Click Through Reads #48: Google Modeling and YouTube Right to Monetization

It’s news time Click-Through-Readers! For many of you this edition is being read inside of an office as companies re-open fully. It’s beginning to look a lot like business as usual. There are some big changes happening in the tracking and content monetization world. We start off by digging into Google’s extended modeling capabilities for reporting in Google Analytics. Then we cover new details in YouTube’s Right to Monetization, and their sunsetting of True-View for Action campaigns (What?!) which will be replaced by Video Action campaigns. Those details including when you can no longer build True-View for Action campaigns and more are in the news - let’s get to it!  

Google Extends Modeling Capabilities for Certain Reports in Google Analytics 4 Properties

Earlier this year, Google introduced conversion modeling through consent mode to help preserve measurement capabilities for marketers: This week Google announced that they will be expanding their modeling capabilities in Google Analytics 4 properties later this year. The aim is to still make customer insights accessible even while still respecting users’ privacy preferences. 

So you can quickly and easily address advertiser needs and discover deeper insights, new workspaces in a modular left navigation will guide users to reports, analyses and data (image on the right). 

Advertisers will get automated insights that illuminate information such as performance spikes in campaigns, where the majority of customers are converting from or what channel is performing the best that week.

In addition, Google is launching a new set of customization options. Advertisers with admin access will be able to curate the Analytics interface and reports to suit the specific needs of their teams. 

This allows advertisers to:

• Make simple edits to existing reports or create entirely new, custom reports;
• They can customize the left navigation to group reports into collections;
• They can create custom overviews to highlight information and showcase them in the Reports snapshot--the new homepage for the Reports Workspace.

Google also recognizes the value of attribution reporting directly within Analytics Workspace, so they are adding a new cross-platform capability to the Workspace. 

Lastly, Google is also adding two new Attribution reports: Conversion Paths report and Model Comparison report.

Conversion Paths report:

• View the customer journey by channel and assign credit to touchpoints from when customers first arrive to site/app through conversion, based on a selected attribution model. 
• Includes a new conversion credit visualization to help understand ROI by channel.

Model Comparison report:

• Assess campaign performance using various attribution models.
• Compare how each affects the value of your marketing channels so you can determine which model best suits the needs of the business.

YouTube’s Right to Monetize Learnings

A few weeks ago YouTube announced that they would be monetizing any videos of their choosing with ads, even for channels that aren’t participating in the YouTube Partner Program. YouTube responded to feedback Search Engine Land and confirmed several things.

• There is no way for creators to opt out of these ads.

• YouTube will not run ads on live streams or embedded videos.
• We can expect YouTube’s ad inventory to increase as a result of this change.
• If demand stays stable, the expanded inventory would result in more efficient campaigns.

This is good news for advertisers! More inventory, and possibly a break in costs. This is a great time for testing and expanding on YouTube for paid marketers. 

Google Switching TrueView for Action Campaigns to Video Action 

The TrueView for action objective was originally built as an answer to users purchasing from a new brand simply because they saw a video on it. It’s a direct response video solution that allows brands to engage with potential customers on YouTube.

Over time, the customer journey has become more complex, so Google is evolving TrueView for action to more places on and off the YouTube platform with Video action campaigns.

This will allow advertisers to:

• Tell the brand story in more places - Advertisers will be able to create longer headlines and choose top performing placements such as YouTube’s home feed, watch page, watch next feed, and Google video partners within a campaign. Opting out of available inventory will not be an option.
• Reach more potential customers - Utilize Google’s custom audiences and remarketing to market to desired target audiences in these placements.
• Optimize performance with machine learning - Advertisers will be able to utilize Smart Bidding strategies and Google’s machine learning algorithms in order to achieve their desired goals.

Google has seen Video action campaigns “drive 20% more conversions per dollar compared to TrueView for action.”

This update will begin affecting TrueView for action campaigns beginning September 30, 2021. Advertisers will be able to create TrueView for action up until that date, and the campaigns will continue to run until early 2022.

Google Bring Optimization Score to Video Action Campaigns

To help maximize performance in Video action campaigns, Google expanded its optimization score to these campaigns. Similar to how optimization scores work in other campaigns, the optimization score is based on a scale from 0% to 100%, where 100% is the best score possible.  Google will provide recommendations of best practices to help optimize the campaign’s performance. Google stated that advertisers that followed best practices and recommendations for their Video Action campaigns drive over 50% more conversions per dollar and at least 40% higher conversion rates, compared to when they don’t follow best practices.

Google Announces Performance Max Campaigns in Beta

Google’s Marketing Livestream took place recently, where Google announced product updates and more, including Performance Max campaigns. Currently in beta, these campaigns are designed for businesses that’s goals include generating leads or growing online sales (without needing a merchant center. 

This campaign type is good for accounts that have maxed out their search performance. Performance Max campaigns help you find more converting customers across all of Google's channels–YouTube, Display, Search, Discover, Gmail, and Maps.

Facebook is Expanding Use of Conversion Modeling to 7-Day Click Default Attribution

Starting June 30th, Facebook is expanding their use of conversion modeling to be included in their 7-day click default attribution setting. Before, conversion modeling was only available for 1-day click attribution. This will allow them to be able to report on “estimated conversions” which they are currently unable to track when users opt out of tracking with iOS14.5+. They say “the inclusion of these modeled conversions may result in a noticeable increase in attributed 7-day click conversions.” This is another example of Facebook continuously working to find solutions and improve their machine learning models to help advertisers.

Google Image Extensions Available Globally

Last year, Google introduced Image Extensions to help create a more visually engaging search ad. Consumers respond to a visual experience now more than ever when shopping online so Google has made the extension option available globally. 

Early results have shown that on average advertisers see a 10% increase in Click Through Rate on mobile search ads. Users will be taken directly to your site when tapping on the image.

Consider using Dynamic Image Extensions to utilize machine learning that will automatically select relevant images from your landing page. You can review and remove any images you don’t want to use. These are currently available in English and will roll out to other languages in the coming months.

When your campaign is opted in to Search Partners, image extensions will be eligible to show with your ads in YouTube search results. It’s a great way to expand the reach of your Search efforts and engage more fully with qualified customers.

Pinterest Adds a Shopping List Feature to Round Up Saved Products

Pinterest is hoping to help users get closer to completing purchases with a new shopping list feature that automatically saves product pins into one shopping list, making it easier to find saved products in one place. This feature will also notify users of any price drops, shipping costs and reviews. It is rolling out this month in the US and UK and will be followed later in the year by Australia, Canada, Germany and France.

Pinterest is also expanding their existing Verified Merchant Program into the UK, Australia, Canada, France and Germany this month.

Twitter Tests Full-Screen Ads for Fleets

Twitter announced this month the limited release of another product for Fleet: full-screen, vertical ad formats. Similarly to Instagram stories and Snapchat, Fleets are temporary posts that disappear after 24 hours. While Fleets isn’t new, released in November of last year, the addition of ads is. The Fleet ads are the first full-screen ad format available on the entire platform, supporting 9:16 aspect ratio creatives up to 30 seconds long with the option to add a swipe-up call-to-action. Fleet advertisers will be able to see metrics for video views, six-second video views, starts, completes, and quartile reporting in addition to the standard Twitter Ads metrics (impressions, profile visits, clicks, website visits, etc). Twitter plans to continue to expand on Fleet ads with more features like stickers and backgrounds, and eventually a wider rollout.

Facebook Rights Manager Now Offers Insights for Images

Facebook Rights Manager was launched to help creators and Publishers protect and manage their content on Facebook and Instagram. Since its original launch in September, Facebook has enhanced Rights Manager and it offers even more value to rights holders. Some of those enhancements include protection insights, performance insights, and audience insights. All in which are very valuable to creators and publishers. These new enhancements truly help rights holders understand the breakdown of how their images are performing. These enhancements are just the start, Facebook looks to continue to enhance Rights Manger to help rights holders better manage their content across its platforms.