Google Ad’s New Conversion Value Rules: What They Are & How to Use Them
What Are Conversion Value Rules?
Conversion value rules allow advertisers to tell Google Ads what factors are most important to them by applying rules.
The rules allow advertisers to indicate instances when a conversion is worth more or less than the average conversion, based upon various characteristics of the auction. Having this control will also allow advertisers and smart-bidding algorithms better data to bid and budget more effectively.
How To Use Conversion Value Rules?
Rules are applied at the time of auction-based upon the criteria provided.
No matter how many rules are set up, only one rule can be applied to a given conversion. If a customer meets the conditions for multiple value rules, Google decides which one to use based upon the following logic:
- For the location rule, the most precise location rule is applied.
- For audiences, Google will follow the hierarchy below. If there is a tie, Google will choose a rule using the “multiply” logic over the “add” rule. If a tie remains, Google will choose the highest adjustment.
- This is the hierarchy used for audience application, meaning that customer match rules trump all other audience rules in situations where they overlap and so on down the line:
- Customer Match
- Remarketing & Similar Audiences,
- Affinity & In-Market audiences
- Detailed Demographics
Source: Google Ad’s New Conversion Value Rules: What They Are & How to Use Them
Advertisers can adjust conversion values in Smart Bidding in the coming weeks
“You can adjust conversion values based on characteristics like location, device, and audience. By applying a rule to these characteristics, you can adjust conversion values to align more closely with your business outcomes,” said Stephen Chang, Product Manager, Google Ads in an announcement.
This added feature means that businesses can use their inherent knowledge of what’s working in their industry to improve their conversion rates in Google Ads. For example, if advertisers know certain audiences or people in certain locations are most likely to convert, they can set a rule to multiply the conversion value for the chosen group by two.
Source: Advertisers can adjust conversion values in Smart Bidding in the coming weeks
Facebook’s First-Ever Report On Most Viewed Content
Facebook published a report which offers a first-ever look at what content gets the most views in peoples’ news feeds. It focuses on which domains, links, pages, and posts get the most views in the US.
A view is counted when content appears on a user’s screen for any length of time. A user does not have to engage with the content to ‘view’ it.
Industry folks argue this report falls short of what it is, but there’s at least some interesting insights. We’ll look at those arguments at the end. First, let’s look at the data.
Most viewed domains:
Facebook’s full report contains a list of the top 20 domains by content views. In the interest of brevity, here’s a look at the top five.
- youtube.com (181.3M views)
- amazon.com (134.6M views)
- youtube.com (181.3M views)
- unicef.org (134.4M views)
- gofundme.com (124.8M views)
- twitter.com (116.1M views)
Source: Facebook’s First-Ever Report On Most Viewed Content
YouTube adds video chapter previews, auto-translates captions in new search functions
To make searching for videos on YouTube easier, the company announced two new updates on Tuesday to the way its on-site search function operates.
Timestamp previews and auto-play snippets added to mobile. “These time-stamped images detail the different topics covered in videos and let you better evaluate the video you’re about to watch. You can also jump directly to the section most relevant to your specific interest,” said Pablo Paniagua, director of product management, in the announcement.
YouTube has previously had a short autoplay with captions when desktop users move their mouse over a video to help them know what they’re about to watch. This option allows you to find exactly what you’re looking for (or find a video that does cover the topic you want to learn about). The quick auto-play will also be available on mobile upon scroll.
Auto-translated captions in different languages. “We’re starting to show search results from other languages with automatically translated captions, titles and descriptions when relevant content in the local language isn’t available,” explained Paniagua. This means that language may no longer be a barrier, especially for educational or how-to content on YouTube. The plan to supplement captions will start with English language videos and roll out to other languages.
Source: YouTube adds video chapter previews, auto-translates captions in new search functions
Google is working on rewriting Title Tags in SERPs
Google is now rewriting its title tags for the limited amount of pages in its search results. It often replaces the text with the H1 tag of the page. We are familiar with the fact that Google adjusts the titles in SERPs. It performs some small tweaks like appending the name of a business to the end. But now Google is working on overriding the titles with different texts.
SEOs have recently started taking note of this form on August 16. This is evident from the tweets which are mentioning about the “massive” title rewriting on Google.
Source: Google is working on rewriting Title Tags in SERPs
Google Top Stories not loading images: Here’s what is happening
Google is apparently facing a bug with its top stories carousel, which is not loading all the images for the listed articles. Multiple reports have cropped up on Twitter with people complaining about the issue. The issue is causing solid colour windows to appear instead of the images when searching for specific keywords like “News”, “Redmi Note” and more.
We tried testing the issue and it replicated for us on many keywords. While some of the carousels seem to have been fixed, like for the keyword “covid booster shot” it could simply be that the issue will show up for different keywords for everybody.
People are not yet much familiar with this scale of title rewriting. But it is now widespread enough for the multiple SEOs who have encountered it already. Evidence is suggesting that Google is pulling texts from the H1 Tags for the rewrites. Lily Ray notes that she has seen Google replacing the title of the page with anchor text from an internal link.
Source: Google Top Stories not loading images: Here’s what is happening