Digital Recap: Adapting to Search Terms Report Data Loss
Google Ads Search Terms Report Update – How to Adapt
Google Ads announced changes to its Search Terms Report in September, sparking outcry from the SEO community. Location3’s Justin Salazar follows up this month with the data showing the impact on our active paid search campaigns. Salazar also provides a list of tools to help mitigate the impact of data loss. He notes, “Usage of these tools and tactics is no longer optional; it is now mandatory.” Read the full article for more details.
Measure Franchisee ROI Through Local Attribution
The International Franchise Association’s (IFA) Technology Toolkit is out, featuring an article by Location3 CEO, Alex Porter, on leveraging technology and data to measure franchisee ROI through local attribution. As the pandemic creates lasting changes in consumer behavior, attribution is particularly important to gauge what channels are working. Read Porter’s piece for more on how to set your franchise up for local marketing attribution.
Antitrust Suits Filed Against Facebook
On Wednesday, the Federal Trade Commission (FTC) filed an antitrust lawsuit against Facebook. 48 attorneys general from across the nation followed with a similar suit. They accuse the social media giant of choking the competition and allege that the acquisitions of WhatsApp and Instagram broke antitrust laws. For further insight, read NPR’s piece by Shannon Bond and Bobby Allyn.
Google Announces Increased User Control over Sensitive Ad Topics
Google announced Thursday that it will be launching a new control in Ad Settings enabling people to see fewer alcohol and/or gambling ads. This comes in response to feedback indicating that some people want to limit ads in certain categories. The feature will start its gradual rollout with YouTube Ads, with the goal of introducing it globally in early 2021. Read the blog post for more information.
YouTube Via Connected TV
YouTube is the second-most watched streaming platform after Netflix, and there appears to be a steady shift of YouTube viewing from mobile to CTV screens. Audrey Schomer, in her piece for Insider Intelligence, attributes some of this shift to the pandemic – more people are at home when viewing streaming videos. But she predicts this shift toward CTV platforms will likely be long-term. Read more about the YouTube viewing shift.