Yet another month has passed, and with it what feels like a year’s worth of PPC related news and updates. Keeping up with all the goings-on can feel like an impossible task – but don’t despair! We’ve yet again compiled what we think are the most important/interesting stories from February. So without further ado..
Bing Ads Editor Released Labels For Dynamic Search Ads
If you cast your mind way back to the summer of 2017, you may remember our blog mentioning that Bing had finally allowed the use of labels in Bing Ads Editor. Last month, another label-related announcement left Bing Ads HQ; this time confirming its use for Dynamic Search Ads.
Labels are excellent for organising your account – and make creating rules and filtering a much nicer experience. We see this update as yet another welcome step towards a smoother user-experience for the often infuriating Bing Ads Editor interface.
Google Announced Keyword Planner Design Update
Some marketers using the new AdWords interface may have already noticed a new look for the Keyword Planner. The latest version is designed using the Google Material Design and is set to mirror the look of the new AdWords interface.
The update appears to be an attempt from Google to streamline the tool; an effort which is immediately apparent from looking at the home screen. Upon start-up, users have now only two options: ‘find new keywords’ or ‘get metrics and forecasts for your keywords’. Other updates include the addition of mobile search volume in the main chart (previously only total was shown here, with ‘mobile’ as an option from the drop-down menu), organic impression share, and organic average position.
Bing Launched ‘Fan’ Community
Last month, Bing launched a community for advocates of the advertising platform, with the intention of allowing users to aid in its future development. The community was organised to allow for global networking, feedback on Bing products and access to exclusive news and updates. We see this as an excellent opportunity to talk directly with Bing about anything which niggles you day-to-day. Who knows? Your feedback may be the spark which ignites the next generation of Bing search. If you’re interested, you can sign up here.
Yelp Released More Customisable Options For Ads
The updated Custom Ads on Yelp allow advertisers to select which photos and reviews are displayed in their ads. Alternatively, if you don’t have time, an algorithm will pick them for you.
If you opt to allow the algorithm to select the image/review for you, then Yelp will sample up to 30 variations to determine the best performing. If you advertise on the platform and wish to customise your ads, then simple select ‘customise ad’ in the business dashboard.
YouTube Studio Update Allowed More Visibility For Marketers
Historically limiting the amount of metrics available to users, Google announced last month that YouTube Studio will come out of beta – and with it, three new metrics: impressions, click-through rate and unique viewers. These are currently available to a limited number of users, but will roll out to more accounts this month. If you do create and upload content to a YouTube account, perhaps to supplement any paid ads on the platform, then these updates are sure to interest you. The heightened visibility will aid in analysis and strategy, as well as allowing for a better comparison between your videos and any paid ads you run.
Google AMP Launched New Feature To Load Ads Faster
‘Render on idle’ is a new feature available for advertisers using the DoubleClick AMP ad tag, which allows ads to load 12 viewpoints from the user’s scroll position (rather than just three) when the user’s browser is idle. Testing has demonstrated a 13% increase in impressions, and a 0.5% increase in clicks. Although testing shows only a small increase in clicks, it is a promising early sign; and for most advertisers that have the DoubleClicks AMP ad tag already set up, no further action is required to get ‘render on idle’ running.
Snapchat Update - Another Tool For Brand Awareness
The challenge for many advertisers, particularly for newer brands, will always be getting your products or services into the common consciousness of the consumer. Last month another potential branding tool was made available; Snapchat’s’ latest update, which allows users to tag others in their stories, has great potential for brands and influencers – particularly brands wishing to engage with a younger audience.
Essentially the update allows an influencer to ‘call out’ the brand in their story, making it easier for their followers to find their brand and follow it if they wish. We see this as having great potential for raising your brand awareness and, particularly if your target market is between the ages of 13 and 34, certainly worth pursuing. The influence of popular Snapchat users (some with followers in the millions) can be huge.
Bing Spoke About New Intelligent Search Features
Something which all marketers can probably agree on is the desire for Bing to become more intelligent. Last month, Bing spoke about three new intelligent search features with the intention to save people “time and money”. These features are Intelligent Answers, Intelligent Image Search, and Conversational Search. For avid Google users, these features may seem underwhelming in terms of innovation. However, advancements with Bing shouldn’t be belittled – especially for advertisers. These advancements enable Bing to deliver intelligent and personalised audience targeting, optimisation tools for campaigns, and generally more customised ad experiences for users. A couple of recent innovations include Dynamic Search Ads, as well as auto-bidding. Our advice: stick with Bing!
Google Move To Abolish Last Click Attribution
Rumour is rife in the world of PPC that Google is readying itself for the inevitable; that is, the abolishment of last click attribution (speculated to be on the cards later this year). The problem with last click remains what it always was; that the model ignores touch points that precede the final click before a sale – thus, keeping marketers in the dark regarding the contribution from upper/mid funnel activity. What does this mean for you? Well, you’re going to have to opt into one of the other attribution models available; be it Linear, Time Decay, Position-based, First-Click, or Data-driven.
Google Allowed Competitor Ads In Shopping
In response to the EU ruling last year, ads from competing shopping engines have started to appear in Google Shopping UK. In the new structure, competitors bid against each other in a new ad auction – a requirement laid out in the ruling to ensure a level playing field for advertisers.
How will this affect you? Expect more competition as the likes of Bing/Amazon ads could start showing next to your Google shopping ads, as well as those from price comparison websites. By adding a third-party step to the consumer journey (such as a price comparison site) the user experience is more long-winded and complex. As we know, the more clicks a customer must make on the purchasing journey, the less likely they are to convert; and if the process becomes too complex, customers could eventually stop using the service.
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