Today in Digital Marketing - Is This the End of Keyword Buying?
Episode Date: June 14, 2023The new AI that might just revolutionize clothing sales. How the ongoing Reddit strike is affecting ad campaigns. A new design coming for the Google Ads UI. And on the Premium Podcast, which you can ...get by tapping GO PREMIUM in the show notes… Jyll Saskin Gales breaks down Google’s plans to convert all your phrase and exact match keywords into broad match — how soon before keyword buying doesn’t exist?.Thanks to our sponsors!- Go to brevo.com to sign up for Brevo for free and use our code TODAY to save 50% on your first three months of Brevo’s Starter & Business plan!.✨ 𝗚𝗢 𝗣𝗥𝗘𝗠𝗜𝗨𝗠! ✨Get these exclusive benefits when you upgrade:✅ Listen ad-free✅ Weekly Meta Ad platform updates with Andrew Foxwell✅ Weekly Google Ad platform updates with Jyll Saskin Gales✅ Earlier episodes each day✅ Story links in show notes✅ “Skip to story” audio chapters✅ Member-exclusive Slack channels✅ Marketing headlines each morning in Slack✅ 30% off our Newsletter✅ Occasional deep-dive weekend episodes✅ Discounts on marketing tools✅...and a lot more! Check it out: todayindigital.com/premium.🔘 Follow us on social media🎙️ Subscribe free to our other podcast "Behind the Ad"🆘 Need help with your social media? Check us out: engageQ digitalIf you like Today in Digital Marketing, you’ll love Morning Brew.Get smarter in 5 minutes (and it's free!)There's a reason more than 4 million marketers and business people start their day with Morning Brew - the daily email that delivers the latest news from marketing to the ad business to social media. Business and marketing news doesn't have to be boring...make your mornings more enjoyable, for free.Check it out!.💵 Send us a tip🤝 Join our Slack: todayindigital.com/slack📰 Get the Newsletter: Click Here (daily or weekly)📰 Get The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form🎙️ Be a Guest on Our Show: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Share: Tweet About Us • Rate and Review.ABOUT THIS PODCASTToday in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source Audio.🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Google Ads for Beginners with Jyll Saskin Gales• Foxwell Slack Group and Courses .Some links in these show notes may provide affiliate revenue to us.Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy
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It is Wednesday, June 14th. Today, the new AI that might revolutionize clothing sales.
How the ongoing Reddit strike is affecting ad campaigns. A new design coming for Google Ads UI.
And on the Premium Podcast, which you can get by tapping Go Premium in the show notes,
Jill Saskin-Gales breaks down Google's plans to convert all your phrase and exact match keywords into broad match.
How soon before keyword buying doesn't exist?
Surprise, it's already here.
I'm Todd Maffin. That's Ahead, today in digital marketing.
Google's new AI tool is taking online shopping to the next level for e-commerce retailers. The generative AI tool lets consumers virtually try on clothes from
hundreds of brands by displaying them on different models and in a range of skin tones and body
types. The tool can take a single clothing image and accurately reflect how it would drape, fold,
cling, stretch, even form wrinkles and shadows on real models ranging in sizes from extra extra small to 4XL.
Starting today, U.S. consumers using Google Shopping can access the feature to try on
women's tops from participating brands by tapping products with the new Try On badge on search.
Google is also launching filtering options for clothing searches powered by AI and visual
matching. These filters, available in product listings on shopping,
let users refine their searches
based on color, style, and pattern.
By the way, we did a brief video about this.
If you want to see what the AI looks like,
you can follow us on TikTok, Instagram, YouTube, or LinkedIn.
We're going to start doing daily news videos again.
All our social media links are in the show notes,
or you can go to todayindigital.com slash social media.
From search to sale, Google is also working on a new shortcut to streamline the checkout process.
The tech giant is sending out emails to Google Merchant Center users, inviting them to test a
new call to action button
that sends shoppers who are ready to buy from search
directly to a site's checkout page,
bypassing the product page.
Who is that going to convert?
Jill Saskengales is our Google Ads correspondent.
People who are already familiar with your brand,
people who've already done their research.
So I think attribution there is going to be key.
No one's going to start their journey
by clicking a search ad and purchasing right away. And just by looking at kind of new customer
acquisition versus retention, really layering in those audiences to see what that brings for
the business. To participate in the pilot, users with access to the beta can log into Merchant
Center, access the settings tab, and then add the desired checkout landing page link. You can
choose between a dynamic URL template for the
entire brand or a unique checkout link for each product. The report recommends that advertisers
setting up their URL template should include placeholder product data parameters like the
product ID to make sure customers are directed to the correct checkout page. Google currently supports up to five parameters within the URL template.
BARD, that's Google's chat GPT rival, has been blocked in the European Union over privacy concerns.
The tech giant originally planned to launch its AI chatbot in the European Union this week,
but the Irish Data Protection Commission said the company failed to show
how it plans to comply
with the EU's data protection rules.
Politico reported on this today.
OpenAI, the creator of ChatGPT,
has also clashed with EU regulators.
The company's CEO recently said
it might be forced to leave the bloc
if it becomes too challenging
to comply with proposed AI laws,
which could force generative AI companies to reveal the materials used to train their models.
We are now three days into the Reddit blackout and advertisers are now starting to feel the consequences. In response to a new policy charging third-party apps for Reddit's previously free API, more than 8,000 Reddit communities have restricted user access.
AdWeek reports that as a result, advertisers paying to reach Reddit users are now facing campaign holds, redirected impressions, and softer metrics.
On Monday, the Reddit ad platform experienced a temporary outage along with the rest of the site, preventing media buyers from accessing reporting statistics, although the company says impressions were still being delivered.
According to one media buyer quoted by Adweek, the company informed advertisers that impressions lost from blacked out subreddits were being redirected to the homepage. A spokesperson for a digital marketing agency pointed out that this
redirection, though, undermines the contextually relevant locations that advertisers are trying
to target, as the ads would be displayed to a much more general audience. The blackout has
also resulted in slightly lower impression delivery and slightly higher CPMs for campaigns.
If this performance weakness continues,
the agency suggests reducing spend with Reddit
or allocating it to other platforms.
Meanwhile, the moderator boycott at Reddit
is also affecting the quality of Google's search results.
Many people add Reddit to their search queries
to find better results,
like, for instance, cookie recipes Reddit.
But now,
because of thousands of subreddits going dark, clicking on these links in the Google search
results page usually leads to a message saying the subreddit is private. Even without this search
trick, Reddit links often show up at the top of Google search results. But now a lot of those
links are leading to nowhere. The blackout was supposed to
end this morning. Some communities are back online. Others report their communities will stay down
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Be Zen. McDonald's and Burger King are beefing it out through AI-generated ad campaigns.
McDonald's recently launched a billboard campaign in Brazil that features ChatGPT's response to the question,
What is the most iconic burger in the world?
The ad then shows a verbatim response from ChatGPT, which explains why the Big Mac deserves the title,
tracing its origins back to 1967, and how it's so iconic that it's even used by the economist
to measure the purchasing power of world currencies. A few days later, Burger King placed
a billboard directly beside the McDonald's ad asking ChatGPT what burger was the biggest.
The chatbot's answer proclaims the Whopper as the heavyweight champion in terms of size and amount
of ingredients and that it is an option, quote, for those who want a more substantial meal, unquote.
Well, now Subway has jumped in, asking the bot how both burgers compare to its footlong sub.
The response says, in terms of size, both are significantly smaller than a footlong sandwich.
Subway, though, isn't buying any ad space.
Instead,
the company opted for a Photoshopped image of their billboard. Beside the other two,
an image then shared across social media.
So yeah, you may have noticed this. Amazon Web Services yesterday had a major outage that temporarily broke a big chunk of the internet. The issue primarily affected the
US East One cloud region. Reports quickly surfaced on Down Detector and similar sites about other web
services experiencing disruptions downline. During the outage, thousands of companies across different
sectors, including the Associated Press, McDonald's, and God help them, Reddit, suffered significant
digital disruptions for several hours. Amazon says the problem has
been resolved. In a very short but important correction yesterday in the podcast, we reported
that Reddit's charges to the Apollo app would be $20 million a month. In fact, the number is $20
million a year.
Seeing a lot of people coming over here from our Pocket Cast ad. Welcome, and if any of you are Xbox players and play
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Radio 9573. Thanks for listening. See you tomorrow. So part of your job is to manage your brand's social media accounts.
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either just evenings and weekends or offloading it entirely. Thank you. leave it to us. Our team can answer product questions, encourage purchases, thank your customers, hide or delete the bad stuff, reply to reviews and more. And best of all, your customers
won't know it's not you. We don't outsource this. Every single person is an in-house employee here
in North America. If you're interested, check us out at engageq.com. That's engageq.com.
Look for the link in this episode's notes in the About This Podcast section. And it's not just clothing and shoes. You can get cash back from over 750 stores on electronics, holiday travel, home decor, and more.
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