Enhanced Transparency in Google and Microsoft Updates
Google and Microsoft have recently announced updates aimed at improving transparency and streamlining bidding features for advertisers. These updates are designed to provide more clarity and efficiency in digital marketing campaigns.
Google’s AI Max Transparency
One of the key updates from Google is the enhancement of AI Max for Search, which was unveiled at the company’s Marketing Live event. AI Max for Search utilizes artificial intelligence to display ads for a wider range of queries and tailor them to individual users, with the goal of expanding reach to potential customers.
Initial feedback on AI Max for Search has been positive, with users noting that the additional traffic generated by the AI does not cannibalize existing keywords but instead brings in complementary and qualified traffic. Two new segments have been introduced to provide advertisers with more clarity on AI Max performance, allowing them to segment the Keyword report by search term match type and view AI Max search terms along with associated landing pages.
By analyzing this data, advertisers can make informed decisions on which landing pages to test or exclude from their campaigns, enhancing overall campaign performance and efficiency. This level of transparency was not initially available in Performance Max campaigns, making AI Max a valuable addition for advertisers.
Combined Campaign Metrics from Google
In addition to AI Max transparency, Google has introduced Brand Reports to provide advertisers with combined reach and frequency metrics across campaigns. This feature allows advertisers to view metrics for individual campaigns as well as in aggregate, giving a holistic view of campaign performance.
Brand Reports include filters by age range, gender, and a “co-viewed” metric to show the number of unique consumers who viewed ads across multiple campaigns. While this feature enhances visibility into campaign reach and frequency, it does not provide conversion metrics to show how non-search campaigns contribute to overall conversions.
Microsoft’s Bidding Strategy Update
Microsoft is simplifying its bidding strategy by moving away from tCPA and tROAS bid strategies, which are being phased out due to redundancy. Google had previously removed these bidding options a few years ago due to their overlap in optimizing for conversions.
Microsoft will now offer only the “maximize conversions” and “maximize conversion values” bid strategies, aligning with Google’s approach to bidding optimization. This update aims to streamline bidding options for advertisers and eliminate unnecessary complexities in campaign management.
Advertisers using Microsoft Ads will not need to take any action, as existing tCPA and tROAS campaigns will be automatically transitioned to the new bidding strategies. This change is set to take effect on August 4 and is expected to bring greater clarity and efficiency to Microsoft advertising campaigns.