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gallery ads

Google’s New Gallery Ads-Everything You need To Know

Besides being a Google advertiser do you like the various carousel ads on Facebook and Instagram and want to get the same feature on Google Ads? Well, the wait for this just got over with the new year of 2019. Google has introduced the Gallery Ads this year in the Google Marketing Live Keynote. The announcement of Gallery Ads by Google has led to a storm in the market. These interactive ads  are present on the top of the Search Engine Page Results. These ads usually include a display URL or text headline and the most important feature is that it features swipable image carousels.

 In these ads, every image is accompanied by a tagline, and with a headline on top of the screen to let the user swipe into your carousel. The advertisers can include up to 8 images, each with a tagline caption of 70 characters. You can also write up to 3 different headlines to test all the kinds of combinations. Whether you are looking for the nearest Subway outlet or Baskin n Robbins, you always rush to Google for help. According to a test conducted earlier on the Gallery Ads, it showed that it is capable enough to drive more than 25% of the engagements than the standard text ads. These ads are particularly focused on smartphones to effectively communicate with the audience. 

Take a look at an ad on the other side of the screen, imagine what if the image would have been replaced with a description, It would turn out to be a boring ad, and not effective at all. The reason is that the image of that Spicy Chicken Burger in the ad did a great job in exciting your taste buds and virtually tried to satisfy your hunger. If you would have seen this ad at the beginning of you customer journey, then it would definitely leave a strong impression on you. But if you saw that in the end, the picture of the Spicy Chicken Burger won’t be good enough to close the deal. This is the main reason why the Gallery Ads were introduced, to create an impression on the user’s mind.

In the case of B2C companies like gyms, hotels, spas, etc should give a try to the gallery ads. With the ability to showcase their products and services in a single ad to make very much effective. Let’s take an example of you working in a travel agency and you are advertising the Mexican Resort. Therefore to drive in a lot of mobile traffic to the website, you would create an ad group for people who would belong to keywords like “Summer Vacation”, “Mexico Hotels” and “Mexican Resorts”. How do you think the customer would resist swiping through your mesmerizing carousel on the net? This is the best way of converting too. As the human brain process the image part 60,000 times faster than the text with a process of 14 milliseconds. 

Now taking the case of B2B companies, gallery ads can help you achieve victories. For example consider yourself to be in charge of paid search of a company that helps small businesses to build landing pages for the ads. Pictures of benefits you provide, quality scores, conversion rates would make you ad more appealing. This could help you to communicate the value of the product and brand your business as a friendly resource. The consumers are more likely to retain the content with a visual image as people remember 85% of what they see and 15% of what they read. Keeping in mind that images are hard-hitting and more memorable than plain text, Google has left its long lasting impression by introducing the gallery ads.The customers have actively responded to the ads with a swipeable imagery gallery. With the increase in the competition, the digital market pays to get into the next big thing early. Being an advertiser, start to create your very own gallery ads as soon as they are available to you. The faster the move you will make, the greater you will be able to hold the advantage over your competition.

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How To Excel In Snapchat Marketing In 2019

Snapchat can be considered as the official tool for businesses and marketers to do their advertising here. Snapchat has approximately 192 million everyday active users. It seems to be like every brand is on all the social media like Facebook, Pinterest, etc. Due to so much competition, it can be difficult to get yourself stand out of the crowd. Though Snapchat is increasing in popularity among the brands very quickly, there’s still a little less competition here than the other platforms. By being here, you will be reaching a new audience in a different way. Snapchat amplifies social media marketing, the advertiser can edit the images with filters or adding effects. You can make your product go to the younger audience.

In the last few years, Snapchat has seen an increase in growth with user engagement and activity which is alone enough to capture everyone’s attention. Snapchat currently has a younger audience, though the older one has increased in the last few years. Therefore, the expert’s advice’s people not to completely rely on Snapchat for results. Mentioned below are the tips which will help you find ways to build your own marketing strategy:

1. It is estimated that 95% of Snapchat users are aged between the age of 18 to 24 years and around 92% of those people belong to the age group of 12 to 17. It is very important to remember that one needs to have a strategy before using the channel as a brand. The best way to lay down your objectives can be done by setting goals.

2. Validate your assumptions about targeting the audience after setting up your objective in the strategy. Not every adult use Snapchat in the same way and you need to understand it. Snapchat was started for the people to interact with their friends in a fun way. Brands should do something like that to stay in their viewer’s head.

3. Never put in the same content in the Instagram story as that of your Snapchat one. It’s much better to reduce your posting frequency instead of posting the same concept. Try to be more and more creative by understanding your audience. Your campaign should be fun and engaging.

4. Use your content by making the followers feel important by sharing special announcements, interactive content, fun contest, etc. It’s very easy to advertise on Snapchat but all it requires is to be fun and authentic that will be much appreciated by the followers.

5. Since last year, Snapchat has been improving its advertising formats. It’s much better to reduce the posting frequency instead of posting the same content every now and then. Snapchat has brought in any changes over the last two years to improve advertising skills. It has now started to provide various ad formats that an advertiser can try out. Snapchat provides the self serve ads which prove out to be both challenging and exciting.

6. Not many marketers are willing to spend more money or time on the Snapchat ads. Snapchat is a basic platform where the creative team of advertisers can practice their skills in a wider audience to send your map into the audience.

7. What if the advertisers would get a chance to use the AR technology on Snapchat? Augmented Reality is something that makes Snapchat stand out of the crowd. More than 40% of the users play AR for more than three minutes every day. AR is undoubtedly a part of our lives and probably one of the biggest reasons for marketers to invest in Snapchat Marketing.

8. A good way to find new followers is to cross-promote your presence to other channels. Cross promotion can play a different role on every channel. Make sure that you promote the right people at the right platform.

9. In the year 2019, Snapchat has introduced the shoppable ads but many of the marketers have still not used it. Shoppable brands allow retailers to import their product catalog to ads to make it easier for the consumer to purchase the products. This can act as a big opportunity to bring an increase in sales among the younger audience who majorly spend their time on mobile phones.

Snapchat isn’t dead at all. Snapchat has shown great potential for targeting the young audience. However, if you feel that your marketing strategy should be more focused upon the young generation, then there can be no better place than Snapchat.

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Google keyword planner

New Ad-Ups on Google Ad Keyword Planner

Keywords are the phrases and words that are used in Google ads to find the audience the advertiser has been searching for. The right keyword can put your ad campaign in front of the right audience. The Google Keyword is a powerful and useful tool for keyword research built into the interface. This tool helps the advertiser to find keywords to create new Ad groups or campaigns. A list of good keywords can generate conversions for your website. But now if you would log into the Keyword Planner, you might see several new features like the ones mentioned below:

·        Grouped Keywords

They are now available on the grouped ideas menu option. One can add all or some of their desired keywords in a grouped idea to a new or existing ad group. One can cover the full spectrum of the person as being searched for and discover the other related terms that may not come up on the keyword creation.

·        Average Monthly Searches

Individual keywords can be seen monthly on the chart which helps to provide more detail in terms of search volume quantities and monthly breakdown.

·        Addition to Existing Campaigns

Besides being able to save new keywords to a plan, one can add new keywords to the existing campaigns. This will help the advertiser to not put in the extra hard work again and again for the ad campaign.

·        Competitive Column

This feature has been added to show how the competitive ad placement is available for the keyword. This cuts out the clutter that is scored by the competitive accounts and allows the marketers to gain a more accurate idea of space in terms of specific advertising campaigns.

·        Daily Budget Suggestions

When the keywords are added to the plan, it provides a daily budget to make sure that the campaign budget isn’t limited on any day at a forecasted time period. For the B2B companies often see a lot of searches related to their product during business hours but might see a decline in sales during holidays. This feature helps them to figure this kind of problem out. Also, it is always great to monitor your ad performance over time, this can help the advertisers to have a strong start of their campaign.

Google has paid attention to the Keyword Planner for good results in their client’s business. The ability to add keywords to existing campaigns is a boon for a lot of advertisers.

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All You Need To Know About Fine-Tuning Controls For Google Bidding Strategies

In the Google Marketing Live this year, Google has unveiled several updates around the bidding controls. In addition to the Iconic Discovery ads and the Bumper Videos, Google has something for every marketer who would look out for the new strategies that will roll into their accounts. Google has decided to provide a new control for the users for the bidding strategies. One of them is called the Manual Bidding which is not simple for sure and is mostly used to select proper automation, implement solutions, monitor operations and tweak targets for better alignment. But apart from this, we have the automated bidding strategy which is responsible to take heavy lifting and guesswork out of setting bids to meet the advertiser’s goal. 

The advertisers mainly use the automated one to save time in managing bids and set their own bids for specific ad groups and keywords. It’s more important for Google to help marketers scale with automated solutions. With the growing businesses, Google has introduced this feature for the advertiser’s ease to set more precise tailored bids for each auction. The characteristics of the new controls mentioned below are useful for Auction Strategies.

  1. Setting Up the Campaign Level

Being the most significant feature, the advertiser will be able to set conversion goals for every specific campaign instead of the account level. For example, you may have campaigns in which a visit is the desired conversion action and others in which a download is a conversion goal. Every advertiser will be able to assign distinct goals to the desired campaigns for the concept of conversion bidding. This feature allows the advertiser to form groups of conversion actions sets.

Read More: What’s New For Responsive Ads?

  1. Maximization of Conversion Value

Despite the launch of Maximize conversion bidding strategy in 2017, Google has now launched it back again in the market with the feature of maximizing conversion value. Whereas the maximize conversion aims to the generation of as many conversions as possible within the budget. The new strategy aims to optimize the greatest conversion value for the brand campaign on the net.

  1. Seasonality Adjustments With Smart Bidding

This strategy aims to account all the seasonality spikes in-text ad campaigns. Google claims to offer an option to tune in the seasonality adjustments around the promotion calendar all around the year. The advertiser with their clients will be able to schedule adjustments around the promotion to account the higher conversion volume. Google is also planning to add smart bidding for shopping ads in the seasonality signals

  1. Conversion Value Rules.

Value rules are expected to be out in the coming months to give the advertisers flexibility in assigning the values to the conversion actions. With this feature the bidding strategy, one will be able to set conversion value rules based on the attributes like the device, location, and audience.

Manual bidding is still going to be available to the users but Google said that more than 70 percent of their advertisers are using the automated bidding. This is Google’s way to give its users more access to control. The campaign level conversion settings are the most notable of these updates, but with greater flexibility to bring out conversion and auction strategies to the specific business intention of the campaign.

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Discovery Ads

Everything You Need To Know about Discovery Ads

Google has hit the market with a big bang this time with its key theme of Discovery Ads. Starting from the Gallery Ads which will allows the advertisers to combine persuasive images and will give out interactive ads on the network to the mind-blowing Bumper Machines, which will allow the business owners to create multiple 6 seconds ads to customize audiences, there is not even a single piece of flaw that won’t make your brand popular in the crowd and help in bringing the impressions. But a new super handy type of ads called Discovery Ad has been introduced, here, the advertiser serves carousel ads to prospect when their customers are most open to looking for something new on the web. 

This time in addition to shopping and display, Google advertisers have another way to prospect tangible images and tell their product’s visual story to everyone. The advertisers will have a chance to showcase single or multiple images of their service in a swipeable format. One can say that this is something Google might have taken from Facebook in order to help their customers. Whereas, Facebook has allowed its advertisers to attract passive browsers with creative imaging content. Now the advertisers can access this feature on Google but with a plus point of audience targeting, greater reach, bigger platform and with more new prospects. In the Discovery Ads, Google uses machine learning to serve the best collection of descriptions and image creation for the advertised theme. Google has automated the ad optimization process for the advertiser to help them target more and more correct users. In here, the advertisers must know how to take advantage of Google’s algorithm and show more click-worthy ads. As Google said “ Discovery Ads are reaching more than 800 million users”, despite this fact, the advertiser’s will be able to serve their discovery ads even on the Youtube home feed, Gmail social and promotional tabs. These ads are very native and in-feed. With Youtube allowance for the ads, this forms up a multi-channel platform for more reach and a larger net to cast over your viewers. As mentioned earlier that these ads live in the feeds and not on the search, it is not fundamentally bad at all. Also in the absence of search intent, targeting the audience becomes very important with the creative content. The advertisers must have the ability to know how to leverage the audiences while telling their brand’s story and gain the power to engage new prospects on a greater scale. Discovery Ads is a golden opportunity for the advertisers and also very important for Google itself to give them a whole unique way to monetize Google Discover which replaced Google feed. The reason why Google Discovery was introduced was to contend shifts in the search activity like the shift from answers to journeys, from text-based to visual pieces and from queries to minimal queries. This enabled the users to toggle a more or less ticker any piece of information that is or isn’t appealing to them. In this way. Google uses machine learning to tailor the feeds of a viewer according to his tastes and specifications.Having 800 million viewers of Discovery Ads is a huge number, with the fact that it has been around for only six months or so. These ads are expected to drop around later this year as Google did not announce any specific date. All the advertisers around the world are looking forward to the Discovery Campaign type to pop up in the Google Ad UI.

Read More: Smart Strategies To Grow App Business With Ads

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Tips to Boost the Performance Of PPC Campaigns

Pay per Click (PPC) Advertising is one of the most popular methods of advertising and also the most effective one as it generates immediate and qualified traffic that is on the verge of converting. PPC has the power to display the ads to a highly targeted audience at the exact time when they are actually looking for your product or service. However, a tiny slip-up here or there and the entire campaign can lose its worth.  Therefore, it requires hard work, strategic thinking, proper planning and constant monitoring to achieve the set goals.

Read More: Smart Strategies To Grow App Business With Ads

These tips can help you to boost the performance of the PPC Campaigns:

1.    Track Everything

The best feature of this form of advertising is that it gives complete discretion to the advertisers to see where each and every penny of the business owner is going. He/she can even count the expenses incurred and revenue generated by tracking conversions, know which keywords and ads are producing the best results. Everything can be easily tracked. These figures are important to analyse and adjust constantly. Little changes with the passage of time can make huge and overall improvements, thus lowering CPCs.

2.    Optimize The Quality Score

Quality Score is the estimated quality of the keywords, ads and landing pages. When all of them are in correlation, it gives a better search experience to the users and this is rewarded by Google with an improved Quality Score. Consequently, this lowers the costs. So, each advertiser should focus on Click through Rate, Relevance of the Ad and Landing Page. And for these, the keywords and the ads should be highly relevant and must have a direct correlation.

3.    Remarketing could be a boon

Remarketing can be really beneficial for PPC campaigns as that allows the advertisers to show their ads to the users who have already visited the website in the past. This is a great way to increase the overall conversions as remarketing campaigns only shows the ads to the targeted audience who have previously shown some kind of interest. It also helps in connecting with the past visitors who are more likely to convert into a lead or sale. This is one of the best strategies which tend to have a higher conversion rate.

4.    Perform Competitor’s Analysis

Knowing about competitor’s strategies, strengths and weaknesses is a way to be one step ahead. It provides a plethora of information about your competitors to the advertiser. This not only helps in staying updated, but also the PPC campaigns can be upgraded to have an advantage over the competitor. The analysis could be done manually or by using some technical software.

5.    Optimizing Landing Page

This is in relevance to the Quality Score given by Google. Google’s Quality Score is a numerical value between 1 and 10. One of the parameters is related to the landing page and the number of keywords present on the landing page. Higher the Quality Score, lower is the cost and it directs more traffic due to relevant keywords on the landing page(s).
These tricks open up more scope of improvement which ultimately improves the performance of the PPC Campaigns. Taking care of loopholes, improving the Quality Score, optimising the landing page are some ways to boost performance and add more to the number of conversions.

Read More : What’s New For Responsive Ads?

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Mobile Application

Smart Strategies to Grow App Business with Ads

Technology has made our lives easier and smoother. Mobile apps have extended that delight to billions of people around the world, providing them with everything on their phones with a touch, thus paving a way for app developers to unlock new business opportunities. However, these apps can be used to scale the business.   

Following a few tricks and strategies can help make an impact.

1.    Find the right app users

Acquiring smart users is very important. It involves reaching out to those who are highly engaged with your app. It means they spend wholesome time on your app and can help in generating good amounts of revenue. Google App campaigns provide bidding options which can support your growth goals. Example: Target CPA bidding helps in finding new users who might install your app and take an in-app action.

It is essential to know and decide the goals in advance. It includes deciding the amount of expected revenue which must be generated in relation to the cost of driving those installs and actions. Therefore, it is must be considered that a high Target Return on Ad Spend (Target ROAS) is set. It implies that the users who spend more likely to spend more, and the ones who pay less are likely to spend less. Also, if you’re looking for users who will spend twice as much as they cost to acquire, you can set a multiplier for your Target ROAS bid, it will help you find the right users accordingly.

2.    Retain the attention

Bidding is a great lever to reach the desired customers. The next step after the bidding is grabbing their attention. These apps are a new way to attract, acquire and develop attention. Also, different creative and relevant ads make it much easier.

3.    Different tricks for different platforms

• YouTube – Easiest way to promote your app. There are two ways to use YouTube placements. In the first situation, you can have at least one landscape image and one video. In the second situation, put an in-stream video.

•    Ad Groups – As per this method, you can set up multiple ad groups within the same campaign and tailor the assets in each ad group. You can even set different “themes” or a different message for different customers.

Read More : Pay Per Click Strategies To Be Implemented In 2019

•    Agency Partnerships – These can help you managing creatives from one end to another, starting from design to reporting.

4.    Monetize more easily

It is important to create a sustainable revenue stream for your business. In other words, it is important to keep the users engaged with your app and monetize it effectively. However, it is a difficult thing to balance. That’s when you can use automated solutions to maintain earnings and to deliver a great user experience at the same time.

These bonus tricks can help you boost your app:

1.    Providing an option of image search

2.    Only putting high rated ad content

3.    Using user metrics regularly

These tricks can help all the app developers in growing app business with ads. These not only help in retaining customers but also in adding more.  

Read More : How Did Social Media Marketing Change In 2018

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Have you figured out your social media marketing strategy? If not, we won’t blame you, because last year has been a whirlwind for the social market. As Facebook has shrouded in controversies due to their changes in the algorithm and led to privacy concerns. Instagram came up with whole new business features while crossing the one billion user mark. In that span, all the brands got bolder and launched controversial campaigns as the users wanted to see the brands get real. Social Media Marketing is a powerful way for businesses to reach prospects and customers. If your brand isn’t speaking to the audience through social platforms like Twitter, Facebook, Pinterest, then you’re missing out! Great marketing on social media can bring success, therefore creating devoted brand advocates and even drive leads and sales. Before you begin to create marketing campaigns for social media, consider your goals. Starting a campaign without a social strategy in mind is like wandering around in a desert without a map or compass. Most of these social media channels yield quick results, for example, influencer marketing can help you earn quick results in the terms of sales, but instead, you earn sales on a per post basis. According to reports, global social ad spending has doubled from 4.16 billion in 2014 to $31 billion in 2016 and is projected to reach another 34% in 2019. The different types of social media platforms for advertising are Social networking, Micro blogging, Photo Sharing, and Video Sharing. Social media can also help brand built connections that in turn support into SEO efforts. Marketing land is very much similar to the search engine land which covers all the facets of internet marketing, including the popular topics within social media marketing.

Read More : How Did Social Media Marketing Change in 2018 ?

Positive social media Return On Investment doesn’t happen by accident. Taking time to audit your social channel can help keep the cost of labor and ads down. No matter what you are selling, your strategy should be data-driven, which means it should focus on social media metrics as that matter the most. The likes and shares are good to have but aren’t meaningful if no engagements and sales are produced.

Twitter is the social media marketing tool with 328 million monthly active users, which also lets you broadcast your updates to the audience across the world. Following tweeters in your industry or related fields will help you gain a steady stream of followers in return. Twitter has revolutionized breaking news and provided access for the audience to connect with both niche and mainstream influencers. Many businesses aren’t sure how to tackle marketing on Twitter for a paid perspective. Always keep in mind to mix up your tweets about specials, news, discounts which act as brand building tweets. Always, make sure to retweet to every customer’s reply even if it’s a query or a good remark. Using Twitter as a marketing tool revolves around dialogue and communication, therefore interact as much as possible to nurture and build yourself and the brand name.

On average, a thousand ad impressions on Twitter ads cost between $9 to $12 while clicks cost roughly around 25-30 cents each. Both of these campaigns bring about a similar level of engagement for a minuscule price difference. This price has been increasing over the last two years due to more marketers taking advantage of the platform. Some of the twitter advertising advanced tactics are mentioned below :

  • Always use a relevant and compelling image that gives a context to the user, fits your brands and draws attention.
  • Be very targeted with products for promotion among the users.
  • Twitter excels at the direct connection between the brands and the consumers. This can be an advantage for the advertisers.
  • The way to get famous is to make your tweets controversial. You don’t need to use a personal account to engage. Try to tweet out questions in them. Also when you are tweeting links, add a line of your own to spark a conversation. Being more conversational means higher engagement, which results in additional activity for the account in the long run.
  • An option to use Periscope, which is a live streaming app owned by Twitter itself. It can integrate into twitter so your live streams show up in your follower’s twitter feed.
  • Plan ahead, like for October, you should already have content and tweets to go with Halloween. Also try using the hashtags like #Halloween,#scary, etc as they are pretty much popular at that time of the year.
  • Learn to engage your followers during the chat and don’t forget to @mention them so that they can receive a notification at last.

Managed ad services on twitter are ideal for all the businesses to drive in new sales and profitable campaigns from day one. If you have a social media marketing budget and need immediate results, then paid social advertising run by experts is a good way to go. Paid social media advertising is a highly cost-effective way to expand your reach. If you play the cards right, get yourself the right content and offer it to a huge audience, the success is definitely with you. By keeping your eyes on the users of Twitter, the advertisers can squeeze out great returns of your investment.

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Upcoming changes in Google Ads in 2019

To give our users the dictionary definition, Google Ads is an online advertising service developed by Google to help marketers reach their customers faster.  When someone searches a specific term say “shoes” on google, it would throw up a list of searches for you. But if you look closer, you notice that the top and bottom results are ads. These are called google ads and they are of  different types of google ads, mentioned below :

  • Search ads: When a user searches for something on google, the ads which appear above the organic listing are called search ads. They are usually marked “Ad”. Factors like targeting, keyword, landing page experience, conversion rate, etc matter a lot in showing up of these ads.
  • Display Ads: While you are viewing a video or reading a post on some random website, you see ads in different places on the page and in different dimensions, these are display ads. They are displayed only on advertising-supported websites.
  • Shopping ads: If you’re a retailer, this campaign type is something you will want. This ad type boosts traffic to your websites and helps in generating quality leads and conversion. These ads take all the details from google merchant center, match the search query and display relevant ads to the user.
  • Video ads: This ad type lets the advertiser run video ads on Youtube and other google display network. This type of ad helps the advertiser to get better targeting, more reach and metrics like views, clicks, reach and frequency, performance, etc.
  • Universal app campaigns: This one is helpful for businesses with a mobile app. The advertisers can promote the app across search, Youtube, play store and display.

Read More : Everything You Need To Know About Frequency Capping.

Google has always been very consistent with its work, it has brought up some heat with the invasion of the ads at Google Marketing Live. Whether you are an advertiser, online consumer or an agency, your head must have been revolving around to know that how these changes are going to impact the experience of the advertising industry both in 2019 and beyond. Let’s dive into nine Biggest announcements of all the time made by Google.

  1. The Discovery Ads

Google has introduced new discovery ad formats to revamp the shopping experiences of the net. These ads are the native ones which appear in multiple google feed environments like Youtube home, Gmail promotional tabs, that discovery ads are willing to take the advantage by allowing the advertisers to show ads to the prospects at the moment when the consumer is most open to finding something new. As 86% of consumers take a product related action within 20 hours. These Google Discovery ads are aiming to reach 800 million users globally. These ads will be available to the advertisers later this year.

  1. The Gallery Ads

These compelling units are aimed to appear at the top of mobile search results. Plus with a scrollable gallery with four to eight images. Advertisers pay for these on a CPC basis, either when the user swipes to the third image in the thread or when the user clicks through to a landing page. However, the cost of the swipe and cost for a click would be the same. On average, Campaigns that leverage the Google Gallery Ads have experienced an increase in user interaction up to 25%. These ads will be rolled out for the advertisers later in 2019.

  1. The Smart Bidding

Out of the many ways, Google is now implementing machine learning across the advertising properties, out of which the most prominent one is smart bidding. Being a subset of automated bid strategies that use machine learning to optimize for conversion value in each and every auction. This feature is mainly used to save time and improve performance. Google is now introducing big improvements like if you have an individual conversion goal, you can optimize all your bids within the campaign itself for all the goals. The next thing is if you want to optimize your bids across several ads, you can create a set of conversion actions. Another one is if you have an upcoming event that is expected to raise the conversion opportunities, Google Ads will specifically optimize your bids for that period of time and then normal it afterward.

  1. Super Bumper Ads

It’s no doubt that youtube uses its platform to offer valuable real estate to marketers. We watch billions of ads or videos on Youtube every day. These are called bumper ads which is usually a six-second video format ideally used to drive brand reach and frequency. According to Google data, a series of 3-second bumper ads can leave a much more impression on the consumers than a 30-second ad does. These bumper ads are built with these shorter sessions to stay somewhere in the back-end of the viewer’s mind. But the main question is what you can say in six seconds? The answer is EVERYTHING.  But also the compressed video should give a logical and effective message. The introduction of the Bumper Machine will help the advertisers to turn any video of 90 seconds into a collection of Youtube bumper ads. Plus, with a suite of basic editing tools that give you total control over the final video/s and no additional charges to the advertiser.

  1. Customer Match

A new feature that helps in targeting options that allows the advertisers to create custom audiences for their ads based on email lists that can be directly uploaded on the drive. The conventional Facebook Ads have been changing gradually over the past few years. The customer affinity audience is used to target a group of people who demonstrate an interest in a specific service. But the ability to target prospects based on their interests will be housed in the custom audiences bowl.

  1. Audience Expansion Tool

The brand new Audience expansion tool can be used to reach consumers who behave similarly to the people within that custom audience. This might sound familiar to you, as it is the same as Facebook’s lookalike audience. This tool will enable you to grow in real numbers who see your offers while ensuring that your offers are very much relevant and useful to them.

  1. Shoppable features

Only a few months, Instagram introduced new functionality that allows the customers to buy things directly within the app itself. But nowhere is Google with a lookalike feature with a pilot version of it. The advertising vendors can take advantage of this feature for increased revenue or sales. Therefore, Google is now enabling online shoppers to make purchases directly within the shopping interface. As it also promises all of its users for an easy return process and top customer service.

  1. Shopping Showcase Ads

With the theme to deliver relevant ad experience, its important to understand the user’s interest. Google has emphasized the importance of using visual images to inspire consumers whose search queries indicate that they are hoping to discover new products. They are planning to expand showcase shopping ads to an additional one. This idea that these users are searching for inspiration, hence they can benefit from exploring an array of options for them. The reason why the advertisers are excited about it is that it enables us to deliver those discovery based shopping experiences on a broader range around the world.

  1. Local Campaigns

With the emergence of digital media, here comes an opportunity to influence your viewer’s purchase decisions before they even enter your store. This gives you a chance to deliver some of your ideas to the viewer. This feature of Google Ads is somewhat similar to the responsive ads.

These features are still under its way to make it through the market of so many other competitors. Google has never failed to amaze us with the new features and keys in the digital world.

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Everything You Need To Know About Frequency Capping

Imagine you are on a grocery shopping website, looking to order a dozen of apples. But you don’t trust the site’s vendor and you decide to drop the idea, so you exit the site. Now you open your social media, and in the middle of your news feed, you see the advertisement of apples from the site you just left. You log into an e-commerce site, you see your apples in another ad again. And then, on the very next site you visit, you see those apples.

If you are the advertiser of that website, you just lost a customer because your product has been insistently marketed to the site visitor a lot of times which annoyed him. The number of times an ad is served to the same user is fixed by the advertiser itself. This concept is called Frequency Capping. It was introduced in ad tech in 1990, used to tackle the problem where the advertisers were paying to the useless impressions that weren’t even converting. This feature uses cookies to identify a unique user and to recognize the impression count. It is well known in the world of advertising, as this feature can create both creative fatigue and over saturation at the same time as the ad is displayed. Being an advertiser creating an attractive digital campaign is a different thing and to identify the unique purchase journey of your brand is something different. Every advertiser needs to understand the varied types of buyers in the market. For instance, a buyer who is in the market to buy a larger purchase has a different need than someone who is in the market to buy a smaller product. If the advertiser fails to account this basic difference, the product won’t be able to step out to the customer’s need and result in a waste of millions of dollars and time. This concept has helped the advertisers to get a better ratio of conversions and impressions. Re-targeting is the rule of branding and conversion optimization tool but works only when a part of a large digital strategy. Strategies involving content marketing, targeted display are the best uses of retargeting of a campaign. But retargeting can’t drive people to your site. Let’s take the example of pixels. Beyond the massive viewers, there’s no chance for reasons why Facebook is not an advertiser’s dream. The snippet of code is inserted into the back end of the website, called Facebook pixels. It helps to decode key performance metrics generated by a particular platform. These Facebook pixels helps the businesses to grow and raise their platform on the world’s biggest social network. The pixels help the business holder to customize his audience, track conversions and many more in just a few clicks.

Hereby another term in the field of Frequency Capping is dynamic retargeting, a solution that generates personalized ads based on the user’s past engagements. These are mostly showed up on the basis of the items left in the cart, geographical location, and past purchases. Google provides the service of dynamic retargeting for online retailers by adding pixels to all the pages of the retailer’s site. This specific level of targeting is useful to draw people in plus the conversion for a specific set of items the same as the case of Facebook pixels.

Also remarketing in Adwords, consisting of static images, videos, text ads, etc are usually found on the Google Display and Google Search Network. Adwords feature allows the individual to show the ad to their past visitors as they browse the websites and apps on the Display Network. It also allows the advertiser to serve an ad to the people who have interacted with the company’s Youtube channel or other videos on the net. By tailoring your ad to a highly specific audience will show a tremendous return in the company’s accounts.

Read More : Why Digital Marketing Is Best For Your Business Growth ?

Now coming back to the rubric of this article, Frequency Capping is all about setting up a number of impressions of your campaign you will allow for a single user to have in a day, a week or a month. You can also choose whether the limit applies to a group or the whole campaign. Frequency capping is used to save the audience from getting annoyed with floating ads or pre-roll videos. These ads are kind of intrusive, therefore showing them too many times will definitely make the client run away.

Therefore, being an advertiser, it is critically important to make his client’s brand stand out of the box of other brand campaigns. Once he has established the best way to reach the customers then all he can do is increase the conversion by utilizing Frequency Capping. Advertisers also need to understand how many times their client’s campaign should be displayed to the user instead of being like the grocery shopping website.

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