Welcome to your weekly roundup of the must-know updates from the world of digital marketing.
Google Extends Added Character Benefits of Responsive Search Ads to Text Ads
Google has stated that it will begin to roll out its responsive search ads to more accounts in English, French, German and Spanish starting in September. These ads, alongside text ads will be updated to allow room for 3 headlines and the description text will increase from 70 characters to 90! Definitely, something that is welcomed at the SocialB Office.
Google’s Updated the New Search Console to Bring in More Feature’s from the Old Version
Google has announced that the new search console has been updated with three new features which it didn’t have before. The features will allow accounts to manage users and permission directly in the Search Console. Add sites and validate ownership and you are able to see the Mobile Usability report. These three features were previously available in the old version and have now been migrated over to the new Google Search Console, the beta version.
Amazon’s Share of Smart Speaker Market Dropping
As seen in a new report from Strategy Analytics (below), Amazon’s global market share of smart speakers dropped from 75.8% in Q2 of 2017 to 41% in Q2 of 2018, with the likes of Google (16.1% to 27.6%), JD.com (1% to 2.2%) and Others (7.1% to 16.3%) seeing a large increase.
While Amazon still has the majority share of the market (particularly in the US where 70% of smart speaker sales consist of Amazon’s Echo range), Google’s and Others’ shares are expected to increase, especially in China where the market is dominated by smaller, local brand speakers.
What does this mean for marketers? If you’re hoping to compete in the voice search space internationally, be sure to check what devices your customers are most likely to use in each targeted country.
L’Oréal Teams up with Facebook for AR Advertising
L’Oréal is now among the first brands to experiment with Facebook’s new AR ad formats. The ads let users ‘try on’ cosmetics and can go on to make purchases without having to leave Facebook.
L’Oréal has been heavily investing in augmented reality (AR) over the past year, having recently acquired AR/AI brand ModiFace with the aim of expanding its digital offering and “reinventing the beauty experience”.
“Facebook and L’Oréal share the vision that AR is becoming key for product and brand discovery and purchase,” commened Lubomira Rochet, L’Oréal’s chief digital officer.
Watchdog Investigates Influencer Marketing Practices
The Competition and Markets Authority (CMA) has launched an investigation into social media influencers, after concerns that they aren’t properly disclosing when they’ve been paid to endorse products.
The Watchdog believes that some influencers could be falling short of consumer protection law, which requires posts to be properly labelled as sponsored content or advertising. As a result, influencers’ trusting fans could mistakenly believe that an endorsement is actually the star’s own personal view.
This development follows a review into influencer marketing launched by the ASA earlier this year, who have said that consumers “shouldn’t have to play detective” to spot ads on social media.