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Google Adds New Elements to its Performance Max Campaigns

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Google Adds New Elements to its Performance Max Campaigns


Google has announced some new updates for its Performance Max campaigns, including new insights and manual checking options, a new customer acquisition goal, and improvements for existing Smart Shopping and Local campaigns.

Performance Max is primarily designed to drive conversion, with Google’s automated system working to optimize ad performance in real-time, and across channels, using Smart Bidding. The process essentially enables Google’s automated bidding, budget optimization, audiences and creative elements to work together to optimize for the best results in your campaigns, reducing manual workload in focusing your ad performance.

As part of its latest update, Google’s launching a new Insights element for Performance Max, which will provide more info on the specific elements being factored into your campaign, and the levers that you can use to improve your results

Google’s adding two new elements here – first off, there’s ‘asset insights’, which will provide data on how your text, image and video assets are resonating with specific customer segments.

“For example, if you’re an outdoor retailer running a campaign for bikes, you may find that exercise enthusiasts engage more with images of people mountain biking, rather than product images of the bike itself. Using these insights, you can tailor your creative and influence your broader marketing strategy.”

Consumer interest insights, meanwhile, will uncover the top search query themes that are relevant to your campaigns.

Google Performance Max insights

In addition to this, Google’s also adding a new customer acquisition goal in Performance Max, designed to optimize for leads and sales.

“This was previously available for retailers using Smart Shopping campaigns and is now expanding to more advertiser goals in Performance Max. This goal will allow you to either bid more for new customers compared to existing customers, or focus your optimizations on new customers only while maintaining your cost efficiency.”

Advertisers will also be able to use their own Customer Match lists to maximize the performance of their campaigns.

Finally, Google’s also now alerting relevant ad accounts when they can upgrade to Performance Max campaigns in the Ad Manager app.

Google Performance Max prompt

As you can see here, advertisers running Smart Shopping and Local campaigns will soon be prompted to upgrade to Performance Max, which will provide additional access placements and formats across YouTube, Search text ads and Discover.

Over the coming weeks, you’ll see a notification in your Google Ads account when the “one-click” upgrade tool is ready for your Smart Shopping campaigns. You’ll also be able to access the tool from the Recommendations page and the Campaigns page. You can start upgrading your Local campaigns in June.”

Google’s main aim is to have all of these options in place for advertisers so they can test and plan ahead of the holiday period, and it could be a valuable consideration for brands looking for ways to maximize their Google Ads campaigns based on its ever-improving automation tools.

But it will take testing, so it’s good to see Google looking to push the launch of these new tools well ahead of the end of year push.

They could be worth exploring – you can check out a video tutorial on Performance Max, along with a best practices guide to help set up your campaigns.



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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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Twitter Tests Expanded Emoji Reaction Options in DMs

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Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  



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Tarte Influencer Marketing Criticized 01/31/2023

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Tarte Influencer Marketing Criticized 01/31/2023

With consumers obsessed over the price of a dozen eggs, could conspicuous consumption-driven influencer marketing falling out of favor? That is the question brands might be considering after the
backlash that cosmetics brand Tarte is receiving after a sponsored trip to Dubai. “Influencers were called out for appearing not …

Read the whole story at Marketing Brew »



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