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We’re hiring! Business Development Manager – EU markets

We’re looking for 3 ambitious sales managers to grow our international team.

Who are we:

We are a MarTech company that creates a software for digital agencies and eCommerce brands, that is reducing the cost of advertising in multiple channels and lets Ad agencies create an additional revenue streams.

After marking our presence in some parts of Europe, we’re growing our international team. We’re currently focusing on UK, Ireland, Benelux, France and Nordic markets.

Who are you

A business development manager with sales focused mindset and a bias towards overachievements. You are great with relationships building and have a strong communication skills. You are organized, ambitious and determined to grow in the role.

What you will do:

  • Own a full sales cycle of the software product dedicated for digital agencies and/or eCommerces (Outbound & Inbound)
  • Identify the opportunities and nurture relationships with key prospects
  • Oversee communications and serve as a primary point of contact for your portfolio
  • Grow the pipeline of new business opportunities
  • Support the Marketing department on building campaigns on your assigned market

What you bring:

  • 1+ year experience in B2B business development, possibly in the landscape of digital marketing agencies or AdTech
  • You are native in one of the languages: English/French/Dutch/Finnish or Norwegian and speak fluent English
  • You can lead an end-to-end sales process both inbound and outbound
  • You understand performance marketing metrics (CPC, conversion rate, CTR etc.)
  • You have a basic knowledge of Google Ads ecosystem
  • You’ve got a network in the digital marketing field
  • You’re ambitious and do not settle for the minimum
  • Experience in working with CRM

What we offer:

  • Flexibility to work from the location of your choice
  • Growth potential – We are growing rapidly and you will be one of the first sales in the market
  • A lot of freedom in decision making and working on the market strategy
  • All essential tools
  • Flexible work schedule (part-time/full time)
  • Base salary + performance bonus

If it’s you that we’re looking for, don’t hesitate to send us your application, contact us via contact form.

We may contact chosen candidates only.

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Google An effective Ads campaign during the crisis–is it possible?

Can we trust the current techniques of campaigning during the coronavirus epidemic? Will the automation tools work fast enough and provide the expected results? Or, in times of uncertainty, should we instead return to the times when we were looking at the screen 24 hours a day and watching, in real-time, how various figures change?

A very turbulent time has come for online marketing. Fast and controlled action is necessary. Despite this, however, we should not return to the old SEM practices. Below are the basic aspects to look out for in order to be able to respond adequately to the changing situation, and thus, to ensure the success of the advertising campaign in times of crisis. The case of each advertising campaign is different, so it is worth approaching each of the points individually, in terms of a specific campaign.

Note the bid adjustments

The bid adjustments determine how often ad data is displayed depending on where, when, and how a user searches for information. COVID-19 has put a significant part of the world in hibernation. Many potential customers work remotely at home; their lifestyle and behavior has changed, and so has the time of day when they use the internet. The metrics have most likely changed for your campaign as well, which is why it’s vital to verify your bid adjustments so that your ads run while your customers are online.

We can also expect changes in geographical coverage. A significant number of employees no longer commute to work; many people returned home from abroad, so searches will mainly take place from the cities where they live. Given that the rules on social distancing have changed, one can also expect changes in local searching. It is important to verify geographic bid adjustment and to make sure your pre-crisis settings work just as well in a crisis. You may need to allocate your budget.

 It is also worth noting what devices users use. It is possible that due to restrictions on moving around and spending most of their time at home, your customers use stationary devices more often than mobile ones. In such cases, it will be necessary to modify the indicated devices on which the ads are displayed.

Smart bidding–keep your finger on the pulse

It can be assumed that most of the bidding algorithms take into account data from the last 30 days. It is worth looking at them and assessing how the recent, unstable period affected your campaigns. If there was a big increase and then a fall (or vice versa), it is important to know if the tool makes the right decisions in this situation while at the same time not decreasing the effectiveness of the campaign.

The best way to predict the future is to look into the past. Check what the best day or week in the campaign looked like and compare it with the worst. This will verify if the Smart Bidding Tool was making the right decisions in these situations. Could it be that smart bidding acts too quickly or assumes that a good period would last longer than it actually did? It is impossible to give a simple answer to this type of question without a thorough analysis of a specific case, which is worth carrying out to make sure that the tool works in the way you expect.

Expect slower ad approval

During the current crisis, Internet search engines are overloaded to the limit. As a general rule, both Google and Bing approve ads within 48 hours, although this period is usually much shorter. Unfortunately, the outbreak of the coronavirus also affected the work of the support teams of both companies, which means that the time it takes to approve ads is longer.

For instance, the promotion may have already been launched automatically before the new ad was approved by Google. It is quite common practice among advertisers to pause old ads while starting new ones. Currently, however, it is better to wait until you are sure that new ads are already active.

Communication with the customer must come first

It is also worth investigating each of the conducted campaigns and checking whether they are up-to-date. The ad’s text should be adapted to the current situation and, above all, not mislead the recipients. For instance, there may be a situation in which the non-updated content of the ad will inform users about the possibility of a personal meeting at the company’s headquarters, while everyone is working remotely and there will be no possibility of meeting a representative. Similarly, if we sell products online, it is necessary to update the product shipping time or hours when telephone consultants are available.

If you make a promise in your ad that you cannot fulfill, your client may no longer be interested in the services or products you offer. Google also indicated in its campaign management guidelines during the epidemic that it should be assessed whether the content of the ads reflects the actual capabilities of the company. The best way to achieve success is reliable communication with the client, even if it would not be optimistic news.

“It seems very obvious to update ads, but the reality is very few advertisers are doing it.”

These words were said by Rik van der Kooi, Corporate Vice President of Microsoft, during a live broadcast for partner agencies. He pointed out the importance of updating the content that companies use in their ads. Currently, companies should primarily focus on communication with users so that after a crisis, they become customers of a given brand.

In uncertain times, people are looking for a source of consistency and certainty. Regardless of whether you guarantee customers a specific and reliable shipping date, free shipping, or free downloadable materials, when you display empathy for the difficult situation they have found themselves in, it will be remembered. In this way, the relationship with the customer grows and their trust in the brand increases. But this proves true only if you are able to keep your promise!

The hard time has come for online marketing, but that does not mean that all activities associated with it should be suspended. Evaluate how your ads work, whether automation works well and adapt to the prevailing reality. The coronavirus crisis is the time to strengthen your brand’s position and to talk to the customer one on one. Take advantage of this, and, when stabilization comes, you will start from a well-established and robust position.

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Mandatory parallel tracking for video campaigns

Parallel tracking has until now been mandatory only for search, Shopping and Display Network campaigns. It was an optional solution for the video campaigns. However, starting from June 15, 2020 this will change and parallel tracking will become the only option available. If you run video campaigns and haven’t used parallel tracking so far, make sure to read our article because you’re running out of time!

Parallel tracking allows you to reduce the time it takes to load a page after a user clicks on a Google Ads ad. Through parallel tracking, the customer is sent directly from the ad to the final URL, and all additional processes take place in the background. Advertisers and video campaigning agencies must therefore prepare within a few weeks for changes related to the obligation to use parallel tracking.

Parallel tracking advantages

Parallel tracking has been designed to improve site loading speed. The landing page is immediately displayed to users, while in the background the clickthrough of the ad is measured. At first glance, advertisers won’t experience major changes. However, parallel tracking minimizes the time it takes you to be redirected to your landing page, which results in an increase in conversions, a decrease in the number of lost visits, and thus an increase in ad performance.

Note: Parallel tracking is not available for hotel ad campaigns.

How does parallel tracking work?

Parallel tracking is done as follows:

  1. The user clicks on the advertisement
  2. Immediately he sees the landing page to which he is redirected

At the same time, Google Ads tracking tags and tracking URLs are loading in the background. If an advertiser uses more than one click tracking tag, additional redirects will also load in the background.

What does the situation look like when parallel tracking is not enabled?

  1. The user clicks on the advertisement
  2. The Google Ads tracking tag is loaded
  3. A monitoring link and an additional monitoring link (if any) is loaded.
  4. Only at this stage can the user see the destination URL.

Parallel tracking — everything for mobile devices

Google emphasizes that at the moment, site speed is more important than ever. This is relevant for mobile devices in particular. According to the latest Google research, around 53% of mobile site visitors leave the site if the page doesn’t load within three seconds. On the other hand, the average time of loading websites on mobile devices is as much as 19 seconds for a 3G connection and 14 seconds for a 4G connection. It shows how much there is to improve.

Advertisers who have used parallel tracking in their ads so far have reduced landing page loading time by up to 5 seconds and that’s a huge gain. It’s no secret that even the best prepared advertising campaign won’t bring the expected results if users have to wait a long time for the page to load.

Before you start

Please contact your click measurement system provider before using parallel tracking. Find out if your measurement system will be compatible with parallel tracking. Compatibility may change depending on the features enabled.

Incompatibility may cause clicks to not work as expected, and may even result in the content or layout of the landing page looking not as intended. The click measurement system vendor may require you to modify the tracking templates or make the necessary changes yourself. You can find more information about this here.

How to launch parallel tracking?

After making sure that the click measurement system is compatible with the parallel tracking method, you can proceed to enabling this option in your Google Ads account. Managers can do this in the following steps:

  1. Log in to your Google Ads account
  2. In the navigation menu, click “All campaigns”
  3. From the menu on the left select and click “Settings”
  4. Go to account settings
  5. Click “Tracking”
  6. Click the “Parallel tracking” switch to activate it on your account.

To verify that your tracking configuration doesn’t accidentally have broken URLs, click “Test” next to the tracking template. If the URL doesn’t work, a red X will appear in the status column. For the tracking template URL to work correctly, all redirections and the tracking template itself must use HTTPS and be server-sided. Google Ads uses HTTPS every time the trace is invoked for the first time, even if it wasn’t provided.

Like we’ve already mentioned, all video campaigns in Google Ads from June 15,  2020 on will be automatically transferred to parallel tracking. However, you don’t have to wait until June and we recommend switching to parallel tracking yourself right now to be able to use all the advantages of this solution.

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Revolutionary changes to the Google Partners program starting in June 2020

Revolutionary changes to the Google Partners program starting in June 2020

On February 13, all current Google partners received a message saying that by the end of June 2020 the requirements for becoming a Google Partner will be updated. This change will also involve the way certificates are considered when awarding Partner status and agency specialization. If you run an SEM agency, make sure to read on.

From June 2020, as soon as these changes come into force, SEM agencies will have to put a lot more work into obtaining or maintaining Google Partner status. Some requirements are much harder to meet than before. From this summer forward, SEM owners will have to get used to the fact that existing Specializations will now be classified as Skills. And this is only the beginning of changes.

Certificate update

Currently, one of the requirements set by Google is to have at least one user in the team who has any of the Google Ads certificates. Since June 2020, the company will have to ensure that at least half of the authorized users have updated certificates. They can be obtained or updated only on the new Skillshop platform (formerly known as Academy for Ads). Thus, you will need to link Google Ads accounts to the Skillshop platform.

In addition, there will have to be at least one person specialized in each Google Ads service in the agency’s team. This means that the company will have to have at least one expert on search advertising, advertising on the Display Network, video advertising and advertising on Google Shopping. At this time, it is not certain how Google will verify the number of authorized specialists present in a given agency. Most likely, however, it will be checked based on the number of accounts linked in the manager.

Increased spending on advertising campaigns

Another big change is the issue of advertising expenditure. Previously, the agency’s quarterly spending had to reach at least $10,000 in all accounts it managed. Starting from June 2020, this amount will increase to $20,000, which is supposed to indicate the growing activity of the agency. This amount will have to be spent on advertising in the same period as before, i.e. 90 days.

This change will particularly affect companies that are just starting their business in the SEM field. It is them who will have the most difficulties in joining the affiliate program. For large companies that already have an established position on the market, this change shouldn’t be a big issue.

Implementing Google’s recommendations

The last and probably the most controversial change is the need to demonstrate the effectiveness of the agency’s activities in maximizing profits by configuration and optimal Google campaign management. This effectiveness will be assessed on the basis of the data contained in the “Recommendations” tab, but rejected recommendations will not affect the assessment of the agency’s effectiveness.

Also, partners don’t have to accept all recommendations or achieve a 100% optimization result in terms of new requirements for the Google Partner status. The threshold for the new requirement is 70% of the implemented recommendations.

This can be a significant problem for some SEM agencies that don’t always follow Google’s recommendations. It happens when they have a negative impact on the overall results of advertising campaigns or the relationship between the agency and the client. However, from June on, it will be necessary to obtain or maintain the status of a Google Partner, let alone a Premium Partner.

Examples of Google recommendations include:

  • Increase your budget (which can be problematic for a customer with a fixed or small budget);
  • Raise target CPA (in a situation where we have already set CPA in accordance with the maximum requirements of the client);
  • Use call extensions (which can also be troublesome when the campaign is carried out outside of business hours, when none of the employees are in the office).

Ethical dilemma 

These changes can cause a big moral dilemma among agencies. On the one hand, agencies are seeking to become a Google Partner. This status positions the agency to its potential clients in the category of an expert who can be trusted. On the other hand, however, each of the professional agencies wants to do their job so that the client can see real profits from the campaign.

Using Google’s Recommendations isn’t always is the best solution. The new requirements will mean that agencies will have to choose between what is best for the client and what is best in terms of Google recommendations and becoming a Partner.

A new “Client Partners” badge has been created for agencies that don’t want to choose between the automatic implementation of all Google Recommendations in their clients’ campaigns and the total loss of Google Partner status. It can be placed on your website instead of existing badges or coexist with them. However, this is not an official Google badge — it was established as an alternative to the Google Partner Program.

Placing the badge on your website tells clients that you put the reliable work on their campaign above maintaining the status of a Partner. It also means that you won’t increase your spending on the advertising platform unnecessarily. All information on how to join the program and obtain the “Client Partners” badge can be found here.

Google Premium Partners

As you can guess, the changes introduced in the affiliate program will also have an impact on the Premium Partner Status granted by Google. This title is awarded once a year to only 3% of the best agencies that already have the status of a standard Partner.

Google premier Partners status - what change in June 2020

The following factors are considered when choosing the best partners:

  • increase in the number of customers
  • maintaining the current number of customers
  • annual advertising expenditure

The evaluation is carried out by the search engine every year. What’s important, the Premium Partner status doesn’t exist in all markets around the world.

Of course, soon an effective implementation and compliance with the already mentioned Google Recommendations in accordance with the new requirements will have a huge impact on obtaining the Premium Partner status, as is the case with other partner agencies.

Companies that meet the requirements starting from June 2020 will gain access to the new Google Partner badge, new status and new opportunities to distinguish their agency from the competition. You can already check if your company meets the new requirements and prepare for their implementation.

All you have to do is go to the Google Partners Program tab and read the information it contains. Thanks to this, you will know if your agency can apply or maintain the status of a Partner, and if not, what steps to take to make it possible.

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Market Insights – compare your prices with your competition

market insights

Google once again comes to the aid of the eCommerce industry. Recently, Google Merchant Center has been expanded with a new service, namely Market Insights. It allows you to compare the prices of your products with the prices of competitors. So if you run an online store and know how important it is to analyze your competitors’ activities — this article should be interesting for you.

Measuring company performance and prices relative to the competition is an extremely important aspect of marketing any online store. Thanks to a thorough analysis, stores can assess their progress and better understand how they’re doing in relation to the competition. Google is well aware of the importance of this knowledge, which is why a new service — Market Insights has been added to the Merchant Center tool.

Google Merchant Center — tailored to the online stores

The Google Merchant Center tool was created for people selling their products on the Internet. It enables sending information about the online store and offered products to Google. This data is then made available to potential clients who search Google.

If you run an online store and do not yet use Google Merchant Center, we encourage you to catch up as soon as possible. With this tool, all data about your store and products is available to buyers throughout the Google ecosystem. You decide the frequency with which product information is to be updated. It can happen as often as every day. After pairing your Google Ads account with Google Merchant Center, you can manage your shopping campaigns more effectively, which has a real impact on sales in your online store. To set up your Google Merchant Center account, click this link. More information about registration in Google Merchant Center and the tool itself can be found here.

Even more possibilities in GMC thanks to Market Insights

Recently, through the Merchant Center you also have access to full reports and statistics on discounts and prices from other sellers. The Market Insights tool is only available to people who already have a Google Merchant Center account. With its help, vendors are presented with data on best-selling products and the most competitive product prices in a particular industry.

People who use Market Insights will appreciate the opportunity to use the tips on making assortment and pricing strategy decisions in the online store. Thanks to Market Insights, you can also find out which products are looking good against the competition and will give you an advantage over other sellers.

Market Insights operates based on a juxtaposition of two key reports generated by Google Merchant Center:

market insights

1. Bestsellers report — it informs you about the products and brands that are currently the most popular in product ads. This data is updated weekly. Depending on the specifics of your brand, you can use the report to view data covering sellers of products in many categories or specializing in a particular category.

Unfortunately, at this moment the bestseller report is only available for products popular in the United States, France, and Great Britain. However, by using the possibilities of this report, you will certainly get a lot of useful information. In Poland, the Suggested Product Report is currently available, but Google has already announced the extension of the bestseller report to other countries and replacing the suggested product report with it.

2. Price competitiveness report — you will learn how other vendors price the same products you offer. The report presents the average price for each product. Thanks to this, it’s possible to estimate which price drives users to click the most.

There are two ways to view the data presented by the competitiveness report. The first option is to view data by category, brand or type of product. The second option offers data display for particular products.

One tool — lots of benefits

The new service in Merchant Center expands reporting capabilities with information useful when planning an advertising campaign. On the basis of collected market data, Google illustrates price ranges in the form of charts and tables. The data includes information about the price of our product. That way we can check whether our price is below or above the reference price.

The availability of competition data and product prices offered by other stores in one place saves time spent on preparing competition analysis. The combination of current and historical data also increases the value of performed analyzes. Product prices can play a big role in both product visibility and traffic from Google Shopping campaigns.

Market Insights offers exclusive access to retail data on Google. It will also be useful when planning the company’s pricing policy, operation strategy or an effective SEM campaign.

Acquired price reports will allow you to increase the quality of analysis and influence tactical decisions regarding marketing in the company. Knowing where your products are currently competitive, you can decide to intensify your activities in this area.

Join Market Insights

Market Insights users are subject to the Merchant Center Terms of Service. All reports are available only for internal use of the seller and people acting on his behalf. In other words, only the person who owns the domain on which the products are sold or the seller who offers his products on the trading platform can have access to the data. To be able to join Market Insights, you must be an administrator of the Merchant Center account and meet certain requirements for participation in shopping ads or purchasing actions. You can launch the service in the “Manage programs” section of the GMC panel. If you qualify, you’ll get access to all price competitiveness reports, development opportunities, and bestsellers reports that will help you expand your online sales.

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New extension for text ads – Google Contact Form

Google Contact Form

Google introduces a new extension to text ads as part of Google Ads. The contact form, because that’s what we’re talking about, currently works in selected countries and is available in beta. Its main task is collecting valuable leads from advertising campaigns. However, you must hurry! Leads will only be available for 30 days.

The Google Ads contact form helps you get the contact details of potential customers directly from text ads. For now, this solution has been launched in beta in almost 60 countries. It is addressed only to users of mobile devices, both those with Android and iOS.

It’s hard not to get the impression that Google has modeled on the solution previously introduced on Facebook. Facebook Lead Ads work very similarly, they also have an identical role — leading potential customers directly to the advertiser. Interestingly enough, Google emphasizes that the data provided to companies as part of the Google Ads contact form won’t be used to personalize the displayed ads.

Google’s requirements

The Mountain View giant places a number of requirements on advertisers who want to use the new extension.

  • First, the form should include the company’s privacy policy so that customers can read it before providing their personal data.
  • Secondly, contact info of potential customers will be automatically deleted after 30 days, therefore you should copy it regularly so that you don’t lose anything. Contacts can be exported to a CSV file.
  • The name of the company in the contact form must not be misleading, illegible or with promotional content attached (e.g. a CTA).
  • It is not allowed to use the form to promote sexual content or one related to drugs, alcohol, gambling, healthcare, and politics.
  • The information in the advertisements must be accurate, and the products and services themselves must be available in the company’s offer.
Google Contact Form

Notably, the search engine offers the possibility of integrating the contact form with the advertiser’s CRM system. This is done via a webhook (an API that sends contact details from Google forms to CRM in real-time). Detailed instructions on how to connect CRM to a webhook can be found here.

Measuring forms’ effectiveness

It should be noted that contact forms don’t function as stand-alone, separate ads, but only as an extension of existing text ads. Therefore, targeting and bidding settings do not change.

Every time a potential customer opens a contact form, Google will count it as a lead. Each time the customer enters his data, it will be counted as a conversion. Submitting completed forms from potential customers is the only type of conversion that will be assigned to the form. Other conversion actions won’t be reported if potential customers click the form extension. For example, if someone clicked your order form and later bought something on your site, the conversion won’t be attributed to the form. In addition, these conversions won’t be visible in Google Analytics.

Users can check the effectiveness of clicks and conversions at any time by simply filtering the performance report by “clicks” and “conversion type”.

How to set up a contact form in your campaigns?

Google has prepared a detailed step-by-step instruction, it’s available here. In the campaign settings, the “Ad extensions” list, you can select the “Contact form extension” option. In the next steps, you configure the settings and parameters of the form, including the CTA (possible options are e.g. more information, check the price, submit an application, contact, register, book now) and type the extension text. Interestingly, the CTA will be automatically translated into the recipient’s language, while the extension text will not.

In the next steps, add the company name, form the header and description. Then you need to indicate the type of data you want to get from the potential customer (you only need to indicate one option, e.g. email address). Careful! It won’t be possible to edit this data, so you should think about what information you care about. It’s also possible to embed a photo in the background of the form. The image must comply with Google Ads standards and the graphics can’t be blurred.

The last step before accepting the form is to prepare the content of the message confirming that the form has been sent.

A step in the right direction?

For a long time, Google has been successively striving to provide its users with as many opportunities and amenities as possible without leaving the search engine. This is another step in this direction. Since forms are a relatively new solution (interestingly, the first tests of a similar solution took place already in 2010), it’s difficult to assess at this stage how successful they will be.

A large part of customers may be concerned about the security of contact details they provide, and on the other hand, it’s a quick and convenient way to express their interest in a particular product or service. Certainly, advertisers who focus on online queries from customers should test run contact forms and assess their effectiveness.

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Reach Planner – help in optimizing video campaigns

Reach Planner

Google Ads campaign planning tools are constantly developed and improved. One of the solutions worth discussing is Reach Planner, available since 2018. This tool enables accurate planning of YouTube video campaigns and their optimization. Everyone who uses video ads should get interested in this topic!

It’s no secret that planning an advertising campaign can be tedious for many reasons. In particular on YouTube, where new solutions are constantly being introduced, such as Outstream ads or Trueview for Action. Ad sequencing in conjunction with experimental TrueView and Bumper ads could cause YouTube ads to appear chaotic and in no way related to each other.

In addition, some formats generate views paid for in the CPV model, while others generate views paid for in the CPM model. Still others promise conversions and are accounted for in the CPA model. In such an environment, the advertiser could ask the obvious question: “What exactly do I get from advertising on YouTube?”

To deal with these kinds of problems, Google decided to launch the Reach Planner tool in 2018, used to measure YouTube’s reach and facilitate the planning of advertising campaigns on video services.

What is Reach Planner?

Reach Planner is a tool for planning advertising campaigns. It was designed by Google to accurately plan the reach of video campaigns on YouTube and Google Video Partners (GVP) network. Currently, it is available in over 50 countries. Reach Planner simplifies the planning process and provides unique reach on various devices to all target video advertising recipients.

Reach Planner solutions are based on Unique Reach data. This allows you to find out how many unique users your ad will reach. If a user displays your ad on several devices, the data obtained from Unique Reach will show this as one view, because it was generated by one user. In other words, thanks to Reach Planner you can see your reach based on people, rather than just cookies.

Indisputable advantages

Another important piece of information is that Reach Planner is updated weekly. Thanks to this, the tool uses the most current of the available data. On their basis, you can target the ideal audience and plan the reach of your ads based on your campaign goals.

The data collection methodology used by RP is fundamentally different from other reach planning tools available on the market. Reach Planner presents data collected based on the commercial reach of the campaign, unlike other tools that rely on organic reach. However, general trends in the data presented by different tools should be convergent.

One of the basic advantages of Reach Planner is the ability to tailor relevant YouTube advertising tools to your marketing goal, advertising preferences and campaign budget. For example, if you want to maximize reach to increase brand awareness with short ads, Reach Planner will recommend that you properly allocate spending between TrueView in Stream and Bumpers ads to achieve this goal.

Only 3 steps to an effective video campaign

You’ll need to contact a Google representative to access Reach Planner.

Then you’ll be guided through three very simple steps, after which you can use the full range of possibilities of the tool:

Reach Planner
  1. Defining recipients. In other words, at this stage you define who your target customers are. Consider how you can reach them via YouTube.
  2. Finding the right combination of ads. Considering the indicated campaign goals, Reach Planner helps you find the right ad formats, tailored to the goals and budget of the campaign.
  3. Seeing your reach. Using a curve, Google will present you with the scale of your reach, frequency and other key parameters for the target group chosen by you. You can also change parameters in real time to check how the forecasted reach changes.

The most important campaign information in one place

When you start using Reach Planer, you will see that it is divided into four sections. In the first you can choose the target group, in the second you will adjust the campaign settings, in the third you can change key parameters, and in the fourth you can track your results.

TARGET GROUP

This is the simplest section of the tool. It shows five basic online targeting options that you can freely modify: country, gender, age of the audience and parental status of your target group.

CAMPAIGN SETTINGS

Here you can change the campaign emission dates, set frequency limits, specify the devices on which the advertisement should be displayed and define preferred display spots. You can set a frequency limit in days, weeks or months, and decide whether to display your ad on mobile devices, computers or tablets. When it comes to places, you can show ads not only on YouTube, which is considered the best placement, but you can also join video partners on the Google Display Network.

Google Display Network consists of millions of possible placements, so selecting it can increase the effectiveness of the campaign, but weaken the branding effect, because some placements are not ideal to associate with an advertising campaign. You can always change specific placements or exclude categories in which you don’t want to show your ad.

MEDIA MIX        

In this section you can choose the types of video ads you’ll use. In addition to standard TrueView In-Stream and TrueView Discovery ads, you can also include Outstream and Bumper ads in your campaign. At the same time, you can modify your campaign budget here.

DATA VISUALIZATION

This is probably the most important aspect of RP. Here you get forecasts for reach, advertising costs and display frequency. This is also where you can set the minimum effective frequency for your campaign –— the minimum number of ads that should be displayed to a user in order for them to reach you through your campaign.

It’s not all Reach Planner can do

Google and YouTube are constantly intensifying their activities, supporting brands and helping them reach a wider audience. The first step to this end was to launch the Reach Planner. This allows advertisers to plan their activities on YouTube and in video media even more accurately.

NIELSEN TV DATA

Recently, Nelsen TV Data has been added to Reach Planner to further facilitate the optimal connection of television with YouTube and maximize the reach of media campaigns. Recipients are increasingly choosing digital technology. According to Nielsen’s report, GPR (the value specifying viewership in percentage points of a single ad broadcast or the entire advertising campaign) on cable and television is falling. Over the past 5 years, in the group of respondents aged 18-49, weekly GPR decreased by as much as 31%.

The introduction of Nielsen TV Data to Reach Planner allows you to compare TV and YouTube data. This allows advertisers who display TV ads and YouTube ads to see their results on one screen. Thus, they can design campaigns more accurately and choose tools that will enable them to achieve their advertising goals.

Unfortunately, at the moment Nielsen TV Data is only available to users in the United States. However, Google plans to introduce this tool next year also in other countries. It’s a good idea to follow the news from overseas about the operation of Nielsen TV Data to be able to implement it, monitor and plan your advertising campaigns as soon as it is available in your country.

Start today

Considering all the current abilities of Reach Planner and the benefits it gives its users, you should start to use this tool right now. The possibility to reach audiences on different devices, precise advertising planning on YouTube and Google Video Partners in over 50 global markets, or the ability to calculate the view rate in the target group along with the cost of the campaign are just some advantages of this solution. If you are not using Reach Planner yet, be sure to look here. In this Google article you will learn how to skillfully use the Reach Planner to estimate the reach of advertising campaigns among audiences on YouTube, as well as on GVP websites and applications. You will be guided through the stages of creating a media plan and learn how to use ready-made advertising sets.

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Product ads — now also in Gmail!

Product ads

Starting March 4, product ads will also be displayed via Gmail. The solution will be (to a limited extent) also available to customers from Poland, and its launch will take a few moments. From now on, over one billion new users will see product ads!

The campaign targeted at Gmail users will be able to be launched using both Product Shopping Ads and Showcase Shopping Ads. Unfortunately, as of now, only the first format is available to advertisers from Poland. Product Shopping Ads is a solution dedicated strictly for the eCommerce industry. This type of ad gives users detailed information about what you are selling, even before they click on it. The advertisement shows potential customers a picture of the product, its brand and model, and most often also a brief description and name of the store, which is the source of the ad.

This graphic shows how product ads look on different devices:

Why Gmail?

Google’s Inbox is a good place to enter product ads. First of all, it should be mentioned that this is the most popular free email address in the world, and therefore a huge target group. At the end of October 2018, the official Gmail account on Twitter showed that the number of Google mail users exceeded 1.5 billion.

In addition, Gmail is very much appreciated by its users. Google is committed to ensuring that the inbox provides the right quality of service and attracts more and more users. For example, the option to send money transfers via Gmail is slowly being introduced (this service isn’t available everywhere). Another strength of Gmail is its simple and clear interface. On the one hand, it’s a great advantage for users, and on the other — good news for advertisers, because the minimalist design allows the space to be used for promotional purposes.

Product ads advantages

Product Shopping Ads are the perfect solution for online store owners. They allow you to precisely target people who are looking for goods you offer. The customer can pre-familiarize himself with the product before buying it. Hence, once he clicks on your link, the path to purchase is very short.

Product ads don’t only work on the basis of keywords, they primarily use product attributes defined in the data sent to Merchant Center. This solution allows you to group products in a very flexible way and indicate which items in the offer you want to promote.

Google also offers wider possibilities of reaching customers through product ads. It turns out that a given user may see several product ads from one source. It is also possible to display a combination of text and product ads. This means that your reach among buyers can multiply, which at the same time significantly increases the chance of a click-through.

Google also provides a tool for in-depth analysis of your ads’ performance. For example, you can see how many clicks a particular shoe brand got in your offer. You’ll find that out simply by filtering the product view. Thanks to this solution, it is possible to identify growth opportunities and development directions of the company’s offer. To facilitate analysis and reporting, Google has created a tool known as the Bid Simulator.

How to launch product ads in Gmail?

Product ads

To start displaying product ads to Gmail users, just follow these simple steps:

  1. Log in to your Google Ads account
  2. Click the plus button and then “new campaign”
  3. Select the campaign type “Sales” and “Product”
  4. Go to the settings section and check the box next to “YouTube, Gmail, and Discover.”

Checking this checkbox is enough to start displaying product campaigns also for Gmail users. Of course, you should have product ads configured and prepared in advance. Detailed instructions showing how to create a new product campaign step by step can be found here. You’ll need both Google Ads and Merchant Center to run it. Product campaigns are billed in the CPC (Cost Per Click) model. Until recently, they were displayed only in:

  • “shopping” tab in SERP
  • right side of SERP
  • Google Display Network

However, as you can guess from the above changes, this list will be gradually developed. We can expect that in the future product ads will be visible one way or another in every channel of reaching the customer in the Mountain View giant’s portfolio. This is good news for online store owners because the number of channels they can use is increasing.

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YouTube masthead – COMING SOON TO YOUR SmartTV?

YouTube masthead

Back in 2015, masthead was a type of YouTube advertising available to only one advertiser per day, and the cost of this form of promotion was counted in hundreds of thousands of dollars. A lot has changed since then. The platform has moved to CPM model, which has significantly lowered the entry threshold, and recently the work on introducing masthead ads on TVs has been completed. Will masthead soon be a permanent feature of watching YT on TV?

YouTube is the undisputed hegemon of the Internet video industry. It is the second most popular search engine in the world (the first place has been occupied by Google constantly for years), used by over 2 billion unique users every month. The popularity of this platform had long since gone beyond computers and laptops. Currently, about 40% of all mobile traffic takes place on YouTube.

It was a matter of time when the world’s largest video platform would also be available on TVs, especially since YT is available via smartTV or consoles such as PlayStation or Xbox. The time of watching video on YT on TV has already exceeded 250 million hours per day (as of March 2019). This is a very dynamic increase of 39% in less than a year. It is impressive, especially as these data do not take into account the statistics of YouTube TV, Google’s online paid TV service.

YouTube masthead

Masthead on computers and mobile devices…

YouTube Masthead is the largest advertisement on the platform. It is always displayed in the browser at the very top of the service home page. In ads of the masthead type displayed on a computer or smartphone screen, the promoted video is initially automatically played without sound for a fixed period of time (maximum 30 seconds, not necessarily counted from the beginning of the material). Auto-play is activated only within a few seconds after the website is launched.

The platform offers two configurations of video size: panoramic or 16:9 ratio. The user can turn on the sound in the auto-playing advertisement (it is disabled by default). Clicking on a video or thumbnail during autoplay will take you to the video page on YouTube. Here, the video starts up again with the sound on.

Originally, the masthead was only available to one specific advertiser per day, who paid a flat-rate fee for the entire display day. According to data available on the web, in 2015 you had to pay as much as $400,000 for one day of displaying an ad! Currently, YouTube policy in this area has changed. Mastheads are now displayed in seven-day blocks where advertisers can bid for space based on displays (CPM – Cost Per Mile).

…and soon on TVs as well

The dynamically growing time of watching YouTube on TVs has not escaped the attention of the platform’s owners. In September 2019, beta tests of masthead advertising on TV screens began. Initially, YT has been conducting a test campaign in selected markets. On November 21, 2019, Anish Kattukaran, Product Manager of YouTube Ads announced on the official Google blog that the mastheads “have just been made available globally to all advertisers in the CPM price model“. From now on, advertisers can choose on which devices the masthead advertisement will be displayed (you can choose the TVs only, excluding computers or mobile devices).

Masthead on TVs will have an autoplay function and will be muted by default, just like on computers. If no action is taken by the service user, after a few seconds the advertisement will automatically extend to the full screen.

Masthead is a format that is being increasingly used by advertisers. Until recently, however, it was only available to customers in a form targeted at computer and smartphone screens. The ability to advertise on “television” YT has been available for a relatively short time, which means that it will take some time before it is standard on YouTube. You also have to wait to see how these types of ads will take on specific markets. At present, negative voices are often heard, indicating the urgency of this form of promotion.

How to include masthead into your advertising activities?

Having advertisers in mind, YouTube has provided a special section on its website where you can see how a masthead ad will look like on your computer, smartphone or TV screen. The tool is free and available at the address.

A company that will want to use this solution has a relatively simple process ahead of itself. Of course, the video material must be provided first. Google recommends an image aspect ratio of 16:9. You also need the header text and (optionally) CTA content, which is a call to action. If a profile uses a video wall, it is recommended to provide a playlist ID. These resources should be sent to your account manager or YouTube Technical Specialist at least two working days before the campaign begins. Detailed technical specifications are available at this address.

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Gallery ads – Overview of the possibilities

gallery ads

The Google Marketing Live 2019 conference, held in May last year, brought a lot of news to the giant from Mountain View offer. One of the innovations, which started in the beta phase at the end of last year, are Gallery Ads. This is a big shift, as until now Google has allowed visual ads practically exclusively through Google Display Network.

On August 5th of last year, Google published information that Gallery Ads is now available in beta version in eleven languages, including Polish. Other languages include English, German, Japanese, French and Spanish[1]. However, not all users of Google Ads can take advantage of this solution immediately, as Google is enabling this option on individual advertising accounts progressively. Therefore, it is a good idea to sign in to the client panel and check if Gallery Ads is already available.

Gallery Ads – key facts

What do we know about the new type of advertising? Some important facts have already emerged during the conference:

·         They are directed to mobile devices and will be displayed at the top of the SERP.

·         The advertiser can place from 4 to 8 graphics on one advertisement.

·         The text for each graphic can have a maximum of 70 characters.

·        Notably, Google allows you to add three different headers, which may include CTA[2]. However, these headers will not change when moving the graphics[3].

·       Ads will be charged in the CPC model, but only after the user clicks on the ad or scrolls to at least the third graphic[4].

Similarly to Discovery ads, Gallery Ads will be published in the form of a carousel to enable consumers to view graphic creations smoothly. It is estimated that such an advertising format may increase the number of interactions even by 25%[5]! For now, Gallery Ads do not assume the possibility of using video creations, you can only rely on graphics.

Gallery Ads – for who?

The range of companies that can use this advertising format is extremely wide, we are talking about both B2B and B2C entities. Basically, companies using visual content in their promotional activities will benefit from it. In the case of B2B companies, Gallery Ads can be used to present their results, interesting digital products and promising numbers that will impress the potential customer.

B2C companies, on the other hand, have a much greater scope for showing off their products (eCommerce, restaurants, car manufacturers, dealers, travel agencies) and provided services (hotels, workshops, SPAs, gyms, hairdressers, medical clinics, auto detailing companies) in a very attractive way. Another advantage of Gallery Ads is at stake here. By being able to present several products, services or experiences (or several aspects of one product/service) in one advertisement, you can achieve a truly convincing effect.

Gallery Ads – Facebook track? 

A similar advertising format has been running for some time on Facebook and Instagram and has proven its worth on both platforms. The companies that use such ads have often noted a significant improvement in ROAS and a decrease in CPA costs. No wonder that Google also wants to offer a similar product. There is one more important aspect of why Gallery Ads are eagerly clicked.

People consume visual content much faster and more willingly. Since the human brain processes images 60,000 times faster than text[6], it is natural for Google and other Internet platforms to move from text to visual advertising. No wonder, that Google, especially on smartphones, where we need information immediately, is putting its trust in this direction. The wide range of usage of the new ads makes it possible for the great majority of Google Ads users to use them.

How to launch Gallery Ads?

It’ s time for the most important information for advertisers. As we mentioned earlier in the text, these ads will not necessarily be available in your account. To check this, log in to the Google Ads customer panel, go to the “Ads and Extensions” section, and then look for “Advertising from the ad gallery”.

If the gallery ads are already available in your account, when you select this option, an editor will appear in which you will add all the components of this ad, and these are:

·         Final URL address

·         Display path

·         Three headers (maximum of 30 characters each)

·         Carousel of images

After completing all the fields you can move on to the approval of the advertisement.

Gallery Ads are a natural complement to GDN. Clearly, Google prepares users and advertisers to use visual content. Who knows, maybe in a couple (dozen or so) years, text ads will be gone? Young people are already more willing to search for the information they need on YouTube, so we can conclude that the future is much more promising for visual advertising. Time will tell, in the meantime, it is certainly worthwhile to familiarize ourselves more closely with this advertising format and – at least for testing purposes – include it in promotional activities on Google.