Paid Media | Swipe Insight

YouTube follow-on views optimization now available in Demand Gen campaigns

1 days ago

Demand Gen campaigns now allow optimization for YouTube follow-on views, helping grow channel engagement by targeting viewers likely to watch more videos after an ad. Advertisers can set follow-on views as a primary goal in their campaign settings to actively optimize for deeper engagement. To use this feature, link your YouTube channel to your Google Ads account and adjust goals in the Conversions Summary.

Meta Tests Value Optimization to Enhance Profit Margins

1 days ago

Meta Ads

Meta is testing a new value optimization feature to enhance profit margins. Traditionally, value optimization focuses on Return On Ad Spend (ROAS), which may not reflect actual profit due to business costs. Advertisers can send profit data via the Conversions API, enabling Meta to optimize for ROAS based on profit rather than sales volume. This testing phase could offer a useful tool for advertisers aiming to improve their bottom line.

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AI Marketing Insights from Google I/O 2025 on Smarter Search Tools

1 days ago

AI Google I/O +1 more

At Google I/O 2025, advancements in AI marketing tools were showcased, including AI Mode for deeper search queries and upgraded AI Overviews with Gemini 2.5. A new visual shopping experience helps users find and virtually try on products. The Gemini app evolves into a personalized assistant, integrating with Google services. New generative media models like Veo 3 and Imagen 4 empower creativity, enhancing user experience and redefining marketing.

Microsoft Advertising launches new Custom Report Builder and updates Performance Max

2 days ago

Microsoft Ads

Microsoft Advertising refreshed its Reporting homepage with a Custom Report Builder for tailored reports. Performance Max campaigns now compete fairly with Standard Shopping, increasing conversions by 39%. New features include scripts, automated rules, and diagnostic tools. Import tools allow carousel ads from Google and Meta as native ads with quick fixes. Shopify merchants can advertise in more markets via the Microsoft Channel app.

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Google offers buyouts to US employees in Search and other divisions

3 days ago

Google Ads Google Cloud +1 more

Google is offering voluntary buyouts to US employees in its Search, marketing, research, and core engineering divisions, excluding DeepMind, Google Cloud, YouTube, and central ad sales. The buyouts provide a minimum of 14 weeks' pay with a July 1 deadline. Some Google parts require in-office work three days a week by September or face layoffs. Executives say the program supports those not aligned with company strategy or struggling in their roles.

TikTok partners with Scope3 to measure and reduce carbon emissions from ad campaigns

3 days ago

TikTok Ads

TikTok partnered with Scope3 to help advertisers measure and reduce carbon emissions from their campaigns. The platform tracks emissions across the ad supply chain, aligning with global sustainability frameworks. This aids brands in understanding and lowering their advertising footprint. TikTok aims for operational carbon neutrality by 2030, using renewable energy and carbon offsets, supporting sustainable growth and transparency in advertising emissions.

Amazon Ads adds long term sales metrics to campaign reporting

4 days ago

Amazon Ads

Amazon Ads now includes long term sales (LTS) and LTS ROAS metrics in campaign reports. These estimate incremental sales over 12 months by tracking how campaigns move new-to-brand shoppers down the purchase funnel. Metrics rely on past 12-month returns from customer actions like page views, searches, add-to-carts, and purchases. New-to-brand shoppers are those without conversions in the last year.

Google Ads adds URL inclusions and exclusions in Keywords tab for better control

4 days ago

Google Ads

Google Ads now offers URL Inclusions and Exclusions in the Keywords tab, allowing advertisers to control which URLs their Search ads can show for. This new feature provides more precise targeting, helping avoid irrelevant or competitor URLs and guiding ad delivery based on site content. It's a new tool for improving Search traffic quality, though its performance impact is still untested.

Google Ads can pause individual accounts linked to Manager accounts violating policy

4 days ago

Google Ads

Google Ads can pause individual accounts linked to Manager accounts that violate third-party policy. If your individual account is linked to a violating Manager account, it may be paused. To resume ads, you must unlink your account from the Manager account. Notifications with instructions will be sent if this action is needed. Carefully vet who manages your campaigns.