29 Apr Paid Media News Round Up: April 2020
– 29th April 2020 –
What happened in the world of Paid Media this month?
April 2020 was packed with updates this month, in stark contrast to March. I’m relieved as it makes writing this round up easier! Sign up to our monthly newsletter and you can get the latest company news and insights delivered right to your inbox. With that said, here are our Paid Media highlights from the past few weeks:
Organic Listings on Google Shopping Tab
The big news this month, was the announcement that Google will start showing organic shopping listings within the Shopping tab. Currently, this is only populated by paid ads.
It’s unclear what real impact this will have. Unquestionably, the number of users viewing the Shopping tab is far lower than the regular search results page. On the other hand, any opportunity to put your products in front of more people is good and will result in more sales.
To do this, a product feed must be created and submitted to Google. This is usually quite easy with most Ecommerce CMS’s and is definitely something we recommend at this stage.
This update has been rolled out in the US already and the rest of the world will follow this year.
Update on Ad Credits for SMEs
Last month we mentioned that Google are going to be granting ad credits to select Small and Medium-sized Enterprises during the Covid-19 pandemic.
They have since clarified the eligibility criteria. A business is eligible if they have been active on Google Ads in 2020, and for 10 months of 2019. Ad credits will be assigned to accounts in late May.
YouTube Video Builder Launched
Google have launched a new tool to create videos, designed for advertisers to put together video ads far more easily.
The tool can take static assets, such text and images and animate them to create a video. Combined with audio from the available library and a variety of layouts, there are many possibilities to experiment with here!
Updates to Ads Editor
Google have released the latest version of Ads Editor, which is a great tool for bulk operations and improving workflows. Multiple changes have been made to the software, but there are two highlights:
- Shared budgets can now be assigned to campaigns in Ads Editor. This is a useful feature, as it was frustrating to have to resort to the slower Google Ads interface to put this in place, so we’re really pleased with this.
- While not something we judge campaign performance by, optimisation score is a prominent metric within the Ads interface, so it follows that it should be made available in the editor as well.
Facebook Removes Requirement to use Campaign Budget Optimisation Feature
Facebook have announced that their ‘Campaign Budget Optimisation’ (CBO) feature is no longer mandatory. The announced plan was to move all campaigns to CBO by September last year, but this never happened. While we often utilise CBO with good results, it’s encouraging to know that advertisers are still being allowed the greater level of control that Ad Set budgeting can provide.
New Verification Policy for Google Ads
Google rolled out a verification policy in 2018, primarily for political advertisers. They’ve announced that this will be rolled out to all advertisers.
Given the lack of trust growing around online ads, this seems like a good move. The downside for advertisers is that it will take longer to get things set up initially. However, if campaigns are planned in good time, we don’t think this will have a major effect.
According to Google, advertisers will need to submit information related to their business that proves who they are and the country in which they operate.
The new policy is being rolled out to the USA first, followed by the rest of the world.
Postponement of the Changes to the Google Partners Programme
It was great to see that Google have made the sensible decision to postpone their new Partners programme. The original time frames were incredibly tight for a lot of smaller agencies, even before the COVID-19 outbreak.
This means no more hurried implementational work to improve optimisation scores. We weren’t fans of some of the recommendations given here and are relieved there is now more time to improve this.
Did we miss anything?