Search Updates: July 2021

Search Updates: July 2021

Microsoft Advertising adds video to ad extensions

Video Extensions allow advertisers to test new types of visual ads directly in search results. Video Extensions are an interactive way to demonstrate products, services, and brand messages. They can showcase special deals, emotions, ambiance, culture, and action. Combined with other extensions, Video Extensions create a richer experience that stands out more than text ads.

When triggered, a small image window with the play button will show up for searchers in the search engine results page. When users click the video, it will open in an overlay with an action link or button which takes searchers to the landing page of your choice. The new Video Extensions can be shown with other ad extensions like sitelinks and callout extensions. The CPC for Video Extensions will be the same as clicks on the ad headline. Videos need to be between 6 and 120 seconds and should be in the range from 16:9 to 9:16 (e.g., 1:1 will be accepted) for aspect ratio. Microsoft recommends as high a resolution as possible but file size caps at 10 GB.

Video Extensions is a new feature worth testing. Since most video advertising has been reserved for platforms like YouTube this allows advertisers to test video ads directly in the search engine results page.

Google Ads slowly rolling out optimized targeting feature

Optimized targeting uses audience & demo inputs as signals to find more conversions outside of your set targeting signals. To help distinguish, set signals are labeled as ‘Signal’ in the Google Ads platform.

Optimized targeting is enabled for all campaigns automatically. To disable it, you’ll have to change your ad group settings. Optimized targeting looks for additional conversions by targeting people most likely to convert (based on real-time campaign conversion data, like what people who convert recently searched for). The goal here is to find advertisers with cheaper conversions that might be outside of their perceived audience.

Optimized targeting is available for display, discovery, and certain types of video campaigns. The settings for optimized targeting follow your existing brand safety settings and exclusions. Using conversion bidding strategies is recommended for optimized targeting because they use your conversion data to get you the most value for your campaign.

Optimized targeting can be a beneficial option if you’re looking to acquire new customers that you may not be targeting specifically or if you have specific audience segments in mind. It could also help your existing customers become repeat customers.

If you have specific goals or targeting preferences, though, it might be something you’ll want to turn off, especially if you’re not confident in your data, targeting, or segmenting. This could also be an expensive option if your budget is lower, as your initial CPA could fluctuate as the data is collected and optimized targeting figures things out. We haven’t seen this rolled out in our accounts just yet but will be ready to monitor and adjust as needed when it becomes available.

Google Expands its shopping integrations to include retailers on GoDaddy

Google announced a new partnership with GoDaddy to help eCommerce merchants gain higher visibility online. GoDaddy, which has more than 20 million customers, provides a variety of services for eCommerce merchants. Merchants can more easily be present across the search engine in just a few clicks.

The partnership works to help merchants get found by new customers across Google Shopping, Search (including Image Search), and YouTube. More than that, GoDaddy merchants can add products to Google from their online store and either promote them via a Smart Shopping campaign or make them eligible for free listings. The partnership aims to create more visibility for online merchants and provide Google users with more shopping choices.

Current and new GoDaddy customers can enjoy an easier connection to Google products, more website visibility, and potentially increased traffic and sales. By teaming up with GoDaddy, Google can give even more merchants a way to get discovered across Google surfaces. Google has specified that they want searchers to have more choice when it comes to finding unique products from new and smaller businesses online.

However, lesser-known brands will undoubtedly have to build incredibly strong trust signals to encourage customers to buy from them. While easier access to Google products is certainly welcome, merchants need to continue building relationships with potential customers to get them to purchase. This partnership adds more competition to the already crowded Google Shopping space and we’re closely monitoring especially with the Q4 shopping season not too far away.