LAST UPDATED: INDUSTRY INSIGHTS
Shared Budgets now available in Bing Ads
Bing Ads announced the release of Shared Budgets. According to a post on their blog, ‘’if you have a budget of $20 to be used uniformly between two campaigns every day. On a given day, Campaign A spends only $8 (of its $10 budget) because it got fewer impressions and clicks than usual. Using Shared Budget, if Campaign B is performing well, Bing Ads will automatically allocate the unutilised $2 to Campaign B.’’
Shared Budgets is available in all Bing Ads applications, including the WEB UI, API, Editor (read-only) and mobile apps (read-only).
The benefits of Shared Budgets include:
Have a single budget that can be used by all campaigns under an account
Optimise your unutilised budget by having Bing Ads automatically allocate any remaining budget to campaigns that are performing well.
AdRoll’s November Product Roll-up
AdRoll has rolled out a number of changes and updates
- Updates to targeting: With the latest updates, you can exclude segments of potential customers by blocking computers or networks from your retargeting efforts based on their IP addresses. You can also block specific websites from showing your ads and create new segments of customers based on the pages they’ve viewed.
- Updates to campaigns: With the latest updates, instead of duplicating campaigns, you can now simply click on the ‘’resume’’ button to start running your ads again.
- Updates to reporting: AdRoll has added in a new return on investment column into the Campaign and AdGroup summaries so you can quickly evaluate which campaigns are doing well and which ones need attention.
For full details on the latest updates, check out the post on the AdRoll blog.
Google announces Mobile First Indexing
It shouldn’t come as a shock: most people are searching on Google using a mobile device.
Google has taken this into account and now plans to shift to looking primarily at mobile content, rather than desktop, when deciding how to rank results.
‘’To make our results more useful, we’ve begun experimenting to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile versions of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Of course, while our index will be built from mobile documents, we’re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices. ‘’
Here’s some recommendations Google is giving webmasters to prepare for the change:
- If you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop, you shouldn’t have to change anything.
- If you have a site configuration where the primary content and markup is different across mobile and desktop, you should consider making some changes to your site. Such as
- Make sure to serve structured markup for both the desktop and mobile version. Sites can verify the equivalence of their structured markup across desktop and mobile by typing URLS of both versions into the Structured Data Testing Tool and comparing the output.
- Use the robots.txt testing tool to verify that your mobile version is accessible to Googlebot.
- Sites do not have to make changes to their canonical links: Google will continue to use these links as guides to serve the appropriate results to a user searching on desktop or mobile.
- If you are a site owner who has only verified their desktop site in Search Console, please add and verify your mobile version.
We’ll keep you updated with the need to know when we start seeing the changes to the Google results and index.
Google Knowledge Panel adds like and dislike buttons.
With this latest update, if you search for movies or TV shows, there will be thumbs up and thumbs down icons in the knowledge panel to like or dislike the movie or TV show.
Google takes action against fake news sites
After concerns over the spread of misinformation online in the weeks and months before the US Presidential Election Day, Google have announced plans to restrict sites that publish fake news from using online advertising.
Google explained ‘’moving forward, we will restrict ad serving on pages that misrepresent, misstate or conceal information about the publisher, the publisher’s content or the primary purpose of the web property.’’
Google Maps gives a live view for popular times at venues
Google announced that Google Maps will now tell you how busy or slow a specific venue is in real time.
Google said it’s ‘’adding a real-time look at how crowded a place is right now, to help you decide where and when to go. Whether you’re rushing to pick up a last minute gift or seeking a lively bar for some festive spirit, check Popular Times for a sneak preview of what to expect when you arrive.’’
Google Home Services Ads come to mobile
Ads for local service providers such as locksmiths, plumbers, and handymen are finally showing on mobile.
The mobile ad format features a swipeable carousel of listings that feature a map of the service area where the advertiser operates. This feature is also being tested on desktop.
Instagram announces live video on Instagram Stories
In August, Instagram introduced Instagram Stories. They’re taking that a step further with live on Instagram Stories.
According to a post on their blog ‘’live video on Instagram Stories helps you connect with your friends and followers right now. When you’re done, your live story disappears from the app so you can feel more comfortable sharing anything, anytime.’’
To go live, simply swipe right from feed to open the camera, click the ‘’Start Live Video’’ button and start sharing for up to an hour.
Facebook bans fake news sites from using ads
Facebook announced that fake news site are banned from using the company’s advertising network to generate revenue. These sites fall into the category of illegal, misleading or deceptive content.
According to a report by the Wall Street Journal, a spokesperson for the company said ‘’While implied, we have updated the policy to explicitly clarify that this applies to fake news…we vigorously enforce our policies and take swift action against sites and apps that are found to be in violation. Our team will continue to closely vet all prospective publishers and monitor existing ones to ensure compliance.’’
10 Signs You Were Born to be a Digital Marketer
Choosing a career is definitely one of the most important decisions you will ever make. How do you know which career is right for you?
In this article, Brock Murray discusses the ten signs which show you born to have a career in digital marketing. Read the full article here: https://www.searchenginejournal.com/10-signs-born-digital-marketer/177662/
7 Tips for a Killer Facebook Video Advertising Strategy
Does your Facebook advertising strategy include video? If yes, then this is an article for you. Social Media Today offers some tips to help you create a powerful campaign that gets you notices and achieves positive results. Read the full article here: http://www.socialmediatoday.com/marketing/7-tips-killer-facebook-video-advertising-strategy
Is Social Media the New TV for Brands?
Television is declining and live streaming is picking up the viewers that fall from the traditional medium. This article breaks down the rise of streaming services and the downward trend of traditional TV viewership. Read the full article here: http://simplymeasured.com/blog/is-social-media-the-new-tv-for-brands/#sm.0000vmwyxe5t7cow10qqip396g5oi
Trump Dominated Instagram in Election Run-up but Clinton was Most Engaging.
In an election result that shocked the world, data from Instagram analytics and management platform Iconosquare, revealed that Trump dominated Instagram in the election run-up, but Clinton was most engaging). Check out the data here: http://www.digitalstrategyconsulting.com/intelligence/2016/11/trump_dominated_instagram_in_election_runup_but_clinton_was_most_engaging.php