Hi everyone,
In this week's edition of Kavanah Media's Weekly Marketing Rundown, we'll talk about a new WhatsApp extension being tested with Google Ads, Meta Ads metrics in development, and more. Let's dive in.
Google Ads has begun testing a new search ads extension that would allow people to start a WhatsApp conversation with one click directly from the ad. This is very similar to the messaging ad function with Meta Ads. The feature is currently being tested on some ad accounts in India, with a worldwide rollout hopefully coming sometime this year.
For more on this, click on the link below:
Google Analytics is introducing an update that promises some positive changes for the measurement platform. This update aligns how conversions—actions like email sign-ups and purchases—are defined in both Google Ads and Analytics, providing a consistent view of advertising performance across Google platforms. The term 'key events' in Google Analytics will replace what has been called conversions for behavioral analytics. These key events are designed to help site and app owners measure crucial user behaviors more consistently.
With this change, conversions will be uniformly represented whether viewed in Google Ads reporting or Google Analytics reports. This addresses long-standing discrepancies in conversion reporting between the two platforms, a major improvement for marketers. Conversions in existing reports and exploration modules in Google Analytics will now be considered key events, enabling businesses to identify and analyze the most important customer actions.
For more on this, click the link below:
Meta has been quietly developing a few new metrics for ad reporting. Here are a few of the most notable:
- 3, 5, and 7 Second Dwells: The number of times your display ad is completely visible, or covers at least 50% of someone's screen, for at least 3, 5, or 7 seconds.
- 2, 3, and 5 Message exchanges: The number of times a messaging conversation reaches 2, 3, or 5 back-and-forth exchanges with your page, attributed to your ads.
- Returning messaging contacts: The number of accounts that messaged your business in a given time period and any prior time period, attributed to your ads. This won't include returning messaging contacts on WhatsApp, or those delivered in Europe or Japan.
For more on this, click the link below:
Google has published its annual Ads Safety Report, detailing its efforts to maintain a trustworthy and safe digital advertising ecosystem. A significant focus in 2023 was on the impact of generative AI on the digital advertising industry. This technology, while bringing exciting changes like performance optimization and image editing, also posed new challenges. Google says they have been proactive in addressing these challenges, particularly in enhancing enforcement efforts. Large Language Models (LLMs) have been instrumental in their efforts, providing rapid content review capabilities that surpass traditional machine learning models.
Last year alone, Google blocked 5.5 billion ads, as well as 12.7 million ad accounts for violating their policies.
For more on this, click the links below:
Press release: https://blog.google/products/ads-commerce/google-ads-safety-report-2023/#election-integrity
Report PDF: https://services.google.com/fh/files/misc/ads_safety_report_2023.pdf
Thanks for reading this edition of Kavanah Media's Weekly Marketing Rundown! For more up-to-date insights in digital marketing, make sure to follow us on our social media channels using the link below.
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Author: Sean Ralls
Article Published: March 29th, 2024
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