Here’s a brief overview of Spray Marketing’s observations on what’s happening in the world of pay-per-click and how to make it work for you.
CONVERSION TRACKING, WHICH INCLUDES:
Google Attribution:
A major new product release announced at Google Marketing Next. Attribution uses multi-channel conversion data (AdWords, Google Analytics, Double-Click Search etc), to give information about conversion actions, but in a more ‘holistic’ way than previously. It then uses this data to feed back into AdWords for bidding strategies. More information on Attribution here.
Maximise Conversions
Maximise Conversions is an automated bidding strategy that’s perfect for campaigns with individual (not shared) budgets. This required AdWords conversion tracking to be set up and operates within a daily budget.
Sales Measurement Programmes
Information comes from many sources, (like retailer loyalty cards and in-store sales conversions or customer email lists), but ultimately, all the information will show up automatically in AdWords via a programme that Google offers in partnership with various financial vendors. This programme allows coverage of 70% of credit card transactions in the USA to date.
ADS
You may not have heard of it, but it was January when Google launched ‘Ads Added by AdWords’. This was a pilot that selected 2,000 ads to participate into a testing rotation ad group. (Advertisers could also choose to opt out).
Three months later came page feeds for Dynamic Search Ads. They also now support expanded text ads. Headlines are dynamically generated, and the major bonus is that advertisers get the extra characters in the description.
Other Trends
Audience Targeting:
Exclude lists are the big news here. Bing Ads’ search retargeting, allows advertisers to create audience lists of users. Powered by Universal Events Tag, it shows who has visited advertiser’s sites after clicking on search ads. Now, advertisers can use those lists to keep past visitors that meet certain criteria from seeing their search ads.
The ability to exclude audiences allows search re-targeting flexibility. For example, advertisers will be able to keep users who’ve already made a purchase from seeing ads promoting a price reduction.
In Brief:
If you’ve not heard of the following – now is the time to start your research. (Or come to Spray Marketing – it’s all at our fingertips):
Inventory Feeds –
Search Query Reports At Product Level
Expanded Device Targeting (Bing) – allowing mobile-only campaigns.
The world of PPC is changing constantly. It’s being refined and targeted to the point where it’s impossible for the average person to know what’s happening. That’s why you need specialists to help navigate through the waters.
We look forward to hearing from you soon.
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