Three Big Online Marketing Stories From September 2021
September was a busy month in the world of SEO, Ads and social media, though we’ve been saying that every month for a while now. This last month saw Google getting firm with advertisers over their unique product identifiers, and Facebook testing a new additional info bar on their own ad displays. There was also some interesting news regarding Google’s introduction of data-driven attribution models.
Here’s what’s been happening in the digital world over the last month.
Google Now Enforcing Unique Product Identifiers
Google started enforcing their requirement for unique product identifiers on free merchant listings from mid-September.
Unique product identifiers need to be added to any products that have a Global Trade Item Number or Manufacturer Part Number, plus any brand name in the product feed submitted to the Google Merchant Centre. Google said that they are expanding their enforcement of the identifiers (UPIs) and are now applying it to products listed in free listings. They say this is in order to ‘unify the enforcement of UPIs across programs, specifically the enforcement for multiple different products that use the same GTIN.’
The enforcement will come in the form of Google disapproving product feeds without UPIs, with the tech giant stating that: “Different products that use the same GTIN with the same variant attributes will be considered ambiguous and will be disapproved.”
They also explained that if a group of products are identified by Google as duplicates, then only one will be allowed to remain active and eligible to show in free listings.
Google Ads Introduces Data-Driven Attribution Models
It was announced in September that Google Ads are launching new data-driven attribution models based on machine learning. The announcement comes after criticism for Google’s FLoC changes, and is Google’s new DDA solution that should lead to more attribution options for smaller accounts.
It is also a part of Google’s move towards a move privacy-focused search experience for users of their search engine. Google’s Ads Liaison, Ginny Marvin, said: “In a move away from last-click, data-driven attribution will soon be the default attribution model for all new Google Ads conversion actions.”
Google Ads’ Vidhya Srinivasan said in reference to the data-driven attribution model, “It uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy.”
The benefits of the data-driven attribution model will help businesses learn which keywords, ads, ad groups and campaigns are the most important in achieving their targets. They will also optimise bidding, now calculating it around each account’s specific performance data. This should all help each business select the ideal attribution model for their business.
Facebook Test New Business Context for Ads
At the end of September, Facebook revealed they are experimenting by adding more business context elements to their ad displays. They want to provide more context on the displays of paid promotions, with the new plan consisting of a horizontal scrolling display of extra information below the image of the ad display.
The additional info will consist of details like business location, user check-ins and page followers, and should help reduce the effectiveness of scammers.