SA360
Search Ads 360 now supports Microsoft Advertising parallel tracking
Microsoft Advertising parallel tracking improves your landing page speed by directly directing customers from your ad to your final URL, while the ad click measurement happens in the background.
There are a couple of key migration steps to bear in mind before enabling parallel tracking. Read all details here. Google recommends that this process be completed before 15th October, 2020, after which, Google will begin to partially migrate your Microsoft Advertising accounts on your behalf. The partial migration will require you to manually enable parallel tracking.
For any further information on the migration process, and queries around parallel tracking, please get in touch.
Sync and report on your Yahoo! Japan dynamic ads for search (DAS)
Seamlessly, sync your Yahoo! Japan dynamic ads for search campaigns, ad groups, dynamic targets, and dynamic ads into Search Ads 360/
Also available as reports on
- Engine metrics, such as clicks and impressions
- Conversions recorded by Floodlights or Google Analytics.
Default Conversion Goals
As auction time bidding adoption has become the machine led way of testing performance for your brand, it’s worth recollecting what a default conversion goal is, where it’s applicable, and current limitations.
The ‘Default Conversion Goal’ is the primary conversion goal applied at advertiser level in SA360; the first time you enable auction time bidding in a SA360 bid strategy.
Future auction time based bid strategies will automatically utilise the default conversion goal, unless a different conversion goal is chosen as source for those new bid strategies created.
Why use Default Conversion Goal?
Some of the key benefits of this feature in Auction time bidding include:
- Performance is better when more campaigns share the same conversion source as that of the bid strategy
- By building the history of conversion data for all campaigns, any future bid strategy additions to the bid portfolio will see faster performance gains.
- Future additions to a strategy (including moving campaigns currently in a Google Ads conversion based bid strategy) will also not have to go through a ‘warm up’ period.
A default conversion goal won’t be set at the advertiser level if auction-time bidding strategy is optimising to one of the following:
- Device-weighted formula columns
e.g. 1.2* Trans(for_device_type(“mobile”)) + Trans(for_device_type(“desktop”))
- Weighted Google Ads Conversion Tracking
e.g. 1.2* Store_Visits + Trans
- Google Analytics goals
More details about this feature here!
DV360
Conversion Modeling Update
From week commencing 28th September, all attribution models will be automatically opted into conversion modeling as a default setting. From this point forward, Conversion metrics would include modeled conversions.
As of now, the settings to create a new attribution model in Campaign Manager and Display & Video 360 will allow you to choose which attribution models should include modeled conversions in the future. There will be a notification alongside these settings asking you to review your attribution models and to opt-out of modeling if you wish. During the next few weeks, we suggest that you review your current attribution models and be sure to update your preferred settings regarding conversion modeling. Any attribution models that haven't opted out will start reporting modeled conversions after September 28th. The result will see a low double-digit increase in conversions in most cases. Any changes made in the mean-time will have no impact to conversion data between now and the week commencing 28th September.
Click here for more info, or reach out to your rep for further detail
CM
Campaign Manager Reporting for DV360-hosted creatives (Ad Canvas)
Ad Canvas is a visual editor tool that allows one to build and edit creatives in real time.
This update launch is intended to help streamline reporting for hybrid CM-DV360 advertisers who want to utilize DV360-hosted creatives. If you had previously attempted to build one of our new formats (Flipbook, Parallax, Swirl, for instance) you would not have been able to use the CM tracking tags of their choice. This launch resolves this blocker and gives you the freedom to test creatives across all of our platforms.