Welcome everyone! I trust those of you in the US had a relaxing 4th of July weekend. While we were busy with barbecues and forgetting sunscreen, the ever-evolving world of online advertising kept on spinning. Let’s dive into the latest updates you should be aware of.

Facebook Brings Back Reach Estimates for Custom Audiences

After nearly 18 months of absence due to privacy concerns raised by Northwestern University researchers, Facebook has announced the return of reach estimates for custom audiences. With enhanced security measures in place to protect user data, these estimates will be gradually reintroduced to Facebook Ads accounts randomly between now and year’s end. For the uninitiated, a custom audience is a group of Facebook users who have interacted with your business. You can tailor these audiences based on specific interactions, like past purchases, website visits, or engagement with your Facebook content, aligning with your advertising objectives.

Given the flexibility in defining your target audience, the potential reach—the number of unique users who see your ad—can vary significantly. This is precisely why Facebook introduced reach estimates initially—to provide clarity on the estimated number of unique users you’re likely to reach based on your chosen targeting. Practically speaking, this is incredibly useful. A high reach estimate can help avoid wasting resources on ineffective impressions and clicks, while a low estimate might suggest overly narrow targeting.

Google to Show More App Ads in Search

In a move to broaden the audience for app advertisers using paid search campaigns, Google has announced its plan to increase the frequency of app ad displays to iOS mobile users. If you leverage Google Ads to promote your mobile app, expect to see iOS browser-based app installs and in-app conversions reflected in your campaign reporting later this month.

As those familiar with app campaigns (formerly universal app campaigns) know, search results pages are just one of many platforms for your app ads. Google Play, the display network, YouTube, and partner websites are also part of the mix. However, the latest announcement indicates that only search ads will experience this expanded reach. While not a monumental shift, it’s advisable to monitor your daily ad spend. Since app campaigns grant Google Ads the reins to optimize bids based on your goals, there’s a possibility of overspending. Keep a close eye on your bids over the next few weeks to ensure you’re not exceeding your budget.

Microsoft Introduces New Prominence Metrics for Bing

Addressing the demand for more comprehensive insights into search engine results page (SERP) visibility, Microsoft Advertising (formerly Bing Ads) has introduced a suite of new metrics for search advertisers. Designed to bridge the gap with Google Ads, these prominence metrics aim to provide Bing advertisers with a clearer understanding of their SERP performance and optimization opportunities. Here’s a rundown of the new metrics you’ll find in your Microsoft Advertising account this month, all accessible at the campaign, ad group, and keyword levels:

• Top impression share: The percentage of impressions originating from the top of the SERP
• Top impression share lost to budget: The portion of top impression share lost due to budget limitations
• Top impression share lost to rank: The portion of top impression share lost due to auction performance
• Absolute top impression share: The percentage of impressions secured in the top search result position
• Absolute top impression share lost to budget: The portion of absolute top impression share lost due to budget constraints
• Absolute top impression share lost to rank: The portion of absolute top impression share lost due to auction performance

Image courtesy of Microsoft. An interesting takeaway from the announcement blog post is that average position, a metric retired by Google Ads earlier this year, will remain on Bing. As per Nahva Tecklu, the program manager behind the post, Bing advertisers have strongly advocated for retaining average position as a prominence metric, highlighting the controversy surrounding Google’s decision.

Instagram Gradually Introduces Ads to the Explore Tab

In a bid to enhance advertiser-user connections and capitalize on its continued growth, Instagram has announced a “slow and thoughtful” rollout of ads within the Explore tab in the coming months. Currently, when a user accesses a feed from an image or video in their Explore tab, it might feature paid content from related brands. Initially, these brands will be carefully selected by Instagram to pilot this new ad format. A wider release to more advertisers is expected later this year.

Image via Social Media Today. This development follows a recent decision by Instagram to revamp the Explore tab significantly—incorporating Stories content and a redesigned top navigation bar to promote Shopping and IGTV. Considering that a majority of Instagram users visit their Explore tabs at least monthly and the app’s evolution from a casual social platform to a legitimate e-commerce hub, monetizing this space makes perfect sense. Observing Instagram’s animation of Explore ads in action (partially depicted above), one can’t help but draw parallels to another recent ad format—Google’s discovery ads. Despite the fundamental differences between Instagram and Google, Explore and Discover clearly share the objective of connecting users with fresh content. Since users gravitate toward Explore and Discover with a thirst for novelty, it stands to reason that many would be receptive to discovering new businesses as well. Essentially, both ad formats empower advertisers to initiate valuable interactions and introduce their brands to relevant audiences. These high-funnel engagements, in turn, pave the way for the sales that are crucial to business success.