Hi there,
Welcome to the second DTA newsletter! This month we’ve seen culture codes released by Meta, updates to LinkedIn’s algorithm, new email marketing benchmarks and more. Read on to discover recent changes happening in the digital marketing world.
SEO
New metrics for PageSpeed Insights
Google has released new metrics for server-related speed and page performance. The new metrics are Time to First Byte (TTFB) and Interaction to Next Paint (INP).
Google confirms meta descriptions aren’t used for rankings
John Mueller, Google’s search advocate, has confirmed that meta descriptions aren’t used by the search engine to rank websites.
No new SEO tactics for multisearch
John Mueller has advised there’s not any new tactics for SEO that are related specifically multisearch. Instead, brands can look at applying existing best practices for images and content.
Analytics
Universal Analytics has a sunset date
Google has announced that Universal Analytics will begin sunsetting on 1 July 2023. From July 2023 onwards, marketers will only be able to collect data for Google Analytics 4 properties.
Social media
Meta has released culture codes
Research has found that consumers, particularly younger ones, prefer content that is ‘real’ rather than ‘perfect’. To help navigate these changing preferences, Meta (previously Facebook) has released six culture codes.
LinkedIn has changed its feed algorithm
LinkedIn has updated its algorithm to downrank engagement-baiting posts and polls. The change is part of the platform’s crack down on certain types of content.
TikTok Pulse is launching
Next month, TikTok will make TikTok Pulse available to US creators with over 100,000 followers. The new feature will enable brands to appear next to the top 4% of videos.
Email marketing
New 2022 benchmarks are out
What happens if you analyse over 7 billion emails sent in 2021? The team at GetResponse has the answer – they recently did just that. See the insights in their new 2022 Email Marketing Benchmark Report.
Apple, Gmail, and Outlook dominated in April 2022
According to research by Litmus, the most popular email clients globally last month were Apple, Gmail, and Outlook. Light mode was also preferred, with only a quarter of emails being opened in dark mode.
Performance marketing
Look out for new features
Google has hinted that improvements to responsive display ads and a new creative inspiration hub are in the works. Keep an eye out for other new features to be announced at the Google Marketing Live conference on May 24.
Google’s 3-strike policy gets an update
Google is reenforcing its 3-strike approach. As of June 2022, there will be 9 policies that can issue strikes against your Google Ads account.
New Performance Max Features
New features are being rolled out to Performance Max campaigns in Google Ads. Smart Shopping and Local campaigns will be replaced by Performance Max campaigns by September 2022.
