Today in Digital Marketing - TikTok Drops the PuckTikTok Drops the Puck

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. Today, better conversion tracking is coming to Google Ads. YouTube adds stronger shorts analytics. TikTok continues to focus on exclusive content deals. LinkedIn's plans to compete with Spotify. And on the premium podcast with no ads, more stories, and extended weekend episodes, tap the link in the show notes for more. If Facebook ads are so underwhelming these days, why are big brands sticking around? It's Thursday, February 24th. I'm Steph Gunn filling in for Todd Maffin.

Starting point is 00:00:58 Here is what you missed today in digital marketing. Google Ads has officially released Enhanced Conversions for Leads. With this option, advertisers can use Google Ads instead of their CRM to track offline conversions. According to Google, the feature can improve the accuracy of your conversion measurement and unlock more powerful bidding. Here's how it works. It supplements your existing conversion tags by sending hashed first-party conversion data from your website to Google. This feature uses a secure one-way hashing algorithm on your first-party customer data, such as email addresses, before sending it to Google. When a potential customer fills out a lead form on your site, you'll likely receive first-party data

Starting point is 00:01:45 including email address, name, home address, and or phone number. That data can be captured in your conversion tracking tags, hashed, and then sent to Google. When a lead converts, you upload your hashed lead information, then Google matches that information to the ad that drove the lead. This should give us all a better overall picture of the customer's journey. Merchants have been getting emails from Google this week regarding changes to its buy on Google retailer standards policies. In the email, the company said it will stop order capping and automatic suspensions via the Retailer Standards Program. The Defects tab will be removed from the Retailer Standards tab in your Merchant Center account.

Starting point is 00:02:32 Retailer Standards monthly emails will no longer be sent out, and it will roll out a new page to display order performance at some point in the future. Previously, order caps and automatic suspensions were imposed on merchants who performed poorly. As a result of removing these two penalties, merchants will encounter fewer potential bottlenecks when selling via buy on Google. However, these policies were designed to protect consumers from disreputable merchants. The company has yet to reveal what new safeguards it plans to implement. YouTube continues to push its TikTok competitor, Shorts.

Starting point is 00:03:19 The platform this week announced two new cards within YouTube Analytics that will provide Shorts insights for artist channels and show music creators how popular their songs are within the short form video format. The first, top songs and shorts, will provide insights into the most popular songs being used in shorts from the past 28 days and the amount of views. The second, top shorts with your song, will show musicians which of their songs are generating interest along with the total view counts for those clips. More big content deals are happening with TikTok. The platform has announced a new partnership with the National Hockey League and the NHL's Players Association. The partnership will come into play in several ways. The NHL and TikTok will collaborate on exclusive content for the app,

Starting point is 00:04:05 including player fashion interviews, such as who wore it best and get dressed with the best segments, as well as additional programming geared towards showcasing player personalities and engaging the platform's audience with viral trends. And it will also benefit TikTok from new marketing opportunities in the real world, including a nice branding and the introduction of a TikTok tailgate stage at upcoming outdoor NHL events. Three updates from LinkedIn to share with you. First, the platform is rolling out a new post analytics tool aimed at providing you with more information about your content performance. Content managers will be able to view analytics on their individual posts and overall performance. You'll get more specific information about who is reading your posts with filters available by job, title,

Starting point is 00:05:01 industry, and location. You will also be able to view more details on how many reactions each post has received. Second, the professional network is experimenting with podcasting with the launch of its new pilot project called the LinkedIn Podcast Network. A range of shows will be created by the network staff and external experts focused on professional trends.

Starting point is 00:05:25 Listeners will be able to access the podcast through the app, as well as through Apple Podcasts, Spotify, and more. And finally, the platform is launching a new group called the LinkedIn Marketing Partner Community Group that aims to provide insights and tips for digital marketers. Inside LinkedIn says you'll find industry knowledge and relevant conversations, curated news and announcements, as well as discussing updates and insights from LinkedIn itself. If this group interests you, a link is in today's premium newsletter. And finally, if you were experiencing any problems with your Google Ads account yesterday,

Starting point is 00:06:05 here's why. The company confirmed that there was an issue with Google Ads where users were able to access their accounts, but were experiencing air messages, high latency, and or other unexpected behavior. The bug has now been resolved. So every day we post a question of the day in our Slack group. Yesterday's question was a little bit different than the usual digital marketing question. Props to Todd for coming up with this one. You find a family of very tiny people living in the walls of your house. They've gone unnoticed since you moved in. Do you let them stay?

Starting point is 00:06:38 Jay answered, only if they pay to replace the in-wall insulation. Seems fair to me. Also, our Slack community group has over 800 digital marketers in it. You can get advice there, troubleshoot technical issues, post jobs, or learn about gigs that are open. The link to join us is in the show notes

Starting point is 00:06:57 or you can go to todayindigital.com slash Slack. Thanks for listening and I'll talk to you tomorrow.

Today in Digital Marketing - TikTok Drops the PuckTikTok Drops the Puck

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