How to create high-quality links? Why should brands pay attention to social media commerce? Google is launching a new feature for its ads to save users’ time, the new Apple’s update is making advertisers go crazy, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.
When launching an ad, everyone wants it to appear in the right place and for the right audience: you definitely don’t want to see ads for meat products or steaks be displayed on a vegan blog.
Ginny Martin, Google’s product representative, recently announced a new update that will reduce the chances of the situation described above.
It’s called Dynamic Exclusion Lists.
Keeping up to date: The idea behind dynamic exclusion lists is that the list of bad sites that your ad doesn’t want to appear on will be constantly updated.
How it works: According to Google, this list will be updated by you or any trusted third party like industry groups or brand safety organizations.
Why it’s useful: According to the Google Ads blog, the main reason for this feature is time:
“We’ve heard from some of our partners that the current tools in place for blocking web pages or websites require dedicated resources and regular updating, which can pose a challenge for any advertiser, but especially smaller ones with limited staff and in-house expertise.
So today, we’re announcing a new feature that will help simplify this process – giving advertisers the ability to use dynamic exclusion lists that can be updated seamlessly and continuously over time.”
If you’ve faced an issue with the Google Ads Network because you constantly needed to exclude inappropriate websites from your list, then this is the feature you’ve been waiting for.
Today we will speak from the words of link building expert Paddy Moogan.
In one of his most recent posts on Moz, he shared factors to consider when evaluating link quality. These include relevance, authority, and diversity.
Let’s figure it out!
Link authority: The crux of the matter is how much power, authority, and link mass a domain can transfer from its own. Be one step ahead and ask yourself “Who is linking to sites that link to us?” Accordingly, the higher the authority of these sites, the stronger the link.
Sustainability is the last factor Paddy is telling us about. Read more about it at the full blog post here.
Official statement! The release of iOS 14.5 along with ATT is scheduled for next week.
In case you didn’t know, ATT (App Tracking Transparency) is a new and pretty big ad update that has made quite a splash. If you have a mobile app and are used to tracking users by their device ID, then Apple will show users a pop-up with permission to access the tracking.
This has huge consequences: Facebook is in preparation for filing a lawsuit against Apple because of this. Other ad networks are likely at risk as well. Marketers say ATT will make ads even more unpredictable.
This is already happening: Twitter users are reporting huge spikes in CPM (Cost Per Mile). This is most likely due to the fact that some advertisers are targeting “Android only”. It happened a couple of minutes after Apple’s announcement.
Just like e-commerce, social media commerce has grown in 2020.
The COVID-19 pandemic has led to an increasing number of purchases being made online, allowing many to take advantage of the process. And, despite the fact that the spread of electronic commerce is only going up, the pandemic has accelerated this growth by about 5 years.
In this regard, we have prepared a new infographic that gives an idea of the distribution of in-stream shopping in social networks and why brands should pay attention to it.
Check the infographic below.