The Paid Media landscape has evolved significantly in the past five years; we have moved away from pure keyword targeting, are more focused on audience development, and above all, paid ads are now taking up more real estate within the SERP and social media platforms. Throughout her talk, Samantha will take you on a deep dive into the diverse offering that we have available to us today across the core platforms. You'll leave this session with a greater understanding of the endless opportunities paid media brings.
The Lead Gen pilot offers an alternative channel for advertisers to receive user texts from their message extensions. Currently, advertisers receive SMS messages to their mobile phone or chat software. With the new Lead Gen pilot, advertisers will receive the leads via a Google Spreadsheet which they can easily upload to their CRM. The user receives an automated response (“acknowledgement”) upon sending the message, and the advertiser can follow up at their convenience.
By opting in to Search Partners, Shopping Campaigns are eligible to show in cards alongside contextually relevant videos on desktop and tablets and on smartphones. http://searchengineland.com/google-brings-plas-third-party-sites-like-walmart-com-202891
Retailers using Local Inventory Ads (LIAs) can now include a “store pickup” link for shoppers who want to buy online and pick up their orders in store. The option appears on the local product landing page hosted by Google after a user clicks on an LIA.
As the example above shows, ads will appear with the name of the service that is serving up the ad — either Google or a CSE. The ads themselves each link to the product page on the retailer’s site, just as they do now. Clicking on “By Kelkoo” or “By Google,” for example, takes the user to the product results on the given engine. There is no longer a “Shop for … on Google” link a the top of the shopping results.
It only affects results in EU countries where Google Shopping is available: Austria, Belgium, Czech Republic, Denmark, Germany, France, Italy, Ireland, the Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland and the United Kingdom. A handful of CSEs have been testing the new offering and are queued up to start showing ads now. Other CSEs can get started with the service today. CSEs upload their product feeds to Google Merchant Center just as retailers do now. CSE feeds are held to the same data requirements as retailer feeds.
Also new for advertisers running local inventory ads, users will be able to click a “Search items at this store” link in the retailer’s local Knowledge Panel to see whether particular items are in stock at their local stores.
Currently the most common ad format; viewers can skip the ad after viewing it for 5 seconds. Can be inserted before, during or after the video. Currently the only ad format that allows you to potentially monetise views from any viewing device. ...a viewer watches 30 seconds or to the end of the video ad (whichever comes first).
Viewers see an ad before your video plays. Viewers must watch the entire 15+ second ad, which may deter viewers who don’t know the value of your videos. Can be inserted before, during or after the video. Currently appears only on desktop and laptop computers, and mobile devices. Views from TVs or game consoles will not count as a monetisable view. ...a viewer watches the ad.
Currently available for videos over 10 minutes: ads are spaced within the video, like TV commercials. Viewers must watch ads before continuing through the video. You can insert ad breaks at natural pauses between scenes for the best viewing experience. Currently appears only on desktop and laptop computers, and mobile devices. Views from TVs or game consoles will not count as a monetisable view. You can add them manually or automatically. See the section below. Depends on the type of ad: ...if the mid-roll is a skippable ad, then the user must watch 30 seconds of the ad or the entire ad, whichever is shorter. ...if it’s a CPM-based ad, then a user must watch the entire ad regardless of length.
Appears across the bottom 20% of the video window so try to avoid placing important visuals in this part of the frame. Currently appears only on desktop and laptop computers. Views from mobile devices, TVs or game consoles will not count as a monetisable view. Viewer can dismiss the ad at any time. ...a viewer clicks on the overlay to expand and view the full ad.
The ad shows up next to your video but it is a lower paying ad format than a Skippable ad. Appears only on desktop and laptop computers. Views from mobile devices will not count as a monetisable view. ...a viewer sees the ad or if the ad is clicked on. This depends on the advertiser’s selection.
First introduced in May, TrueView for Shopping ads allow merchants to show Shopping ads for their own products in their own videos. Related products are shown dynamically, pulled from advertisers’ Google Merchant Center product feeds.
http://searchengineland.com/google-shopping-ads-carousel-youtube-262662Google began integrating Shopping Campaign ads into YouTube in May 2015 — first for brands and retailers to show their own ads alongside their videos with TrueView for Shopping, and then opening up to all advertisers as part of the Search Partners network with Shopping Ads on YouTube nearly a year ago. Now, it appears Google is testing a traditional carousel format for Shopping Ads on YouTube. Rather than showing a couple of ads along the right-hand side of a video on desktop, a scrollable carousel shows four ads below a video at any one time. The format was spotted by the team at s360 in Denmark on Monday. Below is a screen shot showing relevant shopping ads below a Bruce Springsteen video and another showing ads for cleats below a soccer cleat product review video.
The rich media ad units automatically resize to fit all screens and can incorporate assets from YouTube, Google Maps.
If you’re trying to drive people off of Facebook and to your website to click and hopefully convert, these Facebook ad types are for you. These ads will prompt your audience to like your Facebook page, and click through to the website. You can add a customizable CTA on the bottom right.
Video view ads allow you to tell a story about your business through your Facebook ad! You do have some creative freedom with these, and it could also be a slideshow as opposed to a motion picture.
Still images or existing videos
Carousel style ads show 3-5 images and/or videos, headlines and links or CTAs in one space—the audience is able to scroll through the ads horizontally on a desktop or vertically on mobile. This type can be used to showcase specific products or apps, to tell a story through carousel imagery or show one long, high-quality image. Examples can be found on the Facebook site.
Facebook Lead Ads are intended for Facebook lead generation campaigns—people who show interest fill out a form in the ad with contact information and to allow a business to follow up with them. Using this ad type, you can easily collect leads for your business by advertising on Facebook.
Facebook calls Canvas "an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products." After the user navigates to the Canvas, you have many options to tell your story—with multiple CTAs, text blocks, images, and videos. To learn more, check out what Facebook as to say!
Last updated: Aug 26, 2016 Mary Lister 5 Facebook Ads About 3 years ago, I started clicking on ads. All over Facebook and Google, I'd click on these tempting advertisements (usually clothes-related) and slowly developed an online shopping problem. They say the first step to recovery is acknowledgement, but I stayed in the first step for quite some time... Anyway, those ads worked! They got me to click and convert (and I work in digital marketing, I know the tricks on the inside). The second step after acknowledgement—that Facebook ads are worth it, not my shopaholic journey—is figuring out which ad type is right for your business. And the options are overwhelming. If you’re just starting out with Facebook Ads, it can even be challenging to understand the verbiage—what’s a carousel vs. a canvas ad? How can my ads be dynamic? Stay calm. I got you. In this post, we outline detailed Facebook ad specs along with example ads for EVERY Facebook ad type. Let's dig in! Facebook Ad Types: Traffic and Conversions These ads are designed to send people to your website or Facebook page through ads as well as increase conversions, which can be tracked through pixels. Clicks to Website and Website Conversions If you’re trying to drive people off of Facebook and to your website to click and hopefully convert, these Facebook ad types are for you. These ads will prompt your audience to like your Facebook page, and click through to the website. You can add a customizable CTA on the bottom right. Facebook-ad-type-CTW-link-photo.JPG Carousel Carousel style ads show 3-5 images and/or videos, headlines and links or CTAs in one space—the audience is able to scroll through the ads horizontally on a desktop or vertically on mobile. This type can be used to showcase specific products or apps, to tell a story through carousel imagery or show one long, high-quality image. Examples can be found on the Facebook site. Mobile News Feed Ads The mobile news feed ad type is the first step into a Canvas ad (see below)—an immersive experience for the user on mobile. Your audience will have the option to click into the ad, which will then lead them to the Canvas ad. Canvas Ads Facebook calls Canvas "an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products." After the user navigates to the Canvas, you have many options to tell your story—with multiple CTAs, text blocks, images, and videos. To learn more, check out what Facebook as to say!
Product Set This Facebook ad type shows products from a catalog to people most likely to be interested through a targeted audience. It was created by Facebook to personalize each customer’s experience your products catalog, which can be uploaded to Facebook. The catalog contains a description of each product, ID, name, category, availability, product URL, image URL and other product attributes. You also need to place a Facebook pixel on your website to track which products your audience views, adds to their carts, or purchase to show relevant ads from this data. Advertisers must have uploaded a product catalog The unified pixel needs to be set up correctly since Canvas dynamically displays the best performing products. Currently, advertisers cannot choose the ordering of how items appear. Up to 40 products can be displayed Check out a more in-depth how-to here
These ads are specifically designed to have more people exposed and responding to your event invitation.
The objective of these ad types is to have your audience engage with or install your business’ application—on mobile or desktop. If your app is for a mobile device, you can specify to only show this type of ad on mobile, which will direct them to the app store or encourage them to use your app again. Your star rating from the App Store or Google Play store will automatically show on your ad.
Though only available in certain countries, this feature will help you create ads that can reach people located near your business, with optional Call to Action.
SearchLove London 2017 | Samantha Jane Noble | Beyond the Reach of Keyword Targeting: The Evolution of Paid Media
Beyond the Reach of
The Evolution of Paid Media
S A M A N T H A N O B L E
# S E A R C H L O V E
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