SA360
With industry conversations centred around first party data, and how it can be effectively used in omni-channel marketing; these two SA360 capabilities should be at the front of mind, for automation and strategy:
Ad Builders
Simplfy ad copy creation & maintenance using Ad Builder templates. Ad Builder can be used across multiple Search Engines including Google Ads, Bing, Yahoo! Gemini, Yahoo! Japan, Baidu.
We know that Google’s creative excellence now includes using at least 2 ETAs, and 1 RSA per ad group. So if you’ve been waiting to build out Responsive Search Ads, or multiple Expanded Text Ads per ad group, Ad Builders provide an effective solution to build this out at scale.
· Ad builder supports the use of Business Data tables for including dynamic information in ad copies. · Can work together with Ad Customizers in Google Ads.
To read more about Ad Builders, here
Search to Display Remarketing
The SA360/DV360 integration allows SA360 to send lists of cookies from users who have clicked on search ads to DV360 as a first party audience list. DV360 line items can then be targeted to users on this list. Cookie lists are easily created in SA360 by labelling, keywords, product groups, or Google Ads dynamic ad targets.
Note: Search to Display Remarketing is not Remarketing Lists to Search Ads (RLSA), which is a Google Ads-only feature that requires a new tag on the advertiser’s page. The SA360/DV360 integration is tagless and applies across all search engines supported by Search Ads 360.
Read up more about cross-channel remarketing in SA360, here.
How to set up remarketing lists for display ads, here.
DV360
Navigate the TV streaming boom with DV360's new tools.
As people have been adapting to life under lockdown, unsurprisingly the level of TV consumption has greatly increased. When April is compared to the previous year, the amount of inventory available for Connected TVs has increased by 75%. To help you make more use of the connected TV options, Google has created a section in the marketplace dedicated to TV, specifically for inventory and publishers that enable you to reach TV audiences across devices. This new interface has started rolling out over the past few weeks. This will also see national linear TV broadcast & cable networks as well as local TV stations in the future.
In the Marketplace you can see deals known as 'auction packages' which are pre-built bundles of inventory, put together by Google from a selection of top publishers by working closely with exchange partners such as Google Ad Manager, FreeWheel and SpotX.
To help streamline the buying experience, Google has added an 'OTT line item' (Over The Top streaming) tailored for buying TV ads across screens. It only features options relevant for connected TV ads, with the appropriate selections made by default in order to minimise configuration errors. Check it out by selecting the TV option when creating a new Insertion Order.
Read more about this here: https://blog.google/products/marketingplatform/360/display-video-360-tools-navigate-tv-streaming-boom/
Campaign Manager
Viewable View-Through Conversions
Currently in Beta, viewable view-through conversions allow users to customize their attribution models to only incorporate view-through conversions that come from viewable impressions, this helps to improve accuracy ensuring that when a view-through conversion is attributed, you know that the ad was in view of the person making the purchase. This feature is expected to launch in Q3.
Report Builder to Big Query
Current in progress and pending Beta, this will allow Campaign Manager users to export ad hoc and scheduled reports directly into BigQuery. Entities that use BigQuery to support analysis and visualization of their data sets will now be able to benefit from streamlined workflows post launch, expected Q3.
Need to know more? Get in touch with your TP team!