Google has introduced a new metric column called “% Served” for Demand Gen campaigns. This new feature is designed to help advertisers better understand ad delivery within an ad group, offering valuable insights into how Google’s algorithms prioritize videos.
Previously, advertisers often had to rely on a one-video-per-ad-group strategy to accurately analyze performance due to the absence of a comparative metric. The “% Served” column changes that by providing a breakdown of ad delivery across multiple videos in an ad group. This allows for:
- Better comparisons: Advertisers can now see how Google’s algorithms distribute impressions among videos.
- Smarter optimization: With a clearer picture of performance, advertisers can make data-driven decisions to refine their campaigns.
The addition of “% Served” provides what Google describes as a “soft understanding” of ad performance. While it may not deliver precise analytics, it smooths out campaign management by highlighting which creatives Google favors in serving impressions.
This update was discovered by Joey Bidner.
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