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Improvements to RLSA, DFSA Now Globally Available, AMP for Ads, AMP Ad Landing Pages

Google ad innovations like remarketing lists for search ads (RLSA) and Customer Match at SMX East in New York City, gets some new insight

First up, starting today, improvements to RLSA now giving more flexibility and help drive better performance are announced and include:

  • Reach your customers across devices with more relevant ads when they search on their devices.
  • Keep site visitors for 540 days in your list helps businesses with seasonality or high consideration products to reach their customers.
  • Starting later this year, you can “add your remarketing lists at the campaign level” for faster and easier to use RLSA. Additionally, this feature will work for “Customer Match” as well.

For new users “RLSA makes it easy to connect with customers who are already familiar with your business by allowing you to adjust your search ads, bids, and keywords based on their past activity on your website.”

According to Google advertisers using “Customer Match” and “RLSA” in combination are seeing strong performance. “Customer Match delivers results, especially when used with RLSA,” google stated.

“Customer Match helps you reach your highest-value customers across Google Search, YouTube, and Gmail.”

Another product called “Demographics for search ads” (DFSA) has now started rolling out to all advertisers globally today.

DFSA if you don’t know, “lets you adjust bids for ages and genders, and even exclude them, to help you reach specific groups of customers,” as well as “report on how they impact your campaigns.” For example, “a clothing retailer with millennials customers can increase bids for users ages 18 to 34 to drive more sales from this valuable group of consumers,” google explained.

In other news, Google is helping out publishers to set up ads on open source Accelerated Mobile Pages Project (AMP PAges).

AMP isn’t about supporting a single advertising entity, but an entire industry. Other core principles include:

  • “Faster is better – ads in AMP can be as faster as the AMP document itself.
  • Ensure ads in AMP are beautiful and relevant.
  • all creatives must utilize the HTTPS protocol,” writes google.

Google explains taht “ads in AMP uses the amp-ad component, that lets you configure your ads in a number of ways such as ‘width, length, layout mode and ad loading strategy'”. “Different ad networks might allow even more options.”

The type attribute informs about the ad platform to use to the amp-ad component. Further google advises, when placing an responsive ad “above the fold”, you must use layout=”fixed-height” attribute and also “limit ad height” for faster loading content-focused experience from the start.

And, attributes starting with “data-” in amp-ad “are ad platform-specific attributes”, that varies with each ad platform [as they will have different attributes available to configure].

In addition, google further notes, they are developing newer initiatives like “AMP for Ads” and “AMP Ad Landing Pages” for advertisers to design more consistent creatives and ad landing pages with the AMP experience.

Here is an example of an DoubleClick responsive ad implementation in AMP:

another AMP ad example
<amp-ad width=320 height=50

For more amp-ad implementation examples, and amp-ad documentation for the complete list of supported ad networks and their configuration semantics, use the links below:

AdSense team posted a set of resources to help optimize your content for mobile users:

  • Download best practices on how to make the most of every mobile opportunity #AdSenseGuide to Mobile Web Success (here).
  • Download eBook with tips to help make your content easy to consume #AdSenseGuide to Audience Engagement here.
  • Use “Matched content” unit at the bottom of your articles. and it “will promote additional contextually relevant and personalized articles from your site.”
  • Use “Page-level” ads, that automatically show the right mobile ad format at the right time without interfering with users’ mobile experience. To implement Page-level ads, watch this 2-minutes tutorial that walk you through the process:

Also, publishers are advised to “Understand the AdSense Program Policies. And, avoid accidental clicks on your own ads. You can also notify google if there is invalid activity in your account, here. And, finally, always check your AdSense-registered email regularly for correspondence from google.”

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