Google and Microsoft are introducing updates to improve transparency and at the same time remove the Reduant bid features (and confusing). The first Google update applies to AI Max to search, which is a focus of the company’s recent live events.
AI Max Transparency
Google launched AI MAX for searching in May. It is now available on all accounts. Using AI, Google shows ads to further questions and adapts them based on the user. The aim is to reach potential customers.
My initial impression AI Max for search is positive. I have experience with many conversions on my customer’s account, perhaps because other operation is low. But I get the additional operation of instatead cannibalization of the keywords I offered. In other words, it is not only to generate clicks and spending, and in addition, the auxiliary operation seems qualified.
Two new segments provide maximum clarity AI. First, advertisers can segment a message about keywords by the type of search term match. The message shows data from AI Max as well as standard accurate, phrase and wide match.
Second, advertisers can view AI Max search terms and related input pages. It is Benfical to discover input pages that test elsewhere on the account or exclude completely.
Advertisers can view AI MAX search terms and associated input pages in a search message.
For example, an input page that is well converted in AI Max is worth testing as a standard version. Advertisers could talk to the wrong convert page.
When starting in 2021, the power of maximum power did not provide this level of detail. Google added transparency from the beginning AI Max.
Advertisers can exclude bad converting input pages.
Combination of campaign metrics
Last year, Google introduced the brand back to show reach metrics and frequencies across campaigns. Advertisers could always view metrics for each campaign, but not in summary. For example, video and demand campaigns provided separated metrics, but not for consumers who looked at ads in both campaigns.
The brand reports include filters according to age range, gender or both. The “co-Vede” metric shows the number of unique consumers who have seen the ad, even though they watched the connected television together. It is a good start to display combined reach and frequency of more campaigns.
Unfortunately, the report does not provide metrics to reveal how they contribute to overall conversions.
Microsoft Drops TCPA, TROAS
Microsoft is surrendering from TCPA and TROAS offer strategies.
Google removed TCPA and TROAS menus a few years ago because they decreased: both said Google to optimize conversions.
Google renamed the strategy to “Maximize conversions with optional TCPA”. By default, the “conversion” strategy is trying to maximize conversions, but advertisers can still set an optional goal of acquisitions.
For example, advertisers who are not interested in TCPA may order Google to generate as much conversions as possible within the budget. However, they can check the possibility to set a CPA target that does not exceed, say $ 50.
Microsoft receives the same tactics. Starting August, the new Microsoft advertising campaigns will only provide “Maximization of conversions” and “Maximize conversion values“The counterparts. Microsoft says that the TCPA and TROAS campaigns will automatically pass.
Microsoft advertisers do not require any action. The update eliminates the release and simplifies the offer.