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Digital Marketing News Compilation – Ep. 1

Martin: Hello and welcome to our weekly news review. There have been a lot of changes over the last week so stay tuned for more.

Martin: Google Ads Now Shows Cart Metrics for Shopping Campaigns. On Google Ads, you can now see average cart size, cost of goods sold, gross profit and more to gain a clearer sense of which products are driving profitable cart transactions. If you run shopping campaigns, don’t forget that we’re getting closer to Black Friday and this data will give you a better sense of profitability of your ads. These columns are also available at a product-level so you can see which products are most likely to convert. To see the columns, you’ll need to have Google Ads conversion tracking setup, as well as having cost of goods sold, completed in your product feed.

Emily: Google is Introducing BERT Model to Search Rankings. The BERT model, standing for bidirectional encoder representations from transformers, helps understand search queries. At the moment BERT is to be used on 1/10 of the English US searches. The BERT model processes words in the search query in relation to the other words, meaning it will better interpret the meaning of a search query. Examples show how BERT causes more appropriate results to appear in SERPs in relation to search terms. This could revolutionise SERPs.

Lucy: Microsoft Ads Releases a Preview of its New Redesign. Microsoft are currently redesigning their ads interface and have given users a sneaky preview. Microsoft have been working to modernise the interface and to improve functionality for users. The new design is based on user feedback and to bring the design inline with other Microsoft products.Users will now have easier access to important sections of their account through a new global menu bar and navigation menus have been reorganised to focus on productivity.

Katy: Google Are Going to Stop Indexing Flash Content. By the end of 2019, Google will no longer be indexing Adobe Flash content. This means that Google won’t process content within Flash files in any context anymore. Most users and website owners won’t notice any impact from this according to Google. Google are just falling in line with the likes of Apple, who stopped supporting Flash when it introduced the iPhone. If you’re still using flash, you need to look towards using HTML5 and newer forms of JavaScript.

Katy: Facebook Have Released Responsive Ads with Multiple Text Optimisation. Following Google Ads Responsive Ad launch from last year, Facebook have now released the Multiple Text Optimisation feature. This allows advertisers to input several headlines, primary text and descriptions for a single ad. Facebook then dynamically serves the best combination. This is a further enhancement to Facebook’s automation skills. However, you won’t be able to view performance at a combination level as the performance data will be aggregated.

Martin: Thank you for watching. Follow our social channels to get daily news updates.