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Google Adds More Options to Manage Ad Assets and Extensions

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Google Adds More Options to Manage Ad Assets and Extensions

Google has announced some new updates to Ads Manager that will better enable advertisers to take a broader view of their ad assets and campaigns, and may help to highlight new opportunities, based on new creative combinations, targeting tools, CTAs and more.

First off, Google’s now referring to ‘ad extensions’ – like sitelinks, callouts and additional images – as ‘ad assets’, which aligns the broader scope of Google’s new approach to your various add-on elements.

And with the shift to these being viewed as additional assets, Google’s looking to make it easier to manage them as well, by providing a broader overview of the assets that you can include within your campaigns.

As you can see here, sitelinks, for example, are now more natively integrated into the ad creation process, as opposed to extensions being added in a separate step.

As per Google:

“As you create assets and apply them to your campaign, the preview tool will automatically update so you can see them in the context of your ad. In addition, Google Ads will now recommend assets based on your chosen campaign goal. For example, if you’ve selected “Leads” as your campaign objective, we’ll automatically recommend that you add a lead form asset.”

So, essentially, Google will now provide more assistance in adding assets, as opposed to you having to manually gauge what’s best in each process.

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Google’s also added a new ‘Ads & assets’ menu, where it will display stats for all of the assets across your account, providing more context on which elements to include.

Google ad assets

“You’ll see headlines and descriptions in the “Asset” table view, while the “Association” table view will show assets like images and prices. As you review associations, you’ll be able to see how your creative assets perform at the account, campaign and ad group levels.”

There’s also a new ‘Combinations’ report, which will display sitelinks, callouts, and images alongside your headlines and descriptions, making it easier to review your ad approaches from a higher viewpoint.

Google Ad Combinations

In combination, the new reporting tools will provide much more oversight of your Google campaigns, and their related elements, which could help to uncover new opportunities and options to optimize your results.

Google says that unified reporting in the ‘Assets’ page will roll out over the coming weeks for all campaign types that previously supported ad extensions, while the updated combinations report will roll out ‘in the next few months’.

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Instagram Confirms that Videos Under 60 Seconds in Stories will No Longer Be Split into Segments

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Instagram Confirms that Videos Under 60 Seconds in Stories will No Longer Be Split into Segments

Instagram continues its gradual process of merging its video products into one, with the announcement that videos in Stories that are under 60 seconds in length will no longer be split into 15-second segments in the app.

As you can see in this in-app alert, posted by social media expert Matt Navarra, when you update your IG app, you’ll get a notification letting you know that your videos in Stories will no longer be cut up, making it a more seamless viewing experience.

Instagram’s been testing the update with selected users over the past year, as part of its broader process to integrate its video options, in line with the short-form video shift and general engagement trends.

Last October, Instagram retired its IGTV brand, as it combined IGTV and feed videos into one format, while in July, Instagram announced that all uploaded video under 15 minutes in length would be posted as Reels, further aligning its various video formats.

Instagram Reels update

The merging of its video options is aimed at simplifying the app, while it will also, ideally, help Instagram maximize user engagement, by making all of its video content, in all formats, available in more places where users are interacting.

By shifting its video content to a more aligned format, that’ll give IG more video inventory to insert into user feeds, which it’s increasingly looking to do via AI-defined recommendations, as it follows TikTok’s lead in making your main feed more focused on entertainment, as opposed to being restricted to only the latest posts from people and profiles that you follow.

Meta CEO Mark Zuckerberg recently noted that just over 15% of the content in Instagram feeds now comes from people, groups, or accounts that users don’t follow, with its AI recommendations contributing more and more to the user experience. Zuckerberg noted that he expects to see that amount more than double by the end of next year.

Instagram’s been working towards this for some time, with Instagram chief Adam Mosseri noting back in January that: 

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We’re looking about how we can – not just with IGTV, but across all of Instagram – simplify and consolidate ideas, because last year we placed a lot of new bets. I think this year we have to go back to our focus on simplicity and craft.”

The merging of its video formats will ideally facilitate more opportunities in this respect, while also making it much easier for users to understand where to find each different type of content – or increasingly, to not have to go searching for it at all, as it’ll be fed directly into your main feed, whether you follow the creator or not.

Which, of course, is a process that not all users are entirely happy with as yet, but still, Meta remains confident that they’ll come around as its recommendations algorithms continue to develop.

Instagram has confirmed the new Stories video expansion to TechCrunch, explaining that:

“We are always working on ways to improve the Stories experience. Now, you’ll be able to play and create Stories continuously for up to 60 seconds, instead of being automatically cut into 15-second clips.”

That’ll also make it easier to skip through those longer videos that you’re not interested in (as you’ll only have to skip once, as opposed to tapping through each individual frame) – though it may also have implications for creators who’ve structured sponsored content deals based on frame counts, as opposed to Story length.

That’s a relatively easy fix, longer term, with the focus shifting to length instead. But it may add some complications to the process in the immediate future, as the Stories eco-system evolves in line with the new process.

Instagram says that the new, longer video Stories are being rolled out to all users.

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