Microsoft-Verizon Media Deal – Bing Exclusively Serve Yahoo & AOL Ads
Microsoft and Verizon announced an update to the partnership that has long existed in various iterations between Yahoo, AOL and Bing search ad networks. Verizon-owned Yahoo and AOL are under the umbrella of Verizon Media Group, formerly known as Oath. Microsoft and Yahoo have had a partnership in some fashion dating back to 2009.
Marketers will now have a single global platform to create search advertising campaigns that reach audiences across the Bing, Yahoo, and AOL networks. All search advertising opportunities across Verizon Media properties, including campaigns on both Yahoo and AOL, will be exclusively served by Bing Ads. The industry expects little effect on Google’s share of search advertising. However this should help strengthen Microsoft’s advertising business. Microsoft said it estimates the unified buying could lead to an increase in clicks of 10 to 15 percent in the U.S.
Google Advertising Updates to Utilize in 2019:
Responsive Search Ads
Responsive search ads, currently still in beta,
let you create an ad that adapts to show more text by dynamically combining headlines and descriptions and essentially allows advertisers to test multiple combinations of headlines and descriptions at the same time using machine learning. Over time, the algorithm will prioritize showing the most engaging and relevant ads. Marketers can use up to 15 different headlines and four descriptions rather than creating several individual ads. The new ad format also offers more real estate by showing up to three headlines instead of two and show up to two 90-character descriptions instead of one 80-character description.
There is an option to “pin” headlines and descriptions to specific positions. This will be particularly helpful for advertisers in sensitive categories that require disclaimers, for example. Keep in mind that if you pin just one headline or description to a position, that will be the only thing allowed to show in that spot. It’s possible to pin a few headlines or descriptions to a position to provide more flexibility in the dynamic matching.
Video in Showcase Shopping Ads
Google rolled out a different way for brand marketers to utilize shopping ads to further engage users. Marketers can add video in Showcase Shopping ads. Showcase ads are the multi-image Shopping format that Google rolled out last year. When users click on the ads, they go to a Google-hosted landing page that features promotions, descriptions and select products from the advertiser’s product feed. They typically display on brand and broad queries. Now, instead of just serving image ads, there is a video format that displays ads in the top featured image position. Clicking into the ad allows the user to watch the video in full, giving advertisers the opportunity to illustrate their offering in more depth.
Pay for Conversions in Display Ads, Not Clicks or Impressions
Google Ads is now giving advertisers the option to pay for conversions when using display campaigns. Paying for conversions, rather than clicks, means advertisers only pay when someone converts after clicking the ad. The option to pay for conversions is only available when you use Target CPA with Display campaigns.
Call-to-Action Extension for Video Ads
The new CTA extension for video ads can be applied to TrueView in-stream ads, and later, to Bumper ads and TrueView video discovery ads. Advertisers can use the extension when their primary objective is to drive awareness or consideration, rather than clicks and conversions.
An example of a TrueView in-stream ad with new call-to-action extension.
When your primary objective is driving conversions or clicks to your website, Google still recommends using TrueView for action, the ad format that comes with built-in features like a call-to-action displayed while your ad runs and after it ends.
TrueView For Reach: CPM not CPV
In April 2018, YouTube launched a new way for advertisers to purchase skippable TrueView ads and this is now available to all brands globally. TrueView for reach brings the skippable in-stream format together with the simplicity of CPM buying. Before this launch, advertisers had to pay on a cost-per-view (CPV) basis for users that watched 30 seconds or more of the TrueView ad. Now, advertisers are empowered to pay through a CPM method, or cost per thousand views. TrueView for reach ads can run on YouTube and Google video partners and are best suited for campaigns with reach and awareness goals.