Google is giving advertisers more control over where their ads appear in Search with two new features that have only been available to a small number of advertisers previously.
The company announced it will be bringing brand exclusions for Performance Max campaigns and broad match brand restrictions for all advertisers on Search.
In the announcement, the company said that both pilot tests were “successful” and that bringing these tools to more advertisers would improve campaign performance. They also promise that using brand exclusions and restrictions will help improve reach by guaranteeing your ads are not appearing along controversial, irrelevant, or problematic search content.
Notably, these are one of the many new features on the platform which are being assisted with AI.
Google gave Search Engine Land two statements, one for each new ad feature:
“[Advertisers can] expand the reach of your brand campaigns with new brand restrictions for broad match. Broad match gives you the most relevant reach and conversions within your performance goals.”
“In the past, it may have been difficult to use broad match in campaigns with specific brand needs. That’s why we’re rolling out brand restrictions. This new feature will help you get the additional reach of broad match, while ensuring it is only matching to relevant brand traffic that you’ve specified.”
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Would you like to be able to run video ads on streaming services that specifically target LinkedIn users? The social network is testing a new ad product that allows advertisers to reach LinkedIn’s 930 million users as they watch TV or movies at home.
In a statement to Reuters, the Vice President of Marketing Solutions for LinkedIn, Penry Price, said: “In-stream video ads can change the way brands and buyers reach and engage their audiences.”
The new ad format comes following reports that the company’s ad platform is already up in sales by 8% year-on-year and is looking to further grow its advertising profits.
The new format could also be a boon for advertisers looking to increase their ROI by reaching their audiences with ads while they are most receptive.
LinkedIn’s ad growth has been a bit of a surprise because it comes at a time when other ad platforms are being hit by falling ad budgets and an overall uncertain economy. Meanwhile, the social network’s ad platform continues to drive revenue from ad sales and subscriptions for recruiters, professionals, and B2B salespeople.
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A recent internal presentation obtained by The New York Times suggests that advertisers continue to flee Twitter despite controversial owner Elon Musk passing the CEO position to Linda Yaccarino.
Although Musk has publicly claimed that “almost all advertisers have returned,” The Times’ data indicates that advertising revenue has declined 59% year on year.
The report also notes that the company has repeatedly failed to meet weekly sales goals by up to 30%, suggesting that efforts to slow the loss of advertisers and bring brands back to the platform have been ineffective.
Why Are Advertisers Leaving Twitter?
Since taking over the platform, Elon Musk has reduced content moderation and removed restrictions protecting vulnerable communities such as LGBTQ+ individuals from hate speech.
This has led to a surge of hate speech, extremist content, and explicit content across the platform which has in turn made advertisers wary. Many are uncomfortable with the potential for their ads to be shown alongside objectionable content.
Additionally, the advertisers which have been brought in during Musk’s time have overwhelmingly included adult-oriented advertisers such as online gambling and marijuana brands.
The fallout has led many major brands, including General Motors and Volkswagen, to fully suspend advertising on Twitter.
Making matters worse for the company, those who are continuing to advertise on the platform are cutting spending and avoiding the more expensive advertising options. Insiders at the company have stated that high-value placements like banner ads on Twitter’s trends page are often going unsold while major advertisers, including Apple and Disney, have significantly reduced their advertising compared to past years.
Is Twitter Doomed?
Twitter is losing up to 56% of its ad revenue each week compared to the previous year. The biggest question is whether new CEO Linda Yaccarino can turn this trend around.
While Yaccarino is less controversial than Musk, advertisers may still be concerned that Musk owns and is still involved with the inner workings of Twitter. Additionally, it is unclear whether Yaccarino intends to increase moderation or will continue Musk’s laissez-faire trend which has contributed to the toxi
https://www.tulsamarketingonline.com/wp-content/uploads/2018/11/Twitter-1.jpg298640Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2023-06-08 18:01:212023-06-08 18:01:23Twitter’s US Ad Revenue Plummets 59% From Last Year
Effective August 1st, Microsoft Advertising will stop running ads from anyone who is not a verified advertiser.
The company announced the change this week, almost exactly a year after the Microsoft Ads Advertiser Identity Verification program was announced back in June 2022.
At the time, the company said the verification program was part of their efforts to “enhance digital advertising safety” by reducing deceptive ads on the platform.
To ensure that any valid business can be verified in a timely manner, the process is automated and relies on government-issued personal identification or business-related documents for verification.
Now that the majority of advertisers on the platform have been fully verified, the company is moving to stop running ads by those who have not undergone the verification process.
This will happen in a few steps:
Starting July 1, new advertisers will be required to be verified before Microsoft Advertising will serve any of their ads.
Starting July 15th, brands are encouraged to contact Microsoft support if they have not been verified and have not received an email inviting them to become verified.
Lastly, on August 1, Microsoft Advertising will begin only serving ads from verified advertisers.
What Information Microsoft Advertising Gives Users
Once verified, all ads from a Microsoft advertiser include information about the organization(s) behind the ad. This includes the advertiser’s name and location, information about targeting details used to show the ad, and who is paying for the ad.
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Google is adding two new campaign types for video ads aimed at driving video views or generating demand.
The company announced the video-first campaign types during the Google Marketing Live event and said the ads would have placements on all Google-owned and operated properties.
Below, we will talk a little about what each campaign type offers and when you can expect to try them for yourself.
Video View Campaigns
These campaigns are geared towards a singular purpose (driving views) and early testing shows these ads are successful. According to Google, one study using Video view campaigns saw 40% more views on average compared to in-stream skippable cost-per-view campaigns.
The video view campaign type is also surprisingly versatile, allowing for a variety of formats including in-stream ads, in-feed ads, YouTube Shorts, and more.
The beta is expected to launch next month.
Demand Generation Campaigns
Demand gen campaigns are one of Google’s latest creations using AI to better engage users and drive action.
Like Video view campaigns, these campaigns will be available for YouTube Shorts, in-stream and in-feed ads, Google Discover, and Gmail ad placements.
The main draw of Demand gen campaigns for advertisers will be the ability to create Lookalike audience segments based on “seed lists” using data from Google and YouTube users.
Advertisers can then set their segments to be narrow (2.5% reach), balanced (5% reach), or broad matches (10% reach).
Conclusion
These two campaign types offer focused approaches for video-first campaigns to accomplish specific goals. While they may not seem revolutionary, these will likely become important campaign options for advertisers looking to expand their reach and find receptive audiences.
https://www.tulsamarketingonline.com/wp-content/uploads/2019/02/GoogleAdsGoogleAdwordsManagementPageFeaturePicture2.jpg4001000Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2023-05-23 19:47:312023-05-23 19:47:33Google Is Introducing Two New Goal-Based Ad Campaigns For Video Ads
Yelp has revealed 3 new features aimed to make it easier for brands to connect with customers and to improve user trust in the brands they find on the platform.
These three features, which include a satisfaction guarantee program, implementing AI to deliver a better search experience, and more immersive videos, make up what Yelp is called its “most significant update in years.”
Below, we will explore each new feature and when you can expect to see it for yourself:
Yelp Guaranteed
What is it?: Yelp Guaranteed is a new customer satisfaction program that guarantees up to $2,500 back if you are not happy with home improvement work done by a verified business. Specifically, the announcement says that you’’ be able to submit a claim if you have problems resolving an issue directly with the business.
Additionally, the company says verified businesses will receive a badge and may be prioritized in future search results on the site.
When will you see it?: This program is gradually rolling out to both users and businesses in San Francisco, New York City, Chicago, Seattle, and Washington D.C. though the announcement says they hope to expand the program nationwide soon.
To be a part of the Yelp Guaranteed program, your business must be a Request a Quote-enabled advertiser in these industries:
Movers
Plumbers
HVAC
Contractors
Landscapers
Electricians
Yelp says it hopes to be able to include other markets in the near future.
Enhancing Yelp Search With AI and Large Language Models
What is it?: Yelp is in the process of improving its search tools to include a slew of new abilities using AI trained with Large Language Models. Through this, the company has been able to better understand search intent and deliver more precise and personalized results,
The first wave of these AI-enabled features to be revealed includes highlighting the most relevant parts of reviews for your needs, providing search suggestions based on search intent, clickable category tags, and even a way for the site to “Surprise Me” with dining suggestions.
When will you see it?: The first wave of these AI-powered search features seems to be rolling out to users across Yelp now, though the announcement suggests you can expect to hear about more AI-led features soon.
New User Engagement Features
What is it?: Yelp is using new visual and interactive features to make its platform more engaging and encourage users to share their own opinions and reactions. It will do this by introducing new reactions, new ways to share media in reviews, and providing ideas for generating more effective and informative reviews.
Specifically, the announcement highlights these three new features:
You can now include high-resolution videos up to 12 seconds long along with your text reviews and uploaded pictures.
Yelp will now suggest topics users may want to discuss when writing a review. Such as “food,” “service,” or “ambiance.”Once a reviewer has covered these topics, Yelp will mark each topic with a green checkmark.
Respond with reviews with a wider range of review reactions beyond just “Useful,” “Funny,” and “Cool.” Now, users can select from more options including “Helpful,” “Thanks,” “Love This,” and “Oh no.”
Microsoft Advertising has begun alerting users that it is cutting support for Twitter across its platform starting April 25, 2023.
This means you will no longer be able to include Multiplatform Smart Campaigns or manage your Twitter account through the Digital Marketing Center (DMC). That includes being unable to schedule, create, or manage tweets and tweet drafts will be removed from the platform on that day.
Additionally, advertisers will be unable to view or track past tweets’ performance and engagement on the platform.
Why This Matters
This is notable for a few reasons.
DMC is one of the leading tools used to manage multiple social media accounts from one location, including the crucial ability to respond to DMs from all major social networks without signing into multiple accounts and pages.
This is because the tool is offered for free to all advertisers on Microsoft Ads and is integrated with Microsoft’s other social and paid ad tools for businesses. Once removed, this will create a significant hurdle for many advertisers wanting to manage social ads and engagement efficiently.
This is also a major loss for Twitter, which has struggled to bring back advertisers since the takeover by Elon Musk. Estimates indicate that up to half of Twitter’s biggest advertisers have left since his purchase of the company.
Just this week, Musk has been making appearances at major marketing and advertising conferences in a bid to attract brands back to Twitter, but the loss of access through major social ad tools will only make Twitter a harder sell to the brands which have already left.
Meanwhile, Microsoft generated over $12 billion dollars in revenue for digital ads last year and is poised to make even bigger gains this year.
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If you’ve ever wanted to know the secret to get the best response on LinkedIn Ads, Vidmob’s recently released report on global advertising trends on the platform may be exactly what you’re looking for.
The report breaks down every element of LinkedIn ads to show which visual elements, text, and creative strategies performed the best on the platform for driving B2B engagement.
The findings come from over 800 million ad impressions tracked by brands paying for video ad campaigns on LinkedIn within North America and the EMEA region (Africa, Europe, and the Middle East).
What Elements are Most Effective?
The report says video ads containing the following elements performed better than those that did not:
Videos that display messaging in the first quarter of the video saw a 149% boost in views through the first 25% of the ad.
Ads that are 7-15 seconds long received a 54% lift in engagement rates.
Videos with high text contrast saw a 102% lift in views through the first 25%.
Videos featuring a person within the first quarter received a 175% increase to views through the opening 25%
Ads that include the phrase “Get a Quote” received 33% higher click-through rates.
When ads show a brand logo within the first 2 seconds, they see a 17% increase to click-through rates.
Key Takeaways
From all the data and findings, Vidmob has made 5 key points advertisers should be aware of:
Video: “While short and sweet is the usual go-to for video length, for awareness plays in the tech industry, audiences are engaged with mid-length content too.”
Color: “Don’t shy away from bright hues in upper funnel assets.”
Terminology: “Make use of Tech industry jargon and relevant imagery in creative assets, such as ‘Data,’ ‘Leader,’ ‘Expert,’ and ‘Demand.’”
Functional Benefits: “Focus on functional benefits and how the products or solutions can add efficiencies for the audience.”
Branding: “Make sure some reference to the brand appears upfront in the first 3 sec of the creative.”
For more interesting findings about the best elements to use at each stage of the customer awareness journey, download the full report from Vidmob here.
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The rise of AI continues as Google Ads has started testing using artificial intelligence to help advertisers create the message for their ads.
The feature seems to be a very limited test that uses AI to generate suggestions for headlines and description texts. Notably, when Google Ads Liaison Ginny Martin confirmed that the ad platform is testing AI tools, it is “unrelated to Bard”, Google’s recently released AI system.
From user reports, the AI tool helps to create responsive search ads within Google Ads.
Responsive search ads are a type of ad option that already uses machine learning to optimize your ad for those who see it using a premade set of headlines and descriptions.
In this small beta test, users can instead let AI create headlines and descriptions suggestions based on information about your business. Specifically, the prompt asks you to “describe the product or service you’re advertising and what makes it unique in a few sentences.”
You can then select from the suggestions Google offers or decide to write your own.
It is unclear how soon you can expect to see this feature rolled out to more advertisers but it shows that Google is seriously working to utilize AI technology in every area of its platform, including Google Ads.
https://www.tulsamarketingonline.com/wp-content/uploads/2019/02/GoogleAdsGoogleAdwordsManagementPageFeaturePicture2.jpg4001000Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2023-04-06 17:31:282023-04-06 17:31:30AI Is On The Way To Google Ads According To New Test
Google released its annual Ads Safety Report this week, highlighting the company’s efforts to guarantee advertising on its platforms is safe and trusted.
Along with suspending more than 6.7 million spammy ad accounts over the last year, the report details how Google is fighting fraud, preventing potentially harmful ads from running, and protecting user privacy.
Using machine learning algorithms, Google is able to identify suspicious activity and patterns faster than ever and quickly remove fraudulent or harmful ads.
This has contributed to a huge improvement in Google’s abilities to detect spam and harmful activity at scale, leading to over 2 billion more ads being blocked in 2022 compared to the previous year.
At the same time Google released the report, the company also announced it is launching an Ads Transparency Center to help users better understand the ads they are seeing and who is paying to display them.
Highlights From The 2022 Google Ads Safety Report
The full Ads Safety Report includes a lot of details about how Google detects and removes malicious or spammy ads, but these were the details we think are most important for you to know:
Google blocked over 5.2 billion ads for policy violations
Ad restrictions were down by over a billion annually in 2022
Over 6.7 million advertiser accounts were suspended for “egregious” policy violations
The number of ads removed from web pages stayed largely stable compared to the previous year
What Is The Ads Transparency Center?
In response to the leap in blocked ads and suspended ad accounts, Google decided to create the Ads Transparency Center – a central knowledge hub containing information about verified advertisers and ads.
Here you’ll be able to find detailed information about the ads a specific advertiser has run, what ads are being shown in a specific area, and more about ads appearing on the platform.
Users can also access My Ad Center here, which gives them the ability to like, block, or report potentially problematic ads.
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