SEO
Google Rolls Out Ad Frequency Targeting For YouTube Campaigns
With the rollout of target frequency, Google is giving advertisers more control over the number of times people see their ads on YouTube.
Previously, controlling ad frequency on YouTube was only possible when running connected TV campaigns in Google Display & Video 360.
Now, the target frequency capability is globally available for all advertisers running YouTube campaigns.
In a blog post, Google explains how target frequency can help advertisers reach their goals without annoying viewers with too many ads:
“This will help advertisers optimize towards more precise reach and frequency, while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.”
Increase Ad Frequency Without Disrupting ROI
There’s always a risk of diminishing returns when repeatedly showing people the same ad.
Eventually, you’ll reach a point where viewers tune out, and the added impressions drive fewer sales.
Google acknowledges that seeing the same ad is frustrating for viewers and wasteful for advertisers.
A Google-commissioned study finds that TV advertisers’ ROI decreases by 41% when the frequency exceeds 6+ weekly impressions, representing 46% of TV impressions served.
That’s nearly half of impressions wasted, Google says:
“Almost half of the linear TV impressions in our study were considered waste but the same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI.
This is a huge opportunity for marketers to maximize their impact across the same set of people they are already reaching today.”
With target frequency, Google aims to help advertisers increase impressions without negatively impacting ROI.
Advertisers can select the frequency target, and Google will optimize toward maximum unique reach at the frequency goal.
In testing, Google says over 95% of target frequency campaigns on YouTube achieved their frequency goals when set up following recommended best practices.
Availability
Target frequency is available worldwide to all Google Ads advertisers.
To start using a frequency-optimized campaign, create a new video reach campaign with the goal set to target frequency, and then select the desired weekly frequency.
Source: Google
Featured Image: Tada Images/Shutterstock
SEO
Executive Director Of WordPress Resigns
Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.
She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as positive economic force as well as the importance of strong opinions that are “loosely held.”
She wrote:
“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.
…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”
Turmoil At WordPress
The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.
Resignation News Was Leaked
The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.
He posted:
“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.
She’s working on a statement for the community. She’s in good spirits despite the turmoil.”
Screenshot Of Deleted Tweet
Josepha tweeted the following response the next day:
“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”
Rocky Period For WordPress
While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work there.
Read the official announcement:
Featured Image by Shutterstock/Wirestock Creators
SEO
8% Of Automattic Employees Choose To Resign
WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.
Reactions Of Automattic Employees
Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.
One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.
He shared:
“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.
I’m going to spend the next month taking a break, getting married, and visiting family in Australia.
I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”
Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.
She tweeted:
“Today was my last day at Automattic.
I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”
Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.
Mullenweg himself was bittersweet to see those employees go, writing in a blog post:
“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.
However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”
Read the entire announcement on Mullenweg’s blog:
Featured Image by Shutterstock/sdx15
SEO
YouTube Extends Shorts To 3 Minutes, Adds New Features
YouTube expands Shorts to 3 minutes, adds templates, AI tools, and the option to show fewer Shorts on the homepage.
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- New features include templates, enhanced remixing, and AI-generated video backgrounds.
- YouTube is adding a Shorts trends page and comment previews.
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