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Aug072018

Google Ads, Google Marketing Platform and Google Ad Manager Arrives

Google Ads Bring Multi-factor Authentication 

As part of comprehensive effort to streamline their digital advertising offerings Google last month rebranded the AdWords and DoubleClick to better reflect their current capabilities respectively after 18 and 22 years.

With this rebranding, AdWords gets a new brand name and logo dubbed Google Ads as well as consolidated its other advertising products into Google Marketing Platform and Google Ad Manager. Along side rebranding, the company also introduced some new solutions that further push toward its simplifying advertising product offerings.

“These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels,” stated Google.

Google Ads
Formerly, Google AdWords, represents the full range of advertising capabilities across Google and partners properties and apps. Google Ads intend to make it easier for marketers to advertise across partner sites, search, videos, Maps and apps on Google Play.

Here is how Google explained it:

…to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.

A new URL parameter options ahead of parallel tracking deadline set to October 30, 2018 is now available in the Google Ads (formerly AdWords). There is a new field to add a “Final URL suffix,” which gets appended to the end of the final URL, and supports up to as many as 8 custom parameters.

“Parallel tracking is another initiative to help speed up landing-page load times. It works by separating tracking parameters from the landing page URL. When users click an ad, they are taken straight to the landing page while the tracking URL, AdWords click tracker and any redirects load separately.”

Starting on August 14, Google will begin rolling out a change to the way placements work when specifying YouTube URLs.

“Using generic placements to specify YouTube channels or videos is going to be disallowed and will result in an error,” stated Google. For more accurate video targeting, advertisers must use the new specific YouTubeChannel and YouTubeVideo placement criteria while targeting specific channels or videos in AdWords scripts.

Google also has released new campaign drafts and experiments (also known as Trials) in AdWords scripts will allow you to prepare, test, and apply improvements to Search and Display Network campaigns using AdWords scripts.

“An experiment runs simultaneously with the original campaign, showing its ads to the percentage of traffic that you have configured. Using the experiment to understand the impact of your changes, you can apply the changes directly to the original campaign, or even establish the experiment as an independent, fully operating campaign while retaining the original.”

For more information, refer to drafts and experiments in AdWords scripts guide and code samples.

Google Ads accounts admin users are now able to require multi-factor authentication for all users including 2–Step Verification.

This new authentication policy feature when enabled gives account owners more control over the security of their Google Ads accounts. “All users who want to access an account must have their Google accounts enrolled in 2-Step Verification.”

The Google account users can alternately fulfill this requirement by enrolling their accounts in Advanced Protection. “Advanced Protection Program, provides login security for higher-risk accounts, like those of journalists, political teams and other high-profile people who may be subjected to targeted attacks.” Any user can register their Google Ads accounts with the program.

If an account has not set up 2-Step Verification, the user will get an authorization error.

Specifically for small businesses, Google introduced a new mahcine learning (ML) powered default campaign type “Smart Campaigns,” which aims to let create ads in minutes and bring an easier way to target visitors — ready to call, visit the store to make a purchase or sending leads to your online site.

As Google puts, “Smart campaigns are 3 times better at getting your ad in front of the right audience. “

Smart Campaigns are already available in the US today and will be available to all accounts globally by the end of the year.

Google Marketing Platform unifies under a single brand It’s DoubleClick Digital Marketing and Google Analytics 360 Suite. According to Google, “the new Google Marketing Platform brings together the Google Analytics 360 Suite and DoubleClick Digital Marketing and helps marketers plan, buy, measure and  optimize digital media and customer experiences in a single place.”

As part of Google Marketing Platform, Google also launched “Display & Video 360,” that let creative agency and media teams to collaborate and execute ad campaigns end-to-end in one place. It brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.  

Also, a new “ads.txt-only inventory control in Display & Video 360,” designed to help marketers and agencies choose to run campaigns on sites that support ads.txt authorized inventory, and exclude inventory from sites without the file is launched.

The “ads.txt,” an IAB’s standard was implemented last November letting website owners publicly declare who is allowed to sell their ad space. Once in place, Google began blocking unauthorized inventory from Google’s advertising systems.

Display & Video 360 is formerly known as DoubleClick Bid Manager.

Inline, Google also introduced a new program called “Google Marketing Platform Partners,” which is designed to bring access to all the resources needed to get the most value from Google Marketing Platform. The program is delivers:

  • Certified Individuals will be able to access a growing library of self-study materials and complete individual product certifications to help increase the talent pool available supporting the Google Marketing Platform, individuals.
  • Certified Companies provide consulting, training, implementation, operations and technical support services for Google Marketing Platform. They have a high level of knowledge, practical and industry experience, as well as stellar customer references.
    Sales partners are Google Marketing Platform experts, just like Certified Companies, but partner more closely with Google in providing consulting and support services, in addition to selling the technology on our behalf.

 

Google Ad Manager
A unified platform that integrates various other advertising related products, including DoubleClick for Publishers and DoubleClick Ad Exchange. Google explaining the initiative stated, “We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently.”

Among the highlights of Google Ad Manager:

  • Features algorithms to suggest growth opportunities
  • Provides intelligence on ad inventory
  • Connects Google Analytics, Data Studio, and BigQuery data for an integrated overview”

With this announcement, Google now has there primary brands:

  • Google AdWords is now Google Ads.
  • DoubleClick advertiser products and Google Analytics 360 Suite are now under the brand Google Marketing Platform.
  • DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager.

The new branding only carries through initially in the web UI. For now, users still see AdWords branding as soon as they click “login.” Some ancillary products also have yet to transition to the new branding, the desktop tool AdWords Editor and AdWords app among them.

Since 2010 then, we’ve expanded Google Hotel ads to more than 150 countries on Google.com and Google Maps, helping travelers browse hotels on mobile devices and spot hotel deals. Our Hotel ad partners are happy with the volume of leads and bookings – in the first six months of 2018, the number of leads to partners grew 65 percent year over year. As Hotel ads has grown, we’ve heard feedback that some partners have a hard time managing their Hotel ads in a separate platform from their other Google Ads, like their search and display campaigns.

Hotel ads, which is available to over 150 countries on Google.com and Google Maps since 2010 has now become a part of Google Ads platform with a new campaign type called “Hotel campaigns” announced.

The new campaign launching in Google Ads later this year, is designed to help advertisers better manage their Hotel campaigns alongside theri other campaigns through a single platform.

Here are the benefits of Hotel campaigns over other Google Ads campaigns:

  • Hotel groups let you organize hotels by important attributes like brand and class.
  • Robust bidding controls let marketers to optimize for bidding dimensions unique to hotels like a traveler’s length of stay or check-in day and audience bidding.
  • Smart bidding using machine learning (ML) maximize bookings based on your ROI goal.
  • Rich reporting along with other responsive interface available with the newly redesigned Google Ads.

Here is a screenshot of new Hotel campaigns type in Google Ads:

Hotel Cmpaign type in Google Ads

In addition, a new “Hotel Center” in Google Ads that simplifies the management of hotel price feeds is launched as well. “Hotel price feed management can be complex and time-consuming. With Hotel campaign management moving into Google Ads, we’re also redesigning how partners optimize and manage their hotel price feeds in a new Hotel Center,” stated Google.

With this release, Google will be phasing out existing Hotel Ads Center in favor to the new Hotel Cente.

Here is what Hotel Center in Google Ads will offer:

  • Simplify feed troubleshooting with faster and more intuitive in-product guidance
  • Quickly optimize your feed’s health with actionable opportunities and one-click fixes
  • Use a central hub to power other price feed-based hotel features in the future, like dynamic remarketing creatives.

 

Hotel Ads will initially launch as an open beta to advertisers later this year. The existing Hotel Ads Center will be replaced with the new Hotel Center in phases.

 

………Google brings Hotel Ads into the Google Ads platform, updates feed management hub
A new Hotel Ads campaign type is currently in beta.

Google announced this week that it is folding Hotel Ads buying into the Google Ads (formerly AdWords) platform with the introduction of a new campaign type. There is also a new Hotel Center for managing hotel price feeds.

This move is similar to the move Google made a few years ago to bring YouTube TrueView ad campaigns into AdWords. Hotel Ads have been around since 2010 with sponsored listings in Google Maps and later in Google Search results and managed in a separate ad platform. The service is available to individual hotel properties and online travel agents alike.

The new Hotel campaigns, a new option when creating a campaign in the Google Ads interface, are currently in testing with a few partners, such as Despegar.com and Koddi.

The campaigns continue to be feed-based, and a new Hotel Center is designed to make feed management and optimization easier. There are also plans to add more functionality to the hub to manage additional features like dynamic remarketing creatives.

“The existing Hotel Ads Center will be replaced with the new Hotel Center in phases,” writes Michael Trauttmansdorff, Google’s senior product Manager of Hotels, in the blog post. “We’re starting with the basics first, focusing on a better way to submit your hotel inventory and describe your hotel properties.”

Those interested in participating in the open Hotel ads beta or learning more can fill out the interest form.

The Hotel ads announcements were made at Google Marketing Live, an event for advertisers held in San Jose, California, this year. Check out our full coverage of the news from the event.

 

 

…Google Ads account admins can require multi-factor authentication for all users
The new feature gives account owners more control over the security of their Google Ads accounts.
Some Google Ads accounts have several users logging in at any given time. Now account owners can ensure every one of those users has enabled 2-Step Verification.

Administrative-level users of Google Ads accounts can now implement an authentication policy for all users who have access to the account. Google announced Monday that the feature is rolling out now.

When the feature is enabled, users must have their own Google accounts enrolled in 2-Step Verification in order to log in to the Google Ads account. It provides a second layer of authentication for added protection against hackers.

If an account has not set up 2-Step Verification, the user will get an authorization error.

This only affects logins to the web user interface; it does not apply to AdWords API or Google Ads API Beta access.

Google has a separate program that provides login security for higher-risk accounts, like those of journalists, political teams and other high-profile people who may be subjected to targeted attacks. The program is called the Advanced Protection Program, and users can register their Google Ads accounts with that program instead.

If you are the administrative owner of a Google Ads account, you will see the option to require multi-factor authentication in the Account Access section of Tools in the Google Ads interface when it rolls out.

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