Google automatically updates Smart Shopping to Performance Max

Google is eliminating Smart Shopping campaigns for good. If you want to know how and when, keep on reading.

Google is now automatically updating Smart Shopping campaigns into Performance Max. Although this is something Google has been anticipating for a while, updates will be fully out in September. 

What does this mean? Google will self-update from your previous Smart Shopping campaign to Performance Max, which will include your previous learnings, budgets, and campaign settings. 

If you don’t want Google to update your campaign without your knowledge, it is best if you do it yourself with the “one-click” tool ASAP, before Google decides to take matters into its own hands and update everything automatically. 

What do you think about Google’s automatic update setting? Did it take you by surprise? Let us know in the comments below.

If you want to read Google’s official statement, click here for further information. 

Our Take

It is no surprise that Google is terminating Smart Shopping campaigns and transforming them into Performance Max. It has been clear all along that automation was the next step, so this automatic upgrade was expected. However, you can be caught off guard when you open your Google Ads account after the update is complete, especially if you never used the “one-click” button and Google simply decided to do this on its own. 

Some advertisers were worried that, with this automatic update, the campaign’s history and previous performance number wouldn’t carry on. Yet, you can view the campaign’s data history by selecting “View Smart Shopping campaign data”. We can vouch for that.

We suggest you take control of your own updates and use the “one-click” button to avoid any morning surprises. It is best to update these campaigns yourself by the end of the month so that you adjust easily to new Performance Max settings at your own pace. 

As always, we will be assessing these new Performance Max settings and we’ll let you know if any issues are worth reporting. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

Google Launches Ad Creative Studio

Read all about Google’s feature for new ways of creating ads

Ad Creative Studio is now available! Google announces this new launch that allows advertisers to customize videos and display ads

Last year, Google rolled out its beta version, aiming to change ads for multiple audiences, user demographics, languages or contexts.

Now, Google allows you to export images from the asset library to the Google Ads library, so when putting creatives together, advertisers will easily find the images they want to use. To make these changes, you have to select the ones you want to make effective and provide different versions of that particular element.

What about Campaign Manager 360? Google now allows advertisers to connect their Ad Creative Studio account to Campaign Manager. As this feature rolls out, marketers can upload, manage and report creatives with these two platforms intertwined. 

Do you think this will be beneficial for creative teams? Will it be quicker than having to build new ad sets with different audiences? Let us know in the comments below.

According to Google, brands that have already tried ACS out, like General Motors, claim to have reduced costs by 30% and reported an increase of 56% in Google searches for a specific car model. 

Google says that ACS is “built to provide full support for creative teams and to enhance collaboration, create effectiveness and scale.”

If you want to know more Google’s announcement, don’t worry, we got you covered: read the official statement here.

So, if you have multiple audiences or want to run quick and dynamic changes without creating additional campaigns, this would be an interesting feature for you to try out. As it is fairly new, we can’t say for sure if this works better than having to create new ad sets, but it is a catchy update for visual creators.  

As always, we will be on top of this new feature and we’ll let you know if it is as effective as Google claims it will be. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

Google Ads will now run Diagnostic Insights

If you want to know more about this new diagnostics tool, keep on reading.

Google is launching a new format on the Insights and Overview page called Diagnostic Insights. This data will identify issues in your campaigns when running diagnostic checks.

Diagnostic Insights will show issues in Performance Max campaigns, only when it is not receiving conversions or traffic. So, if users click on your ad and view it, no problems will be reported. Even though this is currently a beta version, Google is trying to roll out these insights to randomly chosen accounts, but with limited access. 

What will Google show on the diagnostics report? These are the insights:

  • Ad strength
  • Campaign budget
  • Campaign status
  • Account status
  • Billing status
  • Bidding strategy
  • Conversion tracking

Do you think this data insight is enough? What else would you add? Let us know in the comments below.

After Google runs its diagnostic check, you will be provided with a list of recommendations on how to fix the issues in your campaigns so they can perform at their best.

There is no official launch date for this Insights update, but we can expect that it will be coming out soon. 

Our Take

We are always thankful for more data and more insights available for the advertiser. So, in a way, Google is giving us more information about what is going on after we place the ad, including the negative issues. We have yet to see if the list of recommendations will be useful or if Google’s advice is just to “keep on spending”. Our eyes are wide open…

As expected, we will be paying close attention to this new update and its launch date, so we can let you know if it can actually help your campaigns. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

Google’s Universal Analytics is discontinued for 2023

Here’s all you need to know about Google Analytics 4 and why it’s relevant to your business

Universal Analytics, known as Google Analytics 3, is saying goodbye for 2023. We want to inform you in advance so you can adjust to Google Analytics 4 as quickly as possible.

The name “Universal Analytics”, aka GA3, will cease to exist. Now, advertisers will use Google Analytics 4 as their new data platform.

Advertisers will have to export data from UA to GA4 through Data Studio, installing GA4 on their website to access year-to-date information before UA is gone for good. 

Did you install GA4 already? Do you think this will be a hassle for most advertisers? Let us know in the comments below.

What is different about GA4?

UA is a session-based model, as opposed to GA4 which uses an event-based version that welcomes more data for your analytics platform.

The event parameters are now bigger, from four per event in UA to 25 per event in GA4. Also, GA4 can have 500 named events for those you set up, so the limit does not exist for default events.

In GA4, you will notice that the bounce rate is gone and replaced with “Engaged Sessions”, which logs data if the user stays on your website for more than 10 seconds, if your website has more than 2 page views, or if the user triggers a conversion. 

However, not all sections in GA4 have the ability to change the time period. For example, while running a custom report, you won’t be able to change the time frame in that specific report. To be able to do this, advertisers will have to go back to the main Report menu and change the time logged there to see the changes reflected in your specific report.

Also, GA4 does not allow advertisers to click on reports and see the Ad Group. The platform will only show you all Ad Groups, with no way of seeing just a specific campaign. 

Google now includes a tool to move your conversions from UA to GA4 if you have goals set up in UA. What happens if you don’t? You will have to tackle Google Tag Manager to push your conversion data.

Our Take

We notice that there are some limitations in GA4, specially if you have a hard time getting used to change. In order to modernize its platform, Google focused on updating the display to a less easy-to-use version. This doesn’t necessarily mean that GA4 is more complex, but we do see that settings are more hidden or harder to find

We suggest advertisers practice and learn about GA4’s settings before UA is terminated so that you are ready to dive in without tackling the learning process simultaneously.

As expected, we will evaluate GA4’s performance and let you know if any changes are adjusted. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

Google removes Expanded Text ads

Users will no longer be able to create expanded text ads. Keep on reading to find out more.

By the end of June 2022, Google will end Expanded Text ads and no further creation or editing is permitted. After June, users will only have access to modifying Responsive Search Ads (RSAs) in Search campaigns.

Why? Google wants to simplify the creation process of Search ads and drive performance with automation tools. RSAs use machine learning to determine which ads are relevant to each user so that they can be placed up front, so this is “better” for reaching people in need of your product.

Expanded Text ads already created will continue running, with the ability to pause and relaunch, but no new ones will be created. 

Are you currently using Expanded Text ads? How will you adjust to this new change? Let us know in the comments below.

Google recommends advertisers repurpose well-performing text ads into RSAs and improve their ad strength. Using RSAs, you can pin headlines in positions where you ensure they always show, use variations to test different ads and review cross-campaign reporting based on performance.

Also, Google recommends the use of Smart Bidding for broad keywords in RSAs, which can allow marketers to optimize bids.

Our Take

We know that RSAs have been around for a while, -since May 2018 to be exact-. The fact that Expanded Text ads help advertisers have clarity and control over the order in which titles are shown is a valuable feature, and here is where RSAs have their setbacks. 

When pinning titles in RSAs, Google “punishes” advertisers by lowering the ad strength. Crazy, right? What Google doesn’t want you to do is transform RSAs into something similar to Expanded Text ads, so they strip advertisers’ liberty to order their own ads. Google‘s machine learning wants to have total control of your ad display, without any external intervention. 

It’s been clear for a while now that Expanded Text ads were being butchered and RSAs were winning over Google’s heart. Adding RSAs was not the problem since more options and more ways in which advertisers can place their ads are always welcome. Though it would have been great to see them coexist, Google’s flexibility was not ready to bend

So, now that Expanded Text ads are saying their goodbyes: why do advertisers have to lose the ability to build more specific ads by ordering titles as they please?

It would have been better to test ads with actual metrics, such as CTR or expected CTR beforehand. Instead, marketers are bound to trust Google’s machine learning abilities because the alternative is to be punished, and that doesn’t sound right to us

Here’s the thing: if Google added RSAs so that advertisers could have new options, shouldn’t there actually be an option (without any limitations)?

As always, Quantikal will test possible alternatives and keep you in the loop of any new changes. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

Google’s automated discounts as a shopping feature

Want to know more about this new pricing tool? Keep on reading.

Google Ads automated discounts is a new pricing tool using real-time data and artificial intelligence to attract customers into sales.

What does this mean? The optimized price is displayed in your ads. When users click on it, they are redirected to your page showing the actual price available (this resembles to plane tickets, for example). 

How do automated discounts work?

Google’s AI is in charge of adjusting the price of ads after analyzing large amounts of data. Once you set the minimum and maximum price range allowed, Google’s system considers price elasticity, trends, and market prices to determine optimized discounts.

Would you implement it in your business? Let us know in the comments below. 

How to set it up

  1. Implement conversion tracking: this can show you what happens when a user interacts with your ad
  2. Set minimum and maximum sell price
  3. Determine the cost: you can either set it yourself for items you want the automatic discount to work with or you can let Google’s AI determine it for you
  4. Integrate pricing controls on your website

Our Take

Google’s automated discounts are a great conceptual feature that we could experiment with. However, it may be tricky to trust Google’s AI with something as sensitive as the price of your products because it directly affects your profit. 

Price sensitivity, elasticity, and revenue management are pricing concepts that have been optimized for decades in different industries, such as airline tickets. It is great to have a tool to test possibilities of increasing revenue or profitability, but it’s not clear yet if you can choose a limited amount of products to test this with on shopping campaigns. 

Do we have some type of control of limited exposure to avoid potential catastrophic scenarios? 

As expected, we will continue analyzing this new feature and we’ll let you know if Google announces any changes. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

Google’s RDAs have new layouts for a better mobile experience

Want to know more about this upcoming update? Keep on reading

Google announced in the annual Marketing Live 2022 event that Responsive Display Ads (RDAs) are going to be enhanced towards a better mobile experience for advertisers and consumers, aka a mobile-first layout. According to Google, these changes give marketers more control over the ad’s visual appearance on mobile versions. 

What will be different about RDAs?

One of the main changes includes the option of a new portrait image:

  • Previously, the ad format required a square image, and Google filled in the gaps in the mobile version. 
  • Now, advertisers can control the ad’s appearance by allowing portrait images to display on mobile devices

Additionally, Google now gives advertisers the option to use existing resources to create a vertical video for ad campaigns. This format uses machine learning to design and create engaging display ads. However, checking the end result before testing might be preferable, since auto-created videos might not be at your standard level. 

Do you think this is useful for visual creators? Let us know in the comments below.

Another update to RDAs will make images fit in the available space, without needing to expand images. Let’s see an example:

Our Take

It is clear that RDAs are the dominant display ad format in Google’s platform. The possibility to adapt multiple size formats automatically for maximum coverage is a great benefit since traditional Display ads forced advertisers to design each and every image according to the size of the ad. However, RDAs are not quite cooked yet. As we see in Responsive Search ads (RSAs), Google allows advertisers to pin texts or images to guarantee it has a specific position, and this is a crucial feature we do not get to see in RDAs.

There should be more control over how ads are shown in different situations since not all advertisers are willing to have a full design team that builds hundreds of image variations according to each scenario. It would be a great addition to RDAs if Google launches more control tools that show how the ad is actually showing. It can’t be all black or white, some gray would be nice.   

Given that these additions show the importance of mobile usage nowadays, we are eager to see if any more ad formats are taken into account with more tools that give more power to advertisers.

As expected, we will keep you informed of any new updates launched in the near future. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

#google #quantikal #rda #display #advertising #video #advertisers #performance

Main Announcements from Google Marketing Live 2022

Here’s everything you need to know about Google’s annual event and how it may impact your business

As you may imagine, we’ve been busy analyzing and investigating Google’s new announcements from Google Marketing Live 2022 event. However, YouTube Shorts is not the only feature that caught our eye. In this post, we’ll list the most important details about Google’s latest updates coming your way.

Updates in Video ads

Video ads coming to Discover

Google is considering the addition of short video ads to Discover. This is a huge announcement for video-focused advertisers since Discover features many videos in the feed with eye-catching images, so it could easily fit with the organic content.

Swipable shopping ads in Search 

Attention apparel brands: this new ad display will be available in Search and Performance Max campaigns, and will pair organic shopping results with your shopping ad, making it even more visual and more appealing for the shop-intent user. (imagen)

3D models of products with AR

Further enhancements also include the addition of augmented reality for shopping campaigns. Advertisers will be able to make 3D models of products appear directly on the results page, giving users a better experience and a better idea of what they’re purchasing. Even though there weren’t many details announced, we are very excited to see what Google has in stock for this new tech feature.  

Updates in automation tools

Performance Max updates

By the end of this year, Google announced updates coming to Performance Max campaigns, such as A/B testing, the ability to optimize in-store goals, experiment tools to help test potential lift, optimization score recommendations, and more performance data such as attribution, audience, and auction insights. This gives advertisers even more information to work with and more tools to enhance your campaign.

Enhancements in the Insights page

Focusing on first-party data, the new insights page includes new performance data, attribution, audience, and auction insights. This can help advertisers see how ads work together across Google’s interface, it can show how different user segments are controlling your campaign’s performance, and it can give more intel for budget optimization.

What do you make out of these new updates? Which one of them are you expecting the most? Let us know in the comments below.

We think Google’s latest announcements are promising, especially for advertisers that prefer a more visual approach. Quantikal will always be in favor of adding more tools for the advertiser to work with, and more control over crucial variables. 

Updates are expected to be fully out by the end of this year, so we are eager to see you try these out!  

As always, Quantikal will be digging deeper into these announcements and you’ll hear from us firsthand if any new features are coming your way. Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.

YouTube is now testing short ads

Learn about this new ad format and how it can influence your business

Google announced new updates in the annual Google Marketing Live event 2022, including the addition and optimization of YouTube Shorts.

With TikTok’s rising popularity, short-form videos and advertisements have been all over the place. Given that the average user’s attention span is very brief, companies like YouTube are testing out new ways to catch the consumer’s eye by experimenting with shorts.

YouTube is beginning its testing with app-install ads and promotions after investing $100 million in a creator fund for Shorts, hoping it would bring more creators into the platform. Advertisers that have been subjets to this new ad format say that user feedback is positive. Google’s data says Shorts is generating 4X more views than in 2021

This feature is comparable to TikTok’s videos, which leads us to believe that Shorts is a competitor strategy. According to AppInventiv and Global Media Insight, TikTok has over 1 billion monthly active users worldwide and $4.6 billion in revenue while YouTube has 2.6 billion monthly active users and $28.84 billion in revenue.  

What do you make out of these numbers? Do you believe that YouTube Shorts will be a useful tool for advertisers? Let us know in the comments below.

The video-sharing platform also announced that a long-term monetization plan is in the works for creators to make money from Shorts. This would include:

  • The addition of branded content
  • Enhancing Super Chat, which includes the option to buy stickers or messages and place them in the chat, just like we see today in TikTok lives.
  • Shopping directly from Shorts, meaning that advertisers will be able to connect products to campaigns in order to create a shoppable video ad (this could be an interesting addition since users would be a few steps closer to reaching your product). 

It is true that consumers now prefer short-lengthed visual entertainment, and TikTok’s rise in popularity makes other video platforms reconsider their strategy. 

With that being said, YouTube Shorts is something we can get on board with since the video platform is still larger in numbers and TikTok has younger average users, so we recommend marketers to be aware of their target audience before they decide to invest in the platform. 

As always, Quantikal will keep you informed of any new Google features that arise. (Spoiler alert: Google Marketing Live 2022 was a conversation starter). Stay tuned!

About Quantikal

Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.