Hello Click-Through-Readers! Unless you live under a rock (no judgement) you've already heard about Apple releasing the iOS 14.5 update that changes tracking forever. There have been several articles in Click Through Reads about this update as we prepared for the major product update. This is the week where it finally released and our top story covers the details — including some of Facebook’s additional prompts for users.
Our other top story is a full breakdown of new Microsoft paid advertising opportunities, specifically those as a result of the pandemic. There are some very cool ones such as Tours and Activities Ads which are not available on Google.
In other top news we cover the new LinkedIn data analytics platform, called LinkedIn Sales Insights, as well as the Roku standoff with Google, updates to Google’s Target CPA bidding strategies, new TikTok ad formats, and more.
Let’s get into the news!
On Monday, Apple released iOS 14.5 which includes the new App Tracking Transparency updates. Apps are required to ask users for tracking permission outside of the app via a prompt. This will allow users to easily decline which will affect things like retargeting and conversion tracking.
As this will have a large impact on Facebook advertising, Facebook is rolling out an additional prompt to provide additional context to try to help users understand what they’re opting-in or out of. If you’re a Facebook advertiser, make sure to follow the instructions in your account to make sure everything is in place so you don’t end up with ads getting paused.
In response to consumer behavior changes as a result of the pandemic, Microsoft Advertising has created new opportunities for advertisers to create rich experiences across the decision journey to help brands stand out.
People that are exposed to Search and Native ads on the Microsoft Audience Network are 2.6 times more likely to visit a brand’s site and 3.5 times more likely to convert. Microsoft Ads is improving their Audience Network by expanding it to include features focused on engaging consumers while ensuring your ads show up in brand - safe environments.
Read more at the Microsoft Advertising Blog.
Last week, LinkedIn launched a new, data analytics platform: LinkedIn Sales Insights. The new platform will offer clear visibility into account performance using raw data at scale and real-time insights from more than 700 million members on the social network. LSI will allow sellers to be able to identify potential opportunities, source new accounts, hone in on target audiences with customer segmentation, generate reports with specific delineations, and strategize with people-sourced, real-time data. As virtual selling continues to become increasingly important, this new platform will help strength the buyer-seller relationship and gives sellers the ability to unlock more opportunity and plan more confidently.
Snapchat CEO Jeremi Gorman claimed the company “will continue to invest in goal-based bidding and pixel-based conversions” after the number of active advertisers on the platform doubled last year. Snapchat plans to continue to improve user experience and prove return on investment to attract even more advertisers to their platform, as well as ongoing investments in augmented reality.
As Roku and Google negotiate a contract renewal for Youtube TV, Roku accused Google of favoring its own products and trying to force Roku into accepting anti-competitive and discriminatory terms. As a result, if no agreement is reached, the Youtube TV app could disappear from Roku devices. Roku’s allegations come amid a series of antirust investigations into Google. While smaller than Google, Roku currently controls nearly 45 percent of set-top box viewing time.
Google is rolling tROAS and tCPA into existing bidding strategies. Advertisers will now only be able to enable tCPA with a Maximize Conversions strategy, and tROAS for a Maximum Conversion Value strategy.
Nothing will change in terms of bidding functionality. If selecting smart bidding strategies, it’s recommended to remove as many constraints as possible to give the bid automation a single, clear goal to optimize toward.
Google Assistant can make your day-to-day easier with five new features that Google introduced on April 14.
Opt in to receive notifications and alerts for your iPhone from the Google Home app. When you can’t find your phone, you’ll get a notification and hear a custom ringing sound--even if your phone is on Do Not Disturb or silent mode.
Available globally, set routines based on your location. You can schedule routines or start it any time with a set command. If you say, “Hey Google, good morning,” Assistant can take your phone off silent mode, provide details about the day such as calendar and commute, and adjust your thermostats, lights and more.
Need routine ideas or help changing your current routine? Google has included a dedicated section in Ready-Made Routines to highlight popular “suggested actions'' to inspire you.
Over the past year more restaurants have been adding the “order” button to their Google Business profiles for quick food delivery and pickup. Order food with just a few steps using Assistant. After you finish completing your online order, Assistant will navigate the site and automatically fill out your contact and payment details saved in Google Pay and synced to Chrome Autofill.
Get the latest update and inside scoop from your Google Assistant: All you have to do is ask. Try asking, “Hey Google, who’s nominated for Animated Feature Film at the Oscars?” to hear the list of nominees. Want to hear some red carpet predictions? Ask something such as, “Hey Google, who do you think is best dressed at the Oscars?”
TikTok announced a few new eCommerce focused ad formats to further compete with the options available from other social platforms.
Collection Ads - This format will include branded videos with cards that can feature specific products that drive to a landing page. You can set the products featured in cards through a pre-set product catalog.
Dynamic Product Ads - This format will automatically retarget users with relevant products based on what they’ve viewed or interacted with on a brands website or app.
Promo Tiles - Customizable cards that highlight sales or promos that can be added to infeed ads.
Showcase Tiles - Cards that promote several products in one ad video. Each contains a product thumbnail and link to a specific landing page.
On Friday, April 16, 2021 - Google Ads announced the launch of Dynamic Exclusion Lists. The existing controls for targeting & excluding audiences include blocking websites, specific topics, or various content from showing up with the Google ads. The new feature will help make the process more simplified, advertisers can use dynamic exclusion lists so they can be updated more regularly. Google states that these lists can be updated by the advertisers or a third party they trust. Once they upload the list, they can set automatic updates as new web pages are added.
In response to user feedback that it is too time-consuming to apply recommendations manually, Google is making it possible to auto-apply their recommendations.
You can choose from 17 recommendations to automatically apply. You can change these selections or opt out of them at any time. You can monitor the changes that were automatically made under the History tab.
If you opt in, Google will not increase your budget. To opt in, click “Auto Apply” on the top right hand corner of the recommendations page.