The 4% | Edition 005

I touched on this in Edition 004, the continued trend of both Facebook (Meta) and Google updates is to remove targeting and manual options for advertisers.

With updates in January now filtering through to the ad accounts, I still believe the 8020 of any successful digital advertising campaign will be the structure, even with this automated options coming.

However, the levers that you have to pull once this structure is correctly in place are being reduced. This % importance of creative is increasing. I'll round up some examples of best practice creative for next edition.

Performance Max Timeline

Any new Smart Shopping campaigns from April will be pushed towards Performance Max while existing campaigns can remain until July 2022.

The article above does a good job explaining the full impact of Performance Max, while for those who like going deep there's a webinar this month to explain more.

Facebook Removes Detailed Targeting

This one has been coming for a while now and for most advertisers the impact will be minimal. With most campaign structures moving to Broad/Open targeting strategies since iOS changes and best practice to now combine interests + utilise expansion audiences.

For those holding onto smaller or niche interests this will be a blow.

For those who love the concept of marketing to Persona's, this will also be a challenge.

The reality now that you and your competitors are likely advertising to the same open targeting demographic. Beyond having the right diversified mix of objectives, creative will be the true differentiator.

Meanwhile they made this ad for the Superbowl 🤦‍♂️

Search 360 catching up to free Search

There was an announcement about the new Search 360 which appeared to list out a bunch of free features that have always been available on regular Search campaigns

We tested Search360 extensively cross-industry for multiple years and found our performance for clients was worse. It was way easier to manage as an agency, so understand why it gets pushed, especially at the larger holding companies. But rather than being the first to get features, it's often the last. 🤷‍♂️

YouTube Updates for 2022

& finally continuing last weeks trend on the fight for the platforms to look after Creators first. YouTube has announced their product line up. They say #shorts quite a lot (almost like TikTok is having an influence!)

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