November Updates to Paid Advertising Platforms

In this monthly post, we bring you the latest from all of the major platforms.

Google Ads

What: Google Ads conversion reporting issues and fix

Details: Conversion reporting was impacted between 11-9-19 through 11-20-19. During that time, a bug caused Google Ads Search and Shopping campaigns to be overreported for those using non-last click attribution models. At this time, the data is correct everywhere except for Search Query, Geo, Keywordless Query, and Keywordless Category reports.

Impact: Advertisers should re-review any reporting downloaded during this time period. Additionally, the over-reporting may have led to more aggressive bidding/budgeting adjustments than merited, meaning advertisers will need to adjust based on the corrected data.

What: Google Extends Shopping ads to more Youtube Inventory

Details: Google is improving the visibility of Shopping Campaigns on Youtube along with an expansion of placements and categories. Advertisers must opt into the “Youtube and Discover on Display Network” targeting setting.

Impact: Advertisers should monitor performance closely given inventory and delivery are likely to ramp up on this placement during the holiday season.

What: Google Ads Editor v1.2 released

Details: The latest release for Google Ads Editor provides support for new campaign types and multi-account management. Among the changes includes support for Discovery Campaigns, shared negative keywords lists, searchable errors, and a condensed edit pane.

Impact: While some are still adjusting to the Google Ads Editor redesign, the most recent update streamlines aspects of cross-account management and creation of Discovery Campaigns. In particular, the shared negative keyword list addition is a longtime requested feature within the editor.

What: Learn about the “Top Signals” dictating your Google Ads Smart Bidding Strategies

Details: Within the Bid Strategy Report, Google will share information on certain signals dictating bid changes. These include device type, location, day of the week, time of day, and keywords.

Impact: Advertisers have gained a level of transparency into their Smart Bidding Strategies previously unavailable. The information will provide insights on what is driving performance and help inform a broader market strategy.

What: Google expands Local campaigns inventory and Buy Online Pickup In-Store offers for Shopping Campaigns

Details: Updates include Promoted Pins in Google Maps and catalog ads in Display.

Impact: Local sales still drive a significant portion of retail momentum. Google continues its push to provide advertisers the opportunity to capitalize on this reality via online advertising. In the coming months, it’s expected that this trend will continue with Google seeking to influence and track offline retail efforts such as store visits.

Microsoft Ads

What: Microsoft Advertising releases “a new, modern design” for Editor

Details: Microsoft redesigned the look and feel of their Editor for Windows and Mac. In their words, the “refresh is simple, clean, and modern, while matching up with other Microsoft Products”. Lastly, the editor now offers five recommendation warning notifications which include campaigns limited by budget, set estimated mainline bids, add keywords, fix ad groups that don’t have any ads, and fix ad groups that don’t have any keywords.

Impact: The updated fonts, colors, and spacing should provide a more intuitive user experience. As for the recommendations, these offer a major upgrade to help identify certain pain points.  Previously, ad groups without active keywords/ads had to be identified via manual means, while now Microsoft Editor joins Google with a simple yet extremely valuable warning notification.

Facebook

What: Facebook rebrands to…*drumroll please*… FACEBOOK

Details: As stated in the press release, Facebook noted they are  “updating our company branding to be clearer that these products come from Facebook. We’re introducing a new corporate logo and further distinguishing the Facebook company from the Facebook app, which will keep its own branding.”

Impact: Aside from a couple of jokes and jabs, no perceived impact.

What: New brand safety controls for advertisers

Details: Facebook announced strides in a series of brand safety controls:

  • One-stop place in Business Manager or Ads Manager: Create blocklists, get a delivery report, and set account-level inventory filter rather than campaign by campaign
  • Improved delivery reports: Allows the advertiser to search by account ID or publisher without having to download a report.
  • New brand safety partner: Zefr joins DoubleVerify, Integral Ad Science and OpenSlate to help ensure the brand safety controls and tools added serve advertisers’ needs.
  • Dynamic Content Sets: Content-level whitelisting tool for advertisers working with Integral Ad Science, OpenSlate, and Zefr.
  • Publisher White Lists: Available for Audience Network and in-stream ads on Facebook with select advertisers. Expected to expand availability next year.

Impact: Facebook has been in the spotlight for much of 2019, and often times not for the best reasons. Improved brand safety controls are likely to win back a bit of advertiser confidence. In particular, Publisher White Lists could open up test budgets for those previously unable to operate on the Audience Network due to brand safety concerns.

Did we miss any major monthly updates? Not covering a certain platform close enough? Feel free to let me know on Twitter @Will_Larcom

Feature image from Tamera Clark

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