As a move to build a better web for everyone, the Coalition for Better Ads group dedicated to improving online ads recently announced 'Better Ads Standards' providing clear, public, data-driven guidance for how industry can improve ads for consumers, and today, Google who had joined the group shared some of its plan towards supporting the move.
First up, a new 'Ad Experience Report' helping publishers to understand how Better Ads Standards apply to their websites is announced. The report will help to find and fix the issues via screenshots and videos of annoying ad experiences identified by Google.
For a full list of ads to use, publishers can visit the new best practices guide here.
Secondly, Funding Choices, in beta will help publishers show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through new Google Contributor.
Funding Choices, can be use by publishers in North America, U.K., Germany, Australia and New Zealand as on today, and will become available later this year in other countries, too.
Publishers interested can get tips on crafting a right message using this best practices guide.
That's not all, Google is also developing a new feature for its Chrome browser to support Better Ads Standards, that starting in early 2018, will bring along a 'stop showing ads' feature including those owned or served by Google on websites that are not compliant with Better Ads Standards.
Helping to scale and customize marketing, Google's DoubleClick also introdued some new tools for marketers, including:
With new Automated Bidding, rather than guessing best bidding strategy, the tool leveraing Google's machine learning deep insights analyze dozens of signals to dynamically place bids on the most valuable impressions, so marketers can set up bidding strategy to meet campaign goals, such as conversions or viewable impressions.
Automated Bidding is now available in all DoubleClick Bid Manager accounts.
Custom Algorithm solution let marketers assign a value to each impression based on their own proprietary data and models, which is then Bid Manager automatically optimizes against those values, rather than clicks or conversions.
Custom Algorithm is already internally used by Google's media buying team for launching Pixel phone's campaign. "They saw great results: Impressions on premium inventory more than tripled and viewable CPM fell 34% when comparing to previous campaigns that didn't use this approach," said Google.
Starting in June 2017, Custom Algorithm will launch in limited beta, with full roll out slated towards the end of the year.
Bid Multipliers, another new solution helps setting up different bids for six dimensions all within same line item, including device, site, audience lists, demographic, location and time of day. Bids can be adjusted as well to better reach particular customer segments.
The Bid Multipliers will roll out over the next few months to all DoubleClick Bid Manager accounts.
A newly redesigned AdMob along with new tools announced at the Shoreline Amphitheater to help build a profitable business faster and stay profitable as you scale.
Rebuilt from the ground up, the new user interface organizes everything from navigation to dashboards around apps with all needed tools and features at fingertips such as key growth trends, snapshot of apps performance. And, of course it comes appls the Material Design across the entire AdMob platform.
In addition, a new 'app picker' lets you navigate through the new experience, a simplified dashboard with a complete breakdown of revenue, and you can even see how ads are impacting critical metrics like lifetime value, engagement, and retention for each app.
Richer analytics insights are now at fingertips through an integration with Analytics and Firebase — as you can see new reporting across all of revenue sources and dig deeper in Firebase to see how both lifetime value and user behavior are affected.
To get started, just link AdMob and Firebase accounts and update to latest SDKs. Once linked, Firebase account can access ad signals and AdMob can access app usage signals for deeper level insights. With instant access to detailed ad revenue data plus user insights like session duration in the app and in-app purcahses, ad exposure — available all in one place.
The new AdMob also brings in advanced controls to scale with new Mediation Groups, that help set up mediation once and then assign that group to different ad units and countries across all apps in a single step. Even you can also make calls to outbound networks up to three times in a mediation chain, helping you to maximize revenue.
Check out this Help Center to see when you'll have access to these great features.
Updating on March's announcement of changes addressing advertiser concerns around where their advertisements are placed on YouTube, Google provide some additional controls to restore advertiser confidence. Today, they've shared an update to provide greater transparency:
More detail around advertiser-friendly guidelines, now provide additional insight into the types of content that brands don't want to advertise against helps making more informed content decisions. Google is further improving the ability to appeal impacted videos.
New guidelines around content eligible for ads include:
- Hateful content that promotes discrimination or disparages or humiliates an individual or group of people on the basis of the individual's or group's race, ethnicity, or ethnic origin, nationality, religion, disability, age, veteran status, sexual orientation, gender identity, or other characteristic associated with systematic discrimination or marginalization.
- Inappropriate use of family entertainment characters: Content that depicts family entertainment characters engaged in violent, sexual, vile, or otherwise inappropriate behavior, even if done for comedic or satirical purposes.
- Incendiary and demeaning content: Content that is gratuitously incendiary, inflammatory, or demeaning. For example, video content that uses gratuitously disrespectful language that shames or insults an individual or group.
Google notes, that videos in complience with Terms of Service and Community Guidelines can remain on the platform. While, those doesn't comply with AdSense Policies and ad-friendly guidelines will not be eligible for advertising.
Keep in mind that even if your video is approved for ads, what's right for one brand may not be right for another. A home cleaning brand and a beer brand will likely choose to target very different audiences.
Finally, a new Creator Academy course introduced today, provide additional detail around making content appealing for a broad range of advertisers.
Update 06/03: Google AdWords structured snippets enhanced to now have even more header translations, increasing from 12 to all AdWords languages.
With this change, there will be no change to any existing structured snippets, so "no AdWords API code changes are necessary," google said. But, advertiser must consider adding structured snippets to any campaigns targeting newly available languages.
Check out the resources below to get started with structured snippets:
"Structured snippets are extensions that highlight products and services in your ads."