Digital marketing news: expanded text ads are now supported by Google AdWords

Welcome to Tech Treats, our weekly feature where we provide our clients with the latest news on all things digital marketing. From current trends and innovations, to fresh tips on getting the most out of your marketing spend, we’ll ensure you’re always kept in the loop!

Google AdWords Editor 11.5 now supports expanded text ads

Last week, Google announced through their Inside AdWords blog that several updates would be made to AdWords Editor 11.5. These include simultaneous posting for multiple accounts, as well as support for mobile app engagement ads and most notably, new expanded text ads.

As of now, Google AdWords Editor will enable users to create and edit expanded text ads. As you will no longer be able to use standard text ads after October 26th this year, you will be able to ensure easy migration of your standard text ads before this date.

The TJM take: As Google has explained, expanded text ads will offer advertisers almost 50% more ad text. This will mean better adverts as we can make them more descriptive and encourage shoppers to make more educated clicks.

All of the improvements to increase CTR (change in page format, advert size, more extensions etc.) are all designed to increase the top place competition (read spend more per click).

Converted Clicks to be replaced with the AdWords Conversions metric

Google AdWords will soon be removing Converted Clicks and replacing it with the Conversions metric.

The Conversions metric supports multiple attribution models beyond last click, as well as cross-device conversions. This means that separate actions will be tracked, rather than the individual user.

As Search Engine Land has reported, Converted Clicks and Conversions have coexisted in AdWords for several years. However, advertisers using Converted Clicks should switch to using Conversions should switch to using Conversions by 21st September.

To make this switch easier, Google plans to send a migration tool to affected advertisers.

The TJM take: This should provide some more in depth stats, but our fear is that people may not complete the migration in time. We will be working on this for our clients and are happy to discuss how we would approach this with non-clients.

Over the next few months, Twitter Ads Manager is getting a global update that will enable advertisers to use custom filters. This will allow you to selectively display and optimise your campaigns, as well as see new metrics.

With the new custom filters, users will be able to easily split the information they receive by campaign status and targeting. Filtering options include Objective, Status, Funding Instrument, Campaign Name, Delivery and Placement.

Advertisers will now also be able to choose the information they receive in their reports.

The TJM take: Although this is a welcomed step in the right direction, the clock is ticking for Twitter to get their revenue model right... and boy do they have some catching up to do!

Twitter Ads Manager releases new filters and custom metrics

Over the next few months, Twitter Ads Manager is getting a global update that will enable advertisers to use custom filters. This will allow you to selectively display and optimise your campaigns, as well as see new metrics.

With the new custom filters, users will be able to easily split the information they receive by campaign status and targeting. Filtering options include Objective, Status, Funding Instrument, Campaign Name, Delivery and Placement.

Advertisers will now also be able to choose the information they receive in their reports.

The TJM take: Although this is a welcomed step in the right direction, the clock is ticking for Twitter to get their revenue model right... and boy do they have some catching up to do!

Alphabet is the ‘alpha bet’

Revenue is up 21%, (25% if you take out currency impacts!), ad revenue is up 19% and mobile is finally starting to look cracked… You have to be quite bullish about the next few quarters on that footing!

The big take home is that mobile ad revenue has increased by 81% YoY (year in year). Facebook’s prime growth area was in mobile and Google has been looking like a ‘me too’ offering by mirroring their desktop proposition. With video becoming more and more accessible (both to business and to consumers mobile devices), this is going to gain pace.

…one last thing: say hello to our newest recruit!

This month, Traffic Jam Media has continued to grow with the arrival of Sree, the newest member of our team.

As a Digital Marketing Manager, Sree will be responsible for working closely with our clients to deliver exceptional PPC and SEO campaigns.

Looking forward to having you aboard fella!

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