In this PPC and Ads news roundup we cover Google’s decision to remove the accelerated ad delivery option, publishers using AdSense, AdMob and Ad Manager are getting an update to the content policies and competitor’s ads showing up on businesses’ GMB local profiles.
“The real fact of the matter is that nobody reads ads. People read what interests them and sometimes it’s an ad.” – Howard Luck Gossage
In this article, we’ll cover the following most recent PPC and Ads news:
- Google Ads will remove the accelerated ad delivery option
- Competitor ads showing up on businesses local profiles
- Google moves to simplify & standardise content policies for publishers
Let’s dig in.
Google Ads Removes Accelerated Ad Delivery Option
Google Ads announced a coming change to ad delivery options that will start September 17. The accelerated delivery option will be removed and standard delivery will be the only option for Seach and Shopping campaigns, as well as for campaigns with shared budgets.
Any Search or Shopping campaigns and shared budgets using accelerated delivery will be switched over to standard delivery automatically by October 1. According to Google, the option will still be available for Display and Video campaigns.
Why the change? Advertisers typically opt for accelerated delivery when the goal is to drive as many conversions as possible within a target cost per conversion. This is particularly common practice for e-commerce advertisers that are willing to spend as much as possible; as long as their margins make sense, of course. They set their daily budgets high enough to make sure their ads are served as often as possible throughout the entire day. It’s been an especially popular option for Shopping campaigns.
However, Google says, the way that accelerated delivery works can make it an inefficient option. Obviously, if you do have a capped daily budget, choosing the accelerated option can mean your ads stop serving well before the day ends. But Google also notes, “this method can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones.”
Google’s Recommendation. The company advises choosing the maximise conversions or maximise clicks bidding strategies to indicate your performance priority for campaigns that had been using accelerated delivery.
Google Showing Competitor’s Ads On Local Business Profiles
Google has been slowly ramping local search monetisation over time. It introduced local search ads in early 2017, which put ads in local packs, and began putting ads in local Knowledge Panels. Now, the company is also starting to show competitors ads in local business profiles.
Part of Local Campaigns, the ads are designed to drive visits to local businesses and retails locations. These fully automated units run across Google properties, including Search, Maps, GDN and YouTube.
Ben Fisher was the first to notice this development:
GMB Ad In-Listing Spotted in the Wild. Check this out! There is an ad for a Honda dealership on a Doge dealerships GMB Listing.
— Ben Fisher (@TheSocialDude) August 21, 2019
Can you remove the ad? There are speculations that Google is gearing up to charge business owners to remove the ad. The speculations were put to bed after Google confirmed that “businesses will not be asked to nor can they pay to have the ad removed”.
Why should you care? There’s a sense that the GMB profile is owned by the business. However, that’s incorrect. It’s Google’s property. Just as Facebook owns and controls local Facebook Pages. This is something that businesses should be sober about. Still, Google must also be mindful of too-aggressive monetisation of local.
Google Is Simplifying Its Content Policies For Publishers
Google is reorganising who it presents publisher content policies and standardising its content policies and restrictions across AdSense, AdMob and Ad Manager.
The content policies will be divided into two categories: Google Publisher Policies (GPP) and Google Publisher Restrictions (GPR). The GPP page will outline the types of content that cannot be monetised and the GPR page will outline specific content types that do not violate policies but may not be appealing to all advertisers. For example, alcohol and tobacco-related content.
The updates are scheduled to go live in September and are aimed at creating a simplified experience for publishers in terms of understanding what content can be monetised.
Why should you care? Brands and marketers have long been pushing for digital ad platforms to create more transparent and brand-safe environments. However, in the process, many ad platforms’ content policies have been difficult to follow and understand for publishers; knowing that content cannot be monetised versus the types of content that can be but may not fit an advertiser’s branding standards. With this update, Google is certainly making it easier for advertisers to simply follow the rules.
“One consistent piece of feedback we’ve heard from our publishers is that they want us to further simplify our policies, across products, so that they are easier to understand and follow,” writes Google’s Director of Sustainable Ads, Scott Spencer, on the Inside AdSense blog.
It’s worth noting that Google isn’t launching new content policies. It’s simply restructuring the framework around how policies are presented. You can read more details on the topic here.
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