Post by account_disabled on Dec 21, 2023 6:18:24 GMT
Sun Marketing was also present at the Google Performance & Branding Summit this year. I will present some of my observations from this event to you in the following article. At the 4th year, there was one more of us than last time - we participated in three: me, Pája and Verča - so it was not that difficult to decide who would go to which of the lectures, which were held in two halls. Google chose a rather unconventional venue . The event took place in the national cultural monument Old Wastewater Treatment Plant in Bubenč (yes, you read that right, it is a former sewage treatment plant :-)). At the beginning I was somewhat skeptical about the choice of location. Mainly because of the greater distance from the center of Prague, however, genius loci amply compensated me for this minus. You'll have to wait until the end of the article to find out why I ended up liking the place. Now to what we learned at the lectures.
image Me and Verča in C Level Executive List front of Smilebox What the year brought: new formats and functions The first lecture I went to with Pája was more of a starter for us at Sun Marketing. Jan Bednář and Jindřich Benko from Google presented us with the most interesting news in AdWords from last year, most of which we already knew or are already actively using (and we also write articles about them :-)). The most recent and for me the most interesting news were two: 1) Call-to-action extension : this is actually an extra line for text ads, similar to sitelinks, with the difference that these extensions are not clickable. According to Google, they should be used to communicate discounts, promotions, etc.
The conditions for displaying the Challenge Extension are similar to other extensions. 2) Targeting optimization was the innovation that personally interested me the most. Simply put, it serves - based on Google's algorithms - to automatically expand the targeting in contextual campaigns beyond the targeting set by the person himself in the campaigns. So, at its core, it's clear that targeting optimization isn't suitable for those who want to have complete control over the contextual targeting of their ads. On the contrary, it is suitable for those who want to reach more potential customers. Google promises that CPA will not increase when targeting optimization is turned on. Finally, I was quite surprised that when creating new campaigns in the interface, this option is automatically turned on. image Automatically enabled targeting optimization when creating a new campaign Optimization 3.
image Me and Verča in C Level Executive List front of Smilebox What the year brought: new formats and functions The first lecture I went to with Pája was more of a starter for us at Sun Marketing. Jan Bednář and Jindřich Benko from Google presented us with the most interesting news in AdWords from last year, most of which we already knew or are already actively using (and we also write articles about them :-)). The most recent and for me the most interesting news were two: 1) Call-to-action extension : this is actually an extra line for text ads, similar to sitelinks, with the difference that these extensions are not clickable. According to Google, they should be used to communicate discounts, promotions, etc.
The conditions for displaying the Challenge Extension are similar to other extensions. 2) Targeting optimization was the innovation that personally interested me the most. Simply put, it serves - based on Google's algorithms - to automatically expand the targeting in contextual campaigns beyond the targeting set by the person himself in the campaigns. So, at its core, it's clear that targeting optimization isn't suitable for those who want to have complete control over the contextual targeting of their ads. On the contrary, it is suitable for those who want to reach more potential customers. Google promises that CPA will not increase when targeting optimization is turned on. Finally, I was quite surprised that when creating new campaigns in the interface, this option is automatically turned on. image Automatically enabled targeting optimization when creating a new campaign Optimization 3.