LIVE updates: This month in search marketing [October 2024]

2nd October 2024

Google updates best practices for product markup and ecommerce optimisation.

Google recently updated its Search Central documentation to provide clearer guidance for e-commerce sites on implementing Product markup. The recommendations highlight the importance of embedding Product structured data directly in the initial HTML of web pages, which ensures that key product details are accessible to Google’s web crawlers and leads to more accurate indexing and search result visibility. While Google still supports JavaScript-generated markup, the update includes a warning that relying on JavaScript for this purpose can result in less frequent and less reliable crawls, especially for time-sensitive data like product availability and pricing. This could impact how quickly updates to such information appear in search results. Therefore, Google advises e-commerce sites using JavaScript for product data to ensure their servers can handle potential increases in traffic from Google’s crawlers. These new guidelines are designed to help businesses optimize their product listings and enhance their presence in Google’s shopping results, enabling more consistent visibility for users searching for their products.

Facebook launches content monetisation program for creators.

Facebook has launched the Facebook Content Monetisation beta, a unified programme that simplifies the process for creators to earn from various content formats, including Reels, longer videos, photos, and text posts. By merging In-stream ads, Ads on Reels, and the Performance Bonus into a single platform, creators can now access a streamlined sign-up process and centralised performance tracking through the Professional Dashboard or Meta Business Suite. This consolidation aims to address past challenges, where differing eligibility requirements limited some creators to a single format. With over four million creators having earned through Facebook’s monetisation programmes since 2017, the new beta offers broader earning potential and early access to select creators, with full open enrolment expected in 2025. The update also provides new opportunities for brands to engage with monetised content, making it easier to connect with target audiences.

5th of October 2024

Apple Search Ads enhances Ad targeting with new deep linking feature.

Apple Search Ads has introduced deep linking, allowing advertisers to guide users to specific in-app content, streamlining access and boosting conversion potential. With deep linking, marketers can deliver targeted ad experiences, enhancing engagement by directing users to precise locations within the app. Additionally, Apple Search Ads Advanced offers four key ad placements on the App Store: the Today tab, Search tab, search results, and product pages. The Today tab ads appear prominently on the App Store’s front page, showcasing app details and allowing custom product pages with deep links (available only on iOS 18 and later). Search tab ads engage users at the top of the suggested apps list before they enter a search, while search results ads capture users actively seeking specific content by displaying at the top of relevant searches. Advertisers can tailor these ads by choosing specific keywords or using suggested terms, and they may base ads on the app’s product page or create a custom one in App Store Connect. Meanwhile, ads placed in the “You Might Also Like” section on product pages can engage users as they browse app listings, though these ads are currently unavailable in mainland China, where additional approval processes are required.

8th of October 2024

Microsoft Ads rolls out new Copilot features.

Microsoft recently introduced significant updates to its conversational Copilot experience, designed to improve the productivity of pay-per-click (PPC) campaigns for both users and advertisers. The enhancements include a refined user interface that clearly separates organic content from ads, alongside a new Diagnostics tool that enables advertisers to review campaign setup, evaluate overall account health, and pinpoint areas for improvement—all within the Copilot conversational experience. Additionally, the new Performance Snapshot feature allows advertisers to quickly gather key insights and trends on their campaigns. These advancements showcase Microsoft Ads’ commitment to integrating more artificial intelligence (AI) features, transforming how users interact with the platform. As these updates are introduced across various platforms—including Microsoft Ads’ Copilot, iOS, Android, Bing, and Microsoft Edge—advertisers are encouraged to explore these innovative features aimed at enhancing campaign management and performance analysis. For those not yet using Microsoft Ads, testing a portion of your PPC budget may provide valuable insights into its effectiveness compared to Google Ads campaigns

9th of October 2024

Google expands Store Ratings feature to four new markets

Google has extended its Store Ratings feature to four additional English-speaking markets: Australia, Canada, India, and the United Kingdom. Previously available only in the United States, this update allows shoppers in these regions to view merchant ratings directly in search results, offering insights into product quality, shipping performance, customer service, and return policies. This can aid users in making more informed choices while shopping online. Merchants can participate in the programme by enrolling in the Google Customer Review programme or gathering feedback from independent review websites, making them automatically eligible for ratings visibility in search results. This expansion is set to provide businesses in the newly included countries with an opportunity to compete more effectively in the global online marketplace, emphasising Google’s ongoing commitment to improving the digital shopping experience.

10th of October 2024

Google to retire Sitelinks Search Box feature next month

Starting from 21st November, businesses must have a verified and matching Google Business Profile (GBP) to continue running Local Service Ads (LSAs) and displaying customer reviews. Any mismatched or unverified GBPs will lead to ad pauses, disrupting lead generation and customer acquisition efforts. Google is establishing the GBP as the definitive source for LSAs, making it crucial for businesses to keep their profiles accurate and up-to-date. Furthermore, reviews for LSAs will now be consolidated through the GBP, with all feedback visible on both the ads and the GBP by early 2025. This integration highlights the importance of managing business profiles effectively to maintain credibility and visibility in search results. While the change aims to streamline ad and review management, it poses challenges for businesses that have not yet aligned their GBP with their LSAs. To prevent disruptions, businesses must verify that their Google Business Profile (GBP) is correctly linked to their Local Service Ads (LSAs) before the November deadline to avoid having their ads paused and missing opportunities to capture local search traffic.

11th of October 2024

Reddit enhances ad targeting with AI-powered keyword features for better precision and reach

Reddit is significantly improving its advertising platform with a new Keyword Targeting feature designed to connect advertisers with highly engaged audiences within relevant discussions. This innovative capability utilises Reddit’s community-driven structure to create contextual advertising opportunities, positioning the platform as a formidable competitor in the digital advertising space. Key features include the ability to place ads in specific conversations, which Reddit claims can increase conversion volumes by up to 30%, and an AI-driven Dynamic Audience Expansion system that broadens reach while maintaining relevance. Additionally, Reddit optimises ad placement through machine learning, suggesting relevant keywords based on ongoing discussions, and allows advertisers to combine multiple targeting options within a single ad group. These developments aim to improve targeting precision, boost conversion rates, and simplify campaign management, enabling advertisers to engage more effectively with their desired audiences.

Google Ads announces new data retention policy

Google Ads will introduce a new data retention policy on 13th November, restricting access to historical data to a maximum of 11 years. This decision reflects the growing concerns surrounding data privacy and aligns with industry trends towards establishing clearer data lifecycles. Under this policy, data retrieved via the Google Ads API using GoogleAds.Search or GoogleAds.SearchStream will not include information older than 11 years from the date of the API request. This change impacts all account data, encompassing performance metrics, billing information, and historical reports, which could hinder long-term trend analysis and reporting for advertisers. Google advises users who require data exceeding this timeframe to retrieve and store it prior to the implementation date. While most users may not need to take immediate action, this adjustment could influence long-term reporting and analytical strategies for specific advertisers.

15th of October 2024

Google experiments with new expandable product Ads Carousel format

Google is currently testing new formats for search advertisements, including expandable sponsored ads that feature in-ad search refinements. These expandable ads allow users to either expand or collapse sponsored listings, with the expanded view showcasing a carousel of advertisements. Users can also refine their search options directly within the ad space, making it easier to narrow down results without leaving the ad box. This development could change how users engage with sponsored content, providing them with more control over their ad interactions and prompting advertisers to adopt more strategic ad placements. A Google spokesperson stated that they are “running a small experiment exploring different configurations for ads to promote greater discovery,” although no specific updates have been announced. These tests reflect Google’s ongoing commitment to making ads more relevant and interactive for users, though the rationale behind initially hiding ads remains unclear, as it could affect visibility and user experience. As Google introduces these features, it will be crucial to see how they influence user interactions and advertiser strategies on the Google Search platform.

17th of October 2024

YouTube introduces changes across Web, Mobile, and TV

YouTube has announced a range of updates featuring new functionalities across all platforms, responding to user feedback to improve the overall experience. The refreshed user interface includes visual changes aimed at better readability and navigation, especially on mobile devices. Chief Product Officer Johanna Voolich stated that the updated colours align with the YouTube brand and create a cleaner viewing experience, featuring larger thumbnails and fonts. Users can now resize and reposition the miniplayer within the mobile app and have finer control over playback speed adjustments. The platform is also introducing collaborative playlists, allowing multiple users to contribute, perfect for social gatherings where friends can share their favourite videos through a special link or QR code on TV platforms. A new Sleep Timer feature lets users set a duration for videos to automatically pause, catering to those who often fall asleep while watching. Additionally, YouTube is implementing a badge system to acknowledge user engagement, recognising community members and super fans for their achievements on the platform. For TV viewers, immersive channel pages are being rolled out, automatically playing videos when visiting a creator’s channel, potentially transforming how content is discovered and engaged with on larger screens. While many features are currently available, others, like playlist voting, will be introduced later this year.

Google Ads renames ACA Text Assets as Customisations

Google Ads has renamed “text assets” in the Automatically Created Assets (ACA) section to “customisations.” This update allows advertisers to produce personalised ad copy using text from their websites, landing pages, existing ads, and other assets. Industry expert Thomas Eccel highlighted this change on X, suggesting that the term “customisations” may slightly increase adoption rates, which appears to be a strategic decision by Google to encourage more advertisers to use this feature.

18th of October

Google unveils new AI features to boost global Ad Campaigns at DMEXCO

At DMEXCO, Google announced several AI-driven improvements to its advertising platforms, designed to simplify campaign creation and broaden brands’ global reach. Google Ads’ conversational AI will soon support German, French, and Spanish, making it easier for businesses to create effective search campaigns. This tool has already proven beneficial for many small businesses by increasing the chances of achieving ‘Good’ or ‘Excellent’ Ad Strength scores through ad optimisation. Additionally, Google’s Performance Max campaigns have demonstrated impressive results, with a 19% rise in return on ad spend (ROAS) for Retail and Consumer Electronics advertisers in 2023 compared to similar AI-driven campaigns on other social platforms. Performance Max effectively manages budgets and targets across Google’s ecosystem, solidifying its role as a key solution for maximising ad conversions. Moreover, Google has enhanced its Demand Generation campaigns, which engage audiences through storytelling on YouTube and other non-search channels, achieving a 14% increase in conversions when combined with options like Search and Performance Max. Google is also rolling out AI-powered image editing tools across Search, Demand Generation, App, and Display campaigns, allowing advertisers to customise images using their own product visuals from Google Merchant Centre. To further support advertisers globally, Google will launch asset generation in six additional languages—German, French, Spanish, Portuguese, Dutch, and Italian—enabling the creation of relevant, region-specific ad copy and visuals across its platforms.

Google tests new list view format for article results in search

Google is currently testing a new format for displaying article results in search. Rather than the usual carousel of article cards, users are seeing a two-column list view. This layout presents articles in two rows, with an option to “show more” to reveal additional results. Brodie Clark first reported this change on SERPAlerts and X, pointing out the difference from Google’s standard carousel format. The new list-like presentation may improve readability and accessibility for users who prefer a structured view of article results

20th of October 2024

Google Analytics introduces segment sharing feature

Google Analytics 4 (GA4) has launched a segment sharing feature that improves data consistency for users. Now, those with Editor-level permissions can save and share segments within a property, so there’s no need to recreate them for each exploration report. The update includes a shared segment library with custom and pre-built segments, as well as better editing options. Users can easily manage segments by applying, editing, duplicating, or removing them, and they can create audiences based on these segments. This new feature can be accessed in the Segments section of the Variables pane under the Explore tab, and the segment library is available in the Admin panel under “Data Display.” Google has also provided a helpful instructional video to guide users through the changes. This feature is set to change how teams analyse data in GA4, allowing marketing and product teams to work together on shared customer segments, which helps keep everyone on the same page. Agencies can create custom segments for their clients to ensure consistent data reviews, while e-commerce sites can save segments for important events like Black Friday, making year-on-year comparisons easier. Additionally, companies with multiple brands can use the same segments across different properties for uniform reporting and to comply with privacy regulations.

21st of October 2024

Threads launches mobile analytics feature

Threads now features a mobile analytics tool that allows users to track their performance directly within the app. This tool can be accessed via a dedicated chart button at the top right of your profile after downloading the latest version of Threads. The mobile analytics offer essential insights, including post views from followers and non-followers, as well as likes, replies, reposts, and audience demographics such as location, age, and gender. Users can analyse this data over a selected date range of 7 to 90 days. This new capability aligns with the desktop analytics rolled out in August, providing similar data access.

Google Ads introduces page-specific assets for performance max

Google Ads has released a new feature that allows advertisers to create custom content linked to specific webpages, improving ad relevance and effectiveness. Advertisers can provide a list of targeted webpages, prompting Google Ads to generate tailored assets, such as images and videos, that align with the content of those pages. This feature gives advertisers greater control over their campaign creatives and aims to ensure that ads resonate better with users. By submitting webpage lists, advertisers can enhance the asset generation for Performance Max campaigns, leading to more relevant ad content and improved overall performance.

22nd of October

Google to retire sitelinks search box feature next month

Google is phasing out the Sitelinks Search Box, a feature in use for over ten years, with its removal beginning on 21st November 2024. This change will only affect the search box itself and will not impact normal sitelinks. Google has noted a decline in usage of the Sitelinks Search Box, prompting this decision to simplify search results. The update will be applied globally across all search results, regardless of language or country. Importantly, the removal of the Sitelinks Search Box will not affect rankings or sitelinks, nor will it be reflected in the Search status dashboard. Once the Sitelinks Search Box is removed from search results, Google will also eliminate the associated rich results report from Search Console and cease highlighting the markup in the Rich Results Test. While removal of Sitelinks Search Box structured data from websites is not required, unsupported structured data will not cause issues in search results or trigger errors in Search Console reports. If the structured data is removed, site names will continue to use a variation of WebSite structured data, which will remain supported.

23rd of October

Google integrates imagen 3 AI for video creation and asset testing

Google has announced significant updates to its advertising tools, incorporating the advanced Imagen 3 AI model for creative optimisation and introducing new Performance Max capabilities. Key features include the integration of Imagen 3 for AI-generated images, shareable ad previews for improved team collaboration, enhanced video creation tools, and new asset testing options for Performance Max, alongside updated campaign management tools. These advancements facilitate better collaboration and optimisation, while the upgraded management features offer greater flexibility in handling various campaign types. As a result, advertisers can expect improved ad performance and streamlined workflows, particularly valuable in a competitive environment. Noteworthy creative tools include the Imagen 3 model for producing high-quality visuals, shareable previews that do not require Google Ads login, and AI that automatically adjusts videos for different formats and lengths. The testing capabilities feature asset experiments for Performance Max (currently in beta) and tools for measuring performance impact. The updated campaign management allows Ad Rank to dictate priority between Standard Shopping and Performance Max campaigns, enhancing the ability to manage multiple campaign types. Later this year, a beta launch of the asset experiments feature for Performance Max with product feeds is expected.

28th of October

Google Search Console performance report bug causes concern

On 28th October, many website owners and SEO professionals awoke to find their Google Search Console performance reports showing almost zero clicks and impressions. Google has confirmed that this issue stems from a technical problem on their side. John Mueller, a Google Search analyst, reassured users that the team is addressing the matter. The reports defaulted to display data for that day, which, as it had only just begun, explains the lack of traffic shown. Users should remain calm while Google resolves the issue, either by fixing the default reports or updating the relevant documentation. By 6pm GMT, Google had adjusted the reports to ensure today’s data no longer appeared by default.