Yesterday morning at Google’s AdWords Livestream 2015, the AdWords team announced several exciting new features. The features they’ll be launching fall into three broad categories: ad experiences, automation, and measurement. Here’s a run-down of each:
For Automobile Ads, Hotel Ads, Shopping Ads, and Comparison Ads the big theme across all is an emphasis on interactive. Google is releasing a number of enhancements to the creative formats for different verticals by making them more interactive, with a greater emphasis on images and integration with mobile apps. With these enhancements, Google is looking to move advertising beyond just text ads, which are the most common ad format today. This is an understandable move, as ads containing images are proven to drive higher levels of user engagement, according to eMarketer, with a 28% growth in clicks for image-based ads versus just 4% for text ads in Q2 of 2014.
In today’s world, advertisers need to manually create campaigns and set bids for Dynamic Search Ads. Google acknowledges that this can be a cumbersome task that is difficult to scale for advertisers with expansive keyword sets. With the launch of the new Dynamic Search Ads, an improved workflow will allow advertisers to simply type in a URL and view recommended CPCs provided for their categories. Additionally, the introduction of automation into the DSA workflow demonstrates Google’s intentions of moving away from keywords and towards more macro targeting. Google has also announced auto-resizing of GDN ads to help advertisers save time and make it easier for them to reach their audience through Display. For bidding, Google is launching a CPA bid simulation report that will allow advertisers to simulate bids for target CPAs on search and display, as well as an enhanced bid strategy dashboard in the Shared library that will allow advertisers to review the status of their bid strategies over time.
To provide advertisers with the full value of digital and insight into their advertising performance across devices, Google is enhancing their analytics and reporting capabilities. These new capabilities will allow for better conversion and attribution tracking across devices. The first step in this process will be the integration of Estimated Total Conversions (ETC) to bidding to help inform better bidding and budgeting decisions. Later this year, advertisers will be able to take action on cross-device conversions for automated bidding and to include cross-device conversions as part of the conversions column in AdWords. The goal is to provide advertisers with the ability to track cross-device conversions that started on the web and finished on the app, regardless of device type. Attribution was also discussed, with the integration of data driven attribution into AdWords to make attribution actionable for Search. This integration will allow you to break down the customer journey and measure every moment using your own conversion data to value attribution. This will allow Google to calculate the actual contribution of every keyword in your account and optimize for the best performing keywords across the conversion path. Coupling this new feature with automated bidding will allow you to optimize keyword bids based on the actual value of your Search ads.
All these new enhancements are planned to roll out over the course of the next few months so stayed tuned to Marketing Insights for more updates as we provide all the details you need to you know as they launch.
Last week, Yahoo and Microsoft announced that they are revising the terms of their search partnership in hopes to “improve the search experience, create value for advertisers and establish ongoing stability for partners”, according to the Yahoo press release.
First, some background on the partnership. Yahoo and Microsoft formed a partnership in 2009 in an effort to help provide advertisers with a viable alternative for online search advertising by combining the technology of both companies. Based on the original terms of the agreement, Microsoft would provide paid and algorithmic search services on desktop to Yahoo exclusively. Additionally, a revenue sharing agreement where Microsoft pays Yahoo a percentage of Bing Ads revenue delivered from Yahoo searches.
What will change? The changes to the partnership agreement will come into effect starting in Q3 2015. These changes include:
With these changes signifying Yahoo’s decision to take a greater ownership over their search ads, this is a great time to consider including Gemini in your advertising strategy. As Gemini’s presence in the advertising world continues to grow, it is worth looking into expanding your audience reach with this versatile platform that provides advertisers with the ability to advertise across mobile and desktop devices for both search and native ads. For more information on Gemini, please refer to this blog post: Native Joins Search with Yahoo Gemini.
The mandatory Google Upgraded URLs July 2015 deadline will be here before you know it, at which point all URLs on AdWords will be migrated over to the new URL structure. With less than three months to go, it’s critical for Google advertisers are prepared for migrating, maintaining and optimizing their URLs across their entire program in the future. Advertisers need to ensure they have the necessary technology and knowledge to allow for a simple, seamless migration and URL framework. So the real question is, are you prepared?
For Google advertisers with third party tracking values, migrating URLs across an entire program can be a giant undertaking. Some advertisers may be wondering what the best way to handle the migration is to ensure that there is limited disruption to existing ad campaigns. While there are many ways to go about this, we’re here to provide you with our best practice guide for the Upgraded URLs migration.
The migration process for Upgraded URLs is a new experience for all advertisers so it may be difficult to assess what exactly needs to be done, and when. That said it never hurts to have a helping hand to assist you in navigate through the necessary steps to successfully transform your existing URLs into the new Upgraded URLs. In May, Marin will be providing a migration portal that will give advertisers step-by-step instructions outlining what they need to do and when, an overview of their account, the components that will be affected, and access to a wealth of other helpful resources at their fingertips.
How you set-up your URLs during the migration will have a direct impact on the management of your URLs going forward. To ensure that your new Upgraded URLs are set up in a way that you can easily change and scale going forward, it is recommended that you use a shared account-tracking template approach. This template solution will make it easier to make changes in the future by allowing you to make basic tracking parameter changes to URLs without having to going through the Google editorial review process, which requires taking keywords and ads offline. Ultimately, this solution results in cleaner looking URLs with increased readability. With Marin, we will take your URLs from the account tracking template, and then through the use of an automated tool, we will transfer your existing URLs to the new structure making them available for your review. From there, you will be able to traffic your URLs to the publisher at your convenience.
After the migration, the ongoing management of your Upgraded URLs can be simplified with the help of a tool that understands the challenges that come with adopting to the new URL structure. Marin offers a pop-up side panel that allows you to make URL edits on the spot while you’re looking at your campaigns, keywords, and groups, a URL builder to help you easily piece together the three components of new URLs, and a preview feature to help you troubleshoot your URLs before publishing.
As there are many different options available out there to help you handle the Upgraded URLs migration, choosing the right one for your business needs will help to ensure that you hit the ground running with Upgraded URLs!
Bing has just announced that they will be launching Upgraded URLs for Bing Ads with a rollout plan starting May 2015. As many of you are still planning out your migration plans for Google Upgraded URLs, the very thought of having to throw Bing into the loop right now may be panic inducing! However, there’s no need to worry, as we’re here to help provide you with all the information you need to make it through this transition smoothly.
First things first, there are two important dates to remember for this launch:
Bing is adopting Upgraded URLs in order to help make it easier for their advertisers to copy their ads from Google to Bing. Instead of having to adjust URLs when managing between Google and Bing, advertisers can save time and streamline their workflows knowing that their URLs will function seamlessly between the two publishers.
With this launch, advertisers on Bing will be able to use their existing AdWords tracking templates (at the account, campaign, ad group and entity level) and URLs (both Final URL and Final Mobile URL) to reconstruct a Destination URL that Bing Ads is able to understand.
Bing has provided the following table to explain the effect of Upgraded URLs on destination URLs of text ads, keywords and sitelink extensions. It also outlines how Bing Ads will handle Destination URLs, Final URLs and Final Mobile URLs during Google Import. However, it is important to note that Bing will not be able to import URLs with custom parameters in from Google.
In addition to Bing’s support for Upgraded URLs, Bing is also rolling out support of new dynamic text placeholders in Bing Ads Destination URLs.
Continue to stay tuned; we will be sure to update you with more details on this launch as they’re provided!
The event that the Search industry has dubbed “Mobilegeddon” is almost upon us. Starting April 21st, Google will be updating its algorithm to increase its emphasis on “mobile friendliness” when ranking search results. Many of you may be wondering what changes to expect, since Google has always factored in “mobile friendliness” into quality scores in the past, so here’s a breakdown of what this change is all about and some quick tips on how to stay on top.
With 15% of the world’s population owning and using tablets, and over 25% owning and using mobile devices according to an eMarketer study, it makes sense to make sure that you offer a positive user experience for these consumers who click on your ad while on these devices. While Google hasn’t provided very many specifics on the mobile update, what we do know is that advertisers who do not have landing pages that are up to the standards of Google’s revamped “mobile friendliness” standards will experience dramatically lower search visibility.
Here are three easy ways to make sure you’re prepared:
This may appear to be a no brainer, but just because your site looks great and works amazingly on the desktop, does not necessarily mean that that experience will automatically translate to tablets and mobile devices. If you don’t currently have a responsive website (using responsive web design), make sure you create a mobile version of your desktop site. Nothing is worse than having a consumer click on your ad, only to lose them through a website that they can’t navigate through.
Google has provided a helpful link for you to evaluate the mobile friendliness of your website, aptly named the Mobile Friendliness Test. In addition, to get a full report on mobile usability issues for your site, check out Google’s Mobile Usability Report. It is worth noting that Google hasn’t said what will change in their requirements on April 21st, but these tests are a great start to see if your website meets the basic standards for a mobile optimized website.
Make sure that the right consumers are seeing your amazing mobile optimized website. It’s important for advertisers to note that mobile users tend to be searching for different things than those on desktop and often, the keywords that are most effective on these devices differ. Searches done on a mobile device tend to be for quick answers such as location or contact information, so make sure to keep those in mind when selecting keywords and optimizing your campaigns for mobile.
Even though we won’t know to what extent advertisers will be affected when April 21st hits, these tips will help you to be prepared for whatever may come.
If you’re running Twitter Ads and wondering why your cost per action is high, this post will show you how to use Twitter’s campaign reporting and analytics to deep dive, optimize, and refine your campaigns.
In order to take advantage of these actionable insights, you must have Twitter’s conversion pixel installed. If you don’t, log into Twitter Ads and navigate over to Tools > Conversion tracking to get set up.
Let’s take a look at a few of the reports available that can be used to improve your campaign’s performance. To begin, click into a campaign you’re interested in optimizing and navigate to the left side where you’ll see this:
Like any other advertising channel, you’ll want to test out different variations of copy to see which one drives the most conversions. You can see the results of how each tweet performs in the Tweets tab. The test below shows three different tweets, one standard promoted tweet and two website cards.
For this campaign, you can clearly see that website cards are more effective than a standard promoted tweet in driving whitepaper downloads. From a simple calculation, we can see that the conversion from site visit to download is 22% for website card versus 17.5% for standard promoted tweet. Even looking at the first two tweets, which are identical in copy, the website card performs better.
There is a belief that website cards perform better because it’s more visually appealing and takes up more real estate in the timeline, but that’s not always the case for all our campaigns. Each audience is different and should be treated as such.
Recommendation: Pause the lower performing ad so spend gets allocated to the better performing ads. Test a variety of different ads and see what the audience resonates with best.
Keeping in mind that 80% of Twitter’s active users are on mobile, it’s crucial to understand how your mobile landing page experience is on multiple devices. If you take a look at the campaign below, desktop and laptop users are much likely to convert in comparison to mobile.
Recommendation: Build campaigns to target only one device each. By doing so, you will be able to clearly see and optimize the experience for each device closely and use your budgets more wisely.
When you add in all of your locations into one bucket, you lose control of how that spend gets allocated and you are unable to control or tailor ads specific to that location. Take a look at the distribution below and you’ll see that New Zealand barely gets any love. Even when increasing budgets, United States and Canada will eat that spend up because it’s likely that there are more users in those locations that are engaging quicker than those in other regions.
Recommendation: Build campaigns to target only one country each to have better control of budget allocation and to scale more in the desired geography.
If you’re running campaigns where you’re targeting specific Twitter handles, this report is extremely crucial to your campaign success. The Handles tab will allow you to see how much spend is allocated towards different handles and how each of those handle segments performs. It is likely that more spend will shift towards popular handles with a lot of followers, assuming they are engaging with your tweet.
Recommendation: This report should be pulled often and monitored closely to reduce spend on irrelevant handle targeting. Keep targeting the handles that are performing successfully and remove handles that are generating too much spend with low conversions.
If you are finding a number of handles eating up too much of your spend, there are two course of action:  if they are performing successfully in the existing campaign, keep them in the existing campaign, remove the lower spending handles and move them into a new campaign or  if they are not performing successfully but you want to try to continue optimizing, remove the popular handles and move them into a new campaign. The rule of thumb is when something performs well, don’t touch it.
By using all of these different reports, you’ll be able to quickly understand how your spend is allocated and see what tweets, platforms, locations and handles are driving to your desired goals.
Social publishers grow up so fast…
Check out this infographic of Twitter milestones.
Ever since its inception, through to its IPO in November 2013, the challenge for Twitter has been to balance the need to monetize its platform with ads without alienating its loyal user base. So how is it doing?
Overall Twitter ad revenue increased 97% (Feb ’14-Feb ’15). This is because Twitter has become a highly attractive advertising medium for savvy advertisers. Twitter has worked hard to attract marketers by broadening its advertising options, opening up more audience data and launching new capabilities to reach users, such as pinned tweets and Vines. In the US it’s even testing a ‘buy’ button. These moves have been important for brands, who might otherwise fear their message could be drowned out by the sheer volume of noise on the platform – over 9,000 tweets are posted every second.
Twitter has also been quick to embrace mobile, something Facebook admits it took longer to do. Smartphone adoption is a key reason Twitter will continue to grow in the years ahead; mobile already accounts for 85% of Twitter usage and 85% of all its ad revenue.
All of this appears to have been achieved without upsetting existing users – it’s hard find any evidence that ads are creating Twitter quitters. Growth of new users has slowed, but Twitter is still on course to hit 400m users this month, that is an astoundingly large audience.
The bottom line is that Twitter will continue to attract advertisers if the advertising continues to work and if users are kept happy; keeping this balance in check will be critical. The signs are positive, Twitter is a here to stay for at least another 9 years and will continue to grow as an important channel for digital marketers.
Advertisers can use the Marin Social platform to manage Twitter ads alongside Facebook. Request a demo today.
In March, Bing will begin migration for phase 2 of their unified device targeting update. This phase includes the elimination of explicit mobile device targeting. Last year, Bing launched unified device targeting as a way to simplify Bing Ads for advertisers. For those unfamiliar with unified device targeting, the first phase was the consolidation of tablet and PC/laptop campaigns. With this change, targeting selection for mobile will be merged along with desktop and tablet devices. While Unified Device Targeting no longer allows advertisers to target devices explicitly, Bing is allowing for bid modifiers available for tablet and mobile.
A few benefits to be expected from this change include simplifying the workflow for managing Bing ads with more streamlined targeting and making it easier, and more efficient, for advertisers on multiple search publishers to manage ads now that Bing ads will be structurally compatible with Google.
In preparation for the migration, here are three best practice tips to keep in mind:
URLs are the key to tracking revenue and conversions back to keywords. For any advertisers that want to get conversion and revenue reporting data by device, it is recommended that they tag their URLs by device type.
Advertisers should use this opportunity to figure out why their ads may be under-performing. As advertisers are taking the time to review their campaigns, they should keep in mind factors that might be getting in the way of them reaching their advertising goals. Things that advertisers should consider – Are my budgets reasonable and high enough to factor in additional volume from mobile? How are the Quality scores for my ads? Perhaps it may be worth revamping my landing pages. Are there any keywords I should add to target mobile users?
Don’t be shy when it comes to testing out new ideas on a few campaigns before the deadline.
For any advertisers that have been considering leveraging a third party platform to help with managing their campaigns, this is a great time to bite the bullet. Platforms, such as Marin Software, can not only help advertisers with the migration process, but also offer tools that allow advertisers additional levels of control.
For example, even though Bing campaigns will be now target all devices, advertisers can optimize at the device level using Marin device level reporting and modify their bid adjustments accordingly.
By being prepared, advertisers can ensure that their campaigns play well and succeed with mobile, tablet and desktop devices.
Today Google formally announced the launch of their long anticipated upgraded URLs. We understand that many Google advertisers out there are wondering what this change means to them and how they will be impacted. In this post, we hope to provide answers to the main questions out there regarding this mandatory change and hopefully help put you at ease.
For starters, what are upgraded URLs?
Google is introducing upgraded URLs to help advertisers track ads and execute changes more efficiently. You can now specify separately two pieces of information for your URL: 1) The landing page URL – the landing page were the user will go when they click on the ad, and 2) Your tracking information – the values you’d like to track about your ad performance which can be at the account level. As a result, you will no longer need to update ads, keywords, or sitelinks every time you need to add a tracking parameter to your URLs.
What do I need to do?
Google is requiring all advertisers to change the structure of their URLs to the new upgraded format by mid 2015. While Google will automatically do the most basic migration of all non-redirect URLs to the new format on the deadline, it is recommended that advertisers proactively take charge of updating their URLs ahead of time in an effort to conform to Google’s “best practices” structure.
Wait, I need to individually update each of my URLs? That’s a lot!
Yes, Google does require advertisers to update all of their URLs, which is a daunting task considering the volume of URLs the average advertiser has to deal with. To help mitigate the chance of errors and any potential negative impact on campaigns, there are tools out there that will assist you with making this update easy and painless. Platforms like Marin Software not only offer a migration tool to easily upgrade all your URLs according to best practices prior to the deadline, but also offer resources to help answer any questions or solve issues you may have along the way – helping to eliminate any disruption to your campaigns.
Got it, so what should I do now?
Take the time to figure out the right strategy for upgrading your Google URLs. This will help you experience a smoother transition and allow you to focus solely on the benefits that new upgraded URLs have to offer.
This is a guest post from Peter Harrington, Sr. Product and Partner Manager at Bing Ads.
With the New Year come resolutions of all shapes and sizes. For advertisers, resolving to spend search ad dollars more effectively and successfully in 2015 has never been easier to achieve.
As has been reported, Bing Ads saw an average CPC of $.78 compared to $.93 on Google (Q3 2014). And in head-to-head comparisons across eight different verticals, the Yahoo Bing Network had a CPC equal to or lower than that of Google in seven of the eight verticals.
While it’s hard to argue with a lower CPC, choosing the best place for your search advertising spend is not just about cost. By providing unique levers that allow advertisers to optimize campaigns even further, Bing Ads offers you a significant opportunity to increase traffic and revenues with even lower CPCs. Simply follow these three easy steps:
First, monitor and optimize your quality score. The Bing Ads quality score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers’ search queries and other inputs. A high quality score can help improve your performance and deliver lower CPCs. The key is to understand what is driving low quality scores (landing page relevance, user experience or keyword relevance) and make changes accordingly.
When compared to AdWords, Bing Ads is unique in factoring relevancy and experience of the consumer into quality score, and not bids, allowing advertisers to focus more on messaging and customers.
Second, take advantage of Bing Ads’ device bid modifiers. As any savvy advertiser knows, not all devices are created equal, so having the opportunity to modify bids across devices is critical. This is where Bing Ads is distinct, allowing advertisers to increase or decrease their bids on PCs, Tablets and Smartphones – something Google, which combines PC and Tablets, doesn’t allow. Specifically, advertisers can increase or decrease Tablet bidding on Bing Ads from -20% to +300%. For Smartphones, bidding can be adjusted from -100% to +300%.
Third, make sure you’re leveraging Bing Ads’ ad formats, like our Ad Extensions, which have proven to help boost traffic and performance even more. On average, the use of extensions such as Call, Location or Sitelinks can increase your click through rates 15-25%. Enhanced Sitelinks, launched in October 2014, is a new format of Sitelink Extension that allows you to add up to two lines of customizable, descriptive text. By expanding your current Sitelinks, you can capture a searcher’s attention even more with a more detailed, highly targeted ad. Since its release, we have observed an average click through rate increase of 27%.
In addition to Ad Extensions, Product Ads are a great way to attract customers to your ad. Bing Product Ads use imagery and promotional text to showcase your product in a visually engaging way – and stats show that they work. Serving a product ad generated a 7% increase in CTR vs. a comparable non-brand text ad and revenue per click was 31% higher. In fact, Product Ads produced a 98% higher return on ad spend. That’s tough to beat.
You can find even more tips and quick wins to boost your performance on Bing Ads from this recent webinar. With just a few easy steps, you can resolve to start 2015 on a high note.
Peter Harrington is a Sr. Product and Partner Manager at Bing Ads. Peter has been in search marketing and advertising for 10 years, representing such brands as Microsoft, Getty Images, T-Mobile, and Kimberly-Clark. Equally experienced in SEO and paid search, Peter has held agency, publisher, and in-house roles.