Tag Archive for: google ads updates

Automated Insights Coming To Google Ads

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New information from Google and Search Engine Land revealed today brand new products and features to be implemented in Google Ads. These new updates include automated insights, Performance Max campaigns, releasing Video Action out of beta and more. These are just a further indication of progress and new machine learnings by Google.

Insights Page in Google Ads

Building on the Rising Retail Categories, a tool that was released in May which surfaces fast-growing product searches, Google is introducing a new Insights page.

Google Ads UI will pull data from Rising Retail Categories as well as Google Trends data that is completely customized for each Ads account. In this new tool meant to highlight important insights driving business, advertisers will see searches that are currently trending in their respective industry. They will also have access to auction insights as well as interest predictions tailored to their account.

Insights will first be rolled out in beta, coming to the U.S. and UK initially in the fourth-quarter of this year.

Automated Performance Max Campaigns

Say hello to Google’s newest automated campaign type! Different from the other options of automated campaigns, Performance Max will run across all company inventory.

Performance Max will be eligible to run on Display Network, YouTube, Gmail, Discover, Search, and more. This was created in an effort to compliment the standard Google Search campaigns since they aren’t keyword-based or served via dynamic search ads.

Search Engine Land describes the campaign type, “the idea is to set up one campaign to reach across all non-Search inventory rather than create specialized ads for specific channels.”

This will be available to advertisers in the beta period starting next year, 2021.

Video Action Campaigns

Automated Video Action campaigns and direct-response for TV are performance-focused campaigns that will run on YouTube and Google video partners. Google plans to release this update to all advertisers in the coming weeks.

Jerry Dischler, vice president and GM of Ads at Google, disclosed that they are seeing progress with early direct-response tests. Video action campaigns also show on television screen inventory.

The full update can be found on Search Engine Land.

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Why Google Ads Plans To Limit Search Terms

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Google has started to alert advertisers that it will soon stop showing search queries that triggered their ads when there is not “significant” data.

What is exactly changing?

On Google’s Search Terms Report support page they state, “Starting September 2020,  the search terms report only includes terms that a significant number of users searched for, even if a term received a click. You may now see fewer terms in your report.” In simpler words, advertisers will have reduced visibility into which search queries trigger their ads, even if they register a click or conversion.

Google’s statement from Search Engine Land. “In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions,” a Google spokesperson told Search Engine Land Wednesday.

What does this mean for you?

According to Seer Interactive, you will lose roughly 28% of your budget’s visibility for paid search.

Prior to the update

  • For every $100K you spent on Google search, you got search term data for $98,700 of it.
  • For every 100K clicks you got, you saw search term data for 98,300 of those clicks.

After the update

  • For every $100K you spend on Google search, you get search term data for $71,000 of it.
  • For every 100K clicks you get, you see search term data for 77,900 of those clicks.

That’s ~$27,000 worth of search term data unseen for every $100K you spend.

Why we advertisers care.

The purpose is to prevent advertisers from having the ability to use minimal query data to identify users or have access to any personally identifiable information users may include in their search queries. Protecting user privacy is important and should be prioritized. However, Google limited query data in Search Console for this reason before the update. The difference is that advertisers pay whenever a user clicks on an ad triggered by a users’ query. Losing this data will have severe financial impact on advertising budgets.

In addition to financial implications, there will also be an effect on the optimization of campaigns and negative keyword lists. Not having any access to this data means that advertisers won’t be able to determine if those queries should be added to negative keyword lists to make their campaigns more efficient.

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Updates To Google AdSense

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Google continues updating their advertising platform to create ways that benefit you, the users, in bigger and better ways. The latest update involves Google AdSense and how they will process monetizing new sites.

Overview of Google AdSense

AdSense is one of many ways you can earn money from the internet. You can choose to place Google’s contextual ads on your blog, website, or search engine. Google will then distribute a portion of that revenue to you, and this varies among the type of keywords your site is using to generate these ads.

Prior to now, AdSense users could add their AdSense code on a new site without having to set it up as a separate site in their AdSense account.

 

So What’s New?

Every new site in every AdSense account will go through a verification process to review the following:

  • Ownership of the domain OR have the ability to modify its content
  • Compliance with the AdSense policies

There will also be a slight name change within the AdSense interface. The MySites tab will be renamed to Sites, and this tab will be much more prominent on the interface allowing for easier navigation.

These changes apply to all new and existing AdSense accounts.

 

How It Affects You

Frankly, this is an update that shockingly is just now coming into existence. Google has been working to make their Ads platform and supplemental application better protected, so this verification process is not at all surprising.

Most users won’t have to take any action, it will mostly be on Google’s end to verify the listed email is matched to the correct AdSense code.

According to MarketingLand, publishers are advised to stay tuned for several more updates from the AdSense team.

 

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Image credit to: MarketingLand