Pay per Click

Google Display & Video 360 Helps Marketers Protect Their Brand

Google is introducing new ways for marketers to protect their brand while running Display & Video 360 campaigns.

New measures put in place will prevent marketers from buying unauthorized web and app ad inventory, and control where their digital ads are appearing.

Ads.txt-only is the new default for web inventory

Starting in August, Google will make ads.txt-only the default setting for all new campaigns created in Display & Video 360 and running on web inventory.

Ads.txt is a file that lets publishers openly declare who is authorized to sell their inventory programmatically.

This change will ensure marketers only buy authorized inventory because they’ll be buying inventory from the actual property owner or an authorized reseller.

Over 93% of the inventory available in Display & Video 360 is authorized by ads.txt files.

Google is also pushing for app developers to publish files in the recently introduced app-ads.txt standard.

App-ads.txt offers similar protections as ads.txt, but it’s strictly for ads running in apps.

Brand Controls dashboard

With a new Brand Controls dashboard, publishers can be certain their ads only appear in a context they define as suitable.

The dashboard offers a single view of brand suitability settings, campaigns using ads.txt-only authorized sellers, and verification services across all campaigns.

Google Display & Video 360 Helps Marketers Protect Their Brand

Users can see how their campaigns are using content labels, sensitive categories, and keyword exclusions. Changes can also be made to these settings from the same dashboard.

Lastly, Brand Controls has built-in fraud detection, so users can get a report that shows what percentage of traffic was filtered before a bid was placed.

Google Display & Video 360 Helps Marketers Protect Their Brand

With fraud detection and brand suitability safeguards, users can get full transparency on how Display & Video 360 is protecting their media buys.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Display & Video 360 Helps Marketers Protect Their Brand How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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