Price-based selling has become inevitable in today’s business, and it remains a successful customer acquisition hook. Many of my clients tend to offer a “Low Price Guarantee” and insist on using it as the primary USP in their paid search ad copies. Recently, I had an interesting situation occur around this topic.
Since the successful launch of dynamic structured snippets for AdWords search ads, search marketers have been begging to be able to create their own customized structured snippets for their ads. Well, the wait is over, search marketers: AdWords has finally answered your prayers, and have launched their new structured snippet extensions for search ads!
Did you know that last year 28% of in-store sales were influenced by mobile devices, used either before or during shopping trips? In an effort to help retailers reach their customers at their most crucial mobile shopping moments, Google has come up with a few new ways to help retailers win those I-want-to-know, I-want-to-go, and I-want-to-buy micro moments.
It seems Bing Ads is always trying to catch up to Google AdWords, and their addition of UET (Universal Event Tracking) is latest step in that direction. So, what is Universal Event Tracking? Simply put, UET is a tag that enables performance tracking along with the opportunity to derive analytical insights.
What are the benefits of UET?
UET includes three key features that are similar to features offered in Google AdWords and
1. Site Analytics: UET provides customer engagement metrics, such as bounce rate, new users, etc.
2. Audience Remarketing: UET allows you to create remarketing lists and use remarketing in paid search.
3. Conversion Tracking: UET tracks all conversion actions, such as revenue and lead registration.
How do I implement UET?
Go to the UET interface within Bing Ads.
Click on “Create a Goal”.
Choose from a variety of conversion goals to monitor your customer activity (such as Destination, Duration by Visit, Pages per Visit, or a Custom Event).
Once your goal is created, click on “View Tag Details”.
Place your UET tag on all of your site’s pages.
Your tag will look like:
When Google launched their Shopping Campaigns for PLAs, many of us could predict the next step that Bing would probably take next to catch up, in order to enhance the online purchase experience of their users while also helping advertisers to bring their buyers closer to make transaction.
For those who thought that Bing Product Ads would be the closest Microsoft could get to emulating Google’s Shopping Campaigns, you’ll be pleased to know that Bing has now announced their new Beta for Bing Shopping Campaigns!
For Pay-Per-Click advertising management, the best strategy to ensure your accounts are running optimally is to be constantly testing elements. Luckily for PPC advertisers, managing all those tests at once just got a little easier with the addition of Labels in AdWords Editor.
Until last week, Labels in Adwords were only available through the Adwords web-interface. The moment we heard about an Adwords Editor update with support for Labels, we couldn’t believe the news!
While we’ve survived the arrival of Mobilegeddon, there’s a new big change happening that will affect online advertisers: Yahoo and Microsoft are altering their strategic search alliance. While according to the Yahoo press release, this change is being made to “improve the search experience, create value for advertisers, and establish ongoing stability for partners”, it is also sure to cause a major upset in the online advertising world.
HTTPS (Hypertext Transfer Protocol Secure) works by transmitting normal http interactions through an encrypted system so that the information cannot be accessed by any party other than the intended users. This technology is nothing new, as HTTPS has been around for over 20 years. However, in days past, web-server capacity and network performance were limiting factors for websites trying to adopt HTTPS protocol. Now, with the latest advancements in technology, the cost of adopting HTTPs is significantly lower, making more webmasters able to implement using it than ever before.
Bing Ads has always been right behind Google in terms of bundling their platform with more useful utilities. Now, with Bing Ads’ newly added UDT (Unified Device Targeting), they once again have showed that they’re keeping up in the race of paid search platforms!
As of March 23, Bing Ads has consolidated their device targeting options, likely inspired by Google’s Enhanced Campaigns. Bing Ads no longer allows users to separately target smartphones at the campaign level. Campaigns now automatically target all devices, and based on the device performance, bid adjustments can then be applied for tablets or smartphones.
Google Shopping is a great way to get your products in front of more customers who are actively looking for items like yours. However, it’s important to target the right kind of customers, and to optimize your campaigns to make sure you’re maximizing the benefit you can see from using Google Shopping.