LIVE updates: This month in search marketing [September 2024]

3rd September 2024

Google Trends email subscriptions going away next month

Google is shutting down its email subscription service for Google Trends on 29th October 2024. Users who have subscribed to Google Trends via email will no longer receive trend notifications or be able to create new alerts.

Google recommends that users copy their existing subscriptions from the Google Trends subscription page before the 29th of October if they wish to keep a record of them.

As an alternative, Google suggests using RSS feed subscriptions or subscribing to the main homepage newsletter to stay up-to-date on trending topics.

3rd September 2024

Canva’s price hike may drive brands to explore alternative campaign creation tools

The price of some Canva subscriptions is set to increase significantly next year due to the company’s introduction of new generative AI features. Canva Teams, a subscription plan for businesses, will see prices rise by over 300% in some cases. Canva justifies the increase by citing the added value of its new AI tools.

In the UK, Canva teams users are reporting subscription increases from £120 per year to £500 per year, a 40% discount will be available for the first 12 months.

The content creation service has been quietly transitioning existing users to this new pricing structure since April. The company’s communications lead, Louisa Green, says “The changes are necessary to reflect the current price of the plan and the value of its expanded product experience”

Canva has introduced several generative AI features, such as its Magic Media text-to-image generator and Magic Expand background extension tool. These features have broadened the platform’s appeal beyond design and marketing professionals, and while the company has previously announced pricing changes, these latest increases were communicated only through customer emails. Other subscription tiers, such as Pro and Enterprise, remain unaffected.

3rd September 2024

Google simplifies consent management for advertisers

Google has introduced a new integrated consent management setup across its advertising platforms, designed to simplify privacy compliance for advertisers. This update partners with four leading Consent Management Platforms (CMPs) to streamline the process of obtaining user consent for data collection and usage.

The new setup aims to make it easier for advertisers to navigate the complex landscape of privacy regulations and ensure they are collecting user consent in accordance with applicable laws. By integrating with multiple CMPs, Google is providing advertisers with greater flexibility and choice in selecting the best solution for their needs.

The integrated CMP setup includes guidance within the Google Tag user interface, integration with various CMP providers, and options for banner installation. This will help advertisers manage consent banners and deploy consent mode more efficiently.

5th of September 2024

Google may integrate schema markup with merchant centre feed data

Google is planning to unify schema.org structured data markup with Merchant Centre feed data to enhance the consistency of product listings across its shopping platforms. This integration is designed to streamline merchant workflows by aligning the product data model, which aims to improve the search experience with more reliable product information.

The initiative focuses on creating a one-to-one match between the attributes supported by schema.org’s open-source standards and Google’s Merchant Centre specifications. This alignment seeks to simplify how product details are managed and presented.

Currently, Google relies on both structured data markup and Merchant Centre product feeds to generate detailed product listings in search results. Schema.org markup enables Google to extract product details from websites, while Merchant Centre feeds provide additional product data. Discrepancies can arise when the information in schema.org markup does not perfectly match the data in Merchant Centre feeds. Google is working to resolve these inconsistencies to ensure that product information, such as pricing, availability, and variants, is consistently accurate across its search results.

For merchants, this unified approach is set to improve the accuracy of product listings and reduce the need for redundant data management. By integrating schema.org markup with Merchant Centre feed data, Google aims to provide a more seamless and reliable shopping experience, benefiting both merchants and consumers.

6th of September 2024

Diving into new Google AI Overview rankings features

On 6th September, a notable change occurred in the SEO industry with the increased visibility of Google AI Overviews (AIOs) in search results. This shift has made it easier to track and analyse AIO performance on a larger scale.

Google Search Console (GSC) provides valuable first-party data for AIOs but lacks specific filtering options, making detailed analysis challenging. New tools now offer enhanced capabilities for tracking AIOs, combining GSC data with other insights to build a clearer picture of AIO performance.

Understanding the differences between mobile and desktop AIOs is crucial. On desktops, AIOs prominently display publisher links, similar to Featured Snippets. On mobile, these links only appear after user interaction, affecting traffic and click-through rates. Tools that filter results by mobile and desktop can help in understanding these discrepancies.

Typically, desktop AIOs show 2-3 reference links, with the third often less visible or hidden. These links are recorded as single rankings. Unlike Featured Snippets, AIOs allow the featured URL to also rank directly below in standard search results.

Recent updates have expanded AIO data to include specific regions such as the US, UK, and India, offering more detailed regional insights. This advancement improves the ability to track and analyse the impact of AIOs across different locations.

7th September 2024

New Google Analytics update: enhanced visualisation, anomaly detection, and revenue information

Google has introduced several updates to Analytics, enhancing its capabilities for data visualisation, anomaly detection, and revenue tracking. These updates aim to give users more powerful tools to better understand and navigate their performance data, supporting more informed business decisions.

The new “Plot Rows” feature allows users to visualise up to five metrics side by side, enabling easier comparisons and trend analysis. Alongside this, the introduction of an anomaly detection tool automatically flags unusual data patterns, such as unexpected traffic spikes or drops, helping businesses respond more effectively to significant changes.

Transaction reporting has also been improved, offering deeper insights into revenue, which is especially beneficial for e-commerce businesses. With the new Transactions report, companies can now analyse sales at a granular level, using the transaction id parameter to understand customer purchasing behaviour in greater detail.

Google Analytics has also made navigation easier with hover-over descriptions for report titles. These short descriptions provide immediate context for each report, along with links to more detailed explanations. In the Events report, a new feature allows users to mark significant events for quick reference, helping prioritise and track important data points.

Acquisition reports have been refined to provide more specific user metrics. The updated User Acquisition report now includes Total Users, New Users, and Returning Users, offering a clearer understanding of how different segments of users engage with the sites.

9th of September 2024

Google Ads to discontinue enhanced CPC bidding by 2025

Google has announced it will discontinue the Enhanced Cost-Per-Click (eCPC) bidding strategy by March 2025, transitioning advertisers to manual Cost-Per-Click (CPC) or newer AI-driven bidding options.

Starting in October 2024, new search and display campaigns will no longer be able to select Enhanced CPC, while existing campaigns will be automatically migrated to manual CPC if no changes are made by March 2025.

This change is part of Google’s broader push towards more advanced machine learning strategies, such as Maximise Conversions and Maximise Conversion Value, which offer more efficient and automated solutions for optimising ad performance. These newer options are designed to better predict user behaviour and enhance campaign results with minimal manual effort.

Advertisers are encouraged to assess their current campaigns and transition to AI-driven bidding strategies that can improve targeting and conversion rates. Google’s move reflects its focus on delivering more precise and data-driven advertising tools that help businesses achieve better outcomes.

9th of September 2024

Meta introduces new data restrictions impacting advertisers on Business Tools

Meta is introducing changes to its Business Tools that will significantly affect how advertisers use data for targeting and reporting.

The changes are part of a broader shift towards enhanced user privacy, restricting access to certain types of data that advertisers have traditionally relied on for building custom audiences and tracking campaign performance. Specifically, Meta will limit data such as URL parts and custom parameters, which means advertisers using this information may find their custom audiences affected or ad sets paused. Advertisers will need to reassess their campaigns to ensure compliance with the updated data policies.

For businesses that rely on Meta’s ad platform, these changes highlight the importance of adapting quickly. Advertisers should audit their tracking methods, especially if they use URL tracking tools like UTMs, which could be impacted by the new restrictions. Meta recommends focusing on core UTM elements like source, medium, and campaign name to maintain campaign tracking efficiency. If ad sets are paused due to restricted data, businesses are advised to either switch to a different custom audience or create new ones that comply with the updated rules. This means advertisers may need to refine their audience targeting strategies and modify how they report on campaign success.

The shift in Meta’s approach is part of a larger trend in the digital advertising industry, prioritising user privacy and changing how businesses collect and use data. As platforms like Meta move towards more privacy-focused advertising models, it will be crucial for advertisers to stay informed and adjust their tactics. By streamlining tracking methods, adjusting reporting strategies, and embracing broader audience targeting, businesses can continue to run effective campaigns while complying with evolving privacy standards.