The digital marketing landscape changes at a breakneck pace. From innovations that bring new ways to target users to new marketing methods and mediums, it’s important for marketers to stay up to date on the latest digital marketing news. Learn about the changes that effect your current online marketing efforts, and the new methods and tools you should be incorporating into your digital marketing strategy.
Earlier this summer we reported that Google Merchant will transition to Google Shopping by this fall. Google has announced that starting on October 17th, Google Shopping results in the United States will come only from merchants who have Product Listing Ads (PLA) implemented within their AdWords accounts.
The search engine will rank PLA results based on relevance and will also take CPC or CPA bidding into consideration. Google says that one of the reasons for the migration is to build a better shopping experience for its users.
Google has also announced the ability of product level bidding for PLA campaigns. Advertisers will be able to set CPCs at the item level. In addition, it is now possible to create product targets using the product ID in your Merchant Center feed to manage your bids at the product level. What’s more, a new Merchant Center tab will be available within AdWords for advertisers to be better equipped to manage PLA campaigns.
The transition to Google Shopping is just in time for the holiday season. Ecommerce sites that have seen revenue from Google Merchant organic clicks should implement Product Listing Ad campaigns in time for Black Friday, Cyber Monday and holiday online shopping.
Bing Ads, formerly Microsoft adCenter, is testing a new format for its ads which combines the first two lines of text, the headline and description line one, to make one long headline.
Below is a screenshot of two different ads on the search engine results page of Bing. The first ad is the standard format that has the headline and URL shown on the first line. The second ad showcases the new format that includes the ad headline and first description line.
This new ad format is being tested on Bing and will be rolled out to Yahoo shortly. The extended ad will appear when an ad is in the top three ad positions on the search engine results page. Microsoft says that the goal of the new ad format is to improve click through rates for advertisers. Microsoft has been testing new ad formats since this summer, when we previously spotted Product Listing Ads (PLA) and ads with seller reviews.
This extended ad format has been available in Google AdWords for quite some time now. Google says that when the first description line ends with a period, question mark or an exclamation point, it will be added to the first line of the ad with a hyphen as a separator. Below is a screenshot of the extended ad format on Google.
Google is informing advertisers that starting on September 5th, DoubleClick Ad Planner will be a tool dedicated to researching over two million placements within the Google Display Network (GDN) and will have a new name: the Google Display Network Ad Planner. The search engine says that in order to maintain the highest level of quality planning data and to invest in new functionality, they need to discontinue some of the old features.
Some of the functionality from DoubleClick Ad Planner will no longer be available. For example, information on any sites, domains or non-GDN placements will no longer be available. In addition, information like household income, education, keywords searched for or videos also watched will not be accessible in the new GDN Ad Planner, and therefore, their corresponding filters will also no longer be available. Instead of showing sites also visited, the new interface will display placements with ads that also received impressions.
Google Display Network Ad Planner also says that data will be collected using DoubleClick cookies; whereas in the past information was collected by a third-party. This means that data like age, gender and unique visitors will be computed using cookies.
Most of the meat and potatoes of the functionality of the placement planner will remain intact and advertisers will still be able to find specific placements and targeted audiences based on their web site goals.