Coupons & Discounts
In a recent blog post Albert Wang, a global policy manager with Bing Ads, announced that as of now plain text phone numbers will no longer be supported as plain text entries within Bing advertisements. Bing wants you to focus on displaying your contact information via Call Extensions or Location Extensions, two features centered on displaying contact information directly within your ads. Current advertising campaigns will not be affected by the change until June so long as the ads aren’t changed in any way, shape, or form. That means no updates, including typo corrections – or the new policy checks will be applied to your ad.
Due to a change in our editorial policies, starting February 2015 in the United States, United Kingdom, Hong Kong and Taiwan, phone numbers will only be allowed through the use of Call Extensions or Location Extensions. The ad, title, body, URL, and any other ad extensions, such as Sitelink Extensions, can no longer feature phone numbers in plain text.
Back in the fall of 2014 I had written to let you know about Yahoo’s decision to shut down the classic Yahoo directory. Well December 31st was the last day for the Yahoo Directory as we know it – and today the old URL now redirects to the Yahoo Small Business Directory. Some of the relevant category links from the old Business section have been redirected to appropriate sections within the Small Business Directory – however plenty of category links now sadly 404.
Those of you who used to have your business listed in the Yahoo Directory can now resubmit to the Yahoo Small Business Directory if you’re not already listed. The big difference in the Small Business directory is that it’s actually free to submit your business listing as opposed to the fees charged by the original Yahoo Directory. To list your business simply head on over here and select the Basic listing option towards the middle of the page.
Earlier this week Google announced a brand new ad widget which allows you to place a dynamic countdown into your Google Adwords ads. This includes the ability to set the following features within your ad copy:
This should surely help drive up the sales this holiday season. Kylie Beals, eCommerce Marketing Manager at Clarks Americas, says: “When using countdown ads over the Black Friday / Cyber Monday weekend, we noticed a 32% uplift in CTR. The ads proved effective at driving urgency once the consumer was onsite because conversion rates increased 3% over static ads.“
Here’s what the setup for countdown ads looks like:
Technology has had a major impact on the world of marketing, making it possible to target customers more accurately than ever before. However, when it comes to selecting the best tool to deliver a message there’s still confusion, especially since the rise in importance of social networks. A new survey by email marketing brand Campaigner looks at the technologies businesses see as most effective as part of their marketing effort.
The results show that email remains a favorite channel with 60 percent of respondents rating it as the best return on investment generator. Looking ahead to next year 76 percent plan to invest in email will with 33 percent investing in social media.
Newer methods like mobile are developing slowly with 36 percent reporting that it won’t impact their marketing strategy and 39 percent saying they’re still researching the technology. Mobile payments are seen to have limited impact too, with 87 percent saying that Apple Pay won’t have an impact on their 2015 marketing strategies.
“2014 has been a year of evolution in the marketing industry. Given the introduction of tech advances like Google’s Inbox, the new Promotions tab, Twitter’s Buy Button and Apple Pay, the modern day marketer has a lot to consider when developing 2015 strategies,” says EJ McGowan, general manager at Campaigner. “In order for marketers to effectively stay up-to-speed, they should regularly monitor consumer reactions to new innovations and adjust strategies accordingly. Moving into 2015, I predict email will remain a significant investment in overall planning, with added emphasis on the mobile commerce movement“.
An overview of the survey results along with hints for marketers for the coming year is in infographic form after the jump.
Jade Wang, a member of the Google Business Help team, made a new post over at the Google Business Help forums with a set of tips for businesses to make the most of the holiday season. There’s some good tips in here and I thought it would be appropriate to share them here:
With Thanksgiving right around the corner, and Christmas and New Years coming up soon after Google wants to make sure their eCommerce advertisers can make the most of the holiday season through their shopping campaigns. As such they have introduced a slew of new features specifically designed to help users boost their marketing campaigns.
First up is a brand new auction insights report which allows you to see your ads search impression share, device and time segmentation, bid simulator columns, and a flattened view of product groups. Furthermore you can compare your Product Listing Ad (PLA) performance to that of other advertisers who are participating in the same auctions as you.
Next up search impression share has been improved to be more aligned with text ads, according to Google. Now, users can learn which campaigns are limited by a low budget with Lost IS (budget) and which ones need further optimization with Lost IS (rank). Google notes that there may be a change in impression share between October and November, because now the company calculates search impression share at account level.
In addition, bid simulator columns show users what their advertising results could’ve been if they had set different bids. Google suggests that users add these columns in the product groups tab, so that they can find product groups that’ll drive the most incremental clicks.
Lastly, the flattened view of product groups allows users to sort product groups within an ad group based on performance data and easily identify which product to optimize. For example, users can sort by impression share, cost per click, or other metrics.
Back in June last year I had first mentioned the introduction of the carousel display for Google local listings which was loved by many business owners allowing alot more businesses to be on the first page for a search result. Sadly Google has officially dropped the black carousel user interface from their local listings.
So now if you run a search for a “new york sushi restaurant” you will no longer see the black-background carousel. Instead you will get three of the top matching local listings based on your query and Google’s determination of relevancy.
The new interface is much cleaner; however chances are if you’re business doesn’t appear within the top 3 results you won’t be very happy with this change.
The Google Trends is a great little service that lets you easily keep up with all the popular news of the day. This used to be based solely on searches, however as of yesterday Google Trends will now also showcase trending Youtube videos which will surely have video marketers excited.
If you click into Trending on Youtube you’ll be able to go through 200 of the top trending Youtube videos. For now, you can only see the trending videos in the United States, but I’m sure an expansion is sure to come in soon to showcase international videos aswell.
In a press release issued late last night Yahoo has announced that they have closed the deal with BrightRoll, the digital video advertising service purchasing it for $640 million (€514 million). This new purchase gives Yahoo a fighting chance at becoming the huge video advertising platform they’ve been wanting to achieve.
“Video, along with mobile, social, and native, is driving a surge in digital advertising. Here at Yahoo, video is one of the largest growth opportunities, and BrightRoll is a terrific, strategic and financially compelling fit for our video advertising business,” said Marissa Mayer, Yahoo CEO.
She added that as with every acquisition, Yahoo has been thoughtful about how it approaches the video advertising space. Mayer believes this acquisition will accelerate the growth of both companies. BrightRoll can scale to even more advertisers at a global level, while the huge platform offering BrightRoll can be offered to Yahoo’s own advertisers.
As for the video advertising platform, they believe the next step for the industry is extending and standardizing globally, making cross-device buying simple and measurable, while complementing and integrating with TV.
“We are excited to join Yahoo to materially advance efforts in each of these areas. We’re still in the early innings as an industry, and together, BrightRoll and Yahoo are committed to the vision of helping grow the entire video advertising ecosystem,” said Tod Sacerdoti, BrightRoll CEO and Founder.
Despite the recent report showing that Google AdWords is getting cheaper to participate in – Google is actively developing more and more features to enhance PPC advertising for business owners. Yesterday Google announced yesterday that call extensions now support the use of local forwarding numbers – thus further localizing your ad. Local Google forwarding numbers will share the same area code as your current business phone number, or if the same area code is not available a local area code for the same geographic region will be used.
As of now this is only setup to work for US based businesses. For more information about how to setup a local forwarding number see the Google help documents.