Paid Media Updates You Need To Know | May 2023

The Paid Media world never stops and there’s been some more important updates for us to consider in May. So, let’s take a look at everything you need to know…

The latest Paid Media updates

Google Ads Simplifies Audience Creation

Google ads recently announced that they have created a new feature which will allow advertisers to create audiences within the Google ads interface as opposed to having to create them in analytics.

To do this, your Google ads account must be connected to the relevant GA4 analytics. Learn more about this process here.

Local Search Ads for Bing

Similar to Google local campaigns, Microsoft have announced that they will be launching local search campaigns, to help businesses enhance their local visibility, promoting their products and services to potential customers in the area.

To create local campaigns, you must have location extensions set up within the account. Read more about Bing’s new campaign type here.

Future gazing: What’s next for Paid Media?

Introducing Meta Verified!

Meta has launched a verified program where users will now be able to purchase a blue checkmark on Facebook or Instagram, this should help brands establish their presence on the social media platforms.

So, how much is it and what do you get?

It will cost $11.99 per month on the web and $14.99 in-app and you get verification with a government ID, proactive account protection, access to direct account support and more.

This is currently only available in the US, Australia and New Zealand however you can sign up to the waiting list now and after some trials we should be seeing in land in the UK soon enough!

Useful Tool Of The Month

As a response to ChatGPT, which was hailed as a ground-breaking innovation with the potential to destroy the search market, Google launched Bard.

Related: 5 Ways to Use ChatGPT in Performance Marketing

Bard is Google’s AI Chatbot that provides answers to text-based queries. Rather than showing relevant links to the search queries like a search engine, Bard browses the websites and provides answers by summarizing the content on the internet.

The main difference between Bard and ChatGPT is that Bard can respond to queries with information obtained in real time from the internet by using Google’s LaMDA (Language Model for Dialogue Applications). On the other hand, ChatGPT uses its Generative Pre-training Transformer, which is developed using data before late 2021.

Bard is currently limited and being tested by marketers. Find more information here, or if you want to test Bard yourself, you can join the waitlist.

We hope you enjoyed our latest Paid Media news update! Be sure to check back next month for more news, trends and recommendations.