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African Businesses Can Now Harness Google AI to Simplify Search Advertising

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Following its initial announcement in January, businesses across Africa can now use Google’s Gemini AI-powered chat-like tool for Search Ads. This intuitive tool is now fully operational and designed to help businesses in Africa and across the world boost their online visibility.

In regions like Sub-Saharan Africa, where internet penetration is rapidly increasing, the ability to effectively reach customers through online advertising is becoming increasingly crucial for business growth.

Google’s conversational experience takes the complexity out of ad creation, empowering businesses of any size to easily craft campaigns that resonate with local audiences.

“Creating effective ads can be time-consuming, especially for small businesses,” explains Shashi Thakur, VP & GM of Search Ads & Ads on Google Experiences.

“Our new conversational experience helps businesses of all sizes tap into the power of Google AI to create successful Search campaigns with remarkable ease.”

Here’s how the conversational experience works:

  • Easy to Get Started: Simply provide a website address, and Google AI will automatically analyse the content.

  • Tailored Suggestions: The AI generates relevant keywords, ad headlines, and descriptions, inspired by a business and its target region.

  • Visual Inspiration: Need ad images? Google AI pulls visuals from a website or creates new ones.

  • You’re Still in Control: Advertisers review and approve all AI-generated elements, ensuring ads reflect their brand.

The introduction of this conversational experience has led to tangible benefits for businesses utilising the platform, with businesses using the conversational experience in Google Ads are 42% more likely to publish Search campaigns with ‘Good’ or ‘Excellent’ Ad Strength.  This strong ad quality has been shown to directly increase conversions.

This development is part of Google’s broader initiative to empower small businesses in Africa and globally, by facilitating the creation of impactful Search ads. By automatically generating headlines and descriptions based on existing website content, Google’s AI enables ads to dynamically respond to relevant searches.

This adaptive approach ensures that small businesses can effectively capture the attention of potential customers, enhancing their visibility in search results.

The conversational AI experience for Google Search Ads is now available globally for English-speaking advertisers, with plans to extend support to additional languages in the near future.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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TD Africa Launches TecHERdemy to Empower 400 Nigerian Women in Tech

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In a significant milestone for women in tech, TD Africa officially launched the TecHERdemy program yesterday, 13th November 2024, an initiative aimed at equipping 400 young Nigerian women with essential digital skills to succeed in today’s technology-driven world.

Participants and the Executives of TD Africa at TecHERdemy program held recently

The launch event, held in the Yudala Height Building of the company and co-sponsored by global brands like Huawei, Microsoft and Cisco, brought together participants who had completed a series of online assessments to secure a spot in this highly anticipated program.

Mrs. Chioma Ekeh, ceo of TD Africa, expressed her enthusiasm for the TecHERdemy program, emphasizing how closely it aligns with TD Africa’s mission of “Empowering You.”

She reiterated that the training would offer the participants invaluable skills and insights to help them thrive in the technology sector.

“TecHERdemy is not just a training program; it’s a launchpad to a brighter future for each of you.

“I encourage you to seize this opportunity, as it is a chance to bring positive change, not only in your lives but also to empower others in your communities and beyond,” Mrs Ekeh remarked.

As the co-sponsor of the program, Huawei was represented by Gary Li, Channel Director, who expressed Huawei’s commitment to partnering with TD Africa to make this initiative a success.

“Huawei is proud to be part of TecHERdemy, a program that mirrors our commitment to innovation and equality in the tech sector.

“We are dedicated to supporting each participant’s journey, ensuring they gain industry-relevant skills to meet global standards,” said Mr. Li.

Participants were introduced to the core courses they will undertake over the next six months, which include Cybersecurity, Data Science, Artificial Intelligence, and Software Development.

Each course will be delivered by industry experts to ensure hands-on, practical learning that meets international standards. Successful graduates of TecHERdemy will receive certificates and job placement validating their new skills and expanding their career prospects in the fast-growing tech sector.

The launch of TecHERdemy underscores TD Africa’s commitment to bridging the gender gap in the tech industry by fostering a more inclusive and equitable landscape for all.

By investing in the next generation of female tech leaders, TD Africa and its partners are contributing to a more empowered and digitally savvy Nigeria, paving the way for a brighter future for women in technology.


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EU Hits Meta with $840M Fine for Abusive Facebook Ad Practices

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European Union has fined Meta nearly €800 million for violating antitrust laws by automatically granting Facebook users access to its classified ads service, Facebook Marketplace.

The European Commission accused Meta of abusing its dominant position by imposing unfair trading conditions on rival classified ad providers who advertise on its platforms.

“This is illegal under EU antitrust rules. Meta must now stop this behaviour,” said Margrethe Vestager, the EU’s competition commissioner, in a statement.

Meta announced plans to appeal the decision, arguing it misrepresents the competitive environment in Europe. “Facebook users can choose whether or not to engage with Marketplace, and many don’t.

“The reality is that people use Facebook Marketplace because they want to, not because they have to,” Meta said.

This penalty ranks among the 10 largest antitrust fines ever imposed by the EU and follows a series of actions against Big Tech companies.

The Commission emphasized that Facebook Marketplace’s integration with Facebook gives it a significant advantage over competitors, stating that all Facebook users automatically access and are exposed to the service regardless of their preference.

The Commission also accused Meta of imposing unfair conditions on competitors in the classified ads sector. It alleged Meta leveraged ad-related data from other advertisers for the exclusive benefit of Facebook Marketplace, a claim Meta denies.

Meta said it has “built systems and controls” to prevent such practices, calling the Commission’s actions against its free service “disappointing.”

The fine of €797.72 million reflects what the Commission described as the “duration and gravity” of the violations. Meta’s revenue last year was approximately $135 billion.

This decision is part of the EU’s broader regulatory push against Big Tech, backed by new legislation like the Digital Services Act and Digital Markets Act.

Earlier this year, the EU accused Meta of breaching digital rules with a “pay or consent” system requiring users to either pay to avoid data collection or agree to share their data.

In response to regulatory pressure, Meta recently introduced less targeted ads for free users in the EU and lowered subscription rates for ad-free services.


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Karl Toriola Champions MTN’s Digital Transformation @TeXcellence 2024

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MTN Nigeria CEO, Karl Toriola, at the TeXcellence 2024 conference, emphasized the telecommunications sector’s crucial role in advancing Nigeria’s digital economy.

Highlighting the evolution from a traditional telecom company to a full-fledged technology powerhouse, Toriola outlined MTN’s journey and the broader industry’s transformative potential.

Reflecting on MTN’s significant footprint, Toriola highlighted how telecoms have been the backbone of the nation’s digital transformation. “The telecommunication sector has been a critical driver of economic growth in this country, accounting for 14% of the nation’s GDP.

“MTN on its own contributes 7% to Nigeria’s GDP and its evolution into a Techco could propel the nation to unprecedented economic heights”.

From the groundbreaking days of GSM licensing in 2001 to the launch of 5G in 2022, MTN has consistently been at the forefront of technological advancement.

Toriola underscored the shift in revenue dynamics, with data now surpassing voice services as the primary income source despite slimmer margins.

He acknowledged the challenges posed by increased competition and external factors, including economic pressures and currency devaluation.

Yet, he stressed that these hurdles are driving the need for innovation in areas like financial inclusion, IoT, AI, and the development of digital ecosystems.

The MTN CEO shared insights into the company’s ambitious projects, such as constructing the largest data center in West Africa and expanding 5G services to deliver high-speed, low-latency connectivity.

He also emphasized the importance of affordability in expanding digital access, pointing out that 71% of Nigerians face challenges maintaining regular internet connectivity due to cost.

Wrapping up, Toriola called for collaboration among industry stakeholders, international partners, and the government to harness Nigeria’s potential and nurture a culture of curiosity and innovation.

“Our biggest asset is our people—their drive and ingenuity. By fostering this and investing in our digital infrastructure, we can achieve the vision of a trillion-dollar economy,” he concluded.

Karl Toriola’s keynote address at TeXcellence 2024 revealed that with determined leadership and unified efforts, Nigeria’s telecom and tech sectors are poised to lead the continent in digital transformation.


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