Marketing Minutes – Marketing Trends September 2020

Everything you need to know about September 2020 marketing insights to make you a better, smarter marketer.

In a time where less and less people are shopping in-store and making the shift to ecommerce platforms, digital advertising usage has undoubtedly spiked. Studies show that connected TV (CTV) video ad impressions rose 40% in Q2 up from Q1, before the coronavirus pandemic hit the US. CTV advertising allows brands to reach their audience on smart TVs and OTT devices, devices that plug directly into your TV and are connected to the internet, which enable apps and video streaming to be used on the TV. Based on this report, marketers expect their digital ad spend is estimated to grow by 6% this year, and the broader ad market expected to decline by 8% with the fastest growing ad categories being paid search, social media, and connected TV. According to Marketing Dive, surveyed media buyers said they expect their ad spending will increase by 5.3% in 2021. What else has changed along with the increase in digital impressions and ad spend? Two new features on major ad platforms could change the way you spend your ad dollars moving forward.

Microsoft Ads Can Now Use LinkedIn Ads Targeting

Microsoft bought LinkedIn in 2016, but has just announced this new feature this week. With Bid-Only LinkedIn targeting available, this is a huge win for advertisers, as they will now be able to target job function, company, and industry, categories that weren’t previously an option before the LinkedIn integrated targeting. To get technical, “Bid Only” for remarketing lists for search ads (RLSA) and display, means if all of your targeting methods are set to “Target and Bid,” it means that all of your targeting methods must match to a user before your ad is shown. Targeting with “Bid Only” means that a user is not required to match to your targeting methods to see your ad.

Google Removing More Than 20% of Search Terms Report

Google has notified advertisers that starting in September 2020, the search terms report will now “only include terms that were searched by a significant number of users,” meaning they are removing search queries that triggered ads when there is not enough “significant” data, though the company has not clarified what number is considered significant. Google says this change comes from making adjustments in their privacy policies to protect user data. Seer looked at the initial impact of this change and calculated that Google Ads now “hides search terms for  approximately 28% of paid search budgets and removes search term visibility of 20.4% of PPC clicks.” Meaning: For every $100,000 you spend on Google search, you get search term data for $71,000 of it. Because of this, advertisers will see less search terms in their reports, and will have reduced visibility into which search queries trigger their ads, even if they result in a click or conversion.

How will this impact your search strategies going forward? 

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