With an increasing number of platforms that you can take advantage of, it makes sense that new features, ad formats, channels, and targeting features continue to emerge (and disappear).
And while it makes online advertising interesting, it is precisely what makes online advertising overwhelming. It takes time to keep up with the news, and when your schedule is full, from keyword research to landing page design, it can often seem like you simply have to stay behind.
He’s not waiting for us, man. Here is a quick summary of seven news stories from online ads – from companies like Facebook and LinkedIn – that have gone unnoticed in recent weeks.
YouTube displays text ads in search results
During the last week of January, Marketing Land hosted SMX West, a research marketing conference where SEM and SEO meet in two days of networking and collaboration and everything.
It is not news that representatives of Google were present. They announced that Google is including YouTube in its network of search partners, a group of search engines and websites that can run Google’s search campaigns.
The idea behind the network is for advertisers to try to expand their campaigns. If it matches your marketing goals, you can activate it.
Now that YouTube is a search partner, advertisers who have joined the network can show their text ads to YouTube users. It is important to note that YouTube, at least for now, is offering its text ads to mobile users only.
According to Google, a few months of testing show that YouTube search ads are comparable to Google search ads in terms of CPA.
Quora Rolls Out Auction Insights and Keyword Targeting
Quora Ads is a relatively new platform, launched in the spring of 2016. Therefore, it is a good idea to keep an eye on it for ads and launches.
Documents A and B: information about auctions and keywords.
Let’s start with the first one. Quora announced three new benchmarks to help advertisers get more complete ideas about what is competing in the ad auction.
Auctions lose to the competition. Participating in the Quora ad auction is not a guarantee that your ad will be shown to users. Auctions lost in the competition reflect the rate at which you enter the auction and cannot earn any impressions. Quora says that the algorithm takes into account the relevance of the ad and the maximum CPC bid.
Part of the impression. This reflects the rate at which you enter the auction and earn impressions. This is comparable to a baseball team’s winning rate.
Part of the absolute footprint. This reflects how quickly you enter the auction and get the best ad position.
Although fundamental, these three criteria provide extremely practical insights. Take an impression, for example. You know that the Quora algorithm takes into account the relevance of creativity and the maximum CPC bid. If you’re dissatisfied with your ad placement, but don’t like to bid higher, you know you have a lot of work to do with your ad text.
Facebook wants you to advertise in stories
At the end of last month, Facebook held its quarterly conference call to inform investors how things are going.
In short: very good from the point of view of the recipe.
In the fourth quarter of 2018, Facebook generated $ 16.6 billion in ad revenue, an increase of 30% over the previous year. It is important to note that 93% of ad revenue comes from mobile devices.
Instagram users are here for brand content
Instagram users are selective about the accounts that follow. If your company uses Instagram to engage users with original content, gaining followers is a big challenge.
But there is good news: according to a recent Facebook report, 57% of Instagram users have used the platform for more than a year. In addition, 44% say they expect to use Instagram even more next year.
Most importantly, 66% say Instagram is a great place to connect with brands.
This is what users want from their videos:
- 14 seconds or less (36%)
- Between 15 and 29 seconds (32%)
- Between 30 and 60 seconds (24%)
No surprises there. Instagram users want brands to share videos, but only if they’re quick. As for users, this is what users prefer:
- Relevant ads (31%)
- Newsfeed ads (31%)
- Story Ads (29%)
As useful as automation may be, advertisers are often uncomfortable with the fact that their budgets are spent in their sleep. You may find that if you lose control, your budget does not meet your campaign’s long-term goals. You will have to see what is going on and be creative if necessary.