How to Optimize Google Ads When Average Position Disappears

March 14, 2019 | 114 views

Google has announced that the “average position” metric will no longer be supported starting in September. Having been a Googler myself for almost a decade, I can only imagine the trepidation the Google Ads marketing team must have felt before making this announcement.With the near continuous change that is part of Google Ads, any update could set off a firestorm in the advertising community.

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SBW Advertising

We're a full-service marketing agency based in the hearts of two beautiful cities, Bristol and Cardiff. With clients across the UK, we put our passion into everything from brand strategy and insight, to recruitment advertising and employer branding. From TV, radio and outdoor advertising to traditional advertising and websites, we do that much more for you and your business.

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ADVERTISER CAMPAIGN MANAGEMENT

Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | July 19, 2022

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

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RETARGETING

AI Ad Campaigns for Improved Ad Targeting

Article | July 20, 2022

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

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SOCIAL MEDIA ADVERTISING

6-second Video Ads: Delivering Key Messages & Driving Results

Article | July 14, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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SOCIAL MEDIA ADVERTISING

Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner. Why CX Should be a Priority While Making Ads? Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology. Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads: Context is Key Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX. Value Addition Works Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience. Use Technology Wisely If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience. Rules to Remember While Making Ad Creatives Do not treat your audience as a set of data points Platforms are dynamic so you need to adapt to the changes in time Use technology to meet the expectations of your audience but don’t abuse it

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Spotlight

SBW Advertising

We're a full-service marketing agency based in the hearts of two beautiful cities, Bristol and Cardiff. With clients across the UK, we put our passion into everything from brand strategy and insight, to recruitment advertising and employer branding. From TV, radio and outdoor advertising to traditional advertising and websites, we do that much more for you and your business.

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MOBILE ADVERTISING

Full Circle Insights Introduces Microsoft Advertising (Bing) and Google Ad Support for Digital Source Tracker

Full Circle Insights | April 06, 2022

Full Circle Insights today announced that the company's popular Digital Source Tracker (DST) product now connects digital marketing costs from Microsoft Advertising to the client's customer relationship management (CRM) system. This enables digital marketers to see cost information from Microsoft Advertising and/or Google Ads as part of the DST's comprehensive view of the customer journey. The new release expands on the already robust reporting capability of DST for both digital and non-digital marketing attribution and funnel metrics. Taken together, these functionalities allow B2B marketers to track advertising impact on revenue and allocate spend to their most productive campaigns – all right inside the CRM. Microsoft Advertising is the second-most-popular advertising network after Google Ads. With Full Circle's integration of Microsoft Advertising into DST, B2B digital marketers can now report on their digital ad costs for Microsoft Search Network, including Bing and partner sites. This offers a richer perspective and clearer view of digital ad spending across multiple ad platforms. It also shows how these ads and costs contribute to digital responses and revenue, which is valuable information for anyone looking to stretch their marketing dollars to the fullest. Full Circle presents this new information in a way that's easy to access and understand. Digital marketers can now include the cost analysis for their Microsoft Advertising ads in Full Circle reports and dashboards that track items such as cost per lead, cost per marketing qualified lead and more. This functionality is now live with DST users able to set up the Bing integration, update reports and dashboards and take advantage of the new capability immediately. DST solves a persistent marketing attribution problem B2B marketers encounter: the inability to connect digital marketing touches to leads and opportunities inside the CRM. DST makes those connections visible. As a result, digital marketers can create more accurate marketing attribution models. Now that DST supports Microsoft Advertising and Google Ads, these attribution models are now even more precise. "Tracking costs across digital ad networks can be tricky, but this new Digital Source Tracker release simplifies it," said Bonnie Crater, President and CEO of Full Circle Insights. "Tracking costs across digital ad networks can be tricky, but this new Digital Source Tracker release simplifies it," said Bonnie Crater, President and CEO of Full Circle Insights. "The analysis takes place inside the CRM, so marketers can leverage reporting and dashboard tools that they and their sales colleagues are already familiar with, and also use the Full Circle Engagement, Cost, Effectiveness, and Revenue dashboards to make better decisions." About Full Circle Insights Full Circle Insights delivers marketing and sales performance measurement solutions to optimize a company's marketing mix and drive more revenue. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. Built 100% on the Salesforce Platform, Full Circle Insights products complement leading marketing automation solutions. Founded by former Salesforce executives, CRM implementation veterans and marketing automation specialists, the Full Circle Insights industry pioneers are seasoned in creating marketing measurement foundations to grow revenue.

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ADVERTISER PLATFORMS

GumGum Introduces Mindset Matrix - A Framework For the Future of Digital Advertising Without Personal Data

GumGum | March 04, 2022

GumGum, a contextual-first advertising technology company, introduces The Mindset Matrix, a framework for the future of digital advertising outlining how advertisers can deliver engaging and effective ad campaigns, in current and emerging environments, without the need of the cookie or personal data. The industry is moving into a new era, one that requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than base their targeting efforts off past behaviors - the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind. “The truth is we don’t need to know who you are in order to deliver relevant and effective advertising. As human beings we naturally move in micro-moments, floating from one topic to another. We believe that digital advertising should be able to move with us and be something, helps us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make that shift, while being just as effective and doesn’t require the use of personal data,” said GumGum’s, CEO, Phil Schraeder. The Mindset Matrix framework, defined as the environment in which ad effectiveness develops, is made up of three components: True Contextual Understanding: Uses all the signals within an environment (text, image, video, audio) to understand the entire digital environment, allowing advertisers the ability to put the right ad in the right context (place, time, near a related topic etc.), and increases ad relevance with more precision. Smart Ad Creatives: Creative can be smarter now with the support of contextual and attention. These smart ads create a cohesive experience between content and advertisement that enhance the audience's experience rather than detract from it. Attention Measurement & Optimization: Measuring the actual attention an ad drives is a human centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the right creative and the right context. “Each of these components are individually important aspects of any ad campaign but when tied together have the opportunity to influence and inform the other, creating a powerful understanding of a person's frame of mind in each unique digital environment. This model allows advertisers to meet people when they are in an active frame of mind — the right headspace to pay attention and take action – and do so in a way that is cookieless, identity free and future proof,” Schraeder goes on to say. Through robust company development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a foundation by advertisers as a marketing playbook of the future. About GumGum GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. Our proprietary contextual intelligence engine uses computer vision and natural language processing technologies to scan text, images and videos when evaluating digital content. Combining our contextual advertising intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.

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SOCIAL MEDIA ADVERTISING

SpringServe Powering Video Advertising on SXSW TV Apps

SpringServe | March 03, 2022

SpringServe, the leading ad serving platform for connected TV (CTV), today announced a strategic collaboration with SXSW, to power inventory on their video on demand content, both online and on the SXSW TV apps. SpringServe’s advanced ad serving and inventory management technology helps publishers streamline their monetization to capture the full value of their inventory, all while ensuring high quality ad experiences. SXSW will leverage SpringServe to ensure high-quality in-app video advertising experiences for attendees. "We created SXSW TV to provide our audience with a premium viewing experience wherever they are. SpringServe’s industry-leading technology has allowed us to effortlessly connect our sponsors to our audience in new and exciting ways," said Justin Bankston, CTO, SXSW. With their online schedule and connected TV apps, SXSW is able to bring its amazing content directly to attendees, whether they are in the audience in Austin or on the other side of the world. The chronological and geographic barriers have all come down, for both the creators who make the event, and the audience eager to learn from them. In the same way the physical event provides value by connecting sponsors to attendees, they will also benefit from visibility on SXSW TV and the online schedule. “SpringServe’s platform can be used across any video environment. As the industry is gathering together, we’re thrilled to be a part of such a large-scaled event like SXSW, helping presenters reach consumers on the go. With SpringServe, SXSW will deliver a superior consumer and advertiser experience, ensuring high-quality video engagement,” Joe Hirsch, General Manager, SpringServe. About SpringServe SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to increase ad performance and revenue from media sales. About SXSW SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together.

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MOBILE ADVERTISING

Full Circle Insights Introduces Microsoft Advertising (Bing) and Google Ad Support for Digital Source Tracker

Full Circle Insights | April 06, 2022

Full Circle Insights today announced that the company's popular Digital Source Tracker (DST) product now connects digital marketing costs from Microsoft Advertising to the client's customer relationship management (CRM) system. This enables digital marketers to see cost information from Microsoft Advertising and/or Google Ads as part of the DST's comprehensive view of the customer journey. The new release expands on the already robust reporting capability of DST for both digital and non-digital marketing attribution and funnel metrics. Taken together, these functionalities allow B2B marketers to track advertising impact on revenue and allocate spend to their most productive campaigns – all right inside the CRM. Microsoft Advertising is the second-most-popular advertising network after Google Ads. With Full Circle's integration of Microsoft Advertising into DST, B2B digital marketers can now report on their digital ad costs for Microsoft Search Network, including Bing and partner sites. This offers a richer perspective and clearer view of digital ad spending across multiple ad platforms. It also shows how these ads and costs contribute to digital responses and revenue, which is valuable information for anyone looking to stretch their marketing dollars to the fullest. Full Circle presents this new information in a way that's easy to access and understand. Digital marketers can now include the cost analysis for their Microsoft Advertising ads in Full Circle reports and dashboards that track items such as cost per lead, cost per marketing qualified lead and more. This functionality is now live with DST users able to set up the Bing integration, update reports and dashboards and take advantage of the new capability immediately. DST solves a persistent marketing attribution problem B2B marketers encounter: the inability to connect digital marketing touches to leads and opportunities inside the CRM. DST makes those connections visible. As a result, digital marketers can create more accurate marketing attribution models. Now that DST supports Microsoft Advertising and Google Ads, these attribution models are now even more precise. "Tracking costs across digital ad networks can be tricky, but this new Digital Source Tracker release simplifies it," said Bonnie Crater, President and CEO of Full Circle Insights. "Tracking costs across digital ad networks can be tricky, but this new Digital Source Tracker release simplifies it," said Bonnie Crater, President and CEO of Full Circle Insights. "The analysis takes place inside the CRM, so marketers can leverage reporting and dashboard tools that they and their sales colleagues are already familiar with, and also use the Full Circle Engagement, Cost, Effectiveness, and Revenue dashboards to make better decisions." About Full Circle Insights Full Circle Insights delivers marketing and sales performance measurement solutions to optimize a company's marketing mix and drive more revenue. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. Built 100% on the Salesforce Platform, Full Circle Insights products complement leading marketing automation solutions. Founded by former Salesforce executives, CRM implementation veterans and marketing automation specialists, the Full Circle Insights industry pioneers are seasoned in creating marketing measurement foundations to grow revenue.

Read More

ADVERTISER PLATFORMS

GumGum Introduces Mindset Matrix - A Framework For the Future of Digital Advertising Without Personal Data

GumGum | March 04, 2022

GumGum, a contextual-first advertising technology company, introduces The Mindset Matrix, a framework for the future of digital advertising outlining how advertisers can deliver engaging and effective ad campaigns, in current and emerging environments, without the need of the cookie or personal data. The industry is moving into a new era, one that requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than base their targeting efforts off past behaviors - the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind. “The truth is we don’t need to know who you are in order to deliver relevant and effective advertising. As human beings we naturally move in micro-moments, floating from one topic to another. We believe that digital advertising should be able to move with us and be something, helps us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make that shift, while being just as effective and doesn’t require the use of personal data,” said GumGum’s, CEO, Phil Schraeder. The Mindset Matrix framework, defined as the environment in which ad effectiveness develops, is made up of three components: True Contextual Understanding: Uses all the signals within an environment (text, image, video, audio) to understand the entire digital environment, allowing advertisers the ability to put the right ad in the right context (place, time, near a related topic etc.), and increases ad relevance with more precision. Smart Ad Creatives: Creative can be smarter now with the support of contextual and attention. These smart ads create a cohesive experience between content and advertisement that enhance the audience's experience rather than detract from it. Attention Measurement & Optimization: Measuring the actual attention an ad drives is a human centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the right creative and the right context. “Each of these components are individually important aspects of any ad campaign but when tied together have the opportunity to influence and inform the other, creating a powerful understanding of a person's frame of mind in each unique digital environment. This model allows advertisers to meet people when they are in an active frame of mind — the right headspace to pay attention and take action – and do so in a way that is cookieless, identity free and future proof,” Schraeder goes on to say. Through robust company development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a foundation by advertisers as a marketing playbook of the future. About GumGum GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. Our proprietary contextual intelligence engine uses computer vision and natural language processing technologies to scan text, images and videos when evaluating digital content. Combining our contextual advertising intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.

Read More

SOCIAL MEDIA ADVERTISING

SpringServe Powering Video Advertising on SXSW TV Apps

SpringServe | March 03, 2022

SpringServe, the leading ad serving platform for connected TV (CTV), today announced a strategic collaboration with SXSW, to power inventory on their video on demand content, both online and on the SXSW TV apps. SpringServe’s advanced ad serving and inventory management technology helps publishers streamline their monetization to capture the full value of their inventory, all while ensuring high quality ad experiences. SXSW will leverage SpringServe to ensure high-quality in-app video advertising experiences for attendees. "We created SXSW TV to provide our audience with a premium viewing experience wherever they are. SpringServe’s industry-leading technology has allowed us to effortlessly connect our sponsors to our audience in new and exciting ways," said Justin Bankston, CTO, SXSW. With their online schedule and connected TV apps, SXSW is able to bring its amazing content directly to attendees, whether they are in the audience in Austin or on the other side of the world. The chronological and geographic barriers have all come down, for both the creators who make the event, and the audience eager to learn from them. In the same way the physical event provides value by connecting sponsors to attendees, they will also benefit from visibility on SXSW TV and the online schedule. “SpringServe’s platform can be used across any video environment. As the industry is gathering together, we’re thrilled to be a part of such a large-scaled event like SXSW, helping presenters reach consumers on the go. With SpringServe, SXSW will deliver a superior consumer and advertiser experience, ensuring high-quality video engagement,” Joe Hirsch, General Manager, SpringServe. About SpringServe SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to increase ad performance and revenue from media sales. About SXSW SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together.

Read More

Events