May Invelity news

Tools for better and more precise campaign measurement, plus the long-awaited arrival of Google Shopping. In our regular round-up we tell you what May brought to the online world and why you should not leave it out when planning campaigns…

A new planner in Google Ads

This month Google again arrives with a new planner within the Google Ads system. After the earlier arrivals of the budget and reach planners, the tools now also hold the performance planner. Through it you can very easily identify how much you need to spend to increase conversions (purchases, form submissions and so on). It can also be used to measure the volume of conversions won at a given cost per action. It even lets you add new keywords to see what effect they would have on potential campaign performance.

performance planner

Google Shopping finally in Slovakia

Well, the wait is finally over. Splendid news for every e-shop owner advertising on Google, and for marketers too — it lands in Slovakia during June.

What actually is Google Shopping? Put simply, Google shows the products themselves right in the search results, with an image, price, availability and shipping cost. The splendid part is that clicking a product takes you straight to the chosen product in the e-shop. So the customer immediately gets what they are looking for. The benefits this brings sellers themselves hardly need spelling out.

google shopping

Conversions at campaign level

Another practical change is the option of setting optimisation towards selected conversions — goals — at the level of a chosen campaign. This new functionality allows the Google Ads algorithm to be trained solely on optimising the key actions you want to focus on in each campaign. If, for instance, you know that one product in a campaign has a long buying process, you may want to focus on conversions other than purchases, such as opening the contact page. Conversely, with a shorter buying process you will want to optimise campaigns purely towards sales.

konverzie na úrovni kampane

A new "bumper machine" on YT

YouTube is testing a tool for automatically creating 6-second bumper videos, which would let advertisers produce shorter versions of their video ads. YouTube says the Bumper Machine produces roughly 4 variants of a video for the user to choose from.

Native ad campaigns in Google Ads

Google has also introduced new Discovery native ad campaigns. Discovery campaigns run within the YouTube feed and the social and promotions tabs of Gmail. The company points to the figure that 800 million people a month use Discovery ads. The new native campaigns would tailor feed content to users' interests.

discovery

New optimisation for performance Facebook campaigns

The end of May brought, in Facebook Ads Manager under the conversions objective, the option of optimising ad performance towards "value" as well. With this optimisation Facebook will try to deliver the ad to people with the aim of maximising the total value of orders and thereby generating the greatest possible return on the investment. We recommend testing this new optimisation on your best-performing products, those with at least 30 purchases over the past 30 days.

value optimalization

Author

Ivana Nosalova

PPC Specialist

I got into online marketing through an internship at Invelity, where the field really started to interest and excite me. So I was glad that after the internship I could stay on, keep learning and work on more projects. What I enjoy most is creating and setting up campaigns and ads on Facebook and Google, where I like to experiment with different targeting options, work with various audiences and then optimise the campaigns to achieve the best possible results.