TikTok Enters Search Ads Market in the United States. Image source:https://www.searchenginejournal.com/tiktok-enters-search-ads-market-in-united-states/528143/
It’s time for our monthly roundup, where we discuss all the exciting digital marketing news that happened in September.
If you’ve arrived here from our newsletter, you already have an overview of this month’s key developments.
We like to provide more information in our blog posts, answering some of the questions our clients ask us about each important topic. More specifically, we talk about how these changes affect the work you’re doing in marketing, with some actionable next steps.
Head straight to:
1. Social: TikTok enters the search ads market in the United States
TikTok search ads are being rolled out in the US but marketers globally should watch for TikTok to expand search ads.
How does TikTok's search ads work?
TikTok search ads target users actively searching for products or services. They will integrate into organic content, using both video and image-carousel formats.
TikTok Search Ads. Video source: https://www.tiktok.com/business/en-US/blog/introducing-search-ads-campaign
What are the benefits of using TikTok search ads?
With TikTok's new search ads, you can capitalise on key features that enhance their ability to reach users with intent-driven, engaging content:
High-Intent Targeting: Engage users when they're searching with purchase intent.
Video-Centric: Utilise TikTok’s video-first platform for dynamic, engaging ads.
Precise Targeting: Use keyword targeting and negative lists for better reach.
Discovery + Intent: Blend discovery with search to reach consumers at key moments.
How to get the most out of TikTok ads?
To get the most out of TikTok ads:
Research trending keywords with tools like TikTok's Creative Center to target your audience effectively.
Create visually appealing, authentic video content that fits seamlessly into organic posts.
Monitor metrics like impressions, clicks, and conversions through TikTok Ads Manager, and adjust targeting, keywords, and creatives based on performance.
With TikTok's recent addition of keyword targeting to its Search Ad campaigns, it could play a more significant role in your advertising strategy than you realise. If you haven’t already, consider optimising for TikTok search ads and focusing on video content for your marketing strategy.
2. AI: HubSpot Rolls Out AI-Powered Marketing Tools
HubSpot’s AI tools were announced on September 18th and are rolling out now, with some in public beta.
What are the key features of HubSpot's Breeze AI tools?
HubSpot's Breeze AI tools include three main components:
Breeze Copilot, which acts as a chat-based AI assistant providing personalised recommendations based on CRM data
Breeze Agents, a set of automated agents that can manage entire workflows like content generation and social media campaigns
Breeze Intelligence, which enriches customer profiles by combining HubSpot data with third-party sources for deeper insights.
HubSpot’s Breeze AI. Image Source: https://www.hubspot.com/products/artificial-intelligence
How can these AI tools help improve marketing automation?
HubSpot aims to offer marketers simpler, faster, and more integrated solutions. They include features like Copilot, workflow agents, and data enrichment.
These tools were launched with the aim of streamlining HubSpot’s marketing automation by enabling users to automate complex workflows without human intervention.
Breeze Agents can generate content backlogs, manage social media campaigns, and handle customer support tasks, aiming to free up time for users to focus on their marketing strategy and creative aspects.
What does this mean if I don’t use HubSpot?
The rollout of Breeze signifies the growing trend of automation and AI marketing solutions. Other platforms are likely to follow suit if they haven’t already, and explore similar capabilities and tools in the future.
Do I have to pay more for these AI features?
You can get started with Breeze for free, but many automation features will be part of HubSpots premium software. Check what features your subscription has through the hubSpot customer platform.
3. SEO: Google Recognises Content Creators, A Breakthrough For E-E-A-T
In September it was spotted by a Search Engine Land author, that Google is now recognising content creators as trusted sources.
What does Google's recognition of content creators mean for SEO strategies?
The authority of the creator is becoming just as important as the quality of the content itself.
Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, and Trustworthiness) evaluates both content quality and the creator's credentials. When Google identifies individuals as authoritative figures in specific fields, it enhances the perceived trustworthiness of their content, potentially leading to ranking and traffic growth.
As a marketing manager, you should focus on building relationships between content creators and their published works, ensuring that Google can verify their expertise.
How can content creators optimise their profiles?
Content creators can enhance their online presence and authority by implementing the following strategies:
Establish Clear Connections: Link personal websites, social media accounts, and produced content.
Provide Detailed Information: Include information about experience and expertise.
Ensure Consistency: Maintain uniformity across all platforms.
Leverage Trusted Sources: Use reputable third-party sites, such as Wikipedia or industry-specific platforms, to enhance credibility.
Help Google Recognise Authority: Optimise profiles to improve visibility and recognition within their niche.
Content creators title. Image credit: https://searchengineland.com/google-recognizes-content-creators-a-breakthrough-for-e-e-a-t-and-seo-446919
How can you balance between optimising content and its creators?
You can strike a balance between optimising content and its creators by prioritising both aspects in their strategies. While it's crucial to ensure that the content is high-quality and relevant, equally important is showcasing the expertise of the creators.
This can be achieved by:
Link to the creators' social media or website
Link to the creators' previous work to build authority
Highlight creators' achievements to enhance credibility
It’s important to adopt a collaborative approach to balance content and creator strengths. Make sure you focus on both elements to achieve better search visibility and audience engagement.
4. PPC: Reddit Announces AI Automation Features in Ads Manager
What are the new AI features introduced in Reddit Ads Manager?
Reddit has announced three new AI and automation features in its Ads Manager to enhance ad creation and performance. These include:
Ads Inspiration Library: This tool leverages AI to curate a collection of top-performing ad creatives from Reddit, helping advertisers identify effective ad copies relevant to their industry.
AI Copywriter: Currently in beta, this tool streamlines the ad copy creation process by generating messages tailored to Reddit's best practices based on campaign inputs, such as target audience and product details.
Image Auto-Crop Tool: This feature automatically crops images to fit Reddit's recommended display ratios, simplifying the campaign setup process while ensuring that important visual elements remain intact.
How can you determine if your target audience is active on Reddit and worth engaging through these tools?
Assess the relevance of Reddit for your target audience by analysing community engagement metrics and demographic insights. Research specific subreddits related to your industry to see membership numbers and engagement levels.
Additionally, monitoring discussions and posts within relevant subreddits can provide insights into your audience interests and attitudes, helping you gauge whether Reddit is a viable platform to consider.
How can these new tools affect overall advertising strategy on Reddit?
The integration of AI and automation in Reddit's advertising platform enhances campaign management by streamlining ad creation and enabling faster responses to market trends.
This allows you to align messages more closely with your audience preferences, boosting engagement. Additionally, ongoing insights from campaign performance help advertisers refine their strategies, leading to improved ROI and overall success.
5. Search: Google Completely Removes The Cache Feature From Search Results
Image source: Screenshot from Google
Why was the cache feature removed?
Google decided to remove the cache feature after determining that it was no longer necessary in today's web environment, where page loading reliability has significantly improved. The company first removed the cache link from search results earlier in the year, and the complete elimination of the cache operator followed after the introduction of links to the Wayback Machine.
This transition reflects Google's aim to streamline user experience and provide alternative ways to access historical versions of web pages.
What does this mean for marketers who use the cache feature?
The removal of the cache feature presents a challenge for those who relied on it for quick access to previous versions of web pages. You will need to adjust their workflows, as they can no longer utilise Google search results to view cached pages directly.
Instead, they must turn to alternatives, such as the Wayback Machine or Google Search Console, for historical insights.
How does the removal of the cache feature affect SEO strategies?
You must now rely on different tools to analyse how their pages are indexed and perceived by Google. The absence of the cache operator may complicate the monitoring process, necessitating a greater reliance on the URL Inspection Tool and other analytics resources to track page updates and ensure optimal indexing.
Comments