Digital Marketing Trends 2019: Q2 Round-Up

Feelin’ hot, hot, hot—it’s that time of year again. As we roll into the peak of summer and the end of Q2, our analysts and strategists have some hot takes on industry trends to share. So let’s crank up the air conditioning and crank out the updates!


1. Campaign Level Conversions

I think a ‘finally!’ is in order. You can finally segment for conversion actions at the campaign level for search and display campaigns. Before this update, conversion action settings could only be applied to your whole account. Now, if you have two very different conversion goals such as form fill-outs versus cart check-outs you can now simply create two different campaigns—what a relief! Read the Full Article Here.

 

Strategist’s Thoughts: Katheryn Moore

“This makes it much easier to optimize for specific conversion types.  In the past, you would have to create completely separate accounts in order to track different conversion actions.  You can now set up different conversion goals at the campaign level within the same account.”

2. Microsoft Advertising Announces Local Inventory Ads 

Did you catch that? As an aside to the article we’re about to look at, Bing Ads rebranded as Microsoft Advertising at the end of April. But fear not, while the ad platform is getting a rebrand, Bing the search engine is here to stay—and is even getting some shopping updates!

In June, Local Inventory Ads (LIAs) launched on Microsoft Advertising. Following this update, product listing ads will now display inventory for products in nearby locations — making it easy for searchers to see what’s available in stores near them. Read the Full Article Here.

 

Analyst’s Thoughts: Christina DiSomma 

Bing is catching up to Google here, but it’s an important addition. This is a huge benefit to retailers with both an online and brick-and-mortar presence, as it will allow them to capture customers who are looking for their product but can’t wait on shipment and delivery. The challenge will be in tracking, and how to measure the benefit of these ads when the purchase itself takes place offline.”

3. Instagram Check Out and Influencer Features 

Not quite unexpectedly, Instagram is integrating shopping into its app. With the release of “Instagram Check Out” users will be able to purchase products directly through Instagram, without having to go to a separate site. Read the Full Article Here.

Influencers or Creators will now also be able to link products in their posts to be sold through Instagram Check Out. This update makes it easier than ever for users to shop the latest looks, makeup brands, and trends from their favorite Influencers. Lastly, Instagram is also rolling out Influencer posts as sponsored ads, called Branded Content Ads.  For now, these updates are just being tested with a handful of brand and influencers — but we expect it will soon roll out much more widely. See Facebook’s Full Update Here.

 

Analyst’s Thoughts: Callum Sloan

“This feature adds a lot of potential that we haven’t seen from Paid Social advertising channels up to this point, especially in terms of conversion tracking. Prior to this, there were a couple serious shortcomings to running ads on Instagram such as lack of conversion rates and the ability to actually get a ballpark measurement for your paid social’s performance. As an Instagram user myself, if I see a product I’m interested in purchasing through an Instagram ad I would normally just look up it up on my phone or computer’s internet browser. I feel that it is a fair assumption that’s how most Instagram users go through the purchasing process as well.

So with this new feature I think we’re seeing a significant rise in potential for not just conversions you can track back to your paid social ads, but also conversions in general. In a rapidly changing world that’s getting faster paced by the day, convenience plays a big part in getting someone’s attention.”

4. Google’s Changes to Cross-Site Cookie Tracking 

As Google and Amazon are under investigation by the Department of Justice and the FTC respectively, it’s not surprising that Google is paying more attention to user privacy. Now, Google users have the option of turning off third party cookies. This change allows users to keep first-party cookies enabled (like the cookies that keep you logged in to your email) –  but turn off unwanted third party cookies (that track you from site to site). Read the Full Article Here.

 

Analyst’s Thoughts: Tim Moran

“Google’s changes to allow users to easily (and by default) block third-party cookies are unlikely to impact most advertisers as most sites will have moved to first-party cookies in response to Safari’s ITP roll outs over the past 2 years. What is unclear at this point is what advertisers are going to need to do in order to maintain those first-party tags used for remarketing across sites—which is also a notable source of revenue for Google. I expect we will be getting more insight on potential impact in the coming months.”

5. Amazon Prime Day

Since 2015, Amazon has been running its own version of Black Friday called “Prime Day.” Prime Day is just around the corner and is rumored to start either July 15th or 16th (in 2018, Prime Day was on July 16th). Prime Day will take place in 17 different countries and features more than 100 million discounted products – check out all the updates on Amazon’s Prime Day page here. It’s time for retailers to begin to prepare!

 

Analyst’s Thoughts: C.J. Milhoan 

“Prime Day is staking its claim as a significant shopping day and is worthy of being on any retailers radar. Like Cyber Monday or Black Friday, planning is key to being prepared—in this case, however, understanding how Amazon tracks and attributes sales will be a big factor in determining which retailers are successful.”

 

Looking for additional timely insights on Google Shopping, Amazon Advertising, and digital marketing? Subscribe to our blog below!

Author

Savannah is the Marketing Specialist at Omnitail. She has a degree in Marketing with a minor in Graphic Design from George Mason University. Her favorite part of the job is the design work she get to do, and the variety everyday brings. She’s happy to work with such an excellent team at Omnitail.

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