Digital Advertising Industry Update – Aug. 31, 2017
Google has introduced an improved, simpler system for ad rotation. Now, ad rotation offers two settings: “optimize” and “rotate indefinitely.” Setting ad rotation to rotate indefinitely will give equal precedence to your ads, meaning they will be displayed consistently in order. This provides a good method for testing the efficacy of individual ads relative to one another. Think of it as A/B testing for your ads. Setting ad rotation to optimize will enable Google to prioritize ads that are expected to perform better than others within an ad group. Optimized ad rotation is geared to generate more traffic and conversions from your ads. When combined with Smart Bidding, it can effectively raise your conversion rate. Learn more about Google's new changes to ad rotation here.
Attribution within multi-channel funnels can be complicated. Google Display Network enables marketers to measure the impact of their display ads in terms of impressions and clicks in Google Analytics. This offers two lens for measuring the effectiveness of your ads. The first measures impressions, ad views that can raise brand and product awareness. The second measures clicks, traffic that your ads lead to your site. What happens when someone sees your ad and doesn't click it, but visits your site later? As a refresher, check out Google Analytics' article See the full Impact of Unclicked Display and Video Ad Impressions using Google Analytics.