As a relatively new channel in the paid social advertising mix, TikTok is providing additional insight and educational resources to ensure that advertisers make the most out of its advertising opportunities. Named Creative Agency Partnerships (CAP) University, the program will assist agency partners and creatives through all areas of effective TikTok creation.

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New Google technology has been launched to improve user experience on ecommerce site search. Google Cloud has announced the launch of Retail Search which allows ecommerce retailers to enjoy the power of Google search on their own websites. Retail search incorporates both context and user intent, and it promises to improve overall user experience, especially on sites that heavily rely on site search.

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Two new additions are being tested on Google’s featured snippets – these are ‘from the web’ and ‘other sites say’. From the web will feature snippets from multiple websites, linking to each source separately, whilst Other Sites Say displays the usual featured snippet, which is then followed by short page titles and links to alternative websites. This bodes well for sites optimising around featured snippets, as more search engine real estate may soon become available.

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As an increasing amount of Google Ads users migrate over to Performance Max, Google Ads has incorporated additional features to improve performance. These features include a new acquisition goal type, consumer interest insights as well as a one-click upgrade tool. This will allow users to further develop these campaigns to deliver the best possible ROI going forward, with more changes likely to happen in the coming months.

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