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Facebook Introduces Cost Cap Bidding to Maximize Cost-Efficiency

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Facebook is introducing a new bid strategy for advertising which is focused on driving results while keeping costs down.

Bid strategies for Facebook ads were previously focused on maximizing conversion volume (bid cap) or cost predictability (target cost).

To help businesses better reach certain goals, Facebook will offer a bidding strategy that combines both of its previous offerings.

“Cost cap maximizes cost efficiency by getting you the most results, such as purchases or installs, at or below your set maximum cost per optimization event.”

What separates cost cap bidding from other cost-optimized bidding strategies is that it allows advertisers to set the max CPA/CPI they’re willing to pay.

When it rolls out, cost cap bidding will be accessed through an updated, guided bid experience.

Facebook Introduces Cost Cap Bidding to Maximize Cost-Efficiency

As shown in the example above, advertisers can enter a cost control, which Facebook will aim to meet with the cost cap bidding strategy.

There is no set date for when cost cap bidding will be available. Facebook says it’s rolling out to advertisers throughout the year.





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Price extensions now supported in Microsoft Advertising Editor

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Price extensions in Microsoft Advertising Editor.

Price extensions launched in Microosoft Advertising a little over a year ago, allowing advertisers to show products and pricing in text ads in mobile and desktop search results.

Why we should care

Now you can manage those extensions in Microsoft Advertising Editor. That means you can manage them in bulk and much more quickly.

From the Shared LIbrary in Editor, you will be able to add headers, descriptions and prices, including currency.

To associate price extensions with ad groups in your campaigns in Editor, select an ad group and use the “Choose price extension” dialogue box.

More on the news

Some helpful reminders for price extensions:

  • The prices must be included on the landing page.
  • They are charged the same CPC as a click on an ad headline.
  • They can link to third-party retailers.
  • Do not duplicate the same copy in the header and description of a price extension.

About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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Google Lets Advertisers Promote YouTube Live Streams as Display Ads

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Google is introducing a new ad format that lets marketers run YouTube live streams in display ads.

Live stream ads can appear anywhere Google’s display ads are shown. So a person could be scrolling through a website, such as this one, and see a live stream playing right where an ad would be.

People can expand the video to full screen and interact with the live stream just as they could on YouTube.

Here’s an example of what a live stream ad looks like:

Google Lets Advertisers Promote YouTube Live Streams as Display Ads

Live streaming on YouTube is free, so advertisers will only have to pay for the ad unit itself.

The new live stream ad format is currently in a limited beta. There’s no further information available about how Google plans to charge advertisers for these ads.

One of my initial thoughts was whether viewing time would be a factor in the cost.

For example – would an advertiser be charged the same if a person only watched a few minutes of a live stream as opposed to watching the whole thing?

I presume we’ll learn more when the ad format rolls out more widely.

Other Google Advertising News

In related news, Google introduced another display ad format today that allows users to interact with 3D objects.

The new ad format, called Swirl, lets advertisers showcase products from all angles.

A car manufacturer could take an existing 3D model of a car and use it in a Google display ad. Then, those who view the ad could rotate the car as well as zoom in and out of it.

For more information about the Swirl ad format see our coverage here.



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Google Search Console image search reporting bug June 5-7

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Google posted a notice that between the dates of June 5 through June 7, it was unable to capture data around image search traffic. This is just a reporting bug and did not impact actual search traffic, but the Search Console performance report may show drops in image search traffic in that date range.

The notice. The notice read, “June 5-7: Some image search statistics were not captured during this period due to an internal issue. Because of this, you may see a drop in your image search statistics during this period. The change did not affect user Search results, only the data reporting.”

How do I see this? If you login to Google Search Console, click into your performance report and then filter by clicking on the “search type” filter. You can then select image from the filters.

Here is a screen shot of this filter:

How To Filter By Image Traffic in Google Search Console

Why we should care. If your site gets a lot of Google Image search traffic, you may notice a dip in your traffic reporting within Google Search Console. You may have not noticed a similar dip in your other analytics tools. That being said, Google said this is only a reporting glitch within Google Search Console and did not impact your actual traffic to your web site.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

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