It’s been a busy week in the digital world! Luckily, we’re recapping the hottest topics to know about, so you don’t have to scour the web looking for trends and breaking tech updates.
This news spans paid search, social and more. Let’s hop right into our top five topics of the week:
A major update was announced via email for advertisers using Google Analytics 4 (GA4) and Google Ads! Effective March 31st, Google Ads will use GA4’s conversion window setting (30, 60, or 90 days). This update was made because conversion window settings (as they stand currently), can be configured separately in both platforms (GA4 & Google Ads) which can lead to inconsistencies. Advertisers can opt out of this change by contacting Google support. After March 31st, the conversion window settings can be made in the GA4 user interface.
Microsoft Ads has opened a beta for Doctor and Clinic Ads to “help advertisers connect with customers who are in the research stage and closer to making the final decision in the decision journey.” These are intent-triggered based on searches for things like specialists, conditions, and symptoms. These are dynamically generated ads pulled from data in a feed file. Microsoft shared that the more details provided in the feed, the better the match will be for the end user. The ad auction is CPC (cost-per-click)-based and targeting is available in the US, Canada, France, Germany, Australia, India, and the UK.
As of March 15, Microsoft Ads updated the way broad match modifier (BMM) keywords are served for search ads, as reported by Nicole Farley of SearchEngineLand. Previously, BMM keywords served as phrase match but will now serve as broad match. Microsoft noted that the change is a gradual one and the company has been working to provide high-quality results.
“When Google made changes to BMM we anticipated that Bing would follow in kind The Chacka search team had already transitioned clients in preparation for this update so there should be little-to-no impacts. However, we will continue to monitor performance in the weeks following this adjustment.”– Sarah Kernan, Associate Director, Paid Search, Chacka Marketing
InsiderIntelligence.com reported that through their research based on surveys, web traffic data, trends, and sales projections, their previous prediction that traditionally #payTV wouldn’t drop below 50% until 2023 was sooner than expected! This change occurred in 2022. By the end of 2022, just 65.1 million homes in the U.S. had traditionally paid TV. This was a 9% decline from 2021. Their forecast for this year predicts that it will drop 7.1% to 60.5 million.
TikTok usage is on the rise. It’s becoming closely in line with the amount of time that users are on Netflix. It’s even passed YouTube user time too. Insider Intelligence reports that “U.S. adult users (ranging from 25 to 54 years old) will spend an average of nearly 56 minutes per day on TikTok this year, six minutes less than the time spent watching Netflix, the market tracker forecast.”
In other TikTok news, the app is still under scrutiny from U.S. lawmakers. There have been major security concerns aiming to combat Chinese influence on the U.S. tech industry. We will share more updates on this as this progresses.
And that’s what you need to know to start your day! Any questions or comments on the news above? We’d love to hear from you. Contact us today so we can chat.
About the author: Amanda Grow is the Marketing Lead at Chacka Marketing. With over 11+ years experience in the digital field, she enjoys sharing her commentary on marketing trends and product news with her peers and clients.