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

February 1st 2024

Landscape videos are IN on TikTok

TikTok appears to be experimenting with promoting horizontally shot content, as revealed by screenshots shared by users. The platform is offering increased views for landscape videos over one minute in length, potentially incentivizing creators to diversify their content.

This shift is surprising given TikTok’s focus on vertical video, which has influenced other social apps to move towards a similar video orientation.

While the rationale behind this experiment remains unclear, it hints at TikTok’s evolving approach to content presentation and user engagement.

LinkedIn announce ‘Lookalike Audiences’ will be discontinued later this month

LinkedIn has announced the removal of Lookalike Audiences as an ad targeting option, prompting advertisers to explore alternative targeting methods. This feature, which allowed advertisers to target users with traits similar to their existing customer base, will cease to function after the 29th February 2024.

Google integrates Gemini into Google Ads

Google is revolutionising digital advertising with its new conversational experience powered by AI, aiming to simplify complex campaign processes effortlessly. Through its Gemini AI model, Google Ads introduces a chat-based interface that streamlines campaign asset selection, by analysing landing pages, generating keywords, headlines, descriptions, and images, resulting in campaigns ready for review and modification, with additional suggestions available before launch. The system also incorporates watermarks for images and open standard metadata to signify their AI-generated origin.

This innovative approach enhances search campaign creation, providing advertisers with relevant ad content generated from landing page URLs and insights from an AI assistant as needed, ultimately streamlining keyword and asset selection for a quicker workflow and facilitating easy approval of assets before campaigns go live.

February 2nd 2024

Google tests “nearby events” feature

Google is currently testing a new mobile-local search feature named Nearby Events and Deals, exclusively visible for local searches on mobile devices. This feature showcases Google Business Profile posts advertising deals and events from nearby businesses.

When clicked on, users are directed to a detailed view of the offer including business name, location on a map, promotional image, and text.

Despite its potential for local businesses to enhance conversions, the feature’s visibility is limited, positioned further down the SERP below various sections like the local pack and organic results.

7th February 2024

Google investigating local ad fraud

Google is investigating reports suggesting that certain businesses are undermining competitors’ Google Business Pages (GBPs) by creating fraudulent Local Service Ads (LSAs) linked to their own profiles.

February 8th 2024

TikTok is pushing a new search shortcut

TikTok is promoting a new search shortcut, encouraging users to conveniently add it to their device home screens, as part of its ongoing efforts to boost search activity on the platform.

9th February 2024

Pinterest revenue rises by 12%

Pinterest reported a 12% increase in revenue to $981 million and a simultaneous 11% growth in users to 498 million.

13th February 2024

AI used to block Google fake reviews

Google has unveiled an improved review algorithm, claiming it to be more effective and efficient in detecting and removing fake reviews from local listings on Google Search and Maps. Google stated that in 2023, this new algorithm enabled the removal of 45% more fake reviews compared to the previous year.

14th February 2024

3 new YouTube features added

YouTube has rolled out three new features aimed at assisting brands and creators in improving conversions, expanding their audience reach, and simplifying content sharing: Product tagging during live streams, Post-only feeds, and Mobile uploads for both videos and Shorts.

21 February 2024

Google announces the v16 release of the Google Ads API

To access certain v16 features, make sure to update your client libraries and client code. Stay tuned as Google will be publishing the updated client libraries and code examples next week.

29 February 2024

LinkedIn algorithm update extending the lifespan of your top posts

The upcoming suggested post feature on LinkedIn aims to considerably prolong the visibility and impact of valuable content on the platform. Shifting the focus from recency to relevancy, this feature ensures that insightful and knowledgeable content continues to circulate for extended periods. This approach opens up the opportunity for content to reach interested users months or even years after its initial sharing, providing lasting benefits.