Summer season is in full swing. From road trips to vacations, beach gear and backyard barbeques, advertisers have a whole new world of possibilities this season. If you’re a retailer, you’re going to want to pay special attention to this week’s PPC update as there’s some critical information herein that will impact your Google Shopping experience. (As if you don’t pay special attention to ALL my Weekly PPC Updates, right?)
The seasons are changing and ch-ch-ch-changes are in the air everywhere, with Google AdWords and Bing Ads both heavy on the updates, feature upgrades, and other changes. Fortunately for you, none of these changes are as cringe-worthy as the dreaded Google algorithm updates. In fact, most of these updates are designed to make your life simpler and less stressful. So I’m all about it, and I’m sure you will be too. Oh, and if becoming a remarketing Jedi is on your bucket list, today’s PPC update will not disappoint.
Hey, Google, what’s new?
Google has updated its Google Shopping Feed Specification along with the Google Product Taxonomy for 2015. Lots of changes underway, some of which require you to update your product data by September 15, 2015.
A sampling of the changes to Google Shopping Feed Specification:
- Unit and Quantity attributes are now available for the U.S.
- Guiding principles are now tighter around the ID Attribute and GTINs
- Stable numeric Google Product Category IDs that can also be provided as values for the Google Product Category attribute are being released
A sampling of changes to Google Product Taxonomy:
- By rolling up a number of categories to their parent nodes, many Google Product Taxonomy paths are now simpler.
- Most Activewear categories will now be found with their non-active counterparts. For instance, “Active Skirts” are now simply found under “Skirts.”
- More categories are now available in certain verticals, including ‘Food, Beverages, and Tobacco’ and ‘Mature’.
- Some verticals have been reworked substantially, so it’s a good idea to revisit your provided Google Product categories.
Get all the details here, and be sure to make any necessary updates by September 15th.
Cross-account campaign management and reporting enhancements for manager accounts are now available. The AdWords Manager Account is, of course, a powerful tool when you’re managing client campaigns or in charge of managing different campaigns for several facets of your company.
In order to save time and provide greater visibility into account performance, Google is releasing several features to make your life easier. Think cross-account campaign management, powerful reporting tools, and improved account navigation. You can now:
- Manage your accounts at scale
- Create better, more insightful reports
- Navigate rapidly between accounts
More on these upgrades and a few customer stories in this post.
From the AdWords Agency Blog, more on the micro-moments that have become the new battleground for brands, and a link to all the Google research on micro-moments over at Think with Google. Check it out.
Support for migrating to AdWords Upgraded URLs for all DoubleClick Search customers globally also launched this week. Check out the migration guide for instructions for preparing and migrating your accounts prior to the July 1, 2015 AdWords deadline. More details in this post.
Thinking of switching SEM platforms? This case study on the DoubleClick Advertiser blog discusses how HP improved performance and lowered costs by switching platforms. Check it out.
Bing, what’s happening?
Understanding Yahoo click volume in Bing Ads is a customer priority that advertisers have made clear to Bing. Advertisers want to understand the actual Yahoo click volume being served through Bing Ads in relation to the flexibility Yahoo received as of May 1st.
Today, Bing Ads continues to deliver ad clicks against 99% of Yahoo PC traffic and 90% mobile and tablet traffic. According to Bing, “As a result, Yahoo click volume served through Bing Ads remains stable, averaging 99% of Yahoo’s April baseline across all devices in the U.S. The 1% movement is normal and expected. Bing Ads marketplace performance will be subject to small changes, both positive and negative, each week-on-week due to the seasonality of queries.” See this post for more details.
Want to set up a Bing Shopping Campaign? In the latest post in a series from the Bing Ads blog, find out how to set up a Bing Shopping Campaign after you’ve claimed a domain, set up a BMC store, and uploaded a feed. (If you’re not familiar with steps one through three, links to related posts will give you the how-to for these steps as well.) Check it out here.
Spring has sprung, and Bing has released a multitude of updates recently to make your life a little simpler. Because, you know, the days might be longer but y’all got things to do, places to go, and people to see. In case you haven’t been keeping up with your weekly PPC updates from yours truly, here’s a look at what Bing’s been working on behind the scenes:
- A major home page makeover
- Automated rules for hands-free campaign management
- Editor v10.8 adds app extensions, improved copy/paste functionality, and more
- The launch of Bing Shopping Campaigns
- App extensions to help you drive app downloads
- Bing Ads is now available on iOS
- Importing upgraded URLs from Google AdWords to Bing Ads is now possible
- A simpler view of aggregated opportunities
- Improved keyword opportunities
- New updates to Bing Places for Business
- Clarification to approved limited messaging
- Usability improvements requested by users (hey, that’s you!)
Get the scoop on all the latest goodies brought to you by Bing Ads in this post.
Let’s check in with the PPC thought leaders…
PPCHero wants to show you how to become a remarketing Jedi by using the analytics force. Kevin Klein, Account Manager at Hanapin Marketing, says, “We’re going to remarket with an approach easily compared to the way in which Luke Skywalker approaches the systematic demise of the Empire.” Well, if that’s not just awesome-sauce, I don’t know what is. Read it here.
And check this out: PPCHero liveblogged the Google livestream event, “Micro-Moments: The New Battleground For Brands”. Brilliance. Get the recap in this post.
So, should you jump on the Google Upgraded URLs bandwagon early? According to 3QDigital, the answer is an emphatic “YES!” Find out why right here.
PPC lead generation conversion tracking. If that concept isn’t enough to make an advertiser’s head spin, few things will. Luckily, it’s not an overwhelmingly complex concept in reality (its bark is bigger than its bite, really), and Clix Marketing is making it even simpler with these four tips for accurate counting.
If Google-speak has you weary, Merkle|RKG is demystifying the stuff you need to know – and what you need to do – related to the changes to Google Shopping Campaign feed specs in this post.
Some great stuff from WordStream this week, too: some kick-a$$ tips on local PPC, which states are most (and least) expensive for PPC, and an awesome ‘Ask the Experts’ installment revealing the perfect way to structure your AdWords account.
And, that’s all she wrote, folks. Until next week, that is! Make your week fantabulous.