Post by account_disabled on Dec 20, 2023 1:33:19 GMT -6
We have for you a selection of important news or changes from the kitchen of Google and Seznam for the year just ending. Smart Display Campaigns, attribution modeling options, autobidding, ETA, targeting Stream.cz viewers... Come take stock with us. image AdWords SDC - Smart Display Campaigns - shift to greater automation and machine learning. Campaigns that are fully automated in nature. Targeting, bidding and the creation of ads are done automatically based on many influencing factors. The system works with headlines, descriptions, logos and images from which it creates responsive text, display and native ads.
The bid is determined, B2B Email List based on the target CPA, for each auction separately, according to the probability of achieving a conversion. image SDC Universal campaigns promoting applications - another of the steps that use machine learning. Universal campaigns (UAC) set individual ads based on machine learning – analyzing over millions of potential combinations of different signals in real time. Among other things, information on where the user comes into contact with ads and which creatives or keywords have the best results. When creating UAC, you choose the campaign goal: Drive app installs, Deliver in-app actions, Build in-app action value and the corresponding bidding option - tCPI, tCPA, tROAS. Improved quality score reports - within AdWords, we've added the ability to add new columns. Primarily, there are 3 components of Quality Score – expected click-through rate, ad relevance and landing page impression .
You can add all these values in the form of new columns at the keyword level and again evaluate better. Another option is to also add columns with historical keyword quality data. Namely Quality Score (hist.), Landing Page Impression (hist.), Ad Relevance (hist.), and Oček, CTR (hist.). Be careful here – historical data is not available before 22.1.2016. Attribution – my favorite topic has been covered a lot this year. It may be even more talked about next year when Google Attribution becomes available . You can read more about this in our article . In essence, this is a transition from the long-lived attribution model, which gave all the credit to the last step before conversion (Last Click), to other and somewhat fairer models such as Position-based, Time Decay and, in the case of sufficient data, ideally to Data-driven .
The bid is determined, B2B Email List based on the target CPA, for each auction separately, according to the probability of achieving a conversion. image SDC Universal campaigns promoting applications - another of the steps that use machine learning. Universal campaigns (UAC) set individual ads based on machine learning – analyzing over millions of potential combinations of different signals in real time. Among other things, information on where the user comes into contact with ads and which creatives or keywords have the best results. When creating UAC, you choose the campaign goal: Drive app installs, Deliver in-app actions, Build in-app action value and the corresponding bidding option - tCPI, tCPA, tROAS. Improved quality score reports - within AdWords, we've added the ability to add new columns. Primarily, there are 3 components of Quality Score – expected click-through rate, ad relevance and landing page impression .
You can add all these values in the form of new columns at the keyword level and again evaluate better. Another option is to also add columns with historical keyword quality data. Namely Quality Score (hist.), Landing Page Impression (hist.), Ad Relevance (hist.), and Oček, CTR (hist.). Be careful here – historical data is not available before 22.1.2016. Attribution – my favorite topic has been covered a lot this year. It may be even more talked about next year when Google Attribution becomes available . You can read more about this in our article . In essence, this is a transition from the long-lived attribution model, which gave all the credit to the last step before conversion (Last Click), to other and somewhat fairer models such as Position-based, Time Decay and, in the case of sufficient data, ideally to Data-driven .