Google has made it official: Responsive Text Ads will now be the default ad type in Google Ads search campaigns. The ad format debuted in 2018.What Does This Change for Advertisers?A Google spokesperson confirmed this update will not impact the way ads are served.Expanded text ads are still supported, and advertisers can still create them. The difference is the platform [...]
As the internet has grown, so have the targeting abilities within the advertising platforms.Simple, bid-based algorithms where the highest bidder took all fell behind.Algorithms were forced to get smarter, so the platforms could better-handle the brands appearing on them.One notable way PPC and paid social have evolved is with targeting personas, interests, and behaviors.Appealing on the personal level to potential [...]
Google announced today what is potentially a large change for certain paid search managers: the broad match modified version of keywords will be going away.This change will start rolling out in two weeks.What’s Happening to Broad Match Modified?Phrase match will now expand to cover broad match modified instances. Google notes it will “continue to respect word order when it’s important [...]
It’s no secret that Google has been working towards a cookie-less future on Chrome. Many times that statement is followed by a “we’ll see what that means” for advertisers. While it certainly means no individual-level data, many wondered what would replace it.“Today, we’re releasing new data showing how this innovation can deliver results nearly as effective as cookie-based approaches.” – [...]
It’s been a busy week for the Facebook Ads platform.The delayed date (originally intended for September) of the Apple iOS14 roll-out hit, causing all kind of trouble for media buyers.In the midst of it, Facebook updated its Account Quality dashboard, which is tucked inside Business Manager. While the feature itself is not new, it appears Facebook is enhancing to integrate [...]
Advertisers who are fans of Google’s Gmail Ads may be frustrated to learn they will no longer be a standalone ad type as of July.This morning, Google issued the following email to advertisers who have standalone Gmail campaigns in their accounts. Instead, Gmail ad targeting will solely be available as one of the places to appear in the Discovery campaign [...]
Facebook advertisers are bracing for impact, as the originally-intended roll-out of Apple’s iOS14 finally comes to fruition in the coming weeks. This update has sparked a very public war between Facebook and Apple, as the question of things like privacy versus ad targeting continue to swirl in the marketing space.While the anticipated data loss right now is tied to iOS [...]
Despite every Google Ads account having its own quirks and challenges, there are many commonalities that emerge.After auditing hundreds of them over the past 13 years, I’ve noticed that many of the issues or mistakes found tend to fall into one of a few categories.These can be things ranging from messy data output to wasting thousands of dollars because of [...]
Google Ads has announced new enhancements to their lead form extensions. These two new features should help streamline and add better controls for advertisers, while creating a lot more efficiency in creation and management leads.What Are Lead Form Extensions?Marketers have pushed for more ways to reach users sooner in their journey towards becoming a user. As tracking grew in sophistication, [...]
Every year, retailers and ad managers eye the calendar. They watch, they wait, and they plan months in advance for Black Friday and Cyber Monday. It’s a lot like the digital ad version of the Super Bowl for brands. In many industries, verticals, and specific companies, they operate at break-even (or even at a loss) through the year. The sales [...]