Google Launches Fast Flex for Bus Advertising
Global has announced ‘Fast Flex’, a new product which allows advertisers to execute national bus advertising campaigns within 72 hours of booking. The new product gives advertisers the ability to create immediate highstreet and community presence at speed and scale across every city in the UK. The flexibility of Fast Flex also guarantees campaigns can be removed within 48 hours.
Why is this important?
This product is a breakthrough for the outdoor advertising industry as clients are now able to reach local and national audiences at speed, scale and with flexibility. This provides advertisers with complete comfort and protection for messages that need to be distributed quickly or removed due to further lockdowns, for example.
Facebook Launches Research Project In Lead Up To 2020 US Election
Facebook has announced a new research partnership examining the impact of social media engagement on key political attitudes and behaviours. In the lead up to the 2020 US Presidential election, Facebook is analysing both individual level data for those who opt-in, and aggregated user data across Facebook and Instagram to help understand patterns in engagement on the platform. The aim of the project is to continue reducing the volume of fake news being shared and also help combat unjust interference in the election.
Why is this important?
This new research shows a continuation of Facebook’s commitment to ethical data collection, adhering to current data protection standards, as well as having been approved by an Institutional Review Board. Secondly, with the permission of participants, Facebook is able to learn about broad sharing trends and shifts, establishing which groups, for example, are more likely to share misinformation among other things. This could provide valuable insight into how the social network either amplifies or diminishes such trends, which can then lead to more informed policy approaches and discussion around how they can be managed in future.
Google Ads To Limit Search Terms Reporting Which Could Harm Campaign Efficiency
Google Ads account users may have seen a “Changes to the search terms report” alert appear recently in their account and wondered what this means and how it affects keyword management.
Google’s official line is “We are updating the search terms report to only include terms that were searched by a significant number of users. As a result, you may see fewer terms in your report going forward”. Essentially this means that the search terms report for the accounts, campaigns and ad groups won’t show every single search term that a user searches which resulted in the ad being shown or clicked.
What will now be shown instead are only “terms that a significant number of users searched for” according to Google. It is difficult to know until this change is implemented what Google deems as “a significant number” but it’s likely that terms with one impression or one click only will be removed
Why is this important?
This will be important to advertisers and PPC’ers alike because it could be financially detrimental to both parties if this update culls hundreds or thousands of low volume searches that have led to a paid ad click.
This is because of the negative query management keyword strategy which is the process of excluding or ‘negativing’ out queries from the search terms report which have been triggered as variants on keywords in the keyword list.
The update means advertisers won’t be able to maximise efficiency of campaigns because they can’t see some of the smaller click/impression volume search queries. This might not be a problem with one or two low volume queries but when adding up the cost on all of the low-volume irrelevant queries it can sometimes by £100s or £1,000s in wasted clicks.