Programmatic Native Ads in DoubleClick Bid Manager, AdWords ECPS Improvements

DoubleClick's native solution help build relevant ads, engage consumers across any screen and context. AdWords ECPS removes bid cap to account for location & audience. Google Home Service Ads reaches East Coast.

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Native Ads in DoubleClick bid Manager

Google is rolling out programmatic native ads to all advertisers in DoubleClick Bid Manager, so brands can create more compelling native ads and deliver them across any site or app, and on any device.

For those new, "a 'native ad' is a paid advertisement that fits the look, feel and function of a publisher's content. It's assimilated into the design so that it feels like it belongs on the page or in the app. "

Google says, users are responding positively and more than 2X as likely to click DoubleClick's component-based native ad solution across the platform. And, over 500 brands and agencies have executed DBM's native ad strategies across both brand and direct response campaigns, with success across multiple objectives.

To help advertisers visualize native ads before delivering them across range of publising formats and devices, a new interactive "native ad galler" is launched. This interactive tool can help you preview native ads across multiple website templates and multiple devices, using sample creative or uploading custom assets to see your branded ads in action, says Google.

Finally, a guide is available to better understand native and the benefits of buying native ads programmatically. The guide gives an overview of programmatic native in DoubleClick Bid Manager and offers practical tips to get you started, check it out over here. Or, explore native ads in DoubleClick with the new interactive tool here.

Google is also rolling out improvements for AdWords Enhanced CPC bidding strategy. Staring in June 2017, the curretn bid capping of 30% will be eliminated over time in order to get more clicks that are likely to convert.

Google says, advertisers won't have to set bid adjustments any more to account for the dimensions manually. The system will still respect manual bids "by trying to keep the average CPC below the max you set, which is done in the CpcBid."

Google says, they'll monitor the effects more closely to make adjustments as necessary to continue to fine tune ECPC.

Advertisers may also see different outcomes as a result of these changes:

  • On Search and Display, the goal of the strategy will be to help you get more conversions while maintaining the same cost-per-acquisition (CPA) as you get with manual bidding.
  • On Shopping, the goal of the strategy remains to help you get more conversions while maintaining the same cost as you get with manual bidding.

Advertisers in their account will receive notification about the changes, that reads, "Enhanced CPC (ECPC) bidding now has more flexibility when adjusting your bids to help you get more conversions." Enhanced CPC (ECPC) automatically adjusts manual bids based on how likely a click is estimated to convert. The bid flexibility of ECPCs has always been bound by the max CPC and would only increase a bid 30 percent above the Max CPC.

If you're not familiar with ECPC bidding strategy, "it works by adjusting the bids for clicks that seem more likely to lead to a conversion. Clicks that seem unlikely to convert will get lower bids, while those more likely to convert will have the bid increased."

Google also notes, even after the change, the setup in the API works the same as before, so API users can use existing version to make any changes to their account.

Here is the full explanation of the changes on the AdWords support page.

Support for additional extension types in AdWords scripts, along with added support for account level sitelink extensions, which were already supported at the campaign and ad group levels is rolloed out as well.

The supported extension types are:

  • Message extensions, supported at the campaign and ad group level. These allow mobile users to send a text to your business directly from the ad.
  • Structured snippet extensions, supported at the campaign and ad group level. These allow you to highlight specific aspects of your products.

For more technical details on how to implement these, head over to AdWordsApp.Extensions documentation, or check out some example code here.

Google Home Service Ads, currently available in select California markets, is now expanding to East Coast.

Google is currently only onboarding local plumbing professioals in its new market Philadelphia, and around 30-40 plumbing companies as the Home Service Ads by mid-June.

When onboarding a company, the following information is required: "Business name, Business phone number, Business address, Google registered email address, Website, Contractor's license number, Service area (cities or radius), Hours of operation, Year founded, Amount of general liability insurance coverage."

Once the enrolled partners pass a "rigorous background check" and vetting process, they'ill be included in a local ad carousel where a Google guaranteed tag is placed on the listing. "This tag lets customers know the job will be done correctly or their money back as part of Google's guarantee."

Google Home Service Ads Reaches East Coast
Google Home Service Ads

Update 05/14: Google is rolling out new keyword bidding suggestions in AdWords, that when clicked on the Max CPC on a keywrod brings up a new look suggested bids tailored to a specific keyword.

The feature available thourgh a new user interface, will show now one, two, or three bid suggestions depending on the current standing on the keyword bid, for example, "when bids are below the first page bid, Google may just show the one bid recommendation to get shown on page one with regular frequency," reports Kelly Baker.

Also, Google makes a suggestion to show as "Above all organic search results," instead of "top of page,"and "first position" are shown as "Above all other ads."

See the example below: