Digital Marketing Updates: December 2024

From Google’s latest AI-in-search innovations to TikTok’s push for easier ad creation, the digital marketing landscape is evolving fast. This month, we explore how AI is reshaping shopping experiences, enhancing video content creation, and boosting ad performance. Dive into key updates and what they mean for marketers.

SEO

Updates by Randy McFadden

Google Tests AI Sales Assistant in Search Results

Google is testing a new AI-powered conversational Sales Assistant directly within its search results, aiming to revolutionize online shopping. This assistant, visible beneath organic search listings, provides tailored product recommendations, comparisons, and detailed descriptions, mimicking the role of an in-store expert. For instance, a search for “non-stick pan” might display curated options with brief summaries and a product carousel, all without requiring users to leave the search page.

Key features of the Sales Assistant:

• Interactive guidance: Helps users choose products by offering detailed insights, such as material comparisons and durability tips.
• Product carousels: Displays a selection of items from the searched brand, though it’s unclear how items are ranked.
• Streamlined experience: Eliminates pop-ups and speeds up the shopping process.

To prepare for this potential rollout (remember, it’s still in testing and so far, hard to find in the wild), make time to review your product pages and merchant center listings to ensure products have detailed descriptions, optimized images that fully showcase the products, and structured data that gives search engines additional information.

Recommendations Are Now Available in Google Search Console

Google Search Console now offers actionable recommendations to help improve your site’s performance on Google Search. These insights are accessible in the Overview section of the dashboard and are based on your site’s data. Recommendations appear only when there’s something noteworthy and actionable, and they are regularly updated to reflect the latest data.

Key recommendation categories include:

• Issues: Technical problems that could be fixed.
• Opportunities: Suggestions to boost your traffic.
• Configuration: Tips to streamline site management

Paid Media

Updates by Casey Anderson

Ratings in Google Shopping Ads

Shopping ads have been a great way to get available products front and center at the top of the SERP and now Google has added an extra layer to this placement type by including both product ratings and seller ratings to the listing.

Ads can display none, one or all of these ratings. This new addition makes it easy for users to build trust in a brand or product while also enhancing overall visibility.

Advertisers have the advantage of showing their credibility and improving CTRs with more eye-catching ads.

Using this feature can potentially drive better performance by giving shoppers a full view of a brand and its offerings.

TikTok AI Video Content

TikTok recently launched a new AI tool that will help marketers and creators develop video content for the platform. This tool can turn URLs or product descriptions into TikTok-ready videos by pulling images and language directly from the website. Symphony Creative Studio is TikTok’s latest answer to democratized content, giving advertisers and brands a more accessible entry into TikTok advertising.

While the idea of being able to advertise on TikTok despite not having the video creation bandwidth sounds like a great opportunity, brands should beware of video quality to prevent negative engagement and poor branding.