So, now that it’s officially spring, it’s time to do a little spring cleaning. As in, cleaning up your PPC campaigns, evaluating your keyword lists, revamping your ad copy and creative, and all that wonderful stuff. Really. Make it an annual habit – at least. Quarterly is even better, but make spring your major overhaul.
It makes sense, truthfully, because a lot changes between winter and spring. Days are longer, people are more active, recreational activities take a drastically different form…you get the picture. There’s a lot you may want to change to reflect changes in demand, consumer attitudes, and product offers.
Google is all about new initiatives and features to celebrate the arrival of spring, too. In addition to some useful features to help you optimize your campaigns and make sure you’re on the path to success this spring, Google has unleashed yet another algorithm update: Mobilegeddon. While, naturally, Google has kept relatively mum on the subject, be sure to check out the thought leaders’ insights in today’s PPC update for more on Mobilegeddon and what it means for your digital marketing efforts.
Hey, Google, how’s it going?
Google says spring is a good time to set your marketing goals and ensure that your campaigns are set up for success. With some new and improved reporting tools, doing so is simpler than ever. Now you can identify opportunities in your account, track the right metrics, and gain deeper insights to help you improve campaign performance. Here’s what’s new and improved:
- Campaign details reports, offering a faster and easier way to see which features and settings are enabled in each of your campaigns.
- Custom Columns, enabling you to create and view segmented columns for the metrics that matter most to you.
- A better Top Movers Report, helping you identify significant performance changes in both your campaigns and your ad groups, so you can take action to optimize your account.
Find out exactly how you can put these new and improved tools to work to boost campaign performance in this post.
Google has been focused on ensuring that all its services use HTTPS encryption by default since 2008. In addition to providing this security feature in its own products, Google has been a big advocate for “HTTPS Everywhere,” encouraging webmasters to prevent and fix security breaches on their sites, and even using HTTPS as a signal in its search ranking algorithm.
Now, Google is making a move to bring HTTPS Everywhere to its ad products, as well. Specifically, Google has been working on initiatives such as:
- Moving all YouTube ads to HTTPS at the end of 2014.
- Encrypting Google Search for the vast majority of users – which has been in place for some time – and also working towards encrypting search ads across the system.
- Encrypting the vast majority of mobile, video, and desktop display ads served to the Google Display Network, AdMob and DoubleClick publishers by June 30, 2015.
- Enabling advertisers using any of Google’s buying platforms, including AdWords and DoubleClick, to serve HTTPS-enabled display ads to all HTTPS-enabled inventory, also expected to be in place by June 30, 2015.
More details on Google’s HTTPS Everywhere initiatives here.
To help marketers better understand this online video audience, Google worked with Compete to analyze how Google Preferred desktop viewers in the U.S. consume content on YouTube. Check out the results of the analysis in this post.
DoubleClick Search also has some new features, including support for some additional AdWords features and unified device targeting in Bing Ads accounts, as well as some improvements to existing features. More details here.
What’s up, Bing?
The Bing Ads and You series continues, with the latest post focusing on how to plan a successful PPC campaign. Bing takes another look at MaternaLIFT’s case study to illustrate how to plan a successful search engine marketing (SEM) campaign, teaming up with Kelly Malm, Digital Marketing Strategist and owner of Digital Conflux to create a campaign proposal.
What did Bing learn working with Kelly to generate this proposal? A few things:
- The ultimate goal of any marketing campaign is converting prospects into lifetime customers, and agencies should keep this top of mind when generating campaign proposals for clients.
- SEM is all about having a measurable outcome. Defining goals and success metrics should be a careful, thought-out process, not to be rushed. It’s a critical element of a great campaign proposal.
- To recommend the ideal campaign structure, study your client’s business structure.
All the details on Bing’s campaign proposal insights in this post.
App extensions are now available in Bing Ads, offering advertisers a way to reach relevant customers and promote their apps. In fact, ads that help users discover apps account for 25 percent of all mobile ad investment, and now, you can use Bing Ads App Extensions to help promote your apps and boost installs. Check it out.
Did you ever wonder how Google AdWords and Bing Ads match keywords? Well, Bing is offering some insights into the process – which, of course, is an imperfect science aimed at matching a searcher’s true intent with their search queries. Get the scoop here.
Oh, and in case you missed it last week, Bing announced a renewed search alliance with Yahoo. Details in this post.
Thought leaders, what’s the word on the street?
So, did you hear about Mobilegeddon? Unless you’ve been isolating yourself from the digital world for the past week (and you skipped over my always-entertaining introduction this week), you’ve more than likely heard about Google’s latest algorithm update, aptly nicknamed “Mobilegeddon.” Why? Because this update means that mobile-friendly design is now a ranking factor in Google Search. While that refers to organic search, anything impacting organic tends to have some ancillary impacts on paid search as well. PPCHero delves into Mobilegeddon and what it means for PPC in this post.
There’s one great thing about Facebook for advertisers, and that’s that the platform’s audience targeting options are pretty much second-to-none. I mean, even if you’re not heavily advertising on Facebook, it’s still a valuable tool for figuring out exactly who your target audience is and what consumers are most likely to engage with your brand. This post from PPCHero looks deeper at Facebook’s targeting options and how to use them to your advantage.
Speaking of mobile (aren’t we always?), 3Q Digital reveals an easy mobile ad copy trick to boost CTR. Read it here.
Clix Marketing outlines 5 spring cleaning tasks for mature PPC accounts. Read it here.
WordStream shared some pre-update thoughts on Google’s Mobilegeddon update. Find out what they have to say in this post.
Also from WordStream, there are 10 types of businesses for which call tracking is a MUST. Find out if you’re one of them in this post.
For more insights on Mobilegeddon, you should also check out these posts:
- 2 Days After Mobilegeddon: How Far Did the Sky Fall? from Moz
- ‘Mobilegeddon’ could be bad news for 40% of top websites from USA Today
- Google’s ‘Mobilegeddon’ – 5 Fast Facts from CNN Money
- Search me: Google’s ‘Mobilegeddon’ is good news from InfoWorld
- Mobilegeddon Checklist: How To Prepare For This Week’s Google Mobile Friendly Update from Search Engine Land
So now, my loyal PPC readers, I leave you this week with one burning question: Did you survive Mobilegedddon? If your site isn’t mobile-friendly, now’s the time, my friends.