Growth Agency

Starting off this fresh week with the reminder from 'Atomic Habits' to commit and be the best you can be!

We wish you a lovely week ahead 😁

Google Launches Merchant API Beta with New Features 🚀

Google has unveiled the Merchant API Beta, a revamped version of the Content API for Shopping, packed with new features and an enhanced architecture.

Key Features 🌟

Modular Design: Isolated sub-API updates for seamless integration.

New Sub-APIs: Including Data Sources, Notifications, Products, Inventory, and more.

Improved Alignment: Matches Google's API improvement proposals for better efficiency.

Importance 💡

This update aims to significantly boost how advertisers manage and showcase their products on Google's shopping platforms. With ecommerce being a major revenue driver on Google, these enhancements could lead to better performance and ease of use for advertisers.

What's New 🆕

Push Notifications: For real-time updates on account and product data changes.

Unified Resources: Combines Product & ProductStatuses for streamlined management.

Enhanced Inventory Management: Improved capabilities for handling stock.

New Reporting Features: Includes non-product performance data for comprehensive insights.

Current Limitations ⚠️

The Merchant API Beta doesn't yet have full feature parity with the Content API. However, Google plans to address this in upcoming updates.

Next Steps 📋

Google is inviting developers to test the beta version and provide feedback for future improvements.

Access the Merchant API Developer Website.
Review the Quickstart Guide and Compatibility Guides.
Explore New Client Libraries and Samples.

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Google Unveils New Display & Video 360 Features

Key Updates

📊 Report Files Download List:

A new page in instant reporting for Display & Video 360 and Campaign Manager 360.
Enables customers to view status and access downloaded reports.

🔒 User ID Redaction:

Affects Data Transfer files for users in Florida, Texas, Oregon, and Montana.
Driven by new privacy legislation, similar to California’s CCPA in 2020.

📈 First Position Targeting for YouTube Instant Reserve:

Available for in-stream and shorts campaigns.
Aims to boost brand awareness and engagement.

📊 Expanded Third-Party Measurement:

Audience Project now supports on-by-default enablement for third-party reach measurement.

Importance

Advertisers will likely be excited to try out first-position targeting on YouTube for better visibility and increased traffic. However, they should be cautious about how data analysis might be impacted by ID redactions due to new privacy laws. Changes made for privacy reasons haven't always been well-received.

Timeline

These features are expected to roll out over the next few weeks.

The Big Picture

These updates highlight Google’s ongoing efforts to improve its advertising platforms, address privacy concerns, and expand measurement capabilities.

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Google says Merchant Centre will now include data from Search web results and other sources. This expanded conversion tracking should give you more comprehensive performance insights. Here's what we know: https://ow.ly/CwWo50StZs7

Do you know your keyword types?

In Google Ads, there are several types of keywords that advertisers can use to target their ads more effectively. Each keyword type allows for different levels of control over how closely the keyword needs to match a user's search query for the ad to be triggered. Here are the different keyword types:

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Google Expands Product Studio to New Markets and Adds Exciting Features 🌍✨

Google is expanding its AI-powered Product Studio to merchants in the UK, India, and Japan, bringing new features to enhance product image creation.

This expansion aims to help more e-commerce businesses access free tools for creating high-quality product images, leveling the playing field for smaller merchants in a visually-driven online marketplace.

Importance 💼

Advertisers and merchants should be excited about these updates as they allow for more customization and relevance in product images. By adding their own assets, businesses can create images that are not only high quality but also aligned with their brand identity.

What’s New 🎉

File Upload: Merchants can now directly upload new product images to Product Studio, making the process more streamlined.

Seasonal Themes: New templates for wedding and vacation scenes have been added, offering more options for seasonal and themed promotions.

Geographic Expansion: The tool is now available in three new countries: the UK, India, and Japan.

What’s Next 🚀

Google has hinted at upcoming features, including:

Conversion of Static Images to Videos: Transform static images into dynamic videos.
AI-Generated Visuals Matching Brand Style: Create visuals that match a brand’s style using just a single reference image.

How to Access 🛠️

Merchants can access Product Studio through Merchant Center Next or the Google & YouTube app on Shopify.

With these updates, Google is enhancing the capabilities of its Product Studio, making it easier for businesses to create compelling product images that can attract and engage customers.

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🚀 Google Ads Unveils Major Updates to Search Query Matching

Google has announced four significant updates to its Ads platform, enhancing query matching and brand controls for advertisers.

🧩 Key Updates

1. New Brand Inclusions in Broad Match

A new recommendation feature for including brands in broad match queries.

2. Brand Exclusions

Brand exclusions are now available across all match types and Dynamic Search Ads, offering greater control over brand-related traffic.

3. Improved Visibility in Search Term Reports

Misspelled search queries are now reported alongside the correctly spelled search query. On average, 9% of previously hidden search terms due to misspellings are now visible.

4. Easier Blocking of Misspelled Searches

All misspellings of a word will be included in an exclusion when that one word is added as a negative term, simplifying the exclusion process.

💡 Importance

These updates aim to:

Enhance Ad Performance: Improved AI-powered performance.

Increase Brand Control: More precise control over brand-related traffic.

Boost Visibility: Better visibility of search queries, including misspellings.

📈 Impact

Advertisers gain more powerful tools to control ad visibility and performance. Enhanced visibility of misspellings in search term reports and simplified exclusion of negative terms reduce manual efforts.

🔍 What to Watch

Observe how advertisers adapt their strategies to leverage these new features, particularly in managing brand-related traffic and handling misspellings effectively.

🎬 Google Ads Launches Cross-Media Reach Measurement for Video Campaigns

🚀 New Tool Overview

Google Ads has introduced a new feature – Cross-Media Reach Measurement – designed to help advertisers measure deduplicated, on-target reach and frequency across video campaigns on YouTube and TV.

📈 Impact

This innovative tool enables advertisers to understand the efficiency of their YouTube video campaigns compared to traditional TV. It offers a comprehensive view of brand campaign performance.

Importance

By providing deduplicated reach and frequency data, this tool empowers advertisers to make more data-driven decisions. This can lead to more effective branding campaigns and better allocation of advertising budgets across different media channels over the long term.

🛠️ How It Works

Aggregates and Deduplicates Data: Combines reach and frequency data across multiple campaigns.

On-Target Reach: Shows total on-target reach for specific demographics.

Unique Reach Measurement: Measures unique reach across different devices, formats, sites, apps, and networks.

🔑 Key Features

Digital Video Only Report: Available globally, it measures reach and frequency for Google Ads video campaigns.

Digital Video + Traditional TV Report: Available in select countries, it combines Google Ads metrics with third-party TV
data.

📋 How to Use It

Access: Through the Measurement menu in Google Ads.

Select: Country and video campaigns (preferably with Target CPM bidding).

Generate Reports: For various age and gender groups over periods up to 92 days.

🌍 The Big Picture

This tool aims to help advertisers optimize their advertising investments by providing insights into campaign planning and performance across both digital and traditional media.

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Google Integrates Local Services Ads into Maps App 📍

Key Update: Google is now featuring Local Services Ads (LSA) on the iOS version of Google Maps, with no option for advertisers to run LSA without Maps placement.

Importance🚀

This integration targets a highly-intent user base actively searching for nearby services, potentially boosting lead generation for advertisers.

Functionality ⚙️

Google will automatically create and display ads on Maps using the current data from businesses’ Local Services Ads.

The Catch 🪤

Advertisers cannot opt out of the Maps placement without also pausing their Search ads, limiting campaign management flexibility.

Details 🔍

- Platform: Limited to the iOS version of Google Maps mobile app.

- Data Usage: Utilises existing ad data and user reviews to create ads.

- No Extra Data Needed: Advertisers don’t need to provide additional information.

- Pricing: Billing and pricing remain consistent with Search ads.

- Charges: Advertisers are only charged for qualified leads.

- Bids: Existing bids will be used for Maps ads.

Benefit💡

This update could enhance visibility for local businesses, reaching potential customers at the moment of need. However, the bundling of Maps and Search ad placements restricts budget allocation strategies.

This move leverages Google’s strong position in local search and navigation to create new ad inventory.

Summary ⚠️

For local businesses, this integration could mean increased visibility and more leads. However, the forced bundling of Maps and Search ads reduces campaign management flexibility.

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Google’s Display & Video 360 API Gets Two New Updates 🚀

Google has added new capabilities to its Display & Video 360 (DV360) API, enhancing functionality and customisation for advertisers. Here’s a breakdown of the latest updates:

Advertisers can now:

✅Retrieve keyword targeting lists.
✅Manage keyword targeting at the advertiser level through the API.

This allows for more centralised and efficient keyword optimisation across campaigns.

🎯 Optimisation Objective for Insertion Orders

A new “optimisationObjective” field has been introduced in the InsertionOrder resource. This feature:

✅ Enables select advertisers to set optimisation goals.
✅ Makes programmatic advertising more customisable and scalable.

📋 Details to Note

The optimisation objective field is writable only for allowlisted advertisers.
Advertisers must update to the latest version of the API client library to use these new features.

🛠️ Support

Google has also launched a new technical support contact form specifically for the DV360 API to assist with any issues.

Importance 🌟

Efficiency: Centralised keyword management improves optimisation across campaigns.

Customisation: New optimisation objectives enhance programmatic advertising.

Bottom Line 📈

Google continues to enhance its APIs, offering more features and customisation for automated campaign management, making programmatic advertising more effective and efficient.

Google Ads Phasing Out Card Payments

🚨 Important Update:
Google is requiring certain high-spending advertisers to switch from credit or debit card payments to bank-based payment options by July 31, 2024, or risk account suspension.

🔍 The Big Picture:
This change is part of Google’s strategy to encourage high-spend advertisers to use more automated payment methods, which are better suited for scaling ad investments.

📋 Details:
Impacted advertisers will need to transition to one of the following bank-based payment methods:

Monthly Invoicing: Google’s preferred method, offering 30-day payment windows.

Direct Debit for Automatic Payments: Available where applicable.

Credit and debit cards will no longer be accepted for these accounts, as Google believes bank-based payments provide greater “flexibility” and “control” for high-growth spenders.

While Google aims to create a more seamless, automated system, this change may lead to account suspensions and cashflow issues for some advertisers. The shift eliminates a popular payment option, reducing cashflow flexibility for some businesses.

Google is notifying high-growth accounts throughout 2024, although the exact spending thresholds and criteria remain unclear. Manager accounts must also update their billing methods centrally.

Google communicated to impacted advertisers:
“The Monthly Invoicing billing method is best suited for your account(s) given the flexibility it provides high-growth customers.”

Impacted advertisers must update their billing methods by July 31 to avoid potential account suspensions.

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Why It’s Important:

Engagement: Tailored content keeps your audience engaged at each stage of their journey.

Education: Educating potential customers builds trust and credibility.

Conversion: Strategic pitches at the bottom of the funnel drive conversions and sales.

Implementing this approach ensures a cohesive and effective marketing strategy that guides potential customers smoothly from awareness to purchase. 📈✨

Google Ad Manager Updates: More Creative Controls for Publishers 🎨

Overview

Google is rolling out updates to Ad Manager, offering publishers enhanced control over direct sales ads on their reserved ad inventory. These changes come in response to partner feedback and aim to improve the ad experience.

Announcement Details 📣

A Google spokesperson told Search Engine Land:

"We’re rolling out updates to give publishers more control over direct sales served by Google Ad Manager. These changes will enable publishers to determine where and when ad badging appears on reserved inventory and will help ensure their ad creatives appear as intended."

Importance

These updates are significant for advertisers and publishers as they ensure ad creatives are displayed properly and comply with regional regulations. The enhanced controls help publishers manage their ad inventory more effectively.

Key Updates ✨

Creative-Level Ad Badging Controls

Publishers can now disable ad badging disclosures on a per-creative basis for publisher-managed ads, offering more granular control.

Badging Scope Options 🌍

At the network level, publishers can choose to have ad badging appear either worldwide or only within the European Economic Area (EEA), catering to regional preferences and regulations.

Mute This Ad Sunset 🚫

Google is phasing out the “Mute This Ad” feature for reservation ads to simplify the ad management process.
Rationale Behind the Changes 🤔

The updates aim to:

Reduce complexity for publishers.
Improve the ad experience.
Provide more transparency controls over direct ad sales.
Ensure ads render as intended on reserved inventory placements.

Despite the additional flexibility, publishers must still comply with all relevant ad regulations, including providing means to report illegal ad content in the EEA.

Timeline ⏰

The updates are set to roll out to Ad Manager partners later this year as Google continues to refine its ads transparency tools based on publisher feedback.

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