Consumer behavior is shifting, and it’s not surprising given the vast amounts of content that any given individual is exposed to on a daily basis. We consume media constantly – it’s not just billboards and radio anymore, but the Internet and the many forms of media that come along with it.
We’re consuming video on our smartphones, tablets, in the office, at work, in the john…there’s no escape. It’s no wonder people need those black-out masks to sleep on more than just planes. How can anyone ever shut their brains off? I’m surprised Google hasn’t developed a mechanism to read brain waves and show us commercials in our sleep. Give them time.
So, to dig a little deeper into this new consumer mindset – one in which we try to filter out all the irrelevant garb and focus on the stuff that actually matters to us – Google (ironic, isn’t it?), Ogilvy, and TNS conducted a little study on purchasers of vehicles, beauty products, and smartphones to figure out just what’s making us tick these days. The answers? They just might change the way you think about how you advertise. But you’ll have to read on for more details.
So, let’s get on with it. We’ve got a weekend to get started, don’t we?
Let’s see what’s happening in Google-ville…
The changes to Product Listing Ads are still at the forefront this week, with Google urging advertisers to upgrade before the August 31st deadline. There are compelling reasons to do so, such as the fact that your PLA campaigns will have limited functionality starting September 2nd. You will no longer be able to edit your product targeting, max. CPC bids, promotional text and destination URLs after that time, although you will be able to manage your campaign status and budget. But at some point throughout the month of September, your campaigns will be upgraded automatically. Get all the details from the AdWords Blog.
Do you have an app? This week, Google announced global availability of its “next-generation app promotion ads” across Google Search, the Google Display Network, and YouTube. If you’re not using the power of Google Search and YouTube to promote app installs and re-engagement, now’s the time. The AdWords Blog has the full story.
Campaign statistics can show you how many people call your business directly from an ad, but how do you know how many of the people who click through to your website eventually call for more information? It was a gap in statistics that’s now been filled, thanks to Google’s new website call conversions feature.
How does it work? It’s as simple as installing a snippet of code that generates a unique Google forwarding number for tracking. Find out more.
Consumers aren’t just consuming content as it flows; they’re consuming content that’s meaningful and relevant to them. To understand more about purpose-driven consumer behavior, Google teamed up with Ogilvy and TNS to delve deeper into the new consumer mindset, with a few interesting findings about purpose and purchasing decisions:
- Brand purpose is essential for standing out in the increasingly cluttered landscape of ads, media, and other content.
- Influence is more important than usage when it comes to media. Focus on being influential.
- The consumer experience trumps exposure. That is, brands that enable consumers to have deeper, more emotional, and meaningful experiences with products win out over brands that merely blast content for increased exposure.
Intrigued? Get the details here.
And, what’s happening in the land of Bing…
Bing Ads Editor v10.5 is on the way. The desktop solution intended for handling large and/or multiple campaigns, Editor v10.5 boats several new and enhanced features designed to make your life easier:
- An all-new, negative keyword library
- 15-minute ad scheduling
- ZIP-code targeting with a raised limit of 10,000 for each ad group or campaign
- Enhanced export function
- Enhanced import summary view
- Advanced sync setting window
Bing has a complete description of all the new-and-improved features in store for you, along with a set of best practices for getting the most out of them and answers to frequently-asked questions, here.
And moving on to the rest of the web-o-sphere…
Mobile advertising is a different animal than its desktop-search sibling, leading some advertisers to just skip it altogether because it’s simply too much to focus on. (Head spinning from information overload, anyone? Yep…been there.)
But, that’s a critical mistake, as a huge portion of the consumer audience is migrating to using mobile devices as their primary device for searching for, well, everything. Fortunately, WordStream has your back with five mobile advertising tips to help clear up the fog. Get ‘em here.
How well do you know the 4 P’s of marketing?
If you’re not familiar, time to brush on up on that. And when you’re done (or if you’re already in-the-know), head on over to the Clix Marketing blog and find out how to apply those P’s to PPC. Four P’s plus PPC = P6C. Or something like that.
On the topic of Google’s new website call tracking feature, 3Q Digital has a few things to say about whether you should use it. Find out here.
All this talk about Product Listing Ads and the upcoming major change has thought leaders thinking even harder than usual. Search Engine Land weighs in with an in-depth analysis of PLAs, with Richard Stokes digging deep into the magnitude of how PLAs have “reshaped the search landscape.” Read it here.
Just in case you’re feeling the need to do a little more in-depth fine-tuning of your already rockstar-level marketing prowess, WordStream has compiled a killer list of 26 marketing courses to help you do just that. Oh, and did I mention they’re all free? Thank me later.
For now, I’ll send you off on whatever wild and crazy adventures you have in store for the weekend – whether you’re partying hard, upgrading to Google Shopping campaigns, or a little of both. Whatever you do, make sure you do it with purpose. Because, after all, purpose is power. Enjoy!