Detailed Targeting Options
Detailed Targeting Exclusions to be Phased OutOn 29th July 2024, Meta removed detailed targeting exclusions in new ad sets. Existing campaigns can continue until 31st January 2025. Alternative exclusion products, such as Custom audience exclusions, remain available for advertisers.
Site Links in Facebook Ads
Facebook Ads lets advertisers include site links directly in ads. If Meta’s auto-detection does not find suitable links for campaigns, they can be added manually.
Facebook Ads: Lead Form Promo Codes
Facebook introduced a new option to add promo codes in Lead Forms. This feature aims to encourage purchases by allowing users to redeem promo codes directly on your website after they submit a lead form.
TikTok
TikTok releases new tools
TikTok rolled out new tools to boost advertising performance. TikTok One, a centralised hub for creative tools, and TikTok Symphony, an AI-powered creative suite, are now available. These new solutions streamline content creation and improve campaign efficiency.
Amazon Ads on TikTok
TikTok partnered with Amazon to allow the purchase of Amazon products directly within the app, creating a seamless shopping experience. This integration allows users to link their TikTok and Amazon accounts for quick, in-app purchases.
Introducing TikTok Search Ads Campaign
TikTok announced a new Search Ads Campaign offering advertisers a method to connect with users via keyword-targeted ads on the search results page. This differs from the typical social feed ads. The concept is similar to Google Search Ads, which appear alongside specific search queries, rather than interrupting a social media feed.
TikTok Unveils Performance Advertising Solutions
TikTok introduced a set of automated Performance Tools, new measurement capabilities, and privacy technologies. The offerings included Smart+, GMV Max, Conversion Lift Studies and Privacy-enhancing Technologies.
GMV MAX for TikTok Shop
TikTok Ads Manager addedGMV MAX, enhancing advertising strategies for TikTok Shop. This feature automates ad creative selection and optimises budgets to maximise return on investment. The GMV MAX campaigns are available in two formats: Product GMV Max and Live GMV Max.
SnapChat
Snapchat started experimenting with two new ad placements: Sponsored Snaps and Promoted Places. Sponsored Snaps, appearing in the chat inbox, allow advertisers to communicate visually, improving engagement and conversion with a single ad unit. Promoted Places leverage the Snap Map, helping businesses reach more customers and measure visitation lift.
New HubSpot Revenue Attribution Reports
HubSpot’s Smart CRM is now integrated with LinkedIn, offering revenue attribution reports. This tool allows small businesses to attribute revenue to specific LinkedIn marketing activities.
Sponsored Newsletters
LinkedIn launched sponsored newsletters, allowing marketers to extend their long-form content reach. You can now sponsor any member’s newsletter content or your company’s newsletters via Campaign Manager, offering a powerful tool to drive engagement.
Lead Generation Boosting for LinkedIn Posts
LinkedIn introduced a new Lead Generation objective for boosting posts, allowing you to capture high-quality leads directly from your content.
Ad Updates with Keyword Targeting
Reddit introduced Keyword Targeting, allowing advertisers to place ads within relevant discussions. AI-powered audience expansion complements this precision by widening yet maintaining relevance.
Amazon Ads
Performance+ for Ad Campaigns
Amazon launched Performance+, a predictive model designed to optimise ad campaigns by simplifying setup, audience creation, and bid management. This tool targets both Amazon and non-Amazon sellers, enhancing conversion rates through efficient automation.
Pinterest Releases AI and Automation Ad Features
Pinterest launched Performance+ Suite, a new set of AI and automation tools designed to boost lower-funnel ad performance. Features such as Performance+ bidding for Return On Ad Spend (ROAS) and new Promotions aim to maximise an advertiser’s return on investment.
