Posts by Liam

The Google March 2024 core algorithmic update has arrived and it’s bad news for brands who have been taking advantage of AI-generated tools such as ChatGPT. Google’s update will penalise sites that have been made using AI-generated content, due to this content’s inability to meet the standards of quality that Google has outlined in its documentation.

What’s the problem with AI-generated content?

There is nothing wrong with creating AI content, however, it must be acceptable for Google and meet their quality standards. There are numerous ranking systems such as the Helpful Content and Reviews system that have such a strident quality system that AI content will always be unable to satisfy this. For example, there are several qualities that Google documentation, which rules out AI-derived content such as Experience, author page, author background information, author About page, Google Perspectives, Google News and published reviews.

Can AI content still be used?

Unfortunately, due to the impact of online regulations, AI is facing a daunting challenge. However, there are still ways to implement AI that can benefit your business without getting on the wrong side of Google.

For example, creating review content using AI is a possibility. You could consider using these tools to improve the rough draft of content that the human has produced. If you want a review product you can use human analysis to work out benchmarks and positives and negatives, before uploading it to an AI tool to use your language, thoughts and analysis to create the review.

We should look at AI as a method of enhancing our reporting, data dives and rough ideas. Ai can’t identify all the quirks and nuggets of information, but humans can. Therefore, AI can complement the human element of creating content.

Google will begin its rollout of new AI updates to Android products over the next week with some exciting features set to arrive. The updates also range from normal Android product to the Wear OS technology as well as access to Gemini.

What can we expect from Gemini?

You are now able to access the Google AI system Gemini from Google Messages on your Android device. This means you can draft messages, create ideas physically and plan events or meetings all within the confines of the Messages app. Additionally, the Android Auto feature will become more advanced as the interface is using AI to allow the user to immediately summarise long texts or group chats and even saves you time by providing suggested replies.

How is the update is helping with Maps?

This new update has many benefits for Google Maps across different devices. The new Lens feature in Maps, for example, will use AI and augmented reality to allow users to see and pinpoint places as they pan their phones. In short, it allows users to enter the map. Furthermore, the TalkBack feature will tell you information such as ratings, directions and opening times out loud which is helpful for many and makes
the tool more inclusive for those who are blind. Moreover, the new Wear OS update will allow users to see maps on their watches, as well as access boarding passes, cards and see departure times of for transport such as buses and trains.

The update also improves switching devices

The update has also made it much easier to switch between your devices. For instance if you wanted to change devices but continue listening to YouTube Music, you can use the output switcher and you can then beam a song. This can also be done with Spotify and has capacity to switch between TV, phone, headphones and other smart displays. The aim is to create a bespoke and personalised user experience whereby its customers can easily move between all elements of their Google profile.

In an era where the fusion of social media data with search engine capabilities is becoming increasingly strategic, Google’s latest move to integrate Reddit’s vast repository of user-generated content into its search algorithm marks a pivotal moment in digital search dynamics.

Google and Reddit’s strategic partnership, involving a $60 million deal, is a forward-thinking initiative to integrate Reddit’s vast, user-generated content into Google Search. This collaboration not only promises to enhance the search experience by providing users with rich, real-time insights directly from Reddit’s communities but also signifies a major step in utilizing social media data to improve search relevancy and depth. For Reddit, this deal represents a significant leap towards increasing its visibility and user engagement across its myriad of niche forums, marking a transformative moment in its business trajectory.

Here’s an exploration of what this partnership entails and its implications for both platforms and their users.

Benefits for Google

For Google, the partnership with Reddit offers significant benefits by providing exclusive access to a wealth of real-time, user-generated content. This access enables Google to enhance its search algorithms with fresh, structured information from Reddit’s dynamic discussions, enriching search results with diverse perspectives and insights.

Additionally, it bolsters Google’s generative AI projects with unique data, helping to refine and improve AI-driven content generation and search relevance, further solidifying Google’s position in the competitive search engine market.

Benefits for Reddit

The partnership with Google offers Reddit enhanced visibility and user engagement across its forums. Direct integration with Google’s search capabilities means Reddit’s content and discussions will reach a wider audience, potentially increasing participation in its communities.

This deal signifies a valuable endorsement of Reddit’s platform and its efforts to evolve into a more mainstream, user-friendly space, aligning with its broader business objectives and future growth plans, including its anticipated initial public offering (IPO).

Strategic and Financial Implications

The strategic partnership between Google and Reddit carries profound strategic and financial implications. Strategically, it positions Google to enhance its search engine with unique, user-driven content, potentially outpacing competitors in delivering relevant search experiences.

Financially, while the $60 million per year deal provides a substantial revenue stream for Reddit, it’s the long-term benefits—increased visibility, user engagement, and potential growth—that underscore the deal’s value.

This partnership not only signifies a pivotal shift in Reddit’s business model but also highlights the increasing value of social media data in the digital economy.

The impact on SEO

The strategic partnership between Google and Reddit might significantly impact Search Engine Optimization (SEO) strategies. By prioritizing Reddit’s user-generated content in search results, websites and content creators may need to consider engagement on Reddit as part of their SEO strategy. This could involve creating content that resonates with Reddit communities or leveraging Reddit for insights into trending topics and audience interests.

Additionally, the freshness and authenticity of Reddit’s content could influence Google’s search algorithms, emphasizing the importance of real-time, community-driven content in achieving SEO success.

This week Instagram announced that it would expand its Creator Marketplace offering into eight new countries: the UK, Canada, New Zealand, Australia, India, Brazil & Japan. The marketplace is a platform which connects creators and brands for advertising or paid partnerships. Chinese export brands are also expected to join the marketplace in the next year.

Why has Meta decided to expand the marketplace tool?

The platform was initially launched in the US in 2022, where both brands and creators have found much success. Instagram claimed that thousands of brands and creators have been onboarded since then. Consequently, Instagram also added API features which allowed briefs to be outlined and agencies were invited to join.

Furthermore, Instagram is competing with other offerings from rivals such as Snap, YouTube and TikTok which offer a similar model. Instagram wants to ensure that its platform is the most effective and influential partnership space.

How does the tool work?

The marketplace allows marketers to approach creators for a paid partnership or even a partnership ad, and this can help drive organic traffic or conversions. Creators can access the professional dashboard via their Instagram app and can feature the topics and themes that are most relatable to them. Thus, removing any confusion or mistaken connections.

The dashboard is boosted by algorithmic machine learning technology. This allows for a more tailored version of the dashboard for each user and expedites brand matches. Alternatively, a brand could manually search for a creator outside of these specifications if they so wished.

Once a request is made, creators will be able to see all the messages in their Partnership Messages folder in the app. Here they can review the content and assess whether they’d like to reply.

The expansion hasn’t arrived just yet, but we recommend creators keep an eye on the Meta Business Suite for when the rollout is complete.

In June 2023, Google announced that they would be redeveloping their News feature by rolling out a new design for the Following feed on Android. This feed provides the user with updates on topics, locations, and sources that they have customised and selected.

What has Google changed with the Following Feed?

Historically, Google News would allow users to follow whatever topic they wanted whether that was Sports, Politics or Health, for example, as well as the publications (such as the New York Times) as well as their location. The Google algorithm would then collate this information into your ‘For You’ feed. The Following tab would simply list everything that you followed however this has now changed to create a custom board with cards for all the topics, sources, and locations.

Whilst you can’t amend the card’s position in the app they are all linked back to the main hub. Additionally, the app has a recently followed section which will allow users to find something quickly if they would rather not scroll. In general, this redesign has created a more enjoyable UX and users for all to have a more focused experience as well as offering greater control over your News.

Why has Google made the update?

These changes have arrived following Google’s decision to overhaul the Material You, element of Google News earlier in the year. Material You is the new design language, which Google has implemented across all products such as Pixel Watch and Pixel 7 Pro phone. The design is expected to make a user’s experience more customizable and personal.

However, there has been speculation that the redesign is merely laying the groundwork for a product merger with the Chrome browser. Despite this, the update reiterates Google’s commitment to creating a tailored user experience across all its products.

Non-Amazon sellers will soon be able to advertise the site with the company launching a beta platform that could be a lucrative new way for companies to reach new audiences. Amazon currently offers display advertising only, however by opening its doors to new customers and allowing companies to generate leads via this platform, they are expanding a marketers advertising portfolio with very valuable audiences.

What are Amazon’s Non-Endemic Ads?

This new ad system will enable businesses who aren’t selling directly on Amazon to run campaigns such as lead generation, to reach Amazon users. The channel will be available for the automobile, travel, restaurant, and education sectors as well as local services.

Additionally, the brands will be able to target audiences using the deep well of Amazon data, which is particularly good for gauging a user’s interests on the site. These campaigns will also run on other Amazon-owned third-party sites such as IMBd and Twitch.

What type of campaigns can a business run?

There will be two options for users, the cost per click campaign (CPC) and the cost per thousand impressions (vCPM) model. For comparison, these mirror the traffic-driving campaigns and brand awareness campaigns in Meta. The CPC should be used for engagement with the impressions tactic being implemented for visibility. In the beta platform, location targeting is slightly limited but you can still reach cities – however, this beta platform is still only available in the US.

Why should advertisers consider Amazon?

Amazon’s is not only the size of its audience but also that it is privacy compliant, which is very important as we head towards a cookieless world. Additionally, the ability to target based on product interaction and purchasing behaviour makes it versatile and different to Meta or LinkedIn.

Whilst we don’t recommend shifting the budget fully towards Amazon, it could be a great way to supplement your campaign and allow brands to reach specific individuals who potentially were hard to reach. If you are in an appropriate industry, we suggest utilising some budget for testing Amazon’s new offering.

Meta has recently introduced new tools to protect brands digitally from threats such as unauthorised use of their brand and intellectual property. This includes the updated Brand Rights Protection suite, which will identify and then action any content that is infringing upon a brand and a new IP reporting section where brands can submit issues.

What is different about Meta’s new brand right protection

The new system offers users more advanced tools to monitor infractions and respond to any misuse of their trademarks. Meta has achieved this by improving the capabilities of their matching algorithm, and searches and by expanding their reference library. This means they can respond more quickly to violations, and this is in large part due to the new cross-surface searching. This enhancement has allowed multiple searches across numerous areas of Meta such as ads, commerce, posts, and accounts. Consequently, it has removed the need for repeated searches, and this has streamlined the process.

The intellectual property report centre

Additionally, Meta has created a new IP Reporting Centre which has the purpose of reporting on any infringements. Users will be able to save their account information and see a history of their reports, making the management of this process much easier. Additionally, you can log in using your personal Facebook, Instagram or Business Manager details.

Empowering image protection on the platform

Rights owners will be able to manage and protect their image content more effectively in 2024 as these new updates have introduced the capability to automatically block unauthorised images and allow users to action numerous violating images at once.

More protection for businesses

As well as the tool upgrade, Meta has also rolled out a new business-specific resource that will help protect brands on Meta platforms. If you enter the Meta for Business website, you’ll find the new upgrades for brand protection which can resolve issues and monitor for any attacks.

Vigilance is still required by brands when using social media platforms, however, it is comforting to know that Meta has started 2024 by upgrading its existing tools in order to support brands online and protect their identity.

This month Meta reiterated their plans to launch an ad-free version of their Instagram and Facebook platform for users in the EU. This move has been influenced by regulations such as the Digital Services Act, however, it can also be seen as a test of how much users value their privacy.

What are the benefits of an ad-free model?

Facebook & Instagram users are being charged 12.99 euros per month to live in an ad-free social media world which also opts them out of any personalised ads that come from their data being gathered. Whilst this may be attractive to some users it is worth noting that it could be beneficial to Meta. They can replace lost ad revenue with this subscriber model and present new opportunities.

Ad-free models aren’t new, with many streaming services having adopted this over the last few years and social media sites such as X (formally Twitter) expressing their desire to trial an upgrade of its existing reduced ad-premium service Twitter Blue. For users, this model can provide more privacy and fewer interruptions whilst simultaneously financially supporting the businesses. If this does work in the EU, then users worldwide should expect to be offered this option in the future.

Is everyone tired of personalised ads?

Interestingly, not all Meta users are interested in paying more to lose their personalised ads. A 2022 study found that 81% of Gen Z users in the US were supporters of personalised ads and their data being used in this way, whilst 57% of Millennials also agreed.

Here in the UK two-fifths of UK subscribers are in favour of having data-driven ads. Furthermore, there is a financial situation which plays a part in a user desire to remove data as many won’t want to start spending nearly £30 a month of ad-free services from X, Facebook and Instagram, on top of the costs they already pay for streaming services such as Netflix or Amazon.

What could be the best way to maintain the status quo in the marketing ecosystem is for brands to create content that prevents ad fatigue and provides users with a space that is thoughtful and relevant.

Google’s disabling of third-party cookies to 1% of all Chrome users has roughly affected 30 million browser users. This is the first step in their plan to remove tracking cookies for all users in the second half of 2024. This action will have a major impact on marketers and their ability to target users. 

This action has presented a major test for agencies and brands about how they can adapt and succeed in an eco-system which will fundamentally and irrevocably change. One exciting innovation, which has become increasingly useful over the last year, could present a solution: AI.

Why could AI help?

Over the last year, AI, through Chat GPT, has generated much excitement. Not only this but many have found AI extremely useful in lessening workloads and supporting creative production such as ads or copy. Consequently, there is a belief that the technology could provide a solution to Google’s cull. 

AI can analyse a consumer’s digital footprint online such as which sites they’ve visited, and how and why they’ve bought certain products. Using AI to interpret these patterns of behaviour can help advertisers create bespoke marketing plans for consumers, and plug the hole previously occupied by third-party cookies.

The power of AI

AI technology is capable of filtering and evaluating data with expedience and accuracy which will allow marketers to combat the loss of cookies The expectation is that AI can offer a level of understanding through transactional intent and contextual intent.

Are there any limitations to AI replacing third-party cookie data?

AI can and likely will be an integral tool in a marketer’s arsenal moving forward, however, they require three key elements to succeed; excellent first-party data, the infrastructure to process this data and a team of analysts or data scientists who can develop said data.

Furthermore, some concerns about using AI in coordination with your data may have legal risks relating to IP infringement, confidentiality and certain sector regulations. However, the expectation is that AI can energise a marketing campaign going forward and therefore all agencies, brands and marketers, in general, should be thinking about how they can utilise this tool.

After years of deliberation, Google has begun its mission to remove tracking cookies in Chrome. These tracking cookies are also known as third-party data and play an instrumental role in monitoring user behaviour in digital marketing campaigns.

What are third-party cookies and why is it important?

Third-party cookies follow users across the internet and allow marketers to gather an understanding of user behaviour. The cookie data is sent to third parties who then leverage this in digital advertising campaigns. It is suspected that over 80% of marketing agencies use this type of data in their campaigns. Third-party data can be particularly effective in retargeting users who have visited a site with follow-up emails (such as cart abandonment) or new products.

Why does Google want to remove third-party data?

Google initially suggested the phasing out of cookies in 2019 however the implementation date has been pushed back multiple times before its launch this year. Only 1% of Chrome users will be affected primarily, but Google hopes that it can phase out cookies entirely by the end of 2024. The company claims that the removal of third-party data will improve user experience, by providing more privacy and security.

What strategies should agencies implement moving forward?

Most of the marketing community agrees that first-party data needs to be at the forefront of any 2024 marketing strategy. First-party data is data that a company owns such as email addresses. Brands should utilise existing data for any future campaigns and build their current data segments. The larger the data pool, the more effective their digital marketing campaigns will be. There will be challenges ahead though as many online users are often unwilling to hand over their data without serious consideration.

What’s next?

Google’s action has massively changed the marketing landscape and consequently, the ad ecosystem will have to adapt quickly. Google is offering support via a yet-to-be-released Privacy Sandbox which could potentially help businesses. Furthermore, some marketeers could move towards redistributing their budgets into walled gardens such as Amazon or Facebook – these companies have a strong well of data from users who have logged in.             

2024 has started with a seismic shift to the marketing world and everyone should dutifully be prepared for even greater changes to come.