Microsoft Advertising: ETA deprecation, auto-generated remarketing lists, and Audience Network updates
Beginning June 30, 2022, responsive search ads (RSAs) will be the only search ad type that can be created or edited in standard search campaigns, Microsoft Advertising announced in its October product updates on Tuesday. The announcements also included reporting improvements for Microsoft Audience Ads with view-through conversions, In-market Audiences expansions, an open beta for auto-generated remarketing lists, several Microsoft Audience Network updates and expansions and more.
As stated above, starting on June 30, 2022, advertisers will only be able to create or edit RSAs in standard search campaigns. Existing expanded text ads (ETAs) will continue to serve, but advertisers will not be able to edit or add them.
This move brings Microsoft Advertising in line with Google Ads, which announced in August that it would sunset ETAs on the same date (June 30, 2022).
Microsoft Audience Network updates and expansions
Feed improvements. Now, advertisers can filter their feed by ID and category, enter multiple values at once, and exclude values. This may enable advertisers to more easily manage their feed-based campaigns and filter with more granularity.
Introducing CPM pricing. CPM pricing (cost-per-thousand impressions) is coming to standalone audience campaigns targeting users in the U.S., Canada, U.K., Australia, France, Germany, or New Zealand.
New metrics for view-through conversions. View-through conversions are conversions that customers make after seeing your ad, even though they did not click on your ad. Microsoft has added four new view-through conversion types.
Read more: Microsoft Advertising: ETA deprecation, auto-generated remarketing lists, and Audience Network updates
Google Analytics 4 updates include data-driven attribution, machine learning models to fill in measurement gaps and a Search Console integration
Google hasn’t said when it will deprecate Universal Analytics, but the updates and language in the announcement suggest that search marketers should prepare for the change.
A new Search Console integration, data-driven attribution, and new machine learning models meant to fill in measurement gaps are coming to Google Analytics 4 (GA4), Google announced on Tuesday.
The company has not said when site owners will have to switch over from Universal Analytics to GA4, but these new features and the language in the announcement (“With these additional capabilities, we encourage you to use the new Google Analytics as your primary web and app analytics solution going forward,”) suggest that search marketers should prepare for the change.
Search Console integration. A new Search Console integration enables marketers to view data, such as their site’s rank and queries that led to clicks, from within Google Analytics 4.
Data-driven attribution makes its way to GA4. In the coming weeks, data-driven attribution without minimum thresholds will be available in attribution reports. This update is a follow-up to Google’s announcement last week that it would be moving away from last-click by making data-driven attribution the default model for all new Google Ads conversion actions.
Machine learning to address measurement gaps. Google is bringing two new modeling capabilities — conversion modeling and behavioral modeling — to GA4, which may help marketers fill in gaps in their understanding of customer behavior when cookies or other identifiers aren’t available.
Read more: Google Analytics 4 updates include data-driven attribution, machine learning models to fill in measurement gaps, and a Search Console integration
We asked, you answered: Should Google add noindex support to robots.txt? Poll results
In the current environment, robots.txt is used exclusively for guiding the behavior of web crawling. Further, the current approach to marking a page “NoIndex” is to place a tag on the page itself. Unfortunately, if you block it in robots.txt, Google will never see the tag and could still potentially index the page even though you don’t want that to happen.
On large sites, this presents some challenges when you have different classes of pages that you’d like to both block from crawling AND keep out of the Google index. One way that this can happen is in complex faceted navigation implementations where you have pages that you create that have significant value for users but end up presenting way too many pages to Google. For example, I looked at one shoe retailer website and found that they have over 70,000 different pages related to “Men’s Nike shoes.” This includes a wide variety of sizes, widths, colors, and more.
Read more: We asked, you answered: Should Google add noindex support to robots.txt? Poll results
Google Search Console adds new rich results status reports errors
Google announced it has added a new set of detailed errors to the rich results reports to Google Search Console for some sites. These are called the rich results status reports and you will see a report only if Search Console has data for that rich result type on your site, and Search Console implements a report for that type.
The announcement. Google said on Twitter “Today we’re adding more details to some errors on Search Console Rich Results status reports to make them more actionable and help you understand how to solve those issues.”
What specifically are the new errors. Here is a list of the specific new detailed errors you will see with this enhancement:
- Invalid attribute string length
- Invalid attribute enum value
- Invalid object
- Type conversion failed
- Out of numeric range
Read more: Google Search Console adds new rich results status reports errors
Built on GA4, Google announces the new Analytics 360
On Thursday, Google announced a revamped version of Analytics 360, the company’s suite of products designed for enterprise-level companies, which builds on Google Analytics 4 as a foundation. The new features include the ability to create product line sub-properties, custom user roles, and larger caps on dimensions, audiences, and conversion types.
New collaborative capabilities. In the new Analytics 360, advertisers can create product line sub-properties and customize their settings.
Additionally, advertisers will be able to create user roles to control feature access for certain groups of users. These custom user roles can be assigned to reporting collections (groups of reports based on topics, such as customer acquisition). Custom user roles and user-assigned reporting collections will be rolling out to all Analytics 360 accounts in the coming months.
Bigger dimension, audience, and conversion type limits. This iteration of Analytics 360 will have a limit of up to 125 custom dimensions, 400 audiences, and 50 conversion types.
Read more: Built on GA4, Google announces the new Analytics 360