As an advertiser, you want to stay current on the latest happenings in the field to keep a competitive edge in the market. Here is why we have brought you the latest updates in advertising in this November 2024 digital marketing news roundup.
1. WhatsApp introduces “conversation started”
- WhatsApp has introduced a prompt that allows people who click on a message asset to start a conversation with you.
- Message assets enable users to connect with your business via WhatsApp
- The app then displays a “conversation started” icon to track messages from the ad.
Source: Search Engine Land
2. Google Ads moves the payment methods section
- Google Ads officially moves the payment methods section to the billings settings page.
- This comes after a pop-up warning on the site stating, “Payment methods is now part of the billing settings page. This page will go away soon.”
Source: X
3. Google unifies Demand Gen ad requirements
- Google unifies and migrates all Demand Gen campaign requirements into the YouTube ad requirements page.
- This update includes quality checks, sensitive applications, and prohibited categories, amongst others.
- It will be effective from January 2025.
Source: Google Ads
4. Google launches Customer Match in beta testing
- Google is testing a new feature, Customer Match, which enables businesses to use first-party data to target customers with remarketing ads.
- Advertisers may receive data of customers upon conversion such as their names, emails and phone numbers.
- Advertisers using Smart Bidding and optimised targeting can use this feature to amplify their marketing performance.
Source: Google
5. Google announces Google Ads API 2025 release
- Google announces their Google Ads API 2025 release and sunset schedule.
- The schedule includes the launch and sunset of the different versions from February/March 2025 to October 2026.
Source: Google
6. Meta expands video ads to Reels
- Meta expands video ads to Instagram Reels, enabling advertisers to select the “Maximise 2-second continuous video plays” goal.
- This update also includes performance tracking and cross-platform video campaign management.
- The video view optimisation is available on Instagram Reels, Instagram Stories, and Facebook Reels.
Source: Swipe Insight
7. Google announces end to political ads in the EU
- Google announced that they will stop serving political ads in the EU following the Regulation on Transparency and Targeting of Political Advertising.
- They state that the regulation comes with legal uncertainties as it broadly defines political advertising.
- Hence, political ads will stop on their platforms in the EU from October 2025.
Source: Google
8. Perplexity set to begin ads
- Perplexity announces they will start serving ads on their answer engines.
- The ads will display as “sponsored,” and answers to such questions will still be generated by their technology, not advertisers.
- They reiterate that this feature is an experiment and their commitment to providing unbiased answers to users.
Source: Perplexity
9. Amazon Ads introduces Sponsored Brand ads in Canada and Australia
- Amazon Ads announces Sponsored Brand ads are now available to authors in Canada and Australia.
- Authors must have three or more books under a single pen name to launch a campaign.
- These ads will show at the top of shopping results, within shopping results and on product detail pages
Source: Amazon Ads
10. Google discontinues Local Services Ads mobile app
- Google announces they will discontinue their Local Services Ads mobile app from January 6.
- This update means that Local Services App will be running on the website only.
- Users’ campaigns will not be affected but can only be created on the site.
Source: Search Engine Land
11. YouTube expands creator partnership control
- Creators can now initiate partnerships by reaching out to advertisers in YouTube’s video linking system.
- Creators can permit advertisers to use their content in ads by linking their videos to advertisers’ accounts.
- This update is only available to creators in the YouTube Partner Program.
Source: Search Engine Journal
12. Meta Ads Manager launches Breakdown
- Meta Ads launches a new feature called Breakdown that allows advertisers to compare results across different dimensions.
- It has breakdown categories such as age, gender, placement, platform, country, region, media type and impression device.
- The feature offers direct access via a chart button, no table reload requirement and visual breakdown comparisons.
Source: Swipe Insight
13. Google Ads rolls out new PMax campaign guidelines
- Google Ads implements new brand guidelines for PMax campaigns announced at Google Marketing Live in May.
- Advertisers can now control business assets such as business name, logo, custom colours and font at the campaign level.
- You can check out the full brand guidelines of campaigns on Google Ads.
Source: Search Engine Roundtable
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