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.
Good news for Search Engine Marketers: Microsoft adCenter has made improvements throughout its platform to improve advertiser efficiency. Some of the new adCenter features are:
– Location targeting to mirror that of Google AdWords.
The “market” distribution channel will no longer be available as a targeting option and it will be replaced by “language” and “target location” as individual targeting options. Advertisers will now be able to target users physically located in their target area or who include location keywords within their search query. Location options will include all countries that speak the languages selected, groups of certain countries, a single country, a single state or a territory or a single city.
Microsoft says that roll-out of the new location targeting is in progress in the U.S., U.K. and France and it will be available to all users in a few months.
– Ad description lengths increased to 71 characters.
Previously the maximum character length of text ad descriptions was 70. Earlier this month, Microsoft increased the character limit to make it easier for advertisers to import ads from AdWords to adCenter in order to account for the extra punctuation.
– Mobile device targeting now available.
Advertisers are now able to choose which devices they would like to target for their ads and can create separate campaigns to target desktops and laptops versus mobile devices, allowing advertisers to further optimize their campaigns.
– Browser compatibility with Safari and Chrome and mobile devices.
adCenter released browser compatibility with Safari and Chrome as well as new mobile device support for iPad and other devices. The new release increases the ease of access of the advertising platform from a wider variety of browsers and devices.
All of these new modifications to its advertising platform show that Microsoft is listening to its users and taking the necessary steps to improve its usability.
The world of search engine marketing is constantly changing and it is up to businesses as well as advertisers to keep pace. Google recently modified their campaign geo—target settings, which should gives advertisers a little more leverage.
The new geo-target settings are more informative, in regard to showing how many people can be reached. For example if a business is thinking of targeting Kalamazoo Michigan, they can see how people are in that target area. Google will also display locations enclosing a particular area and offer related locations that might be of interest. This is a plus because many times people want to target a certain area, but don’t know if they’ll be reaching a decent amount of people with their advertising. This new reach feature solves that problem.
Another adjustment Google made is in the map section of the geo-target settings. Previously, a very plain version of the map would display the targeted location. However, Google has upgraded the map to show a more detailed area of the respective location. The map is almost identical to the map shown when one does a Google map search; streets are shown and even landmark locations in the area are displayed on the map.
The geo-target settings seem to be a consistent work in progress because there are features that are available this week that weren’t available a few weeks ago. This should not be a surprise, because Google has a “send feedback” button for people to offer their opinion on the geo-targeting modifications. When it’s all said and done, these changes should help businesses reach more of their target audience.
When most clients think of paid search conversions, they think of searchers who are using computers and laptops. However, paid search conversions can also come from mobile devices and tablets. It would behoove businesses to do a device assessment of their campaigns to see the true source of conversions.
Most companies are taught to ask which campaigns and keywords are converting and which ones are converting at the best cost/conversion. Yet many should consider asking which devices are bringing in these conversions. This was not a question that companies needed to ask a few years ago, because mobile devices and tablets weren’t as heavily used as they are now. However, times have changed and the results bare witness. Let’s say for example that a particular campaign produced 20 conversions in the month of December at a cost/conversion of $5.00. If the keywords and ad copy have good click through rates it may seem as if that particular campaign is well tuned. However, a deeper analysis may show that 15 of those 20 conversions came from mobile devices. Now what? Break out that one campaign into two separate campaigns. Why? In order to capitalize on the conversions even more.
When a campaign is targeting all media devices, then no one device is truly being tested. However, if you create a version of the campaign that is only targeted to mobile devices and one that is targeted to laptops and computers, it then gives each device an opportunity to show its true potential. One may find that certain campaigns convert better on mobile devices than they do on computers and laptops.
In the world of paid search, it’s all about testing and making adjustments. Take the time to find out how your campaigns perform on mobile devices. It might be an unexpected surprise to find that mobile devices and tablets are giving your company a better bang for your buck.