April news: What's new in PPC and online marketing?

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Discover the latest news in PPC and online marketing for April. Get a head start with our roundup that guides you through the latest trends.
April is here, and with it comes a spring wave of innovation in pay-per-click (PPC) advertising and online marketing. This month we’re seeing some exciting shifts and updates that can have a significant impact on your campaigns and strategies. In this article, we’ll take a closer look at what’s new and how to use these changes to your advantage.

TikTok is testing virtual influencers for video ads
TikTok is reportedly developing AI-powered virtual influencers that will be able to compete with human creators for lucrative advertising contracts. AI-powered virtual influencers will be able to compete with real human influ spain mobile database encers for lucrative advertising deals on TikTok. The new AI-powered avatars can reportedly read video ad scripts created based on cues submitted by brands and sellers in the TikTok store. However, the feature is still in testing, so things could change. During testing, TikTok researchers found that AI-powered avatars didn’t generate as many e-commerce sales as human influencers. That’s reportedly why the new feature hasn’t been made available to merchants yet. The platform suggests that the feature is intended to complement existing human creators, rather than replace them.

Google blocks 5.5 billion bad ads and uses artificial intelligence to improve safety
Google’s 2023 Ad Safety Report details the steps the company has taken to ensure the safety of its advertising platforms for users, advertisers, and publishers. Using generative AI and machine learning, Google has improved the effectiveness of ad enforcement and the identification of objectionable content. The company has blocked 5.5 billion bad ads and restricted 6.9 billion ads across content areas. In addition, Google is taking steps to ensure election integrity and combat ad fraud. The Ad Safety Report provides a transparent overview of Google’s progress and commitment to safe and ethical advertising in 2023, highlighting key trends and how the company is responding to new challenges and threats in digital advertising.

TikTok launches improved ad placement controls
TikTok has introduced two new controls for advertisers to better control where their content appears. The first is the ability to exclude certain categories of content, which gives advertisers more control over where their ads appear and ensures consistency with their brand identity. The second is Vertical Sensitivity controls, which allow advertisers to prioritize or exclude certain types of content based on its nature or subject matter. This initiative by TikTok aims to improve the advertiser experience on the platform and ensure that their ads are presented next to content that is consistent with their brand message and audience. The integration of account-level controls through TikTok Ads Manager (TTAM) makes it easier for advertisers to use these tools and provides them with a simpler way to set brand safety and suitability. In this way, TikTok responds to the needs of advertisers and their efforts to improve the quality and relevance of the advertising experience on its platform.