Tag Archive for: marketing news

Automated Insights Coming To Google Ads

New information from Google and Search Engine Land revealed today brand new products and features to be implemented in Google Ads. These new updates include automated insights, Performance Max campaigns, releasing Video Action out of beta and more. These are just a further indication of progress and new machine learnings by Google.

Insights Page in Google Ads

Building on the Rising Retail Categories, a tool that was released in May which surfaces fast-growing product searches, Google is introducing a new Insights page.

Google Ads UI will pull data from Rising Retail Categories as well as Google Trends data that is completely customized for each Ads account. In this new tool meant to highlight important insights driving business, advertisers will see searches that are currently trending in their respective industry. They will also have access to auction insights as well as interest predictions tailored to their account.

Insights will first be rolled out in beta, coming to the U.S. and UK initially in the fourth-quarter of this year.

Automated Performance Max Campaigns

Say hello to Google’s newest automated campaign type! Different from the other options of automated campaigns, Performance Max will run across all company inventory.

Performance Max will be eligible to run on Display Network, YouTube, Gmail, Discover, Search, and more. This was created in an effort to compliment the standard Google Search campaigns since they aren’t keyword-based or served via dynamic search ads.

Search Engine Land describes the campaign type, “the idea is to set up one campaign to reach across all non-Search inventory rather than create specialized ads for specific channels.”

This will be available to advertisers in the beta period starting next year, 2021.

Video Action Campaigns

Automated Video Action campaigns and direct-response for TV are performance-focused campaigns that will run on YouTube and Google video partners. Google plans to release this update to all advertisers in the coming weeks.

Jerry Dischler, vice president and GM of Ads at Google, disclosed that they are seeing progress with early direct-response tests. Video action campaigns also show on television screen inventory.

The full update can be found on Search Engine Land.

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Google Ad Policy Updates For Housing, Employment, Credit Ads

Google Ad policy has an interesting new update that ties in with current world events. Google is updating its advertising policies around housing, employment and credit opportunities, the company announced Thursday. The update is planned to roll out in U.S. and Canada this year. The old policy allowed you to include demographic and zip code in your target audience. This audience was used frequently in housing, employment, and credit ads.

The new policy is:

Employment, housing and credit advertisers will no longer be permitted to target or exclude their ads being from being shown based on demographics — gender, age, parental status, marital status — or zip code.

This adds on to existing policies that prohibit targeting based on race, religion, ethnicity, sexual orientation, national origin or disability.

 

When is it coming?

U.S. and Canada will be the first to see the roll-out of the new Google Ad policy. Google says this change is coming “as soon as possible” and before the end of 2020 at the latest. Advertisers that are or will be affected by this change will be notified of the update and of the potential impact on their campaigns in the next weeks.

Why is it significant?

This Google Ad policy comes during a very critical time. With a backdrop of a coronavirus-induced recession that is disproportionately affecting minority communities, this change calls for action to address systemic racism by the Black Lives Matter movement. Google says it has “been working with the U.S. Department of Housing and Urban Development (HUD) on these changes for some time.” Facebook updated their ad policy  prohibit age, gender and zip code targeting for housing, employment and credit ads more than a year ago in March 2019.

Companies and CEOs around the country are denouncing racism and violence due to the Black Lives Matter movement. Since May 25th, the day of George Floyd’s death, Black Lives Matter (BLM) protests have swept a majority of the country and grown into an international movement against racism and police violence.

Read more about how silence is not an option for brands on the BLM movement, especially B2C business here.

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Google To Provide Free Shopping Listings

Google Shopping is responding to the coronavirus crisis by taking steps to make it easier for more merchants to sell via the platform free-of-charge. The Google Shopping tab results “will consist primarily of free product listings” starting next week, the company announced Tuesday.

This major shift, after 8 years of Google’s shopping results platform, comes after many brick and mortar retailers have had to close their doors due to the coronavirus pandemic. E-commerce has inevitably boomed, and everyone is quickly catching up to speed on how to best service store owners. This change, while COVID-19 was the motivation, was a planned initiative and will be permanent. Free shopping listings fits into the longer-term vision for the company’s role in digital commerce.

Bill Ready said in a blog post that he expects the change to take effect in the U.S. by the end of April, with the aim of expanding it worldwide by year-end. Ready clarified the win-win of the shopping listings free-of-charge: Retailers gain free exposure to millions of people who search via Google Shopping every day, while shoppers discover more products from more stories. While Google is packaging the change as a gesture to help retailers during an economic crisis, there’s no doubt Google is also seizing the strategic opportunity to expand its role in e-commerce in the midst of this worldwide uncertainty.

Millions of people are stuck at home with almost no options for shopping in brick and mortar stores. Online and e-commerce has and will continue to see a huge rise. So what does this mean for retailers and advertisers?

“For retailers, this change means free exposure to millions of people who come to Google every day for their shopping needs. For shoppers, it means more products from more stores, discoverable through the Google Shopping tab. For advertisers, this means paid campaigns can now be augmented with free listings.”

Why does this matter? This is actually where Google first began, then named Froogle. It became an entirely paid platform in 2012, and in those 8 years 2 things have drastically changed the e-commerce game: data quality and Amazon. Google’s ability to ensure that the information in a product feed matches the data on the site has advanced significantly since this time. In addition to limiting the products available on Google shopping results to retailers willing to pay, their search power was at a major disadvantage.

Another exciting development to the platform is a recent partnership with PayPal. Merchants using PayPal will be able to link those accounts to Google Merchant Center, which will allow Google to pull in seller details faster and to verify trusted merchants. Google also partners with e-commerce platforms, including Shopify, WooCommerce and BigCommerce to make it easier for merchants to manage inventory and products.

As Ready concluded, “Solutions during this crisis will not be fast or easy, but we hope to provide a measure of relief for businesses and lay the groundwork for a healthier retail ecosystem in the future.”

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