Today in Digital Marketing - [Tim Cook Has Entered the Chat]

Starting point is 00:00:00 It is Tuesday, January 11th. Today, Meta is shutting down Creator Studio. Google will begin removing redundant keywords. Twitter's new feed might be bad news for your brand. Apple comes out swinging for business manager. And here's how to get free money from YouTube. It's very simple, you see. First, take 5% allocated to music licenses

Starting point is 00:00:21 multiplied by the square root of all views and subtract it. I'm Todd Maffin. Here's what you missed today in digital marketing. And we start with the very last episode of... Is it business suite, creative suite, creative hub, or creator studio? Nobody knows. Or at least a changed version of it anyway, because Meta is shutting down Facebook Creator Studio, the page management platform that brands and social media managers both cursed and relied on for scheduling content

Starting point is 00:00:51 and so forth, is heading to the Meta graveyard. What replaces it? Why, Business Suite, of course. Business Suite, to be fair, has always been a more comprehensive page management tool, which includes scheduling, messaging features, some other features like top performing posts from pages similar to yours, A-B testing tools, and a more direct integration of Facebook and Instagram ad tools. Hopefully everything will be in one place, quoting social media today, but the format is different, which could take some getting used to. And again, for Facebook managers, this is pretty much par for the course, as Meta

Starting point is 00:01:24 seems to push us all toward a new page management app every couple of years. Maybe this one, which has more features and elements, will stick around a bit longer. And when you do get used to it, it could be a better option for managing all your aspects of your Facebook and Instagram presence, unquote. Realistically, these on-platform tools tend to be used by smaller brands, as more detailed work was usually offloaded to third-party social media platforms like Agorapulse or Sprout Social. The real question is, how long will Business Suite stick around for? Nobody knows. Google has announced some changes to its auto-apply recommendations. Starting next week, the company will begin removing redundant keywords across different match types. This update has, of course, caused some confusion among advertisers.

Starting point is 00:02:14 So here's what you need to know. First, advertisers with the auto-applied suggestion, remove redundant keywords enabled on their accounts, received an email last week from Google, or at least should have, notifying them that this recommendation will change on January the 19th. Quote, currently, the remove redundant keywords recommendation suggests redundant keywords within the same ad group's destination bidding strategy and match type. Starting January 19th, the recommendation can include keywords across different match types. As an example of how this would work, if your ad group has the phrase match keyword, women's hats, and broad match keyword, ladies hats, we will recommend that you remove the phrase match keyword since the broad match keyword, ladies hats, covers all searches from women's hats, unquote. In other words, Google will remove phrases

Starting point is 00:03:05 or exact match keywords if a broad match keyword covers the same query. So how does this impact your account? Google Ads liaison Jenny Marvin addressed some advertisers' concerns via social media. She clarified a few things. First, any ad groups with ads that use keyword insertion have already been excluded from the suggestions.

Starting point is 00:03:24 This does not make you eligible to appear for more searches since you have already been excluded from the suggestions. This does not make you eligible to appear for more searches since you have already got the broad match keywords in your account. Also, this doesn't affect past recommendations, whether applied automatically or manually. And this only affects the remove redundant keyword recommendations made after this update goes into effect on January 19th. If you are currently enrolled in AutoApply for this specific recommendation and don't want Google to automatically remove redundant keywords,

Starting point is 00:03:52 then you should opt out of AutoApply now. Twitter is changing up its distribution algorithm and replacing its home feed with what it calls a for you feed. This means that Twitter who had latest set as their default, in other words, showing them only content from accounts they follow in reverse chronological order, no longer have that as the default. I should note this change is only in iOS for now. Android is coming later. There is still the reverse cron feed. It's now called following instead of latest. Yes, very TikTok inspired. And you have to swipe over each time you open the app now to get to it.

Starting point is 00:04:35 Only I think it's broken. A friend of mine's tweet showed up on the new for you feed, but not the following feed, which is sort of the reverse of what I think they meant to do. So who knows? Up until now, switching between the home and latest timelines required users to tap the sparkle icon, which is now gone, of course. But generally, once you did that, it's stuck. And so that sparkle is gone. And again, we have those two tabs now for you and following. As TechCrunch notes today, the problem with this design is that users will see the algorithmic timeline by default, and eventually they might use the chronological timeline less, which could mean even less exposure to the brand accounts they follow. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, Apple Maps is coming for Yelp and Google.

Starting point is 00:05:42 Today, the company announced Business Connect, a new feature aimed at bricks and mortar businesses. The free tool lets brands claim their location place cards in Apple Maps and customize the way their information appears. Businesses can do this now through this website, businessconnect.apple.com. You can search Apple's database of your locations,

Starting point is 00:06:02 claim yours, or create a new one. From there, you can update and add information like your hours, address, search categories, and subcategories. You can upload photos and logos. Businesses can also highlight actions for customers to take directly from the Maps Place card, like ordering groceries via Instacart, making a hotel reservation through Booking.com, or reserving a spot for dinner with OpenTable. Finally, a new feature in the card called Showcases lets businesses present customers with offers and promotions like product discounts, seasonal menu items, and special announcements. If you've ever waited for a Meta support rep to get back to you, or been stuck behind an endless queue of ad denial reviews, you may have wondered what's happening inside Meta to keep to get back to you, or been stuck behind an endless queue of ad denial reviews,

Starting point is 00:06:45 you may have wondered what's happening inside Meta to keep everyone so busy. The answer appears to be endless meetings. According to a leaked internal document obtained by The Verge this week, Meta's chief technology officer, Andrew Bosworth, recently sent an email to the 18,000 employees in its Reality Labs division, saying, quote, we have solved too many problems by adding headcount. But adding headcount also adds overhead, and overhead makes everything slower. A meeting with 50-plus people that took more than a month to schedule.

Starting point is 00:07:17 Sometimes there's even a pre-meeting with its own document. I believe the current situation is untenable, unquote. We agree, Andrew. We agree. Is your brand using YouTube Shorts? Well, the company recently announced that it will begin sharing ad revenue with creators of Shorts starting February 1st. In preparation for the change, YouTube is rolling out new terms for creators in the YouTube Partner Program. And if you're in that program, you need to accept the new terms, but you've got until July 10th to do it. The company said that to be eligible for monetization, you have to upload original content, whether created on or off YouTube. Content, of course, must also meet

Starting point is 00:07:59 YouTube's advertiser-friendly content guidelines. As for how the process will work, it's a little complicated, and that complication is because of music licensing. According to YouTube, every month, revenue from the ads appearing between shorts will be added together and used to reward monetizing shorts creators and cover the cost of music licensing. A portion of the total revenue

Starting point is 00:08:22 will be allocated to the creator pool as a whole based on views and music usage across all watched shorts. If a creator uploads a short without music, all of the revenue associated with its views goes toward the creator pool. But if a creator uploads a short with music, the revenue based on its views will be split among the creator pool and music partners based on the number of tracks used. Whew. Now, for the creator pool. YouTube explained that it will allocate revenue to creators based on their share of total shorts views in the creator pool. So if a creator gets 5% eligible views out of all shorts uploaded by monetizing creators, they will then be given 5% of the revenue in the creator pool. Monetizing creators keep only 45% of their allocated shorts revenue. While the new revenue sharing model will replace the YouTube Shorts Fund, the company said

Starting point is 00:09:19 it expects the majority of its Shorts Fund recipients to earn more with this new model. I'm very excited. My new coffee mug arrived. It's a very special coffee mug. I have had for years a Mr. Coffee mug activated warmer. It's like a little hot plate. I think it's lasted me 15 years or so, like literally 15 years. It still technically works, but it is completely falling apart.

Starting point is 00:09:49 I'm actually worried about the electrical components inside. You know, I think it's probably hours away from starting a house fire with it. So I got a new Ember mug. It's wireless. It's Bluetooth. You set it with an app, the perfect temperature. So we'll see how that goes anyway. I never really bought myself anything for Christmas, so I figured this can be my splurge gift. I'll let you know how it goes. How about that? Thanks for listening. See you tomorrow.

Today in Digital Marketing - [Tim Cook Has Entered the Chat]

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