December 2016


December 5, 2016


Industry Insights


Marketing Professionals

Remarketing comes to Bing Ads Editor and additional support for Bing Shopping Campaigns

With the release of Bing Ads Editor version 11.7, Bing has added support for managing remarketing in Paid Search audience associations.

According to the post on the blog, Bing Ads remarketing for paid search campaigns allows advertisers to ‘’create, modify, and delete audience associations from Bing Ads Editor. One or more ad groups can be easily associated with one or more audience lists. You can then adjust your bids on specific Audience association to maximise the chances of showing your ads to the audience that matters the most.’’

In the ad group editor pane, you can set the audience targeting to either Bid only or Target and Bid. Bid only shows ads to everyone. Target and Bid shows ads only to the selected audience, with the option to make bid adjustments.

In addition to this update, Bing Ads also supports product filters for Bing Shopping Campaigns. Under the Keywords and targeting section in Bing Ads Editor’s left navigation menu, there is a section for Product filters. Here, you can create, modify, and delete product filters for one or more shopping campaigns.

Bing local search update highlights business holiday hours in local listings

According to a post on the Bing blog, Bing local is ‘’collaborating with business owners and trusted partners to get accurate holiday hours in real time. When you search for local business, you’ll receive up-to-date changes for holiday hours.’’

The Bing holiday hours feature will be launched to both desktop and mobile immediately for all holidays moving forward.

Edit Expanded Text Ads in Bing Ads apps

Bing announced a latest mobile app update which allows you to edit your Expanded Text Ads on the go.

When you click on an expanded text ad in the app, you’ll be able to edit each aspect of the ad.

Google is officially retiring Map Maker.

In March 2017, Google Map Maker features will officially graduate and be integrated directly into Google Maps.

In a post, Google said ‘’this update will enable us to focus on providing the best editing and moderation experience within Google Maps on both desktop and on mobile. We’ll continue to roll out new features to make sure you’re able to do most of the things you’ve grown accustomed to doing in Map Maker – like edit roads – leading up to March 2017 and after.

Google testing Promoted Places with a small group of retailers

According to a blog post, ‘’70% of smartphone users who bought something in a store first turned to their devices for information relevant to that purchase. One in four of them also used a map through a web browser or an app before making the purchase.’’

Retailers such as Mac Cosmetics and Starbucks are testing Google Maps mobile Promoted Places ads.

‘’With Promoted Places, advertisers can improve awareness for their stores by branding their location icons with their logo. Clicks on a business’s logo will reveal promotions such as in-store sales or new products and services to help consumers decide where to go.’’

According to a post on Search Engine Land, Mac is testing the ads to promote new products. Jamie McQuary, senior marketing manager at Starbucks told Google ‘’Having out logo on the map helps our locations jump out and promoting our favourite menu items gives people a reason to choose us.’’

Google Image Search is starting to show AMP results

Google has started to show AMP results in their image search results.

To see this, simply search a query on Google Image on your mobile device. Swipe through the image results to see the ones which show an AMP logo.

When you click on the title of the image, it takes you to the AMP version of the page.

Product scheme rich snippets are making an appearing in image search results

Rich snippets via product schema markup are now being shown by Google in the image search results.

Since this change, Google updated the product schema developer documents. They now read:

‘’Add markup to your product pages so Google can provide detailed product information in rich Search results – including Image Search. Users can see price, availability, and review ratings right on Search results.

Using markup to enable rich product results lets you attract potential buyers while they are searching for items to buy on Google or images that include products you sell. Maintain the accuracy and freshness of your product information, so your customers find the relevant, current items they’re looking for.’’

To include product information in Image Search, Google suggests these guidelines:

Aaron Bradley was first to spot this and posted on Google+.

Google AMP reports now differentiate between critical and non-critical errors.

Google announced they’ve upgraded the AMP reports within the Google Search Console to ‘’clearly differentiate between critical issues that would prevent your pages from being served with AMP-related features on Search, and the other non-critical issues that would be good to fix.’’

Errors labelled critical would be ones that are causing your AMP content to not be indexed in Google.

Google has replaced ‘In the news’ title with ‘Top stories’ on desktop

Google ‘’Top stories’’ box has replaced the ‘’in the news’’ title on desktop.

This update to the design means the news box on desktop now matches that on the mobile version.

Business insider reported that this was launched to combat the fake news issues surrounding the company.

Google Search Console expands reports for property sets

Google announced that the Google Search Console now has more reporting options for your property sets.

On Property sets, Google wrote: ‘’Mobile app, mobile website, desktop website – how do you track their combined visibility in search? Until now, you’ve had to track all of these statistics separately. Search Console is introducing the concept of ‘’property sets’’, which let you combine multiple properties (both apps and sites) into a single group to monitor the overall clicks and impressions in search within a single report.’’

According to Search Engine Land ‘’when it first launched, it basically let you view the Search Analytics report for all the properties you combine with the property set.’’

With this update, you can now add any verified properties to a set, let the data collect, and then check out features like the mobile usability report, review your AMP implementation, double-check rich cards, or hreflang/internationalisation markup and more.

Facebook announces plans to combat fake news

Facebook plans to use crowdsourcing, fact-checkers and labels to combat fake news. In a Facebook post, CEO Mark Zuckerberg approached the problem. He outlined what the site was going to do to tackle the problem:

Twitter eliminating ads that request people’s personal details

Twitter is phasing out its lead generation ad format that brands could use to request people’s names, Twitter handles and email addresses.

A Twitter spokesperson confirmed the move in an email statement ‘’we are always experimenting with the best ways to help advertisers effectively connect with consumers. At this time, we intend to focus our efforts on building and improving other performance offerings that will help drive us the best performance for advertisers. ‘’

Instagram launches stickers for stories

Instagram announced an update to its Stories feature that lets users add decorative and informative stickers to photos and videos.

After snapping a picture or shooting a video in Stories, stickers can then be added. The platform launched the feature with a collection of holiday themed stickers, in addition to stickers for location, time, and temperature.

Rand Fishkin’s Whiteboard Friday ‘’10 types of content that work best for SEO’’.

In this Whiteboard Friday, Wizard of Moz, Rand Fishkin identifies the 10 distinct content types that work best for SEO. He explains those content types and how to match them to the right projects to get the best results.

Google’s Top Searches in 2016: Pokémon Go & iPhone7 outrank Donald Trump, Prince & Powerball.

This article breaks down the most popular searches on Google in 2016. No surprise that Pokémon Go was the number one search term.  Check out the article to see the full list:

Rebrand, Reposition – The Why?

When: Wednesday, 18th January, 6PM

Where: Clayton Hotel Cork City, Lapps Quay, Cork, Ireland

Cost: €25 for non-member, €15 for signed in member


Details: The Marketing Institute of Ireland are hosting this January Marketing event ‘’Rebrand, Reposition – The Why?’’, with David Field, Commercial Trading Director at Eason & Son.

Future Focus: Marketing Breakfast

When: Wednesday, 18th January, 07:45AM to 09:00AM

Where: Fire Restaurant, The Mansion House, Dawson Street, Dublin 2, Ireland

Cost: €30 for non-members, €20 for signed in members


Details: The Marketing Institute of Ireland are hosting a ‘’Future Focus: Marketing Breakfast’’. The event will feature speakers from different specialities who will examine Future Focus. The panel discussion will include, Conor Murphy, Managing Director, Vizeum Ireland.