WDA Digital Marketing Round-Up: 30th Nov – 6th Dec

Main Image of WDA Digital Marketing Round-Up: 30th Nov – 6th Dec


Missed the important digital marketing news and updates from last week? We’ve got you covered with the WDA Digital Marketing Round-Up.

Google

Google’s December Core Update: Google has announced the rollout of a new core update – the third this year after updates released in January and May. The announcement of the latest core update came on the 3rd of December and as usual, they tend to take between one and two weeks to completely roll out. Be sure to keep a close eye on your organic traffic and keyword rankings over the next week or so.

Page Experience Signals Apply to Mobile Only: Google has recently published some FAQ’s regarding Core Web Vitals and next year’s Page Experience update. Within the FAQ page, Google states that “At this time, using page experience as a signal for ranking will apply only to mobile Search.”

Local Business Message and Map Query Analytics Getting Expanded: Consumers will soon be able to communicate with local businesses in more ways and businesses will get to see further local insights. Firstly, on Google Maps, customers can now get in touch with local businesses via message. The feature can be turned on from your Business Profile. Secondly, improved performance metrics will be released to give businesses a more detailed understanding of how customers have discovered their Business Profile.

Google Maps Community Feed: Google continues to develop “social features” within Maps with the introduction of a “community feed”. The community feed will be rolled out globally for both Android and iPhone users, presenting different types of content tied to the user’s location, offering more opportunities to improve local brand awareness and reach.

Google Discovery Ads Updated: Google has announced a couple of updates for Discovery Ads. Firstly, 4:5 aspect ratio images that you may already be using in social media campaigns can now be used in Discovery campaigns. Secondly, Google will soon start showing the estimated conversion lift when “Audience expansion” is enabled.

Facebook

Facebook News: Facebook News is set to launch in the UK in January. We’ll be the first region to get access to their dedicated News tab outside of the US. The News tab showcases important news updates that are relevant to the user, from Facebook’s trusted sources.

New Facebook Tools for Automotive Advertisers: Facebook is providing three new tools on the platform to help car dealers to connect with buyers. The three new tools include a new “manage inventory” tab on dealership pages, a simpler set-up for automotive inventory ads and a new “Vehicles” tab on dealership pages that enables car dealers to showcase their inventory.

Other Social News

Twitter Frequency Capping: Twitter has introduced frequency capping for all ad campaign types on the platform. Here’s what they said…

“Marketers know one key component of campaign success is effective audience reach. That’s why we are introducing frequency caps for ads on Twitter globally. Whether it’s brand lift or offline sales impact, frequency caps allow advertisers to optimize campaigns to deliver efficient business outcomes through better control over impression delivery and audience reach over extended periods of time.”

TikTok Looks to be Expanding Video Length: TikTok’s current video length limit is 60 seconds but they appear to be testing an option that allows users to upload clips of up to three minutes long, with some users being given early access. The news comes from social expert and authority, Matt Navarra, on Twitter. TikTok has yet to confirm the news officially but we’ll hopefully have more details soon.

YouTube Premieres Gaining 4 New Features: YouTube is adding 4 new features to Premieres to increase the ways you can build hype around a new video.

The new features include…

Live Redirect: Rolling out this month, this will allow creators to create a multi-part experience by connecting a live stream to a premiere. A minimum of 1K subscribers is needed to get access to the feature.

Premiere Trailers: Coming this week, trailers are a hype video between 15 seconds and 3 minutes that can be added on the video page to play any time before the premiere begins. As per Live Redirects, 1K subscribers minimum will be needed.

Expanded Countdown Themes: Countdown themes are being increased from one to 10, giving content creators more choice and the option to match the countdown with the topic of their video. Available early 2021.

Schedule Premieres on Mobile: For the first time, video Premieres can be scheduled from the YouTube mobile app rather than the desktop site.

YouTube hopes to make the Live Redirect and Premiere Trailer features available to more content creators on the platform in the future.

WDA’s Highlight of the Week

Our highlight for this week is YouTube Premiere getting more features.

The premiere feature on YouTube was a great addition back in 2018 but it was definitely time to give it a bit of an upgrade. Even for businesses without a large subscriber base, being able to schedule premieres from mobile is extremely convenient and having access to more countdown themes is also great. For those with more subscribers, the Trailers feature and Live Stream Redirect option are fantastic additions for building further hype.

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