YouTube rolls out its new metrics called RPM to allow several revenue streams for its creators. 

Creators have various ways to monetize their YouTube platform. Some examples of these revenue streams include advertising, donations, live streaming, subscriptions, or YouTube Premium revenue. With several options available, YouTube finally created a new monetization metric. Created so creators can understand how they earn on the platform, the new metric is called RPM or revenue per mille. While RPM is similar to YouTube’s CPM or cost per mille. RPM and CPM are different in terms of the creator since RPM is specifically for creators aiming to grow their channels, those who want to know the exact income they get from YouTube, and creators who want to see what videos work and what don’t on their channel. 

What’s RPM (Revenue per mille)?

The new metric system shows how much creators are earnings per 1,000 views, that’s comparing their total revenue against their views. The RPM is more detailed as it includes revenue reports from YouTube Analytics, the 55% cut from the ad revenue, YouTube Premium, Channel Memberships, Super Stickers, and Super Chat. The total revenue is then multiplied to 1,000 and divided by total video in the same time period. 

The RPM metric counts the monetized, non-monetized views, and the alternative monetization methods to give creators the big picture of how much their YouTube presence is generating and how much traffic they bring in the platform. The RPMs are shown in the Revenue tab of a creators’ Channel Analytics. 

CPM vs RPM

While CPM has been the metric at work for a much longer time, this metric has its limitations. Creators thought that cost per mille is the money that creators make per 1,000 views. But in actuality, CPM is the amount that advertisers pay the creators for every 1,000 ads. Former creator turned into YouTube’s head creator liaison Matt Koval said that CPM hasn’t been the best metric as it doesn’t help creators understand how they’re earning their paycheck. 

What does this mean for you?

Based on YouTube’s post, the RPM takes all your revenue streams into account. It’s a more holistic measurement and when creators check and evaluate it regularly, they’ll be able to identify how they can improve their channels and their content. They can also optimize their monetization strategies better. 

RPM is now available for all monetizing creators. Creators can also visit YouTube’s Help Center to further understand how the new metric works. 

The new ban will be effective for all advertisers globally starting next month. 

Image credit: Search Engine Land, products with prohibited ads

Google is implementing a restriction on ads specifically regarding spyware and surveillance technology beginning this August. Google explained the updates on the Enabling Dishonesty Behavior policy. The blog post explained that Google will prohibit ads on products and services that are targeted at monitoring and tracking peoples’ activities without their permission. The policy update is applicable to spyware and technology that includes tech that monitors texts, phone calls, and browsing history. For Example, this would include GPS trackers that spy people without authorization such as cameras, dash cams, nanny cams, audio recorders, and the like. 

Enabling Dishonest Behavior policy

The changes will be implemented starting on August 11, 2020. The update doesn’t include two parties: private investigation services and products and services that are meant for parents to monitor their underage kids. 

A study on the ecosystem of intimate partner surveillance in 2018 revealed that thousands of Google ads appear in searches related to terms with the explicit aim of conducting surveillance. Term searches including: 

“Track my Wife’s Phone”

“how to track my husband”

“Track your wife without her knowing”

Google spokesperson told CNBC that it’s continually updating their ad policies and have been restricting ads related to searches related to ones related above. The site is updating its language to ensure that violators are caught. At the moment, Google has already prohibited ads that promote products and services that allow users to have unauthorized access to properties and devices. However, with the new dishonest behavior policy update coming next month, the ads prohibition will be expanded and will affect more products/services. 

Google will have to make the policy more foolproof as many spyware providers have changed their marketing strategy and list their products under child-monitoring apps. 

What does this mean for you?

Google aims to make its ads platform a safe market for brands and other businesses. The tech-giant has limited ads from appearing into surveillance-related searches. This previous effort is now expanded to other services and products. For businesses that market these products, you may need to have them removed from your Google Ads accounts before August 11, otherwise, Google will remove those campaigns from your product feeds. Failure to do so would mean account suspension. Google will send you a notification and warning seven days before it will suspend your accounts. 

Google announced that it’s rolling out manager accounts in the mobile app for a more efficient vide for users’ Google Ads accounts in one section. 

Image credit: Google Blog

Google Ads manager has been making life easier for marketers for a while now. With consumer behaviors and habits changing frequently, it can be difficult for brands and businesses to keep up. The changes have been keeping the marketers busier than ever but now with less time to manage their ads and accounts. Google aims to simplify and make the process more efficient by launching tools and automated solutions. Marketers will now be able to use the app in their mobile devices and see their manager accounts from there. 

The Google Ads mobile app

With the mobile app, marketers can now monitor campaigns in real-time. Aside from that, they can now apply the recommendations and improve their performances. The manager accounts allow users to manage all of their Google Accounts in one place.

Other tasks you can with the mobile app are as follows: 

  • See the campaigns, evaluate, and compare the performance of all their accounts. 
  • Use the push notifications to check all the accounts – anytime, anywhere. 
  • Discover trends and performance insights for all your accounts in the Overview section. 
  • Use the optimization score to improve campaign performance and prioritize the recommendations for your accounts. 

Recommendation page 

Marketers can get all the new trends and tips on how they can improve their campaigns from the Recommendation page. There’s also the optimization score to help marketers prioritize the recommendations for their accounts. The Recommendations page will also be available in Google Ads Editor in the coming months. 

Google will have upcoming changes in the portfolio bid strategies in the next weeks. You’ll be able to monitor and manage your portfolio bid across your accounts. Using a single portfolio, it’s going to be easier for you to drive performance from all your accounts. There will also be a bid strategy reports in the coming weeks. 

What does this mean for you?

Using the manager accounts, marketers now have an easier way to access and get top-level performance data from all their accounts via their mobile devices. The downside to this is for marketers to take extra caution as it will be tempting for them to just tao the apply all button from their recommendations. Marketers still have to evaluate their campaigns and strategies as every action will lead to consequences that will impact the performances of their accounts.

“All these advertisers will be back,” said Facebook CEO Mark Zuckerberg. 

Image credit: BBC

Several brands and industry giants have announced that they are boycotting Facebook advertising and unless the platform makes changes in its policies regarding social issues, these brands aren’t coming back. Despite the loss, Zuckerberg isn’t worried and has not hinted at any changes in the company policies. 

As reported by The Information, he said that all these advertising will be back on the platform soon. For him, the boycott is more of a reputational and partner issue rather than an economic issue. Zuckerberg also noted that the revenue coming from all these brands who decided to temporarily stop their ads take up very little space in Facebook’s overall revenue. The threat is small, he added. 

#StopHateForProfit campaign

The campaign started a civil rights movement for the previous weeks and many bug companies and personalities have shown their support. The Boycott has shed light on the company’s lack of policies in fighting against hate speech and protecting the innocent lives of people of color and those from the minorities. The misinformation and threats of violence in the platform is too rampant that many are calling for changes. 

Previous UK deputy prime minister and now Facebook’s VP Global Affairs and Communications, however, reassured companies that Facebook doesn’t benefit from hate speech and the company is looking for ways to remove hate speech in its platform. 

Facebook is making efforts in hearing out what the critics have to say but no solid decisions have been made as that will ultimately come from its CEO. 

What does this mean for you?

Brands have good intentions for supporting the cause but it doesn’t mean that it’s good for their business as well. Research from the University of Oxford has shown that brands will suffer in the long run due to Facebook’s influence over other medial channels. Temporarily pausing their ads on Facebook and letting it on will affect their brand and will impact their overall effectiveness in all the other advertising channels. Facebook ads indirectly help make other channels more effective and taking out Facebook ads from their strategy will affect their ads on other channels in the long term. 

While it wasn’t wrong for advertisers to take down and temporarily withdraw their ads to emphasize the spread of unsafe and unacceptable content. However, for the advertisers, this decision may prove to be detrimental for them especially in this economy. 

CHEQ is the first company to offer a cyber security-based platform for ad prevention for both paid search and paid social. 

CHEQ has always been centering its efforts on ad fraud prevention but this year, the company is intending to expand its reach tp ad verification solutions. Recently, it rolled out an ad solution for paid social and search advertising channels. The service is called CHEQ PPC and its goal is to aid companies to avoid losing large amounts of money due to ad fraud.

CHEQ’s Chief Strategy Officer, Daniel Avital wrote in an email that this new platform provides click prevention from almost all the major paid-search platforms including Google, Yahoo, Bing, Baidu, Yandex and paid social media platforms like Twitter, Facebook, Instagram, LinkedIn, Snap, Pinterest, and more. 

The advertising fraud

Ad fraud is a deliberate activity that manipulates the delivery of ad content and keeps its serving to the targeted audience. There are several types of ad fraud: Cookie Stuffing, Traffic Fraud, Impression Fraud, Click Fraud, Action Fraud, Conversion Fraud, Retargeting Fraud, and Affiliate Fraud. The most common type is cookie stuffing which is used in affiliate marketing frauds. This type misleads audience information and disrupts the results of the whole ad campaign. 

Advertisers and marketers would get their ad performance and see a good turnout. Due to the good report, advertisers would let the ad campaign run for some time until the business starts losing money.

What does this mean?

Ad fraud has always been a problem for marketers and advertisers. Year after year, many businesses lose billions of ad spend due to fraud and malicious activities that mess up their ad campaign results. As reported by MediaPost, almost 14% of ad clicks are fraudulent. A small number but causes billions of dollars in lost ad spend. It’s expected that $3.8 billion will be lost on PPC campaigns by the end of the year. With the digital age and e-commerce, ad campaigns have taken front and center in terms of widening a brand’s reach.

With CHEQ PPC, brands and advertisers will be able to scale their ad campaigns and see how their ads are performing. The services offered by CHEQ are focused on brands, e-commerce platforms,  media agencies, SaaS agencies, and other companies that are spending their dollars on any of these media. 

CHEQ is but one of the companies that aim to protect businesses against ad frauds. You can also try ClickCease, Click Guard, among others. 

WordPress sites now have a new tool to ensure increased traffic to its site. 

Image credits: Google, Templates available for Web Stories

Site owners have been asking Google for plugins and tools to increase the traffic in their sites as traffic revenues are only limited from search engines and social media platforms. The other method to get good traffic is to make sure that your site content ranks among the top and appear on the first page of the search result. These are the only available methods that sites could use to increase their site traffic. Fortunately, Google announced a new plugin recently which is called Google Web Stories. 

What is Google Web Stories?

The entire description of the plugin is Visual storytelling for WordPress. This is basically a custom editor that allows users and site owners to create AMP-powered stories in WordPress. The beta can be downloaded from WordPress’ plugin directory. Google is also asking for feedback and improvements from developers who want to contribute to the plugin via the GitHub repository. 

The main purpose of the Web Stories is to enable visually-rich stories using a mobile-focused format. Stories format is one of the most effective brands and marketing strategies today. As for WordPress, the stories will be used to give chunked news and information to the site visitors. Each of the pages of the Web Story has a maximum of 10 words. Google recommends between 4 – 30 pages of content. The content can be monetized using affiliate links, Google DV, and Google Ad Manager. Mobile users are the target of the new plugin, it’s for people who want information in chunks, in a glance, or in a quick sneak peek. 

The Web Stories has a dashboard screen in the admin. The dashboard has all the visual list of created stories that users can scroll about. There are also templates available for site managers to customize their story pages. 

What does this mean for you?

Web story formats are best for mobile users as they offer bite-sized information. It’s also effective for brands and site owners as it encourages a significant amount of traffic. This WordPress plugin is still in its beta form, it lacks the animation and some page attachment support. Google has said that the final version won’t be available until the summer of 2020. The final version will have more features and will be a lot better as opposed to the current version. 

TikTok is ripe for advertisers and marketers. It’s a platform with various tools to help them use the app for their ad campaigns. 

TikTok, a ByteDance-owned company announced its new offering for businesses on its website. The TikTok for Business will be a new way to bring solutions to marketers and advertisers for their ad campaigns. There are tips, links to other TikTok tools, and note that will be helpful for them in creating creative and positive trends for their brands. 

This is TikTok’s first solid step in its plans of making the app more accessible for brands and advertisers. It’s the core of their strategy of building the platform towards the digital advertising front. 

Don’t make ads, make TikToks 

TikTok’s ad slogan is Don’t Make Ads, Make TikToks, is call to action for advertisers to change the traditional means of reaching out to their audiences. Instead of using the usual marketing strategies, TikTok is encouraging brands to use their creative minds in creating TikTok content. 

The app has introduced some advertising options in the past including brand takeovers, hashtag challenges, AR content, customer influencer package, and more. Brand Takeovers are 3-5 seconds ads, either an image or a video. The Hashtag Challenges is a way for brands to get in touch and engage with their followers/customers directly. Brands can invite people to participate in the challenge and hashtag that they’ve picked. 

What does this mean for you?

Tiktok was the most downloaded app in the first quarter of 2020 surpassing other giant apps like Facebook and WhatsApp. This launch is putting TikTok front and center in the digital advertising space. With Facebook facing brand boycott due to its actions, or lack thereof, regarding sensitive subjects such as racism and injustice, it may be high time for brands to consider other methods in increasing their brand awareness. Based on a report from Apptopia last January, TikTok in-app revenue increased to 310% on a year-on-year basis. By far, it’s one of the most brand accessible platforms existing today. 

TikTok is an evolving platform and the trend changes by the hour. It’s also putting much effort into user experience rather than monetization. The apps’ algorithm isn’t easy to navigate, but with the launch of Tiktok for Busines, brands and marketers no longer have to rely on YouTube tutorials on how to use the platform. 

There have been no reports as to the pricing of the business tool but it’s assumed to be lower as compared to other platforms. 

Instagram is giving more options for businesses and creators to earn money on the platform. 

Instagram announced the expansion of its shopping platform to include more businesses and creators. Creators and businesses can be eligible for the new changes by going over its Commerce Eligibility Requirements. It’s a guideline for interested businesses should adhere to if they want to start selling on Instagram. 

Instagram said that the platform is open to all who are looking forward to joining the foray of e-commerce. It’s open to artists, musicians, food blogger, and any other creator who want to sell their merchandise and other products to their customers. Instagram released this feature just in time for its rival, Google, as its also working on making its platform open to diverse sellers and giving its creators and SMBs more options to earn more revenue. Just recently, YouTube also allowed its creators to sell their merchandise in the platform where YouTube takes a small commission from it. 

Instagram further said that businesses must tag every single of their products on Instagram via a single website that they own and sell from. This will allow customers to have a trusted shopping experience. This also means that once businesses try Instagram Shopping, they can’t link their items to other platforms including Amazon. They can link them to other approved eCommerce platforms like BigCommerce and Shopify. 

How does it work?

Instagram has updated its sign-up process to make the platform accessible for small businesses and creators. Users are notified once they’re done signing up and approved. There is also an updated onboarding process for existing businesses in the coming weeks. It will have instructions and guidelines that they can follow to make the transition. 

If you want to see the updated Commerce Eligibility Requirements, you can go to Instagram’s Help Center. The requirements will be effective starting July 9 in all markets supported by Instagram Shopping. 

What does this mean for you?

Even before the pandemic, eCommerce has been one of the biggest revenue streams of many businesses. It’s been easier to reach more customers and make a much wider customer base online. eCommerce is also Instagram’s focus as it brings small businesses and creators into the platform. With millions of users, it’s a reasonable platform for small businesses and creators to dive into. It gives them a space to put their products and reach out to their consumers and potential customers in a more personal and direct way. 

YouTube is making actionable ads to make their ads more shoppable. 

Image Credit: YouTube

The number of advertisers using TrueView for action Spiked to 260% last year. TrueView is a tool for performance advertisers. Due to this increase, YouTube plans to bring product selection to these TrueView ads. Advertisers can now show their products in the TrueView for action ads. This YouTube’s newest test to increase platform e-commerce and digital purchasing transactions. Users need to click the expansion arrow for the action banner to see the selection of products below the video. This new option is basically a crossover between TrueView shopping ads and action banners. 

Your ads as a storefront

Director and Product Management of YouTube Ads, Nicky Rettke wrote in the company blog that brands today are using video ads when trying to promote new products. YouTube is one of the platforms that offer the best funnel solution for brands, it’s a social media where brands can connect with their audience and get the highest likelihood of making a sale. 

Advertisers and brands need to sync their Google Merchant Center feed to their video ads to make their video ads more shoppable. Brands can pick the products they want to feature and the product pages they want to direct the most traffic. 

Video action campaigns for SMBs

Another way to drive more conversions is by using video action campaigns. This feature brings your video ads to drive action to YouTube watch pages and home feed. Companies of all sizes, especially small businesses can effectively use this to drive results a lot quicker. 

What does this mean for you? 

There’s a new culture of shopping and purchasing altogether. In 2019, Google’s shopping campaign was extended to YouTube’s home feed and search results. It was a way to keep Facebook and Amazon from taking away Google’s top pace in retail as dollars. 

According to YouTube’s data, 70% of people purchase products from a brand after seeing them on the platform. Due to this, more and more advertisers have turned into YouTube’s video ads to connect with their customers directly. YouTube also offers analytics that enables brands to see the effectiveness of their ad campaigns. For brands and advertisers, this new actionable ad test will be one way to encourage people into buying your products. It is also a great start for brands to further establish a strong e-commerce presence. 

Google rivals Pinterest with its AI-powered app called Keen. 

An internal Google incubator, called Area 120, created an app called Keen. Keen was built by CJ Adams (Google’s Product Manager) and four other Area 120 employees. Their team collaborated with PAIR, People and AI Research. This team is behind the experimental apps of Google where, unfortunately, some don’t make a success. Its recent failed project was Shoelace, a social networking experiment that was shut down last April. The world was focused on the health crisis and thus, Shoelace wasn’t able to make that much noise. 

What is Keen?

This is a search and social discovery platform similar to that of Pinterest. Due to the similarities both apps share, Google is taking steps to reframe the app and differentiate it from the aforementioned app. Keen is expected to be a persistent tool that provides personalized search from various categories. 

First-time users will be shown a grid of public topics that they can explore. They can then save their preferred results from each keen or topic. The users can also create new keens based on their search queries. They have the freedom to either put their keen for public use by sharing it or keep it for themselves. The keen is divided into three sections – gems, explore, and search.  The gems have all of the users’ saved results, it can also be edited and updates. Adams said that Keen is facing a challenge such as the pressure of getting away with feeds and focusing on the users’ interests. 

Google has already released a number of social networks over the past, the most recent of which was Shoelace, and before that, Google, albeit with very little success. Keen is also a social media but more focused on getting peoples’ interests, social data, and other information. These data can be used for ad personalization for content across Google. It will be a useful tool for target advertising if it succeeds. 

What does this mean? 

Google is a tech giant and invests in apps that have potential. Keen is exactly that, it is a new platform that will be beneficial for marketers and advertisers if it makes it through despite competition. However, due to its newness, Google has to put more effort into making sure that people are aware of Keen and what it does. Without proper support, it may be just another project that the company will shut down.