This weekly news round-up brings interesting changes that may be great but also present challenges for advertisers. We’ll cover changes in how audiences are defined in Demand Gen campaigns, expansion of Youtube monetization features, and increased transparency of competitor information.
Keep reading to learn more about the implications of these changes on your Ad campaigns.
Google Changes How it Defines Audience in Demand Gen Campaigns
Google has switched how it defines Demand Gen audiences from specific parameters to “signals”.
Google’s algorithm can use these signals to optimize ad delivery, but will not limit impressions to the defined audiences. This setting is triggered when “optimized targeting” is turned on.
This could be positive as ads will reach a wider audience, however, it limits the control advertisers have over their audience segmentation and targeting.
Advertisers should track these signals, examining a potential need to modify your bidding strategy.
Google Enhances its Short Monetization and Expands Analytics Features
- Youtube creators with more than 4,000 subscribers have an enhanced platform to pitch to advertisers, making it easier to connect with them
To do this, creators can tag brands in their shorts content. Next, Google recommends this content to advertisers. If advertisers choose to run ads, this will be communicated to the creator, and they can post sponsored content.
However, creators will not be making direct ad revenue from sponsored content.
- New Data Story feature provides 24-hour performance insights
This will expand audience analytics information that advertisers can access, giving them insight to improve their campaign strategy.
Lastly, Google will now experiment with “Most Relevant” comment filter to enhance creator viewer engagement.
Google’s Optimization Score Displays Competitor Information
Google’s Optimization Score, which is used to recommend tips for enhancing campaign performance, now shows specific competitor information.
Google’s Optimization Score will show in real time which competitors are affecting your campaign by showing their impact on campaign metrics such as impressions.
This insight will help advertisers learn how to better perform against competitors, potentially spending more on ad bids. While this is a significant advancement in terms of useful insight, it may encourage advertisers to increase their spending unnecessarily.
If you have questions on how to navigate these updates for your campaigns, please don't hesitate to reach out to the AdPilot team.
Read more on these updates here>>
Google shifts Demand Gen audience categorization to 'signals'
YouTube expands shorts monetization, adds new analytics features
Google Ads Optimization Score now reveals specific competitor impacts