Wow, lots of good stuff happening in the world of PPC this week. From more on those “moments that matter” to exciting new capabilities coming to YouTube ads, new innovations for the Google Display Network, a major update to the Bing Ads Editor, and more, Google and Bing have been busy cooking up innovative new ways to help you connect with and engage your ideal customers. And what better way to start a weekend than on a high note about something fabulous that can help you reach a broader (but precisely targeted, of course) audience?
Lots to discuss, so let’s dive in.
What’s up with Google?
I know you’re probably thinking that I sound like a broken record by now because I’m constantly talking about the rise of mobile and the “moments that matter,” but hey, don’t shoot the messenger, okay? Google is really into the whole moments that matter deal, so that means we should probably pay attention.
Just in case you maybe haven’t been paying attention as much as you should be (careful, or I’ll make you stay inside for recess), here’s what encompasses those “moments that matter”:
Basically, all the things people want to do or discover from their mobile devices in our instant-gratification society. Got it? Good.
On Monday afternoon on Advertising Week’s Times Center Stage, Sridhar Ramaswamy, Senior Vice President, Ads and Commerce for Google, announced two new products: Customer Match and Universal App Campaigns. Here’s how Google describes each of these new products:
- Customer Match: “Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail — when it matters most. Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience. Users can control the ads they see, including Customer Match ads, by opting out of personalized ads or by muting or blocking ads from individual advertisers through Google Ads Settings.”
- Universal App Campaigns: “A new AdWords campaign type that helps you connect with app users across Google Search, Google Play, YouTube, and the Google Display Network (GDN). In just a few simple steps, you can promote your app with unparalleled reach across the world’s largest network and platforms.”
Helpful stuff that can help you connect with the right customers, huh? For more details on these new offerings, check out this post on the AdWords Blog.
The world of advertising has undergone some pretty substantial growth during the last decade of YouTube. In fact, Google points out some rather intriguing stats from Nielsen:
- 18-49 year olds spend 44% more time on YouTube than they did 10 years ago
- 18-49 year olds spend 10% less time watching traditional television than they did 10 years ago
To accommodate the substantial growth in YouTube viewership, particularly among key demographic groups like the 18-49 year old demographic, Google has been focused on making some improvements focused on interactivity, mobile, and measurement.
A peek at what’s new:
- Shopping ads for YouTube – Show a click-to-buy ad within partner videos on YouTube, which means you can go beyond your own videos to transform any relevant video into your digital storefront. These ads are built off of your existing product feed in Merchant Center.
- TrueView for app promotion – The average viewing session on mobile is now more than 40 minutes. Can you believe that? 40 minutes on a smartphone watching YouTube videos. That statistic alone is a big indicator of just how much mobile has taken over our browsing and viewing habits. And that’s an increase of more than 50% year-over-year. Google is focused on helping advertisers reach more customers across screens, so now they’re making YouTube a better place to promote your mobile apps: “Building off the success advertisers are seeing with app promotion in in-stream ads on YouTube, we’re introducing TrueView for app promotion for our in-display format as well. This format reaches potential users when they’re exploring content on YouTube.”
- BrandLift now taking YouTube searches into account – Better measurement and a better ability to understand whether your investments are driving results are also top priorities in the Google-verse, so now, “Brand Lift will look not only at searches on Google.com, but will take YouTube searches into account as well. With this update, you’ll be able to see if your ad is driving searches for organic video content related to your brand on YouTube. Measuring interest is an important part of determining impact, and is a unique benefit of advertising on Google and YouTube.”
- Customer Match – Google’s new targeting product announced Monday, “Customer Match helps you reach your existing customer base with the right message across three of Google’s largest properties: Google Search, YouTube, and Gmail.”
Didn’t I predict a couple of weeks ago that the seeming lull in big announcements by Google could only mean that the Google cooks were busy back in the kitchen testing and cooking up delicious new products and features? My prediction seems to have come true. Check out more details on all these goodies in this post.
YouTube isn’t getting all the glory, though. New innovations are also coming to the Google Display Network, such as more transparency so you can take action with AdWords audience insights, more accountability with the GDN going 100% viewable, and a fresh approach to dynamic remarketing ads. Get all the juicy details in this post.
Now let’s move on to Bing…
Bing Ads Editor 10.9 is here, and it’s cleaning house and getting faster. Several enhancements have been made to offer increased performance, including:
- Displaying large accounts (example: 2 million keywords, 1million Ads) is more than 2x faster
- Downloading large accounts (example: 2 million keywords, 1million Ads) is 30% faster
- Switching between built-in views is 2x faster
- Finding and replacing Ads is up to 4x faster
- Switching between tabs is smoother
But that’s not all: Bing has decreased the memory usage for Bing Ads Editor 10.9 – by a whopping 70%! And also with this update comes the removal of a few outdated features. Bing Ads will no longer support WAP (Wireless Application Protocol) ads, and with the introduction of Bing Shopping Campaign, Bing has stopped supporting product ads.
Get all the details on the latest update and all the new features, and get a link to download the latest version in this post.
Conversion tracking in Bing Ads is now improved, with a simplified workflow and comprehensive documentation to make Bing Ads easier than ever to use for newbies and seasoned advertisers alike, some parity features and functional enhancements designed to make the transition from legacy Campaign Analytics tags to Universal Event Tracking (UET) simpler than ever, and addressing many of the common pain points expressed by advertisers already using UET over the past few months. To learn more about how conversion tracking can work for you and your campaigns, check out this post.
And a little stroll around the block…
Is conversion reporting misleading your optimizations? PPC Hero reveals five ways it might be, and what to do about it in this post.
Multi-channel efforts: Everyone needs to use them, but they could be undermining your PPC. Find out if that’s the case in this post from PPC Hero (and how to ensure your marketing channels are driving a cohesive message).
Master the competitive landscape with auction insights – find out how from 3Q Digital here.
Is Google’s boom over? Gasp. Certified Knowledge has a few things to say about it in this post.
Are you using the new AdWords Report Tool? Clix Marketing says you should be and explains why in this post.
So, remember how not that long ago Amazon announced its own version of text ads? Turns out the hype was all for naught, as Amazon is putting the brakes on the program already at the end of October. Merkle|RKG has the scoop here.
If you’re game for rethinking your entire PPC strategy, these 11 facts about remarketing will surely do the trick. Check it out here from WordStream.
Whew! Is that enough news and PPC tidbits to keep your brain working on overdrive all weekend? You’re welcome. Just don’t lose any sleep, okay? Catching your Zzzzz’s is essential for planning PPC campaigns. ‘Til next week, my faithful PPC readers!