New custom bid options in Google Display & Video 360 will allow advertisers to use data from Google Analytics 4 (GA4) properties and optimize bids for attention.
As marketers and agencies move more towards automation, Display & Video 360 space allows advertisers to automate parts of their campaigns while also customizing their bid strategies.
Here’s more about the new custom bid options you can work with.
Customize bids using data from GA4 properties
Advertisers can use Display & Video 360 to customize bids using first-party data from their Google Analytics accounts.
Prior to today’s update, integrating GA data into custom bid strategies was only possible with Universal Analytics (UA) properties.
Custom bidding in Display & Video 360 is now compatible with GA 4 properties.
Google stated in an announcement:
“We know that many of you have moved or are working on the transition from Universal Analytics to the new Google Analytics. So we made sure that data from any new property in Analytics 4 – whether it’s standard or 360 – can be livened up in Display & Video 360.”
Optimize bids to attract attention
Optimizing your bids to maximize conversions isn’t always ideal, especially for campaigns where it’s hard to measure direct conversions.
For example, running a connected television (CTV) campaign presents a challenge with tracking which ad views led to a purchase.
However, CTV campaigns are very effective in increasing brand awareness, as long as viewers pay attention to the advertisement.
That’s why Google Display & Video 360 adds the ability to optimize your bids to get people’s attention.
Advertisers can estimate an ad’s attention based on its volume or whether the video ad is audible or muted.
When optimizing your bids for attention, you can track existing metrics such as “Full view and audio” and “Time on screen”.
With this launch, Google is adding new custom bid signals such as Player Volume and Hearing and expanding custom bid support for connected TVs.
“This gives you an opportunity to create attention-based algorithms using your own definitions,” Google says in its announcement.
Featured image: Bakhtiar Zain/Shutterstock
Source: The Google
