Google Ads Now Includes Location Extensions Automatically

practicalecommerce | December 08, 2019

A few weeks back I received an email from Google Ads with the subject line “Location Extensions will be activated in Google Ads.” I get many emails from Google. But even with a quick scan I could tell this was different: Google was going to add something unless I opted out. If you have not connected your Google Ads account to a Google My Business location, Google will now link them if it detects a shared domain and country. Once linked, Google will show location extensions in your ads unless you instruct Google otherwise. Google Ads is a sophisticated platform with many features. Most advertisers are familiar with the basics of a search ad: headlines, description, and a URL. This is the standard format that we see on many Google search result pages.

Spotlight

Nearly two-thirds (63.2%) of all mobile display ads will be native by 2020, summoning $53 billion in total advertising spend, according to a new research study conducted by global business analyst IHS Technology and commissioned by Facebook’s Audience Network.

Spotlight

Nearly two-thirds (63.2%) of all mobile display ads will be native by 2020, summoning $53 billion in total advertising spend, according to a new research study conducted by global business analyst IHS Technology and commissioned by Facebook’s Audience Network.

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AD NETWORKS

OutPoint Raises USD$1.2M to Help High-Growth Brands Improve Paid Marketing Effectiveness Through Automated Media Mix Modeling

OutPoint | November 23, 2021

OutPoint, an automated media mix modeling (MMM) platform, announced it raised USD$1.2M in pre-seed funding to transform how high-growth consumer brands measure paid media effectiveness and diversify marketing investments. The funding enables the company's growth and hiring efforts, especially in its Research and Engineering functions. San Francisco-based venture capital firms Tuesday Capital and MGV led the pre-seed round, with further backing from Entrepreneur First and Mistral Venture Partners. Additional angel investors include Andrew Macdonald (SVP, Uber), Soso Sazesh (Founder, Growth Pilots), Charlie Feng (Co-Founder, Clearco), and Farhan Thawar (VP Engineering, Shopify). OutPoint uses advances in machine learning and media mix modeling to help consumer growth teams map ad spend to revenue based on incremental lift and predicted performance. We help answer the two hardest questions marketers face: are you spending effectively, and where should you allocate your dollars to get more revenue?" Rob Palumbo, CEO at OutPoint. In the wake of Apple's restrictions on user tracking in iOS14+, pixel-based attribution methods no longer provide the same quality of data that marketers require to understand performance. At the same time, customer acquisition costs (CAC) are rising as well-funded brands continue to compete on the same channels, sparking a need for better tooling to measure effectiveness and get insight on marketing investment decisions. "Tools for optimizing ad spend have never been more important to the success of DTC brands with Apple taking measures to restrict pixel and cookie-based tracking," said David Jee, Associate at Tuesday Capital. "We're proud to support Rob, Sean, and the team as they build the growth data science tools of tomorrow." OutPoint has experienced strong demand from high-growth brands for its media mix modeling tools. "OutPoint is our preferred marketing data science partner for modeling cross-channel performance and understanding revenue lift. Their platform helps us decide how to scale ad spend in a way that drives rapid growth," said Will Bradley, Head of Growth at PolicyMe. "The cost of acquiring customers has increased over 60% in the last 5 years. OutPoint's data science tools help consumer brands improve the efficiency and effectiveness of ad spend, thereby levelling the playing field," said Pablo Srugo, Principal at Mistral Venture Partners OutPoint's platform helps marketers make reliable next dollar ad spend decisions through media mix models that reveal insight on the incremental value of paid marketing investments. "As a growth marketer, I've seen numerous companies struggle with media mix modeling and measuring incrementality. I was very impressed by OutPoint's approach, and I'm excited to invest," said Soso Sazesh, angel investor and Founder of Growth Pilots. OutPoint was founded in January 2021 in Toronto, Canada, and serves high-growth consumer brands globally. OutPoint's founding team is Sean Billings (CTO), a senior engineer who built econometric machine learning models at Amazon, and Rob Palumbo (CEO), who led marketing at high-growth consumer companies like Properly and Borrowell. The company's sales and partnerships efforts are led by Erika Fabian, a sales leader with 10+ years of media industry experience in content development and advertising. "The pandemic has fueled a new wave of entrepreneurship as employees left their jobs to pursue their passions, resulting in a flourishing of DTC e-commerce startups," said Kevin Lynch, Investor at MGV. "OutPoint is a powerful enabler of these growing businesses, and we're excited to see the platform evolve with this latest round of funding." About OutPoint OutPoint is a data science and media mix modeling (MMM) platform that empowers high-growth B2C brands to improve marketing budget allocation and maximize growth efficiency. OutPoint's predictive models recommend how much to dial-up or dial-down ad spend across channels and offer a roadmap for unlocking future growth.

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DISPLAY ADVERTISING

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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SOCIAL MEDIA ADVERTISING

Billy Gene is Marketing Has Launched A 4-Month Advertising Certification Program

Billy Gene Is Marketing | April 30, 2021

Billy Gene, CEO of Billy Gene Is Marketing, has introduced a new advertising certification program. The four-month intensive program is designed for candidates who want to launch a career in ads, as well as marketing departments who want to advertise their own business in-house. The class will be held from May 4 to August 4, 2021. The Certified Advertising Genius Program will be taught in weekly classes, but this is not your typical classroom environment. This is a "million-dollar experience." Each class is live-streamed from their million-dollar studio, which features a 15'8" by 9'5" LED wall and multi-cam online experience, 25 luxurious theatre recliners, a production staff, and a curriculum designed to train students for the real world. According to the Bureau of Labor Statistics, more than 80% of businesses collapse within the first ten years. There are 400 million small businesses worldwide. Businesses need clients when times are tough. When things are going well, they expect more clients. With over $121 billion spent on internet ads in 2020, world-class advertisers are in high demand. Billy Gene and his in-house marketing staff will mentor students as they develop the in-demand skillset needed to assist businesses in gaining customers by direct response ads on Facebook, Instagram, and YouTube. The program is designed to help them develop new ads and attract perfect customers on a regular and predictable basis. Billy Gene Is Marketing purposefully went in the opposite direction to a conventional marketing program: instead of costing tens or hundreds of thousands of dollars and taking four years, this certification costs $5,000 and takes four months to complete. Billy Gene will personally teach the class, and class sizes will be kept small and private. If students wish to be eligible for the advertisement certification, they must apply by May 4, 2021. Students can attend classes virtually or in person at the Billy Gene Is Marketing headquarters in downtown San Diego. Commencement will take place in November 2021, and a special guest will deliver a speech. No spoilers here, but you're following this guy, and they're a game-changer when it comes to business growth. Those interested in obtaining their advertising certification from Billy Gene Is Marketing should contact an enrollment advisor by phone. Billy Gene Is Marketing is a San Diego-based marketing education organization with over 135,000 students in 75 countries. They've collaborated with some of the world's biggest franchises, including Massage Envy, Orange Theory Fitness, Crunch Fitness, and several more.

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