E-Power Online Marketing Roundup: The Week of April 1, 2016
On a day full of jokes and giggles, E-Power brings you the Online Marketing Roundup for the week. Trust us when we say there are no jokes in this week’s update! Google AdWords really is redesigning its platform, Bing Ads is discontinuing Campaign Analytics, and 60 second videos are actually happening on Instagram. Don’t believe us? Check out the this week’s roundup for the cold, hard facts.
Google AdWords is Being Redesigned: The new design will focus more on advertisers’ business and getting the data you want quickly with simply, but powerful, tools. While most advertisers won’t see any major changes until later in 2016 or even into 2017, a selection of advertisers will be invited to try out the new design and provide feedback before it is released across the board. Check out a sneak peak from the AdWords Blog below.
“This rise in complexity has created the need to reimagine AdWords, and over the past year, our product teams have been thinking hard about about how we can make AdWords as relevant for the next 15 years as the first 15. From creating a single Shopping campaign to updating thousands of text ads, we needed to do this in a way that works well for all advertisers around the world, regardless of size or objective.”
Campaign Analytics Expires in Bing Ads in June: Since the release of Universal Event Tracking UET, a majority of Bing Ads advertisers are now using it to track their programs’ performance. Because of this, Campaign Analytics will be discontinued in June 2016. Here’s a breakdown of the timeline until then:
“Most of this transition will be done by Bing Ads. However, [advertisers] will need to replace [their] Campaign Analytics tags on [their] website with the new UET tag by the end of June 2016. To make the transition easier for [advertisers], we have a two phase rollout.”
Automotive Ads are Now Available for OEM Automotive Advertisers: Last May in our Step Inside AdWords Blog series we covered new ad formats for Search that Google was testing. One of those, Automotive Ads, has been rolled out to all OEM automotive advertisers. This ad format provides searchers with a mobile showroom full of images of cars in stock at the advertiser’s dealership.
Bhanu Narasimhan, Direct of Product Management for AdWords said, “In the past year, search interest for “car dealerships near me” has doubled, with interest in dealer phone numbers up nearly 80% year over year.” Automotive ads feature directions, a clickable phone number and the locations of dealerships in the shoppers’ area. Check out the GIF on the right from the Google AdWords Blog.
“To help shoppers navigate from the mobile showroom to a test drive at their local dealership, we’ve built Automotive ads to work seamlessly together. Auto shoppers who start their search with a car model can easily tap on the “Dealers” button in the Model Automotive ad to get directions to or call local dealerships. For example, if someone taps on the Model Automotive ads “Dealers” button after searching for “2016 Toyota Prius,” Google will automatically show Dealer Automotive ads for Toyota dealerships near their location.”
Google’s Knowledge Graph Now Includes a Share Button in SERPS: This new feature allows users to share the information in a Knowledge Graph, which includes facts about the search query you entered. Of course the types of facts depend on the type of query you’ve searched. You can see an example below with a search for “batman vs superman”. The share button appears next to the title of the movie and when you click on it, a box appears with options to share on social sites, via email, or with a short link.
Twitter Makes it Easier to Track Conversions with Universal Website Conversions Tag: Prior to this announcement, the way to track conversions in Twitter was through a single-event conversion tag. Advertisers needed to create a new snippet of code for each conversion event and audience. Now it is easier to create and manage conversion events and tailored audiences without having to make changes to the tags on your website. Cool, huh?
“With the universal website tag, you can install a single snippet of code—the universal website tag—across your entire website by placing it in a global page header, on every page of your site, or in a third-party tag manager. Once installed, you can use the universal website tag to easily create and manage conversion events and tailored audiences without making any additional changes to tags on your website.”
60 Second Videos Are Coming to Instagram: According to Instagram, the time people spent watching video increased by over 40%. Giving users longer videos will allow for more in-depth stories and interaction with followers. Included in the update will be the ability to make videos out of multiple clips from users’ camera rolls.
“We want to bring you fun, flexible and creative ways to create and watch video on Instagram. As part of our continued commitment, you’ll soon have the flexibility to tell your story in up to 60 seconds of video. This is one step of many you’ll see this year.”
Pinterest Launches How-To Pins: Pinterest has been evolving over the years to make users’ experience better and better. Today, it launched how-to Pins. These Pins show users a glimpse of what it might take to complete a project or recipe before diving into the website. Brands can take advantage of this new Pin type by really showing their audience what they can expect when they go to their website for this specific item. Product Manager, Jason Costa, says that users will start to see creative lifestyle experts, hair and beauty pros, fitness buffs, cooking enthusiasts, and DIYers using these pins. Android and web users will start to be able to create how-to Pins this week. How would you use this for your brand?
“Today we’re introducing how-to Pins—so you can see at a glance what a Pin might be like to try. The next time you find an interesting project or idea on Pinterest, you’ll see a snapshot of the steps right below the Pin image. You can also click or tap on any of the steps to get the full instructions and a list of supplies—without ever leaving Pinterest.”
See? These updates are no joke. How would your brand update its Online Marketing strategy to take advantage of some of these new products and features? Is your Bing Ads program ready for the tracking update? Thanks for catching up on Online Marketing news this week! Keep an eye out for new content on Facebook, Twitter, Google+ and LinkedIn for posts so you don’t miss out!