Digital Marketing Updates That You Might Have Missed 

In the fast-paced world of digital marketing, it’s easy to overlook key updates and trends that could significantly impact your strategy. Over the past few months, platforms like Google Ads, LinkedIn, TikTok, Meta, and Snapchat have introduced new features and tools every marketer should be aware of. From AI-driven campaign enhancements to new e-commerce capabilities, staying informed is essential to remain competitive.

In this article, we’ll bring you up to speed on the most important updates, so you can stay ahead of the curve. Let’s dive into the essential trends you might have missed!

Google Ads: Enhanced Creative Control and AI Evolution

In the latest round of updates, Google Ads continues to reshape the landscape of digital advertising with new AI integrations. Among the key updates are:

1.  AI Overviews with Ads: Google has introduced ads within AI-generated overviews for mobile users in the US. These quick summaries appear at the top of search results for relevant queries, providing businesses with a new way to reach potential customers early in their journey.
2. Google Lens Enhancements: Google Lens, which enables users to search visually, received a major upgrade. Now, users can discover products with more detailed information, such as price comparisons and user reviews. E-commerce brands should optimise image assets in Google Shopping campaigns and take advantage of this visual search capability.
3. Performance Max Campaign Updates: The latest updates for Performance Max campaigns include impression share reporting and more granular asset-level conversion tracking. This means you can better understand how your assets are performing and adjust strategies for higher ROAS.

SEO Updates: AI transparency and Core Algorithm Tweaks

Here’s a breakdown of the most important updates over the past couple of months and what they mean for your SEO strategy:

1. AI Transparency: Google is placing a strong emphasis on transparency around AI-generated content. Websites are now required to clearly indicate whether content is AI-generated, which is crucial for building trust with users and aligning with Google’s guidelines.
2. Core Algorithm Updates: The August 2024 core update focused on improving search quality by boosting useful content from smaller publishers and refining how Google’s AI-powered overviews interact with search results. 
3. AVIF Image Support: Google has added support for AVIF image files, which offer high-quality visuals with smaller file sizes, enhancing page speed and user experience.
4. E-E-A-T and Author Recognition: Google continues to emphasise expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). Highlighting content creators in search results boosts credibility. Make sure to optimise author pages and build backlinks from authoritative sources to strengthen your site’s standing.

TikTok: The launch of Search Ads Campaigns

In September, TikTok announced the launch of Search Ads campaigns—a new format that allows brands to target users as they actively search for content. This campaign type taps into TikTok’s strength in discovery, giving businesses the opportunity to connect with users during key moments of curiosity or intent.

Snapchat: Sponsored Snaps & Promoted Places on Snap Map

In the beginning of October, Snapchat began testing two new advertising placements in collaboration with launch partners:

• Sponsored Snaps: These allow businesses to send vertical video snaps directly to Snapchatters, creating a new way to engage with audiences.
• Promoted Places on Snap Map: Brands can now sponsor specific locations on Snap Map, giving local businesses and events a way to gain visibility and connect with users based on their real-time location.