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.
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.
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
Kenya labor court rules that Facebook can be sued
NAIROBI, Kenya (AP) — A judge in Kenya has ruled that Facebook’s parent company, Meta, can be sued in the East African country.
Meta tried to have the case dropped, arguing that Kenyan courts do not have jurisdiction over their operations, but the labor court judge dismissed that in a ruling on Monday.
A former Facebook moderator in Kenya, Daniel Motaung, is suing the company claiming poor working conditions.
Motaung said that while working as a moderator he was exposed to gruesome content such as rape, torture and beheadings that risked his and colleagues’ mental health.
He said Meta did not offer mental health support to employees, required unreasonably long working hours, and offered minimal pay. Motaung worked in Facebook’s African hub in Kenya’s capital, Nairobi, which is operated by Samasource Ltd.
Following the judge’s decision that Meta can be sued in Kenya, the next step in case will be considered by the court on Mar. 8.
Meta is facing a separate court case in which two Ethiopians say hate speech was allowed and even promoted on Facebook amid heated rhetoric over their country’s deadly Tigray conflict.
That lawsuit alleges that Meta hasn’t hired enough content moderators to adequately monitor posts, that it uses an algorithm that prioritizes hateful content, and that it responds more slowly to crises in Africa than elsewhere in the world.
The Associated Press and more than a dozen other media outlets last year reported that Facebook had failed to quickly and effectively moderate hate speech in several places around the world, including in Ethiopia. The reports were based on internal Facebook documents leaked by former employee and whistleblower Frances Haugen.
Mayor Woodards to Present 2023 State of the City Address
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This year’s theme is “Building Tomorrow Together.”
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