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December 2020 Updates to Paid Media Platforms



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

Google Ads

What: Google Ads Editor v1.5 has been released

Details: The new version of Editor provides a large list of product updates including filter adjustments, image extensions, updated statistic columns, detailed recommendations, ad strength review, and more.  

Impact: For advertisers using any of these features, functionality has improved.

Impact: For advertisers using any of these features, functionality has improved.

What: The campaign goal metric has shifted locations

Details:  The campaign goal metric is now found near your optimization score making it easier to understand how recommendations are prioritized.

Impact: Google’s Optimization Score provides a quick, automated second set of eyes to identify major gap areas. Connecting Campaign Goal to these recommendations makes them more likely to provide action ready insights. 

What: App campaigns for engagement now available globally

Details:  Although introduced more than a year ago, App campaigns for engagement are now available for all eligible advertisers. Apps must have an audience of at least 250,000 installs. Additionally, App Engagement campaigns must be set up under a separate account from the App Install campaigns.

Impact: Google’s rollout provides an avenue for apps to nurture their existing user base instead of focusing solely on new user acquisition on the platform.

What: Discovery ads can now use social assets

Details: Discovery ads now support 4:5 portrait aspect ratio layout.

Impact: Google continues to expand the use cases of Discovery Ads. Back in August, the trend was pushed forward by incorporation of lead form extensions.


What: Explanations expands to Target CPA campaigns on Search

Details: Explanations provide reasons for a shift in performance. These are now available for Search campaigns using Target CPA.

Impact: Google increases its offerings of automated insights to help advertisers. As always, these updates should be utilized as a spot-check/second set of eyes to supplement traditional campaign analysis and individual account context. 

What: View estimated sizes of similar audiences

Details: Previously Google only showed sizes of similar audiences when applying them to campaigns. Now such information is easily found in the Audience Manager.

Impact: Advertisers looking to monitor or bid via Similar Audience have streamlined access to relevant information such as expected reach.

Microsoft Advertising (Bing)

What: Data retention increase on UET

Details: Universal tracking data can now be retained for 390 days (13 months) which is an increase from 180 days. 

Impact: For many advertisers, being able to remarket to a segment that goes back >1 year is valuable ( ex ] sports retailer selling to returning customers at the start of each new season). The increase in data retention provides long term flexibility for these audiences. 

What: Share of Voice now available for the Microsoft Audience Network

Details: Share of voice data reporting is now available for Microsoft Audience Network.

Impact: Previously advertisers lacked share of voice data when viewing Microsoft Audience Network. The expansion of this key performance indicators helps inform account strategy in regards to auction competition and strength of bids.


What: Reporting and budgeting updates for search campaigns

Details: The platform has added custom columns to create individualized reporting metrics. Additionally, Microsoft has refined the notification experience for high certain scenarios such as campaigns running out of budget or an expiring insertion order. 

Impact: Most accounts are likely accustomed to Custom Columns already within Google Ads. Advertisers will be excited to see Microsoft follow that lead yielding additional reporting flexibility within the interface.

General Note

If you missed last month’s update, turn to November 2020 Updates to Paid Media Platforms for all of the latest info. 

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


“Measuring is easy”, said no one ever



Cross-Channel Engagement Benchmarks for 2022

Source: Booster Box elaboration

Understanding the role that each touchpoint plays in a conversion is crucial for budgeting, allowing devotion of funds to the most effective touchpoints while diverting funds away from ineffective channels. 

Multi-touch attribution models have been proven ineffective for two reasons: 

  • the platforms are sealed off from each other in terms of attribution;
  • the models are not good at tracking the real-life, messy-middle, customer journey and thus provide unreliable feedback. 

At Booster Box we have built MMMMachine – Marketing Mix Modeling Tester, a terrific weapon to combat this, accurately measuring the value of different marketing efforts.

The cookieless wasteland

Source: Vyshnavi Bisani, Unsplash

The advertising world must face the change that the cookie apocalypse is bringing. As of now, almost half of open web users’ actions are untraceable on Firefox and Safari. This number is bound to increase with the upcoming loss of third-party cookies. 

Faced with this situation, it is essential to safeguard the performance of marketing campaigns and limit any disruption to tracking and revenue. Unveiling the real path to conversion through Marketing Mix Modeling (a.k.a MMM) is a viable, ready-to-use solution in a landscape of new privacy norms.

Understanding incremental value


Source: Booster Box Photoshoot

Ad budgets don’t grow on trees or fall from the sky. Therefore, investing in ads where customers would have converted anyway, and/or investing in non-converting campaigns is a huge mistake and waste of resources.

Marketing teams who are keen to allocate capital efficiently are always at the frontline in the battle to understand incremental value, cross-channel impacts and marginal returns.They make data-driven ad spend decisions accordingly. 


Not a pipe dream

A marketing team’s main ambition is to be able to forecast the likely outcomes when deploying a specific set of tactics, thus reducing any deadweight loss by reallocating inefficient spend to the most effective touchpoints. This can be achieved: with a lot of science, data analysis and modeling- three areas Booster Box excels in.  

Come and see me present on this topic in more detail at Hero Conf London.



The post “Measuring is easy”, said no one ever first appeared on PPC Hero.

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