1. Google Ads announces updates to the partner program
  2. Spotify is increasing its advertising
  3. Facebook will revoke and then restore Australian news pages and posts
  4. Take the week
  5. ICYMI

In this week's episode of Marketing O'Clock, presenters Greg Finn, Jess Budde and Mark Saltarelli present the biggest digital marketing news of the week.

If you can't hear Spotify, check out the video version of this week's episode on Search Engine Journal's YouTube channel.

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On February 23, Google Ads announced that the Google Partners program had received some much-needed updates to its structure and identification criteria.

While affiliates still have to maintain a minimum optimization value of 70% on their accounts in order to retain their ID, they can apply or decline recommendations at their own discretion without penalty.

Coupled with this new ID requirement, the number of account strategists that need to be certified to maintain partner status can now be adjusted so that only relevant people need to take the Google Ads certification exams.

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In the past two years, Spotify has become a real competitor in the advertising world.

After acquiring Microphone, a leading platform for podcast advertising and publishing, and implementing streaming ad insertion, Spotify increased its advertising capabilities.

Now they are launching the Spotify Audience Network, an audio advertising marketplace where advertisers can reach listeners who consume a wide variety of audio content. With this new offering, advertisers can use targeting tools within the platform and gain insight into streaming ad insertion.

Updates to streaming ad insertion open a variety of new product features to improve advertisers' ability to use the platform.

Spotify has also launched Spotify Ad Studio as a closed beta in the US, making its advertising features available to all advertisers. This allows advertisers a deeper insight into Spotify's different audiences and allows greater control over their advertising.

It was revealed last week that Facebook has banned all news posts in Australia, as well as all posts by users elsewhere that are linked to Australian news sources. In addition, Australian news publishers have been banned from sharing or posting on their own Facebook pages.

This move, to cite Facebook's own in-platform notification of blocked posts, was "in response to Australian government legislation".

This week, Facebook agreed to put the Australian news pages back on their website after making some changes to the government code. During the time that Australian news sources were blocked on the platform, there was a 50% drop in traffic.

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Take the week

This week Larry Chasse received an email with automated results … for a Facebook campaign that never got past a draft.

A design that never went live. This should be an insightful conversation. I edited the agent's name to protect the innocent. I have to love automated systems.

Here's an idea if impressions = 0 don't send email. #ppcchat pic.twitter.com/YBfQHPndJl

– lchasse (@lchasse) February 23, 2021

ICYMI

Next, on our ICYMI segment, Mark Irvine shares a strange quirk about negative keywords.

Random PPC Trivia I Learned Today:

A negative keyword will only prevent your ads from showing if that word appears within the first 16 words of a search term.

Search terms with more than 16 words are still very rare, but what a strange quirk.

– Mark Irvine (@ MarkIrvine89) February 18, 2021

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Then we will answer your burning questions about digital marketing during our lightning lap segment:

  • Who wants to take a look behind the scenes at UFC? Find it on TikTok!
  • What can I do to make my Google ads clearer?
  • Where can I improve employee advocacy on LinkedIn?
  • When can I virtually applaud my favorite YouTube creators?
  • Why is Google changing the default to responsive text ads?
  • How can I instantly turn my blog post into a podcast?

Visit the Marketing O'Clock website to subscribe to the show (and our newsletter!) And read all of the articles featured on this week's show!

Photo credit: Samantha Hanson

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