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Beyond Clicks Google’s New Insights
🚀 Meta Conversion Boost with 4th of July Sales
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🛒 Google Enhances Merchant Center and App Campaigns
Insights from Search Engine Land
Google is rolling out significant updates to its Merchant Center and App campaigns, aiming to improve conversion tracking and targeting capabilities for advertisers.
Google Merchant Center Conversion Tracking: Google Merchant Center will track conversion events beyond clicks on Shopping free listings, including conversions from Search results and other sources. This update will provide merchants with more comprehensive performance data and optimize the Google shopping experience. The expanded tracking will automatically apply to merchants using Google Merchant Center, but opt-out options are available. This update reflects Google’s efforts to enhance its shopping-related services.
Google expands Audience Signal Targeting to App campaigns: Previously only available for Performance Max campaigns, this update gives advertisers more control over their App campaign targeting, potentially improving efficiency and performance. Before, App campaign targeting was fully automated, but now advertisers can insert Audience Signals into their campaigns. While Google hasn’t made an official announcement, this feature has been spotted by advertisers.
These updates align App campaigns more closely with Performance Max campaigns, suggesting Google is standardizing features across its automated campaign types, providing better tools for ad performance and campaign management.
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MEDIA BUYER INDEX
🚀 Meta Conversion Boost with 4th of July Sales
Insights from Northbeam
As sales ramp up on the 4th of July, Meta is seeing a boost in conversion performance. While not the biggest holiday, it provides a contextually relevant marketing opportunity for some brands, especially those selling seasonal items like beer koozies. For others, it’s an ideal time to prepare for upcoming campaigns.
Embracing “Ecom Summer”
We are in the midst of “Ecom Summer,” a period when e-commerce sees a seasonal dip as consumers prioritize vacations and outdoor activities. This time is dominated by essential summer goods like sunblock and beach umbrellas. However, this lull offers a unique advantage for marketers.
Prime Time for Creative Testing
Summer is the perfect season for creating and testing new ad content. Here’s why:
• Visual Appeal: With beautiful outdoor settings, summer is ideal for vibrant and engaging video or photo shoots.
• Content Availability: College students and vacationers can contribute fresh and diverse user-generated content from various locations.
• Contextual Advantage: The absence of significant cultural buying pressure means that ad performance from June to August is driven purely by content and strategy, without the influence of seasonal trends.
This period allows for rigorous testing of hooks, creative ideas, and unique selling propositions (USPs). Successful ads developed now can become top performers in Q4, leading to significant gains during the peak holiday season. Use this “Ecom Summer” to refine your strategies and set the stage for a successful year-end.
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✖️ X rejoins the Global Alliance for Responsible Media (GARM) to reassure ad partners about brand safety to counter negative perceptions following Elon Musk’s takeover, which saw many brand safety measures abandoned.
🧞 TikTok is developing "Genie," an AI chatbot to enhance user engagement. Users can pose questions in-stream and receive immediate responses.
That’s all for today! While we curate another Viral Scoop for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰