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 claims bots are the main reason for changes to Keyword Planner’s data
Just last week, advertisers noticed that Google Keyword Planner was displaying ranged data for search volumes. As a result, lower spending accounts are now having limited access to data.
According to Google, these changes were implemented to ensure AdWords advertisers are able to get the information they need to optimise their accounts. However, as Search Engine Land points out, this move was most likely implemented to penalise SEOs and other non or low-spending advertisers.
On Thursday, ‘CassieH’, a Google representative for these changes on the AdWords Community forum, added that the update would also prevent ‘bots and other services from abusing the intended use of Keyword Planner’.
The TJM take: We’re in agreement with Search Engine Land on this one- this is a strange excuse if high frequency bots are the reason for penalising lower paying accounts. Nonetheless, this can still be seen as a good step as the threshold for accurate data isn’t too high.
While it’s clear experimenting accounts (such as those held by SEOs) will bear the brunt of this change with their campaigns costing more, it’s great for the ‘big guys’ who spend a lot on AdWords already.
As we use a variety of resources our data, our clients shouldn’t be affected by this update.
Google tests Campaign Groups to track goals across multiple campaigns
According to Search Engine Land, Google may be testing a new feature that will enable advertisers to track goals across multiple campaigns.
Through the newly present “Campaign groups” menu option, advertisers are able to group campaigns into a Campaign Set and assign a performance target for their desired goal. These include conversions, CPA and spend. The tool will then provide a performance overview and forecasts for goal achievement at the end of the specified time frame.
These new tools were originally spotted by Ariana Wolf from 90octane. A preview can be seen below:
Image of the campaign groups tool in Google AdWords. Source: Search Engine Land
The TJM take: This is very interesting as it will allow advertisers to easily see how campaigns with the same goal are performing and compare them. If it’s formally implemented, this tool will allow for some quick insights into performing campaigns in larger and more complex accounts.
Facebook releases Livestage app for teens and users under 21
Facebook has launched a new video app called Lifestage for teenagers and those aged under 21. It will enable users to create their own online profile and share information with their friends through video.
Although it originally seems similar to Snapchat, Lifestage is an online profile that requires the user to answer questions by shooting videos (rather than typing responses). This ranges from the user’s likes and dislikes to their best friend, favourite music and the way they like to dance.
The app (which is currently only available for iOS users), was created by Michael Sayman, Facebook’s youngest full-time engineer at just 19 years old.
For more information on Lifestage, check out Flipboard’s original article.
The TJM take: It’s interesting that Facebook is now branching into the teen market (which is currently dominated by Snapchat), but are they too late to secure such a monopolised service?
Google is testing an overall Health Score for AdWords accounts
Google is trialling yet another new feature; this time in the form of an overall ‘Health Score’ for Google AdWords accounts.
With the new overview in the Opportunities tab, advertisers are provided with a Health Score for each of their campaigns, as well as recommendations to improve the performance of these campaigns. Just some examples include adding extensions and changing budgets.
Here’s an example of how these recommendations look:
Image of the Health Score tool in Google AdWords. Source: Search Engine Land
The TJM take: This is a good feature for those new to Google AdWords and we do like the checklist and think it's a helpful visual. Ideally, we'd want to add our own versions to ensure everything is being implemented and measured correctly.
From an agency perspective, we feel this lacks the detail required for professionals.
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