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Programmatisk guide: Google Campaign Manager

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Reklam in a new platform can be intimidating. Knowing where to start, what steps to complete, and how to complete each step can often stop advertisers from trying new platforms. This guide will walk you through the step-by-step process of creating campaigns in Google Campaign Manager (GCM).

Defining Programmatic Reklam

Before we walk through the step-by-step guide, let’s first define programmatic reklam-.

Forbes defines programmatic reklam- as, “The automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding. Programmatic describes how online campaigns are booked, flighted, analyzed, and optimized via demand-side software (DSP) interfaces and algorithms.”

You might be asking, is there a simpler definition?

Yes. Simply put, computers use algorithms to buy digital ad space.

So how does GCM (formally know as DoubleClick Campaign Manager) work within the world of programmatic reklam-? GCM is a third-party ad server where advertisers traffic and monitor online media buys, regardless of their placement. Check out this resource to identify whether or not programmatic advertising makes sense for your digital marketing strategy.

In this blog, we will walk through the process of how to upload creatives, create placements, assign creatives to placements, and complete campaign setup.

Step 1: Creating a new campaign

To create a new campaign, click the green “new” button. Unlike Google Ads or Bing, GCM doesn’t allow users to copy and edit existing campaigns.

Next, you will need to fill out all required fields. The only field that is not completely self-explanatory is “Landing pages”:

  1. If you already have a default landing page, simply select from the drop-down.
  2. If you do not have a preset landing page, or need to create a new landing page, click “New” and fill in the required URL information.
  3. The default landing page is primarily for default ads. You will have the option (suggested in step six) to make a more specific landing page during the set-up process.

Step 2: Upload Creatives

Now that you have created your campaign, the first step is uploading creatives. To upload, select “Batch Upload.”

GCM automatically assigns uploaded creatives to the corresponding default ads. If you are uploading multiple creatives that are the same size, you will need to select a default image (see below example).

Here is a list of suggested creative sizes if you need help getting started. Best practice is to include at least 5 different sizes.

Step 3: Create Placements

The next step is creating placements for each creative. See the below link for an explanation of how placements work in tandem with Display & Video 360 (formally know as DoubleClick Bid Manager).

Notera: If you have uploaded multiple creatives of the same size, you only need to create ONE placement for the corresponding creative size. Google explains it this way: “In Campaign Manager, a placement may contain multiple ads, and each ad in the placement may be associated with multiple creatives (all hosted in Campaign Manager). Thus, it’s common for a placement to be associated with multiple creatives.”

  1. Select “Placement” from the “New” dropdown
  2. Select the site for your placement: select the publisher/DSP/placement where the ad is expected to serve.
  3. Name your placement: to simplify the process of assigning creatives to placements, include image size in the naming convention.

Notera: If you do not select the right image size in your placement (right = same size as the creatives uploaded), you will not be able to assign your creatives. When you create a placement, it will automatically be assigned to the default ad. If you see your placement is not assigned, you have incorrectly created your placement. See below example.

Step 4: Assign creatives to placements

After you have finished creating a placement for each image size, navigate to the “Creatives” view. To assign the creative, simply click on the yellow button under “Assignments”.

Once you select and confirm the placement, your creative should be assigned to BOTH the default ad and the created placement.

Step 5: Enable Default Ads

After you have assigned all creatives, navigate to the “Ads” view. You will find that placements are active, but default ads are inactive. To enable the default ads, check the box on the left and change the status to “Active”.

Step 6 [Optional]: Edit landing page

If the landing page for your ads needs to be different than the default landing page for the account, navigate to the “Ads and creatives” view. You will then select all ads and creatives, click “Edit multiple”, and enter the URL in the “custom landing page” box.

Step 7 [Optional]: Exporting Tags

If you are using a DSP that is not DV 360, or serving ads on Hulu, or a direct buy that you have negotiated with a publisher, you will need to export ad serving tags to pass through so that publisher can:

  1. Serve the ads without having to manage creative assets.
  2. Be able to accurately track impression and ad serving metrics, independently of the publishers reporting.

Final Check

To preview your landing page, and to ensure your creatives are working properly, click the preview button next to one of the creatives (under the “Ads and creatives” view).

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Post updated by Andrew Harder (prior post date: 06/27/18)

PPChero.com

GOOGLE

Google ska betala $391,5 miljoner för uppgörelse över platsspårning, säger statliga AG:er

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Google to pay $391.5 million settlement over location tracking, state AGs say

Google has agreed to pay a $391.5 million settlement to 40 states to resolve accusations that it tracked people’s locations in violation of state laws, including snooping on consumers’ whereabouts even after they told the tech behemoth to bug off.

Louisiana Attorney General Jeff Landry said it is time for Big Tech to recognize state laws that limit data collection efforts.

“I have been ringing the alarm bell on big tech for years, and this is why,” Mr. Landry, a Republican, said in a statement Monday. “Citizens must be able to make informed decisions about what information they release to big tech.”

The attorneys general said the investigation resulted in the largest-ever multistate privacy settlement. Connecticut Attorney General William Tong, a Democrat, said Google’s penalty is a “historic win for consumers.”

“Location data is among the most sensitive and valuable personal information Google collects, and there are so many reasons why a consumer may opt out of tracking,” Mr. Tong said. “Our investigation found that Google continued to collect this personal information even after consumers told them not to. That is an unacceptable invasion of consumer privacy, and a violation of state law.”

Location tracking can help tech companies sell digital ads to marketers looking to connect with consumers within their vicinity. It’s another tool in a data-gathering toolkit that generates more than $200 billion in annual ad revenue for Google, accounting for most of the profits pouring into the coffers of its corporate parent, Alphabet, which has a market value of $1.2 trillion.

The settlement is part of a series of legal challenges to Big Tech in the U.S. and around the world, which include consumer protection and antitrust lawsuits.

Though Google, based in Mountain View, California, said it fixed the problems several years ago, the company’s critics remained skeptical. State attorneys general who also have tussled with Google have questioned whether the tech company will follow through on its commitments.

The states aren’t dialing back their scrutiny of Google’s empire.

Last month, Texas Attorney General Ken Paxton said he was filing a lawsuit over reports that Google unlawfully collected millions of Texans’ biometric data such as “voiceprints and records of face geometry.”

The states began investigating Google’s location tracking after The Associated Press reported in 2018 that Android devices and iPhones were storing location data despite the activation of privacy settings intended to prevent the company from following along.

Arizona Attorney General Mark Brnovich went after the company in May 2020. The state’s lawsuit charged that the company had defrauded its users by misleading them into believing they could keep their whereabouts private by turning off location tracking in the settings of their software.

Arizona settled its case with Google for $85 million last month. By then, attorneys general in several other states and the District of Columbia had pounced with their own lawsuits seeking to hold Google accountable.

Along with the hefty penalty, the state attorneys general said, Google must not hide key information about location tracking, must give users detailed information about the types of location tracking information Google collects, and must show additional information to people when users turn location-related account settings to “off.”

States will receive differing sums from the settlement. Mr. Landry’s office said Louisiana would receive more than $12.7 million, and Mr. Tong’s office said Connecticut would collect more than $6.5 million.

The financial penalty will not cripple Google’s business. The company raked in $69 billion in revenue for the third quarter of 2022, according to reports, yielding about $13.9 billion in profit.

Google downplayed its location-tracking tools Monday and said it changed the products at issue long ago.

“Consistent with improvements we’ve made in recent years, we have settled this investigation which was based on outdated product policies that we changed years ago,” Google spokesman Jose Castaneda said in a statement.

Google product managers Marlo McGriff and David Monsees defended their company’s Search and Maps products’ usage of location information.

“Location information lets us offer you a more helpful experience when you use our products,” the two men wrote on Google’s blog. “From Google Maps’ driving directions that show you how to avoid traffic to Google Search surfacing local restaurants and letting you know how busy they are, location information helps connect experiences across Google to what’s most relevant and useful.”

The blog post touted transparency tools and auto-delete controls that Google has developed in recent years and said the private browsing Incognito mode prevents Google Maps from saving an account’s search history.

Mr. McGriff and Mr. Monsees said Google would make changes to its products as part of the settlement. The changes include simplifying the process for deleting location data, updating the method to set up an account and revamping information hubs.

“We’ll provide a new control that allows users to easily turn off their Location History and Web & App Activity settings and delete their past data in one simple flow,” Mr. McGriff and Mr. Monsees wrote. “We’ll also continue deleting Location History data for users who have not recently contributed new Location History data to their account.”

• This article is based in part on wire service reports.

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