Click Through Reads #74: Meta Basic Ads, Microsoft Ad Certifications

Welcome back Click Through Readers! We’ve got another week of industry news and updates ready for you.

Meta is developing a new advertising product aimed at brands looking to build awareness. See how these ads work and when you can expect to be able to use “Basic Ads.”

After listening to user feedback, Microsoft Advertising Certified Professional (MACP) is back and better than ever. Discover the changes and how you can become a Microsoft Advertising Certified Professional.

TikTok is making it easier to find the latest trends on the platform with updates to the Creative Center. Get the latest data on trends and sounds to drive your content strategies.

Happy almost-weekend everyone! Enjoy the news!


Meta is Developing ‘Basic Ads”, a New Product that Requires Less Data

Facebook’s response to increased policies and restrictions around user data privacy has led to the development of a new advertising product that would require no anonymized user info for targeting. Because of the lack of advanced targeting, ‘Basic Ads’ is being developed for brand awareness and will rely on basic metrics like engagement and video views for key performance metrics. The product is still in very early stages, with initial rollouts expected in January in the EU only.

Additionally, Meta is introducing a new process for the app, “Access Verification.” The changes require more thorough identification from tech providers for both new and existing apps that access user data. The new process requires third-party management apps to specifically disclose how user data is used and what access is enabled on the user end.


Google to Extend Google Audiences to CTV Devices

During Google Marketing Live, Google announced its plans to increase connected TV inventory in display and video 360 and extend Google Audiences to CTV devices. As streaming continues to rise, this is a natural progression for Google Ads to allow advertisers to reach their audience where they spend extensive amounts of time (and attention). Once rolled out in the coming months, CTV campaigns will be able to utilize the same in-market and affinity audiences that we’ve been using in other Google campaigns for years. These audiences will work across Hulu, Peacock, YouTube, and most other ad-supported CTV apps, giving advertisers even more opportunities to connect with their audiences beyond the computer screen or mobile device.

The affinity audience segments are available in beta globally. The in-marketing and demographic audience segments will roll out in beta for global advertisers at the end of June.


Microsoft’s New Certification Badges, Levels, and Learning Lab

Last month, Microsoft Advertising relaunched its learning lab and certification program with new certification exams. Microsoft Advertising Certified Professional (MACP) now includes more specialized certifications, digital badging, and fewer questions that are more scenario-based in response to user feedback. Rather than one exam, there are now three new 50-question exams:

  1. Microsoft Advertising Search Certification
  2. Microsoft Advertising Native & Display Certification
  3. Microsoft Advertising Shopping Certification

All three exams have a Credly digital badge you can share through social media. If you pass all three exams, you’ll receive the highest-level certification and badge, The Microsoft Advertising Certified Professional.

The 4 Credly badges for Microsoft Advertising

If you were MACP certified as of April 2022, check your email for instructions sent on April 27, 2022, about how to claim your Search Certification badge. This certification and badge will be valid for one year from the award.

The Learning Lab has also gotten a facelift with redesigned enhancements to improve the user experience:

  1. Learning Paths: These bring together concepts you need to develop your skills as a digital marketer with Microsoft Advertising for each topic in one place. This includes learning courses, an exam prep course, and the exam.
  2. Events: Attend live virtual events led by Microsoft Advertising experts or watch the recent ones on-demand.
  3. Your Dashboard and Trophy Case: You can see the badges you’ve earned and the courses you’ve taken in one place.

In addition to the certifications, Microsoft Advertising also provides badges for completing courses in their learning paths:


TikTok Creative Center Insights Update

TikTok is making it easier to find the latest trends on the platform!  New updates to the Creative Center include data on trending songs, hashtags, regional performance stats, and more. 

Screenshot of Tiktok Creative Center's Trending Songs

You can now dig deeper into the top trending songs and view their popularity over time, demographic insights as to which TikTokers are engaging with them, and related interests. 

Screenshot of Tiktok Creative Center's Trending Song Info for Kate Bush's "Running Up That Hill (A Deal With God)"

Other updates and features include viewing the popularity of trends and performance in different parts of the world and the “creators” tab, which shows the top influencers in the app. TikTok also launched a new interactive insights platform in May that allows advertisers to toggle filters to discover key data points in specific markets.

Tiktok Creative Center's Interactive location browsing tool

These insights can be valuable in determining your approach to content creation as you can dig into key TikTok trends and understand what users are really interested in and engaging with.

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