In this monthly post we bring you the latest information from all major platforms.
What: Google is expanding lead forms on Youtube and Discovery campaigns
Details: Lead form extensions (which are currently active in search) now extend to Youtube and Discovery campaigns.
A hit: Google has become increasingly B2B friendly in recent years. The success of Lead Forms on other platforms has put pressure on Google to provide a suitable offer. Expanding this option to new platforms offers marketers both volume and efficiency opportunities.
What: Automatically update customer match lists with Zapier
Details: With Zapier you no longer have to manually upload, sort or remove contacts from a list. The integration would automate this process through your customer relationship management system.
A hit: Those who sign up would benefit from more accurate representations of the target audience thanks to the current customer match audiences and the alignment that comes directly from them (similar audiences).
What: Google is improving control over shopping ads by country
Details: Google added the attribute "purchase_ads_excluded_country" so that advertisers can avoid showing their product in certain countries that their campaign may be targeting.
A hit: Advertisers no longer need to create unique feeds for countries with different product availability / range.
What: Simplified image requirements for app campaigns
Details: Currently, app campaigns accept more than 30 sizes and dimensions. Later this year, Google will switch from size-based to ratio-based image specifications. Only three aspect ratios are required.
A hit: Simplified specifications improve the situation for all members. For advertisers, testing of creatives is made easier. The number of inquiries is reduced for creative departments.
What: Maximize the conversions available for app campaigns
Details: The maximum conversions for the automated bid strategy is now also available for users of app campaigns.
A hit: Advertisers whose budget and volume focus on CPI now have an automated app strategy that suits their needs.
What: The performance planner gets numerous new features to improve budget planning
Details: Upgrades to Performance Planner include support for shared budgets, the ability to share plans for viewing or editing, and projections that account for conversion lag.
A hit: Whether it's a platform tool, manual analysis, or proprietary technology, projections are often more of an estimate. Google's Performance Planner now makes it easier to collaborate on plans via the sharing feature and increases accuracy due to the shared budget support and conversion delays.
What: Google only gets a billing role
Details: The billing-only role allows access for those who just need visibility into an account's finances.
A hit: This level of access would restrict viewing and editing campaigns, which means it is likely a perfect fit for the finance department. Google continues to revise many of its access levels to provide a combination of flexibility and security for advertisers.
What: Bing Editor now includes campaign-level recommendations and associations
Details: Recommendations were announced last year and are available worldwide in the online interface. These are now also released in the editor. This includes tidbits like budget restricted campaigns, ad groups with no ads, keyword expansion ideas, and more. In addition, targeting at the campaign level is now available in the editor.
A hit: For recommendations, the "sample value" of these suggestions is now also switched offline. In the meantime, target group associations at the campaign level create cohesion with Google and make the selection at each individual ad group level superfluous.
What: Microsoft Audience Ads are expanding to Australia, New Zealand, France and Germany
Details: Expect the rollout for Australia and New Zealand on August 18, 2020 and France and Germany on September 8, 2020.
A hit: For those who have had success with Microsoft's native offering, the Geo extension is on the way.
What: Free product listing ads on the Bing Shopping tab
Details: Similar to Google (as always), Bing is introducing free product listings on its shopping tab. No action is required to register. However, if desired, there are opt-out options.
A hit: The jury is not yet sure what the volume of these free offers on Bing is and what strategy is needed to maximize your impressions.
What: Simplified targeting categories
Details: Facebook combines audiences in certain cases where advertisers rarely use minor deviations in targeting criteria. For example, Facebook combined several options representing military bases or regiments, as the specific interests were rarely used. Other examples include cleaning up duplicates by removing "Key West", which mimics "Key West, Florida" that would remain.
A hit: Given that the data suggests low usage, there is a chance that a suitable and similar replacement will be found if advertisers discover that their target audience has been retired.
What: Facebook is preparing for iOS 14
Details: Facebook no longer collects IDFA in its own apps. In addition, Facebook reminds users that they have a choice of how to use their information on Facebook and through their off-Facebook activity feature. Most recently, a new SDK will be released that supports Apple's SKAdNetwork API.
A hit: If you work in the apps space, you have probably spent much of the last month preparing for this change. After iOS 14 is released, adjustments will likely be made for all platforms including Facebook.
If you missed the last month, check out the latest on paid media platform updates in July 2020.
Did we miss any important monthly updates? Not covering a certain platform close enough? Feel free to let me know on twitter @ Will_Larcom