[Ep133] - Per Google, Your Website Doesn't Need 200k+Words To Be Authoritative

#TWIMshow - This Week in Marketing

1. YouTube #golivetogether Feature Update - YouTube has announced that it’s opening up its ‘Go Live Together (#golivetogether)’ option to more users from next week, which will provide more creative considerations for your live-streams in the app.

Go Live Together enables you to invite another YouTube user to your stream, with the video then displayed in vertical split-screen, providing new engagement and interaction options during a YouTube live broadcast. That could open up new opportunities for brands to run live interviews or internal spotlight sessions on their YouTube channel, while also facilitating Q and A sessions and other options to build engagement among your YouTube community. Hosts will be able to rotate the guest on their live-stream, but only one guest at a time will be able to take part in the broadcast.

YouTube will also allow pre-roll, mid-roll, and post-roll ads on Go Live Together streams, which will be attributed to the host channel of the broadcast. YouTube says that all channels with at least 50 subscribers will soon be able to launch Live Together streams, with the roll-out beginning next week – though YouTube does note that it may take a few weeks to become available to all users.

2. Instagram Subscriptions - Launched as a limited test back in January, subscriptions on Instagram are now available to all eligible US creators. Subscriptions allow creators to offer exclusive content in exchange for a recurring monthly payment from their followers. To see if you’re eligible for Instagram Subscriptions, open the Instagram app and go to your professional dashboard. If you’re eligible, you’ll see an option to set up subscriptions for your account. With this feature activated, you can start posting subscriber-only:

• Live Streams
• Stories
• Badges
• Posts
• Reels
• Group chats
• Broadcast channels

You can promote subscriptions in your Instagram stories with a dedicated sticker. When users tap on the sticker, they’re taken to the subscription page. In addition to exclusive content, subscribers also get a special badge next to their name when commenting on posts.

3. Facebook Professional Profile Is Now Available To All Users - Facebook’s professional profile mode is now available to users worldwide, allowing everyone to showcase their skills and abilities. Facebook’s “Professional Mode” is a profile setting that removes the need to create a Facebook Page to get your content in front of a larger audience.

Also, you can now earn money from your Reels, or by enabling ads before, during, and after longer videos. Lastly, you can allow your fans to increase their support for you with a monthly subscription and share subscriber-only content. To learn more about Professional profile, click here.

4. New UET Tag Dashboard In Microsoft Clarity - Understanding both user behavior and customer journey is crucial for successful marketing. To empower you with richer insights in a seamless experience, Microsoft launched Microsoft Clarity offering insights for Microsoft Advertising on Oct 18, 2021. In hindsight, this is something I should have covered in Episode#79 and now regret skipping over the launch announcement.

Anyways, Microsoft Clarity helps you better understand post-click user behavior and engagement on your landing pages because it’s powered by the Universal Event Tracking (UET) tag that you place across your website.

Now there’s also a new UET tag dashboard which can help you monitor tag data and fix any issues that arise. This is a one-stop shop for all things UET, including real-time insights into the data that gets sent via UET tags and troubleshooting action recommendations.

5. Microsoft Rolls Out Import Tool For Google Ads Performance Max - To simplify duplicating your efforts across platforms when using Google Ad’s Performance Max campaigns, Microsoft Advertising has rolled out an update in their Google Import tool that allows advertisers to duplicate their Google Ads Performance Max campaigns.

Currently they only support Performance Max campaigns that use a Merchant center and will import the campaigns as Smart Shopping Campaigns and Local Inventory Ads.

They have also started a pilot solution for importing your other Performance Max campaigns that aren’t using the Merchant Center, starting with an experience that will import these campaigns as Search campaigns and create Dynamic Search Ads (DSA).

Click here to learn more about on how to import your Performance Max campaigns in to Microsoft.

6. Microsoft Ads Expands Availability Of ‘Similar Audiences’ - If you're looking to expand your reach and find new potential customers, Similar Audiences automatically find new customers for you by looking for people who are similar to those in your remarketing lists. These audiences are generated automatically by Microsoft Advertising once you have a remarketing list in place. Similar Audiences can be used in the US and Canada, and the great news is that they’re now generally available in more markets


7. Similar Audiences Is Going Away In Google Ads - Starting May 1, 2023, Google Ads will no longer generate similar audiences (also referred to as “similar segments”) for targeting and reporting. If you have active campaigns with similar segments, those will remain with your campaigns until August 1, 2023. After August 1, similar segments will be removed from all ad groups and campaigns. You’ll continue to have access to historical reporting for similar segments from past campaigns.

According to Google, In place of similar segments, different campaign types will offer different solutions to help you leverage your first-party data, reach the right audience, and improve campaign performance so that you can optimize directly for your business goals.

If you have been using similar segments on Display, Discovery, or Video Action campaigns, and haven’t yet turned on optimized targeting, you should turn on optimized targeting to reach additional relevant and expanded audiences and optimize for your conversion goals.

If you have been using similar segments on Awareness and Reach video or Consideration video campaigns, you should include your first-party data segments in your ad groups, and turn on audience expansion to reach people similar to those in your first-party data.

If you have been using similar segments on Search or Shopping campaigns and are not using Smart Bidding, you should use Smart Bidding with your campaigns. If you’re using Smart Bidding already, or running Performance Max campaigns, you don’t need to take any action, since Performance Max campaigns automatically levera...