Episode #50 is here and we’re joined by Matt Umbro, Associate Director of Services at Hanapin Marketing. On this episode of The PPC Show we discuss the history of #PPCChat, hiring best practices, audience targeting, and cool ways to use Ad Customizers.
Listen to the full episode of The PPC Show.
Matt’s been in the PPC industry since 2007, working and collaborating with clients across several industries to attain better ROIs, improved lead generation and increased brand awareness. He earned his Google AdWords Qualification passing the Fundamentals, Advanced and Reporting exams and earned his Bing Ads Accredited Professional certification. You can find him writing monthly articles for Search Engine Land, Marketing Land and Search Engine Journal.
He’s also the host of PPCChat (#PPCChat), a weekly Twitter chat where industry specialists discuss various PPC topics. Every Tuesday at 12 PM EST we discuss a new topic from fundamentals and metrics to theory and the future of PPC. PPCChat streamcaps can be found on his website, www.ppcchat.co.
On this episode Duane Brown, Founder at Take Some Risk, joins The PPC Show.
A global citizen with 11+ years experience working across digital marketing and branding for clients including ASOS, Mopp, Telstra, Jack Wills, Cineplex, Grant Thornton and BBDO. This opportunity has given him the chance to work with large data sets and help advise global brands on the best approach to using paid search, paid social and display + programmatic to increase conversions while maintaining budgets.
Listen to the full episode of The PPC Show.
On this episode Jason Wu, CTO and Co-Founder at AdStage, joins The PPC Show. Besides leading the engineering effort there, he also loves running and is constantly learning about new tech topics ranging from security to AI.
Listen to the full episode of The PPC Show as he talks about the early days of AdStage, machine learning, and the future of advertising.
This week on The PPC Show, Paul and JD break down the top news and trends in ad tech and digital marketing.
In this episode we breakdown Safari’s blocking third-party ad trackers, Facebook’s Related Articles ads on Instant Articles, Full-screen Canvas Ads, Instagram’s direct response ad options within Stories, AdWords removing targeting for airports and universities, and Snapchat’s new On-Demand Geofilter ads.
Tune in to the #PPCShow to get caught up on the top Ad Tech headlines!
Apple Senior VP Craig Federighi said “intelligent tracking prevention” uses machine learning to keep trackers, namely ad trackers and third-party data trackers, from following users as they browse from site to site. That browsing information data is routinely used for retargeting, interest and other behavioral ad targeting. Ads themselves aren’t blocked, just the user’s previous browsing data. The move is “not about blocking ads — the web behaves as it always did, but your privacy is protected,” said Federighi.
See also: Apple and Google are cracking down on obnoxious online ads. And they just might change the way the web works in the process.
FACEBOOK & INSTAGRAM
On Thursday, Facebook announced that all Instant Articles publishers can feature ads within the “Related Articles” section appearing below their actual articles. Facebook had started to test these ads in March 2017 and had seen that they generate an “incremental increase” in the amount of money publishers can make per thousand page views, according to a company blog post published on Thursday.
We are launching three new templates that make it easier to create a Canvas for these business objectives. Templates are pre-built and ready to go. Just add your own content. You can crop images to fit the template so it’s easy to reuse assets you already have.
You can now attach a Canvas fullscreen experience that opens up instantly when people click on a collection. Alternatively, you can create a Canvas from scratch and attach it to the collection, if you want to create a customized experience.
Another SnapChat rip off. They’re just like Snapchat’s Snap Ads With Attachments, except Instagram’s version cannot load an in-app advertorial or native extended video when people swipe up.
The main difference with the direct-response version of Story ads, aside from being priced on a per-click basis, is that the ads can not only catch people’s attention but also directly convert them into customers. The ads feature a message on the bottom prompting people to swipe up to visit a website or open their device’s app store to install an app.
Instagram is providing new direct response ad options within Stories, helping expand the platform’s business use case. As reported by Marketing Land, the new option is being made available through Facebook’s self-serve ad-buying tools, Ads Manager and Power Editor, as well as through Facebook’s advertising API.
The direct-response ads aren’t much different from the version that Instagram added to Stories in January. Brands can feature a single vertical photo or a vertical video that’s up to 15 seconds long as their ad, and they can target the ads using Facebook’s standard ad-targeting options, like people’s age, gender, location, interests and purchase history.
From Andy Taylor at Merkle Associate Director of Research
In April, Google quietly removed the ability for advertisers to add new Places of Interest location targets for airports and universities, and in May completely eliminated these targets from AdWords. We’ve confirmed this timeline with representatives from Google, which did not issue a public announcement of the change, despite the location target type help page continuing to include information or airport and university targeting.
It’s interesting that Google would bother eliminating a targeting option, particularly without any public announcement to advertisers. However, it’s not a big deal for most advertisers as these geographic targets were rarely used for the most part, a fact that likely played into Google’s decision to do away with them quietly.
Snapchat rolled out the ability for businesses “to create on-demand geofilters from scratch” online. Adweek reports that Snapchat’s new web tool contains preset categories for special events such as birthdays, weddings, and more. Users can access templates and modify their text, colors, and graphics to suit their needs. Pricing varies depending on the length of time that the geofilters will be available, as well as the size of the geofence (minimum of 20,000 square feet).
Web Tool: https://geofilters.snapchat.com/org/guest/purchase/upload-asset
Stats of the Week
But research by Adroll shows that shockingly almost half of agencies and close to half of clients are using spreadsheets and manual attribution processes, rather than using vendor technology or an independent third party.
This report also shows where marketers are using tech for attribution, it’s overwhelmingly vendor technology. This tech can be useful, but as recent analytics errors at Facebook have shown, it can result in over-reporting. Third party attribution tools can provide a less biased picture, although these can’t be used for certain platforms which are ‘walled gardens’ where the vendor controls the metrics and analysis
The majority of Fortune 500 CEOs don’t have a presence on any of 6 major social networks analyzed, according to the latest study [download page] of CEOs’ social behavior from Domo and CEO.com. In fact, most of those who do maintain a presence do so on only a single network, amounting to one-quarter of the total sample tracked last year.
About 1 in 10 were on 2 networks, while a mere 3% were on 3 or more networks. Only 1 CEO was on 5 of the 6 major networks (LinkedIn, Facebook, Twitter, YouTube, Google+, Instagram).
On this episode Aaron Levy, Sr. Team Lead at Elite SEM, joins The PPC Show. Aaron’s a frequent speaker at conferences worldwide, usually around one a month. He tries to be selective as he greatly prefers speaking to students & career changers. He loves helping as many rising stars as possible into make sense of this lovely digital ad world.
Listen to the full episode of The PPC Show as he discusses Elite SEM’s company culture, how to grow an agency account management team, how they reward account manager performance, and rum ham.
This week on The PPC Show, I’m joined by a special guest, AJ Wilcox who is the LinkedIn Advertising Consultant/Evangelist/Speaker at B2Linked. You can follow him on Twitter @wilcoxaj.
We’re breaking down the latest news and trends in ad tech and digital marketing. In this episode we discuss the 2017 Mark Meeker Report, updated Google’s new attribution tool, Google’s new data visualization, Quora’s new ad platform, and Instagram’s new objectives for Stories Ads.
Tune in to get caught up on the top headlines!
Slide 15: Google and Facebook own the growth share in online ads — 85% and rising
Slide #17: Measuring Engagement, having trouble with ROI
And Peter Drucker is credited with two of the most important quotes in business management. “If you can’t measure it, you can’t improve it.”
One of the biggest announcements to come out of Google Marketing Next, held in San Francisco last week, was the release of Google Attribution. The new, free solution can pull in data from Google Analytics, AdWords or DoubleClick Search to provide a more holistic view of conversion actions across channels and devices for attribution modeling and bidding information.
Data visualizations are an essential storytelling tool in journalism, and though they are often intricate, they don’t have to be complex. In fact, with the growth of mobile devices as a primary method of consuming news, data visualizations can be simple images formatted for the device they appear on.
Enter data gifs. Create your own gif here.
Quora, the place to get answers to questions on just about any topic you can dream up from people who know about it, has now opened its self-serve ads platform to advertisers globally. This under-the radar company is valued at $1.8 billion as of its latest funding round last month. Though it has been comfortable with a slow growth approach until now, as we reported in April, Quora has doubled its ads team, which includes several Facebook ad alumns, and is planning to invest in building out the ads platform.
Quora currently offers two native ad formats — text and app install ad — that run on question pages and include a call-to-action button. Ads are sold on a CPC basis in a real-time auction, and campaigns can be targeted by topics, location and device.
First, Instagram has announced that users will now be able to share website links in DMs, which will appear with an auto-preview in the thread. I mean, it’s not links in captions, which is what businesses really want, but it’s another way to connect with users, and usher them to relevant product pages. For example, at present, a lot of brands on Instagram use the old ‘link in bio’ tactic to direct potential customers to product pages using the only link they can add to their profile. Now, you might also consider trying ‘DM for link’.
As explained by Instagram:
“When first rolling out ads in Instagram Stories, we began by focusing on the Reach objective to help businesses better target and reach the people they wanted to connect with. But over the past three months these capabilities have greatly expanded, giving businesses the ability to purchase ads in Instagram Stories across additional objectives – Video Views, Traffic (formerly known as Website Clicks), Conversions and Mobile App Install”
Have you ever run Youtube TrueView shopping campaigns? Do you even know what they are?
On this episode Joe Martinez, Senior Manager of Paid Media and Community for Granular Marketing, joins The PPC Show to discuss Youtube shopping campaigns, being a radio DJ, meeting Alice Cooper, and all things Milwaukee, “The Good Land.”
Listen to the full episode of The PPC Show as he shares how Youtube is an extremely effective branding channel, TrueView shopping remarketing campaigns, and how to generate direct revenue straight from YouTube video campaigns. Let him know what you think on Twitter, @MilwaukeePPC.
This week on The PPC Show, Paul and JD break down the top news and trends in ad tech and digital marketing. In this episode we dissect Google’s new attribution tool, Pinterest Autoplay videos, AdWords ECPC announcement, Bing Standard Text Ads going away, and Twitter’s new Direct Message Card. Tune in to get caught up on the top headlines!
Episode Show Notes
“Shortly after Facebook introduced an attribution tool for marketers in March, Google started rolling out its own free version called Google Attribution for marketers on Tuesday. While making attribution accessible to everyone is a good thing, marketing executives are cautious about Google checking its own homework — and giving itself glowing grades.”
Doesn’t GA already do this? Model comparison tool?
Pages load much faster — on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks.
Pinterest is looking to take their video offerings to the next level, with the addition of autoplay video ads in-stream, a significant shift from their previous video approach. Pinterest’s new autoplay videos – which will only play in the mobile app – will no doubt grab attention, and are more aligned with the user experience on other social apps (though Pinterest has been keen to tell people that it’s not a social network).
- Mobile only
- CPV goes down because you pay per impression.
Beginning in early June, AdWords will be rolling out changes to Enhanced CPC bidding (ECPC). You’ve probably been seeing the below notification when logged into the AdWords interface. Google’s reasoning for the cap removal is to help advertisers increase conversions. While more conversions sound fantastic, advertisers with strict CPC KPIs or low conversion data should be especially careful when using ECPC.
Bing Ads will end support for creating new and editing existing STAs. To help with the transition to expanded text ads, Bing Ads recently made changes to easily convert standard text ad (STA) to expanded text ad (EXTA) via Bing Ads Web UI and Bing Ads Editor. Since the launch of EXTAs, there has been a great adoption of this new ad format across many of our customers globally and it continues to grow.
After building tables or charts in the drag-and-drop Report Editor, advertisers can embed them to a modular and customizable dashboard. The dashboards can be edited, shared, downloaded as a PDF, and even set on a recurring schedule for sharing. A KPI widget and a text widget are available to include comments to accompany the reporting widgets.
For search advertisers, Google is launching a beta to serve AMP-enabled landing pages on mobile from Search ads. Advertisers that have created landing pages in AMP HTML will be able to designate them as their mobile landing pages at the ad level in AdWords. After users click a search ad from mobile, the ad will direct to the AMP landing page, which should serve up much faster than standard landing pages. Google says early testing has shown improved user behavior and conversion outcomes.
The updated SDK will now include an extension that lets publishers build content that’s publishable in all three formats, beginning with support for Google’s AMP in addition to Facebook’s own Instant Articles. In the weeks ahead it will also include support for publishing to Apple News, though the company didn’t provide an exact launch date for when that feature would be added.
Twitter is introducing its own kind of ice-breaker. Twitter is rolling out Direct Message Cards that attach a menu of buttons to a Promoted Tweet that people can select to start a DM thread on a particular topic with the advertiser’s bot or the humans that may manage the brand’s private messages.
This week on The PPC Show, Paul and JD break down the top news and trends in ad tech and digital marketing. We’re breaking down AdWords Quality Score reporting, Twitter advertising audiences, AdWords offline conversions, Facebook Delivery Insights, and Google’s “buy button”.
Episode Show Notes
Plus, no more hovering over individual keywords to see Quality Score data.
2 Things to Highlight
- Data by day – segment it and watch your QS change over time.
- The big new development is advertisers will finally get some historical Quality Score data in AdWords. Four new columns — “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.)” — show the last known score in the selected date range (as far back as January 2016).
Google is opening the beta for its “buy button,” dubbed Purchases on Google.
Google hasn’t made an announcement about it yet, but advertisers can request access to the Purchases on Google beta via the Merchant Center Programs section in Google Merchant Center, which is accessible from the three-button menu drop-down.
- Imports from files can be scheduled daily or weekly.
- Need to use Google Sheets or link to a file over HTTPS or SFTP. You can’t upload a file on a schedule obviously.
- Uploads can be scheduled to import daily or weekly.
- Last June, Google launched a native conversion syncing solution for Salesforce users.
“Google is running a new style of AdWords ad that includes an expandable section which will then display an added carousel on the bottom of the ad. This format is similar to some carousels we have seen used in AdWords ads, except these ones cannot be viewed without expanding the section first.”
Biz Stone is going back to Twitter. Medium and Jelly. Welcome back Biz!
The micro-blogging giant has also chosen to start tracking what apps are sitting alongside Twitter on users’ phones, their locations and what websites they’ve visited. For the latter, that’s only for sites that integrate Twitter content, like embedded tweets. Furthermore, the company will “not store web page visit data for users who are in the European Union and EFTA States.
It’s easy to understand why Twitter is making these changes: it’s been reporting some torrid financial results of late. In February, it reported increasing losses from $167 million in the fourth quarter of 2016, compared to a year-earlier loss of $90 million. For 10 straight quarters it’s reported slowing growth. More targeted advertising should mean a boost in revenue. And, as it noted in a blog post, the changes are designed to make the whole Twitter experience tailored, so tweets likely to be of more interest to users are delivered direct.
Settings & Privacy -> Your Twitter data
- Paul: You are currently part of 18291 audiences from 3842 advertisers
- JD: You are currently part of 13733 audiences from 3078 advertisers
Check your Twitter Data: https://twitter.com/settings/your_twitter_data
Ever wonder if your ads are competing for visibility in the Facebook auction? Or how much they’re competing against each other? There’s a lot that goes into determining who sees which ads on Facebook. Put simply there’s too much content available to be able to show people everything they could potentially see on Facebook, every day. Well Facebook took some big steps toward providing more campaign transparency and predictability with Delivery Insights.
The bug affected billing only for the following conditions:
- for the video carousel ad unit
- when the advertiser chose to bid on link clicks
- and only for people who were on smartphone web browsers
Facebook updating the News Feed algorithm to further limit the reach of clickbait. Facebook is rolling out an update so people see fewer posts and ads in News Feed that link to these low-quality web page experiences. Similar to the work we’re already doing to stop misinformation, this update will help reduce the economic incentives of financially-motivated spammers.