Nicole Farley, Author at Search Engine Land /author/nicole-farley News, Search Engine Optimization (SEO) & Pay-Per-Click (PPC) Fri, 23 Sep 2022 20:38:24 +0000 en-US hourly 1 https://wordpress.org/?v=6.0.2 TikTok video descriptions now have a 2,200 character limit /tiktok-video-descriptions-now-have-a-2200-character-limit-388204 Fri, 23 Sep 2022 20:38:19 +0000 /?p=388204 TikTok tells users that adding longer descriptions makes them more likely to show in people's "For You" pages.

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TikTok video descriptions, once limited to 300 characters, have now been updated to 2,200 characters.

What this means. The update was first noticed by social media consultant Matta Navarra on Twitter, who posted that the new character limit allowed users to express more details about their content, generate more engagement, and make their videos more searchable.

Early reactions. Some people on Twitter aren’t too thrilled with the update. Ash-win Fern-&-es posting “But no one really reads the description there. Would be helpful for some to add more hashtags though.” Grady Hopper says “I don’t get why this matters 95% of most people’s views probably come from fyp not search.” FYP is TikTok’s “For You” Page, where they show users suggestions of accounts to follow and videos to watch.

TikTok, the new Google. Though the general reaction here is “meh,” some people see the value in longer captions for optimizing SEO. In response to tweets saying that nobody reads the descriptions, Rhayven J says “Even if they don’t, the algorithm will. If folks know SEO, then this is a huge game changer.”

TikTok is known for trying to replace Google search among its Gen Z users. This latest update could be a step in that direction.

Why we care. If you’re using TikTok as part of your social or ad strategy, have your copywriters on standby and take advantage of the new 2,200 character limit. Don’t forget to keep SEO and Helpful Content best practices in mind when creating your new captions

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Content API for Shopping and Google Ads API updated for country targeting /content-api-for-shopping-and-google-ads-api-updated-for-country-targeting-388183 Thu, 22 Sep 2022 20:28:17 +0000 /?p=388183 Google says you can opt-out if you're concerned that your database can't handle datafeeds without a target country.

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Updates to the country targeting for shopping products, with the introduction of the feedLabel field, have begun.

Recent updates to the API. Last month we announced that Google was removing the country targeting requirements were being removed and replaced with a new feedLabel field. Today Google announced updates to those changes including:

For Google Ads

  • Any Google Ads account can set the feed_label field in ShoppingSetting for Shopping and Performance Max campaigns. You can set feed_label in the Google Ads UI and the Google Ads API.

For Merchant center

  • As of September 14th, 2022 we‘ve started the gradual rollout of feed labels in the Merchant Center UI. When this feature is enabled in the UI, merchants will be able to create a new feed with feed label set to any valid string. 

In the Content API:

  • Products that have only feedLabel, and not targetCountry, if they were added in the Merchant Center UI.
  • Products with feed labels that aren’t two-letter country codes.

API behavior summary. Additionally, the following is a clarification from Google about the current API behavior for feedLabel:

  • Insertion: You can only call Products.insert on products with a matching feedLabel and targetCountry. Currently, Products.insert might return an error if you don’t provide a matching targetCountry. This behavior hasn’t changed if you continue to use only targetCountry.
  • Targeting: If you set feedLabel to a valid 2-letter CLDR territory code, you must still set the shipping attribute of the products resource to the same country in order to target that country. For example, if you set a new feedLabel to “US”, you must also set the country field in the shipping attribute to “US”. If you don’t set both fields, the product might not be eligible to serve in that country. You can configure targeting for an entire feed in the Merchant Center UI.
  • Get/List: When you use Products.list or Products.get, you might see products that only have feedLabel (and not targetCountry) set if they were added in the Merchant Center UI.
  • Product IDs: Once a feedLabel is set for a product it becomes part of the product Id. This means you can’t modify the feedLabel for that product (this is similar to how language works). If you wish to change the feedLabel you will need to create a new product with a different product Id.

Coming next. Google says that once the rollout of feed labels is complete, they will accept Products.insert calls with feedLabel set to any string. targetCountry will be optional.

For datafeeds, the datafeeds resource will be updated to include feedLabel in the Content API for Shopping.

Dig deeper. You can read the full announcement from Google here.

Why we care. If you’re a developer and you’re using APIs for content or shopping campaigns, you’ll no longer have to set a target country, but instead use the feedLabel in its place. You can opt-in or out of these features,

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New Google issue may affect ad serving /new-google-issue-may-affect-ad-serving-388179 Thu, 22 Sep 2022 20:00:09 +0000 /?p=388179 Yet another potential outage for Google, this time affecting certain ads from delivering.

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9/23 Update. The issue has been resolved per AdsLiason Ginny Marvin.

It’s just not Google’s week… or month… or year. Today, Google Ads Liason Ginny Marvin just posted to Twitter that they’re currently aware of an internal issue impacting ads serving. Here’s what she said.

This issue is not related to the previous issues that were found within the Ad Manager.

Why we care. The constant outages and issues from Google are getting a little out of hand, don’t you think? If you see an issue in your Google Ads account, don’t panic just yet.

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More Google Ad incidents and issues /more-google-ad-incidents-and-issues-388134 Wed, 21 Sep 2022 19:38:52 +0000 /?p=388134 Hot Google Ad outages in your area

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The last few weeks have seen several problems with the Google Ads Manager, specifically affecting publishers and an incident dating all the way back to August 31.

The original issue. On August 31, Google reported an incident that “Google Ad Manager Historical Report stats are showing lower than expected for some networks. There’s no clear impact on Serving or Data Transfer at this point.”

Fast forward to this week. Yesterday Google reported an additional issue “We’re investigating reports of an issue with Google Ad Manager. We will provide more information shortly.  The affected users are able to access Google Ad Manager, but are seeing error messages, high latency, and/or other unexpected behavior.”

Additionally, they provided the following update from the August 31 incident “Ad Manager Reporting stats remains fixed with all new data since September 1st (PDT) being accurately reported. We are working on correcting the affected data (issue duration: August 30th, 8:00 PM PDT thru August 31st, 5:00PM PDT). Our current ETA to have it fixed is September 23rd.

We received reports from multiple Publishers where Line Items were under-delivered around September 15th and it might be related to this incident. Engineering is investigating and we will provide more details today.”

Later that day. Around 7 pm UTC Google reported “The Reporting workaround fix that was introduced on September 13th to mitigate the missing stats for this incident has impacted the budget extractor causing under-delivery in a few Line Items. A Serving fix has been issued and will be released shortly (expected EOD PDT). This issue potentially only affected Line Items that meet these two criteria:

1. Line Item has been active through the 8/31 (PDT) incident and after the 9/13 (PDT) workaround fix.

2. Line Item had one or more of the following specific changes made on or after the 8/31 (PDT) stats incident: date duration, the actual budget goal, and delivery speed.”

September 21. Today Google posted an update “We expect to resolve the problem affecting a majority of users of Google Ad Manager at Sep 24, 2022, 6:59 AM UTC. Please note that this time frame is an estimate and may change.  The affected users are able to access Google Ad Manager, but may not have access to the most recent data.

Dig deeper. To stay up to date on all Google Ad issues and outages, you can keep checking the status dashboard.

Why we care. These issues affect publishers and shouldn’t have any impact on advertisers. Furthermore, if you suspect an issue with Ads Manager or any other Google platform, let us know!

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TikTok will start banning political campaign fundraising /tiktok-will-start-banning-political-campaign-fundraising-388132 Wed, 21 Sep 2022 19:10:25 +0000 /?p=388132 A verified account, indicated by a blue checkmark, means the platform has confirmed the ownership of the account.

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TikTok will soon start requiring accounts that belong to U.S. government departments, politicians, and political parties to be verified. They’ll also ban any videos and content that call for fundraising. 

Fighting political misinformation. TikTok and its parent company ByteDance are working to shut down political misinformation in time for the midterm elections in November. Previously they had allowed that content and faced scrutiny from US lawmakers because of it. As a result, TikTok started banning political advertising in 2019.

Request verification. Political accounts can request verification and the platform will also take added steps to confirm the identity of any profiles they believe to belong to politicians or political parties.

Enforcing the ban. TikTok will update its policies to prohibit campaign fundraising. Accounts belonging to politicians and parties will automatically be prevented from accessing any ad features. Additionally, those accounts will also be banned from using money-making features available to influencers on the app such as digital payments and gifting.

Why we care. If you’re a politician or advertiser working on behalf of a politician, be aware of TikTok’s new policies. Politicians or political groups who try to fundraise on the app will be banned. 

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How Twitter uses Signals to help you discover more content, creators, and accounts /how-twitter-uses-signals-to-help-you-discover-more-content-creators-and-accounts-388119 Wed, 21 Sep 2022 16:27:44 +0000 /?p=388119 New Tweet recommendations can be a great tool for discovering and connecting with new acocunts. But sometimes they just get it wrong.

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Twitter recommendations are designed to help you “enrich your Twitter experience” by showing Tweets from people you may not follow, based on actions you take on Twitter such as liking, following, or retweeting.

How Twitter uses Signals. Twitter uses Signals to recommend new content. Signals include topics you follow, posts you’ve liked, accounts you follow, and Tweets that people in your network like.

Where recommendations appear. You’ll see recommendations in your Home timeline, as well as in the Explore tab. Recommendations show just below a small notification that says “You might like.”

Controlling your recommendations. If you don’t want to see a certain recommendation, you can select “Not interested in this Tweet/Topic” from the Tweet menu. If you like or Retweet a recommendation, it sends the signal that you find it interesting.

You can use the “sparkle” icon at the top right corner of your Home timeline. This icon lets you toggle between seeing top “For You” Tweets, which include recommendations from accounts and Topics you don’t follow, and “Latest” Tweets from only the accounts you do follow. 


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How Twitter improves recommendations. A new "X" design on Tweets makes it much easier to remove a Tweet from your Home timeline if you don't want to see it.

Dig deeper. If you want to read the full blog post from Twitter, you can do so here.

Why we care. Browsing social media should be a seamless, hassle-free experience. You follow people you know, like, and trust because you want to see what they're posting and because you're interested in what they have to say. Seeing posts from accounts you don't follow can be a nuisance if they're not closely aligned with your beliefs and interests.

If you're seeing too many posts you're not interested in, try using the "Latest" feature to only see posts from accounts you already know. Or do like I do and "X" them all out.

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Facebook introduces Collaborative Ads for local delivery /facebook-introduces-collaborative-ads-for-local-delivery-388115 Wed, 21 Sep 2022 16:25:38 +0000 /?p=388115 Brands can use Collaborative Ads to reach high-intent shoppers while driving traffic and sales to their retail partners site, app or store.

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Facebook is rolling out Collaborative Ads for local delivery to help restaurants and grocery stores give people more ways to shop and order. The ads allow local businesses and packaged goods brands to display their products next to options for people to purchase.

Local delivery competition. Collaborative Ads for local delivery help brands and advertisers reach new customers by showing their products, restaurants, or grocery to new audiences on Facebook and Instagram.

Early testing. Meta reported that fast-food chain Wendy’s saw early success using Collaborative Ads for local delivery by reaching consumers who had shown previous interest in their products on Grubhub to drive high-value conversions.

A few helpful tips. Meta provides a few helpful tips to make the most of your Collaborative ads for local delivery.

  • Use the Catalog Sales objective for lower-funnel activities such as retargeting and high-intent targeting.
  • Use the Conversion objectives for prospecting activities such as targeting first-party audiences and general demographics that are important to your business.
  • Consistently test, learn, and monitor your campaign performance to see how your ads perform and make changes that align with your goals.
  • Negotiate access to Premium Options based on your business needs for Collaborative Ads with your retail partner. Premium Options by Collaborative Ads include extended audience retargeting, basket insights and retailer-customized audiences.

Dig deeper. You can read the announcement from Meta here. To get started with Collaborative Ads for local delivery, visit the setup guide.

Why we care. If you’re advertising for a local brand, grocer, or restaurant, consider setting up a Collaborative Ad for local delivery. Restaurants and brands should test the platform, regardless of whether they’re signed up with Uber, Grubhub, or other local delivery platforms.

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Walmart is now selling ads on TikTok, Roku, and Snap /walmart-is-now-selling-ads-on-tiktok-roku-and-snap-388105 Wed, 21 Sep 2022 14:13:30 +0000 /?p=388105 The retail giant's partnership with social and CTV platforms is an eye opener for advertisers and brands.

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For the first time ever, Walmart is expanding its ad reach beyond its own ecommerce platform by powering ads on TikTok, Roku, and Snap. Walmart will also have the capability to measure any sales that come from those ads.

Expanding their ad business. Walmart has a $2 billion ad business and has been expanding tremendously, as of late. Their self-service Marketplace now allows advertisers and brands to promote their products by completing their enrollment in minutes, not days.

Walmart has also been increasing the number of ad tech companies and agencies that have access to their API. Walmart uses The Trade Desk as its ad platform, which allows advertisers and brands to use Walmart data to buy ads.


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On the heels of the competition. Kroger has already entered this market by fostering deals with Roku and Pinterest, and has extended its own ad business by working with tech partners PubMatic and Magnite.

Did deeper. Read the full announcement from Business Insider.

Why we care. Advertisers and retailers who are interested in Walmart's audience should consider setting up an ad account and testing an ad campaign. Walmart also integrates with several ecommerce PPC management tools, so execution should be a breeze.

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Google Display & Video 360 API v2 beta launched /google-display-video-360-api-v2-beta-launched-388082 Tue, 20 Sep 2022 21:56:33 +0000 /?p=388082 Migrating from v1 to v2 requires updating your endpoint URLs to call v2 and updating your application to account for breaking changes.

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Google has announced the public beta for the Display & Video 360 v2 API. Additionally, they also announced the extension of the DV360 API Developer Survey through the end of September to gather more customer feedback on v2 and the API in general.

What the API does. Display & Video 360 API allows users to automate complex Display & Video 360 workflows, such as creating insertion orders and setting targeting options for individual line items.

v2 updates and new features. v2 includes a number of new features and breaking changes. Here are some of the changes introduced in v2:

  • You can now retrieve YouTube & Partners line items and their targeting settings using get and list methods in the advertisers.lineItems and advertisers.lineItems.targetingTypes.assignedTargetingOptions services.
  • You can now retrieve and update assigned targeting options for multiple line items in a single request using the new advertisers.lineItems.bulkListAssignedTargetingOptions and advertisers.lineItems.bulkEditAssignedTargetingOptions methods.
  • You can now update the lineItem.entityStatus field across multiple line items in a single request using the new advertisers.lineItems.bulkUpdate method.
  • Some targeting types now use enum values as assignedTargetingOptionId values, enabling the retrieval, creation, and deletion of targeting settings with enums.

Dig deeper. You can read the API announcement from Google here. The survey can be found here. Developers requiring additional information can review the release notes.

Why we care. Developers and advertisers should migrate their Display & Video 360 API from v1. Note that you’ll need the most recent version of the client library and update your configuration to use v2.

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Google launched additional support and troubleshooting for Consent Mode /google-launched-additional-support-and-troubleshooting-for-consent-mode-388071 Tue, 20 Sep 2022 17:07:48 +0000 /?p=388071 Advertisers can access their Consent Mode status on the conversion summary page in their Ads account. You'll be able to tell right away whether Consent Mode is properly implemented.

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Google is rolling out new features to give advertisers additional help with setting up and troubleshooting Consent Mode. A new certified partner program is also available with additional support with implementation and tech challenges.

About Consent Mode. Consent Mode allows advertisers to adjust how your Google tags behave based on the consent status of your users. It also enables Google to model for gaps in conversions. The Google tags will dynamically adapt, utilizing cookies for specified purposes when consent has been given by the user. using the consent signals, Google will apply conversion modeling to recover lost conversions due to consent changes.

Consent Mode status and diagnostics. Google has built new support and features to help advertisers set up Consent Mode correctly. The Google Tag Assistant troubleshooting guide covers possible cases and solutions if Consent Mode is not detected or consent is lower than expected.

Diagnostics can be directly accessed on the conversion summary or action settings page.

What Google says. “In coming months, you’ll be able to view troubleshooting alerts in your diagnostics tabs and see domain-level insights about your tagging and consent rate. You’ll also be able to download a list of URLs and access Google Tag Assistant’s consent debugging tools to help you fix issues with your setup.

Soon, we’ll be surfacing troubleshooting recommendations in the diagnostics tab. In the meantime, you can access the recommendations tab to ensure Consent Mode is properly set up and that you’re receiving the full benefits of conversion modeling” says Shirin Eghtesadi, Senior Product Manager, Privacy Centric Measurement, in the Google announcement today.

Activating Consent Mode. Advertisers can review eligibility requirements here. Google has also partnered with Consent Management Platforms (CMP) and is launching a new partner management platform with partners such as One Trust, Osano, Cookiebot, and more.

It should also be noted that in order to meet the thresholds, advertisers will need to have a presence in the European Economic Area (EEA) or the UK.


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CMP partners. CMP partners are integrated with Consent Mode and Google Tag Manager, which help ensure proper implementation and address any technical issues. CMPs help manage cookie consent banners and direct the consent management process which begins when a user lands on your website and makes a consent choice on a CMP banner. The CMP then communicates that choice to the Google tag via Consent Mode, and the tag adjusts its behavior accordingly. 

Why we care. Most of us are fully aware that new regulations concerning privacy are at the forefront of our jobs as advertisers. Consent Mode ensures that websites protect the confidentiality and security of user data, while still allowing for accurate conversion and targeting data.

If you meet the requirements, check into partnering with a CMP to implement Consent Mode.

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