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Paid Media Developments in September 2022

Shopping has taken the spotlight in our paid media round up this month. With new features now available for shopping ad campaigns creating new opportunities for ad users to utilise. Ad extensions are also at the forefront this month, along with new features becoming available in Facebook Ads Manager. Here’s the latest. 

 

Shopping 

Google recently added new features to Shopping ads campaigns, which provide new capabilities in both the back end, and the ads themselves. 

Product Specific Insights allow advertisers to spot issues with products at a top level. This is something we have been using third party solutions for up until now, but it is useful to have this information now contained in the same interface as the data on performance for products.  

Deals Content API is an API integration that allows large scale advertisers to manage the sales they run on their products. Even at the scale of charities with online stores, we have found difficulties managing some larger sales, such as those around Black Friday. The deals API may well help to make these periods more easily managed.  

Some shopping campaign best practices have been outlined by Google. Most of these are pushing users towards using automation features such as smart bidding and responsive search ads. Previously, we’ve talked about the different features of Google ads automation and our opinions of them. With this update Google has further consolidated the idea that automation isn’t going away anytime soon. 

Shipping and Returns Annotations are undoubtedly the biggest of the four changes announced. Advertisers are now able to list the expected delivery date and any free return policy on their ads. This will be especially useful around the Christmas period, where delivery date becomes a key factor in the purchase decisions people make.  

 

Ad Extensions becomes Ad Assets 

Google announced that they would be rebranding ad extensions to ad assets, along with releasing a new menu to manage these elements of your ads. The new menu gives an easier top-level view of the performance of your assets, along with the top combinations that are used in your account. This is especially useful after Google’s recent change to the hierarchy of ad extensions, which allows more mixing than before. At the moment, we are unsure what the big differences will be due to this change and we will need time with the new menu when it releases in the next few weeks. 

 

Metas Advantage and Advantage+ Suite

‘Advantage’ are Meta Ads’ automated product offerings, which are slowly rolling out to more and more advertisers. 

With Metas Advantage+ creative update, multiple versions of a creative can be created and are optimised for what the viewer is most likely to respond to. This includes updates to brightness, contrast, aspect ratio, applying templates to help better-fit certain placements, or displaying the most relevant comments.  

  

  

We recommend applying these by default, as we feel this is only likely to improve CTR and conversion rates, given the vast amount of data and machine learning that powers these automated features. Moreover, by appeasing Facebook and using their features (where relevant) this is going to naturally favour you in an auction, and likely to lower your CPC’s and CPMs 

A newer feature is also that music can be chosen and applied from a ‘sound catalog’, to create more immersive experience in reels and story placements.  This looks like it can potentially be useful, but we would more carefully consider using this, to ensure it contextually fits your creative.  

   

Updates to Metas B2B Targeting 

Meta have also significantly boosted their B2B targeting options, helping advertisers to reach key decision-makers across small, medium and enterprise businesses. 

The following targeting options can now be accessed:  

  • IT decision-makers: A B2B audience segment that targets ads to people who are IT decision makers based on their job titles. 
  • Business decision-maker titles and interests: A B2B audience segment that targets ads to people who are business decision-makers based on their job titles and interests. 
  • Business decision-makers: A B2B audience segment that targets ads to people who are business decision-makers in engineering/IT, operations, HR, strategy or marketing, based on their job titles. 
  • New active business: Admins of engaged businesses that were created in the last 6, 12 or 24 months. (Note: This reflects 3 segments, with one for each timeframe.) 

  

Facebook Ads Manager had always been lacking in this area compared to LinkedIn, so this is a welcome change. While many advertisers may be hesitant to run LinkedIn Ads, due to very high CPCs and CPMs, this will obviously open-up more options. 

  

Did we miss anything? 

Were there any updates in the world of paid media we haven’t mentioned that caught your eye? Want to talk about paid media in general? We’d love to hear from you! Join the conversation and tweet us @upriseUPSEM, email us at hello@upriseup.co.uk, or simply send us a message through our contact page. 

 

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