In this week’s digital news, A recent study by Optmyzr analysed data from over 22,000 Google Ads accounts, focusing on how different creative decisions impact ad performance. Ad strength should not be the primary performance indicator, and advertisers should optimise pinning and embrace RSAs for better results. Google has announced several artificial intelligence-powered updates to its search engine, calling them “some of our most significant Search updates to date”. From Thursday, users of the Google app on both Android and iOS will be able to use their voice to ask a question as they point their phone camera at an object or subject.
There are some worries about the outcome of Google’s antitrust trial, that could have significant consequences for publishers reliant on its ad platforms. Google have launched AI-organised search results in the US, starting with recipes and meal searches, to provide searchers with a more diverse range of information to explore more perspectives from across the web.
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Optmyzr study reveals ad strength isn’t the key to success: RSAs outperform ETAs
A recent study by Optmyzr analysed data from over 22,000 Google Ads accounts, focusing on how different creative decisions impact ad performance. It found that ad strength, despite Google’s emphasis, doesn’t consistently correlate with better results. Ads labeled as “average” often outperformed those with “good” or “excellent” ad strength in metrics like CPA, ROAS, and conversion rates, particularly for Responsive Search Ads (RSAs).
Selective pinning of ad assets offered the best balance between control and performance, with fully pinned ads achieving higher CTR but weaker conversion metrics. Additionally, RSAs consistently outperformed Expanded Text Ads (ETAs). While the study provides useful insights, results may vary depending on advertiser experience. Ad strength should not be the primary performance indicator, and advertisers should optimise pinning and embrace RSAs for better results.
Read more here.
Google supercharges search engine with major AI-powered overhaul
Google has announced several artificial intelligence-powered updates to its search engine, calling them “some of our most significant Search updates to date”, the German news agency (dpa) reported. From Thursday, users of the Google app on both Android and iOS will be able to use their voice to ask a question as they point their phone camera at an object or subject. The technology giant has confirmed that it will begin rolling out a similar tool for early testers in its Search Labs programme, allowing users to ask questions while recording a video.
The company stated that its AI tools would be able to “make sense of the video and your question put together” before producing an AI Overview, which includes AI-generated query responses and helpful resources from the web. The updates reflect the ongoing arms race between the world’s biggest tech firms to introduce new and compelling generative AI-powered tools to keep existing users engaged and to draw in new ones.
California’s failed AI safety bill is a warning to Britain
California has a message for Britain: Good luck trying to regulate AI. The Golden State’s governor Gavin Newsom on Sunday vetoed a bill which sought to impose safety vetting requirements on developers of powerful artificial intelligence models — siding with much of Silicon Valley and high-profile politicians like Nancy Pelosi in the process. The demise of the bill will come as a warning for Britain’s Labour government, which is drafting a proposal similarly aimed at placing restraints on the most powerful forms of the technology known as frontier AI.
Breaking point or breakup? Why publishers fear a Google ad breakup could backfire
There are some worries about the outcome of Google’s antitrust trial, that could have significant consequences for publishers reliant on its ad platforms. A potential breakup of Google’s ad business, especially its sell-side operations, worries publishers as it could disrupt access to crucial programmatic ad revenue. While some hope for change after years under Google’s dominance, they fear losing out if DV360 and Google Ads remain intact with the buy-side. Despite these concerns, many believe a full breakup is unlikely, with fines or behavioural remedies being a more probable outcome to avoid market disruption.
Google adds two new best practices for product markup
Google have updated their product structured data markup guidance to recommend prioritising HTML implementation. The new guidance warns of JavaScript generated markup leading to less frequent crawling and therefore inaccurate information surfaced for retailers relying on this to update fast changing content such as product availability and price. Site owners relying on JavaScript implementation should adjust their strategies accordingly.
Google rolls out AI-organised search results pages
Google have launched AI-organised search results in the US, starting with recipes and meal searches, to provide searchers with a more diverse range of information to explore more perspectives from across the web. The new multi-format feature combines content types such as articles, videos and forums within the SERP for a personalised experience. Despite Google saying within their announcement that this change creates even more opportunities for content to be discovered, it does raise questions around how this new AI-organised page will reduce clicks and affect traffic to individual pages, how the content will be organised, and how paid ads will be integrated into this format.
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