New “Engagement” campaigns (and a nice restyling)

New “Engagement” campaigns (and a nice restyling)

As we anticipated last June in our post about the use of CPE (cost per engagement) in AdWords, Google has launched also in Italy a new series of campaigns based on “rich media” ads.
Thanks to Francesca Sticca, we are able to show you the first images concerning the settings of this type of campaigns, classified as a new sub-group of display campaigns (perhaps due to the fact that, providing also “engagement” payment options further to click or impression ones, they require separate settings compared to conventional display campaigns).
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These campaigns are essentially based on interactive ads, which allow the users to “activate” the ad by hovering the mouse over it, even before clicking the target area. The activation just results in the display of the video in the same space occupied by the preview image (Hover-to-play) or in a more extended area, even with more features (Lightbox).
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From the screenshots that Francesca has kindly lend us, we can easily notice this is not a brand new feature (many of our readers have seen this kind of ads yet on the internet), but this is the first time this standard is employed within AdWords.
Here are the details about creating engagement campaigns and the information about the newly available ad formats.
By now, we do not have much feedback about the returns of these new formats. Even though you could bet that especially the expanding lightbox will experience, at least initially, higher engagement rates compared to classic banners, either static or animated. From the point of view of usability, I do not feel as suggesting it to AdSense managers with target users with reduced visual and motion abilities (senior or disabled users), since this may result in serious navigation issues.
From the point of view of advertisers, l do not suggest it to those not having well-designed and captivating videos available, since this might eventually bother the final user (even though, having seen them several times online and finding them particularly annoying, I must confess that I do not remember any of the advertised brands).
This post comes handy also to also drag your attention on a general restyling, already seen on some accounts (and that we shall probably see shortly on all others).
Further to a new logo, the entire interface has been redesigned, borestyling-adwordsth graphically and functionally in a quite enjoyable way, appearing more clean and friendly (as much as AdWords can be) and with specific available call-to-action buttons more clearly visible than before.
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Apart from the graphics, this restyling has not affected the management of the various functionalities. For this reason, we have decided not to dedicate a specific post to this topic.

Gianpaolo Lorusso
info@gplorusso.it
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