Google Adds Two Dynamic Features to Responsive Search Ads

Google | July 16, 2020

Google is adding new features to RSA ad copy options with dynamic features, and increasing its helpfulness with cross-campaign results and asset suggestions. Google has announced it’s increasing the features of their responsive ads today by adding two features: location insertion and countdown customizers. There are also now improved copy suggestions and recommendations, and the launch of cross-campaign asset reporting. What are Responsive Search Ads? Commonly called “RSAs,” this ad type automatically assembles the ad copy a user sees by bringing together copy elements the advertiser specifies. In normal ads, full ad copy must be written out for each version to be tested. RSAs takes the heavy lifting out of that process by breaking the components of a text ad into “assets.” It essentially treats headlines and body copy as two different elements or “asset,” where versions of each are listed out. The Ads system then pulls an asset from each list (headline and body copy), and combines them to make a full text ad.

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In an exclusive interview with Geospatial World, Greg Bentley, CEO of Bentley Systems explains why technology ecosystem for digital cities

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In an exclusive interview with Geospatial World, Greg Bentley, CEO of Bentley Systems explains why technology ecosystem for digital cities

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Perpetua Releases Amazon EU Advertising Benchmarks for Q4 2021

Perpetua | January 19, 2022

Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 EU Amazon Benchmark Report showcasing the most important trends and metrics on Amazon, across five European regions, including UK, Germany, France, Spain and Italy. Perpetua’s Amazon Advertising Benchmark Report reveals that, as expected, Q4 2021 has been the strongest quarter to date with an increase across all key metrics, impressions seeing the highest percent increase (25%). The UK saw the highest increase in all key performance metrics on Sponsored Product, followed closely by Italy and Germany. Perpetua's 2021 Q4 EU Benchmark Report is based on performance data from campaigns under Perpetua's management, and examines performance across 13 categories, including: Beauty, Books, Clothing & apparel, Electronics, Food, Health & Supplements, Home Improvement, Appliance & Supplies, Household CPG, Jewelry, Pets & Animals, Toys & Kids, and Sports & Outdoors. Increasing competition and CPCs have been the story of Amazon advertising for 2021, and in Q4 Sponsored Brand CPCs increased on average 3% and Sponsored Display CPCs were up 5% quarter-over-quarter in Europe. The report also shows an overall increase in CPMs in Q4 due to the busy Black Friday Cyber Monday and Christmas shopping seasons where we typically see much higher engagement and conversions quarter-over-quarter, which led to more competitive CPMs in Amazon DSP and a decrease in ROAS. “Q4 was undoubtedly the most competitive quarter ever on Amazon DSP,” says Mark James, Head of Perpetua EU. “It was perhaps the first quarter where we started to see a shift towards mass adoption of the DSP as a marketing channel with many advertisers hoping to realise the benefit of upper funnel marketing tactics to drive incremental sales at tentpole moments in their calendar such as Black Friday and Cyber Monday.” In Q4 2021, most advertisers began placing greater focus on top of funnel campaigns to reach new-to-brand shoppers to drive brand and product awareness ahead of Black Friday, Cyber Monday and Holiday shopping. With that, new to brand purchases increased significantly (36%) and aided in growing the retargeting audience pools. We expect to see significant growth in new markets in Q1. Benelux and Nordics remain an untapped opportunity, where advertisers can take advantage of high-in-supply and, right now, low-in-demand inventory. This presents a lucrative first. mover advantage that capitalise on market share. About Perpetua Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility.

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Dentsu Launches Contextual Targeting Tool

Dentsu | June 09, 2022

Dentsu is launching a new Contextual Intelligence tool across its U.S. media agencies. Contextual targeting has gained relevance as Apple and Google take moves to limit web monitoring. Contextual Intelligence uses unique algorithms to link brand targets with content across Carat, Dentsu X, and iProspect. Five clients have already utilized the tool. Dentsu reports that the return on investment for one company, the luxury jewelry store Pandora, was 24 times larger than any other Valentine's Day test advertising technique. Katie Nevin, Pandora's paid social and programmatic coordinator, referred to Contextual Intelligence as "a competitive advantage as we strive to earn increasingly limited attention in the market." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Jairath further stated, "Given the impending loss of cookies in Chrome and restrictions on targeting in the Apple ecosystem, contextual targeting is definitely getting more interest from clients." Much of this sophistication and data science is contextual, so it has become a more precise instrument than a crude one. Yet another advantage of contextual targeting is when it misses the mark, maybe not reaching a known client or past website visitor, but instead reaching those with similar interests who may become new customers for a company. Akash Jairath, chief product officer of Dentsu Media, U.S., said, "It started out with people thinking of it as waste, but it's really a halo effect. That's thought to work well for branding, but even from a performance standpoint, it certainly has a halo effect."

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Colling Media Introduces First-Party Data to Generate High-Converting Leads from Google Ads

Colling Media | December 02, 2020

Phoenix-based Colling Media is pushing the limits of advertising with its most recent product introduction: utilizing a client's first-party information to produce high-changing over leads from Google Ads, and robotizing them to zero in on purchasers well on the way to become paying customers. First-party data is the information a business gathers directly from possible customers. Such data incorporates moves consumers take, for example, filling out forms and other online activities. Colling Media utilizes the Google Ads platform to make and convey advertisements to these particular individuals. Yet, not all first-party information are the equivalent; some generated data, (for example, filling out a lead generation form) may change over at a higher rate than different activities, for example, a call. Colling Media teaches Google Ads to focus on the best data first to guarantee ideal expense per conversion. This next-level Google Smart Bidding process perceives consumers destined to change over by contrasting and matching their journey, way, and history to those of past high-quality converters.

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