Terminology changes come with some new functionality, including the ability to set different CPA targets at the ad group level within the same bid strategy. Google is going to be rolling out a revamp of AdWords automated bidding.
Brands Will Spend More on Banners Than Video Ads for Foreseeable Future. For years marketers have put more of their digital budgets into search engines' coffers than publishers', but that won't be the case this year or any year to follow, according to the latest estimates from eMarketer.
Display advertising is a bit of a mystery. You’re paying for impressions and clicks on sites you don’t own. You have countless referral sites and it is entirely onerous to track the opportunities and revenue generated from each display ad.