Home > News > featured news > Google Ads Announces Beta for Explanations to Speed up Diagnose of Conversions, Impressions and Click Volume

Google Ads Announces Beta for Explanations to Speed up Diagnose of Conversions, Impressions and Click Volume

Google | June 05, 2020

  • Google Ads has announced a beta for Explanations to help speed up the process of diagnosing changes in impressions, clicks, cost and conversions.

  • Anyone who has run Google Ads for awhile has experienced logging in and noticing a decline in conversions, impressions, or click volume.

  • This immediately sets off a hunt for what’s causing it, which can be time-consuming to diagnose.


Common causes can be things like broken tracking, a new landing page that’s under-performing, changing bids, adding new terms, a delay in reporting, or myriad other issues discovered during troubleshooting once the issue is noticed.

Google Ads has announced a beta for a tool called Explanations to help speed up the process of diagnosing these changes. They are promoting it as a way to find issues faster, and cut down on the time spend digging through reports, tools, and data to locate whether there’s an issue.
 

Available Campaign Types and Metrics

It will only be available for Search campaigns using manual bidding or enhanced CPC.

It will NOT be available for Display, Video, Shopping, auto-bid setups, or Dynamic Search Ads.

It supports data for impressions, clicks, costs and conversions, with data only available for up to a 90-day window. The changes themselves can still be viewed in a longer time window, but Explanations will not activate.

How to Access Explanations

The function is tucked a few levels down in the reporting mechanisms of Google Ads, as opposed to being prominently displayed.

You must choose a search campaign (see above note on eligible campaign types), and then either a campaign or ad group first.

Then you choose your date range in the upper right, and you must activate the “compare to” function for a comparison date range. Note that the time periods must be equal lengths of time for Explanations to be available, and they must be of adjacent times.

So, for example, you can’t view the first week of one month versus the first week of the previous month.

Read more: Google search adds a clinically-validated self assessment to fight anxiety

You’ll see the column for each metric you’re viewing with the percentage change as it always has displayed, but significant changes will now be highlighted in blue.

This is triggered by an internally calculated threshold of volume and change to meet criteria.

Clicking on the blue percentage change will open a pop up with a call out of the change, and the option to “View Explanations”:

Clicking on it will open the Explanations panel on the right hand side of the screen. It displayed a load screen as it scanned possible reasons for the impression increase.

It then provides the explanation, with relevant data to support its finding.

In this example, it was due to an increase in searches, and it notes the specific terms where the increase occurred.

Here is an animation of the entire process to access Explanations from the time you log into your account.

Types of Explanations

Google notes the following types of explanations are what may show in the Explanations pane should you experience a significant change:

Bid changes

Bid Modifier changes: How changes to things like device, location, demographic, and audience bid modifier may have affected performance.

Budget changes

Budget allocation: Spreading your budget across multiple entities may have affected the performance, such as adding new ad groups that are now sharing a budget with something that previously had steadier performance.
Budget exhaustion rate: If changing your CPC is causing you to run out of budget
Conversions: If you changed conversion actions to count or not count in your calculations, or if settings may have affected the totals. It will also include data on conversion lag and tag firing frequency.
Eligibility: Whether different factors may have affected how often your ads were eligible to be shown.

Targeting changes

Auction competitions and search interest

Change history: How other changes to your account may have affected your account’s performance.
Google’s announcement can be found here, with further documentation here.

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Looking at ads that ran in Australia and New Zealand, 53% of the creatives featured a female voice over, but just 27% a male voice, and 20% contained both a female and a male voiceover. In near equal numbers, the three regions all used sound effects in slightly less than the majority of programmatic ads, indicating that this may be a newly emerging trend in the space. According to the study, sound effects including birds chirping, phones ringing, engines revving, and more were used in 40% of programmatic ads from the US, 38% from Australia and New Zealand, and 33% in EMEA. “Hope is not a strategy; it’s no longer enough for a brand to create an audio asset and simply hope it’ll move the needle,” said Scott Simonelli, CEO of Veritonic. “Having confidence that your marketing efforts and investments will pay off is crucial, especially in today’s economy. 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The resulting insight enables clients to gain confidence in their audio investment, mitigate risk through optimization, and increase their return as they engage consumers with compelling audio experiences. For more information, visit https://www.veritonic.com. About Acast Since 2014, Acast has been creating the world’s most valuable podcast marketplace, building the technology which connects podcast creators, advertisers and listeners. Its marketplace spans 92,000 podcasts, 2,300 advertisers and 430 million monthly listens. Crucially, those listens are monetized wherever they happen — across any podcasting app or other listening platform. The company operates worldwide and is headquartered in Stockholm, Sweden. Acast is listed on Nasdaq First North Premier Growth Market (ACAST.ST).

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New Study from BENlabs Reveals Product Placement in Media Drives Consumer Behavior

prnewswire | August 18, 2023

BENlabs, the leading entertainment AI company for brands and creators, released a new report today finding that 63% of consumers have positive emotions after seeing products or brands in TV content, while 47% say they enjoy seeing their favorite brands in shows. The report, "State of Product Placement 2023," analyzed product placement's ROI, and consumers' feelings on it compared to traditional marketing and advertisements. The survey focused on three areas: understanding marketers' perspectives on product placement, understanding consumers' perspectives on product placement and consumers' research and purchase behaviors. The report found that: Marketers' are overwhelmingly optimistic about product placement – In fact, 86% of U.S. marketers who've tried product placement rate it highly, while 81% consider it to be an effective marketing channel. Additionally, 91% see it as effective in reaching non-ad supported audiences. To top it off, eight-in-10 marketers consider AI to be very important when making a decision about what marketing company to use for product placement opportunities. Successful product placement can elicit positive emotions in viewers – A little over six-in-10 (63%) of respondents reported feeling positive emotions (happiness, inspiration, interest, and/or curiosity) after seeing a product or brand in a film or TV programs, while 47% like seeing their favorite brands and products in TV shows and films. Given a choice, a majority (52%) of consumers would prefer to watch a TV program with product placement over advertising. Consumers are quick to research products and brands they see on screen – Three-quarters (75%) of consumers have searched for a product/brand on at least one platform after seeing it on TV/film, furthermore, 57% of those consumers go on to purchase the same product, or a different product from the same brand. Almost one-in-five (17%) made the purchase as they were watching, 12% did so within two hours, 14% waited more than a day and 18% took longer than one week. "We found that 46 percent of consumers have actually learned about a product for the first time after seeing it on TV or in movies. That's a staggering number and speaks to the effectiveness of product placement throughout the marketing funnel, from driving awareness and cultural relevance all the way down to sales and marketing," says Erin Schmidt, Chief Product Placement Officer of BENlabs. "Combining the power of this marketing channel with AI allows brands to target the audience most likely to drive ROI for their entertainment marketing investments." Ad avoidance is at all-time highs, with over 41% of viewers habitually skipping or avoiding television advertisements. Combined with a massive shift to ad-free streaming platforms, this makes it harder than ever for businesses to reach audiences through traditional methods. BENlabs' newest report, with insights from approximately 350 marketing managers and 650 consumers, found product placement offers a strong new avenue for businesses to reach, retain and grow their customer base. Methodology BENlabs surveyed 349 senior marketing managers or above with direct responsibility for marketing spend and/or marketing innovation at their brands (December 2022), and 657 US consumers (excluding those who work in marketing and advertising) about their TV viewing habits and views on product placement within TV programs and films (April 2023). Unless otherwise specified, there were no significant differences in responses by age, gender, or viewing habits. About BENlabs BENlabs is an entertainment AI company that integrates brands into influencer, streaming, TV, music and film content with guaranteed ROI. BENlabs offers clients the world's largest influencer marketing business, comprising the world's largest product placement, promotions and licensing agency combined with TubeBuddy, the largest AI SaaS platform to help 15 million creators and brands optimize their audience and channel growth. BENlabs works with the world's top brands and creators, including Microsoft, General Motors, Frito-Lay, Bloomingdales, Tencent and Reckitt Benckiser.

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Acast | July 27, 2023

Veritonic, the industry’s comprehensive audio analytics and research platform, partnered with Acast, the world’s largest independent podcast company, to bring new data to market around the commonalities - and divergence - of audio creative on podcast ads served programmatically. In addition to identifying these global overlaps and points of difference, the goal of the research was also to help media buyers identify strong tactics and best practices in programmatic podcast advertising across three key media markets: the US, Australia and New Zealand, and EMEA. Together, the companies sourced and analyzed podcast ads transacted programmatically with Acast and spanning various industry verticals including: automotive, tourism, retail, healthcare, entertainment, and more. They then identified the common threads and differences in the creative executions by region by examining themes like ad length, number of voiceovers, gender of voiceover, use of sound effects, call to action placements, and more. “As an industry there is still a lot of myth-busting to do around programmatic ad buying. At Acast, we firmly believe that programmatic advertising should not be a rigid experience for the media buyer, podcast host, and certainly not the listener,” said Elli Dimitroulakos, Global Head of Ad Innovation at Acast. “Podcast advertising is effective because it’s a seamless part of the listening experience and that shouldn’t change based on how a transaction occurs. Programmatic ads can – and should – have creative elements that enhance the listener experience and brand relationship.” According to the research, across all markets the majority of ads were a minimum of 30 seconds in length. This was most predominant in the US and EMEA regions which resulted in 80% and 73% of the examined ads, respectively. The Australia and New Zealand market trailed slightly behind with 56% of programmatic ads running at least 30 seconds long. The remaining 44% in the market were 15 seconds in length. All three markets also reflected similarities in the use of single voices for the voiceover content. The US led the way with 86% of programmatic ads in the study using a single voice for the voiceover. EMEA and Australia and New Zealand were most similar with 66% and 68% of programmatic ads using a single voice for the voiceover, respectively. However, when it came to gender detection in voiceover content, dissimilarities across the markets presented themselves. In the US, half of ads analyzed featured a female voiceover, 47% of ads featured a male voiceover, and the remaining 3% featuring both male and female voiceovers. Looking at ads that ran in Australia and New Zealand, 53% of the creatives featured a female voice over, but just 27% a male voice, and 20% contained both a female and a male voiceover. In near equal numbers, the three regions all used sound effects in slightly less than the majority of programmatic ads, indicating that this may be a newly emerging trend in the space. According to the study, sound effects including birds chirping, phones ringing, engines revving, and more were used in 40% of programmatic ads from the US, 38% from Australia and New Zealand, and 33% in EMEA. “Hope is not a strategy; it’s no longer enough for a brand to create an audio asset and simply hope it’ll move the needle,” said Scott Simonelli, CEO of Veritonic. “Having confidence that your marketing efforts and investments will pay off is crucial, especially in today’s economy. With audio reaching more than 214M adults in the U.S. monthly and having a 36% higher impact on memory than video, marketers need to be leveraging creative testing solutions like the Veritonic platform to ensure they are putting their best audio creative forward, regardless of how the ad itself is purchased or served.” For more information on how you can make decisions in audio by leveraging the industry’s most comprehensive research and analytics solutions, contact marketing@veritonic.com. For more information on buying podcast ads programmatically, please contact automated@acast.com. About Veritonic World-renowned brands, agencies, publishers, and platforms rely on Veritonic’s comprehensive audio research and analytics platform to research, test, and measure the ROI of their audio assets and campaigns pre-market, in-market, and post-campaign. The resulting insight enables clients to gain confidence in their audio investment, mitigate risk through optimization, and increase their return as they engage consumers with compelling audio experiences. For more information, visit https://www.veritonic.com. About Acast Since 2014, Acast has been creating the world’s most valuable podcast marketplace, building the technology which connects podcast creators, advertisers and listeners. Its marketplace spans 92,000 podcasts, 2,300 advertisers and 430 million monthly listens. Crucially, those listens are monetized wherever they happen — across any podcasting app or other listening platform. The company operates worldwide and is headquartered in Stockholm, Sweden. Acast is listed on Nasdaq First North Premier Growth Market (ACAST.ST).

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