🔊 Google exposes new product search trends data

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Plus, Facebook extends native targeting to Reserve, and TikTok preps for AR ads.

May 11, 2020

Good morning Marketer, and welcome to Monday.

It’s clear by now that COVID-19 lockdowns have altered consumer behavior dramatically. Needs-driven spending has largely surpassed discretionary spending, and online shopping – sometimes with curbside pickup – has replaced in-store buying.

As product search behaviors continue to rapidly evolve, Google has introduced Rising Retail Categories. Similar to Google Trends, the tool exposes “fast-growing, product-related categories,” associated queries, and the geographic areas where product categories are trending the most. Marketers can compare the topic and keyword trends by week, month or year. Google said it is the first time it’s provided this data on product categories that people are actively searching for.

While the product-trend data you can glean from Google’s Rising Retail Categories appears relatively modest (for now), it’s still interesting and potentially helpful for brand marketers and small businesses.

Don’t forget there’s more to read below, including two social advertising updates from TikTok and Facebook.

Taylor Peterson,
Deputy Editor

Social Shorts

Facebook extends native targeting to Reserve advertisers, TikTok to roll out AR ads

Native targeting in Reserve. Heads up, marketers: Facebook is extending its existing native targeting capabilities to Reserve advertisers. What’s Reserve? You might recall Facebook launched its Reserve program (previously called Facebook Showcase) for advertisers back in 2018, allowing “top tier” video ads to be bought in advance on a CPM basis. By adding native targeting to Reserve inventory, advertisers will be able to run regional campaigns with interest targeting even as cities and states have different stay-at-home measures in place. Facebook said the new targeting capability for Reserve is currently a limited release, with plans to roll out more broadly by 2021.

AR ad units coming to TikTok. In a move that seems to go head-to-head with Snapchat, TikTok is preparing to launch a new ad format that uses AR as the core feature, according to Digiday. The “AR brand effect” ad allows advertisers to build interactive elements that TikTok users can then use as a special effect in their video posts. Similar to Snapchat, the ads will be clickable and will include music set by the advertiser. The official rollout date has yet to be confirmed but could be expected “in the third quarter of this year with unknown pricing,” Digiday reported.

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