What’s new? Here are the latest developments in digital advertising
Responsive Search Ads
It’s not often Google changes the layout of its search ads, but what they’ve done with Responsive Search Ads could have a big effect on the outcome of search campaigns.
Responsive search ads allow you to create an ad that adapts to show more text and more relevant messages to your audience. By entering multiple headlines and text assets, AdWords will automatically test different combinations and learn which combination performs best over time. By potentially taking up more real estate in SERPs, and having more flexibility for the algorithm to choose the best performing combinations, costs will be reduced and campaign performance improved.
The new responsive search ads are in beta in AdWords, and although currently not available to all advertisers, with our Google partnership Net Natives have exclusive access. So, if you’d like to learn more, get in touch.
Dynamic Ads on LinkedIn
Every current social media platform is striving to make their digital ads more personal, and now LinkedIn has recently announced the release of its Dynamic Ads too.
We know that LinkedIn is an effective platform to target postgraduate students and mature learners, and with this new feature, we have the ability to create personalised dynamic ads that automatically populate with each individual’s profile data, improving engagement and allowing your institution to create meaningful relationships with your prospective students.
Vertical Video on YouTube
YouTube’s new video ad format means that vertical videos will appear true to their intended dimensions by adjusting the video player window in YouTube’s app when the device is held vertically. This new format will ensure your creative is never compromised and stands out to engage your prospective students.
Is YouTube looking to combat Facebook and Snapchat with its new vertical format? Unlike the other platforms, YouTube is known for its long-form content, so it will be interesting to see how the education sector will approach this.