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Sunday, December 1, 2013

Google Introduces Change To AdWords: Pay By Viewable Impression CPM Bidding

Google rolled out a major change to AdWords this week by introducing CPM bidding by viewable impressions. This change was first noticed by Kim Clinkunbroomer of Philly Marketing Labs.

Rather than charging advertisers on the traditional model of served impressions, this change to CPM bidding means that advertisers will be charged based on ad impressions that can actually be viewed in-screen by users. All campaigns running on the Google Display Network will now have this option.

Ads are deemed viewable by Google’s Active View reporting. Previously advertisers were charged based on whether or not their ad was “served,” which wouldn’t necessarily indicate it was viewed by the end user.

This is huge for advertisers, as comScore recently reported that 31 percent of online ads go unseen by users.

Google’s Active View technology will now also include metrics reporting for advertisers which will track viewable impressions, viewable click-through rate and Active View average CPM.

Surprisingly, Google has made little mention of this change themselves. The move by Google towards having advertisers pay by viewable impressions will eventually become standard industry-wide.

In June it was reported by the Interactive Advertising Bureau (IAB) that marketers should be prepared to buy digital media based on viewability by the end of this year:

    The Media Rating Council (MRC) expects to lift its Viewable Impression Advisory by the end of this year, and at that time marketers will eagerly start buying digital media on viewable metrics. Publishers and agencies, we hope you’re ready.

With that being said, are you ready for this change to CPM bidding? Do you think it should become the industry standard sooner rather than later? Let me know what you think in the comments section.

Bing Ads Introduces Refined Broad Match Keyword Targeting

In an effort to help advertisers attract more click volume from the Yahoo Bing Network, Bing Ads has rolled out Broad Match keyword targeting. The company says that with refinements and ongoing updates the “Bing Ads platform is able to deliver Broad Match conversion metrics that are 85% of the percentage of Exact Match”.

The new Broad Match is designed to eliminate the need for endless keyword variations set on Exact or Phrase Match, while still maintaining quality control. Some 30 percent of daily searches on Bing are new, so Broad Match is meant to help cast a wider net to catch new, relevant search terms that may not already be in your account.  You’ll still want to keep a close eye on the search query report and add negatives as needed.
Bing Ads says its data shows that, on average, when an advertiser does not opt into Broad Match, they lose 57 percent of their total available impressions and 43 percent of clicks. One of More Effort of Bing Ads to bring more feature as same as Google Adwords

Note that Broad Match does not impact the quality scores of your Exact or Phrase match keywords.
Here’s the current overview of match type settings in Bing Ads:



Bing Ads Keyword Match Types

Now “Undo” Google AdWords Changes From Change History Reports

Taking action after a completing a test in Google AdWords may just have become a whole lot easier. An new “undo” button was spotted last night in the Change History.

Here’s a screenshot from Heather’s account after she clicked on the “undo” button next to one of the line items. Heather notes that a new line item is created when the change is marked as undone, and the “undo” button is made available in case you want to revert back again.
Google AdWords Undo Button in Change History Reports

The feature doesn’t appear to have rolled out to everyone yet, so you’re not alone if you don’t see it yet.

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