Good morning, Google custom audiences have arrived.

Last year, Google announced plans to unify targeting for ‘custom affinity’ and ‘custom intent’ audiences under a single ‘custom audience’ option. Now, it’s finally here. Advertisers can now access custom audience targeting across Google Ads for Display, Discovery, Gmail and YouTube campaigns. 

Advertisers can build new custom audiences from the in Audience Manager based on either 1) People who meet any of the determined interests or purchase intentions or 2) People who searched for any of specified terms on Google properties (such as Google.com and YouTube).

Custom audiences can offer greater flexibility for audience targeting. They’re designed to automatically deliver to the right audience based on the inputs set at the campaign goal and bid strategy level. Read more about how custom audiences work for Display, Discovery, Gmail and YouTube campaigns here

There’s more below, including a look at Facebook’s new Social Media Marketing certification program. 

Taylor Peterson,
Deputy Editor

 
 
 

Product Deep Dive: Mobile & App Innovations

Join our Google product experts for a deep dive on feeds in App campaigns and the expansion of app deep linking. Tune in to learn best practices and advice that will take your mobile and App campaigns to the next level.

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Social Shorts
 

Facebook launches Social Media Certificate

Facebook has partnered with online course provider Coursera on a five-course certificate program in Social Media Marketing. Part of the aim is to help increase diversity in the industry: “After completing the certificate, learners will be able to share their information with a consortium of employers who have committed to sourcing diverse talent, including Havas Worldwide, L’ange Hair, Snow Teeth Whitening, Ruggable, Freelancer, and of course, Facebook.” The courses are free via Coursera’s social impact program; there is a $49/month option for access to the jobs consortium and other support such as interview and resume preparedness, with scholarships available for BIPOC and underserved communities.

Why we care. If you’re looking to get into social media marketing or have been affected by the unemployment crisis and are looking for ways to make yourself more marketable, this program could be worth considering.  

 

8 major Google ranking factors

Sponsored by SEO PowerSuite

The SEO community is always looking for new ranking factors. But of over 200 Google ranking factors that we know about, which ones are the most important? From backlinks to Core Web Vitals, SEO PowerSuite provides a definitive list of Google ranking factors – each of which can make or break your search optimization strategy.

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Build compelling product experiences that fuel great customer experiences

What is product information management (PIM) and why is it such a hot topic in both B2B and B2C commerce? The ability to leverage PIM to deliver engaging product experiences and to be able to rapidly adapt is *key* in order to scale and grow. Join this webinar and learn how the current landscape has led to rapid digital transformation for online retailers to manage product information and how to deliver the most relevant product content to your customers– at the right time, in the right place.

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Join us online for SMX Dec. 8-9

Attend the largest virtual SMX event ever! You’ll access actionable organic and paid tactics that can drive more awareness, traffic, and conversions for just $149!

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader.

TikTok to become standalone US company to satisfy White House – Financial Times

Accelerated Digital Marketing Trends That Will Have A Lasting Impact – Forbes 

Whistleblower Says Facebook Ignored Global Political Manipulation – BuzzFeed News

Microsoft pulls underwater data center back to the surface to assess benefits of deep-sea cloud – GeekWire

Amid plummeting sales, Gap’s new CMO hopes to revive it as emblematic cultural brand – The Drum

Facebook rolls out automatic captions for Instagram TV – VentureBeat