Google Smart Shopping Beta Testing New Customer Only Goal via @SusanEDub

Google Smart Shopping Beta Testing New Customer Only Goal via @SusanEDub

Google’s Smart Shopping product is beta testing a new Conversion goal: New Customer Acquisition. Dubbed “NCA,” this new goal type allows advertisers to set Smart Shopping campaigns to optimize towards acquiring new customers specifically. The information appeared on LinkedIn today, via Steven Johns, a digital marketing consultant at Door4: What is Smart Shopping? Unlike manually-managed Shopping campaigns in Google, Smart Shopping automates the campaign by using its machine learning to distribute and test ads on its own. It still utilizes the feed-based data in a normal Shopping campaign, and your ads are eligible to be shown across search, display, YouTube, and Gmail. Tag Installation for New Customer Acquisition For the […]

Amazon Ads: Skyrocketing Growth in Q1 via @SusanEDub

Amazon Ads: Skyrocketing Growth in Q1 via @SusanEDub

As advertising platforms continue to post initially healthy gains derailed by COVID-19 in Q1, many were interested to see where Amazon would net out during the pandemic. Unlike other platforms, Amazon acts as both advertising and fulfillment mechanism for many ecommerce brands. This means changes in distribution or fulfillment can affect those sellers in different ways. The mandates to shelter in place meant an increased reliance on delivery of goods, poising Amazon to be the servant many consumers would rely on. This, in turn, had the potential to continue the sharp year-over-year gains its advertising business had witnessed. Amazon’s Role in the Q1 Decline Like what we’ve seen with other […]

Google, Facebook, and Microsoft Release Q1 Earnings with Similar Stories via @SusanEDub

Google, Facebook, and Microsoft Release Q1 Earnings with Similar Stories via @SusanEDub

Quarterly reports from the major ad players have been highly anticipated among the COVID-19 volatility. Google, Facebook an Microsoft all posted their Q1 results this week, reflecting a somewhat universal experience: Promising growth that was derailed in the last 2-3 weeks of the quarter by the pandemic outbreak. Google’s Q1 Ad Revenue Results Google came in strong on Q1, beating analyst estimates. Ad sales were up about 10% versus Q1 of 2019, a dollar amount of $33.8 billion. YouTube surprised many with strong growth in users and consumption, despite the reduction in ad budget for many industries towards the end of the quarter. Despite the promising start, Google does not […]

TikTok Finally Opens Ads API to a Partner: Sprinklr via @SusanEDub

TikTok Finally Opens Ads API to a Partner: Sprinklr via @SusanEDub

As TikTok’s growth skyrockets, many media buyers scratched their heads last year over the delay in making advertising accessible quickly. After starting in beta, the self-serve platform was released last year, and now they have green lit their first API connection with Sprinklr. Sprinklr already integrates paid media platforms into one usable space for Facebook, Twitter, Instagram, Pinterest, Snapchat and LinkedIn. “Instead of going into each platform, brands are able to do that in one platform to manage them across the board,”- Lauren Kiser, Sprinklr Advertising, Senior Product Manager Capabilities for API Functionality Sprinklr will be able to perform all normal functions for campaign management, such as campaign creation, ad […]

Snap Launches First Commercial Option on Snapchat Shows via @SusanEDub

Snap Launches First Commercial Option on Snapchat Shows via @SusanEDub

Snapchat is adding a new option for advertisers called “First Commercial.” This offering lets advertisers specify being the first ad a user sees that day in their first Snap show session. It will only be available in the US initially. First Commercial Functionality First Commercial slates an ad to show regardless of what the user chooses to watch, making it more of a “mass audience reach” play. For example, one user might pick a drama show, and another might pick the news – but if they’re in the audience for “First Commercial,” they will both see that advertiser first. First Commercial Specs and Shelf Life First Commercials render as non-skippable […]

Microsoft Ads Introduces Cookie-Based Experiment Feature via @SusanEDub

Microsoft Ads Introduces Cookie-Based Experiment Feature via @SusanEDub

Microsoft Ads is adding an additional feature to the Experiment functionality launched last July.: cookie-based audience specifications. What is the Cookie-Based Option? Unlike experiments that are search-based only, cookie-based audience splits means that the system will “remember” which version they were shown. Moving forward, they will only see ads from that campaign, vs. being treated as a new user every time they search. The audience “buckets” will occur at the cookie level vs. at the session level. Microsoft notes this is preferable over Search-based Experiments for testing items such as creative testing, since the user is only responding to one source or another and it will remain that way for […]

Google Call Only Ads Now Include Link Option via @SusanEDub

Google Call Only Ads Now Include Link Option via @SusanEDub

Google Ads has announced their Call Only ads now offers advertisers the option to include a link to their website. This announcement also coincides with a renaming of the offering from “Call Only Ads” to simply “Call Ads.” The “visit website” option will make the ad unit slightly larger, with the main headline of the ad still resulting in a phone call. How is This Different? Previously Call Only ads limited functionality to a single clickable headline, which would automatically dial the phone number input by the advertiser. The new feature will still be an option, and not a requirement. Google recommends utilizing the new feature to help reduce the […]

Breaking: Google Ads to Require Identity Verification via @SusanEDub

Breaking: Google Ads to Require Identity Verification via @SusanEDub

Google announced today they will begin requiring documentation of user identity and geographic location for advertisers. The new policy is tied to their 2018 policy update requiring identification verification for political advertisements. Requirements for Advertisers The verification program will include: personal identification methods business incorporation documents possibly other items to verify who they are operating geography The program will start in the U.S. and roll out globally, with Google noting they believe it will take a few years to complete verification for the entire ad ecosystem. Certain industries will be prioritized in the phased roll out, and will be notified accordingly. They will have 30 days to submit the required […]

What to Know About Facebook’s Reversal of the Campaign Budget Optimization Requirement via @SusanEDub

What to Know About Facebook’s Reversal of the Campaign Budget Optimization Requirement via @SusanEDub

Facebook sources have confirmed that there will no longer be a required migration to Campaign Budget Optimization. The forced migration was originally slated for last year. The deadline was pushed to early this year, then to September and now appears to be on hold indefinitely. “Mandatory CBO has been scrapped for the time being.” – Facebook representative The statement comes after the last one that CBO would be required of all campaigns by September of this year. What is Campaign Budget Optimization (CBO)? Referred to as “CBO,” this method of budget allocation was introduced to Facebook last year. Historically, daily budgets were usually input at the ad set level in […]