Welcome back everyone this is Rocco Baldassarre for Online Marketing News. Today we’re going to talk about the most important changes in the online marketing industry that will change the way you optimize your campaigns.
Google Optimize Tool
First of all we’re going to talk about Google Optimize. Google Optimize has not been launched yet, but it’s going to be a tool which allows you to optimize your websites with a better understanding of what’s going on in terms of your customer’s behavior. You will be able to get custom experiences for your users based on advanced statistical tools.
Google hasn’t released much information about what Google Optimize is going to be like. But, we believe that it’s going to be a game changer in the way that it will be used by advertisers over and over again.
Facebook Power Editor Rule Change
On top of that, this week has been very important from a Facebook standpoint. Facebook is actually changing their editor a lot and as a matter of fact, they improved the rules in their Power Editor. Now, you can optimize campaigns based on triggers or pain points. For example, you can tell Facebook to pause campaigns that don’t reach a given CPA or you can tell Facebook to decrease the bids anytime the CPA is over a given level. With the new change, Facebook rules are turning out to be very useful and they can actually automate part of the optimization process for large accounts. This is going to be extremely cool.
Display Campaign Issues
Other news we received is that I’ve received many emails from clients that are experiencing issues creating Text Ads for their Display Campaigns. Many of our clients told me that they were going into the account and they were trying to create Text Ads in an AdGroup for a Display Campaign and they couldn’t find the text ads. As a matter of fact, this is something that many people are experiencing. Just to be sure, try and create the Text Ads from the Power Editor. Apparently there is a bug in Google AdWords and it does not let you create Text Ads from the Light Campaign. As of now, this applies only to Display Campaigns. It shouldn’t be a concern for people running only a Search Campaign in their Google AdWords.
Google Bumper Ad Videos
Google has also launched Bumper Ads. They are short videos that cannot be skipped that will run only on mobile and will be used on YouTube. Bumper Ads are a very good way to raise brand awareness for people that want to video advertise but don’t want long video. They just want to give a quick impression and make sure that people see it.
Google Beta Data Studio
Google has also launched a beta called Data Studio. The Data Studio has actually been around for a while but Google is starting to push it now. From the looks of it, it seems that it will be exiting the beta stage quite soon. You can actually use Data Studio to create custom reports by importing data sources such as Google AdWords and Analytics. As of now, unfortunately API is not supported to bring in custom data sources into the Data Studio.
But we are sure that there will be a change soon because as of now each Data Studio account can save up to five reports but that’s because we’re on a beta stage. Based on the fact that Google is pushing this product quite a bit we would be quite certain that Google Data Studio is going to be available with the ability to create more than 5 reports and with API capabilities quite soon.
Google Promotion Extension
We also received quite exciting news from our Google contacts, they actually shared some of the data that is running in the market right now. The first one I’m very excited about is the Promotion Extensions. Google will be running it on the Search Network. You will actually be able to use Promotion Extensions to create promotions across multiple campaigns without the need to create custom campaigns for custom ads. The promotions will just run as an extension giving you much more space in the ad.
Changes on Google’s Similar Audiences
On top of that, Google has also launched some changes in terms of Similar Audiences. As a matter of fact, you can now advertise using the beta of course. Similar Audiences have worked very well on Display. I’m very excited to see how they will perform on search and shopping and that’s why we will be testing them in the hundred accounts to find out more about it’s potential.
Unique Reach Beta Tool
Finally, Google has launched a beta on YouTube called Unique Reach. Unique Reach is very good because it allows you to create campaigns that will have as a goal to reach a given amount of people. This beta is very important because before, if people were trying to build a brand by reaching out to as many people as possible, they would have a frequency issue. Right now, with the Unique Reach Campaign you can actually set a budget for a Unique Reach. This is something that not everybody was necessarily looking for. But it definitely works out for the people that were looking to reach unique people and add another budget just for that. So, it’s kind of a very interesting beta that might not apply to all accounts but will definitely make some other accounts happy.
That’s all for this week. Thank you very much for your time and I’m looking forward to sharing more news with you. Have a nice day and a productive week.
For more online marketing news make sure to visit my YouTube channel, Rocco Baldassarre.
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