Phasing out of Enhanced CPC bid strategy for search and display ads
Google has announced the phasing out of the Enhanced Cost Per Click (ECPC) for Search and Display Ads by October 2024, requiring a transition to manual bidding strategies. Existing ECPC campaigns can operate until March 2025, after which they will automatically convert to Manual CPC. Enhanced CPC was a conversion-based smart bidding strategy that Google offered to help accounts get more conversions from manual bidding. ECPC worked by automatically adjusting manual bids for clicks that seem more or less likely to lead to a sale or conversion on a website.
Enhanced Performance Insights in Google Ads
Significant updates to Performance Max include new insights for asset performance and streamlined reporting mechanisms. This update is welcomed because Pmax used to reveal limited insights, and the increased data will help reveal more insights. These enhancements aim to provide a holistic view of campaign contributions, enabling precise adjustments for underperforming assets. Additionally, new Impression Share and Target Pacing Insights give advertisers a competitive edge in real-time optimisation.
Pioneering AI-Powered Features in Advertising Campaigns
Announced at DMEXCO 2024, Google introduces advanced AI-powered capabilities for Search, including the expansion of its conversational experience to more languages and broadened generative AI tools across campaign types. This suite of tools now supports multilingual asset generation and tailored media management, further empowering campaign creativity and reach.
YouTube Innovations
First Position In-Stream Ads
YouTube’s First Position, ensuring brands appear as the initial in-stream advertisement, is now extended across all content types via Display & Video 360. This feature prioritises brand visibility during important viewing moments, amplifying impact across diverse YouTube audiences.
Expansion of YouTube Pause Screen Ads
Following successful trials and high demand, YouTube is expanding the availability of its pause screen ads. This format provides a non-intrusive advertising experience, maintaining engagement even during viewer breaks and offering a novel avenue for reaching potential customers. It’s important for advertisers to consider that people may find it annoying to receive ads while videos are paused. There’s also a risk that viewers may not see ads if they’re not paying attention to the screen while the video is paused.
Meta
Meta Diversifies Advertising Tools for the Holiday Season
To enhance customer engagement and sales this holiday season, Meta is unveiling advanced ad tools and formats, such as reminder ads for mobile apps and new promotion-highlighting options. These tools aim to boost visibility and efficiency, with added support for in-store ad targets, enhancing omnichannel marketing strategies.
TikTok
Introducing TikTok Search Ads Campaign
TikTok’s new Search Ads Campaign offers advertisers a method to connect with users via keyword-targeted ads on the search results page. Gen Z users frequently turn to TikTok to search for brands before using other platforms. Therefore, the opportunity to place ads based on user intent is a significant advancement for TikTok. This differs from the typical social feed ads we’re used to. The concept is similar to Google Search Ads, which appear alongside specific search queries, rather than interrupting a social media feed. This approach has the potential to boost conversions by leveraging precise keyword targeting. Note this is currently only available in the United States.
AI and Automation in Reddit Ads Manager
Reddit enhances its advertising tools with AI and automation to streamline ad creation and performance. The newly introduced AI-inspired ads library and auto-cropping features reduce setup time, optimising ad engagements tailored specifically to the Reddit community’s unique interaction style.
