Inbox by Gmail for Web Now Lets You Drop and Paste Images in Emails

28 Sep 2015 | Author: | No comments yet »

Google Adopts New Ad Methods From Facebook.

Advertisers will be able to share their customers’ e-mail addresses with Google, which will match them with its user data, Google said in a statement Monday.Customer Match will allow the advertisers to bid and create ads tailored to the customer segments in search as well as with YouTube Trueview ads and Gmail ads.Google’s Customer Match also offers advertisers additional “lookalike modelling” services – or Similar Audiences as Google calls it – by matching brands’ existing customer databases with audiences that are likely to display similar behaviours.Universal App Campaigns enable app marketers to reach users across search, YouTube, the Google Display Network, and Google’s in-app advertising network AdMob.

The goal is to boost the relevance of ads that show up alongside search results, and in Gmail and YouTube, according to Jerry Dischler, vice president of product management at Google. Today Google announced moves further into Facebook-style targeting territory, with a new product called Customer Match that will let advertisers upload lists of emails and match them to signed-in Google users on Gmail, Search and YouTube. The company has developed a way to verify the first-party relationship, but Google VP-Search Advertising Jerry Dischler declined to detail how that technology works because people may use that information to try to hack around the firewall.

For example, a local Italian restaurant or an automaker could give Google lists of their customers, and when they search for pizza delivery or a new minivan, the businesses can make sure they put their own ads in front of known customers. To accomplish this customer matching, Google will be cross-referencing brands’ email lists with the email addresses tied to people’s Google accounts, the majority of which are Gmail addresses though people can use other email providers to sign up for a Google account.

Ad bids are based on cost-per-install targets set by app marketers, and all of the creative assets are automatically pulled from the Google Play store. Meanwhile, Facebook has announced a new service that itself is competitive with yet another platform: Twitter, and specifically in the area of nabbing more TV ad dollars.

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. The specific brands will then use this list as a reference to the same clients for targeted ads the next time they are searching for similar products. The social network will be working with Nielsen on a new metric and ad buying option to let advertisers more closely link their TV ad spend with Facebook video spend. App developers can also set location and language targets, budget. “From there, our systems will optimize your campaigns using dynamic learning to maximize app install volume at your target cost-per-install. Google’s SVP for commerce and ads, Sridhar Ramaswamy, has explained in press releases that the two new products they acquired aim to better improve their ad revenue.

Regulatory scrutiny seems to be one key reason highlighted by Digiday, which had reported that targeting plans were in the works before Google made the news official: the search giant has been happy to let others take the lead on this kind of ad tech first because then Google appears as the competitor when it enters the market. By testing different versions of your ad text and app images in each of the eligible Google networks, we determine the highest-performing variations so only your best ads show,” writes Sridhar Ramaswamy, Senior Vice President, Ads and Commerce at Google, in a blog post. Customer Match is essentially a stepped-up version of a service that Google already offers, which lets businesses to re-target Web surfers who had already visited their websites.

First in the line is Google’s Customer Match, this allows advertisers a method to target their existing customers including those in Google Search, Youtube and Gmail. With both new products, Google is stressing, as it has lately, the ability to harness consumer intent when they are close to making a purchase – something that Facebook lacks.

Users might not always enjoy them, but advertisers surely do, so Google adopts new ad methods from Facebook in hopes to get their revenue up, and hopefully compete with the social media network. As part of the new effort, Google is also mining the data so that advertisers can target new customers who might have similar interests to existing customers.

This new product which is similar to Facebook’s Custom Audiences, allows advertisers to upload a list of email addresses of their target customers which will then be matched with online Google users. Universal App Campaigns tap into intent-rich searches like “adventure games” and “puzzle games” that are happening throughout the day on Google Search and Google Play so your app can be seen when people are looking to download something new. In May, Google unveiled “Universal App Campaigns”, a central portal for developers to manage the promotion of their apps across Google’s media channels.

If you think all of this sounds familiar, it’s because it is: Facebook has been letting advertisers run similar styles of campaigns based around customer databases for years already. Spending to promote app installs is expected to increase from $1.47 billion in 2014 to $3 billion this year — 10.4 percent of total mobile ad spending — according to eMarketer estimates. Advertisers will only target audiences that have shown themselves interested in their products, similar to what Facebook did in 2012 with their Similar Audiences product.

Similarly, it may only be now that advertisers are showing so much interest in targeting and ad tech in general that Google has felt the push to roll out similar products itself. What’s less clear is if that intent then follows you to other platforms, or whether Google creates separate intent-based ads in, say, YouTube based on what you are watching. For example, when these rewards members search for “non-stop flights to new york” on Google.com, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York. It has also introduced some more methods to measure brand awareness and which will enable the brands to measure their mobile ad campaign effectiveness with the help of user polls. In this new method, Google can utilize app images and descriptions from Google Play and automatically create an ad out of it which will be targeted to each property.

If Google is wading deeper into Facebook’s territory with app install ads and email-based advertising databases, Facebook is also dipping its toes elsewhere, too. But Google, which has around 3.5 billion in revenues, is optimistic that this new development will propel them against Facebook in display and video ads. As with Nielsen’s early moves to work more closely with Twitter to measure and match up Twitter users with TV consumers, the idea here is to create a stronger link between the old platform and the new in order to encourage more advertising on the latter platform. Other new Facebook products today include brand awareness optimization bidding; polling services coming to mobile; and — in one more push to enhance and expand video inventory — adding videos to the carousel format Facebook introduced earlier this year.

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