Bonded Bitesize – Your Midweek Roundup

Reddit Makes Game-Changing Updates to Keyword Targeting

Reddit has expanded its keyword targeting capabilities to both feed and conversation ad placements, enhancing the precision and reach of digital advertisers. The update includes AI-powered features such as Dynamic Audience Expansion, which broadens ad exposure by analysing user behaviour, and Placement Expansion, optimising ad locations for better engagement. Advertisers using these tools have seen significant performance improvements, including a 30% increase in conversions and reduced cost per action. Additionally, Reddit introduced AI Keyword Suggestions, analysing real-time conversations to recommend high-performing keywords, and streamlined campaign management, allowing for easier targeting and reporting. These new features position Reddit as a key player for PPC marketers looking to optimise their campaigns and lower costs.

Google Puts Data-Retention Limits On Advertising

Starting November 13, Google Ads will limit access to historical data to the past 11 years. This policy affects data accessed through the Google Ads API and applies to GoogleAds, Search, and SearchStream requests. Google cites industry trends towards shorter data cycles, driven by privacy concerns, as the reason for the change. Data older than 11 years will no longer be retrievable through the API, and advertisers are advised to store any needed data before the deadline. This may lead to discrepancies in reporting for advertisers relying on older data.

TikTok Unveils Fully Automated Ad Solution Ahead Of Holiday Push

TikTok has launched ‘Smart+’, a fully automated ad solution ahead of the holiday season, allowing advertisers to streamline campaign creation. The tool automates targeting, bidding, and creative selection using TikTok’s generative AI, TikTok Symphony, to deliver optimised ads. Smart+ supports Web Campaigns, Catalog Ads, App Campaigns, and Lead Generation Campaigns. Additionally, TikTok introduced ‘GMV Max’, a feature aimed at merchants on TikTok Shop, which automates ad creation and boosts traffic across organic, paid, and affiliate content. GMV Max simplifies campaign setup, expanding reach across TikTok’s shoppable placements, and has shown a 30% average increase in Gross Merchandise Value during testing. Both solutions aim to improve advertiser performance and ROI during the holiday push.

Google Shows 3 Ways To Boost Digital Marketing With Google Trends

Google’s Daniel Waisberg and Omri Weisman have shared three key tips for using Google Trends to enhance both online and offline marketing strategies. First, businesses can benchmark against competitors by comparing search trends for company names and analysing search volume by region, helping optimise marketing efforts geographically. Second, Google Trends can track brand awareness by examining rising and top search terms associated with the brand, providing insights into consumer perception. Lastly, businesses can forecast product demand by analysing search trends for specific products, identifying seasonal patterns, and exploring related search terms to uncover new opportunities for product diversification. These strategies help optimise decision-making, improve ROI, and better understand consumer behaviour.

SearchGPT to Integrate Into ChatGPT By End Of Year

OpenAI plans to integrate SearchGPT into ChatGPT by the end of the year but will not share ad revenue with publishers whose content it uses, at least initially. Instead, OpenAI’s media partnerships head, Varun Shetty, emphasised that publishers will benefit from increased traffic and proper content attribution. While Google and Microsoft have revenue-sharing agreements with publishers, OpenAI’s focus is on driving user engagement rather than direct payments. Shetty, speaking at the Twipe Digital Growth Summit, highlighted opportunities for AI to support journalists in tasks like recommending stories and finding relevant media. SearchGPT currently has around 10,000 U.S. users and generates more referral traffic than competitors like Perplexity.

X Changes Creator Payouts to Depend On Engagement, Not Ads

X is shifting its creator payments from ad-based revenue to engagement-driven payouts from X Premium users. This change means creators will now earn money based on how much interaction their posts generate, rather than ad views in their replies. The new policy may encourage creators to post content that sparks reactions, potentially leading to an increase in ‘engagement bait’ posts designed to provoke replies, similar to issues Instagram Threads has faced with ‘rage bait’. X has not indicated plans to police such content, and the system could impact the platform’s discourse, especially with the U.S. elections approaching, as creators may exploit political or controversial topics to drive engagement.

Google is Making a Major Change to Local Service Ads

Starting November 21, businesses must have a verified Google Business Profile (GBP) to continue running Local Service Ads (LSAs) and displaying customer reviews. This change emphasises GBP as the primary source of truth for LSAs, requiring the name and address on the GBP to match the LSA information. Ads will be paused for businesses with unverified or suspended GBPs. Additionally, customer reviews will be consolidated through GBP, with all reviews visible on both LSAs and GBP by early 2025. This update streamlines ad and review management but may disrupt businesses that haven’t integrated their GBP with their LSA by the deadline.

Meta Announces New Video & AI Features At Advertising Week

Meta has introduced updates to its advertising platform, emphasising video content, AI-generated ads, and creator partnerships. With 60% of user time on Facebook and Instagram spent watching videos, a new video tab will consolidate Reels, longer videos, and live content. Meta is expanding its AI ad tools, including Video Expansion, which adjusts video aspect ratios, and Image Animation, which turns static images into videos for Instagram Reels. Creator partnerships are also being enhanced, with features like creator testimonials and a centralised Partnership Ads Hub. These updates reflect Meta’s focus on video content and aim to help advertisers adapt to the increasing dominance of video on social media while improving campaign performance and reducing costs.

YouTube Takes on TikTok With Longer Shorts, Templates, Trends, and More

YouTube has introduced several updates for YouTube Shorts to better compete with TikTok. Creators can now upload videos up to three minutes, and the Shorts player has been revamped to enhance video visibility by adjusting the interface and compressing non-essential details like video descriptions. New templates allow creators to quickly join trends, similar to TikTok’s CapCut feature, with the option to remix videos directly within the Shorts camera. A new trends page will help users discover popular content in their country, and comments can soon be previewed in the feed to boost engagement. Users can also temporarily reduce the number of Shorts they see in their feed. Additionally, Google’s AI tool, Veo, will soon be available for video background adjustments.

Snapchat Is Testing 2 New Advertising Placements

Snap has launched two new advertising placements, Sponsored Snaps and Promoted Places, currently in closed testing. Sponsored Snaps, tested with Disney, presents full-screen vertical videos to users, allowing them to engage through direct messages or links. These ads disappear if unopened after a certain period. Promoted Places, tested with McDonald’s and Taco Bell, appears on the Snap Map to highlight recommended locations, increasing visits by an average of 17.6% among frequent users. Snap has not yet announced when these features will be available to all advertisers but plans to evolve them based on user and brand feedback. Future integrations may include CRM systems and AI chatbots.