It seems like every year or so, a new image-focused feature specifically for Search is released, and then shortly later it is sunsetted in place of a new test. While Gallery Ads will be formally sunsetted in August of this year, Image Extensions have now (re)launched in a closed beta. Here’s the scoop.
Do you want to know the easiest way to start a debate among marketers? Start talking about attribution. For years, there have been heated discussions in marketing meetings around the world feverishly defending–or protesting against– terms like last-click, first-click, view-through, click-through, and many, many more. Some brands and businesses favor a last-click attribution model, which only gives credit to the last clicked referral source, even if the brand or business was first discovered via an ad on a different channel. Although there is no hard and fast rule as far as what attribution method makes the most sense for your brand or business when looking at your cross-channel marketing, it’s important to note how attribution works within the Facebook family of brands in order to fully understand performance in those channels.
If you’re like many of our existing clients, you’ve probably experimented with Google Display campaigns in the past but haven’t found much success for the metrics that matter most – particularly if those metrics are conversion-focused. Google Display has never been a fantastic performer for direct conversions and many people who’ve tested it in the past, who are looking for more than just increased traffic and impressions, have found that display media dollars are better spent elsewhere on managed platforms like Criteo, SteelHouse, MediaMath and more. The problem with Google Display has always been that outside of Display Remarketing campaigns, it’s essentially an upper-funnel tactic. However, over the last couple of years, Google has added tons of new targeting options to help advertisers reach further down the buying cycle, particularly with the introduction of In-Market audiences and being able to layer on and combine custom segments and more audience data. Google’s Smart Display campaigns are meant to save advertisers time and drive better performance by leveraging automated targeting, bidding and creative.
In late April 2020, an interesting change rolled out across Google: The search giant opened their Shopping results page to show more unpaid, organic listings in the US. As opposed to the paid and coveted spots, where Shopping advertisers often compete, the Shopping tab now consists primarily of free product listings. This change does not affect the Google search results page and the change has only occurred on the Google Shopping page, with plans to roll out globally in the coming weeks. Paid Shopping ads will still appear at the top and bottom of the Google Shopping tab and experiments will continue with Showcase Shopping ads and other layout experiments often tested by Google.
If you’re a new Eboost client, or you’ve recently switched digital marketing agencies, your new team will likely recommend a restructure of your Google Ads (or Microsoft Advertising) account. There are numerous reasons to restructure an account, some of which we’ve outlined below, but more important than the reason for the restructure is making sure that our clients have accurate expectations of what they can expect post-restructure.
Do you have an organic Instagram or Facebook Page post that is generating a lot of engagement and features a strong call-to-action for your product or service? If the answer to our question is an emphatic “YES!” then we strongly recommend amplifying the existing post by turning it into an ad. Within Facebook and Instagram, you will have the option to “Boost” these organic posts to facilitate higher visibility, but with a boost, you’re a little limited in regards to the parameters that you can set. Instead, the best way to deliver this organic post to a wide variety of targeted people is by pulling it in as an ad.