Google Demand Gen: More Buttons, More Spying? Someone at Google clearly woke up one morning and thought, “You know what these advertisers need before the holidays? More buttons.”
So now, Demand Gen comes with new brand suitability controls, asset-level testing, AI video sprucing, and auto-made images that magically appear in every size you forgot to design. Great news if you love performance. Terrible news if you were hoping for a quiet December—but surely that doesn’t apply to anyone who’s invested in paid ads?
New Metrics on the Block Google has also decided that we’re not being spied on quite enough, so they’ve added two new metrics for ads:
- Map Pin Clicks: Tracks when users click your business’s pin on Google Maps.
- Show Nearby Locations: Captures interactions where users view other nearby store options.
The “Portfolio Bidding” Catch Google (them again, but let’s face it, they’re the big boys) have introduced the option to add maximum and minimum Cost Per Click values.
The Catch: It’s only currently available when creating a new portfolio bidding strategy, and it requires setting a Target ROAS first. But once you’ve met those conditions, the magical new advanced settings will appear—along with the standard reminder that it will work best if you increase your budget and give them all of your money.
Microsoft Ads for Social Impact: Time is Ticking For our charity clients: Microsoft’s Ads for Social Impact grant programme will end in December. If you’re a non-profit, you’ll need to pause campaigns or cough up! We wonder whether that’ll include The Gates Foundation…
Quick Tip: Google Ads is aggressively recommending (via popup) that you connect your Google Ads account to your Google Analytics account. For advertisers, it only makes sense to properly understand how campaigns are performing. Get it linked.
