What new features to expect in LinkedIn’s Company Page? Is the GSC Coverage Report still experiencing delays? What changes are coming to Google Ads Search Terms Report? Is there going to be a new Digital Service Tax (DST) for ad servicing in the U.K.?  What does Microsoft Ads integration with LinkedIn Ads targeting entail? Is GMB expanding the COVID-19-related business attributes for listings?

“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov

In this article, we’ll cover the following digital marketing news:

  1. LinkedIn added new features to the Company Page
  2. Google Search Console Coverage Report ongoing delays
  3. Google Ads made changes to the Search Terms Report
  4. Microsoft Ads integrated LinkedIn Ads Targeting
  5. Google My Business (GMB) adds new COVID-19-related business attributes for listings  

Let’s dive in.

Social Media

New LinkedIn Company Page’s Features

LinkedIn introduced new features to Company Pages to help businesses promote their events, learn more about their followers and facilitate communication among employees amidst the challenges created by the ongoing COVID-19 pandemic.

According to a survey conducted by Glint, 31% of employees experience less connection to leaders; 37% feel less connected to their teammates; and, 40% are less connected to their friends. The survey also states that “with a growing number of organisations announcing that their employees are required to work remotely until 2021, it’s more important than ever for organisations to take action and ensure their teams will thrive in a virtual work environment.”

Thus, the three new features introduced to Company Pages aim to strengthen the connection between businesses and their communities by helping Page admins connect their employees, highlight upcoming events and gain more useful insight about their follower-base.

1) Page followers

Page owners will now be able to see more than just the aggregated number of followers and general demographics. The new feature will allow you to sort your follower-base by current company, industry and location, as well as see further insight like who followers found your Company Page and when.

2) Events

With the ongoing COVID-19 pandemic, more and more businesses move their events online. The new ‘Events’ tab focuses on making virtual events – especially those happening during the pandemic – more easily discoverable. Visitors to a Company Page will have the opportunity to see a business’s past, present and upcoming events on LinkedIn. 

3) My Company

Since a business’s employees are the heart, soul and most powerful advocates of a company’s community, the new ‘Company’ tab creates a new space for them to get closer by celebrating key accomplishments, increase employee engagement, connect different colleagues with a single click and show trending content published on LinkedIn by employees. Additionally, the new tab will also show intercompany connection recommendations. LinkedIn stated that, in the future, they’ll be adding more tools like creating unique curated content and live broadcasting.

Why is this relevant? The COVID-19 pandemic caused a huge shift for businesses all over the world. These new LinkedIn Company Page’s features are the company’s response to the shift. With more and more events happening in the virtual world and employees working remotely, LinkedIn’s new features provide more insight and transparency into a company’s follower-base, as well as, a better way for businesses to build their community around what matters most to their followers.

Search Engine and SEO News

Google Search Console (GSC) Coverage Report Ongoing Issue

Last week, Google Search Console (GSC) seemed to be having yet another data issue, this time with the Coverage Report. According to GSC users, the last time the Coverage report was updated was around the end of August.

Digital Marketing News: COVID-19’s Effect On Digital Marketing, Social Media and Paid Advertising | EmailOut.com - free email marketing software

Usually, the delay in updating the report takes 2 to 3 days, but not over a week. People contacted John Muller on Twitter for any comments/updates on a timeframe for fixing the Coverage report issue – 

Unfortunately, as we can see from Google Webmasters post, the issue is still ongoing.

On the plus side, the coverage reporting delays have no impact on crawling, indexing and website ranking.

PPC and Ads News

Google Ads Limiting Search Terms Reporting

Google started alerting advertisers it’ll soon cease showing queries triggering their ads if there is no “significant” data.

As you can imagine, the advertising community was not happy with this chain of events. As a spokesperson from Google stated, “to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for.”

The overall impact of this change and its effect on advertisers’ ad campaigns and budgets will depend on Google’s definition of “significant”. Currently, it’s common to see search terms with one click or one impression in the Search Terms Report. However, advertisers should expect that will no longer be the case when this change goes into effect. 

Why is this relevant?  

The purpose of this change, aside from Google citing privacy, is to limit advertisers from using minimum query data to identify users or have access to any personally identifiable information (PII) users may include in their search queries. Also, Google is already limiting the query data in the Search Console for privacy reasons. However, the difference is advertisers pay when a user clicks on an ad triggered by the user’s query. The loss of this data could have significant financial implications for advertisers as millions of ad spend will be made invisible to them.

Ah, Google Ads will also begin charging new fees for ads servicing in the U.K., Austria and Turkey starting November 1st, 2020. The new Digital Service Tax (DST) charges will be added to advertisers’ monthly budget. For example, ads served in the U.K. will have a 2% UK DST fee that will be added to the advertiser’s invoice.

Microsoft Ads Introduces New Audience Targeting Features

The holiday season is just around the corner and marketers need to prepare themselves since reaching the right customers at the right time is becoming more vital than ever.  With this in mind, Microsoft Advertising introduced more access to three audience targeting options – 

1) LinkedIn Ads Targeting

LinkedIn profile data for targeting on Bing was initially introduced back in 2018, two years after Microsoft acquired LinkedIn. With the expanded access, advertisers will now have the ability to target highly relevant audiences based on LinkedIn users’ job function, industry and company. According to Microsoft, “LinkedIn Profile Targeting will be available for search and audience campaigns for the U.S., U.K., Canada, Australia, France and Germany markets.” 

2) Dynamic remarketing

After its release last year, dynamic remarketing (formerly called product audiences) is finally out of beta. The additional access will allow advertisers to target and reach customers based on their past product browsing and purchase history, as well as, previous product considerations. When an advertiser associates a dynamic remarketing list with a shopping campaign, they will be able to retarget visitors to their website with shopping ads of products the customers previously interacted with as well as boost performance and increase conversions. Currently, there are five types of dynamic remarketing lists supported – 

a) general product pages visitor;
b) product searchers;
c) product viewers;
d) shopping cart abandoners; and
e) past buyers.

Ah, advertisers must remember to update their universal event tracking (UET) tag to include the custom events they want to track based on the type (or types) or dynamic remarketing list they are utilising. Furthermore, the lists are kept up-to-date to avoid showing the same ad. For example, within minutes of a customer purchasing a product, they are removed from the dynamic remarketing list.

3) In-market audiences 

Advertisers can now utilise in-market audiences when targeting ads in France and Germany to approach people who’ve shown purchase intent for specific products based on their browsing history and pageviews on Microsoft services. Moreover, advertisers can associate in-market audiences with ad groups and campaigns. According to Microsoft, “the release includes 100+ French and 200+ German audiences designed to maximise conversions in verticals like apparel, auto, financial services, home & garden, travel and more.” In the U.S., the company has added 47 new in-market audiences bringing the total number to over 700.

Why is this relevant? With the help of these new audience targeting capabilities, advertisers will be able to expand and refine their targeting, get more precise insights, observe the different audience types, boost ad performance and increase conversions.

Digital Marketing News

Google My Business (GMB) has introduced a set of COVID-19-related health and safety attributes for listings.

Attributes in GMB profiles are designed to grab the attention of ‘searchers’ by highlighting important information and service offerings, as well as, help people make more informed decisions. 

The new health & safety attributes GMB users can choose from are – 

a) appointment required;
b) mask required;
c) staff wear masks;
d) staff get temperature checks; and
e) temperature check required.

These attributes will provide not only clarity but also potential reassurance to customers that businesses have safety protocols in place. Additionally, the new attributes will also become a part of Google My Business’s expanding list of new attributes added as a direct response to the ongoing COVID-19 pandemic. 

Why is this relevant? Since Google My Business business attributes are category-dependent, these new health and safety attributes might not show for all categories. The key point is that local retailers and merchants utilising these attributes can potentially see more engagement and an improved customer response rate. Customers want to do business with merchants who make health and safety a priority and offer assurances their stores are safe to visit.

Final Thoughts

Do you have any suggestions or ideas about which digital marketing news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

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Adi Angelova

Author Adi Angelova

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