1. Google Ads Announces New 11-Year Data Retention Policy
Understanding Google’s new 11-year data retention policy is crucial for companies managing large volumes of ad data. Implementing this policy means that businesses must adapt their data strategies to comply with extended retention periods, ensuring they are prepared for audits and leveraging historical data for long-term insights.
Google has announced a significant change to its data retention policy, extending the retention period for Google Ads data to 11 years. This new policy will come into effect on November 13th, providing advertisers with a longer window to retain their user and campaign data. The extended period aims to align with evolving regulatory requirements and improve user experience.
For advertisers, this means re-evaluating their data storage strategies and potentially adjusting how they handle data archiving and retrieval processes. The change is particularly relevant for industries that rely heavily on long-term data analysis, such as finance, healthcare, and enterprise-level businesses.
The new policy can also benefit marketers by offering richer historical data for trend analysis, campaign performance comparisons, and audience insights over extended periods. While this can be an advantage, it also places a greater emphasis on data security and privacy, making it essential for businesses to adopt best practices in data management.
To remain compliant, companies should review the updated guidelines, assess their current data handling processes, and ensure they can adapt to these new retention timelines.
https://ads-developers.googleblog.com/2024/10/new-data-retention-policy-for-google-ads.html
2. TikTok Unveils New Automated Performance Advertising Solutions at Advertising Week
For companies looking to optimize their advertising on TikTok, the new automated tools can significantly reduce manual campaign management. By leveraging these solutions, businesses can achieve better results and higher engagement with less time investment, allowing them to focus on other strategic areas.
During Advertising Week, TikTok revealed its latest offering—Smart Plus, a suite of automated performance advertising solutions. These tools utilize AI and machine learning to help advertisers optimize campaigns more effectively, reducing the need for manual adjustments and improving the overall efficiency of ad spend.
The new Smart Plus features include AI-driven targeting, creative optimization, and automated budgeting tools. These enhancements enable advertisers to reach their desired audience more precisely and adjust creative elements dynamically based on user engagement.
TikTok’s move aims to position the platform as a leader in performance advertising, offering a competitive edge to brands looking to tap into its extensive user base. For businesses, this translates to the ability to run more effective campaigns without needing a deep understanding of complex ad management processes.
Overall, TikTok’s investment in automation underscores its commitment to helping brands achieve better results through innovation, making it a valuable platform for both small and large advertisers looking to drive engagement and conversions.
https://newsroom.tiktok.com/en-us/tiktok-is-building-for-the-future-with-smart-plus
3. Apple Search Ads Introduces Deep Linking
Deep linking in Apple Search Ads provides a more seamless user experience, directing users straight to relevant content within apps. For companies, this can enhance app engagement and reduce drop-off rates, leading to higher conversion rates for in-app purchases and subscriptions.
Apple has introduced deep linking capabilities for its Search Ads platform, a move that allows advertisers to drive users directly to specific content within their apps. This feature is designed to streamline the user journey, making it easier for users to find the information or service they are looking for after clicking an ad.
With deep linking, advertisers can create a more tailored experience for their audience, directing them to targeted pages rather than just the app’s homepage. This can be especially beneficial for businesses offering a wide range of products or services, such as e-commerce platforms or content-based apps.
By reducing the number of steps users need to take to reach their desired content, deep linking can help improve overall user satisfaction and engagement. It also allows for better tracking of user behavior post-click, providing valuable data for refining advertising strategies.
As competition in the app marketplace grows, utilizing tools like deep linking can give advertisers a distinct edge, offering a smoother path to conversion.
https://searchads.apple.com/help/ad-placements/0081-ad-placement-options
4. Google Expands Store Ratings on Search to More Countries
Expanding store ratings across more countries means businesses can now showcase their credibility directly on Google Search. Implementing this feature can help build trust with new customers, leading to higher click-through rates and better conversion opportunities.
Google has announced the expansion of store ratings in search results to additional countries, allowing businesses to display customer feedback prominently. This feature offers consumers a transparent view of a store’s reputation, helping them make more informed purchasing decisions.
The expanded visibility of store ratings can be particularly advantageous for e-commerce businesses and local retailers, as it provides an opportunity to highlight positive reviews directly in search results. This can enhance the visibility of a business and attract more qualified traffic.
For companies operating in newly included regions, enabling store ratings can improve their competitive positioning, as consumers are more likely to engage with highly rated stores. Additionally, businesses can use feedback to identify areas for improvement and address customer concerns.
Ultimately, Google’s expansion of store ratings aims to improve the search experience for users while offering businesses new opportunities to build trust and attract a broader audience.
https://developers.google.com/search/blog/2024/10/store-ratings
5. Google Merchant Center Launches AI-Powered Video Generation in Product Studio
The introduction of AI-powered video generation allows businesses to create dynamic video ads quickly. This feature can help boost engagement in product ads, enabling companies to leverage video content without the need for costly production resources.
Google Merchant Center has launched a new AI-powered video generation feature within its Product Studio. This tool is designed to help merchants create high-quality video ads for their products automatically, offering a time-saving solution for businesses looking to enhance their visual content strategy.
Using advanced AI algorithms, the tool generates short promotional videos based on product images and descriptions. Merchants can customize these videos to better align with their branding and advertising goals, making it easier to create compelling ads that stand out.
The introduction of this feature is particularly beneficial for small and medium-sized businesses that may not have the resources for professional video production. It allows them to compete with larger brands by using engaging video content in their ads.
With video content becoming increasingly crucial in online marketing, this feature offers a cost-effective way for businesses to adapt to consumer preferences and maximize their advertising impact.
https://support.google.com/merchants/answer/15400787
6. Google Rolls Out Vehicle Ads for UK Advertisers
Vehicle ads provide a new way for car dealerships to reach potential buyers directly through Google Search. For automotive businesses, implementing this feature can increase visibility and lead generation, driving more qualified traffic to their listings.
Google has introduced vehicle ads for advertisers in the UK, offering a specialized ad format for car dealerships and manufacturers. This feature allows businesses to showcase their vehicle inventory directly in Google Search, making it easier for consumers to find relevant listings.
Vehicle ads are designed to display key information such as make, model, and price, helping users compare options without leaving the search results page. This can streamline the research process for potential buyers, increasing the chances of conversions.
For dealerships, this represents an opportunity to reach a broader audience and enhance their digital presence in a competitive market. By using vehicle ads, businesses can target users based on their specific search queries, leading to more relevant ad placements and higher engagement.
As Google continues to innovate in e-commerce and local search, vehicle ads provide a valuable tool for the automotive industry to connect with customers in the UK.
https://support.google.com/merchants/answer/14933131
Our Services: