COMING AT YOU THE WEEK OF 11.8.22
This week’s most important Marketing News
STARTING IN MAY 2023, SIMILAR AUDIENCES SEGMENTS WILL STOP BEING GENERATED
Then, by August 2023, the segments will be removed from all ad groups and campaigns. Google will replace similar audiences with “more powerful, tested, privacy-centric automated solutions.”
GOOGLE RELEASED ADS DATA HUB FOR MARKETERS
The hub allows you to combine site analytics, CRM data, and display ad data for a centralized view of your marketing efforts. The Data Hub was originally for both marketers and measurement partners. Now, they created a hub solution for each. So now the Data Hub for Marketers is tailored better to…marketers.
MICROSOFT ADVERTISING LAUNCHED IMPORT TOOL FOR PERFORMANCE MAX CAMPAIGNS
Now you can bring your Performance Max campaigns to Microsoft, as long as they use a Merchant Center.
Microsoft also released a slew of other new and updated features this week, like a Merchant Center store import.
NEW GOOGLE SEARCH FEATURES FOR ECONOMICAL SHOPPERS
These new features could give you a boost if you run promotions.
Coupon clipping feature. A button to copy a coupon code
Promotion badge. To help customers identify special offers.
Deals Search feature. To help customers compare offers side-by-side.
Price Insights feature. To show the “typical price” range for a product.
GOOGLE HINTS THAT LINKS WILL BE LESS IMPORTANT AS A RANKING FACTOR IN THE FUTURE
In Google’s Search Off the Record podcast, John Mueller speculated, “I imagine, over time, the weight on the links, at some point, will drop off a little bit as we can’t figure out a little bit better how the content fits in within the context of the whole web.
This article does a great job of sharing some general strategic options and then giving the nitty gritty details you need to execute them.
Redirects seem to take first place in the competition. But if you’re ever facing a site migration, looking at this thread of common issues can help keep the disasters to a minimum.
The highlight here is their explanation of anonymized queries, the search queries that Google doesn’t share to protect user privacy.
This article could (1) help you diagnose an advertising issue or (2) provide proof for your boss that the issue you’ve already identified is indeed an issue, and worth fixing.
HOW DO WE APPROACH RACE AND ETHNICITY IN MARKETING?
Race is a social construct, not a biological one. But as marketers, we care a lot about social constructs. We like to try and understand common factors among people. And race and ethnicity are some—of the many—groups marketers have used to try and do that.
But this is an area where you can really mess things up
It’s no easy task to decide if, when, and how to consider these factors when marketing. Particularly as a white American, I worry about my blind spots. It seems easy to create insensitive marketing surrounding race and ethnicity.
How do we best decide if, when, and how to use these factors in our work?
A great read to help you figure that 👆out
Educating ourselves is always a great “start here” location.
This article digs into the nuances around race and ethnicity. The author, Porter Broswell, is the CEO and cofounder of a career advancement platform for Black, Native American, and Latinx students and young professionals. He’s written a bunch of great pieces about diversity.
As I read this one, I wondered, “How do we approach race and ethnicity in marketing?”
It’s helpful to know the difference between race and ethnicity
Here are the snippet-sized definitions the article gives.
I hope you aren’t confused when you read “biological characteristics” in the race definition. As the article explains:
Thoughts the article inspired about our jobs
The article makes the important observation that, “The social construction of race is…a double-edged sword. It has led to the denigration and disenfranchisement of specific races based on alleged inequalities…But it has also led us to an increased awareness of our perceived and actual differences.”
And celebrating differences starts with awareness of them.
They elaborate, “Racial identity is therefore an important way for people to define themselves, connect with one another, and organize on behalf of shared interests.”
That’s all so much bigger than marketing. But doesn’t it sound like this stuff should be important to us as marketers too? As people who care a lot about where people go to “define themselves, connect with one another, and organize on behalf of shared interests”?
We have the opportunity as marketers to create a sense of belonging and to meet the needs of our audience. So if done correctly—if done at the right time and in the right way—understanding our audience’s races or ethnicities, discussing those things in work meetings, addressing it in our campaigns, could all be beneficial practices. To us and to our audiences.
Questions to help us assess this topic:
- What are the blind spots marketers should watch out for when considering race or ethnicity in their audience?
- When are the times it’s just plain not-ok to consider these factors in our jobs as marketers?
- What does it look like when we succeed at understanding people and being more inclusive?
- What does it look like when we fail and are actually offensive or unhelpful?
- How do we talk about racial and ethnic topics in a respectful way? In marketing meetings? In messages to our audience?
- What does this look like across our industry right now? What should it look like?
Would you take a minute to reply and answer one or two of those questions?
I’ll share what other marketers are thinking about this. I’d appreciate hearing from anyone and everyone. I’d be really pumped to hear from those of you who have personal experiences seeing brands succeed or fail at understanding and including your race or ethnicity.
Here’s to working toward a considerate, inclusive marketing industry. 🥂