Another month in 2023 has come to a close and our PPC, SEO, and social media specialists at Tandem Buzz are always encountering updates and new trends within the digital marketing industry. Our very own President of Tandem Interactive and Lead Moderator of Pubcon, Joe Laratro, will be speaking at the End to End Gallery in Hollywood, Florida on best practices for scaling your agency with AI. If you would like to attend, please click the link here to sign up to attend if you are local to the South Florida area! Learning more about these changes helps ensure that our skills and strategies are up-to-date with what’s happening in the online world. It also allows our Fort Lauderdale digital market agency to share what each of our departments considered to be the most valuable updates from April 2023. Continue reading to learn more about these current trends.
Top Digital Marketing Insights of April 2023
Creating advertisements that attract users and bring customers to your website is one focus of our PPC specialists at Tandem Buzz. Check out some important updates happening that our PPC team has acknowledged and begun to absorb into their strategies for the year.
PPC April Updates
These are the latest updates in the PPC world:
- First click, linear, time decay, and position-based attribution models are going away. According to Google Ads Help, starting in June 2023, the ability to select first click, linear, time decay, and position-based attribution models for conversion actions in Google Ads that do not already use one of these models will be removed. Furthermore, starting in September 2023, any conversion actions still using these models will be switched to data-driven attribution.
- Google Ads is testing a gold verification badge. These new gold badges are likely still in the testing phase, as Google had not yet released an official statement. Previously a blue verification marker was noticed, but now a new gold version has emerged. This development is part of Google’s ongoing advertiser verification initiative, and Google is implementing the small blue checkmarks for advertisers who have been verified.
- How the human is essential to automation success. Technology and the online world are advancing at a staggering pace, and we are seeing more jobs become automated. Although this may be a good way to save money for your business, humans still play an essential part in the success of automation. Major points for why humans cannot be replaced by automation include how easily we can adapt to new situations and our creativity cannot be replaced by automation. However, as these automation technologies continue to evolve, humans and “robots” will have to learn to work together.
- Keyword match types still matter (phrase and exact match are not obsolete). Keyword match types still play an important role in paid search strategy as it is a powerful tool for managing ad spend. These match types help advertisers tailor ad campaigns to the most relevant audience, resulting in successful conversion rates. Despite the changes to phrase and exact match, they still hold power. When it comes to keyword-based search, exact-match keywords still tend to hold the greatest relevance to a search query. In terms of leading to a more cost-efficient cost per click, phrase match is not far behind.
SEO April Updates
Competitor analysis, keyword research, and other tools like SEMRush and Google Search Console allow our SEO specialists to optimize clients’ websites in hopes of increasing user traffic and seeing how we can better serve internet users. Below are some of the new digital marketing updates that our search engine optimization specialists uncovered and utilized in April.
- Google’s newest reviews update elevates real-life experience. Previously known as the Product Reviews system, Google recently published a new April 2023 update to its Reviews System. Removing the word “Products” from the name is a significant change that one should not overlook as Google has now expanded its review system to address content containing any type of review and not just reviews of products.
- Google releases core algorithm update. The core algorithm update released last month has started to show results in April 2023. Although the full impact is not yet known, metrics such as clicks, users, and rankings seem to have been influenced by this update. These changes have been observed on SEMRush, Google Search Console, and Google Analytics. Marketers should continue to monitor these metrics, assess and ensure quality content, and optimize technical SEO to avoid significant impact from this Google core algorithm update.
- How SEOs can embrace AI-powered search. ChatGPT has been a hot topic in the online world. Although it is another useful tool for search engine optimization specialists, it should be used wisely. Detection of AI-written content can impact how said content performs on the SERPs, so we recommend trying to rephrase or spin the content that is produced from ChatGPT or other AI-generated information for the best results.
- How to create a helpful FAQ page. Creating a frequently asked questions page to help answer your customer’s questions is foundational for business websites. Compiling these questions on a FAQ page is also a great way to provide a baseline level of customer service on your website. Along with these FAQs, you can apply a specialized HTML markup known as a schema to help Google acknowledge you have an FAQ page and use it to generate a rich snippet on the SERPs.
Social Media April Updates
Facebook, Instagram, TikTok, and YouTube are popular social media platforms that have opened the door to hundreds of digital marketing opportunities for graphic design specialists. From strategizing social media campaigns to creating eye-catching ads and posts, our social media team does it all.
Below are the social updates for April 2023:
- Instagram updates policies around UGC to expand content collaboration opportunities. Along with updating its policies around affiliate marketing, Instagram is also renaming its Branded Content Ads to Partnership Ads instead. This change enables brands to now promote more types of user content in the app and not just on their posts that use the Paid Partnership label.
- Instagram adds the capacity to display up to 5 links in your profile bio. In mid-April, Instagram lauded one of its most requested feature updates that allowed users the ability to add up to five links to their IG bio. This update is good for users and provides a range of ways that brands and creators can utilize this capacity to drive traffic to various URLs and maximize their brand experience.
- Meta looks to integrate shopping elements for Facebook and Instagram Ads. This integration made by Meta is to help make in-stream buying more efficient and to encourage the use of its improving AI ad targeting options. According to Meta, Shops that have integrated inventory, as opposed to referring users to a website to make a purchase, perform better in driving user action. Therefore, Meta will be removing the option to host Shops that refer buyers to a third-party website, meaning brands will either have to run a fully enabled shop in-app, or not be able to run Shop ads.
- TikTok invites selected retailers to expand shops push. TikTok is now expanding access to its in-profile product display option, with retailers receiving notification of this update during the last week of April. TikTok is looking to invite more businesses into its shop test, before a broader rollout to all US retailers at some point in the future.
- YouTube announces new opportunities to place your ads alongside popular music clips. In April, YouTube announced new ad options that will better enable advertisers to tap into emerging music trends. This change will make it easier for brands to showcase their promotions in connection to the latest trending music clips.
Get Started With Our South Florida Digital Marketing Company
Staying up to date with new digital marketing trends is just one of the many ways our digital marketing team can help you boost your website and business. If you don’t currently have a digital marketing strategy in place for your business, there is no time like the present. If you are interested in any of our services, give Tandem a buzz today!
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