equimedia

🎬 Netflix's 2024 Upfront is a game-changer for programmatic advertising.
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The streaming giant is expanding its ad tech capabilities, partnering with major DSPs like The Trade Desk and DV360. With 40% of new sign-ups opting for ad-supported plans, this opens up a treasure trove of premium inventory and engaged viewers for advertisers.

Ready to supercharge your programmatic campaigns with Netflix's powerful user data and premium content? Let's talk about how we can help you leverage this opportunity! 💼📈

📢 AI is reshaping digital marketing! Tune into Masterclass #6 on how to stay ahead of the curve and execute impactful campaigns in the world of AI.

Listen as top experts in SEO, Analytics, PPC and Media break down new technology and offer actionable insights to level up your marketing🚀

🔗 Register and save your spot here >> https://bit.ly/3Lg4waP

📣 GA4 Feature updates you might have missed in June 2024 📣

1️⃣ GA4 attribution models have been updated to improve conversion credit accuracy for paid search campaigns, ensuring proper attribution even for single-page applications.

2️⃣ GA4 now supports custom event data import, allowing for more detailed analysis and custom reports by combining standard fields with event-scoped custom dimensions for a more complete view of your Analytics data.

3️⃣ User and Traffic acquisition reports in GA4 now include User key event rate and Session key event rate metrics by default.

4️⃣ GA4's Advertising section now displays the number of users eligible for remarketing and ads personalization, aligning with Google Ads Audience Manager segments.

5️⃣ Real Time reports now include a more granular view of user activity, showing "Users in the last 5 minutes" view as well as the existing "Users in the last 30 minutes."

6️⃣ Line Charts in GA4 reports can now be adjusted to Day, Week and Month in the user interface, depending on the level of detail required.

If you have any questions, or would like to learn more about any of these features please feel free to contact us! 🤝

🌐 Two-thirds of UK marketers are adopting and experimenting with AI, while 62% say AI technologies will make experimentation more effective.

There is so much emphasis on creating personalised content and delivering value to your audience. Do you think AI tools will help us get there?

🚀 Get ready for the ultimate social media guide! Join our FREE Video Podcast on July 4th and master AI, UGC, and influencer strategies.

🔗 Don't miss out! Register to save your spot here >> https://bit.ly/4b5Jgih

Building complex sites and modernising to achieve high rankings is a big undertaking, but we delivered. It's easy when our clients are this great to work with 🤝

🎧 Is AI a friend or foe? 🤖 Can UGC boost your engagement? 📈

🌟 Join our FREE Video Podcast on July 4th and get answers to your burning social media questions. 🌟

🔗 Don't miss it, register to save your spot here >> https://bit.ly/4b5Jgih

Happy first day of summer! Here's a throwback to last year's summer highlights where we had fantastic bonding experiences for our company charity day and took on archery for our summer team building day!

🌟 Overwhelmed by social media changes? 🌟 Tune in to our FREE Video Podcast on July 4th! Discover expert insights on AI, UGC, influencer marketing, and more.

🔗 Don't miss it, sign up here >> https://bit.ly/4b5Jgih

It has been a busy few months when it comes to the deprecation of 3rd party cookies. Key takeaways below!

🍪 The year began with the roll-out of 1% of Chrome browsers having 3rd party cookies disabled to allow ad tech companies to test their cookieless solutions

🍪 The Competition and Markets Authority (CMA) raised concerns about Google's Privacy Sandbox in February questioning whether their solution will benefit Google over competitors

🍪 March saw Google release a number of changes to Campaign Manager 360, due to certain reporting no longer being available - the removal of the Attribution reporting being one of the main changes

🍪 The challenges from the CMA together with industry feedback have led to Google announcing that 3rd party cookies deprecation will not be completed by the end of this year.

Shaking up the world of audience targeting!

📰 Dotdash Meredith's ground-breaking success with AI targeting might hint at the future of audience building after the death of cookies 💀🍪

Dotdash's in-house targeting solution, D/Cipher, proves that third-party cookies might not be essential for premium ad sales.

🚀 With a monthly audience of 200 million, their intent-based content and AI-driven targeting promise advertisers superior performance even in a cookie-less world. 🍪🚫

💡 Have you been seeing your paid search campaigns misattributed in GA4 and conversions dropping? If so, we've done the digging for you.

Google's latest update sheds light on how some conversions have been incorrectly attributed to organic search.

As they roll out their fixes, what should you as a brand look out for? 👇

• Expect an increase in conversions attributed to paid search, which may affect your Ads campaign spending.

• Review your current budget caps to ensure they align with the upcoming changes.

• Adjust your budget caps as needed before the update takes effect.

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SEO success definitely doesn't happen over night, but here are some key points to think about to achieve good SEO.

💻 What are the keywords in your niche?
🖼️ Are your images optimised?
📈 Is your meta data set up correctly?
🖥️ Does your site work for both mobile and desktop?
🤔 Is your site helpful? Does it offer value?

Today's word is: smitten. We are so smitten. Gorgeous weather, cute pups, what's not to love? 😍

PPC, you don't want to miss this!

On the 6th of June, make sure to tune in to our free webinar where we discuss navigating PPC in a world of AI, the common pitfalls to avoid, and how to optimise your campaigns!

Sign up to the event here >> https://bit.ly/3WBat95

✨ We love in-office days 🐶

🚨 Let's unpack Google's algorithm leak 🚨

🔎 It appears that Google accidently published some key elements of it search algorithm on GitHub >> https://bit.ly/3yO7pfN

This gives us some very interesting insights into the ingredients that Google uses (but importantly, not the quantities of these ingredients nor the recipe).

𝐔𝐬𝐞𝐫 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞
Whilst Google has long denied using user experience, it measures so-called successful clicks. Our tests have shown that increasing the conversion rate improves ranking.

𝐅𝐫𝐞𝐬𝐡𝐧𝐞𝐬𝐬 𝐨𝐟 𝐂𝐨𝐧𝐭𝐞𝐧𝐭
Google holds every published revision of your indexed web pages. This is a massively costly resource, so it must be important for Google to know if any meaningful changes are made to keep them up to date.

𝐐𝐮𝐚𝐥𝐢𝐭𝐲 𝐋𝐢𝐧𝐤𝐬 𝐚𝐬 𝐓𝐫𝐮𝐬𝐭 𝐒𝐢𝐠𝐧𝐚𝐥𝐬
Links continue to matter because they are a trust factor for a valuable piece of content. Relevance and authority are key. Google has metrics called ‘type’ for link quality with high, medium and low values.

𝐆𝐨𝐨𝐠𝐥𝐞 𝐒𝐚𝐧𝐝𝐛𝐨𝐱
Brand new sites nearly always take longer to rank compared to new content on an established site. This is colloquially known as Google’s sandbox, something Google has long denied exists. However, this leaks shows that it holds metrics for the age of a host.

𝐁𝐫𝐚𝐧𝐝
Most important take away is the value of a brand. Brands can only be built up by a business repeatedly and successfully delivering to their customers. It is not surprising that Google want to reward this. Google measures the strength of a website’s home page and has a demotion metric for poor user review that indicate user dissatisfaction.

👉 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲 👈
This leak is raising a lot of heat and noise in SEOland. However, it further re-enforces that identifying the highest quality, most relevant content for a searcher remains incredibly difficult. Indeed, Google has been working on this since their founders’ famous 1998 PhD paper. It seems like the huge corporation that is now Google is struggling with the pace of change and challenges from AI new starters. There is nothing in this leak that contradicts Google’s promotion of Experience, Expertise, Authority, Trust (EEAT).

✅ Throughout all of this, our advice remains the same. Focus on:

• Creating content that aspires to be the best on the web for your target audience.
• Curating and updating your website’s main content above supplementary content such as guides and blogs.
• Attracting links and social shares from partners and authority sites highly relevant to your prospective audience.
• Asking your customers to leave reviews.

Optimising your PPC campaigns is now more complicated than ever.

Don't get lost in the tech, so tune into our free webinar where we'll take you through what changes in AI mean for your PPC campaigns >> https://bit.ly/3WBat95

🌟 More updates from Google Marketing Live 2024! Here's everything you need to know from Day 2 👀

🎨 Creative Preferences:
• Customise where individual assets show! More control for optimising demand gen campaigns for specific placements.

📷🖥️ Image to Video:
• Convert images to videos, simplifying creative production. Remember, AI isn't a marketer, but it helps expand and rework assets for new placements.

🌍 Multilingual Gen AI:
• Coming in Q3, Gen AI will support 6 European languages, breaking the current English-only barrier. This enhances international targeting and opens new possibilities!

Stay tuned for more updates! 🚀

🌱 Organic social media for your brand is like putting your best foot forward...When someone visits your socials, good social media management can make the difference between an instant NOPE or a potential customer.

🤝 So let's have a chat and see how we could grow your audience and create healthy brand awareness for you >> https://bit.ly/3UoRM5U

🚀 Exciting updates from Google Marketing Live, Day 1! Check out Part 1 of our summary 👀

✨ Performance Max upgrades:
• Brands will now be able to report on asset level with conversion metrics! 🎉 Long awaited, but still not as in-depth as needed.
•Match PMAX to your brand with new guidelines for font & colour! 🎨

💸 Profit optimisation is here:
• New smart bidding strategy using cart-level conversion data could be a game-changer.

👥 Audience list updates:
• Audience lists of 100 users can now be used for lookalike segments in demand gen, down from 1000! 🚀 We are looking forward to testing out just how effective this will be.

🔮 Check out the new dynamic ad experience >> https://bit.ly/4dSPQLD

Our Masterclass #5 features an in-depth discussion on how to navigate PPC campaigns in a world of AI and the common pitfalls to avoid.

Reserve your spot for our free webinar on the 6th of June here >> https://bit.ly/3WBat95

Tune in to learn more about:

• Bid strategies
• Broad match testing
• Performance Max/Demand Gen
• Ad copy
• Auto apply recommendations
• and so much more!

With the emergence of AI powered audience targeting, is there still a need for using demographic, interest and intent based targeting overlays when creating campaigns? We looked at the pros and cons ⬇️

A great summary of updates on the latest Google Ads Benchmark report from WordStream by LocaliQ 💻

• Click-through rate improved for most industries
• Cost per click increased for 86% of industries
• Conversion rate decreased for 12 out of 23 industries
• Cost per lead increased for 19 out of 23 industries

The latest in Programmatic 📣

DV360 have enhanced their Custom bidding 'goal builder', with improvements allowing users to set multipliers and rules for click and attention-based signals like ad position, time on screen, and time of day. While this is a big improvement, especially for DV360 users who cannot write code, goal builder still does not match the scope and flexibility of writing your own custom bidding script from scratch.

🚨 Wake up, a new equimedia Digital Masterclass is dropping! 🚨

👀 Tune in to our free webinar on the 6th of June for a deep-dive into optimising your PPC campaigns in the age of endless AI tools >> https://bit.ly/3WBat95

Ad Ops Industry News – April 2024 Summary 📣

💻 Google is encouraging advertisers to implement Enhanced Conversions along with Consent Mode and the Google Tag. On average, 12% of an advertiser’s click-based conversions on Chrome are measured exclusively using third-party cookies, and post-deprecation these will be lost without Enhanced Conversions.

🍪 The deprecation of third-party cookies in Chrome has been delayed until early 2025.

🏷️ CM360’s ‘Global Site Tag’ is now the ‘Google Tag’, bringing CM360 in line with the rest of the GMP ecosystem. Advertisers using Floodlight tags should ensure their tracking is correctly configured.

🗓️ From July, the Audience Profile Analysis feature is being removed from DV360 due to cookie deprecation.

🔸 Our organic social media services are all about authentic engagement and audience building. Your brand awareness is crucial to your wider marketing efforts at the top of the funnel. 🔸

So what do we help with?

✅ Authentic engagement
✅ Building brand loyalty
✅ Quality over quantity approach

Let us create genuine connections with your audience so your brand can shine!

When it comes to Strategy & Planning, a key consideration for 2024 onwards is the ability to categorise different audiences and be able to target them at key points across the consideration journey in ways that will engage them to deliver the most value.

For example, what is the best way to target an over 50s audience with messages most pertinent to their pain points or consumer needs, delivered in a way that aligns with their most popular online behaviours?

This is going to be something all brands will need to navigate and strategise for, as third-party cookies deplete, and search behaviours adapt to AI 💻