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This Week's News: 2021/11/10

This Week's News: 2021/11/10

Hotspex Media Team

The new Google Partners program launches in three months

TLDR
  • Google is launching the new Google Partners program in February 2022.
  • Current Premier Partners will keep their status until February 2022
Brief

Partners who meet the new requirements will get access to the new Google Partner badge. There are 3 requirement categories: Performance, Spend, and Certifications. The Google Partner requirements are checked on a daily basis. 

  • Performance: Your Google Partners registered Ads manager account needs to have a minimum optimization score of 70%
  • Spend: Your Google Partners registered Ads manager account needs to maintain a 90-day ad spend of $10,000 USD across managed accounts
  • Certification: Your Google Partners registered Ads manager account needs to have a minimum of 50% of your account strategists certified in Google Ads, with at least one certification in each product area with campaign spend (for example Search, Display, Video, Shopping, or Apps).

Starting in February 2022, companies need to meet the Partner requirements and be in the top 3% of participating companies within a given country to become a Premier Partner*. The factors that determine the top 3% include, but are not 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
  • Read the full article from Google

Facebook Parent Meta Limits Ad Targeting for Politics and Other Sensitive Issues

TLDR

  • Starting Jan. 19, the company will no longer allow advertisers to highly personalize their messages to users on topics including politics, race, health, religion and sexual orientation

Brief

Facebook said it would eliminate micro-targeting options for advertisers on topics related to politics and other sensitive issues. The company said it was a difficult decision because it believes the best advertising is personalized, but the move would limit the ability for the targeting to be abused in ways that could lead to negative experiences for users. The decision applies to all the company’s platforms, including Instagram, Messenger and the flagship Facebook app. By limiting advertisers’ ability to specially target niche demographic groups and politically charged interest-based audiences, Facebook will reduce the risk that advertisers could easily incite violence or seek to disenfranchise a subset of voters. The move isn’t a total ban on political ad-targeting, in that it still allows campaigns to use publicly available data or their own email lists as ways to reach people on Facebook. Political strategists said as a result the social-media giant would remain an essential tool for organizing. The decision isn’t likely to have major financial consequences. 


YouTube is removing the dislike count on all videos across its platform

TLDR
  • YouTube today announced its decision to make the “dislike” count on videos private across its platform.
Brief

The decision is likely to be controversial given the extent that it impacts the public’s visibility into a video’s reception. But YouTube believes the change will better protect its creators from harassment and reduce the threat of what it calls “dislike attacks” — essentially when a group teams up to drive up the number of dislikes a video receives. The company says that while dislike counts won’t be visible to the public, it’s not removing the dislike button itself. Users can still click the thumbs down button on videos to signal their dislike to creators privately. Now, the word “Dislike” will appear underneath the thumbs down button instead of the number of dislikes

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