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By OppGenetix

TV Device Bidding Now Available in Google Ads for YouTube Ads

TV device type bidding and reporting now available in Google Ads for YouTube ads.

Raise your hand if you’ve cut the cord?

With the shift away from traditional cable viewing towards streamable media, advertisers must continue evaluating device performance individually. Your team simply cannot maintain a single budget, ad set, prospect journey, etc. for all devices. Each device – TV, mobile, desktop, and tablet – require their own attention.

One of the largest video content networks, YouTube, estimates users watch over 180 million hours of YouTube on TV screens every day1. As a result of this shift in viewing habits, Google has now rolled out an additional device type in Google Ads, TV screens. This new device type will allow you and your marketing team to better engage audiences viewing your ads from their TV or TV streaming device (Chromecast, for example). Moving forward, you will have access to reporting and device type bidding within the Google Ads platform.

What does this mean for your business?

Now that you have the ability to segment and track prospects interacting with your ads via TV, you should begin developing a unique digital strategy to more effectively target this audience. An important part of this strategy includes crafting a separate prospect journey based on your prospects’ TV ad viewing habits.

Leveraging the TV device reporting intelligence from Google Ads, begin reviewing your current YouTube ad creative and make any necessary changes to improve positioning for the TV audience. Are your TV streaming prospects watching your ads for a longer period of time than mobile or desktop? Where are you directing TV streaming prospects after they click your ad? Does advertising on TV screens provide a greater lift in brand awareness and ad recall? These are all questions your team should begin asking themselves now that TV ad data can be better reported and evaluated.

1Google Internal Data, Global, June 2018. Based on 7-day average for TV watchtime.

By OppGenetix

10/19 – This Week In…Medical Advertising

{10/19} This Week In…Medical Advertising

 

  1. HTML5 Ads – Animated HTML5 ads provide enhanced engagement and brand recall.
  2. Google My Business Insights – Google My Business adds branded search reporting for more insight into your brand awareness in your market and campaigns.
  3. Facebook Events for Nurturing – Leverage Facebook Events for their in-app notifications to help drive greater seminar attendance rates.

By OppGenetix

10/8 – This Week In…Medical Advertising

{10/8} This Week In…Medical Advertising

 

  1. Google Ads Update – New responsive banner display ads for medical practices.
  2. YouTube Ad Extensions – All-new YouTube ad extensions allow your practice can begin leveraging for your online video, testimonials, seminars, etc.
  3. Facebook Changes Ad Income Qualifiers – Facebook has augmented income targeting to focus on public IRS data vs. previous partner data.

By OppGenetix

Google Responsive Display Ads for Medical Practices

New responsive banner display ads for medical practices.

Per Google, “Responsive display ads (RDA) combine your creativity with the power of Google’s machine learning to deliver relevant, valuable ads across the web, at scale.

So, what does this change actually mean for the medical practice that is currently running, or wants to run, Google display ads? Well, for one, your display ads will probably look much better than they previously did. Unless your advertising partner designs and manages your banner ads for you today – which we do (learn more here) – you have most likely been stuck using Google’s previous display ad generator. The new display ad creator now lets medical practices upload up to 15 images, 5 headlines, 5 descriptions, and 5 logos. Google then leverages these assets along with their machine learning to test different banner ad combinations and evaluates which ads perform best.

 

 

We will mention, when it comes to Google’s machine learning capabilities, we highly recommend manually developing your ads and NOT automating performance optimization. While Google’s responsive display ads are much improved, they still pale in comparison to nicely designed ads from a marketing partner. Same for the machine learning developed by Google. It will help medical practices quickly test many different variants, but there is not much strategy behind the tests generated by Google’s platform.

That said, for the practice lacking a marketing partner, or an in-house marketing person, Google’s responsive display ads are a great option for increase awareness online and expanding reach across millions of sites.

Disclaimer: In our experience, some medical segments may be prohibited from running display advertising across several different online ad platforms. Others may be able to run advertising, but may not be able to leverage customer match or like-audiences.

For more information, view the release at Google Ads.

YouTube Ad Extensions

By OppGenetix

Google Rolling Out All-New YouTube Ad Extensions

Google to launch all-new YouTube ad extensions.

As Google continues their focus on user action across their ad platforms, the company is beginning to roll out all-new features positioned to help more consumers take lower-funnel actions.

An example of this are YouTube’s new ad extensions that should be releasing soon. In order to further align with Google Search Ads, YouTube plans on releasing additional ad extensions, typically displayed underneath a video ad, with the goal of provoking more consumer action, or clicks ($$$), on YouTube ads.

Current YouTube ad extensions include location and form extensions (in beta). While these are an OK start, we are excited to finally get more actionable options for our YouTube advertising clients. Up until now, YouTube has typically been viewed as a brand awareness play. Given that 8 out of 10 18-49 year-olds watch YouTube (via Brandwatch), the ability to expand these ads with more actions should be a welcome sight for many.

The types of new YouTube extensions our team has seen so far include:

  • Movie theater showing times
  • Travel booking options
  • App downloads

It is unclear when these new ad extensions may be available to all YouTube advertisers. Knowing Google’s seemingly unstructured release schedules, we recommend continually checking your interface for the new options. It does appear beta versions of the YouTube ad extensions have begun rolling out for larger advertisers, such as Chili’s and Maybelline.

For more information, view the release at Google Ads.

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TV Device Bidding Now Available in Google Ads for YouTube Ads
10/19 – This Week In…Medical Advertising
10/8 – This Week In…Medical Advertising
Google Responsive Display Ads for Medical Practices
YouTube Ad Extensions
Google Rolling Out All-New YouTube Ad Extensions