- Show your brand off the bat and continue to show it often
- Have the right video length
- Use a voice-over
- Include all 3 aspect ratios
Google: where the algorithm’s made up and the prices don’t matter
The search engine “frequently” changes the auctions it uses to sell search ads, increasing the cost of ads and reserve pricing by as much as 5% for the average advertiser.
For some queries, the tech giant may have even raised prices by as much as 10%, according to Google Ad executive, Jerry Dischler at the federal antitrust trial.
Nothing like disclosing your monopolistic behavior while on trial for being a monopoly.
Incentives matter.
Quick refresher on some brand settings in Google Ads.
If you want to use broad match keywords but also want them to be brand relevant, try brand restrictions:
For Search, brand restrictions limit traffic to serve only on search queries related to specified brands.
If you don’t want to use Performance Max for branded queries but more strictly for prospecting, try brand exclusions:
For Performance Max, brand exclusions provide added control so your campaigns won’t serve for branded queries you want to avoid on Search and Shopping inventory.
Google will now use AI to tell you how to optimize your video ads based on their “data-backed creative best practices”.
Basically, it’ll tell you if you didn’t check a box on the list.
That list includes:
More ABCD compliant attributes coming soon.
Interesting…
Some search results on TikTok now include a snippet and link to Wikipedia.
More heartburn for Google. Or maybe not, since they are going to trial for being a search monopoly.
I still wonder how much of the Google disclosure around how many people use TikTok to search was about setting the stage to argue they aren’t a gatekeeper on the internet.
But another reminder that search is no longer a defendable platform, it’s a feature.
I recently mentioned some of Google’s post-cookie plans are a bit controversial. Like this one:
Chrome’s “Enhanced Ad Privacy.” That’s the technology that, unless switched off, allows websites to target the user with adverts tuned to their online activities and interests based on their browser histories.
Part of the reason is the apparent dark patterns in the consent system.
If you have to trick users/customers, you’ve probably lost the plot.