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Google Unveils New Ads Manager Tools For Video Ads

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Google Unveils New Ads Manager Tools For Video Ads

We all know how important it is to deliver the right message at the right time, to the right customer.

When Google introduced Video Ads, this was a way to reach users in a different way.

However, Google Ad Manager wasn’t built to provide such in-depth insights on a campaign type like video.

If you’ve ever had a difficult time gathering insights for video and programmatic ad performance, this update is for you.

Google Ad Manager announced a new array of tools to save you time, manage your video streams, and grow revenue from videos.

Programmatic Video Health Tools

The newest tool is aimed to help publishers better understand insights. When you log into your account, you’ll be met with highlighted opportunities that you may have previously missed.

More in-depth insights from the Programmatic Video Health tool can help you understand the performance of inventory at auctions compared to others.

A new video signals card will show an overview of how your specific video inventory is performing. The signals it reports on include:

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  • Viewability
  • App or web domain name
  • Audience information

In addition, these signals report the potential revenue impact from videos. The signals above will make it easier for you to place a value on your video inventory and identifying where certain metrics can improve.

Image credit: Blog.google.com, May 2022Google introduced a Programmatic video signals dashboard in Ad Manager.

The second tool added for programmatic and video is called the Video Ad Serving Template (VAST) errors insights card.

While this may sound daunting, we’ll simplify what this means and how you can use it to your advantage.

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The VAST errors card uses automation to easily show the amount of errors on your video inventory. It also shows what line items are causing errors.

The new Video Ad Serving Template (VAST) errors insights card.Image credit: Blog.google.com, May 2022The new Video Ad Serving Template (VAST) errors insights card.

Real-Time Video Reporting

Google improved historical ad serving data availability by 10x.

This massive improvement shortened the time it takes for you to access performance data to under 2 minutes.

It’s important to be able to review ad-level data to find or fix errors in seconds. Especially if your videos are seen by a large audience, time is money.

Lastly, the YouTube Ads Delivery Tool can test ad delivery in real-time on YouTube inventory.

You’re able to see data such as:

  • Ad requests
  • Key-values
  • Details for winning line items

These insights help you validate and fix any inventory issues quickly so you’re back in action in no time.

Why These Tools Matter

Before the video signals and VAST error cards were introduced, you likely spent a lot of time digging through video inventory.

With automated insights, you can cross a lot of manual tasks and report pulls off your list.

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On the VAST errors report, you can sort the line items of errors by highest impact on revenue.

Focus on high-impact areas of improvement for your video inventory to drive faster growth with these new tools.


Featured Image: rupadaratan/Shutterstock

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New Updates To Google Page Experience Scoring Revealed At SEODay

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New Updates To Google Page Experience Scoring Revealed At SEODay

In an online session at SEODay 2022, Google Search Advocate John Mueller spoke about the impact of page experience on search engine rankings and changes to how the search engine scores sites.

One of the changes revealed was that Google now bases desktop search results on a site’s desktop experience – and mobile search results on a site’s mobile experience.

He also discussed the three primary metrics the search engine uses in determining experience scores: largest contentful paint (LCP), first input delay (FID), and cumulative layout shift (CLS).

“This is not a tie-breaker,” Mueller said. “It won’t make or break your website in terms of search, but it is a factor that comes into play in regards to ranking between different results.”

Google has also added a new page experience metric, “interactivity to next page,” or INP.

Google initially announced INP at I/O 2022, and while Mueller was clear that it is not a direct rankings factor, he discussed INP  as something that may play a role in the future.

Search Console Insights Provides Easier Way To Track Search Rankings

Mueller spent the first part of his presentation discussing the benefits of Search Console Insights. Using Search Console data, alongside analytics, users can generate custom reports and get a different view of the data.

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He specifically mentioned using BigQuery and Data Studio as “a way of connecting different data sources together and creating really fancy reports.”

Google is also working on expanding its Search Console APIs, Mueller said, which will allow users to connect these APIs to code on their sites.

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Possible uses Mueller mentioned include monitoring top queries and checking to see if specific URLs are indexed.

Videos & Images Take On More Prominent Role In Search

At I/O earlier this year, Google previewed a set of video reports coming to Search Console: a response to a growing appetite for this type of media in search results.

“We see that people love videos and authentic images in search results, so we try to show them more,” Mueller said.

In this growing trend, he included web stories, a collection of pages that often have videos. To facilitate their use, Google now offers a WordPress plugin for creating them.

Authentic Product Reviews Factored Into Rankings

Ecommerce has been trending upward, with the global market expected to surpass $5.5 trillion this year. In its algorithm, Google includes what Mueller termed “authentic reviews” to accommodate digital shoppers better.

“People have high expectations of reviews they find online, so we’ve also worked specifically on updates to algorithms with regards to ranking these product reviews,” he said.

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Other Updates From Mueller

At SEODay, Mueller said Google has slightly changed its terminology, with the term “title links” now being used to refer only to the title of a search result.

The search engine giant has also added a new robots meta tag, “indexifembedded.”

Users can leverage the meta tag when embedding content on the main page and want to control the indexing of that embedded piece of content.

Mueller also said Google’s blog was the best source of information on any SEO-related topic.

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“With any kind of bigger update… it’s sometimes really tricky to tell folks what they should be looking at specifically,” he noted. “So we have a fairly comprehensive blog post .”


Featured Image: BestForBest/Shutterstock

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