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Google Adds Quick Insights on Ad Performance and ‘Keyword Themes’ for Ad Targeting

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Google’s looking to enhance its simplified Smart Campaigns offering by adding a new way to quickly check on your Google Ads performance, and a new listing of keywords to target, based on your products and services.

First off is the new ad check – Google’s made it easier to check your ad performance in the mobile app, with a simple search on Google itself.

Google ads performance

As you can see here, search for ‘Google ads’ or ‘My Ads’ and Google will provide you with a basic overview of how your campaigns are going, while you’ll also be able to see how your ads look to others.

As per Google:

“If you want an efficient way of checking your ad status, this feature is for you. We’ve made our reporting features more accessible – with a quick search, you can instantly see the status of your ads, how they’re performing, and how your ads look to potential customers.” 

The option is being made available to all Smart Campaign advertisers in the coming weeks. 

In addition to this, Google’s also rolling out a new ‘Keyword Themes’ listing, which will highlight relevant search queries to target based on your business.

Google keyword suggestions

“With keyword themes (formerly “products and services”), you tell us what your business offers and we’ll show your ad to potential customers searching for related phrases. This means your ads reach more of the right people and you can save time in the process.”

Advertisers will also be able to modify or remove keyword themes from the list, helping to target your ads. The new option will again be available within Smart Campaigns in the coming weeks. 

Google has announced a range of tools and additions to help businesses as they transition online in order to mitigate the impacts of the COVID-19 shutdowns. Smart Campaigns is one of Google’s key offerings on this front, with simplified tools to help more businesses boost their online exposure faster.

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Smart Campaigns are less targeted than more in-depth Google ad approaches, but they can be a good way to ensure you’re reaching the right people with your offers, and a good starting point for those looking to learn the process.

Socialmediatoday.com

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Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

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Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

As we head into the holiday shopping push, Instagram has announced that it’s testing out some new ad options, in the hopes of maximizing its revenue intake, while also providing new opportunities for brands.

Though I can’t imagine that these will be entirely popular additions with users.

First off, Instagram’s adding new ads into Explore, with the first page of Explore now set to feature a new ad unit in the content feed.

As you can see in this example, that’s a pretty big ad. Instagram hasn’t clarified if all of these new Explore ads will be featured as prominently as this, but the option will provide another means to reach IG users ‘in the earliest stages of discovering new content they care about’.

It could be a good consideration, with a chance to get your products featured in the main discovery feed in the app.

Instagram’s also testing ads in profile feed – ‘which is the feed experience that people can scroll through after visiting another account’s profile and tapping on a post’.

So now, if you check out someone’s profile, and tap on a post, you’ll also be eligible to be served ads in that dedicated stream of their content, essentially inserting ads into another surface in the app.

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Instagram’s also looking into whether this option could also be used as a monetization opportunity for creators, as that activity will be tied back to an individual profile and content.

Instagram’s also testing what it’s calling ‘Multi-Advertiser Ads’, which will display more promotions from similar businesses to users after they’ve engaged with an ad.

Instagram ad updates

As per Instagram:

“When a person expresses commercial intent by engaging with an ad, we deliver more ads from other businesses that may be of interest, powered by machine learning.”

So Instagram’s looking to push even more related businesses at you, stacking ads upon ads. I don’t know how effective that will be, but in theory, it could get your brand in front of interested users based on previous ad engagement.

Finally, Instagram’s also launched an open beta of its AR Ads, which will be available in both feed and Stories in the app.

Instagram ads update

As you can see here, Instagram’s AR ads, built in its Spark AR platform, will invite users to interact with their ad content, which could also include positioning virtual furniture in their home, or test driving a car in the app.

Which Meta also says will help brands align with future engagement shifts:

“By giving businesses tools to create more personalized and immersive experiences today we’ll help them drive performance and prepare for the metaverse.”

I mean, AR and the metaverse, which is largely VR-based (going on the examples we’ve seen thus far) are not the same thing, but the creation of 3D objects will play a part in that next stage, and could help to advance your thinking on ad approaches.

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These are some interesting ad considerations, but they’ll also see a lot more promotions being squeezed into your Instagram feeds, which, as noted, likely won’t be welcomed by users.

But with parent company Meta under rising pressure, Instagram has to do its part. And while leaning into further Reels, and forcing in more ads, may not be a great play, long-term, the usage and engagement data will ultimately tell the tale.



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