In the News: Google, Facebook, and YouTube Share New Ad Updates

Sep 2020

As a business owner, you are always trying to find ways to raise brand awareness and encourage your audience to buy from you. Now, Google, Facebook, and YouTube are making changes to their ads platforms to help.

Google Creates a New Way to Track Video Ad Conversions

Although users may not physically click on an ad, it doesn’t mean that they are not influenced toward conversion by that exposure. 

There are various ways to estimate this, but this week Google announced that it’s adding a new way to better correlate conversions with video ads, even if the viewer doesn’t click.

By the end of the year, Google says that it will make engaged-view conversions (EVCs) a standard way of measuring conversions for TrueView skippable in-stream ads, Local campaigns, and App campaigns.

EVC will keep track of who’s viewed your video ads, based on their IP address or device tracking info, and provide you with insight as to whether they’ve actually gone on to make a purchase after seeing your promotion. 

Facebook Sets Limits on the Number of Ads Businesses Can Run

To help maximize ad performance, Facebook now has ad limits that control how many ads a business can run at a time. Depending on the size of your business, the limit is different:

The new limits will go into effect February 2021, so you still have some time to refine your ads in order to meet the thresholds. Advertisers will be able to see when their ad limit will go into effect within Ads Manager.

YouTube Gives Marketers New Ad Tools 

According to YouTube, watch time for YouTube content on TV screens has jumped 80% year over year. With the increased amount of watch time, YouTube has decided to add some new elements to help improve your YouTube ad campaigns, including advanced data insights and new category targeting.

To give marketers more options for where they should put their YouTube ads, YouTube’s adding dynamic lineups, which segments videos based on their content with YouTube’s machine learning systems. These machines can better determine what each video is about. With better machine learning, marketers will be able to better target their audiences.


Google and Facebook still hold the largest share of total U.S. digital ad spending, with 37.2% and 19.6% respectively.

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