Google Ads Improves “By Conversion Time” Reporting With New Columns

searchenginejournal | October 18, 2019

Google Ads is improving its ability to improve on conversions by the time they occurred with new columns in reports. Previously, Google Ads had always reported on conversions by the date an ad was clicked. So even if the conversion didn’t’ occur on the same day the ad was clicked, it would still be reported as occurring on the day of the ad click. Going forward, advertisers will have access to even more granular data, Google explains: These columns should help businesses better understand their conversions, and make it easier to compare the data with their own sales reports. The ability to compare reports could help confirm how many products were sold in a given time period, for example.

Spotlight

Not all advertising campaigns are cut and dry. In fact, advertisers in industries like online education usually have to juggle many factors that make executing a successful campaign all the more difficult. Yet the right tools and capabilities can make complexities like long-term conversion funnels, regional ad restrictions and varying lifetime value of leads much easier to manage.In this episode of The Playbook, Nanigans Senior Product Specialist Erik Mansur shares how to make complex ad campaigns much easier to manage so advertisers can work smarter – not harder.

Spotlight

Not all advertising campaigns are cut and dry. In fact, advertisers in industries like online education usually have to juggle many factors that make executing a successful campaign all the more difficult. Yet the right tools and capabilities can make complexities like long-term conversion funnels, regional ad restrictions and varying lifetime value of leads much easier to manage.In this episode of The Playbook, Nanigans Senior Product Specialist Erik Mansur shares how to make complex ad campaigns much easier to manage so advertisers can work smarter – not harder.

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Comcast Technology Solutions and PremiumMedia360 Integration Enables Advertisers to Automate TV Data Management in Media Lifecycle

Comcast Technology Solutions, PremiumMedia360 | May 26, 2021

Comcast Technology Solutions (CTS), a Comcast Cable division that delivers media and entertainment technology to advertisers, agencies, and content providers, and PremiumMedia360, the market leader in TV advertising data automation, announced a new strategic partnership today. The CTS Ad Management Platform integration allows TV advertising buyers and sellers to automatically synchronize and solve reconciliation inconsistencies throughout the ad buy lifecycle. These new capabilities have the potential to avoid revenue loss caused by dropped spots as a result of order execution errors and invoicing delays. The integration can save work hours that otherwise would have been spent on solving data inconsistencies between buyer and seller systems. "TV media has always been a science of managing and accessing information for more accurate buys and more effective media operations," said Richard Nunn, Vice President and General Manager of Comcast Technology Solutions' Advertising Suite. "At the same time, between multiple systems, manual inputs, and a lack of standardization, accessing that data quickly and accurately has been an ongoing challenge—made even more difficult by the ever-increasing screens and video outlets to manage." Our mutual clients will now have access to the Ad Management Platform's quick insights and actionable data as a result of our integration. This enables them to optimize and execute swiftly across the media landscape. CTS and PremiumMedia360 are collaborating to fill the gap between workflow and opportunity." "PremiumMedia360 is a company built on automating and streamlining data exchange – and amplifying value – between TV buyers and sellers," said Cordie DePascale, PM360's Chief Strategy Officer. "That's an even more pressing need in light of recent changes in the tv landscape. With increasing emphasis on efficiency and insight, as well as cross-screen advertising and digitization, there is much more data to handle—and faster data is a must-have. To address these issues, the integration of CTS and PM360 will offer our joint clients instant access to important information to analyze, evaluate, execute, and report back to stakeholders—even in the middle of a project—saving them countless hours they currently spend on those tasks. That rapid insight is a true win for both of our companies' clients at a critical juncture in the evolution of TV media." About Comcast Technology Solutions Comcast Technology Solutions provides the industry with the technology, size, and expertise to expand and navigate the fast-changing media and entertainment technology landscape through its CTSuite portfolio of technology solutions. We create technology that solves industry issues, reimagines what is possible, and transforms businesses in an ever-changing world. Comcast Technology Solutions provides more than 20 years of dependable real-world broadcast and digital experience, based on Comcast's know-how, proven facilities, scalable platforms, and infrastructure. We work with customers to redefine expectations and deliver the future to global audiences. About PremiumMedia360 PremiumMedia360 helps media agencies and sellers to buy, sell, and partner more effectively by empowering them to control the data that fuels their interactions. Its reporting and collaboration tools significantly reduce the time and resources required to understand the status of campaigns—from order to invoice. As a result, airings records stop being bottlenecks and start to act as the source of business insight that they should be.

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CMG Announces Strategic Initiative with Amazon Advertising

Cox Media Group, Amazon | July 22, 2021

CMG Local Solutions today announced a strategic partnership with Amazon Advertising, which will allow CMG Local Solutions advertisers to access local audiences via Amazon Advertising's digital services. CMG Local Solutions advertisers throughout the country may now programmatically acquire display and OTT ads via Amazon DSP and evaluate their campaign performance using Amazon Advertising's suite of full-funnel measurement solutions. These new offerings, when combined with CMG's premium, a brand-safe local media website, and app advertising, may help local advertisers extend their reach and increase sales. CMG Local Solutions provides cutting-edge digital solutions and advanced performance metrics to help local brands engage with the right audiences in real-time, as well as refine and improve campaigns. CMG Local Solutions can offer advertising partners a single view of their return on investment for all digital and television advertising, including Amazon Advertising products, in addition to having a single source of solutions for CMG Local Solutions clients.

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Walmart takes another page from Amazon, reports 95% increase in U.S. advertising sales

Walmart | August 19, 2021

Walmart reported a 95% increase in its U.S. advertising sales in the second quarter, and said its number of active advertisers rose more than 175%, as more companies and brands paid to advertise their products to its customers, online and in stores. The advertising boom was just one of the factors that gave Walmart’s earnings call a familiar ring to anyone who’s tuned into Amazon’s business. “The phrase ‘serving customers’ has traditionally meant one thing at Walmart,” said Walmart CEO Doug McMillon on the earnings call, referring to traditional retail sales. “But today It includes serving marketplace sellers, our advertising partners, and those that want to use our fulfillment services or proprietary software.” Walmart’s actual ad sales numbers weren’t large enough to require disclosure in its earnings report Tuesday, but Amazon has shown the value of this approach. Reporting its own second quarter earnings, Amazon said its “Other” category, which primarily consists of advertising, generated $7.9 billion in sales. That was up 87% from the prior year. It’s part of a larger trend of Amazon making more money doing things other than selling products. UBS analyst Michael Lasser pressed Walmart executives on the call to reveal more about the scale and potential of their ad business, without much success. Lasser estimated that advertising sales in e-commerce represent about 5% to 10% of GMV, the gross merchandise value of products sold. He surmised that Walmart’s ad business might be in a nascent phase, perhaps 1% to 2% of GMV, and asked if ad dollars are coming at the expense of other revenue from Walmart’s vendors. Brett Biggs, Walmart chief financial officer, didn’t confirm or deny Lasser’s speculation but spoke to the larger direction of Walmart’s advertising business. “We rebranded the business from Walmart Media Group to Walmart Connect last year, and that was just to make sure that it was very clear that this opportunity is going to help us connect buyers, sellers, suppliers and customers all together in a way that’s accretive to the customer experience,” Biggs said. “And as long as we do that, I will remain very, very bullish on the growth potential in this business.” Overall, Walmart reported total quarterly revenue of $141 billion, up 2%, with profits of $4.3 billion for the second quarter of its 2022 fiscal year, ended June 30, 2021. For the quarter, Walmart’s e-commerce sales growth in the U.S. dropped back into the single-digits as more customers returned to physical retail stores. Its U.S. e-commerce business grew 6% in the second quarter, to about $11 billion. That compared to year-over-year growth of more than 90% a year ago, at the height of the pandemic. But looking at the long-term trends, Walmart was able to maintain much of the e-commerce headway that it made during the past year. Its U.S. e-commerce sales are up 103% compared to two years ago. E-commerce now represents more than 11% of the company’s $98.2 billion in U.S. net sales, vs. 6% of its $85 billion in U.S. net sales for the same quarter two years ago. McMillon said Walmart wants to reach a point where it’s “completely indifferent” as to where and how customers shop, in terms of its revenue and profits. “I think some people view stores these days as boring,” McMillon said. “We don’t.”

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