Google Analytics 4 now allows its users to compare your performance to your peers within the industry. However Google is not that transparent when it comes to who you are benchmarking against so take the data with a grain of salt, at least.
Google Ads will stop placing ads on parked domains. At Kvantic we think this is great. This has been a placement within the Display network that has been really bad since the beginning and now it's finally gone. This should be celebrated.
The digital marketing industry is learning how to use LLMs to our clients benefit. We like to experiment and learn. This was a great guide and a way to dive even deeper into strategic prompts.
We are still at the beginning of understanding the value LLMs brings to Performance Marketing. But its ability to analyze and summarize large amounts of data is something that should be explored by marketers. This is often time consuming and if you are in the beginning of your digital marketing journey it is a hard thing to even begin to understand how it's done. This article is a great introduction to this area of expertise.
Google has a shopping feed audit solution that marketers can use to learn where they have to do more work on the feed to maximize its potential. These feed audits are a good tool but should not be trusted fully as it might have some misreadings as well as not being in depth in how to solve some problems. It's a good starting point when looking at a shopping feed.
Meta is adding even more ways to track what has value for your company and how to attribute those values within the ads platform. Meta is also hinting that the possibility of connecting outside analytics tools to the Meta ads platform might be on the way. This might also mean that the data collected from Meta could, with more ease than now, be compared to other data sources.
Finally, negative keywords will become a thing in Pmax. We have waited for this since Pmax was released. Google has, for a long time, worked to move control away from marketers. That they give this control to us will make campaign performance better.
With the emergence of LLMs and other AI solutions within the search engines results the question of how to optimize your content to get this position has been a hot topic within SEO and Performance marketing circles for a while. GEO is the name for how this might be done. This article is a great introduction to the subject.
TikTok is launching keyword based Ads in the US and opens up their search result page to ads. This will surely help marketers reach more customers on a platform that has grown out to one of the big Social Media platforms.
Svenskarna & internet is a yearly survey of how Swedes use the internet and social media. It's a great source of information when it comes to what social media platforms are used by what generation, if something new has popped up on the radar and how the usage of social media evolves over time within the population. It also looks at other topics such as internet based services, how we consume news on the internet as well as online bullying and hate speech.
