In 2008, Marin unveiled the industry’s first “Cloner.” Eliminating tedious manual efforts in spreadsheets, the Cloner allows advertisers to quickly copy campaigns in order to replicate campaign settings and keyword targeting across geographies and devices. With the touch of a button, campaigns, budgets, ad groups, keywords, and creative are instantly duplicated, saving search marketers countless hours each week.
Today, Google took a giant leap forward embracing tools vendors and the innovative idea behind the Marin Cloner. Until now, the AdWords API Terms and Conditions have restricted vendors from cloning campaigns from Google to competing engines such as Yahoo! or Bing. This morning, Google announced a change to their terms and conditions which allows for cloning across engines, providing advertisers with true portability for their campaign data and the ability to more easily manage ad campaigns across search engines.
Search marketers will no doubt be excited by this move, as they can now avoid the duplicate efforts required to manage identical campaigns across Google, Yahoo!, and Bing. But this change is good for more than marketers mental health! Ensuring data portability is good for the industry, because it puts marketers in control. Using tools like Marin, marketers can now more easily measure, manage, and optimize digital advertising campaigns across channels, publishers and devices from a single platform.
Look for this change to unlock a sea of innovative features which are yet to come, benefiting advertisers, publishers, tools providers, and yes, even Google as marketers see higher returns on their integrated marketing campaigns.
This morning, Google announced a new feature that will be rolling out across display ads over the next few weeks. In the upper right corner of select ads, a small [X] will now appear allowing users to click and “mute” ads from that campaign from being shown to them again. Google believes that this will be a win-win-win within the display ecosystem: users control their ad experience, advertisers don’t pay to show irrelevant ads and publishers display better performing ads.
Based on what Google is telling us, one irrelevant ad could cost online marketers from showing ads in an entire campaign ever again to that particular user. It seems extreme to prevent all ads within the campaign from showing again, rather than just the group containing the muted ad. However, the same ad could be shown again by a different ad company, or the marketer could run a separate campaign targeting specific content. Though muting isn’t a 100% guarantee that users won’t see that ad again, one thing is for certain, online marketers will need to ensure, now more than ever, that their display campaigns are focused and highly relevant. Hopefully, user engagement with this new feature and changes in ad performance will dictate future updates, if any.
Last month Google announced a significant tweak to their “rotate evenly” creative setting. Specifically, campaigns using this setting would only rotate creative evenly for 30 days after the last creative was enabled or edited. After the 30-day period, creative would automatically optimize for clicks. This change caused quite an uproar within the search marketing community. Amongst concerns over the lack of an opt-out for this change and the limitations of a 30-day window for longer creative tests, Google responded today with an update to the expected changes.
In addition to providing search marketers with an opt-out of this change, Google will expand the even rotation period from 30 days to 90 days. Both changes will go into effect on June 11, 2012.
As a note, if Google experiences a large demand to opt-out over the next few weeks, the option will become available directly in the AdWords interface.
For more information on this update, click here.
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