Can a 3D interactive ad be used for an advertising campaign for a new fragrance? This is not the only interesting item from Google we have put among last month's online hits.
Jakub Gombár
Co-Founder
5. July 2019
1 min
BeginnerCan a 3D interactive ad be used for an advertising campaign for a new fragrance? This is not the only interesting item from Google we have put among last month's online hits. Our regular post has many more. This time we have gone for a more bullet-pointed and, we hope, clearer arrangement of the text. Enjoy the summer reading...
Google is introducing a new display ad format called "Swirl", which lets users interact with 3D objects. One example is a cosmetics company that produced this 3D ad for one of its fragrances. Note how every interaction with the ad creates an opportunity to give more information about the product. As the perfume bottle turns, several notes about the fragrance appear.
This ad is meant primarily for mobile devices. On mobile the ad will look like this:
From this month several new in-market targeting segments (short-term buying intent) are available. The new segments fall under the retail category — mobile phone accessories, sunglasses and the like. The new targeting also covers sports equipment, beauty services and products, education and property. So once again some segments can be targeted in rather more detail.
First of all, from the start of June the frequency setting has moved from ad and ad group level to campaign level. The aim is simpler, more effective control of frequency. Google then announced that from 24 June it would gradually begin the transition to smart frequency capping for YouTube video ads. This setting will count impressions and views at video level regardless of which campaign the video is shown through. The aim of the change is more effective configuration and capping of the frequency of in-stream and bumper video ads.
Carousel ads are shown with two headlines, a line of shortened description and no ad extensions. The video shows how the carousel behaves. The benefit is a clearer presentation of ads in search.
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Local campaigns are one of Google's automated formats, whose main aim, in the case of a bricks-and-mortar business, is to bring the user into the shop itself. Google has announced that advertisers will soon be able to use their local campaigns to drive calls to their shop.
Price extensions were added more than a year ago and let advertisers show products and prices in text ads in search results on mobile and desktop. Now you can manage these extensions in Microsoft Advertising Editor in bulk and far faster. From the shared library in the editor you will be able to add headers, descriptions and prices, currency included.
The first change concerns page indexing, or rather the tool used to stop Googlebot indexing pages we do not want indexed. robots.txt was mainly used for this. Until now there have been no official rules for its use. So Google wants to create an official standard. For the time being feedback can be sent on the rules (REP – Robots Exclusion Protocol).
The second item is more a myth debunked than news. Google has confirmed that updating a page's publication date will not improve its position. Of course, for certain types of content the update date is relevant to users.
Google is making changes to prevent "wallpapering" of the search results. It happens often with large authoritative sites (e-shops included).
The site diversity change means:
This is above all good news for smaller e-shops. A study showed the diversity update affects transactional searches more than informational ones. As a result, users will see a wider range of domains when looking for a product.
As for informational search, up to three URLs from the same domain can appear (recipes and the like).
On 3 June Google rolled out a change to the main algorithm (core update). Some updates change not only how site content is assessed but also its impact on the SERP. This change showed up mainly in the growth of video carousels (YouTube), which now appear in 61.1% of searches.
Using value data, FB can build audiences of people similar to your best customers. The advantage is that this audience is updated regularly on the basis of conversion events and transaction value data in real time. Since you are reaching more relevant people who can generate revenue for the business, you can win a higher return on ad spend.
Facebook has announced that, for the sake of transparency, users will be able to see the name of the sponsored content directly beneath an ad. According to testing, sponsored ads labelled this way have a higher engagement rate from the target audience. More about this change and how to configure it: HERE. For advertisers this branded content will be available over the coming weeks, for stories as well.
Jakub Gombár
Co-Founder
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