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March Updates to Paid Advertising Platforms

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What: Reacting to COVID-19

Resources: Prior to getting into platform-specific updates, it’s essential to address COVID-19 and its impacts on the industry. The resources below were compiled from a recent Hanapin/Brainlabs email blast, and are an excellent source of industry trends, strategic recommendations, grant opportunities, and more.

Google Ads

What: Google improves the appeal process of disapproved or limited ads

Details: A new feature within the interface will allow advertisers to resubmit an ad immediately after fixing the policy infraction. To evoke the review, simply hover over a disapproved or limited ad and click the “Appeal” link if applicable.

Impact: Unexpected ad disapprovals are a common source of stress for advertisers. The streamlined process likely will help alleviate that concern and lead to less unplanned “downtime”. It should be noted that in the short term, Google is expecting longer than usual reviews. The COVID-19 situation has impacted office staffing, and therefore the appeal process.

What:  Report Editor can operate with an expanded number of accounts

Details: Report Editor, located under the Reports Tab in the drop-down navigation, has expanded capacity from 10 to 200 accounts.

Impact: Multi-brand enterprises and agencies gain the potential to run simultaneous analysis on a larger set of accounts.

What:  Google delays deadline to adopt parallel tracking for video due to COVID-19 situation

Details: The deadline to switch to parallel tracking for video campaigns is now June 15th.

Impact: Parallel tracking creates a quicker page load for advertisers using third-party click tracking. Video represents the last campaign type to transition to this setup.

What: Google Ads updates attribution reporting

Details: The update significantly streamlines reporting in addition to changing the name from Search Attribution to simply Attribution. Many reports will be overhauled to ease the digestion of information, while familiar information such as Top Paths, Assisted Conversions, and Model Comparison reports will be included.

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Impact: For the time being, you can still return to the previous reports. Moving forward, Google continues to focus on data and analytics that follow the full user journey, not simply last click.

What: Intro testing and Asset reporting come to App campaigns

Details: To help developers gain beta testers for their app, Google is launching open testing ads in Google App Campaigns. Additionally, Google is expanding the columns/metrics available to advertisers for assessing creative performance within its App campaigns.

Impact: Open testing ads will allow new apps to test for stability, retention, monetization, and effectiveness of ad creatives prior to full-scale launch. App campaign asset reporting improves the transparency of creative performance in Google App Campaigns, a campaign type considered somewhat of a “black box” when it comes to optimization.

What: Google Ads App now shares Optimization Score details

Details: Within the Google  Ads mobile app, advertisers are now able to see Google Optimization Scores details and notifications.

Impact: Google is promoting OptiScore aggressively as a means of ensuring best practices are maximized across its platform. This update, in addition to the Google Partners program requiring a specific agency-wide OptiScore, demonstrates the priority Google has placed on this metric.

Reddit Advertising

What: Introducing Trending Takeover Offering for Advertisers

Details: The new ad unit shows in the “Trending Today” section of Reddit. Current purchase options are limited to direct buy that can be executed by contacting Reddit Advertising.

Impact: Although Reddit’s ad offerings and audience appeal remain somewhat niche, this provides further evidence of an expanding approach on the platform.

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

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GOOGLE

Google Home App Gets an Overhaul, Rolling Out Soon

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Google Home app

Google refreshes its Home app with a slew of new features after launching a new Nest gear. This makes it faster and easier to pair smart devices with Matter, adds customization and personalization options, an enhanced Nest camera experience, and better intercommunication between devices.

This revamped Home app utilizes Google’s Matter smart home standard – launching later this year – especially the Fast Pair functionality. On an Android phone, it will instantly recognize a Matter device and allow you to easily set it up, bypassing the current procedure that is often slow and difficult. Google is also updating its Nest speakers, displays, and routers – to control Matter devices better.

Google Home App New Features

  • Spaces: This feature allows you to control multiple devices in different rooms. Google has listed a few things by room: kitchen, bedroom, living room, etc., although it’s pretty limited right now. Spaces let you organize devices how you see fit. For instance, you can set up a baby monitor in one room and set a different room’s camera to focus on an area the baby often plays. With Spaces, you can categorize these two devices into one Space category called ‘Baby.’

Google Home app Spaces

  • Favorites: This one is pretty self-explanatory. It allows you to make certain gears as a favorite that you frequently use. Doing so will bring those devices into the limelight within the Google Home app for easier access. 

Google Home app

  • Media: Google adds a new media widget at the bottom of your Home feed. This will automatically determine what media is playing in your home and provide you with the appropriate controls as and when needed. There will be song controls if you listen to music on your speakers. There will be television remote controls if you’re watching TV. 

Google probably won’t roll out this Home app makeover anytime soon. But you can try it for yourself in the coming week by enrolling in the public preview, available in select areas.

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