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This can seem overwhelming, but with the right knowledge and guidance, you can learn how to use each of these new features or updates in a way that works best for your ad management strategy. To help you get started, here are 8 updates to Google Ad Manager.
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To help you avoid showing poor-performing ads over and over again, Google has added an optional time-to-live (TTL) extension feature. It means that your ads will be removed if they don’t show any impressions for a specific amount of time. The default value is 30 days, but if you see a low level of impressions or no impressions after 30 days, you should consider extending it up to 180 days or more.
Google has introduced a new pricing feature for its web optimization service, Google Optimize. The new feature lets companies set up experiments across various sections of their website and figure out how different configurations affect conversions. For example, you could test three different header layouts to see which one generates the most landing page clicks. According to Google, businesses that use Optimize generate 73 percent more revenue per visitor than those who don’t use it at all.
However, Google and Facebook created their in-house ad delivery servers to operate off of, but what’s also changed is that advertisers no longer use Google Ad Exchange, DoubleClick for Publishers, or Atlas as a go-between. Instead, they publish directly through one of these two platforms and then have complete control over where their ads appear. Here’s a quick rundown of what advertisers will need to get started.
Ad experiences should be avoided.
One of Google’s more recent product announcements is a new tool called Block ad Experiences, which enables Ad Manager admins to block specific types of ads from running on their sites. While Google has always allowed users to filter out certain categories, such as gambling and alcohol, using exclusion filters, Block ad experiences takes things a step further by letting Ad Manager admins block entire inventory categories.
Finished SupplyChain Objects
Google Ad Manager now supports a new feature called a supply chain object. This type of object enables advertisers to connect and sync their Google Ads account with another system outside of Ad Manager (such as Salesforce or Zendesk). Connecting external data sources like these into your ad account is usually not a straightforward process, so it’s nice that Ad Manager can serve as an intermediary, handling API integration for you.
Google Analytics Version 4
Google Analytics was redesigned and updated with new features and got a major makeover. Google had said there would be little difference in functionality between analytics versions 4 and 3, but it also provided a way for users of older tools to transition over to its new platform easily. These include Universal Reporting Tool (URT), Enhanced Link Attribution (ELA), Multi-Channel Funnels (MCF), and Mobile App Tracking API.
Bid rejection reasons
Advertisers will now have an easier time identifying why a particular ad was rejected from a specific website or page. The new Ad manager update explains each bid rejection in detail.
Ads that use the WebView API
The Google Ad Manager webview feature is designed for app developers who want their users to be able to run ads on their apps even when they aren’t connected to a network. In other words, ad serving can take place locally within a device while offline and won’t require an Internet connection. The following is a breakdown of what you need to know about the Google WebView API.
Google's Ad Manager platform received eight new updates this week. Advertisers no longer need to use Google Ad Exchange, DoubleClick for Publishers, or Atlas as a go-between. Instead, they publish directly through these platforms and then have complete control over where their ads appear. The Google Ad Manager webview feature is designed for app developers who want their users to run ads on their apps even when they aren't connected to a network. The WebView API allows ad serving to take place locally within a device while offline and won't require an Internet connection.