Posts Tagged ‘ Search Ads ’

Google is launching automated call extensions in mobile ads on February 6

SEO

In the second update in a week on how phone numbers display in ads, Google has begun alerting some advertisers that call extensions will start generating automatically as of February 6, 2017. The notice, emailed to advertisers that use “landing pages prominently featuring a phone number”, started going out on Monday evening. A copy of the full email is below. Click to enlarge. Though you wouldn’t know from reading this email, call extensions are already set up with the phone number on Continue Reading ...

How do our biases impact PPC performance?

SEO

I’ve come to believe that the essence of PPC management can be boiled down to two things: Never let one thing (keyword research, bid management, A/B testing ad copy and so on) take up so much of your attention that you let something else slip. What you did yesterday probably needs to be changed, and failing to adapt your methodology is as bad as having an empty “Change History” log. As you gain more experience in PPC, you start to develop patterns and favorite tactics out of necessity. Continue Reading ...

New take on Showcase Shopping ads? Categories of used items showing for retailer outlet queries

SEO

A strange thing happened just now when I was searching to find out whether the promotions extension Google is testing is also showing on mobile (it is). I came across an example of what appears to be a Showcase Shopping ad for the first time in the wild. When Google introduced Showcase ads, the idea was to spotlight retailer collections on broad, non-brand search queries like “summer dresses.” One of the odd things about what I found today is that these examples are all showing on Continue Reading ...

For manufacturers selling in retail chains, Google launches affiliate location ad extensions

SEO

Original manufacturers that sell their goods in retail chains can now begin promoting those locations to nearby consumers within their own AdWords ads. Google announced the launch of affiliate location extensions in AdWords on Thursday, giving manufacturers a new way to support their offline retail distribution efforts on Google. With “near me” searches continuing to increase on mobile, the new extension offers an in-ad where-to-buy option for manufacturers that may or may not sell Continue Reading ...

Bing Ads opens pilot for device bidding

SEO

Bing Ads is testing changes to device bidding in the wake of Google’s move to revert back to distinct device bidding (though the bid adjustment structure remains) for desktop, tablet and mobile introduced in 2013 with Enhanced Campaigns. Even through the Enhanced Campaigns period, Bing Ads had always offered more control with a tablet bid adjustment that could range from -20 percent to +300 percent from desktop. Now, tablets will be separated entirely from desktop. The top range for both Continue Reading ...

Tips for when and how to use Feed Rules in Google Merchant Center

SEO

With Google’s roll out of the new Merchant Center interface came more functionality for Feed Rules. Feed Rules debuted earlier this year to allow marketers to make some changes to their product feed data right within Merchant Center. But what can you really do with Feed Rules and who should be using them? The consensus is that Feed Rules are still best for simple updates, and it’s ideal to make changes to the actual feed. In reality, however, that’s not always possible or timely and Continue Reading ...

Expand all your AdWords ads in 30 seconds flat

SEO

Just about a week ago, all AdWords advertisers got access to expanded text ads. Have you converted your whole account over to take advantage of the new format yet? If you haven’t because you’ve been too busy with the day-to-day of managing accounts (or because you took that well-earned summer vacation), read on for an easy to use AdWords Script that can help. The concept The goal is to leverage all the work already done by your SEO team to give the PPC team a head start with creating longer Continue Reading ...

Merkle’s early data on expanded text ad CTRs: Results are mixed

SEO

Merkle has released early results on click-through rates of expanded text ads relative to standard text ads in its Q2 Digital Marketing Report. The agency began participating in the expanded text ads beta in April and analyzed the longer ad format’s impact on click-through rate (CTR) across thousands of ad groups. When Google first announced that expanded text ads (ETAs) were coming, the company touted as much as a 20-percent lift in click-through rates on expanded text ads. Merkle Continue Reading ...

Google reiterates suggested 33-character limit in ETA headlines to avoid truncation

SEO

As expanded text ads began rolling out, some advertisers noticed that the new, longer double headline is sometimes cut off. This can be frustrating and can have potential legal ramifications for businesses in highly regulated industries like pharmaceuticals. Here’s an example of a truncated ETA headline: Google AdWords’ social team responded to the tweet above with a recommendation to keep the combined character count of the two headlines limited to a total of 33 characters to avoid Continue Reading ...

Influencing with ad copy: how to truly drive action

SEO

Persuasion. Influence. Psychology. The conversion rate optimization (CRO) crowd is adept at tapping into these to drive the actions of their audiences. When it comes to ad copy, there may not appear to be a lot we can do to actively influence our search audience. Short of a screaming headline (not allowed), all we have is a limited set of characters. We can make every one of those characters truly work by channeling our inner CRO expert. Before we jump into the words that work, let’s take a Continue Reading ...