The paid advertising world is always evolving. New developments, technological advancements and algorithm changes are coming into effect all the time.
We understand that it can sometimes be hard to keep track of all the latest digital marketing news. So, now that we are in the third quarter of the year, let’s take a look at some key changes from the past few month.
1) Changes to Google Discover
Google Discover (formally Google Feed), the platform that allows you to keep up to date with relevant interests in the form of a news feed, will look to allow the use of native ads.
After its launch, Google Discover gained more than 800 million users in its first year and will continue to grow with this new change. Thanks to Google Discover ads, marketers now have the ability to engage with their target audience and seamlessly promote their brand.
How does it work?
With this new platform, ads have become easier to create. Companies just have to upload any assets they have, including pictures and logos, and fill in any copy they want to be shown.
Google then creates the ad and places it across all of their platforms, including the YouTube home feed, the promotions and social tab in Gmail and now the Google Discover feed.
How effective are Google Discover ads?
In November 2018, TechStyle Fashion Group used Discover ads to increase the percentage of membership sign ups to their Fabletics brand. They reported a 25% lower cost per lead compared to their ads on other channels such as search and social.
With Google Discover now added to the mix, the potential of Google’s paid advertising is set to rise.
2) Changes to Google Maps
It is no surprise that Google Maps, the largest free map service with over 5 billion users, is looking to improve its integration of relevant targeted ads.
Google Maps has already been displaying ads (such as sponsored locations), but there will be more features coming to the platform. One of these is local campaigns.
How does this work?
Similarly to Discover ads, after local businesses upload their assets, the copy they want to be shown, their store location, a bid and a budget, Google will serve these across their platforms.
This is great for brick and mortar businesses looking to promote themselves and drive foot traffic to their stores.
How effective are local campaigns?
According to digital marketing news, 10 advertisers in different industries have used local campaigns to increase their return on ad spend by 5x.
3) Changes to Gallery Ads
With the series of changes that Google are making to their platforms, a third big change is the inclusion of Gallery Ads.
This platform gives companies the opportunity to use both copy and images to promote themselves on Google searches.
How does it work?
Brands are able to place four to eight images of their choice, up to three headlines and a 70 character caption with every image into a carousel format. This will then be placed at the top of the Google search results page.
How effective are Gallery Ads?
According to an article written by Search Engine Land, ad groups that use one or more Gallery Ads at the top of the mobile search results page see a 25% increase in interactions.
4) Changes to Instagram Ads
Instagram is looking to increase the reach of brands with their paid partnership tool.
Before the update, companies that paid influencers to promote their products and services had their reach limited by the number of followers they had on the platform.
With this new change, influencers and the brands they are partnered with have the ability to promote themselves and appear in the feed and story of users, regardless of whether they follow them or not.
How does this work?
Companies first create the ads they wish to be shown which then get passed on to the content creator. The influencer then decides whether they want to run it in their feed or in a stories format.
How effective are branded ads?
According to Instagram, 68% of people that use the app do so with the intention of interacting with an influencer.
With the introduction of branded ads, the reach of businesses is only going to grow wider.
5) Changes to YouTube Ads
Bumper ads have been a staple ad choice for many brands looking to promote on YouTube. These are the six second ad rolls shown at the start of a video.
The problem lies in the fact that not everyone has the ability to create compelling ads that portray their message in just six seconds. This is why YouTube is looking to release a tool called the Bumper Machine which helps aid in creating Bumper ad videos.
How does this work?
With the introduction of the new Bumper Machine tool, advertisers are able to cut a video under 90 seconds into a stream of YouTube-ready Bumper ads at no additional cost.
They are also providing a free suite of video editing tools to go along with the Bumper Machine to help you increase the quality of your final result.
How effective are Bumper ads?
Bumper ads can be extremely effective when done correctly. According to Google, Heathrow Airport was able to use Bumper ads to promote their Heathrow Bears campaign and reached 12 million unique visitors, which is equivalent to approximately 18% of the entire population of the UK.
How can you utilise this digital marketing news?
With the latest changes reported in digital marketing news, you may need to rethink your ad strategy if you want to stay ahead of the marketing game.
As a digital consultancy with 15 years of marketing experience and a focus on paid ads and conversion rate optimisation, we have helped many companies achieve their goals and raise their revenue.
If you need advice on how to adapt your ad strategy, get in touch today.