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Article Archive by Anne Garcia


May 23 2013

Twitter Introduces Timeline Keyword Targeting to All Advertisers

by Anne Garcia

Last month Twitter introduced Keyword Targeting in Timeline, which allows advertisers to target users based on the keywords within their Tweets or Tweets that they have recently engaged with. Advertisers can easily select the keywords that they would like to target and then layer in targeting for location, device and gender.

This new option allows advertisers to reach users at the right time and in the right contexts based on keywords to increase reach, drive user engagement and leverage a person’s real-time intent.

Previously, advertisers had to commit to an expensive and lengthy media buy to be able to reach Twitter users via Timeline keyword targeting. Now advertisers can easily create campaigns on a cost-per-engagement model — so they are only paying if someone re-tweets or replies to the Promoted Tweet. In addition, Promoted Tweets are on an auction-based model so you can set bids as to how much you’d prefer to pay for a user’s engagement.

Below is an example of a Promoted Tweet within a user’s Timeline on Twitter.com:

May 17 2013

Pending Federal Sales Tax Law Could Impact Online Retailers

by Anne Garcia

A new measure called the Marketplace Fairness Act is currently pending passage by the House of Representatives. It would impact the way many online retailers operate because it would mandate sales tax collection by all retailers that do at least $1 million in sales, where they don’t have a physical presence like stores or distribution centers.

The U.S. Senate recently passed this sales tax legislation in an effort to increase the number of retailers collecting sales tax for online purchases. Many proponents of the Marketplace Fairness Act say that this new legislation will create a more fair marketplace for businesses to compete across both online and offline channels. Conversely, this will leave many retailers with a task of collecting different tax rates across the country as well as integrating with their online shopping carts and accounting processes as many online stores only collect tax in states that they have brick and mortar stores or distribution centers.

We will keep you posted on the status of the pending passage of the Marketplace Fairness Act.

May 15 2013

Google Updates its Shopping Feed Specs

by Anne Garcia

Last year Google introduced Google Shopping, where the search engine migrated their Merchant Center product to a commercial model via Product Listing Ads through AdWords. Last week, Google announced that they are making some changes to the Google Shopping Feed Specification in order to improve the quality of data that merchants provide. Some of the changes include:

  • Google support for merchant-defined multipacks, where merchants can sell custom multipacks of one product.
  • Google is recommending higher quality images with a minimum size of 800×800 pixels to give shoppers a better visual representation of advertised products.
  • The introduction of identifier exists attribute for products like custom goods, vintage items or collectibles that don’t have unique product identifiers.
  • Updated and more precise guideline for description and color attributes.

Google says that it will start enforcing the new requirements for new unique product identifiers on July 15, 2013 for merchants within the United States. For all other target countries, enforcement will begin on September 16, 2013. In addition, Google says that non-compliant items may be disapproved and disappear from Google Shopping.

Be sure to keep abreast of the latest product feed changes to ensure that your Google Product Listing Ads do not disappear or lose revenue.

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