Full Transcription

[Introduction] – 00:00

Welcome to episode 94 of the TWIMshow. This is your host, Sajid Islam. And today, I’ll be going over the notable news and updates from the digital marketing space from the week of January 31, 2022.

[Update 1 – Microsoft Introduces Portfolio Bid Strategies & Integration with Google Tag Manager] – 00:13

So let’s start with Microsoft first today. So Microsoft has announced that portfolio bid strategies, as well as integration with Google Tag Manager, is now available. So let me explain to you what portfolio bid strategies are. This is a feature that adjusts bidding across multiple campaigns to balance under and over performing campaigns that share the same bidding strategy. So what this basically does is like you make changes in one place and it goes across your campaigns. It actually can help save time that might otherwise be spending on manually adjusting bias, that’s all. So it’s good for companies that have quite a few campaigns and spending like in a big amount of dollars on a daily basis with that. The other thing is obviously Tag Manager integration. What it allows you to do is enables you to automatically copy the setup used by your existing Tags, which makes it easier to work with Google Tag Manager. If you’re not using Google Tag Manager, then it doesn’t apply to you. However, in this day and age, especially in January 2022 and beyond, you should be using the Tag Manager. There is no reason for you to not use it unless of course, you’re using a platform that does not support Tag Manager.

[Update 2 – Pinterest Introduces AR Try-On for Furniture] – 01:38

With that, let’s move on to the next update. The next update is from Pinterest. And this is something I’m really excited about is like Pinterest introduces augmented reality try-on for furniture. And if you’ve been following a show, you know, we’ve been talking about how Snap has try-on features with clothes. And I’ve always said that’s the future because as people get warmed up to the concept of online shopping and buying clothes at home, the one question that we cannot check is how am I going to look in this clothes? And that was about close. Now, furniture wise, obviously we all have to buy furniture, not maybe on a regular basis. But if you want to shop online, you want to see how this furniture looks in relation to other things. And sometimes you don’t want to drive over to and go by, take a look at it and then bring it home. So Pinterest just solves a big problem. And I’m surprised this didn’t come from Snap but came from Pinterest. Nevertheless, it’s a great update with this thing. What you can do is you can obviously put up as the title says, you can put a piece of furniture in your room and you can see how it looks in relation to everything you have and go from there. Okay, with that, let’s move on to the next update.

[Update 3 – Twitter Launches New ‘Toolbox’ Hub to Highlight Helpful Creation, Moderation, and Analytics Tools] – 02:58

Next update is Twitter launches new toolbox Hub to highlight helpful creation moderation analytics tool. This is the first of this kind from Twitter. And I wish all the other platforms to do that. Twitter is taking a very different approach right where they’re saying, hey, if you want to use Twitter, these are some of the tools that you can use to actually make your life easier, better and things like that. Obviously, sometime down the road you’re going to Mark my words, you’re going to see what is it called a partner’s program. But for now, I think Twitter is just creating a website with other tools and check it out if you use Twitter, because I checked it out and I did find one tool that is amazing. It basically allows you to take a long essay and slice it up into smaller tweets.
And often that side has been a challenge for me where how do I take a long tweet condensing? It 280 characters. But this thing, you can have like 1000 words worth of tweet in one document and it’s going to slice it up for you and give it to you and I’ll show it to you how it looks. Amazing tool. And there are the tools as well. Okay, let’s move on to revenues.

[Update 4 – FaceBook, Pinterest, and Snap Revenue Updates] – 04:10

Obviously, this week there were revenue updates from Facebook, Pinterest, Snap as well as Google. We’re going to cover Google in a different way, in a different update. But for now, I’m going to lump up Facebook, Pinterest and Snap. Pinterest actually became a profitable company. They basically reported about $846,000,000. 20% growth year over year. But again, hey, this is not show about how these companies are doing financially. But this kind of ties back into the update that I just covered a couple of slides back. Actually, I’m looking at a slide. So that’s why it’s a couple of slides back. But what I’m saying is that Pinterest is a social platform that I have always thought has the opportunity to become the next big thing after first Facebook and TikTok this full Disclaimer. I do own stocks in Pinterest and Snap, so that’s a great news from Pinterest. The company is growing. Monthly active users are also growing. Snapchat also posted files first full year of positive cash flow. That basically means they have had profits all throughout the year. In 2021, on the contrary, Facebook reported loss. They lost million daily active users. They gave out some guidance where they plan. They think they’re going to lose about 10
billion with the B dollars in 2022 because of Apple’s Privacy tracking, things like that. So overall, Facebook didn’t post a very stellar number in Q4 2021, their stock price went down. But again, that’s a different discussion. But what this basically says and Facebook has been blaming Apple, blaming everyone else, blaming inflation, blaming supply chain things, everything except for the fact that they are not blaming themselves. Right. Why I say that again in plain old way is like, look, Facebook has been kicking their users and treating their users advertisers as well, very badly. And they don’t want to acknowledge that they’ve been banning accounts left, right and center. And people got frustrated. Right. They never invested in analytics. If you have advertised in Facebook over $10,000 a month, you know the analytics, something you couldn’t rely on, right. Facebook analytics was always way off. People have to use third party tools to see if what they’re doing attribution was a problem. So obviously cost was rising. So what did they do between banning rising costs, reporting misreporting, things like that, they just moved to greener pastures. Youtube. I know a lot of people who used to spend money on Facebook went to YouTube, right. It’s just too much crap on Facebook. But anyway, Mark Zuckerberg and Sheryl Sandberg will not believe those things. They’re going to keep blaming on apples till the cows go home or come home. But hey, that’s Facebook, let them live with it. But we have other greener pastures to go to and there’s TikTok as well. Don’t forget that.

[Update 5 – Google Q4 Search Ad Revenue: $43.3 Billion While YouTube Generated $8.6 Billion] – 07:30

Anyway, let’s move on to the search. The revenue results from Google Q4, their search revenue was $43.3 billion with a B. Yes, you heard that right. That was the result from Google search. And on YouTube they generate about $8.6 billion smaller amount for YouTube. But overall, Google overall, in the quarter, they had $61.2 billion in revenue. Advertising revenue, by the way. So that’s up from 46.2 billion in Q4 of 2021 or 2020, 2020 was 46.2, 2021 was 61.2 billion. So Google did pretty well. Obviously, you can see why they’re doing well because a lot of people are jumping off of from Facebook. Going into Google, going into Google, YouTube, people are going to LinkedIn, people going to TikTok, people going into Pinterest, people are going everywhere except for Facebook. Just because Facebook, you’ve been pretty bad. You’ve been the abusive partner, is what I can say. Anyway, I don’t want to spend too much time on talking about Google’s results. All I wanted you to know that Google did very well. The good news was that of the YouTube generated ads, YouTube has a history of paying up to 55% to their creators, which basically meant it made a lot of people rich. A lot of creators on YouTube became rich because of YouTube. Hey, anyone can go. And now you see there are positive ROI to being on YouTube than it is on Facebook.

[Update 6 – Google Search Console Domain Properties Can Now Be In Search Results] – 09:08

Okay, the on Google update, Google Search console domain properties can now be in search results. But of course you have to be an authorized user for that domain. Number one and number two is you have to be logged in. But if you are logged in, then you will see your Search console domain properties result in one corner of the screen. Why this is helpful. It’s because oftentimes we forget to check the numbers, the dashboards. But if it’s there, you’re logged in. Obviously it’s going to be in your face and you can kind of make tweaks and things like that. So it’s kind of helpful to have that. Should I suggest that you start doing this? Absolutely. So what you have to do is you have to make sure you’re logged into your account and you do search your own business. And then when you do, it’s going to show up and you don’t have to go to yet another place to check the numbers. Now maybe you could make that your homepage. Right. And you can check that number every time
you open a new tab, open your browser. That’s a great idea to do. Other than that, there is nothing else. But it will definitely help you because now you can focus on how many people are coming, what areas you need to invest in and things like that. Okay.

[Update 7 – Auto-tagging Added to Google Merchant Center Free Listings] – 10:22

A little bit about Auto Tagging and Google Merchant Center. Now, Google Merchant Center is something if you have a web shop, if you’re selling products online and you have a Google Merchant Center, this is something for you. Google Merchant Center now allows you to auto-tag free items, free listings. Because remember, Google does allow you to do free listings whether you are WordPress, WooCommerce, or Shopify. And we covered this and then a lot of other platforms that allows you integration with Google Merchant Center. And what auto-tagging does is you can put an extension like a Click ID or UTM parameters. If you say that will tell you in your Google Analytics report, like how many people actually bought your product through that free Merchant Center listings. Now, why is this helpful? Well, you want to know where your sales are coming from, right? If you see a lot of people are coming from your Merchant center, you probably want to focus a little bit more on Merchant Center and tweak it up and change your product description. But if you don’t get any sales from that, you’re like, oh, this is crap. Let’s not look into it. That’s what data-driven marketing is all about, folks. So this is an update for you. If you have a Google Merchant Center or you’re selling products online, this is something for you. You must go and do it. This will be very helpful for you. Okay.

[Update 8 – Google Ads Launches Revamped Partners Program] – 11:41

The other thing on that is Google Ads launches Revamp Partners program again, Partners program. About two years ago, Google said, hey, we’re going to change it. And then obviously it took them two years because of coronavirus pandemic to kind of not make any changes. Overall, they came out and they just basically said that for the new Partners program, you have to achieve an optimization score of 70% So if they imagine if marketANDgrow who is doing this podcast wants to become a Google Partners program, which by the way, side note, I don’t want to ask to become a Google Partner. But if we did, we have to make sure all the accounts that we manage, we have to have an optimization score of 70%. That’s one. Number two, we have to spend about $10,000 across all the managed accounts within a 90 day period, which we can obviously easily meet because we spend way more than that in 30 days. Okay. And have at least 50% of our designated account strategy certified in Google Ads, which is also something we already have. So we qualify. But why don’t we do that? It’s just because of our own ethics and standards. We have covered this in the past. I don’t want to get into it right now. And of course, if you become any partners, if we meet the partners requirement and you are among the top 3%, then you become a Premier Partner. That’s what it is, right? And the result is that Google is going to list us or anyone who meets these criteria into their partners directory and they’re going to say this is a standard partner. This is a Premier Partner. All in all, it’s there. Why I don’t like it personally is because there is an Ads spend tied to it. That means we are now have to push our clients to spend more to become the Premier Partner. It’s just a hamster wheel. Hey, would you trust a doctor who was partnered with pharmaceutical and just pushing that pharmaceutical product. That’s all that I will leave it right now. Okay. Decide for yourself with that.

[Update 9 – Google Consolidates Advertiser Identity & Business Verification] – 13:36

Let’s move on to the next update. Google consolidates advertisers identity and Business Verification it’s just that Google has been talking about it. They are going to verify advertisers identity as well as businesses. And what they have said is that, look, we’re going to streamline it. We’re going to create one unified process so that people are not confused and we’re going to take it from there. They rolled out a few things. You will know why you should care and you will know about it when Google emails you with all the requirements. It’s just that you want to make sure that you are on kosher. If not, Google is going to basically ban your account. That’s all.

[Update 10 – Google Ads Introduces Discovery Optimization Score & Updates Auto-Applied Recommendations] – 14:20

Lastly for this week was Google Ads introduces Discovery Optimization score and Updates or Applied Recommendations. So Discovery Ads as a new form of Ads. And now Google is saying that we are going to come and give you optimization scores as well as tell you how your campaigns are doing things like that. Now remember, Discovery Ads are the latest in Google Ads offering. Local campaigns are basically getting folded into Discovery campaigns. Now, this is part of Google’s strategy to basically go full automation mode, right? They dream of a world where everything small business is going to come in, they’re going to give them the money and their ads are going to run and Google is going to magically get your customers. Unfortunately, the truth, the reality is that that never happens. You give Google the money they spend. You waste your money on a bunch of unrelated keywords and things like that. They learn from it and they will sometimes fix it. But overall, at the end of the day your business lost a lot of money. Google made a lot of money. Their executives are happy. They report a very nice quarter and now you have to figure out how do I make payroll for the next month or next quarter. But having said that, that’s why you want to take a mix of automation as well as manual. So take all these updates that Google has announced this week with a grain of salt. Do not auto-apply recommendations. Take them, analyze them one at a time, especially the auto-applied recommendations. The second part of it is basically for agencies that are managing multiple accounts. They’re saying, hey, Mr. Agency, you can actually auto-apply recommendation across all your accounts that you manage, which I hope not. All agencies do that, but some agencies are going to do that. What you want to do is you can or you can do cherry pick say, hey, I want this recommendation to apply across all my accounts. At marketANDgrow What we do is we do not try to do anything across the board because no two businesses are the same. So we like to go into each individual account apply. And yes, it does take a long time. It does time consuming, but that’s the right thing to do. Right. It’s up to you who you are and who you want to believe and what kind of agents you want to work with. But I’m just sharing these updates from Google so that you know what it is. It’s going to give you a score in discovery ads and you can see an optimization score. To me, optimization scores are just one of the data points. It’s not THE data point. Okay?

[Closing] – 16:59

That’s it for this week folks. Now you know everything you need to know. If you like to read more, make sure to visit our show notes page. With that signing off, your host, Sajid Islam. Take care, bye-bye.

Thank you for tuning in this week, it was a pleasure to serve you all. Hit the subscribe button so that you remember to sign on next week. Same place, same time for another round of This Week In Marketing.

1. Microsoft Introduces Portfolio Bid Strategies & Integration with Google Tag Manager (00:13) – Microsoft Advertising said that portfolio bid methods are now accessible globally. The platform’s automated Google Tag Manager (GTM) integration is now available to everyone.

Portfolio bid strategies. This feature automatically adjusts bidding across multiple campaigns to balance under- and over-performing campaigns that share the same bidding strategy (like maximize conversions, target CPA, target impression share, etc). Portfolio bid strategies can help save time that might otherwise be spent manually adjusting bids.

Automated integration with GTM. Microsoft Advertising’s integration with Google Tag Manager enables you to automatically copy the setup used by your existing Google tags. To do so, sign in to Google and select the Google Tag Manager account and container via Microsoft Advertising online. Next, enable the permissions to update your setup, and Microsoft Advertising will set up the UET tag with additional parameters.


2. Pinterest Introduces AR Try-On for Furniture (01:38) – With a new ‘AR Try-On for Home Décor’ process, Pinterest is taking its augmented reality purchasing possibilities to the next level, allowing users to digitally place furniture in their homes. The approach makes use of Pinterest’s continually expanding AR Lens technology to determine the virtual object’s true dimensions and characteristics in order to create an accurate representation of how it will appear in our real-world location. Pinners can then alter the product in the camera view to evaluate how it fits in their space and how well it matches their current decor.


3. Twitter Launches New ‘Toolbox’ Hub to Highlight Helpful Creation, Moderation, and Analytics Tools (02:58) – Twitter has launched a new ‘Twitter Toolbox’ hub, which will feature useful, dependable Twitter statistics and creation tools to help you get the most out of your Twitter marketing and growth efforts. Expression tools, Safety Tools, and Measurement Tools are the three sections of the new Toolbox. The measurement aspect is likely to be of most relevance to marketers, with a variety of Twitter analytics software available to provide greater insight into your tweet performance.


4. FaceBook, Pinterest, and Snap Revenue Updates (04:10) – Pinterest Turns a Profit in 2021 – Pinterest, Inc. recently reported better-than-expected results ($846.7 million, up 20% year-over-year.) for the fourth quarter ended December 31, 2021, on the back of growth in revenues. In other operating metrics, Pinterest’s average revenue per user (ARPU) increased 23% from the previous year to $1.93. However, the company’s Monthly Active Users (MAUs) saw a 6% year-over-year decline to 431 million.

Snap Posts Its First Full Year of Positive Cash Flow in 2021 – Snap reported its first quarterly net profit on Thursday, and beat analyst estimates for the fourth quarter on earnings, revenue, and user growth.

Facebook Loses a Million Daily Active Users, Posts Big Revenue Result for Full Year 2021 – Facebook earnings came in below expectations for the fourth quarter, and the company said numerous challenges are ahead in the first quarter. Facebook said it’s being hit by a combination of factors, including privacy changes to Apple’s iOS and macroeconomic challenges. It blamed the lower-than-expected growth in part on inflation and supply chain issues that are impacting advertisers’ budgets.


5. Google Q4 Search Ad Revenue: $43.3 Billion While YouTube Generated $8.6 Billion (07:30) – In Q4 of last year, overall Google advertising income was $61.2 billion, up from $46.2 billion in Q4’2020. Google search and other, YouTube advertising, and Google Network are all included in “total Google advertising.” In Q4 2021, YouTube made $8.6 billion in ad revenue, with a total of $28.8 billion in advertising revenue for the year. That’s a substantial improvement above YouTube’s 2020 results. With artists receiving roughly 55% of YouTube ad revenue, that means YouTube will pay creators more than $15 billion in 2021. Search advertising generated $43.3 billion in revenue in Q4 of this year, compared to $31.9 billion in Q4 of last year. In the fiscal year 2021, Google search and others generated slightly about $149 billion, up 43 percent from $104 billion in the fiscal year 2020.


6. Google Search Console Domain Properties Can Now Be In Search Results (09:08) – Google has announced that the Search Console snapshot in the search results now includes domain attributes. This is a snapshot card showing some of the higher-level data for your site immediately in the search results from Search Console.
This card can appear only if you are an owner or full user of the site in Google Search Console, and you are signed in with that Google account while searching for your site or queries it might rank for. You can turn this snapshot on or off as well, those instructions are in this help document.

Having this snapshot appear can be handy for site owners who have access to Search Console but don’t check their data very often. This serves as a helpful reminder to site owners that Search Console contains a wealth of data and information that they may examine or have an SEO professional examine on their behalf.


7. Auto-tagging Added to Google Merchant Center Free Listings (10:22) – Google Merchant Center now supports auto-tagging for free product listings and free local product listings, according to the firm. By adding a result ID to your URLs, you should be able to follow your shopping efforts better using Google Search.

Auto-tagging is a Google Merchant Center feature that allows you to measure conversions from your free product listings and free local product listings on your website separately from other conversion types. It also allows you to separate your free listings and free local listings from total Google organic traffic via a third-party site analytics tool like Google Analytics.


8. Google Ads Launches Revamped Partners Program (11:41) – The new Partners program rules went into force about two years ago, and Google will notify all Partners of their current status. All Partners will be notified of their current status by Google. Those who have already accomplished the new standards will receive their Partners badge right now, while those who have not will receive it once they have met all of them. This program’s criteria adjustments were first announced in February 2020, but the debut was postponed owing to the effects of the coronavirus epidemic, giving Google time to incorporate comments from advertisers into the final version of the requirements.

To be eligible for the new Google Partners program, advertisers must:

  • Achieve an optimization score of 70%.
  • Spend $10,000 across all of a partner’s managed accounts within a 90-day period.
  • Have at least 50% of designated account strategists certified in Google Ads, with at least one certification in each product area (Search, Display, Video, etc.) with campaign spend of $500 (or more) in 90 days.

Agencies that meet Partners requirements and are within the top 3% of participating agencies in their country are eligible to become Premier Partners. The top 3% is evaluated annually; the factors that determine the top 3% include, but aren’t limited to:

  • Client growth – Ability for partners to grow their existing clients and acquire new clients, measured by year-over-year ads spend growth and ads spend among first-time Google Ads clients.
  • Client retention – Demonstrated ability to sustain client business, measured by the percentage of clients retained year-over-year.
  • Product diversification – Demonstrated investment in results-focused product mix beyond Search, measured by the percentage of spend in Display, Apps, Video, and Shopping each calendar year.
  • Annual ads spend – Investment in Google Ads or Google Marketing Platform, measured by spend across managed accounts each calendar year.

Google Ads is now offering its Premier Partners the following:

  • Product betas – Receive ongoing access to the most current product betas.
  • Advanced Google Ads support – Access 24-hour advanced ads support.
  • Executive experiences –  Attend invite-only industry events, such as roundtable discussions with Google leaders, sessions with other Premier Partners, and opportunities to hear from industry thought leaders.
  • Premier Partner Awards – The Premier Partner Awards highlight excellence in digital marketing and showcase Premier Partners that help drive results for clients with Google Ads.
  • Newly redesigned 2022 Premier Partner badge.


9. Google Consolidates Advertiser Identity & Business Verification (13:36) – In March 2022, Google Ads will combine the current advertising identity and business operations verification programs into a single advertiser verification program, resulting in a more streamlined and better advertiser experience. On Monday, January 20, 2022, Google began distributing alerts to advertisers who will be affected by the move. “Advertisers will be contacted through email and an in-account message when they have been selected for the Advertiser verification program,” Google added.

Here is what Google wrote:

  • About your business: In the first step of the unified Advertiser verification program, Google will ask advertisers a few basic questions related to their Google Ads account and business under a new ‘About your business’ section. The questions will ask, for example, the advertiser’s industry and billing country, and information to help Google understand if they are a direct or indirect provider (third party) of the products or services advertised on the Google Ads platform. Advertisers will be given 30 days to submit their answers. If advertisers have not submitted their answers by the end of the 30th day, their account will be paused.
  • Verification timeline updates: Responses from the completion of the ‘About your business’ questions will determine the verification requirements and direct advertisers to the next steps of additional verification, which may include verifying your identity, your business operations, or both (see the ‘Advertiser selection criteria updates’ section below). Advertisers will be given 30 days to successfully complete these additional verifications. Failure to complete or meet the verification requirements in the specified time period will result in an account pause. Note that the pause will only be applied by the end of the 30th day if advertisers have not completed or met the requirements.
    • For Identity verification: Previously, advertisers were given 30 days to start verification and additional 30 days to successfully complete the identity verification.
    • For Business operations verification: Previously, advertisers were given 21 days to successfully complete the Business operation verification along with a 7 days notice period before account suspension.
    • For the unified Advertiser verification:  Now, advertisers will have 30 days to complete the ‘About your business’ questions and an additional 30 days to successfully complete all requested verifications, which may include verifying their identity, their business operations, or both.
  • Business operations verification updates: To reduce the administrative burden and provide a consistent and synchronized experience for our advertisers, we are aligning the enforcement actions for all the verification requirements under the Advertiser verification program.  As a result of this alignment, failure to complete or meet the business operations verification requirements (if requested) will now result in an account pause instead of an account suspension. This means that advertisers’ accounts will stay open, but their ads will not be able to serve until they are able to complete this program successfully. Note that the pause will only be applied by the end of the 30th day if advertisers have not completed or met the requirements.
    To run ads again, advertisers must complete the verification successfully by submitting the requested responses to the survey along with the relevant documentation (as applicable).
  • Advertiser selection criteria updates: As a part of a unified Advertiser verification program, we are combining the advertiser selection criteria for the current advertiser Identity verification and Business operations verification programs for a more harmonized experience, introducing additional criteria to provide an increased layer of protection for our users, and clarifying the instances when the advertiser accounts may be paused immediately. Details below.
    • Additional criteria: Google may request that advertisers complete the Advertiser verification program if, for example, they are advertising on brand-related queries or user queries in business verticals or industries susceptible to abuse, fraud, and scams (such as travel, customer or technical support services and financial services). Where an advertiser is asked to complete additional verification, advertisers’ campaign performance may be impacted when advertising on certain Google restricted queries. Successful completion of the requested verifications will help improve campaign performance (as applicable).
    • Criteria for immediate account pausing:  In certain circumstances, we may pause advertisers’ accounts immediately when the Advertiser verification program is initiated. Your account may be paused immediately for the following reasons:
      • If we suspect your ads violate our Google Ads policies, including, for example, Misleading representation, Unreliable claims, Unidentified business, Business name requirements, Solicitation of funds, Sensitive Events, and Coordinated Deceptive Practices.
      • If we suspect that your advertising or business practices may cause physical or monetary harm to users. Non-exhaustive examples include: misrepresenting yourself in your ad content; offering financial products or services under false pretenses; or offering unauthorized customer support services on behalf of third parties.
      • If we suspect you are attempting to circumvent our verification process.
      • If your identity or your advertising behavior has been identified as unclear.
  • Transparency & disclosures: Similar to the current process followed in the identity verification,  as a part of the identity and/or business operations verification steps, advertisers will be required to submit their legal business or their individual name along with supporting documentation for the unified Advertiser verification program. With the information advertisers provide, Google will display the advertiser name and location via an ad disclosure.  Learn more about ad disclosures.

10. Google Ads Introduces Discovery Optimization Score & Updates Auto-Applied Recommendations (14:20) – Google Ads rolls out updates to Discovery Optimization Score, auto-applied recommendations, and YouTube campaign optimizations. Until now, the Optimization Score in Google Ads only scanned across Search, Display, Shopping, and Video campaigns. Today, they now include Discovery campaigns. Your Discovery campaigns will now show a score of 0-100%, with 100% meaning the campaigns are performing at their full potential. The new recommendations for Discovery campaigns are geared to getting you to lean more into automation through audiences.

The second set of updates is within auto-applied recommendations. You are now able to auto-apply Google’s campaign recommendations at the manager account level. This update means that you no longer have to go into individual accounts and apply recommendations manually. You do have the option to personalize which recommendations you automatically apply if any at all. The recommendations are aimed to scale the level of effort it takes to optimize campaigns. However, at the end of the day, these automatic recommendations are best used in conjunction with manual monitoring.