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Digital Marketing News Topics Week 14

Welcome to Q2 of 2024! We have another edition of Move Ahead Media’s Weekly News Round Up just for you! In the dynamic and ever-changing world of digital marketing, the action never stops. 

Our first blog for April starts with INP (Interaction to Next Paint) and a GA4 (Google Analytics 4) update. Then we take a look into the 2023 Ad Safety Report and listen to an announcement from YouTube’s Chief Product Officer!

Whether you’re a seasoned digital marketing professional or just curious about what’s happening, we’ve got you covered!

Introducing INP: A New Player in Google’s Core Web Vitals

What is INP? Interaction Next Paint is a new metric introduced by Google to measure web page interactivity. It focuses on the time between a user interacting with a webpage (click, tap, etc) and the “next paint” event. The next paint event is when that page visually responds to the activity. It is now a crucial part of Core Web Vitals.

INP correlates with user-perceived responsiveness. Low INP scores may appear unresponsive to users which leads to poor user experience. 

It replaces FID (First Input Delay) and this transition shows the importance of embracing this broader metric. 

To improve these scores, you should look into your JavaScript execution, and optimise event callbacks. It’s also important to reduce main thread activity and focus on tasks that critically impact interactivity. 

There are various tools available to track and analyse your website’s health. But, if this sounds too technical for you, MAM’s team of developers are here to help. We know how to improve and optimise all Core Web Vitals metrics such as INP, LCP (Largest Contentful Paint) and CLS (Cumulative Layout Shift). 

We can provide actionable insights to enhance user satisfaction, engagement and search engine rankings. Ensure that your website meets the ever-changing standards of user experience and SEO. Contact us today. 

Source: https://yoast.com/inp-interaction-next-paint/

GA4 Update Unifies Conversion Reporting Across Ads & Analytics

Let’s get into Google’s recent announcement about unifying conversion reporting. This update affects data across Google Ads and Google Analytics. 

To ease the comparison of actions across the platforms, they have standardised the definition of conversions. This provides a holistic view of your ad’s effectiveness. They now also have “Key Events” to replace legacy conversions in behavioural analytics. This update stops discrepancies that may occur when using different tracking methodologies! What a game-changer!

The simplified setup improves the accuracy of data to manage our campaigns more effectively. It gives advertisers a more streamlined approach to measuring and optimising campaign performance.

They also announced that they are adapting to a cookie-less future! They will use privacy-first solutions with support from Chrome Privacy Sandbox APIs.

The migration plan promises to be seamless and requires minimal action from advertisers! 

Source: https://blog.google/products/marketingplatform/analytics/evolving-google-analytics-for-more-insightful-measurement/

5.5 Billion Ads Blocked In 2023 According to Google’s Ad Safety Report

That’s a huge amount. Google did this to show its commitment to maintaining a safe and trustworthy advertising ecosystem. The blocked ads included misleading content, phishing scams and promoting counterfeit products. 

In another staggering number, they also shared that they restricted 6.9 billion ads! Content areas for the restricted ads were alcohol, medicine, gambling, financial services, copyright infringement and adult content. And these numbers are only going to increase.

The report shares how Generative AI was the main driver for the increased ad enforcement.

Having said that, advertisers and users should still be vigilant and proactive. Google’s AI tool, Gemini, will be used even more as an ad safety tool moving forward. However, we should still monitor our accounts for potential red flags.

Source: https://blog.google/products/ads-commerce/google-ads-safety-report-2023/

YouTube CPO Shares Notes and Insights Into Her Vision For The Platform

Johanna Voolich, YouTube’s Chief Product Officer, gives us a look into her day-to-day life in a new interview series. She also shares her plans for the platform. 

Starting with a product note, she says that YouTube’s thumbnail A/B testing has been rolled! This helps creators figure out which thumbnail works better for their audience. The test pool has 50,000 creators so far. After the trial period, they aim to bring it to all creators by the end of 2024. 

Voolich also discusses her focus on AI, plus the difference between visible AI and invisible AI. She mentions the 4 different tools they have on the platform.

  1. Aloud – multiple language dubbing
  2. Research Tab – provides recommendations for content and improvements
  3. Dream Screen – adds AI-generated images or video backgrounds
  4. Dream Track – uses AI to create original music

These tools provide benefits for creators to create original and authentic content. This differentiates them from other social media platforms and markets. By pushing for real content, they stand out from the usual bot-generated engagement.

It’s good to hear what YouTube is planning. Is it time to look into your YouTube profiles

Source: https://www.youtube.com/watch?v=4TIb8gqMYZ4

THINK AHEAD. MOVE AHEAD.

We love to talk about digital marketing! Contact us today and we can help you generate real ROI gains for your business. Call us at +61 (0) 2 8003 3921 or email info@moveaheadmedia.com.au


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