09.07.2021 – In Digital Newsroom
At a Glance...
Google Ads has had a busy week announcing new releases, product updates and additional features to its customers. Get all the latest in this week’s newsroom, and let us know your thoughts.
This week, Performance Manager Hemadri Negi discusses what’s new in the world of PPC, TikTok Instagram and more. Catch up on our latest In Digital newsroom for all the bitesize industry updates you’ll need.
PPC NEWS
‘Ad pods’ will be soon eligible on non-skippable in stream ads
Improving viewer experience with ad pods
Ad pods are typically served to viewers who watch longer form content to reduce interruptions to their viewing experience.
Google launched ad pods in 2018 and saw that users who engaged with multiple ads in an ad break experienced up to 40% fewer interruptions.
As a result, soon ad pods will be eligible to serve non-skippable in-stream ads in addition to skippable in-stream ads and bumpers. With this update, they want to continue to minimize viewer interruptions while helping advertisers connect with their most important audiences.
‘Performance Max’ campaign type
Google’s Performance Max Campaign: The Future Is Here
Performance Max is a new campaign type in Google Ads that maximizes your performance across all Google inventory (serve across Search, Maps, Display, Gmail , Discover feed, YouTube, and Shopping) using machine learning.
This fully automated campaign type requires advertisers to merely provide an asset bank of ad creatives such as copy, call to action, images, or videos. These in turn will activate Google’s Smart Bidding process across multiple channels, based on the advertiser’s goals.
Basically, all advertisers manual work with targeting, bidding, and ad copy, is now fully automated.
Next version of ‘Insights Page’
Learn more about performance & updates on ‘Insights Page’
Google is introducing the next version of the Insights page in the coming months, which will include three new types of insights:
- Demand forecasts
- Consumer interest themes
- Audience insights
New but not really new..
‘Image Extension’ rolled out globally from 27th May
Image extensions complement your Search ad with relevant visuals of your products and services. This makes it easy for people to learn about your business and take action–especially on mobile.
Early results have shown that, on average, advertisers see a 10% increase in click-through rate when image extensions show with their mobile Search ads.
By tapping these images, people will be taken directly to your site.
When a campaign is opted into search partners, image extensions are eligible to show with the ad in YouTube search results.
PAID SOCIAL NEWS
Hot in Instagram
Affiliate Monetization options in testing for Creators
Instagram has announced new monetization options for creators: ‘Affiliate selling’.
Influencers will be able to discover new products available on checkout and then share them with their followers. They can then earn commissions for the resulting purchases, all within the app.
Creators can make more passive income easily, and brands can get extra visibility and sales without spending their marketing funds on promoted partnerships. It’s a win-win.
The Messenger API for Instagram allows businesses to use the same engagement platforms they’re using for other channels to respond to direct messages on Instagram.
Businesses can also connect Instagram messaging to existing tools & systems, such as CRM, inventory management, or Analytics.
What this means for brands?
- Turn product inquiries into sales
- Increase customer satisfaction and efficiency
- Extend in-person services online
The ability to respond to Instagram messages from different third-party platforms is about as game-changing as it gets for brands who are selling at a high volume here, especially with more features available with additional tools.
TikTok’s latest
More Tok on the Clock: Introducing longer videos on TikTok
Tik Tok is introducing the option for their global community to create longer videos – paving the way for even richer storytelling and entertainment on the platform.
Over the coming weeks, they will be rolling out the option to create longer videos to everyone on TikTok, giving their global community the flexibility to film, upload, and edit videos up to three minutes in length directly within TikTok.
TikTok introducing brand lift study
TikTok Brand Lift Study (BLS), a first-party measurement solution for advertisers.
Brand partners can utilize TikTok BLS to apply rigid experimentation to understand and measure the impact of their campaigns.
They can better analyze awareness, attitudes, favorability, and intent. Strong brand lift performance also helps brands to be confident in making informed campaign decisions leading with data as they continue to build brand affinity on TikTok.
They are using Kantar as their third-party verification measurement partner of Brand Lift Study.
Stay tuned for the next In Digital newsroom series!