Have you noticed a change to your Google search results on your phone or tablet? Google has just finished rolling out continuous scrolling for mobile devices for English users in the U.S. This means instead of having to tap the “See more” button at the bottom of the page, Google automatically loads another page of results. Pages continue loading for four pages, as Google says most people typically browse up to four pages of results.
It sounds like a subtle change, but you’ll notice it is a huge difference in user experience on your mobile device. This update makes it easier for people to access more search results which could mean finding what they’re looking for faster. And depending on the nature of the search query, users who enter limited keywords or broad phrases may be looking for a wide range of results (think: chicken recipes). So continuous scrolling eliminates a lot of friction in the user’s search for content.
What continuous scrolling means for advertisers
But what does this mean for advertisers?
First off, this change does not affect how the ad auction works or the way Ad Rank is calculated. Your Ad Rank (where ads are shown on a page relative to other ads) will still be calculated using:
your bid amount
your auction-time ad quality (including expected clickthrough rate
landing page experience
the competitiveness of an auction
the context of the person’s search (location, device, time of search, the nature of the search terms)
the expected impact of extensions and other ad formats
Ad Rank will also continue to be eligible to show on multiple pages since Google calculates Ad Rank for each page.
With that said, there are some other considerations to be aware of with continuous scrolling.
Google will now be redistributing the number of text ads that can show between the top and bottom of pages. So, text ads can show at the top of the second page and beyond, while fewer text ads will show at the bottom.
And some users who previously used to go back to the top of the search results in page one may continue to scroll down to page two. So some campaigns may see more impressions from top ads and fewer impressions from bottom ads. Google does expect clicks, conversions, average CPC, average CPA to remain relatively stable.
How MarinOne can help manage this change
The Search experts at Marin recommend monitoring your prominence metrics which will give you more information on where your ads are appearing on the page.
Search top impression rate “Impr. (Top) %” is the percentage of your ad impressions that are shown anywhere above the organic search results.
Search absolute top impression rate “Impr. (Abs.Top) %” is the percentage of your ad impressions that are shown as the very first ad above the organic search results.
Search absolute top impression share “Search abs. top IS” is the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
Search top impression share “Search top IS” is the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
In addition to monitoring performance, consider using an automated bid strategy to dynamically adjust keywords bids based on prominence metrics. For Example, Smart Bidding for Impression Share, set at the Campaign Level or Marin Awareness Targeting, set at the group or campaign level, and capable of targeting an Impression Share range or Impression Rate (intraday).
The marketing experts at Marin are always here to help you navigate the quickly evolving digital landscape. Click here for more on how MarinOne can optimize your Google campaigns.
iOS 15 is here and with it come several updates for apps like SharePlay streaming in FaceTime, Notifications Focus and Interruption Levels, and Swift UI updates. But there are still a few straggling developer updates that Apple has committed to launching before the end of the year, and app marketers should take note. Custom Product Pages and Product Page Optimization are two features designed to help maximize app store listings and ultimately drive user acquisition.
What are Custom Product Pages?
Custom Product Pages allow app marketers to create more relevant, custom pages on the App Store that can be tailored to specific target audiences and linked to individual campaigns. As an example, a fitness app could develop one product page that highlights a GPS running tracker to audiences interested in marathons, and another product page that highlights trail maps to audiences interested in mountain biking. Other options might be creating pages based on user locations for delivery services or in-app options like gaming avatars or streaming content themes. Whatever the content may be, custom product pages deliver a personalized app store experience to users which are sure to increase conversion rates.
You can create up to 35 custom product pages and each page can be customized with metadata for app preview videos, screenshots, and promotional text, giving advertisers a wide range of flexibility for targeting customers with personalized content. App analytics will provide metrics for each product page on impressions, downloads, conversion rates, retention data, and average proceeds per paying user so you’ll be able to see which pages are driving awareness, conversions, and in-app behavior.
What is Product Page Optimization?
Product Page Optimization applies to your default product page, where users might land through search or browse. This feature allows app marketers to set up two separate default pages and split traffic between them. You can select up to three treatments for the treatment page including app icon, preview videos, or screenshots. Once you’ve designated the percentage of traffic to each page, you can let the test run and then monitor results like impressions, downloads, and conversions. Use those results to determine if you should apply the treatments to your default page, and you’ve now optimized your page for the best possible conversion rates.
What You Can Do to Prepare
Don’t wait for Custom Product Pages to arrive! Start mapping out which features and content you have in your app and how they might appeal to a particular audience. Next, think about which preview videos, screenshots, and text would be most impactful to convey the highlighted feature to that specific audience. You still have time to create new assets and copy if you feel there are other messages that would resonate with potential users.
You can also start thinking through any treatments you might want to consider testing for your default page. Once Product Page Optimization launches, your treatment page will have to be approved by App Review, so be ready to go with your selected icon, video, and screenshot choices.
Do some prep work now, and you’ll be able to hit the ground running to drive incremental app installs as soon as Apple rolls out their Custom Product Pages and Product Page Optimization.
Apple Search Ads + MarinOne
Now that you’ve planned out your default and custom page optimization, MarinOne can help you analyze your campaign performance and automatically identify opportunities in your account with estimates of potential value and easy implementation. Our optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance.
MarinOne has been helping advertisers manage and optimize their Apple Search Ads campaigns since 2019, and we were recently recognized as an Apple Search Ads Partner specializing in campaign management. Apple Search Ads Partners are leading companies skilled in helping Apple Search Ads Advanced customers manage, measure and optimize their campaigns.
MarinOne also integrates with leading mobile measurement solutions including Kochava, Appsflyer, Branch and Singular, as well as traditional measurement solutions like Google Analytics to give advertisers a complete view of their return on investment. Advertisers can also manage their Apple Search Ads alongside their Google Universal App Campaigns, making it easy to share insights across publishers.
Click here to get started with Apple Search Ads today.
Marin Software has been recognized as an Apple Search Ads Partner specializing in campaign management. Apple Search Ads Partners are leading companies skilled in helping Apple Search Ads Advanced customers manage, measure and optimize their campaigns. Marin has been helping digital advertisers get the best performance from their advertising campaigns for almost 15 years and has helped manage and optimize over $40 billion in advertising spend.
Our self-serve MarinOne platform has been helping advertisers manage and optimize their Apple Search Ads campaigns since 2019. In the first quarter of 2020, our client’s Apple Search Ads spend grew by 200% year-over-year, a sign of their success with this advertising channel.
As an Apple Search Ads Partner, Marin will work closely with Apple Search Ads to provide our joint customers with the highest level of support and expertise, including sharing best practices and implementing the latest Apple Search Ads features.
“Apps represent an increasingly important part of the marketing mix for many advertisers, not just for app and game developers,” said Chris Lien, Marin’s Chairman and CEO. “Our customers have seen fantastic results using MarinOne to optimize their Apple Search Ads while coordinating with their other search, social and eCommerce campaigns.”
Paddy Power, one of the most popular betting brands in the UK and Ireland, tested Marin Bidding on their Apple Search Ads campaigns to see if they could improve efficiency and lower CPCs and CPAs while maintaining steady app installs and revenue.
“We tested Marin Bidding on Apple Search Ads and our CPAs came down by 30%. Our CPCs became more manageable and we were able to free up budget to re-invest in additional growth opportunities. We’re thrilled with the results, and we plan to keep using MarinOne Bidding for Apple Search Ads on other lines of business in the future,” noted Anthony Elders, Head of Search, Paddy Power Betfair.
The powerful MarinOne platform integrates with leading mobile measurement solutions including Kochava, Appsflyer, Branch and Singular, as well as traditional measurement solutions like Google Analytics to give advertisers a complete view of their return on investment.
Our optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance. MarinOne’s Insight module automatically identifies opportunities in your account with estimates of potential value and easy implementation.
Automation tools make it easier and more efficient to manage Apple Search Ads campaigns. Advertisers can manage their Apple Search Ads alongside their Google Universal App Campaigns, making it easy to share insights across publishers.
Click here to get started with Apple Search Ads today.
Apple’s latest iOS update has now launched and users are now updating their software to version 14.5.
Apple has also announced dates for its annual Worldwide Developers Conference (WWDC), which should include announcements for iOS 15, and will take place from June 7th through 11th.
How will this affect me?
Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, you’ll be required to ask users for their permission to track them across apps and websites owned by other companies. Unless you receive permission from the user to enable tracking, the device’s advertising identifier value will be all zeros and you will not be able to track them.
When a user opens an app, such as Facebook, they will be asked whether they consent to having their activity tracked across apps and websites they use, which if they decline will have an impact on businesses being able to monetize through ads. Given Facebook’s heavy dependence on app advertising, this will negatively impact their Audience Network, resulting in the loss of accurately targeting and measuring campaigns and making it much harder for small businesses to reach their target audiences. According to Facebook, when testing using constrained delivery, more than a 50% drop in revenue occurred when personalization was removed from mobile app ad install campaigns.
Ultimately, despite their best efforts, Facebook and other apps have no choice in the matter but to comply with Apple’s new rules and regulations or otherwise have their apps blocked on the Apple App Store.
While this is a step in the right direction toward heightened privacy, we’re yet to see how this will impact customers and whether PCM is viable in the long run. PCM attribution reports will contain limited data in addition to being delayed randomly between 24- and 48-hours to disassociate events in time. This change is very interesting for Safari users, but other browsers such as Chrome, Firefox or Edge would need to implement PCM for it to become a web standard. What is promising, however, is that WebKit states “We are working with them to get there” so who knows, maybe sometime in the future PCM will become “the norm” to measure advertising.
Is there a silver lining?
Make sure that your measurement system is using a first-party approach and, if possible, combat conversion attribution restrictions further using a server-to-server approach.
As mentioned in our earlier blog post about browser cookies, for advertisers relying on third party cookies for ad targeting, you should look to diversify your ad buys to account for potential lost opportunities as these options go away.
For Marin customers, you can leverage our cross-channel conversion tracking pixel – Marin Tracker – which complies with GDPR and CCPA regulations and meets Apple iOS requirements. Our proprietary Marin Tracker dashboards include de-duplicated, click-based conversions with transaction IDs for an unlimited amount of conversion events. As advertisers prepare to sunset ad tracking via cookies, Marin is doubling down on our privacy-first ad tracking and measurement solutions.
Feel free to download our latest Marin Tracker overview, which showcases our solution to privacy-safe measurement for a post-cookie world, the challenges that marketers face, and how using Marin Tracker can combat these obstacles.
Apple has been busy adding privacy-related features in iOS14. In December, with iOS 14.3, Apple added “Privacy Nutrition Labels” to the app store, clearly summarizing the applications privacy practices, including what information is collected and how it is used. App Tracking Transparency will be required with iOS 14.5 later this spring. Developers must ask users to opt in to tracking for advertising and other purposes.
In this blog, we give you a perspective on how marketers should be thinking about these changes. To learn more, don't miss our webinar Find Your Way in the Cookieless Worldon Thursday, March 25th | 10am PT - 1pm EST - 5pm GMT.
Apple’s iOS 14 updates are great for users’ privacy and Facebook is rolling with Apple updates by introducing breaking changes that facilitate enhanced privacy options. Since many of our Marin Social customers have questions about the impact of the iOS 14 updates, we want to assure customers that Marin is well positioned for iOS 14 updates along with providing a recap on the impact of iOS 14, especially for Facebook users and advertisers.
In terms of impact on Facebook users, Facebook is introducing a screen to prompt iOS 14 users to opt in to Facebook ad tracking. The carrot is better ad personalization. If users opt out, limited information about conversions, generated by FB ads to that user, will be available to advertisers.
In terms of impact on Facebook advertisers, Ads Manager contains detailed, account specific, action items for advertisers ex. selecting only eight conversion events for optimization efforts across an account. However, after the iOS 14 updates go into effect, advertisers can expect five fundamental changes:
Facebook will have limited conversion tracking for iOS 14 users that opt out. And many will opt out.
Facebook pixel Cookie Window is limited to 7 days for clicks and same day for views; this may lower reported conversions. In terms of impact scope, a majority of Marin Social advertisers attribute Facebook conversions to clicks that occurred up to 28 days before the Sale/Form Fill. As such, we expect a majority of Facebook advertisers to be impacted by this change and we recommend proactively updating Attribution Settings.
Advertisers with multiple domains can no longer attribute conversions from paid traffic across multiple domains. Customers that drive paid traffic to Domain A and convert the same visitors on Domain B will be directly impacted by Apple’s Private Click Measurement (PCM).
Audiences based on website interactions and mobile app engagements will decrease in Size and Reach.
App advertisers will no longer be able to use ‘app connections targeting’ e.g. they cannot target people that are connected to App fans/followers.
Facebook Audiences for retargeting (WCA and MACA) will contract in size due to iOS users opting out when the Facebook prompt is shown. Ideal audience size for retargeting and lookalike audience creation is 10,000 people; smaller audiences may yield relatively lower performance.
Publisher reported conversions should not be expected to reconcile with internal systems.
While both Google and Facebook are preparing for a cookie-less future, neither publisher has announced plans for cross-channel ad tracking.
each Publisher only includes their view through conversions, but not the others
Each Publisher has different attribution windows for paid clicks.
Advertisers will need to upgrade their tracking.
Facebook is offering a robust server-to-server solution to provide advertisers with more transaction (not user) level details. Cross-Channel advertisers should plan on deploying Search and Social publishers’ enhanced ad tracking solutions alongside a third party’s server-to-server solution like Marin Tracker. This way, advertisers can analyze paid channels performance under the publishers lens and via conversion metrics that are click based, de-duplicated, and measured under the same attribution window.
Facebook Ads will no longer offer demographic breakdowns for conversion events.
Facebook Advertisers should plan on running A/B tests to determine if there's a statistically significant difference in performance between demographic segments.
If you need more information about the impact of iOS14 changes on Facebook ads, sign up to our webinar Find Your Way in the Cookieless Worldon Thursday, March 25th | 10am PT - 1pm EST - 5pm GMT.