The last months of 2024 delivered notable developments in digital marketing, with major updates to Google Ads, YouTube Shorts, and AI-driven marketing tools. For those starting their careers in the industry, these changes underline the importance of staying informed and adaptable. Here’s a breakdown.
Google Ads data retention policy
As of the 13th of November 2024, Google Ads began permanently deleting data older than 11 years. This change is part of an effort to streamline the platform. While most advertisers rely on recent data, businesses that analyse long-term trends, particularly in seasonal markets, may feel the impact. If your strategies hinge on older data, it’s vital to establish a rolling backup system to safeguard valuable insights.
The shift also presents a chance to reflect on how historical data fits into modern campaigns, especially given how advertising technologies and consumer behaviours have evolved significantly over the past decade.
YouTube Shorts creator partnerships
YouTube introduced Creator Partnerships via Google Ads, enabling brands to directly collaborate with Shorts creators. This feature is tailored to optimise advertising within short-form video content, which has seen a meteoric rise in popularity. Marketers can now build deeper connections with specific audiences by leveraging the authenticity and influence of creators in this space.
For budding marketers, this update is a clear signal of the growing importance of short-form content in digital strategies.
New audience curation tools for agencies
Google Ad Manager unveiled advanced audience curation tools, exclusively available to marketing agencies. These tools allow agencies to create tailored ad packages for enhanced targeting and better campaign personalisation. Although these features are not yet open to individual advertisers, they mark a shift towards more efficient and nuanced ad management.
Understanding the capabilities of tools like these is a smart move for marketers keen to deliver value to clients or employers.
AI advancements in digital marketing
AI continued its march into the marketing mainstream. Platforms like Google Ads introduced smarter automation features, including advanced personalisation options. These allow marketers to craft bespoke campaigns with less manual effort. Social platforms are also leaning on AI to improve content recommendations and streamline ad performance.
For early-career marketers, building familiarity with AI-driven tools is no longer optional – it’s a necessity. Being able to harness AI for campaign efficiency will make you an invaluable asset.
What these changes mean for new marketers
For those starting their marketing journey, these updates serve as a reminder of the field’s rapid evolution. Key takeaways include…
- Learn how to organise and safeguard marketing data effectively. Knowing what data matters and how to back it up is crucial.
- The rise of short-form video, like YouTube Shorts, highlights the need to understand emerging trends and platforms.
- Familiarity with AI-powered tools can significantly enhance your ability to craft impactful campaigns.
- With constant changes, staying ahead of updates ensures you can make the most of new opportunities.
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