Tech Treats: 04.07.16

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 brings its Customer Match tool to Shopping campaigns

Earlier year, Google introduced a new Customer Match tool for AdWords advertisers. The aim was to increase ad effectiveness (and therefore, lead generation) by helping advertisers create ads that were tailored more specifically to their current customer base.

According to a recent post from the Inside AdWords blog, Customer Match will now also be available for Shopping ads.

Like the original Customer Match tool for Search, Gmail and YouTube, ‘Customer Match for Shopping’ will enable advertisers to upload a list of email addresses from their existing database. These contacts will then be matched to signed-in Google users and added to a remarketing list to ensure relevant ad targeting.

The TJM Take: Matching your own customer data is the future, but we feel it’s a big shame that matches can’t be made using mobile phone numbers– the match up rate on Facebook skyrockets when we can! Pull ya finger out, Big-G!

Google Keyword Planner now combines related keywords and key phrases

Last week, Google updated the Keyword Planner to provide combined data for related search queries.

Up until now, Google’s Keyword Planner would display individual traffic volume for keywords and key phrases. This means that searches for ‘fridge’ and its plural form, ‘fridges’ will be combined to display one set of data. The same will also be true of keywords with the same meaning such as ‘search engine optimisation’, ‘search engine optimization’ and ‘SEO’.

Stemming variations (such as ‘ing’, ‘ed’ and ‘ised’) will also be grouped together, as will differences in punctuation, and words that can be spelt with and without spaces.

The TJM take: While we can understand why Google has decided to combine the plural and non-plural forms of keywords, the Keyword Planner has become a less accurate tool as a result.

As search volume data is now comprised from a number of keywords, it could unintentionally mislead advertisers. According to The SEM Post, this is because it won’t take into account the additional hidden keywords that have also used to generate this statistic.

Twitter will make images searchable with #Stickers

Twitter has announced the release of #Stickers, a new feature that will act as a hashtag for images and make them searchable through the social media platform.

So, how will it work? To add a #Sticker, users will be able to choose from a library of emojis and similar accessories. When one is selected, it can then be resized, rotated and placed anywhere on the picture.

Images with the same #Sticker will then be collated into one timeline, making them easy to find in the same way that hashtags are.

The TJM take: Although it’s too soon to determine what sort of impact #Stickers will have, social media is becoming an increasingly important digital marketing tool that shouldn’t be overlooked. In the same way that hashtags enable your content to reach a wider audience, #Stickers could provide a great way of increasing your brand awareness and driving traffic to your website.

This feature will be available in the coming weeks, so stay tuned for more information!

65% of customers communicate with businesses through chat apps

New research from Mobile Ecosystem Forum (MEF) and Mblox has found that 76% of customers have received an SMS from the likes of banks, healthcare and retail brands, and a further 65% have directly interacted with businesses through chat apps.

The report also shows that consumers are now using chat apps more than SMS, with the most popular platforms being Facebook Chat and Whatsapp.

For more information from the report, check out Marketing Tech’s article.

The TJM take: We have commented on this in the last few Tech Treats. 'Chatbots' and chat apps are set to pick up service and sales for companies, perhaps taking it as far as an ‘email 3.0’ scenario where most support is done via chat apps.

There will no doubt be big questions as to how compliance will work, but companies need to engage on the platforms where their users are.

…and one last thing: Google Maps and Google Earth are now high res!

As was reported on the official Google Maps blog last week, Google Maps and Google Earth have been updated with new high resolution satellite images.

Thanks to the Landsat 8, which was launched into orbit by NASA in 2013, images are now clearer, more detailed, and more true to colour than ever before.

The images have been updated available across all of Google’s mapping products, so why not check it out for yourself!

Are there any topics you’d like covered in future Tech Treats updates? Send us a message on social media or drop us an email.