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 paid adverts, we’ll ensure you’re always kept in the loop!
Here are the topics we’ll be discussing with our clients this week:
Increase conversions with “Search Network and Display Select”
Having recently entered the new year, it’s a great time to review your AdWords campaigns, determine which are generating the best results, and update those that are lagging behind. How can you do this? With the “Search Network and Display Select” campaign type.
Although similar to a “Search Network only” campaign as you determine the most relevant keywords, create ads and set bids, the newer “Search Network and Display Select” campaign type appears across more channels, typically resulting in a 15% increase in conversions at a higher cost.
This is because these campaigns “are shown selectively on the Google Display Network and bidding is automated”, leading to ads being more likely to reach an interested audience. This is done through contextual targeting, matching your keywords with affiliate websites where similar keywords appear.
The TJM take: This won’t necessarily be the best option for all campaigns, as not all ads will match up to the campaign type. Therefore, “Search Network and Display Select” should be considered on a case-by-case basis. If interested, we advise speaking to your account manager.
Managed account names to be editable by clients
Google AdWords users have been notified that clients will soon be able to view the names of managed accounts. Starting in mid-February, the update will also enable clients to edit names assigned by their account manager.
The TJM take: We advise clients not to change the names of their accounts as it could cause confusion. If you do wish to change them, it’s best to speak to your account manager.
New updates available for Bing Ads iOS and Android 2.0 apps
In case this has flown under your radar, Bing Ads released their app for Android 2.0 back in March last year, followed by the Apple iOS version just a month later.
Bing has recently updated the app for both platforms, releasing 3 new features to make changing and tracking your campaigns quicker and easier. These include the ‘Favourites’ feature (which allows users to favourite their most important campaigns to keep track of them), and the redesign of the summary screens where statuses, budgets and bids are changed.
Bing releases Keyword Planner V2
In January, Bing announced improvements to the Keyword Planner tool through the release of V2. The new features have been designed to help users make better connections between their audiences and their ads, and include:
- Competitor insights and benchmark (competitor domains and market leader domains)
- Customisable ad groups and keyword bids
- Landing pages added as keyword suggestion sources
- Flexible time range customization up to 24 months
For more information on the new features, check out this post on the Bing Ads blog.
The TJM take: due to the inaccuracies of the previous version of the Keyword Planner, we feel that an update can only be a good thing. To determine V2’s accuracy, we plan to test it in the coming weeks.
Google to show counter-radicalisation search results
Last week, Google announced plans to combat radicalisation under 2 new pilot programmes. Working with a number of non-profits organisations, the aim of the schemes is to make counter-radicalisation videos (and related content) easier to find.
With the free Google AdWords grant programme, eligible non-profits organizations will be able to run ads against the terrorism-related search queries of their choice. This means that as well as increasing the findability of such content on YouTube, users searching for the chosen extremism-related content on Google will automatically be shown anti-radicalisation links instead.
One last thing…
Don’t miss Bill Gates featuring on Desert Island Discs.
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.
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