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Exciting News: Google Updates the Customer Data Upload Feature in DV360!

Brian Blondy, March 30, 2020

Google has improved the Customer Match tool feature in Display & Video 360 (DV360) to now allow for advertisers to upload the following:

 

  • Contact Info
  • Mobile Device ID lists 
  • User ID lists 

 

These new segments of information can also be made available as an audience list for Display, Gmail and TrueView.

To date, the Customer Match tool in DV360 has only enabled advertisers to upload customer e-mail addresses as an audience list for TrueView ads. 

To achieve your objectives at the Advertiser level, click Customer Match in the New Audience section on the All Audiences tab, and then fill out the required parts and insert the data into the audience list.

dv360

Please note that contact info (which includes e-mail data and mobile device IDs in an audience list) list, can be used in TrueView ads as well as in DV360 and Gmail inventory. For now, the use of user IDs is only available for TrueView ads.

To achieve your objectives at the Advertiser level, click Customer Match in the New Audience section on the All Audiences tab, and then fill out the required parts and insert the data into the audience list.

display and video 360

How to for upload data files and target your Customer Match Audiences:


Step 1 – Upload Customer Match Lists:

The file you wish to upload must be in CSV format and written with English characters. The user data in the CSV file needs to include at least 1,000 users.

The content and details of the data you will upload should be as follows:

  • E-mail address matching: Use “E-mail” as the column header name in your data file.
  • Phone matching: Use “Phone” as the column header name in your data file.
  • Mailing address matching: For mail address matching, your data file must contain these 4 column headers: “First Name,” “Last Name,” “Country,” and “Zip.” If any of the required column header names are missing, your upload will likely result in an error.
  • Combined e-mail address, mailing address, and phone matching: Your file must contain these 6 column headers: “E-mail,” “Phone,” “First Name,” “Last Name,” “Country,” and “Zip.” If you have multiple e-mail addresses, mailing addresses, or phone numbers for a single customer, your file may include various parameters such as “E-mail,” “Zip,” or “Phone” columns.
  • Mobile Device ID matching: Use “Mobile Device ID” as the only column header in your data file.
  • User ID matching: Use “User ID” as the only column header in your data file.

Step 2 – Target Customer Match Lists:

Of your existing or new Line Item, select Audience List from the Add Targeting options.

After selecting the 1st Party option in the tab that opens, find, and choose your Customer Match audience list that you created.

Now Save the Line Item. Once you have saved the Line Item, you will have finished the operation and are now ready to target.

Important Information: 

* Customer Match lets you serve ads based on data about your customers that you share with Google. With Customer Match targeting, you can also reach new users by targeting similar audiences to your most valuable customers.

** Customer Match is not an available feature for all advertisers. The advertiser must comply with Google’s 3rd party data access criteria for this feature. To proceed, you must meet the requirements of the whitelisting process. 

For more information or if you have any questions, please don’t hesitate to contact us in the form below.

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Google to introduce CTAs on bumper and non-skippable YouTube ads

Brian Blondy, March 22, 2020

Google announced that will soon unveil CTA (call-to-action overlays) on YouTube bumper and non-skippable ads.

The new call-to-action overlays will enable advertisers to display an interactive element which will aim to motivate clicks over YouTube videos. At present, call-to-action overlays are only available for TrueView ads.

The specs for YouTube CTAs are:

  • CTA text: 1 line of text with up to 10 characters
  • Headline text: 1 line of text up to 15 characters
  • Display URL: The URL will be displayed on the overlay
  • Landing page: The destination can be a redirect and/or link to an external site.
  • Thumbnail: Auto-generated from the YouTube channel’s icon
  • CTAs are required for TrueView for action campaigns, but optional for brand campaigns.
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Google announces a deadline to remove all third party pixels from YouTube.

Brian Blondy, March 22, 2020

Set to begin on June 1, 2020, all YouTube campaigns are required to have the Ads Data Hub enabled to be eligible for third-party measurement.

Any campaign that is not enabled with the Ads Data Hub is subject to data disruptions of third-party measurement tools after this date.

To create the change, Google has worked with Nielsen, Comscore, Oracle Moat, DoubleVerify, Dynata, Kantar, and Integral Ad Science to be be active participants in the Ads Data Hub via an API which provides aggregated information without exposing YouTube users to third party vendors.

The measurement vendors, like DoubleVerify, will use Ads Data Hub for reporting on YouTube campaigns via their internal dashboards.

Deadlines to Remember:

  • March 15, 2020: Advertisers must begin trafficking pixels and enable the Ads Data Hub for all new campaigns that use third-party measurement. Campaigns that do not connect the Ads Data Hub reporting will henceforth be rejected.
  • May 15, 2020: Google will no longer accept pixels on new campaigns and will only accept third party measurement from Ads Data Hub requests.
  • June 1, 2020: All campaigns must enable Ads Data Hub linking to be eligible for third-party measurement.
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10 Ways to Better Promote Your E-Commerce Website

Ryan Rakover, February 18, 2020

Google Marketing Platform Logo 2

For E-Commerce websites considering how to better promote themselves and their online businesses, the online and offline options available are numerous.

We believe that one platform stands taller than the rest in its ability to combine powerful marketing tools to give online marketers the power to achieve their promotional and growth goals through programmatic advertising. That product is called Google Marketing Platform.

Google Marketing Platform (GMP) is the world’s most exceptional platform of unified advertising and analytics solutions to help plan, buy, measure, and optimize digital media and customer experiences in one place. 

The platform includes unique products for handling all aspects of digital marketing at the highest level – Display and Video 360 (DV360), Campaign Manager (CM), and Search Ads 360 (SA360).

Specifically, for E-Commerce, modern marketers can hugely benefit from the toolbox of solutions to target and reach new customers with powerful advertising campaigns. The result is a platform that can amplify brand awareness and increase sales and revenue.

Today, we are going to address ten essential ways in which e-commerce websites can increase revenue by using Google Marketing Platform to build, promote and analyze digital ad campaigns to increase purchases, monthly revenue, and overall digital ROI for an e-commerce website.

 

Optimal Planning and Preparation

There is no doubt that e-commerce website owners are intimately familiar with all of the products featured on their website. 

The big question is how to pair the right product to the right consumer at the right time. 

In GMP, savvy marketers can design strategies and build campaigns to speak and reach the exact audiences that would be most interested in converting into buying customers.  

Plan your Reach & Spend

  • When planning a campaign, it is essential to understand the concept of Unique Reach Forecasting. This feature allows you to see how many people your campaign can reach based on your budget. 
  • Custom forecasts help you explore the relationship between your budget and inventory that matches your targeting. In DV360 and SA360, you can build a “Plan” within a campaign, forecast, and understand what goals and KPIs you can achieve.

Map your Webpage

  • Track the engagement users on the website, map your products, categories, and every step until the final conversion. 
  • After mapping, you can add custom variables directly to DV360 or CM that you can use to build based on that audience list. Custom variables can take any values that you choose to pass to them. 

 

Effectively Marketing Your Website and Products

E-commerce websites need to create awareness online to drive revenue. Through crafting clever advertising and strong calls-to-action, the goal of encouraging prospects to the site is optimized by smoothing the conversion path to purchasing goods. 

With GMP, the entire process is immensely more manageable and effective. 

While investing money and resources into advertising does not guarantee a return on investment, purchasing digital advertising on DV360 gives online merchants a dynamic toolbox of solutions to reach out and target and, subsequently, retarget the ideal customers for stimulating future purchases. 

GMP provides the precise control needed to reach out to optimal consumers through repetition and the power to drive users directly to specific products for purchase. 

Tell a Story with your Creatives

  • Show a sequence of creative messages to one person with DV360 or CM, you can easily, one at a time. Think of a story like a marketing funnel where you have control of the narrative.
  • 1st step: A sequence of videos, display creatives, or a mixture of both. A typical sequence starts with a video to drive awareness of your brand. 
  • 2nd step: Show a display banner to encourage online or offline purchases, and so on.

Use Different Creative Formats 

  • Display, Video, Native, YouTube, and Gmail native ads are all formats that are available for purchase in DV360. 
  • The ads can appear in either web or app environments on mobile and desktop devices. 
  • Example: Native advertisements look and feel like part of the content of a publisher’s page or app. 

Control the Frequency Cap of your Advertising

  • The most significant advantage of using one platform for several media sources is the ability to control the frequency cap. 
  • Frequency caps allow you to take control over the number of times that one user sees the same ad and the same message.

Use Audience Lists 

  • Target users that have the highest potential to convert. 
  • In DV360, there are different options for targeting audiences and also two types of custom list targeting: Custom Affinity & Custom Intent Audiences. 
  • Custom Affinity segments target an audience by the media they consume online or by the products and services they’re most interested in purchasing. 
  • Custom Intent Audiences allow you to use your keywords, URLs (websites), and apps to reach specific people as they are making a purchase decision related to your product or service.

Specify the Recency and Relevancy for your Remarketing Lists

  • When you target or exclude a first-party audience list, you can also more granularly configure your audience targeting based on how recently a cookie was added to your audience list. This concept is called Audience List Recency. 
  • Example: If you have a pixel that corresponds to your advertiser’s homepage, and you want to target an ad to people who have visited the landing page in the past two days, you should target the “Landing page” list and set the list’s recency to “2 Days.”

 

Intelligently Analyze Your Results Like a Pro

If you’re interested in generating more revenue from your website, diving deep into the digital campaign analytics is an excellent place to become more active. 

Online e-commerce marketers should be locked into campaign performance and be continually circling back to make reasonable and data-supported modifications to the campaigns to spark user responsiveness and potentially increased revenue through increased sales. 

Notably, DV360 allows marketers to track campaigns and optimize them to boost ROI accurately. 

Implement Measurement Tools

  • Track your sales revenue and transactions by using GMP to quickly understand the full income earned from ad spends, even from brand campaigns. 
  • By using & implementing the Floodlight, you can track conversions, add users to remarketing lists, and pass information about sales transactions. These three Floodlight features track the number of sales made or the number of items purchased. Additionally, you can also capture the total value of each sale.

Analyze Everything about your Advertising and Targeting 

  • GMP contains a robust suite of reports that you can use to gain insights about your live campaigns and any future campaigns you plan. 
  • Examples include: Reporting on the sites you targeted, the ad placements, the creatives, unique users, and unique cookies, cross-environment conversions, and keywords.

Attribution Models

  • Track and analyze the full user journey across all of your media channels. 
  • With CM, you will be able to connect all media sources and explain the impressions and click attribution with the option to change the lookback window and compare different attribution models. 
  • These dynamic reporting options will help you to see the full picture of your marketing plans, understand how and if all sources are an essential part of the conversion funnel.

 

In Closing

We hope that you found these ten essential ways in which e-commerce (B2C) websites can use the Google Marketing Platform to be helpful and informative. We believe that GMP is a critical tool for boosting a marketer’s ability to build, promote, and analyze digital campaigns to increase purchases, monthly revenue, and overall digital ROI website. 

In addition to Google Marketing Platform, we can offer you products, solutions & services to further enrich your marketing activities. We do it all, and we do it well. We will do everything to put you in the best situation to succeed with your digital marketing activities. 

If we have something that you’re seeking, fill out the form below and let’s have a discussion together soon.

Taboola Inventory Now Available in Display & Video 360

Brian Blondy, January 27, 2020

Taboola, a leading discovery & native advertising platform powering efficient and extensive scale for brands on premium publishers across the open web is now available on Display & Video 360.

Advertisers can now target native display and native video within the Taboola exchange on the DV360 platform.

To activate the Taboola exchange from your Display & Video 360 account, here’s what you need to do:

 

From the left menu, select Settings > Basic Details
Locate the Exchanges section
Check the box next to the Taboola exchange and click Save
Reach out to your client success manager to start building PMP deals

 

If you would like to hear more information or you require technical assistance, please reach out to us on through the form below.

Google launches video ad sequencing on TrueView in Display & Video 360 (DV360)

Brian Blondy, October 7, 2019

Users of Display & Video 360 are now able to launch ad sequencing on YouTube video campaigns.

Video ad sequencing allows advertisers to show a series of TrueView in-stream, bumper, or non-skippable ads in a precise order as determined by the advertiser, in order to create a single narrative experience for the user.

Advertisers have the choice to either to bid:

Target CPM – Available for all YouTube formats (TrueView in-stream ads, non-skippable in-stream ads, and bumper ads)

Maximum CPV – Available only for TrueView in-stream ads.

If you would like to begin using TrueView in Display & Video 360, we can help you set-up everything to get started.

Outcome Based Buying in Now Available in Display & Video 360

Brian Blondy, September 23, 2019

Google has released Outcome Based Buying in Display & Video 360, a dynamic new feature which enables advertisers to pay for clicks while simultaneously optimizing for CPA. Previously, advertisers were limited to only purchasing inventory on a cost-per-thousand impressions (CPM) basis.

Advertisers should take note that Outcome Based Buying does not presently support the following:

  • Impression based budgets, non-invoiceable CPM fees or percentage of media fees
  • Attribution models for impressions
  • Average CPM constraints
  • Creatives hosted outside of the Display & Video 360 or Google Campaign Manager platforms
  • Any Video, TrueView, or Native Inventory
  • Third party viewability targeting is also not supported on Outcome Based Buying

If you would like to begin using Outcome Based Buying in Display & Video 360, we can help you set-up everything to get started.

At present, Outcome Based Buying is available for all display campaigns enabled with a post-click conversion goal. 

For more information, please contact us on the form below.

New Interactive Ad Experiences Released in Display & Video 360

Brian Blondy, July 22, 2019

New display ads formats have been introduced on Display & Video 360 which enable advertisers to deliver more interactive and dynamic ad experiences to consumers.

Released in early 2019, Swirl and YouTube Livestreams with Display Ads insert impressive functionality and value to marketers and consumers alike across multiple formats and screens.

With two new ways to create captivating ads in Display & Video 360, marketers can now showcase their brand and products to consumers in unique ways that have never before been possible on the platform.

Swirl – Immersive 3D Display Ads

Swirl is a new immersive display format design for the mobile web. Built using 3D technology, D&V360’s newest interactive advertisement allows users to explore every angle of an object/product by rotating the object in 3D with a finger swipe. By rotating the object in all directions and zooming in and out, users are given the impression that they are interacting with an object as if it were directly in front of them on a screen.

Ad example is courtesy of Google

Marketers that already have 3D assets can begin implementing them into Swirl by using the 3D/Swirl component in Google Web Developer.  Google has announced that it will be implementing a new editing platform in Poly, their 3D platform, enabling the ability to edit, configure, and publish high-quality creatives for presentation in interactive display ads.

More info

YouTube Livestreams with Display Ads

As live streaming on YouTube continues to grow up popularity across the world, many brands are investing in live stream content through sponsorships and producing their own branded content.

Display & Video 360’s new live-stream format enables marketers to run YouTube live content within display ads across screens and devices.

To get started, marketers should use Google Web Developer to convert existing assets from past YouTube live stream campaigns alongside a new template in GWD.

Ad example is courtesy of Google

Users can preview the live-stream, as well as watch the full stream and subsequently leave when they are ready, giving them full control for how and when they interact with the content.

By using the live stream format, viewers of the live stream can interact with the video using the built-in YouTube player controls. 

Looking to Get Started with Display & Video 360?

We have an abundance of experience working with premium advertisers seeking to maximize their ROI with Display & Video 360. If you would like to begin using Display & Video 360 and are not sure how to start or how to best use Display & Video 360, we can help you with everything along the way.

Fill out the form below and we will reach out to you.

Search Ads 360 vs Google Ads (formerly AdWords): How to Scale Up Your SEM

Brian Blondy, June 26, 2019

 

ad 360

Search Ads 360 (formerly Doubleclick Search) is an integral component of the Google Marketing Platform stack designed to enable agencies and direct advertisers to efficiently manage global search marketing campaigns across multiple engines and social media channels.

Search Ads 360 is often being compared to both Google Ads (AdWords) and the Google Marketing Platform based on its seemingly overlapping feature-set. Despite this common misconception, Search Ads 360 possesses powerful search campaign capabilities which collectively amplify search campaign capabilities when the platform links to either Google Ads or the Google Marketing Platform rather than each used separately.

Today we turn the spotlight on Search Ads 360 and offer five reasons why marketers should consider adding Search Ads 360 for managing their search engine marketing campaigns.   

Campaign Management

Rather than managing search campaigns in Google Ads and Microsoft Ads separately, Search Ads 360 enables marketers to place the search engines (in addition to many others) into one platform to save time and allow budgets and bids to flow into an array of search networks.

Search Ads 360 allows for adding all social accounts to a single user interface to enable unified social performance and engagement metrics.  The combination of search and social accounts on one platform assists marketers to benefit from cross-channel remarketing. 

Budget Management

Search Ads 360 users can create budget groups interconnected to creating and modifying budgets depending on the performance of bid strategies and their goals.  This feature is unique to Search Ads 360.

Optimization & Automation

Search Ads 360 enables campaign managers to use more flexible and granular bid strategies that can be set up across engines, several accounts, campaigns, ad groups, or even keywords.

Search Ads 360 also features a vast portfolio of automation features smarter bid strategies that enable optimization of bid adjustment:

  • Devices
  • Locations
  • Remarketing Lists

Advertisers can create a customized bid strategy with multiple ERS, ROAS, and CPA targets. These strategies allow for saving time, reducing complexity, and making better decisions to increase ROI.

On Search Ads 360, there are a variety of formulas to create personalized ads tailored to specific business needs. Custom formulas in dynamic text ads allow for bulk editing of texts across different accounts, campaigns, and ad group. This feature eliminates wasted time spent on management, optimization, and large-scale reporting.

Targeting

Within the Search Ads 360 platform, marketers launch and manage search and social campaigns in a single interface. Campaign managers can build out remarketing lists (excluding duplicate conversion counting) built from all of the campaigns and use the lists to re-engage with customers on search, social, or display channels.

Reporting

Within Search Ads 360 marketers can utilize the paid & organic reporting section to view specific search terms that either caused ads to appear on Google or the organic search results that motivated users to click through.  The reporting section is powerful in assisting to uncover how paid and organic search work together to reach your intended audiences searching online.

Search Ads 360 uses a unified set of pixels (Floodlights) to track conversions from both display and search advertising in real time. Through tracking cross-channel conversion funnels, Search Ads 360 prevents counting conversions more than once.

Compared to Search Ads 360, Google Ads tags are specific to the Google Search Network and its search partners such as Youtube Search, whereas the Floodlight Tags found in Search Ads 360 are designed to integrate seamlessly with all Google Marketing Platform properties. By using Search Ads 360 with the Google Marketing Platform marketers can create a multi-channel approach to attribution by aggregating search, programmatic (Display & Video 360), analytics (Google Analytics), in addition to all other media formats (Campaign Manager).

Conclusion

If you currently possess a large-scale account on Google Ads, you are delivering marketing campaigns across several search engines and social media channels or you are already using other products of Google Marketing Platform (Display & Video 360, Analytics 360, etc.), then Search Ads 360 will have a great value and will contribute to a positive ROI for your search campaigns.

Google’s premium search platform presents unmatched features for eliminating wasted time spent on launching, managing and optimizing search campaigns, as well as showcasing essential reporting functions for delivering cutting-edge analysis for uncovering conversions paths from the very first click through an offline visit to your company.  Search Ads 360 allows marketers to design campaigns in bulk all the while keeping ads personalized and tailored to individual users on using specific search queries.

As a Certified Google Sales Partner, Total Media is ready to support you with our unmatched expertise, training, and consulting services for implementing Search Ads 360 into your marketing strategy.

If you would like more information about the platform, please feel free to contact us.

 

Should you go in-house with your programmatic campaigns?

Brian Blondy, June 26, 2019

programmatic, in-house, agencies, brands

There is a growing trend in the industry today of companies taking complete responsibility for the management of their programmatic advertising activities.

Taking campaigns “in-house” appears to be increasing among tech-savvy companies of all sizes as they become more aware and experienced with programmatic advertising. As confidence and knowledge grow, it makes financial sense to begin handling the campaigns independent of agencies for a variety of reasons.

According to a recent IAB report on the growing trend of companies taking their programmatic activities in-house, nearly 40 percent of advertisers execute in-house digital RTB trading, and even 50% of publishers now have an in-house model:

•    45% Currently running programmatic campaigns

•    25% Do not have in-house programmatic capabilities

•    30% Completely or partially handle programmatic activities in-house

•    18% Plan to move programmatic activities in-house

Here are the main benefits for companies taking their programmatic advertising in-house and an overview of how companies can begin aligning themselves to the new strategy of internalizing their programmatic activities.

Benefits of managing programmatic entirely in-house

programmatic team, in-house, advertisement, agency

Independence

  • Remove reliance on external agencies.
  • Design ideal advertising strategy based on company goals and strategy.
  • Determine ideal ad placements and websites to present brand marketing and campaigns.
  • Creative rotation and testing.
  • Growing comfort managing and controlling their campaigns internally with an experienced and capable staff of experts.

Financial prudence

  • Cost efficiency for purchasing inventory.
  • Enjoy 15-30% in savings compared to agency fees/costs.
  • Avoid vague, hidden, and unclear service fees.
  • Utilize resources more efficiently across programmatic activities.

Data control

  • Keep your own proprietary first-party and third-party data internal and secure.
  • React in real-time to campaign behavior and analytics – faster than agencies.
  • Collect, manage and interpret your data internally to draw unique conclusions.
  • View campaign results transparently in the platform, and not from agency reports.
  • Improved data analysis and ROI attribution.

Campaign management

  • Better audience targeting.
  • Increased campaign effectiveness.
  • Ensure brand safety and avoid fraud.
  • Supply path optimization and increased reach/scale.
  • Transparency to selectively choose inventory to purchase.

The path forward: How to go completely in-house?

Surround yourself with experts

  • A knowledgeable and capable team of programmatic professionals to manage the campaigns.
  • Assess your organization’s ability to handle all of the aspects of your programmatic activities – perhaps consider outsourcing some of the work to outside companies
  • Develop plans for training staff.

Plan and strategize

  • Define internal goals for going in-house?
  • What do you aim to achieve?
  • Obtain executive administrative, logistical and financial support for in-house
  • Budgeting for the change in strategy
  • Bring in self-serve solutions
  • Supply path optimization to reduce costs for accessing 3rd party technology
  • Data, Technology Set-Up, Sign Contracts, Hire Expects to Manage Operations
  • Expect at least one year of preparation before being entirely in-house

Build an algorithm

  • A company needs to maximize its activities to build robust original user profiles independent of the generalized user profiles formerly provided by a mobile measurement partner (MMP).

Build a technology stack

  • Build your ideal organized and interconnected technology stack
  • DSP, DMP, ad server, viewability tracking, dashboard, fraud protection

Conclusion – Next steps

Long gone are the days when marketers and companies were willing to simply pay agencies fees due to a lack of knowledge about how to set up, manage, and evaluate their programmatic campaigns.

Today, companies are becoming increasingly empowered to achieve their agenda and preserve their resources for maximizing their programmatic activities.

Time will tell if taking programmatic buying in-house will become the norm for companies of all sizes.  Based on the current trend, it looks more likely than not.

If you’re considering going in-house with the Google Marketing Platform with Display & Video 360.  We offer custom-tailored consulting services for companies of all sizes seeking assistance building and training your team, charting and setting strategy, and creating plans for building the ideal technology stack for your programmatic activities.

Whether you need information for solving a digital bottleneck or a steady partner to build your in-house activities, we can assist you in meeting your digital goals. Get in touch with our team, and we’ll be happy to help you reach your business goals.