Rachel Poole and Sarah Kemp detail the latest in paid search industry news including cross device remarketing coming to the Google Display Network, video ad updates on Snapchat and Twitter, and possible changes to Quality Score reporting metrics in AdWords.
Cross Device Remarketing Available On GDN Mid May
Cross device remarketing will be available on the Google Display Network from 15 May, 2017, Marketing Land has reported. This means that advertisers using audience lists in Google Analytics will be able to show ads to users who visited their sites on one device on another device when signed in.
Google is advising the following in Google Analytics:
Advertisers should now consider frequency capping and message sequencing in their campaigns. They should also look at bidding and device targeting, and review their privacy policies regarding data collection.
Full Screen Snap Ads Come To Snapchat
Snapchat has announced it is adding full-screen Snap ad formats to its self-serve ad options.
Expected to land on 1 May, 2017 the new platform for Snap ads will run on the Discover portal as well as between users’ curated stories.
The full-screen vertical video ads will be available for full self-service buying, which is expected to reduce fees for advertisers.
In-Stream Video Ads Come To Twitter
Twitter has enhanced its premium content advertising offering with the introducing of in-stream video ads. The new video ads, which include pre-role and mid-role ads, run in content created by Twitter’s partners, including TV networks, sports leagues and news outlets.
Mo Al Adham, senior product manager, revenue, at Twitter said in a blog post:
In recent experiments, we’ve been automatically promoting videos with high engagement from select publishers. Not only does this drive more views for the publisher, it also allows advertisers to get their message in front of a larger target audience. We have seen early success in the US and look forward to rolling this out more widely in the year ahead.
According to Al Adham, Twitter conducted brand effectiveness studies with Nielsen and found that people who saw video ads on Twitter were:
- 50% more aware of the advertiser’s brand
- 14% more favourable about the brand
- 18% higher purchase intent
Twitter will announce more information in its NewFront presentation on May. 1.
Is Quality Score Reporting Coming To AdWords?
Quality Score reporting metrics could be about to change in AdWords, Search Engine Land has reported.
The site quoted a blog post by Anver Pinchover, which described a new series of reporting columns on Quality Score metrics coming to the AdWords UI.
The new QS metrics could include seven new data points:
- Expected click-through rate
- Ad relevance
- Landing page experience
- Quality Score (Historic)
- Ad relevance (Historic)
- Landing page experience (Historic)
- Expected click-through rate (Historic)
Advertisers would be able to segment keyword reports by day, enabling them to analyse Quality Score trends.
More Paid Search News and Advice
Check out our previous PPC news roundup: Google Announces Ad Extension Updates