Weekly Digital Breakdown – 9.3.20
Weekly Digital Breakdown
Sep 03 2020
Google Is Holiday Ready
It may only be September, but marketers are already gearing up for their holiday push. In preparation, Google released new tools this week to help advertisers reach shoppers and maximize revenue opportunity.
Holiday shoppers can now be targeted across Google products like search, maps, and YouTube to capture those with immediate intent to purchase with the ability to optimize Local campaigns for store visit indicators such as directions or calls. This will allow more businesses to run Local campaigns by focusing on other metrics besides store visits.
Google is also simplifying choosing location extensions for large chain retailers by creating a curated list to expedite the process. They will review the match using signals like website domain and country for confirmation using the same technology that’s utilized for Google Maps.
Finally, sales filters for Black Friday shopping will be expanded and Promotions, which populates these filters, will be easier and faster to use. Brands will be able to support flash sales and last-minute discounts shoppers are seeking with almost immediately promotion approvals on eligible offers.
All of the new offerings have both advertisers and brands in mind as they work to help consumers find things quickly and push the decision to purchase at the optimal time.
Walmart+ Official Launch
Walmart+ is now prepared to launch after the announcement of the membership service earlier this year. The subscription based program will offer unlimited free delivery and additional perks such as fuel discounts and a Scan & Go checkout option while in-store.
After a free trial period, members would have the option of a $12.95 monthly fee or a flat cost of $98 per year. The competitive pricing is meant to help retain those who have utilized the shopping and delivery options as a result of COVID restrictions. With its massive reach both online and with more than 4,700 stores, the company is relying on its convenience and extensive product offerings to attract and retain customers.
https://www.marketingdive.com/news/walmart-to-launch-its-walmart-membership-service/584497/
Facebook Will Limit Political Ads
Facebook has officially made a decision on how they will handle political ads leading up to the election following consideration to ban them completely across both Facebook and Instagram. CEO Mark Zuckerberg addressed the ongoing issue with information fraud by concluding the company will stop taking new political ads in the US seven days prior to November 3rd. Candidates and political parties whose campaigns received at least one impression by October 27th can continue buying ad impressions but won’t be able to swap creative leading to election day.
Other updates include; adding the “Voter Information Center” with verified information on how to vote to the top of Facebook and Instagram feeds, educating users on the election process, providing live, official election results through their partnership with Reuters, removing posts that contain “clear misinformation” and directing to accurate details instead, and adding a label to any candidate or campaign post that attempts to prematurely declare victory. Facebook also plans to work with election officials to expand policies against voter suppression immediately.
Facebook’s new policies may not appease everyone but they remain committed to trying to be a productive part of the voting process and helping keep people accurately informed as they cast their votes over the coming months.
