Google Introduces Customer Match: A New Way to Use Your Own Data for Smarter Ads
Google is making it easier for advertisers to connect with their customers while respecting privacy concerns. The new Customer Match feature in Google Analytics (currently in beta) allows businesses to use their own customer data to enhance ad targeting without relying on third-party cookies.
What Is Customer Match?
Customer Match is a tool that helps advertisers improve their ad campaigns by using information they already have, such as email addresses or phone numbers collected from their website. Instead of relying on outdated methods like third-party cookies, this feature uses first-party data to target ads more effectively.
Here’s how it works:
- Advertisers collect data from their own website visitors.
- This data is securely processed and added to existing audience groups in Google Analytics.
- These enriched audience lists are then used to improve ad campaigns on platforms like YouTube, Search, and Google’s in-feed ads.
Why This Matters
With the digital world moving away from third-party cookies, businesses need alternative ways to reach their audiences. Customer Match helps marketers:
- Build Stronger Connections: Use real customer data to create more relevant and personalized ads.
- Scale Up Effortlessly: The feature integrates automatically with Google’s ad tools, reducing the need for manual updates.
- Boost Campaigns with AI: Customer Match works with Google’s Smart Bidding technology to make ads smarter and more effective.
Google emphasizes that all customer data is securely processed using hashing techniques, ensuring both privacy and compliance with global data protection standards.
How to Get Started
To use Customer Match, you’ll need to follow these steps:
- Set Up Data Collection: Configure your Google Analytics property to collect user data (e.g., email addresses).
- Link Your Accounts: Connect your Analytics account with Google Ads and other advertising platforms.
- Enable Personalized Ads: Make sure your settings allow for personalized advertising.
Once activated, your first-party data will be automatically included in campaigns using Smart Bidding and optimized targeting. Currently, this feature works for YouTube ads, with support for Search and in-feed ads coming soon.
What’s Different About This Version?
While Google Ads also offers Customer Match, the Analytics version simplifies the process. It automatically adds first-party data to existing audience groups, saving advertisers the hassle of manually uploading CSV files.
Why This Update Matters for Advertisers
This update reflects Google’s response to the changing landscape of digital advertising. As privacy becomes a bigger focus, tools like Customer Match offer a way to maintain effective ad targeting without compromising user trust. By tapping into their own data, businesses can continue reaching the right audience while adapting to the cookie-less future.
Ready to Elevate Your Ad Strategy?
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Google Lens Transforms the In-Store Shopping Experience
Imagine merging the convenience of online shopping with the tactile joy of browsing in-store. Thanks to a recent update to Google Lens, this is now a reality. This innovative feature lets you access tailored product information for items available in the store you’re in—instantly and effortlessly.
A New Era of Connected Shopping
Today, over 70% of Americans use their smartphones while shopping in physical stores, according to a recent survey by Google and Ipsos. During the holiday season, shoppers often face the dilemma of enjoying the in-store experience while wanting the confidence of online reviews and price checks. Google Lens bridges this gap, turning your smartphone into a personal shopping assistant.
Here’s an example: imagine spotting a Play-Doh set you’re considering as a gift. With Lens, you can simply snap a photo of the box to see reviews, compare prices, and even discover similar products—all without leaving the aisle.
Enhancing the In-Store Experience with AI
What sets this feature apart is its focus on the in-store experience. Unlike other tools, Lens prioritizes showing products that are physically available at the store you’re visiting, excluding items only found on the retailer’s e-commerce site.
While Google’s advanced Gemini AI model powers this update, the experience feels intuitive and familiar. There’s no emphasis on the technology behind it; instead, it seamlessly integrates into the way consumers already use their phones, making AI a practical tool for everyday tasks.
Seamless Integration for Retailers and Shoppers
The updated Lens is available to all Google app users who’ve enabled location sharing and works at stores that have shared their inventory data with Google. This means shoppers can enjoy a smoother, smarter experience while retailers can better connect with their customers.
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Should You Add Bluesky to Your Social Media Strategy?
Bluesky is gaining attention in social media circles, with a surge in users and growing interest from publishers and brands. But the big question remains: is it worth including Bluesky in your social media mix?
What Is Bluesky, and Why Is It Trending?
Bluesky, often compared to X (formerly Twitter) and Threads, has seen impressive growth recently. The app has surpassed 20 million users, tripling its user base since August. Events like the U.S. election and dissatisfaction with competitors—such as Threads’ algorithm-heavy feed and X’s polarizing management—have contributed to its rise.
Bluesky allows users to access a “Following” feed for real-time updates without political content restrictions, which resonates with audiences seeking more control over their experience.
How Does Bluesky Compare?
While Bluesky’s growth is noteworthy, it’s still far behind its larger competitors:
- Threads: 275 million users
- X (Twitter): 500 million users
Bluesky’s niche appeal and focus on specific sectors make it more like Mastodon—popular with tightly knit communities but unlikely to challenge larger platforms directly.
That said, the platform has unique advantages, such as its minimalist design, flexibility for real-time interactions, and appeal to groups looking for spaces without algorithmic constraints.
Should Your Brand Be on Bluesky?
It depends on your goals and audience:
- Experiment with New Platforms: If your brand thrives on engaging early adopters or niche communities, Bluesky could be a valuable addition.
- Reserve Your Handle: Even if you’re not ready to dive in, claim your handle to secure your brand’s presence for future use.
- Stay Alert to Growth Trends: While Bluesky is still growing, its long-term viability depends on maintaining user momentum and differentiating itself from competitors.
Why Bluesky May Be Worth Watching
Bluesky stands out by enabling real-time discussions and supporting link sharing without restrictions, making it attractive to certain audiences. Additionally, its surge in daily active users—up 500% in the U.S. and 350% in the U.K., according to Similarweb—indicates growing interest.
However, it’s too early to say whether Bluesky will become a key player or remain a niche platform. Major competitors like Threads and X have more resources to adapt and compete, which could impact Bluesky’s momentum.
Your Next Steps
If you’re exploring Bluesky for your business, focus on these steps:
- Claim your handle: Protect your brand identity.
- Test engagement: Experiment with posts to gauge audience response.
- Monitor platform evolution: Stay informed about new features and growth trends.
Bluesky may not yet be essential, but it’s worth keeping on your radar, especially if your brand thrives on building connections in emerging spaces.
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Navigating new social media platforms can be challenging, but we’re here to help. At Evocative Studio, we specialize in creating tailored social media strategies that fit your brand’s needs. Whether you’re exploring Bluesky, Threads, or other platforms, we’ll help you make informed decisions.
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Pinterest Boosts Holiday Shopping with New Features
Pinterest continues to evolve its holiday shopping initiatives, blending technology with creativity to deliver engaging experiences for users and advertisers alike.
From TV Events to Curated Gift Guides
In 2022, Pinterest debuted its “Shop the Holidays” event on Pinterest TV, offering shoppable content featuring a mix of direct-to-consumer, local, and global brands. By the following holiday season, the platform took its efforts offline, partnering with Anthropologie to open a shoppable home in Brooklyn Heights, New York. The space featured curated products and QR codes linked to Pinterest boards.
This year, Pinterest focuses on curated gift guides and shoppable wishlists, simplifying the path from inspiration to purchase.
Making Pinterest More Shoppable
Over the years, Pinterest has rolled out updates designed to attract advertisers and enhance the shopping experience for users. Notable features include direct links to brand websites, mobile deep links that take users to specific pages in retailer apps, and improved tools for managing product catalogs.
These efforts are paying off. In Q3 of this year, Pinterest reported an 18% revenue increase, reaching $898 million, while monthly active users grew 11% year-over-year to 537 million.
AI: The Driving Force Behind Growth
Pinterest credits its AI advancements for these impressive results. “Our AI investments are driving results by powering better personalized experiences and greater performance for advertisers,” said Pinterest CEO Bill Ready. Lower-funnel ad tools are also proving to be a major growth driver, offering advertisers new ways to reach Pinterest’s growing audience of engaged shoppers.
How Social Media Could Evolve Under a Second Trump Administration
Donald Trump’s return to the White House could bring significant changes to social media regulations and how platforms operate. His presidency has always been intertwined with the digital landscape, from his controversial use of Twitter to his creation of Truth Social. With Elon Musk now at the helm of X (formerly Twitter), this dynamic takes on even greater significance.
Trump, Musk, and X: A Conservative Powerhouse?
Trump and Musk seem poised for a strong partnership. Musk’s X has already become a major platform for amplifying conservative messages, with Trump praising Musk as a “super genius” during his victory speech. This alliance could bolster X’s standing with Republican supporters and potentially reinvigorate its advertising prospects, despite its reputation as a source of misinformation.
While revenue growth might not be immediate, Musk could leverage his platform for political influence, making X a hub for conservative movements and potentially even merging it with Truth Social to form a mega app. However, potential conflicts of interest between Musk’s business ventures and a role in government remain an open question.
TikTok’s Future: A Surprising Ally in Trump
Despite previously proposing a ban on TikTok, Trump has now pledged to save the app from being forced out of the U.S. His stance opposes President Biden’s push for TikTok to divest its U.S. operations, positioning Trump as a potential hero for the platform.
Still, the regulatory landscape remains challenging, and Trump’s ability to shield TikTok from restrictions will face significant legal and political hurdles.
Meta’s Relationship with Trump: Love-Hate Dynamics
Meta’s parent company, Facebook, faces a complex future under Trump. While the former president has accused the platform of censorship, his administration’s plans to loosen AI and tech regulations could ultimately benefit Meta. Trump has vowed to reverse Biden’s executive order on AI, allowing companies like Meta to innovate more freely in this space.
However, Trump’s personal grievances with Mark Zuckerberg may still create friction. Meta’s move away from political content is a strategic attempt to avoid scrutiny, but Trump’s lingering criticism could cast a shadow over its operations.
Other Platforms in Trump’s Crosshairs
- Snapchat: While not a primary focus, Snap’s reliance on China-based manufacturing could clash with Trump’s America-first policies.
- LinkedIn: Trump’s AI-friendly policies may indirectly benefit LinkedIn’s parent company, Microsoft. However, past criticism of Microsoft’s AI practices and political stances suggests a potential for tension.
What Lies Ahead for Social Media
Trump’s erratic approach to policy could mean swift changes for social media platforms. While some promises, like supporting TikTok or easing regulations, could benefit specific players, his history of unpredictability leaves much in question.
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Graphic Design Trends to Watch in 2025
Looking to revamp your visual content for the year ahead? VistaPrint has unveiled the key graphic design trends set to dominate 2025.
These trends are inspired by their community of designers working across industries, highlighting textured, layered styles and innovations like generative AI.
Here’s what to keep in mind to ensure your brand remains visually relevant and captivating to tomorrow’s consumers.
1. Mismatched and Bright
Bold, vibrant designs with a touch of chaos are stealing the spotlight. Mixed fonts, bright colors, and unbalanced shapes embrace imperfection and originality.
2. Structured Scrapbook
Collage-like visuals with overlapping textures and cut-outs deliver a handcrafted feel, perfect for creating rich, story-driven designs.
3. Nostalgic Networks
Retro simplicity is back! Think minimalist color palettes, pixelated details, and clean, vintage-inspired elements for a timeless aesthetic.
4. Etches and Imprints
Celebrate imperfections with raw, non-symmetrical details. This style adds a human touch by highlighting the beauty in flaws.
5. Childlike Textures
Simple, bright colors and playful textures evoke a sense of nostalgia and spontaneity, appealing to a more carefree, youthful audience.
6. Contemporary Nouveau
A modern take on 1930s Art Nouveau, this trend uses bold typography and eye-catching layouts to create a sophisticated yet vintage vibe.
7. Rewilding Design
Inspired by nature, this trend incorporates organic elements like leaves, wood, and stone, paired with soft curves and calming colors, aligning with eco-conscious values.
8. Not Quite Minimalism
Minimalist layouts with sharp contrasts and bold accents offer a fresh take on simplicity while keeping it vibrant and engaging.
9. Functional and Serene
Natural materials, soft palettes, and sleek designs focus on practicality and serenity, combining beauty with utility.
10. The Evolution of AI
Generative AI is redefining the design landscape, empowering creators to produce captivating, futuristic visuals. This trend blends human creativity with machine-driven innovation to push boundaries.
Why These Trends Matter
These design trends reflect a consumer shift towards authenticity, creativity, and innovation. Whether you’re looking to stand out or stay ahead of the curve, these styles can inspire your next campaigns and keep your brand fresh.
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Google Search CTR Trends: What They Mean for Your Industry
A recent report by Advanced Web Ranking highlights shifting click-through rates (CTRs) across industries and search categories in Q3. These findings reveal key insights into user behavior and suggest actionable steps for improving website engagement.
Key Findings on CTRs
The report compared Q3 data to the previous quarter, showcasing notable variations in CTRs:
- Branded searches on mobile gained 1.07 percentage points in CTR for top-ranking sites.
- Informational queries (e.g., “what,” “when,” “how”) saw a 1.63 percentage point increase on mobile.
- Commercial queries experienced a decline, with mobile CTRs dropping 3.51 percentage points.
- Short keyword searches (1-3 words) performed better, with improved CTRs on mobile devices.
Industry Insights: Winners and Losers
CTR shifts combined with search demand trends provided a clearer picture of traffic growth or decline across industries:
- Science rebounded strongly, with a 4.16 percentage point CTR increase on mobile and impressions rising by 33.78%.
- Shopping showed signs of recovery after stable CTRs over the year, with a 1.94 percentage point increase on mobile and a 21.09% growth in demand.
- Automotive, Education, and Family & Parenting sectors also saw gains in CTR for top-ranking pages.
On the other hand, sectors like Arts & Entertainment struggled, with CTRs dropping significantly for desktop and mobile, alongside declining impressions.
Key Takeaways for Businesses
- Prioritize Mobile: Mobile-friendly websites are essential, especially in industries like Personal Finance, where mobile CTRs dominate.
- Focus on Informational Content: Users increasingly prefer educational content over purely commercial pages. Invest in blog posts, guides, and how-to articles while maintaining clear calls-to-action for conversions.
- Tailor Strategies by Industry:
- Growth sectors like Science and Automotive require a steady flow of engaging content.
- Underperforming sectors like Arts & Entertainment may need better audience targeting and improved messaging.
- Personal Finance requires balancing strong CTRs with potential traffic drops due to low search volume.
- Track Metrics: Regularly monitor your CTR metrics and compare them to industry benchmarks. Adjust your strategies based on performance and emerging trends.
The Road Ahead
This report emphasizes that rankings alone don’t provide the full picture. SERP layouts and user preferences play a crucial role in determining CTRs. As Q4 approaches, businesses must stay agile and adapt their digital strategies to meet changing trends.
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How AI is Revolutionizing Marketing: 2025 Trends and Predictions
AI’s influence on marketing and business is undeniable. Recent studies from IBM and Barclays reveal that 80% of professional tasks will soon integrate AI technology. Beyond reshaping workflows, this revolution is poised to increase business value substantially, potentially by up to 17 times for companies that achieve successful AI integration. Explore our AI Integration Services for insights into enhancing business value through AI.
Key Applications of AI in Marketing
Content Creation Transformation
Generative AI is transforming content creation, with 75% of CMOs planning to use it by 2025 for tasks such as article writing, infographics, and email campaign management. While AI brings efficiency, human creativity remains central; marketers are learning to use AI as a tool to create more personalized, impactful content. By 2026, 80% of creative roles are expected to incorporate AI in daily tasks, marking a shift in skill sets toward collaboration with technology. Hyper-personalization, a priority for 42% of marketing directors, enables large-scale custom content production.
Content Creation Transformation
AI is also reshaping customer engagement, with 86% of CEOs predicting revenue growth through personalized customer experiences. With AI, marketers can generate detailed customer profiles and deliver tailored content and offers. In fact, 64% of marketing directors plan to use generative AI to customize content within the next two years, indicating a shift toward more individualized customer connections.
AI and Hyper-Personalization: The Role of Quality Data
Achieving hyper-personalization, a major goal in modern marketing, requires high-quality, relevant data. Often underused within organizations, these data resources are essential for optimizing AI’s personalization capabilities. Companies leveraging this data effectively will gain a competitive edge in delivering highly personalized customer interactions.
Integrating AI into Marketing Teams
Successful AI integration goes beyond technology; it requires a cultural shift across marketing teams. Companies must foster AI literacy and adapt skill sets, balancing human expertise with AI capabilities to maximize marketing strategies’ impact.
AI is reshaping marketing by enhancing personalization, streamlining content creation, and improving customer experiences. As companies embrace this technology, those that strategically integrate AI with ethical considerations will stand out in a competitive market, ready for a data-driven future.
X's Overhaul of Block Feature Sparks Privacy Concerns: A New Paradigm for User Control?
In an unexpected shift, X (formerly known as Twitter) has overhauled its block feature, redefining what user privacy means on the platform. This update is a significant departure from established norms, allowing blocked users to view posts from accounts that have blocked them—though without interaction rights. This move has sparked a wide-ranging discussion about digital privacy, control over personal content, and the implications for user safety in the evolving landscape of social media.
Key Changes to the Block Feature
The latest update from X removes certain visibility restrictions typically associated with blocking. While blocked accounts remain unable to engage—no replies, likes, or retweets—the change grants them access to the content posted by the accounts that blocked them, provided these accounts are set to public. This nuanced adjustment shifts the platform’s approach to visibility, straying from the all-or-nothing model traditionally found across major social platforms.
"Soon we’ll be launching a change to how the block function works. If your posts are set to public, accounts you have blocked will be able to view them, but they will not be able to engage (like, reply, repost, etc.)."
— Engineering (@XEng), October 16, 2024
Privacy Advocates Sound the Alarm
This change has not gone unnoticed. Privacy and security advocates express concern that X’s new block functionality could increase exposure to unwanted viewers, including potential stalkers or harassers. For many users, especially those who experience online harassment, blocking has been a critical tool to prevent further contact. Now, with the visibility restriction lifted, these users are faced with difficult choices: they may need to weigh the benefits of maintaining a public platform presence against potential risks to their privacy and safety.
User and Community Reactions
The user community has reacted strongly to this update, expressing several key concerns:
Reduced Control Over Visibility: The change takes away users’ ability to fully limit access to their posts.
Increased Risk of Passive Harassment: By granting viewing access without interaction, blocked accounts can still “monitor” posts, potentially enabling passive harassment.
Pressure to Switch to Private Accounts: Some users may feel forced to make their accounts private for safety, reducing their public visibility.
Limited Tools for Managing Unwanted Attention: The new model restricts options for avoiding unwanted attention, causing some to reconsider their platform usage.
Broader Implications
This shift may have wider effects on:
Content Creator Safety: Public figures and influencers, often reliant on broad visibility, may need to reassess their strategies with this increased exposure.
User Behavior Patterns: Some may become more cautious in sharing personal information, which could impact public discussions on the platform.
Industry Standards: Other platforms will closely observe the effects of this new policy to evaluate whether a similar model might be feasible.
X's Perspective
X defends this change as a step toward reducing information silos and fostering open dialogue. According to X, this increased transparency encourages a more inclusive exchange of ideas while still prioritizing user safety.