Google Ads Mobile App Updated With New Features and Dark Mode

searchenginejournal | March 04, 2020

Google is updating its Google Ads mobile app with new optimization score features and a new dark mode option. Here’s an overview of all the updates rolling out today. The account overview screen will now display account and campaign-level optimization scores as well as their corresponding performance improvement recommendations. Google notes campaigns that have recommendations with the highest potential impact are listed first. This makes it easier for users to prioritize the most critical recommendations. Users of the Google Ads mobile app now have the option to receive notifications when their optimization score changes. This gives users the opportunity to take immediate action by tapping on the notification and applying Google’s recommendations.

Spotlight

This ebook is designed to provide you with a basic introduction to paid search and to give you a fundamental understanding of how to use paid search to drive more leads and customers for your business. We‟ll start off by explaining what paid search is and how it differs from organic search.

Spotlight

This ebook is designed to provide you with a basic introduction to paid search and to give you a fundamental understanding of how to use paid search to drive more leads and customers for your business. We‟ll start off by explaining what paid search is and how it differs from organic search.

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SOCIAL MEDIA ADVERTISING

Pinterest Introduces a New Overview of its Advertising Process in an Effort to Simplify Paid Promotions

Pinterest | May 12, 2021

Pinterest has seen a significant rise in use over the last year since e-commerce growth has increased during the pandemic. There is an opportunity in Pins for the right brands, with 478 million monthly active users whom all come to the platform with a buying and discovery mindset. And, today, Pinterest released a new guide about how to use Promoted Pins to maximize your Pin marketing efforts. The new directory, to which you will have access, is a fairly basic rundown of all the main elements of Pin Promotion, as well as useful campaign tips. It also gives you a comprehensive rundown of your promotional choices, including Promoted Pin campaign targets. It also has information about how to target the campaign and how to get the most out of it by working with the right people. Each segment also includes ‘Pro Tips,' which include insider advice about the best ways to use pin ads. Pinterest reiterates the last point, noting that marketers: “Take a look at the possibility of using automated bidding. Advertisers who used automated bidding got 35% more clicks for the same budget in tests.” Automated bidding tools become much better at allocating advertisement spend based on established targets, and it might be worthwhile to play with Pinterest's automated bidding tools to boost your Promoted Pin results. There are some useful notes and tips, particularly for those new to pen marketing, and they are all presented in a simple, straightforward, and practical way.

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ADVERTISER CAMPAIGN MANAGEMENT

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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AD TECH AND MARTECH

Integral Ad Science Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science | December 03, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements. We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting." Lisa Utzschneider, CEO, IAS. Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign. Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation. "Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs." About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.

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