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 recently enhanced its platform by introducing deep linking capabilities, allowing advertisers to direct users to specific content within their applications. This feature significantly improves the user experience by minimising the number of steps required to access relevant in-app information, thereby increasing the likelihood of conversions. With deep linking, marketers can craft highly targeted ad experiences, ensuring that users are taken directly to the precise location they seek, thus enhancing engagement and satisfaction.

In addition to deep linking, Apple Search Ads Advanced offers four distinct ad placement options to maximise the visibility and downloads of applications throughout the user journey on the App Store. These placements include the Today tab, the Search tab, search results, and product pages while users are browsing. Each placement is designed to optimise exposure at critical points in the user journey, facilitating greater interaction with the app.

For instance, ads featured on the Today tab are prominently displayed on the App Store’s front page, ensuring that users see them as soon as they arrive. These ads showcase the app’s name, icon, and subtitle, along with custom product page assets that animate in the background. Importantly, advertisers can choose a custom product page with a deep link that directs users to a specific location within the app. However, it is essential to note that deep linking functionality is only available on devices running iOS 18 and later, and all elements of the ad must be approved prior to running.

Moreover, the Search tab ads allow advertisers to capture users’ attention before they initiate specific searches by positioning the ad at the top of the suggested apps list. In contrast, search results ads engage users actively searching for particular content by appearing at the top of relevant search results. Advertisers have the option to select their keywords or use suggested terms to ensure alignment with users’ search intent. This feature empowers marketers to create default ads based on the app’s product page or to generate variations from custom product pages set up in App Store Connect, further enhancing ad relevance.

Additionally, product pages — while browsing ads allow for interaction with users who scroll through app listings. These ads are strategically positioned at the top of the “You Might Also Like” list when users reach the bottom of product pages, although it should be noted that such ads are currently unavailable in mainland China. For advertisers aiming to promote their apps in this region, compliance with specific approval processes and requirements is essential.

8th of October 2024

Microsoft Ads rolls out new Copilot features.

Microsoft has recently announced significant enhancements to its conversational Copilot experience, aimed at optimising the productivity of pay-per-click (PPC) campaigns for both users and advertisers. The updates include a streamlined user interface that effectively distinguishes between organic content and advertisements, along with the introduction of a new Diagnostics tool. This tool enables advertisers to evaluate campaign setups, assess overall account health, and identify areas needing attention, all within the Copilot conversational experience. Additionally, the new Performance Snapshot feature allows advertisers to swiftly obtain key insights and trends regarding their campaigns. These advancements reflect Microsoft Ads’ commitment to integrating more artificial intelligence (AI) features, thereby transforming user interactions with the platform. As these updates roll out across various platforms, including Copilot for Microsoft Ads, iOS, Android, Bing, and Microsoft Edge, advertisers are encouraged to explore these innovative features that aim to enhance campaign management and performance analysis. For those not yet utilising Microsoft Ads, experimenting with a portion of your PPC budget could provide valuable insights into its effectiveness compared to Google Ads campaigns.