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Google has released an unofficial new tool to help save advertisers from being suspended for violating its new Three Strikes policy for policy violations. 

The tool, which comes in the form of a short python script, helps identify and remove ads that violate the terms and conditions for advertising.

How The Three Strikes Policy Works

As announced in July 2021, Google is now using a “Three Strikes” policy to suspend or ban repeat violators.

After the first violation of any type, the advertiser is given a warning. After that, they are allowed three strikes for each kind of violation.

If an advertiser account receives all three strikes, they are then suspended unless they win an appeal through the company.

As the announcement described the system:

“To help ensure a safe and positive experience for users, Google requires advertisers to comply with Google Ads policies.

“As a part of the Google Ads enforcement system, Google will begin issuing strikes to advertisers, which will be accompanied by email notifications and in-account notifications to encourage compliance and deter repeat violations of our policies.”

Google’s Bowling Tool To Remove Disapproved Ads

This week, the company’s developer blog announced a new tool called “bowling” that is designed to assist advertisers in spotting and removing any problematic ads. 

The announcement described the tool’s purpose by saying:

“…Bowling is a mitigation tool allowing clients to act and remove disapproved ads before risking account suspension.

“The tool audits (and offers the option to delete) disapproved ads that may lead eventually to account suspension in perpetuity.”

Despite being announced on the developer blog, however, the python script includes a disclaimer explicitly stating it is not an official product.

As the disclaimer says:

“This is not an officially supported Google product. Copyright 2021 Google LLC. This solution, including any related sample code or data, is made available on an “as is,” “as available,” and “with all faults” basis, solely for illustrative purposes, and without warranty or representation of any kind. This solution is experimental, unsupported and provided solely for your convenience.”

If there is anyone who knows what works on Facebook Ads, it’s probably Facebook. Thankfully, the company is eager to share its data to help advertisers make the best ads possible. 

Facebook Ads did just that this week with a new list of 11 ways to improve your video ads based on their latest data and research.

Why Video Ads?

Many brands and advertisers are still reluctant to indulge in video ads, fearing they may be more costly, less effective, or more difficult to manage.

According to the report, however, none of these are true. In fact, the company has seen that for every dollar invested into video ads on the platform, there is a 39% higher chance to drive sales compared to static social ads.

Even more, the budget, placement, or targeting have less impact on the success of video ads than you may think. According to Facebook Ads, 70% of the potential ROI from video ads comes from how you use the format to get attention and inspire action, while just 30% comes from details like where the ad is shown.

To ensure your video ads are inspiring potential customers to take action, Facebook put together these tips for improving your future video ad campaigns.

11 Ways To Improve Your Video Ads

Facebook breaks this collection of tips into two groups: ‘Best Practice’ and ‘Highly Recommended’.

Best Practice 

  1. Frame For Mobile: Based on user activity, most users will be seeing your video on mobile. Keep this in mind when framing your video with the recommended vertical 4:5 format on Facebook or 1:1 square format on Instagram.
  2. Create For Sound-Off Viewing: By default, your video will be played without audio. If your video ad is going to be successful, it needs to be understandable and engaging without sound.
  3. Focus on the Product: Facebook recommends focusing your creative for video ads directly on a product or feature, rather than your entire business.
  4. Have a Single Message: As with all advertising, it is important to present a single, clear message in any promotion. Trying to do too much in a single ad will just overwhelm or push away potential customers.
  5. Highlight Branding Early: The report recommends placing your branding and message at the start of a video to grab attention and retain potential customers.
  6. Be Straight To The Point: On that note, putting a clear message up front makes it easier for consumers to understand what you’re hoping to accomplish and what you have to offer them.
  7. Use Movement & Faster Editing Early: Having movement or quick edits near the start of your video ads helps grab attention and may motivate viewers to keep watching.

Highly Recommended

  1. Brevity Is Key: People viewing on mobile devices have limited time, short attention-spans, and are quick to scroll away if you start to lose them. It is important to keep your videos short for most impact.
  2. Don’t Follow Old Rules: Traditional ads on TV and radio are structured with the assumption that users will remain tuned in no matter what. This allows time to build up a story to grab interest. Online video doesn’t offer this comfort. Instead, start your videos with a bang to capture attention quickly. 
  3. Don’t Be Afraid of Twists or Surprises: Including more gasp-inducing moments in your video ads can be a good way to hold viewers’ attention throughout your entire video.
  4. Think Visually: Since sound is typically off, it is important to use visually grabbing features like bright colors or product close-ups to keep viewers engaged.

To learn more about what Facebook has learned from its video ads research, read the full report here.

Between virtual schooling, social media, and video streaming platforms, kids are more online than ever. Though children are growing up using the internet from their earliest ages, however, most evidence suggests they are more at risk for being targeted through advertising and other forms of online marketing. Now, Google is taking action to protect them.

In one recent study from SafeAtLast, upwards of 75% of children are willing to share personal information in exchange for goods or services. This obviously raises concerns about the long-term implications of gathering data from and targeting ads towards children.

As a result, Google is changing its policies regarding minors online, including removing ad targeting for those under 18 and allowing underage individuals to request for any images of them to be removed from search results. 

These are all the latest changes:

Allowing Minors To Remove Images From Google Search

“Children are at particular risk when it comes to controlling their imagery on the internet. In the coming weeks, we’ll introduce a new policy that enables anyone under the age of 18, or their parent or guardian, to request the removal of their images from Google Image results,” explains Mindy Brooks, product and UX director for kids and families at Google.

The search engine is unable to go further in removing the images from the internet entirely, but it can certainly make it more difficult to find those images. 

Changing Default Settings For Minors

Google is making underage users’ information more private by default across its multiple platforms. That includes changing the default upload mode on YouTube to private for users under 18 and automatically enabling SafeSearch for minors on Google Search. 

Location History Is Disabled

By default, Google had already turned off location history for users between 13 and 17. Now, it has gone further by making it entirely disabled. On one hand, this may lead to less relevant search results, but also prevents excessive tracking of children through Google. 

Removing Ad Targeting For Minors 

In the upcoming months, Google Ads says it will be “expanding safeguards to prevent age-sensitive ad categories from being shown to teens, and we will block ad targeting based on the age, gender, or interests of people under 18.”

New Tools For Parents

Lastly, the company is introducing a number of new tools and features for parents across its entire product line. For example, the company is introducing Digital Wellbeing tools within the Google Home app, allowing parents to manage their children’s use of smart assistants. On YouTube, the company is also turning on ‘take a break’ and bedtime reminders by default, while turning off autoplay.

For more on Google’s latest efforts to protect the private data of children across its services and platforms, check out the full blog post here.

Starting earlier this week, Google Ads has implemented new rules for advertisers promoting cryptocurrency or cryptocurrency-related services across its platform. 

Under the new rules, only those registered with the Financial Crimes Enforcement Network (FinCEN) as a money services business and with at least one state or federal entity, or with a state or federally chartered bank can run ads. Additionally, crypto advertisers must have completed the most recent verification process on Google.

With the massive explosion in interest around Bitcoin, Dogecoin, and other cryptocurrencies, Google Ads has also seen an increase in fraudulent ads or outright scams using its advertising service. 

Requirements for Cryptocurrency-Related Ads

If a cryptocurrency exchange or wallet service wishes to advertise on Google Ads, they must be registered with FinCEN as a Money Services Business and with at least one state as a money transmitter. The only exception to this is those registered with a federal or state-chartered bank.

Advertisers must also go through the latest Cryptocurrency Exchanges and Wallets verification process on Google.  

Lastly, cryptocurrency advertisers must comply with all legal requirements and are expected to follow Google Ads guidelines and policies. 

Other Restrictions

Along with these new restrictions, cryptocurrency advertisers should be aware of the already established rules for crypto-related ads. For example, advertisers cannot promote pages or sites which aggregate or compare issues of cryptocurrencies. Advertisers are also forbidden from advertising initial coin offerings.

For more information, check out Google’s latest advertising guidelines for cryptocurrencies and other financial services.

As concerns about the COVID virus and its variants start to rise again, parents once again find themselves preparing for both in-person classes and potential virtual schooling while doing their back-to-school shopping this year. 

To help brands reach these parents and ensure they have everything their kids need to face the school year, Google has put together a short guide of tips and suggestions for running local ads right now. 

Put Your Products Online

The first step to reaching parents shopping online is to actually have your products online. According to Google’s own polling, more than half of all back-to-school shoppers are using the internet to check in-store inventories and find new products. Slightly less than half (48%) are specifically looking for stores that are providing safe shopping options like curbside pickup or contactless shopping. 

Thankfully, putting your inventory on Google has gotten easier and easier over time. Even better, one of the fastest and easiest ways is currently free for many retailers in the U.S. 

Until September 30th, Google is offering free trials of Pointy, a tool that attaches to POS barcode scanners to quickly add products to your online shop. 

Local Inventory Ads

Many retailers think that online product ads are strictly for online shoppers who want products delivered to their door. This isn’t entirely the case, though. 

Brick-and-mortar stores can also advertise the products available in your stores with local inventory ads. 

These make it possible to showcase products you have available for store pickup, curbside pickup, and more – meeting the diverse needs of shoppers today.

Highlight Your Local Store

With up to 60% of back-to-school shoppers planning to do at least some of their shopping at local businesses this year, it is more important than ever to be sure people can find information about your store online. 

Google recommends using Local Campaigns to not only reach local shoppers, but specifically drive store visits, calls, and other actions with high local-shopping intent. 

As their guide says:

“Local campaigns are a simple yet powerful solution for retailers of all sizes to promote their locations across Google Maps, Search, YouTube, Gmail and the Google Display Network. You can drive foot traffic for store reopenings, special in-store promotions, updated business hours and specific products that are available in nearby stores.”


The distinction between online and in-store shopping is getting more blurry with every year, as people use Google to find local stores, local products, pickup options, and more. As a local business, it is essential to be prepared for these mixed shopping methods and be able to reach your customers no matter where they are looking for your products. 

Microsoft Advertising announced this week that it will soon start including broad match ad targeting for campaigns using phrase matching. 

The change will occur “mid-May” and is aimed to “simplify keywords and improve your relevancy when reaching customers,” according to the announcement. 

Notably, this means the ad service is keeping in line with Google Ads, who made a similar change in February. 

“So… What Does This Mean For My Ads?”

Essentially, this update means that your ads which are being matched with queries for phrases matching your targeted keyword will also be shown for searches related to the meaning of your keyword. 

For example, Microsoft Advertising says the new system would match a search for “winter vacation in Miami” to the targeted keyword “Miami vacation.”
The company also says it will respect the word order of your keyword “when it’s important – for example, it won’t match ‘milk chocolate’ to the keyword ‘chocolate milk.”

Broad Match Modified Keywords To No Longer Be Offered

With this adjustment, Microsoft Advertising says it will be removing the option to create new broad match modified keywords beginning in August of this year. Existing broad match modified keywords will be treated the same as phrase match keywords. 

With this in mind, there is no need to change over your existing campaigns or keywords.

Planning For This Change

While there is no action for you to take immediately, there are a few things to keep in mind as the update rolls out. 

With the more broad matching included in phrase match campaigns, it will be important to monitor what searches are connecting with your keywords. This more broad approach could lead to potentially irrelevant queries showing your ads. 

On the upside, this change means it should be easier for advertisers to manage their campaigns, especially if they are advertising on both Google Ads and Microsoft Advertising.

For years, two names have ruled the online ad game – Google and Facebook. Currently, that is still true, though a new analysis suggests Amazon is steadily expanding its ad business to be a sizable challenger to the Big Two.

Research firm eMarketer’s latest annual digital ad report shows that Amazon’s share of digital ad revenue broke two digits in 2020, earning 10.3% of U.S. online ad revenue. That’s a significant jump from 7.8% in 2019.

In actual dollars, the online retail giant’s ad revenue reached $15.73 billion, an increase of more than 50% from the previous year.

Should Facebook and Google Be Worried?

Amazon still has some ways to go before it’s ad platform is the size of Google or Facebook’s – both of which receive more than 20% of U.S. digital ad spend.

Still, eMarketer predicts the company will continue to increase its share of online ad revenue over the next few years until it is on par with the other two giants.

For Facebook, this might not be a big concern since much of Amazon’s advertising is driven by Amazon Prime video advertising and product ads. In their current form, both platform’s ads largely serve different purposes.

Google, on the other hand, might be getting a little nervous. Over the past few years, the search engine has been investing heavily into its online shopping services, as well as expanding YouTube’s advertising platform.

What Does This Mean For Brands?

Though this might have significant implications for the future of online advertising, nothing has really changed for the majority of brands who might use these platforms for their ads. 

However, it does serve as a reminder that there are more than just the Big Two online ad platforms. Many of the others out there may be a better fit, provide less competition, and allow you to reach your potential customers at a more ideal time. This is why it is important to know what each has to offer and invest your ad budget into the platform (or platforms) which make the most sense for you.

It can be easy to forget that online marketing can have a much wider effect than just “online”. These days, it is also one of the most powerful tools businesses have to drive in-person and other types of offline sales.

The key is knowing how to optimize specifically for local searches to help those nearby find you and your products or services at the most effective times.

To help smaller businesses do this, Google recently published a small guide with 4 tips and ideas for driving offline sales using your online ads and marketing.

Creating In-Person Sales With Online Marketing

Establish Your Digital Storefront

The first step to using your brand to drive local sales is establishing your Google My Business profile. This allows you to appear in the prime search results placements for relevant localized searches. 

As Google says:

“Stand out when people search for your business, products or services. Getting your business on Google is the essential first step towards driving and measuring visits to your stores.”

2) Measure Your Offline Impact

These days, the search engine’s analytics tools can measure a lot more than online traffic and conversions. Using metrics like Store Visits and Local Actions, you can see exactly how effective your online ads and marketing are in the real world.

“Getting the full picture of how your ads drive impact across channels is important to refine campaigns, make budgeting decisions, and inform your overall business strategy.”

3) Optimize For Online AND Offline

Use ads and optimization to highlight what you have online and what you have to offer at your brick and mortar locations. Not only can you use Google Shopping to showcase your products in search results, you can specifically promote your in-store inventory using Local Inventory ads.

The guide suggests:

“Make the most of your marketing investment and grow revenue for your stores, whether customers ultimately purchase online or in-store.”

4) Showcase Your Locations

Use local campaigns to highlight your local stores and send online searchers straight to your door. 

“Machine learning makes it easier and more efficient to promote your physical business locations at scale across Google properties. It can help you reach customers throughout their purchase journey and optimize for those who are most likely to visit your business.”

For more about how you can use Google and online marketing to drive both online and offline sales read the full Google Ads Help guide here.

Twitter is rolling out a new form of carousel ads which let you showcase between 2-6 images or videos in a single ad. 

According to the social network, the ads are particularly suited to helping businesses reach their advertising goal with a more immersive and interactive format which includes:

  • An edge-to-edge design
  • Third party measurement reporting
  • Accessibility support
  • New reporting features (such as swipes within the Carousel and breakdowns to measure individual Carousel card performance)

The ads have an edge on most other Twitter advertising formats because they allow you to approach an ad from a variety of different directions. You could highlight a variety of features and benefits of a single product, highlight a small collection of products, or tell a story about your brand. 

Why You Should Try Carousel Ads

Carousel ads have already proven to be a powerful tool on a number of other platforms including Facebook, Instagram, and Google Ads. 

According to a Nielsen study cited by Twitter, using 3 or more assets in an ad format increases awareness by up to 20% and purchase intent by 7%.

Based on Twitter’s early testing of the ad format, that will continue to be true here. The company says carousel ads saw an average 15% increase in click-through rates compared to traditional single asset ad formats. 

Carousel ads for apps saw an even bigger boost, with an average 24% increase in installs.

Twitter Carousel Ads Best Practices

To help you get started, Twitter provided a set of recommendations and best practices for making the most out of carousel ads:

  • Use all of the available components: Including visuals, headlines, descriptions, and calls-to-action.
  • Tell a story: Craft a visual narrative with a beginning, middle, and end to keep viewers engaged.
  • Consider the audience: Show different product images to re-targeted customers than you would show to new, prospective customers.
  • Highlight the product and its benefits: The product should be visible and there should be clear, simple communication of benefit to the consumer.

Available Now To Everyone

The new ad format is available to all advertisers and marks a renewed effort by Twitter to create a more effective and enticing advertising platform:

“This investment in performance advertising also includes expanding the capabilities of our ad formats to enable advertisers with more options to show and tell their brand story, while providing a more intuitive, engaging experience for people on Twitter.”

Facebook announced a wave of new features this week for online advertisers and retailers heading into the holiday season. 

At the same time it revealed new product tags, new ways to target ads, and an experimental way to share online discounts, the social media giant also announced it was launching promotional tools and support for Black-owned businesses.

Let’s explore the array of new features for brands on Facebook and Instagram:

Product Tags For Instagram Ads

After more than a year of testing, Instagram is officially launching the ability to tag products in ads. Even better, the company has streamlined the process.Originally, advertisers had to make an organic post, tag your products, then promote that post. Now, you can create ads with product tags directly within the Ads Manager. 

When seen, product tags appear as white dots which can expand to reveal a range of details including the name of the product,and its price. 

Shopping Engagement Custom Audiences

Facebook announced a new type of audience targeting aimed at helping brands “reach people who’ve already shown interest in their product or brand by doing things like saving a product, viewing a shop, or initiating a purchase.”

Shopping Lookalike Audiences

Another new way to target audiences was announced, which allows you to reach shoppers with similar interests as your existing customers on Facebook and Instagram. 

Shopping Ad Discounts

Facebook is testing a new way to promote your sales and discounts directly in the Promotions tab within the Commerce Manager.

For example, you can highlight a discount on a specific set of products by grouping them together in product sets. 

At the moment, Facebook only allows you to run a few types of discounts – price reductions, minimum purchase requirement, and discounts using an offer code. 

#BuyBlack Friday

While the Covid pandemic has affected just about every business in America, black-owned businesses have been hit particularly hard. According to Facebook, more than 40% of black-owned businesses in America.

This is why Facebook is launching a new event every Friday through November 27. Every week, Facebook will be promoting #BuyBlackFriday across all its platforms, including publishing a gift guide and business directory of black-owned businesses. 

With many shoppers wary of facing crowded shopping malls and stores, most experts believe online shopping will shatter previous records this winter. Facebook is doing everything it can to make itself one of the premier choices for marketing, advertising, and ultimately selling your products.