Các Update mới nhất về Google Ads năm 2021 - Tài liệu Google ban hành

1. Proprietary + Confidential
2021 Google Ads Updates
**NDA Customer only

2. Proprietary + Confidential
Proprietary + Confidential
MCC Structure Best Practice

3. Proprietary + Confidential
The right MCC Management and Best practice helps
you manage multiple Clients more efficiently
Best
Practice
MCC 1 MCC 2 MCC 3
➢ Up to maximum 4 layers of MCC
➢ Manage reporting & billing easier
➢ Ideal for clients with long-term
contract & >$80k spending per Q
Agency Name
Illustrative example hierarchy of MCC and Ads CID
MCC Client A
MCC Client B
Client A CIDs
Client B CIDs
Other smaller clients
-> Action: Create a separated MCC for your top
spenders

4. Proprietary + Confidential
Proprietary + Confidential
Video campaigns

5. Showcase your brand
on our most unique,
premium ad unit
The masthead is the
only reserve ad unit
featured at the top of
the YouTube home feed
making it the first thing
your audience sees
when visiting the
YouTube homepage
Youtube Masthead booking only available in CPM format
*YOUR AD HERE*
*YOUR AD HERE*
*YOUR AD
HERE*
First Watch. Massive Reach. Auto Play
*YOUR AD HERE*
*YOUR AD HERE*
**Contact AM for booking

6. Video Reach Campaigns
15s / 20s Skip Ad
6s Skip Ad
Awareness Mix
Reach Mix
Flight Minimum 5 days (Awareness) or 1 day (Reach); No Maximum
Budget Min $500 USD per day
Bids tCPM bidding and buying
Format
Awareness Mix: 1 or more :15s video ad (:20s allowed in certain markets)
Reach Mix: 1 skippable video ad (best if <30s) + 1 6s video ad (minimum 1 each per ad group; no
max)
Beta
Awareness
Lower your eCPM while maintaining your desired video completion rates
using a combination of non-skip and skippable in-stream assets.
Non-Skips are the best format for Brand Awareness - and using the VRC
optimization will lower CPMs vs. buying non-skips on their own.
Unique Reach
Reach more people while maintaining your average eCPM using a
combination of 6s Bumper ads and skippable in-stream assets. Both
Bumpers and TrueView for Reach are the best formats for maximizing reach
- and using the VRC optimization will find the best split between these
formats at the lowest CPM.
**Contact AM for booking

7. Proprietary + Confidential
Gmail ads
Starting July 1, 2021 Gmail ads
campaigns will become “read only”.
This means that after this date,
advertisers will not be able to create
new Gmail campaigns or make
changes to existing Gmail campaigns,
including edits to existing Gmail ads.

8. Proprietary + Confidential
Proprietary + Confidential
Shopping campaigns

9. Proprietary + Confidential
google.com Shopping Tab Image Tab
Google Shopping
Formats + Shopping placements
Shopping Ads allow you to showcase
your products across surfaces such as
.com, the Shopping Tab, Image
Search and partner networks. By
participating in Smart Shopping
Campaigns you can further expand
your reach to Gmail and Display
remarketing.

10. Proprietary + Confidential
Proprietary + Confidential
AMER AMER AMER AMER
AMER APAC EMEA LATAM
Reduce the time to onboard
● Improve onboarding integration with Shopify, incl. policy requirements
● Automate initial policy reviews & improve accuracy detection (H2)
● Leverage 3P trust signals and provide more mScore actionability (H2)
Feed Optimization
● Simplified feed creation
and maintenance (H1)
● Better Optiscore
integration (H1)
Better Notifications
● Notification framework
within GMC to alert (H1)
Shopping feed optimizations
We’re reducing friction for new and existing
merchants with several solutions aimed to reduce
the time to onboard and minimize time spent
troubleshooting.
Google Shopping
*Timelines are estimates & are subject to change*

11. Proprietary + Confidential
Proprietary + Confidential
Reporting

12. Proprietary + Confidential
Before
● Google Ads Account Front End UI
● Reporting within One Time Range
● Flat table
NEW! Introducing Auction Insights in Reports
Now
● Front End & Google Ads Reports
● Master Account & Account-level Reporting
● Time Series Charting
● Compare Different Time Periods
● Visualization with Custom Charts
Competitor A
You
Competitor C
Competitor D
Competitor E
Competitor F
Competitor G
Competitor H
Competitor I
Competitor J
Competitor K
Learn more

13. Proprietary + Confidential
3 Steps to Easily Pull & Customize
Data with Pre-Defined Reports

14. Proprietary + Confidential
Proprietary + Confidential
1. Pull Report (Master Account & Account-level)
1. Access Auction Insights Pre-Defined
Reports (or Create a Custom Report)
2. View Table and identify key
accounts or campaigns to address
● Access on Account or Master Account Level
● Select Account, Campaign, Adgroup,
& Keyword level data
● Drag and drop columns/values on the right to
include/remove metrics
Identify accounts with low
impression share or dips in
performance by comparing
time periods in the Master
Account level report. Then
use pre-defined reports in
the identified account drill
into specific campaigns, ad
groups, and keyword data.
Pro Tip
example.com
example.com
example.com
example.com
example.com
example.com
example.com
example.com
example.com
example.com
example.com
example.com

15. Proprietary + Confidential
Proprietary + Confidential
Note: Charts are
currently not available
on the Master
Account-level but
will be launched soon!
2. Create Chart (Account-level only)
● Convert data into visualizations by clicking
“Table” and selecting chart type
● Make sure to select “Display URL Domain”
● Drag and drop values from the right hand panel
● Select from 7 options across Search and Shopping
● Download or Schedule charts as desired
1. Convert Table to Charts 2. Customize Metrics and Export

16. Proprietary + Confidential
3. Customize Data (Master Account & Account-level)
● Drag and drop values from the right hand panel
● Select from 7 options across Search and Shopping
● Access the help center to understand Auction
Insights definitions
● Click on Value Headers in the right side panel
(or top of tables) to reveal filter & sorting options
1. Custom Metrics 2. Sort/Filter Auction Insights Metrics

17. Proprietary + Confidential
3. Customize Data Cont. (Master Account & Account-level)
● Click on the filter icon for campaign, keyword,
& adgroup filters
● Account filters are available on the Master
Account level
● Use the comparisons toggle (NEW!)
1. Add Account/Campaign Filters 2. Customize Period Reported

18. Proprietary + Confidential
Attribution reports now include
YouTube and Display ads
February 18, 2021

19. Proprietary + Confidential
Measure the Full Value of YouTube & Display
Beta

20. Proprietary + Confidential
Adopt parallel tracking for Video
campaigns by April 30, 2021

21. What is Parallel tracking?
With parallel tracking, users will head immediately to your landing page after clicking your ad
while their browser processes URL tracking requests in the background. We've seen this help
users on slower networks reach landing pages up to several seconds faster. When more
visitors can reach and engage with your site more quickly, this can help reduce wasted ad
spend and increase conversions for your business.
All accounts will be automatically opted into parallel tracking on October 30th, 2020

22. Proprietary + Confidential
How click tracking works today:
Click on an ad Tracking URL Possible redirects Final URL
Click tracking with parallel tracking:
Click on an ad Final URL
Tracking URL Possible redirects Final URL

23. Proprietary + Confidential
Parallel tracking is an account level setting in Google Ads