YouTube Announces Improved Audience Targeting and New Ad Measurement Solution

YouTube Announces Improved Audience Targeting and New Ad Measurement Solution

YouTube made several announcements Friday, all of which are intended to support advertisers and YouTube’s advertising capabilities in a mobile-first, multi-device world. 

Improvements to Audience Targeting

The most immediate update to impact advertisers is that Google is now allowing information from users’ activity that’s associated with their Google account (e.g. previous search behaviour, demographic information, etc.) to influence the ads users see on YouTube. So, per the example given by YouTube, retailers could now reach potential customers that have been searching for winter clothing on Google, and engage with them through their winter clothing brand campaigns on YouTube. 

Google Tests a New Look for Local Inventory Ads

Google Tests a New Look for Local Inventory Ads

As reported by Search Engine Land, and originally spotted by Mike Blumenthal, Google appears to be running a limited test for local inventory ads (LIA) in the US.

This is another strong signal of Google’s desire to go “local” in 2017, as earlier this year a Google spokesperson also told the media that AdWords is actively exploring conversion tracking on location-specific phone numbers.

3 Ways to Create and Manage a Brilliant Twitter Campaign

3 Ways to Create and Manage a Brilliant Twitter Campaign

Twitter is one of the most efficient media channels that can be used to capture people in the right moment of receptivity, and get in front of those who are interested in your products or services.

Twitter’s robust targeting capabilities, when combined with a proper account structure, can help you meet or exceed your overall KPIs.

In this article, we’ll discuss three tips to help you get organized with your Twitter ads account, and maximize overall performance. 

Airbnb partners with Twitter for the launch of #Periscope360

Airbnb partners with Twitter for the launch of #Periscope360

Airbnb has officially partnered with Twitter and Periscope to bring to live a new way to reach consumers: 360° Live Video.

Airbnb’s #Periscope360 is designed to inspire vacation-minded consumers towards traveling to Hawaii and Detroit. The company is also working with home rentals members in its first try at 360-degree video.

The San Francisco company successfully tweeted the first of several 360° live videos from London this past January 6th. The 37-minute video showed the spectators how to prepare a Cameroonian feast, and it has received over 1.1M videos to date, with over 1.9K likes and a total of 773 retweets. Here’s what the live feed looked like:

Twitter's New Website Conversions Objective

Twitter's New Website Conversions Objective

Two years have passed since Twitter officially introduced the Twitter Audience Platform (TAP), a network that helps advertisers extend their campaigns across thousands of popular apps, reaching both Twitter and non-Twitter users.

TAP has been extremely popular among advertisers with strong branding objectives. However, during the second half of 2016, Twitter made significant enhancements to the platform, including the addition of website inventory, which can be leveraged through the new Website Conversions objective, and TellApart’s bidding and predictive technology, making it a more appealing landscape for pure performance advertisers.

Google Has Officially Rolled Out the Mobile Intrusive Interstitials Penalty

Google Has Officially Rolled Out the Mobile Intrusive Interstitials Penalty

Google has officially confirmed the intrusive interstitial penalty went live on January 10th. But, the full effect of this update hasn’t been recorded by webmasters just yet. 


As mentioned by Google, this penalty will only impact intrusive interstitials that happen after going from the Google search results to a specific landing page. However, it will not impact or penalize any other pages after that. 


As reported on Google Webmaster Central Blog, here are some examples of techniques that make content less accessible to a user:

 

Google is Launching Automated Call Extensions in Mobile Ads

Google is Launching Automated Call Extensions in Mobile Ads

It hasn’t been two weeks since the start of the new year, and Google has officially announced the second major update to AdWords: call extensions will automatically pull phone numbers featured on landing pages. 

Advertisers started to receive the official notice from Google on Monday evening. You can check out a copy of the full email below:

AdWords Introduces Shared Negative Keywords Across Accounts

AdWords Introduces Shared Negative Keywords Across Accounts

Google has recently added another feature for Manager Accounts (Formerly known as My Client Center, or MCC). Now you can create and share negative keyword lists across accounts.

Advertisers will no longer have to add the same lists of negative keyword accounts manually or make use of a script to automate this laborious task.