Bringing machine learning (ML) deployment in ads Google recently introduced a number of new features across its products and services including responsive search ads,
Responsive search ads help to deliver relevant and valuable ads as it combines machine learning with creativity. Advertisers can provide up to 15 headlines and 4 description lines, and the rest is done by Google as it begin testing of different combinations of headlines and descriptions to learn which ad creative performs best for different search queries. With this approach, “people searching for the same thing might see different ads based on context,” said Google.
A screenshot below shows new responsive search ad:
Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers… By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads may improve your campaign’s performance.” This can help advertisers reach more potential customers.
This can help advertisers reach more potential customers.
Adding, Google said, advertisers using machine learning to test multiple sets of ad creative can see up to 15 percent more clicks on average. Also, responsive search ads will allow advertisers to compete in more auctions and match more queries.
Currently in beta, responsive search ads are available to a limited number of AdWords (now Google Ads)advertisers. Google said, they will be rolling out to advertisers worldwide in over the next several months.
Here is how responsive search ads differ from expanded text ads:
- More space: Show up to three headlines instead of two, and up to two 90-character description fields (instead of one 80-character description field).
- More flexibility: With up to 15 headlines and 4 descriptions for a single responsive search ad, there are many possible combinations for Google to show depending on the query.
Another product which aims to maximize relevance and performance on YouTube called “Maximize lift” was introduced on July 10. Powered by machine learning (ML) this new Smart Bidding strategy will help marketers reach people who are most likely to consider their brand after seeing a video ad.
Maximize lift automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.
Maximize lift is currently available as a beta. Google will be rollin it out to advertisers globally later this year.
Google also announced a new campaign type which is designed exclusively to drive more store visits — called “Local campaigns.”
With Local campaigns, marketers provide things, like their business locations and ad creative. And, then Google will automatically optimize your ads across its properties to drive more customers into your physical store.
Here is an screenshot of Local campaigns that show business locations across Google properties and networks:
Google said, Local campaigns will be rolling out globally over the coming months to all advertisers.
In addition to new features, Google also rolling out improvements to its new Smart Shopping campaigns, so they can be optimized across multiple business goals. Rolled out earlier this year, this new campaign type optimizes performance based on the revenue goals without manually managing and bdding to individual products.
Beyond maximize conversion value, “you’ll also be able to select store visits or new customers as goals,” Google said.
“Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly,” wrote Google. And optimize Shopping ads on Google.com, Image Search, YouTube and millions of other sites and apps across the web, as well as which products are featured. It also takes into account a wide range of signals, like seasonal demand and pricing.
Lastly, to simplify campaign management Google is adding support for leading e-commerce platforms in the coming weeks. So, Smart Shopping campaigns can also be manage right from Shopify, in addition to Google Ads.
Mediation Test Suite, a lightweight SDK for AdMob publishers enalbing them to easily test mediation ad network integrations without having to make changes in AdMob UI, “saving you and your developers time” was released on ‘Thursday, Aug 9.
A screenshot shows import running on Unity and Android:
With Mediation Test Suite AdMob publishers will be able to:
- View a full list of mediation ad source configurations for your app
- Automatically check your project for missing SDKs, adapters, and manifest changes required by partner ad sources
- Load a banner, interstitial, rewarded, or native ad for any ad source using a certified Google Mobile Ads SDK implementation
- Batch test multiple ad sources for the same ad unit
- Test both open source mediation adapters and custom event adapters, writes Google.
To get started with Integrating Mediation Test Suite, make sure to have a AdMob app ID, then import the SDK, and launch it with just a single line of code.
Currently in beta, it is available on Android, iOS, and Unity.
A recent news via an update to the Google Ads help center announces that Google will no more allow advertisers to bulk exclude poor performing ads from appearing in their mobile apps. A script is available to help you block poor performing ad placements in apps.
Here is how the script works: advertisers adds excludded ad placements to a Google spreadsheet and schedule this script to run automatically on a weekly schedule or more frequently for high spending accounts. The script notifies advertiser via email.
Settings to manage with script:
LAST_N_DAYS = 30
This sets the number of days the script looks back from today.
MAX_CPA = 25
The highest cost per action you are willing to pay.
MAX_COST_NO_CONVERSIONS = 22
This is the highest allowed cost for the placement in the ad group before it will be added as an exclusion.
EMAIL = ‘email@example.com,’
The email addresses that should be notified when the script is run and makes changes.
Also, here is another Google Ads script that help you deal with low quality score keywords called “Low Quality Score Keyword Alert script!.”
To use the the script go to Google Ads —> Bulk Actions -> Scripts. Click on the Scripts tab and then on the big “+” button to create a new script and then paste this script:
Here are some editable options:
A list of the email addresses that will be alerted of the low Quality Score keywords.
The Quality Score value that the script will consider as “low” as defined by you.
f you want the low Quality Score keywords to be automatically labeled, then set LABEL_KEYWORDS to true and put the name of the label in LOW_QS_LABEL_NAME
True if you want the low Quality Score keywords to be automatically paused.