Digital Advertising Update: Big Changes to Google Grants Program
January 5, 2018
Facebook created more ad inventory through Instagram “recommended for you”, Google made big changes to Google Grants Program and seven advertising topics to watch in 2018.
Check back every Friday for our latest ad forecast. Here’s what’s new from 01/01/17- 01/05/17.
Facebook Just Created More Ad Inventory – Through Instagram
- Instagram users will now see posts created by people they don’t follow, as the photo-sharing platform says it will now show “recommended for you” posts. These include showing videos, pictures that are liked by people the user follows.
- The move was likely made in an effort meet advertising demand for Facebook, according to a source familiar with the matter. The social network owns Instagram and says it is maxed out on ad inventory.
- The news itself was quietly announced through Instagram’s help center earlier this week, and it wasn’t shared with members of the press, either, but was first spotted by TechCrunch reporter Sarah Perez on Wednesday. Instagram did not respond to an initial request for comment.
Big Changes for Google’s Ad Grants Program in 2018: What This Means for Your Nonprofit
- Starting January 1st, Google is made significant adjustments to their policies around ad grants.
- The $2.00 cap on costs-per-click (CPCs) in AdWords will be eliminated for organizations that build their campaigns using an automated bidding strategy called “Maximize Conversions.”
- It is a requirement for click-through rates (CTR) to stay above 5 percent in order to keep AdWords grants. If an organization falls below an average CTR of 5 percent for two consecutive months, their account will be cancelled.
- Keywords must have quality scores of 3 or higher. This change will eliminate generic terms like “free books” or single keyword terms like “foundations.”
- Each AdWords campaign must include at least two ad groups with at least two ads running.
- AdWords accounts also must have at least two sitelink extensions
- You must have geotargeting active within your account.
- Nonprofits cannot buy branded keywords they do not own. For example, your organization cannot bid for terms like “Google” or “Facebook” or variations such as “Macys” anymore.
Seven Significant Advertising Topics To Watch For In 2018
- Personalization Is Paramount
- The Value Of Voice Optimization Rises
- Instagram Will Outperform Facebook
- Live Events Are On The Rise
- LinkedIn Becomes Even More Essential For B2B
- Marketers Use Machine Learning To Manage Ads
- Influencer Marketing Continues To Impress
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