Digital Advertising for Dummies: Tips on How to Decode the Language of Ad Platforms

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Over the summer there have been some minor changes from some major players in the digital advertising realm. Google has made some changes to their ad platforms and the location of where their data is hosted. While Facebook has made changes to how businesses are seen and appear on their Pages. These updates haven’t caused a digital marketing apocalypse, but there are some noticeable adjustments as far as how to set up your accounts, your keywords and how you handle reviews.

Internet marketing is constantly changing so now is a great time to rediscover how these tools, give you an idea on new buzzwords that are being used and how they can help your business. We’ll cover what has changed and what this means for you.

What’s New with Google?

Google has recently announced some huge changes coming to Google Ads. There are some new tools and features they plan on rolling out for digital marketing. With that comes a list of new software’s, platforms and terms you may not recognize. Fear not we are here to break down what all these new changes mean.

  • Google Ads: One of Google Advertising most notable changes is its rebranding of AdWords to Google Ads. Google Ads will be an all-inclusive suite for advertising solutions. The change was meant to make ad implementations easier, so advertising agencies and marketing firms can focus on strategy and planning.
  • Google Marketing Platform: Analytics 360 and DoubleClick formed to create this new platform. The change is meant to make marketing management easier for all parties. It is a creative hub that allows buyers, creatives and clients to collaborate in one environment. This platform does come with unique features including Search Ads 360 and Display Ads 360. If your willing to spend the money, the Google Marketing Platform will undoubtedly help your business’s marketing plan.
  • Search Ads 360: With the Google Marketing Platform you will get Search Ads 360. An advertising agency can use this tool to plan, buy and measure search ads.
  • Display Ads 360: Display Ads 360 allows advertisers to manage bids from a central location.
  • Google Maps Platform: Google has also decided that any request that doesn’t include an API or Client ID will no longer be supported. You can update your API key here.

Youtube Advertising Changes

Google also has announced some changes in Youtube Advertising. One billion hours of video is watched on Youtube every day, making video a huge part of online marketing. They found that 91% of smartphones users enter the buying process after seeing a video ad. The insight they have gained has inspired them to role out new features to their video landscape. Below are some of the changes and features Youtube has added.

  • TruView for Reach: This new feature will allow marketers and advertisers to reach more prospects through marketing by allowing CPM bidding for video ads.
  • TruView for Action: This feature will show your video ads to people who have searched for your product on Google.
  • Lead Ads: Youtube will begin offering lead advertisements. This will allow your customers to fill out your lead form without leaving the Youtube platform.

Changes in Facebook Marketing

Social media marketing is on the rise and Facebook is still a top leader in content marketing. In midst of the past year security issues, Facebook has been focusing on increased security and transparency from pages that their users are exposed to. They have been continuously working on increasing the amount of information about pages, including where they are managed in the Info and Ads sections. Below is the information that will now be shown on the Page Info sections.

  • The date the page was created.
  • The primary locations where the Page is managed.
  • The number of people who manage the Page in each country.
  • The Page’s previous name changes.
  • Any Page merges that took place on or after September 6, 2018.

Facebook has updated their video ad metrics. The update better aligns with how users watch video ads on the platform. It focuses more on the total time of a video watched. The video metrics are a small update but understanding what these new metrics mean will allow you to better track your ad data. You can see these updates below.

  • Measuring unrepeated sections, which give an accurate look at newsfeed ads compared to non-skippable ads. This will let business get a better idea about how much of a video a user saw.
  • How many times a video plays. This is different than impressions.
  • The elimination of video percentage watched and the 30-second view.

The author, Bob Ottaway, is President and Founder of Ottaway Digital.  Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.  

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