Gordon Carslaw, Robert Ferguson, Megan Reid
In today's Friday Briefing, Gordon chats Google's expansion of its Quality Score metric, Robert discusses the benefits of Twitter's privacy changes for marketers, and Megan gives the lowdown on the latest Instagram update.
Google Adwords UI roll out of historical Quality Score Data now available
Last month we brought you the news that Google was in the process of rolling out an update to their User Interface with additional Quality Score Data. Well this week we saw it live for the first time and we’re rather excited about it.
Google now offers seven new Quality Score reporting columns that provide much more granular detail about Quality Score performance. These not only included historical data, but they also deliver information to help improve landing page experience, ad relevance and expected CTR. This data was made available in the Adwords API in March 2016 but, instead of having to hover over a bubble icon next to each keyword, it now breaks it into columns.
These factors are essential if you’re looking to improve your average position without having to raise your bids. Last year Google gave out a lot more information on these factors and now marketers are able to fully understand the formula: 1 + Landing Page Experience + Ad Relevancy weight + CTR weight. For example:
- Landing Page Experience Average – 1.75 points
- Ad Relevance above Average – 2 points
- Click Through Rate Average – 1.5 points
Then my Quality Score is: 1 + LPE (1.75) + AR (2) + CTR (1.5) = 6.25 but as Google doesn’t show fractions then would be rounded to 6 which would show in your account. This new update to the UI makes all of this much easier to identify areas where marketers need to focus on to improve Quality Scores.
This is where the historic data will be of value to show us that any changes we have made have had an effect on the quality score. When looking at the historic data, if you segment by day, you will be able to see how the Quality Score changed over a period of time.
Note: The ‘Qual Score’ column will always show the current Quality Score no matter what time period you’re looking at. In addition, if there’s not enough impression and click data to report, the quality score will not be reported.
Finally, here’s a couple of other Google news stories that caught my eye this week:
- Google rolling out new keyword bidding suggestions in AdWords
- Google rolling out changes to Adwords Ad Rank Thresholds
Until next week folks, as always, have a great weekend.
Senior Digital Marketing Executive
The updates could be seen as rolling back on Twitter’s previous policy of being less aggressive than other ad serving platforms in how it handles user data. However, the policy also includes new options for giving users access to and ability to change the information Twitter has gathered about them for the purposes of ad targeting.
Twitter explained its change in position in an update to the DNT entry on its help site: “While we had hoped that our support for Do Not Track would spur industry adoption, an industry-standard approach to Do Not Track did not materialise,” according to the company.
"Face Filters" fly into Instagram.
It's the moment we've all been waiting for... you can now make yourself look like a rabbit on Instagram, with the help of their new, Snapchat rip-off, Face Filters. Face Filters have been a long term coming for the Stories functionality, as they were seen as the last hold Snapchat had over their users. Their absence on Instagram's platform led to many influencers saving their Snapchat videos and reposting to Stories - a lengthy and cumbersome process. So far there are only eight options, but Zuckerburg himself has promised updates soon. Could this be the nail in the coffin for Snapchat which leads to their demise, or will the original story makers innovate and amaze us all?
This, however, isn't the only significant update to hit your Instagram app this week! This week has also seen the addition of a rewind feature in Stories which plays you video in reverse - admittedly very similar to boomerang, simply without the loop function, but it's still cool and we like pretending we walk backwards.
Perhaps the biggest, relatively unsung, update from Instagram this week is the addition of searchable hashtags to Stories, taking the 24hr hour long snaps a huge step forward to becoming searchable. It's not quite there yet, however, as the function only lets you search actual Instagram posts that use the hashtag - but it will be a great feature for influencer campaigns using branded hashtags!
We can't wait to see what else comes from Instagram, but for now, we are quite content with taking a million Koala selfies.
If you want to find our more about our social media services, or how we can help your brand innovate in an every changing space, contact us directly here.