October - you were over too soon and yet you bought so much. Let’s take a look back over a month which has brought many new features and updates to the world of paid search.
Google announced that AdWords daily budgets can automatically overspend
And not just by a small amount; up to twice your daily budget. Understandably, this amendment to the way that daily budgets are handled caused a moment of panic with many advertisers. However once the dust settled everyone realised it’s not as bad as it sounds – Google has assured advertisers that they will not be charged more than their monthly charging limit.
We actually think that the methodology behind this change makes sense; campaigns will perform better in periods which see dramatic changes in performance.
Bing Ads announce dynamic search ads for UK and US
Last month Bing announced yet another huge step towards account automation with the introduction of dynamic search ads. Advertisers in the UK and US are now able to let Bing’s algorithm match searches and generate ads. We strongly advise the inclusion of dynamic search ads, particularly for advertisers in e-commerce who have hundreds of products onsite and not a great deal of time to generate ads by hand.
Bing launches automatic bid strategy to ‘maximise clicks’
With automation seemingly on the brain, Bing has also announced an automated bid strategy with the intention of maximising clicks; this feature is currently being rolled out to all territories. In order to set your bids to ‘maximise for clicks’, navigate to the ‘Bid Strategy Type” drop-down list and select ‘Automated bidding: Set my bid to maximise clicks”.
Google rolled out new AdWords interface to all users
If you haven't yet had the privilege of trying out the new AdWords interface through early BETA testing, then you’ll be happy to learn that the new-look AdWords interface has been rolled out to everyone.
So now is the time to get yourself familiar with it before the ‘old’ version disappears completely. We’ll be writing our first impressions blog post soon.
Google announced ‘parallel tracking’ to speed up landing pages for mobile
Google has been focusing a lot of attention recently on speeding up mobile, the most recent venture being a change to the way tracking parameters are handled. Instead of processing the tracking alongside the landing page (which can add “hundreds of milliseconds” to load time) Google is introducing ‘parallel tracking’; which will process the tracking in the background – so that the user can go straight to the landing page. If you use third party tracking, I would check in with them, as they may need to update to accommodate.
Amazon ad revenue doubled year-on-year
According to their third-quarter data, Amazon ads drove revenue of over $1 Billion last quarter– recording a year-on-year growth of 58%. In terms of growth, Amazon’s ads are one of the fastest growing parts of the company; reflective of their efforts in attracting business from search marketers and agencies. Last month we touched on how Amazon is now dominant for customer’s product starting point which, coupled with these figures from Amazon, reaffirms the potential influence the company can have in your customer’s buying behaviour.
Google announce changes to location identification for searches
Searches on Google will now correspond with the user’s actual location rather than the domain they enter. For example, if you’re in the US and search for “google.co.uk” (the domain name for the UK site) then Google will automatically direct you to the US site. This update is designed to bring more relevance to user’s searches as, according to Google, one in five searches are now location-related. Users can still change their search settings if desired, but typing in the relevant ccTLD into a browser won’t cut it; users will now have to navigate to their settings and select the preferred country.
Google rolled out the attribution beta to more advertisers
Google Attribution is a new product designed to help marketers see how high and mid-funnel interactions impact conversions, and allow for better understanding of the cross-device/channel problem. The beta has now been rolled out to hundreds of advertisers with some, for example HelloFresh, seeing a 10% increase in sales. The primary function of Google Attribution is to shed light on the actual journeys customer’s make towards a conversion. If you haven't got access to the beta yet you can fill in this form to receive updates.
We’re excited for the developments in Google Attribution here, as increased clarity throughout a user journey should be welcomed in making us marketers more accountable in our actions.
Bing started rolling out new overview tab
This tab offers a customisable top-level view of your account’s performance, and can be found under the main campaigns page. If you’re familiar with the overview pages in the new AdWords interface than the Bing effort will look very familiar.
You can resize, move or delete the tiles; allowing you to display only the metrics which are relevant to you. Campaign and metrics filtering can also be applied to the whole of the tab. We love Bing here at Genie - so this change is welcomed in giving increased visibility at a glance.
Microsoft search revenue growth reached a yearly high
Last quarter was the most successful quarter all year for Microsoft, with growth of 15% (compared to around 10% for each previous quarter). The vast majority of search revenue comes from Bing, however LinkedIn also grew with sessions increasing by 20% and driving $1.1 Billion in revenue. We come across many advertisers who think that advertising on Bing isn’t a priority; however, consider that 30% of US searches occur on Bing – and this number is growing all the time. Orchestrated correctly and Bing can be very profitable, often with much lower costs-per-acquisitions than AdWords.