TLDR MarketingAugust 6, 2024

TLDR MARKETING 2024-08-06

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01NEWS & TRENDS

JUDGE RULES THAT GOOGLE ‘IS A MONOPOLIST' IN US ANTITRUST CASE

A federal judge ruled that Google violated US antitrust law by maintaining a monopoly in the search and advertising markets. It's not yet clear what this ruling will mean for the future of Google's business, as this initial finding is only about the company's liability, not about remedies. Google's fate will be determined in the next phase of proceedings, which could result in anything from a mandate to stop certain business practices to a breakup of Google's search business.

theverge.com6 min read

INFLUENCERS SHAPE GEN Z HOLIDAY SHOPPING DECISIONS

73% of Gen Z consumers purchase based on creator recommendations, significantly higher than other demographics. LTK shoppers demonstrate a 38% net positive increase in buying power for the holiday season. Their top priorities are availability, brand, and quality, unlike the general population which focuses on price. Instagram, Facebook, and YouTube are the main platforms influencing these shoppers. Early holiday shopping is growing, with 70% starting by September. Brands should implement an "always-on" strategy. Key gifting categories for Gen Z include beauty, entertainment, and fashion.

netinfluencer.com2 min read

02STRATEGIES & TACTICS

HOW TO BLEND BRAND STORYTELLING AND CONVERSION COPYWRITING ONTO YOUR WEBSITE

Website copy comes in two types: brand storytelling and conversion copywriting. Brand storytelling focuses on emotional appeal, defining who the brand is for. Conversion copywriting is straightforward and action-driven. This article provides examples from companies like Loom and Coda.

kevanlee.substack.com3 min read

10 ADVANCED STRATEGY IDEAS FOR GOOGLE ADS

This article provides 10 advanced Google Ads strategies, such as separating broad match keywords from phrases and exact match for different bidding strategies. It explains how to use custom segments to target competitor audiences and how to leverage Microsoft Advertising search term reports for keyword optimization. Other tactics include investing in video assets for Performance Max campaigns, using aggressive bidding strategies to speed up the learning phase, and employing flexible budgeting to adapt to market demand.

searchengineland.com7 min read

03RESOURCES & TOOLS

INTRODUCING RECOMMENDATIONS IN GOOGLE SEARCH CONSOLE

Google has announced Search Console recommendations, a new feature that highlights optimization opportunities and suggests actions website owners can take to improve their presence on Google Search. Recommendations are based on a variety of Google Search systems data, like indexing, crawling, and serving. Not all sites will have access to the feature at this moment, but it will be fully rolled out over the coming months.

developers.google.com1 min read

A GUIDE TO AUDIENCE SEGMENTS ON META

Audience Segments provide a solution to the challenge of unclear ad targeting due to audience expansion and algorithmic changes. By defining Engaged Audiences, such as those who interact with your business without purchasing, and Existing Customers, marketers can monitor budget allocation and performance for each group. For example, using Audience Segments in Advantage+ Shopping Campaigns allows for the setting of budget caps specifically for existing customers, offering clear insights into ad spend efficiency and effectiveness.

jonloomer.com5 min read

04MISCELLANEOUS

HOW SUCCESSFUL SOUTH KOREAN BRANDS CREATE VALUE THROUGH IMMERSION

The success of South Korean brands lies in their ability to create immersive experiences that engage consumers on multiple sensory levels. Brands such as Gentle Monster and popular K-pop acts use innovative retail concepts, compelling visual design, and cultural storytelling to deepen customer engagement. This focus on sensory immersion not only drives brand loyalty but also cements their influence on the global stage.

knowledge.insead.edu5 min read

CHROME'S MANIFEST V3, AND ITS CHANGES FOR AD BLOCKING, ARE COMING REAL SOON

Google Chrome is set to enforce Manifest V3, requiring all extensions, including ad blockers like uBlock Origin, to update to the new platform. Users are now seeing alerts to update or replace unsupported extensions, as Chrome aims to enhance extension security and performance. Despite Google's assurances, there is concern that these changes may limit the effectiveness of ad blockers due to new restrictions on updating filtering lists.

arstechnica.com2 min read