Google

Apr 27, 2024 ∞

Reddit has launched their Meta catalog and Google Shopping ads clone: Dynamic Product Ads.

Very tempted to try these since the forum has taken over Google Search results (part of the licensing deal courtship?).

& there’s this:

Reddit is saying Dynamic Product Ads drove 1.9x greater Return on Ad Spend (ROAS) when compared to conversion objective campaigns, based on the results of testing in Q1.

Reddit is a destination for shopping / product research, why not try to close the loop and turn it into a purchase driver.

via Search Engine Land

Apr 25, 2024 ∞

So about them cookies

Google delays third-party cookie phase-out to 2025 (maybe)

For the third time, Google has postponed the anticipated deprecation of third-party cookies in its Chrome browser.

Consider this a grace period to get your plans in order.

via Search Engine Land

Apr 23, 2024 ∞

Temu is spending like crazy on advertising

“As a result, this increases everyone’s CPA (cost per acquisition) on platforms like Meta and Google because large advertisers like Temu are monopolizing ad inventory and heightening the costs of the advertisers targeting the same audiences.”

over 9,000 active Temu ads are running across platforms.

Be prepared for shifts. These systems (Meta’s auction) are volatile, and businesses should always be prepared to pull back when need be, and have a toolkit of options for where to place their online ad dollars.

2024 gonna be bumpy.

via Adweek

Apr 10, 2024 ∞

In response to the Search Engine Land piece about Google Ad Strength that I responded to, Google says Ad Strength is not used in the auction.

But!

Ad Strength looks at 4 categories that have been identified to result in better performance through regression analyses.

For example, a low Ad Strength could explain a lack of impressions, but low Ad Strength doesn’t prevent ads from entering into auctions.

It’s a feedback mechanism for creative content and meant to be used as a helpful guide to improve the effectiveness of your ads. Again, it isn’t used directly in the auction.

Apr 9, 2024 ∞

Google Ad Strength: Garbage or Nah?

PPC experts are saying Google’s Ad Strength metric is garbage.

Google says:

Ad Strength is at the centre of what we’re trying to do is because creative is going to be incredibly important, and Ad Strength is going to be the mechanism which we use to evaluate that both in Performance Max and channels like search.

Kraham went on to explain that Ad Strength assesses the breadth and depth of assets within a campaign before assigning a rating. According to Google, breadth and depth of assets is crucial for reaching users across various channels, including SERPs, video display, and other creative opportunities. Google prioritizes breadth and depth of assets as it ensures campaigns are well-equipped to engage users effectively across different platforms and formats.

Putting on my assumption hat (👒), the quality of your creative determines your results. The quantity (“breadth and depth”) determines your reach (amplification, as I like to think of it).

The easier you make it for Google to place your ad in all the placement options they have, the more likely they are to choose your ad in the auction (many other algorithmic signals being equal). That means maxing out the:

15 images
5 logos (5?!)
5 videos (make sure you have vertical!)
5 headlines
5 long headlines
1 short description
4 long descriptions

(ad specs if you need them)

Part of our job as digital marketers is to be algorithm wranglers, feeding the robots.

———

No matter what you think about Ad Strength, heed this advice:

one of things you need to be aware of is Google’s recommendations are not necessarily the best things for your account

These recommendations are not personalized for your account. And are typically based on Very Large Accounts.

via Search Engine Land