Digital Marketing News

16Nov
By Media Buying , , ,

LinkedIn’s Objective-Based Ads Made B2B Campaigns More Goal-Driven

In November 2018, LinkedIn began rolling out a redesigned Campaign Manager workflow built around campaign objectives. Instead of starting only with formats and targeting, advertisers were pushed to begin with the business goal: awareness, consideration…
Continue
26Oct
By Analytics , , ,

Facebook Attribution Pushed Marketers to Question Last-Click Reporting

In October 2018, Facebook launched Facebook Attribution, a measurement tool designed to help advertisers see the customer journey across Facebook apps, services and other publishers. It was part of a broader industry push to understand…
Continue
14Sep
By Google Ads , , ,

Exact Match Close Variants Made Query Intent More Fluid

In September 2018, Google Ads expanded exact match close variants to include searches with the same meaning or intent. Exact match was no longer simply about matching the precise words in a keyword. Google’s machine…
Continue
10Aug
By SEO , , ,

The August 2018 Core Update Put Trust Under a Microscope

Google’s August 2018 broad core update became widely known in the SEO community as the “Medic” update because many health, wellness and other trust-sensitive sites appeared heavily affected. Google described it as a broad core…
Continue
27Jul
By Google Ads , , ,

AdWords Became Google Ads and Paid Search Broadened Its Identity

On July 24, 2018, Google AdWords became Google Ads. The new name reflected a platform that had expanded far beyond search keywords into display, video, shopping, app campaigns and automated campaign types. Google also introduced…
Continue
22Jun
By Instagram , , ,

IGTV Made Vertical Video a Serious Social Experiment

Instagram launched IGTV in June 2018 as a standalone app and Instagram experience for longer-form vertical video. The idea was ambitious: make mobile-first video feel more like turning on television, with creator channels built for…
Continue
25May
By News , , ,

GDPR Took Effect and Put Consent Into Marketing Operations

On May 25, 2018, the General Data Protection Regulation became applicable across the European Union. For marketers, GDPR made privacy, consent, data access and vendor accountability part of everyday operations. Even for many U.S.-based SMBs,…
Continue
20Apr
By Facebook , , ,

Facebook’s Partner Categories Exit Changed Audience Targeting

In spring 2018, Facebook responded to growing data-access scrutiny by announcing restrictions across its platform. One major advertising change was the plan to shut down Partner Categories, which had allowed third-party data providers to offer…
Continue
30Mar
By SEO , , ,

Mobile-First Indexing Made the Phone the Primary Website

In March 2018, Google announced that it was rolling out mobile-first indexing more broadly. That meant Google’s systems would use the mobile version of a page for indexing and ranking when a site was migrated.…
Continue
16Feb
By Advertising , , ,

Chrome’s Better Ads Filtering Raised the Bar for Ad Experience

In February 2018, Chrome began filtering ads on sites that failed the Better Ads Standards. This was not a blanket ad blocker, but it did signal a clear direction: disruptive ad experiences were becoming a…
Continue