Welcome to this month’s digital roundup! Each month, we bring you the latest platform developments which are crucial for your marketing strategies. This month we see the latest updates from Google for Performance Max, Hubspots AI marketing tolls and the latest social media trends. Dive into the key updates from September that you need to know about, all outlined below.
Contents
New Data Privacy Technology for Advertisers Announced by Google
Google recently introduced “confidential matching,” a technology designed to enhance data privacy for advertisers. Using confidential computing, businesses can securely use their first-party data for ads, maintaining strict privacy controls.
The system utilises Trusted Execution Environments (TEEs), ensuring that even Google cannot access the processed data. This move comes amid growing concerns over data privacy.
Confidential matching is now the default for Customer Match connections and is expected to expand across Google’s advertising solutions. This free feature could strengthen Google’s position in privacy-focused digital advertising.
New Performance Max Updates from Google
Performance Max reporting has been limited with insights hard to find but now Google is rolling out updates to its Performance Max platform, offering advertisers enhanced tools and insights. These include tracking conversion metrics for individual creative assets, streamlined performance insights through a unified dashboard, and reporting on campaign pacing against goals.
Additionally, impression share reporting will give users better visibility into how their ads perform in search results. These updates aim to make it easier for advertisers to optimise their campaigns, improve underperforming assets, and stay competitive in the ad landscape. Asset reporting will be fully available by the end of this month.
Negative Keyword exclusions brought to Performance Max by Google
Google is introducing campaign-level negative keyword exclusions in Performance Max by the end of 2024, allowing advertisers to refine ad targeting. This long-awaited feature gives brands more control over how their ads appear in search results.
In addition, omnichannel bidding will be added to Demand Gen campaigns, helping optimize for both online and in-store conversions. Demand Gen will also integrate with Display & Video 360 for more flexible media buying. These updates offer greater control and optimization for advertisers looking to maximise ROI in their campaigns.
HubSpot Rolls Out AI-Powered Marketing Tools
HubSpot recently introduced “Breeze,” its new AI-powered tool designed to improve efficiency in marketing, sales, and customer service. Breeze offers features like Copilot, Workflow Agents, and Data Enrichment, all aimed at automating tasks and streamlining processes.
However, human oversight is still essential, especially in areas like content generation. Breeze helps marketers cut through digital noise with personalised recommendations, automated workflows, and enriched customer data. Additionally, HubSpot updated its Marketing Hub with new tools for video creation, social media publishing, and improved analytics to unify customer data effectively.
Social Media Content Strategy Report from Sprout Social Reveals Trends
You can view the full report for more details but here are a few key points from the report.
- Instagram leads the way for consumer attention across all platforms with “edutainment” being the most valuable content to them.
- Facebook users are most likely to engage with text-based content, even more so than static images and short-form videos. Millennials, Gen X and Baby Boomers are most likely to use Facebook for customer care.
- Unsurprisingly, TikTok is GenZs go-to platform for news and product discovery.
That’s it for now, we hope you found this useful. For more help with your digital marketing, contact us at info@socialb.co.uk or +44 1223258000 for a quick chat to see how our consultants can assist.
