Media Monday
The Trade Desk’s New Feature - Audience Booster?
By Rhiannon Slack , Digital Media Buyer
The Trade Desk is rolling out a new audience feature to help with automatic optimizations and stronger performing campaigns. The new feature is called Audience Booster, and is only for CPA or ROAS campaigns. Using advanced lookalikes modeling based on the conversion pixels, KOA (TTD’s automatic optimization tool) creates high-performing segments specifically for the goals of your campaign.When Audience Booster is turned on at the ad group level, KOA adds these new relevant, high-performing segments to your audiences, so ads are served to the users who are most likely to convert. These segments will refresh every 7 days, and if KOA determines that the segments are not helping with performance they will be automatically removed.?
Why Turn On Audience Booster?
Audience Booster will enhance the performance of your campaign without requiring any effort. Because it only adds high-performing segments, and with its self-monitoring system, we can be at peace knowing the feature is giving our campaigns a “boost” (see what I did there?)?
When Should You Turn Off Audience Booster?
TTD encourages that Audience Booster be turned on for most cases, however there are a few instances where it is best to be left off:
Have questions about the new Audience Booster? Check out this article or these FAQ’s for more information.
Why Clients Should Not Google Their Own Keywords
By Kerry Anderson , Paid Search Manager
领英推荐
The Search Team recommends discouraging clients from Googling their own keywords to see if ads are live. Either the client isn’t served the ad and gets concerned that the campaign isn't live, or they do get served the ad and that can negatively impact the campaign. If clients repeatedly search their own keyword and don't click the ad, Google will assume it is not relevant to them and stop serving it up to them. If they search too often, it can even impact the CTR of the campaign. Every search is an auction with a variety of variables at play, so the search results one minute will be different just minutes later. So, reporting directly from the engine is the best practice. We can even block the client’s IP addresses, so their activity doesn’t count against our campaign performance.
If you’d like to know more about how the Google Ads auction works, this is a great explanation.
Google Ads API is Removing Ad Group and Keyword Forecasts?
By Carmen Wong , Digital Media Planner
Google will be deprecating the “Keyword Plan Ad Group Forecast” and “Keyword Plan Keyword Forecast” functionalities. This change is slated to take effect on June 1, 2023.
Changes to the Generate Forecast Metrics Request. Beginning June 1, the “Generate Forecast Metrics Request” will continue to be the method for obtaining forecast data. However, the “Keyword Plan Ad Group Forecast and Keyword Plan Keyword Forecast” components will no longer be populated and will instead return empty results. The “Keyword Plan Campaign Forecast,” on the other hand, will remain functional and be returned as usual.
Updating Your Applications. If your applications rely on the “Keyword Plan Ad Group Forecast” or “Keyword Plan Keyword Forecast” features, it is critical that you update them to accommodate the upcoming changes. Make sure your applications are prepared to handle empty responses from these components.
Recommendation and Resources. Google encourages you to start updating your applications as soon as possible to ensure a seamless transition. For guidance on how to effectively use the “Keyword Plan Campaign Forecast,” you should refer to the Google Ads API documentation.
Why do we care? If advertisers or publishers rely on these features in their applications, they need to update their systems to ensure continued functionality. Failing to do so may lead to disruptions or inaccuracies in their forecasting and ad performance management.