Google Ads released Target Impression share bidding strategy

This automated bidding strategy is aimed ad generating maximum reach and awareness.

Sometimes it may be useful to focus on Impression share in order to reach a high visibility. It is not only interesting for your brand terms campaigns, it may help achieve a high visibility on non-branded terms campaigns when you want to put forward a big launch or a unique action or promotion.

With Target Impressions share bidding you can just do that. It is the new automated bidding strategy from Google Ads now available in Belgium. The bidding strategy is set at campaign level and gives you three options in terms of placements: .

1. Absolute top of the page (position one)
2. Top of the page (above the organic results)
3. Anywhere on the page (above or below the organic results)

Once you choose the placement, you are then able to set the impression share percentage target. This can go as high as 100%. The maximum CPC bid limit allows  to control bidding but Google recommends not to set the max bid limit too low.

Although we believe that Impression share is a metric that can be controlled easily, we think that this automated bidding strategy can be time-effective while setting short-term awareness campaigns and thus definitely worth the try. But the performance will still depend on the keywords used in the campaign that demand some guidance at start-up and during optimization phase.

But once definite keywords are chosen, the target Impression share bidding strategy can be an easy feature to turn on and off during crucial time periods for a brand or an advertiser.

The 3D picture option on Facebook

On Facebook, catching attention is key. Users scroll very fast on their newsfeed, as studies show, you have on average less than two seconds to catch your user’s attention on this platform. Therefore, it is very important to implement attractive creatives and to choose impacting formats.

This fall, Facebook launched the 3D photos. This format uses artificial intelligence to give a feeling of depth to your pictures, which makes them more interactive, and therefore more thumb stopping.

How does it work? If you have the right tool, it is actually pretty easy.

1. This feature is only available for iPhones 7+, 8+, X, XS and XR.
2. Take a picture with your iPhone on portrait format.
3. Connect to Facebook via its mobile app.
4. Post your picture by clicking the “3D photo” button before posting.

This feature is therefore only available in organic posting. However, you still can use this for your marketing strategy as it is always possible to boost organic posts on Facebook using any social strategy and budget.

Now, you can use the 3D technology to make your posts even more attractive.

Here are some tips to maximize the impact of your 3D photo by emphasizing the feeling of depth:

1. Use several layers in your picture.
   For example, you could have a picture with an apple in first layer, in second layer a person and in the very back a landscape (mountains for example).
2. Emphasize contrasts.
   For example, do not take a picture of a white object on a white landscape.
3. Choose well the texture of the objects.
   With some texture, it is very difficult to obtain a 3D effect. For example, it is not recommended to use this feature on glass.

So let’s make creatives each time more impactful! And if you’re not a big fan of iPhones, don’t worry, this feature should soon be available in the newest Android phones.

Example of the feature: https://www.youtube.com/watch?time_continue=12&v=Bqcna9-JspE

Hatch to highlight sales volumes at e-tailers

Hatch provides a « Where to Buy » technology that allows consumers to purchase directly from a brand website or from a banner, at their preferred retailers.

There are 2 ways to go:

1.  From your campaign via your brand pages to the retailer website (see example above)

2. From your campaign directly to the retailer website

The whole system works via a CID which is added to the URL and that is carried on to the retailer.

Hatch technology provides you with full tracking from campaign assets all the way through to sale at the retailer.

Their dashboards provide up to date information on how your site or campaign implementations are performing, such as leads and sales data, retailer performance, most popular products, conversion metrics and much more.

All data are available to understand how your marketing spend is working for you and to help decision making. F.i. Did that Black Friday offer deliver the uplift on a specific product you were hoping for? did a spike coincide with an unusually hot week?

Hatch is already active in Belgium. Below is a list of the retailers Hatch has products feed + sales tracking with.

NB: Krefël : product feed, no sales tracking at this stage

      Vandenborre: product feed, no sales tracking at this stage

Product feed means Hatch gets a continuously updated feed with products that this retailer is offering online. This means leads can be measured coming from the brand product page to the retailer product page.

Sales tracking means whether or not we have our tracking pixel installed on the retailer website, conversions from leads to actual sales may be measured. When there is no have active sales tracking with a retailer, Hatch will always ask the brand and Space who wants to make a connection with this retailer to help introduce them to get their tracking pixel installed.

Cost detailed below.

Willing to give it a try? please contact us!

Adserving audio ads on QMusic & Joe

Starting Jan 1, 2019, Medialaan radio starts an “ad served audio“ offering. It means thier stations will be able to insert pre-roll and mid-roll audio ads. In a first stage pre-roll will be enabled for high frequency campaigns.

DAB+ deployed in French speaking Belgium too

Since Nov 15, most of French-speaking private radio stations are available in digital audio broadcasting or DAB+. No visible change so far, as DAB+ coexists with analogue FM broadcasting. DAB+ is expected to provide listeners with a more comfortable experience and more choice, as digital broadcasting allows more radio stations to air their programmes. Until now, only RTBF did use the DAB broadcasting.