Wednesday, 2 July 2014

10 Most Vital Paid Search Developments Till Date In 2014

Published by Jimmy on Wednesday, 2 July 2014  | No comments

For the product listing advertisements on Google and Bing, 2014 has been a big year. While Google started targeting more and more ads on Knowledge Graph, Bing started following Google in combining desktop traffic and tablet. Google also added that it would start stripping off paid search queries from referrer strings. Now that it’s already July and we’re halfway through 2014, let’s take a look at the changes and announcements to come from Google Adwords and Bing ads.

Google Adwords:

Have you heard of the recent move made by Google in making Sridhar Ramaswamy as the head of Ads and Commerce? Ramaswamy was the man who shared the SVP. Ads and Commerce title with Susan Wojcicki, who then went on to run YouTube. Let’s have a look at the 7 noteworthy announcements from Google within the first half of 2014.

  1. Google Shopping Campaigns for PLAs are now globally available: Google doesn’t stop making considerable investments in Google Shopping and its famous PLA format as they have the goal of targeting more and more merchants to participate and click on it. Google Shopping being an aggressive competitor of Amazon product search, becomes a bigger reason for investment. The new format for product listing ads will be designed in a simpler way that would be easier to se up than in the original version. In the first quarter of 2014, PLAs drove 29% of clicks among its retail clients and the move to Shopping Campaigns shows that Google finds more opportunity in Google Shopping and PLA format.
  1. Google’s ‘Step Inside AdWords’ News: Google had made different announcements around the capabilities of advertisers for app marketers and about a smart reporting functionality that allows the managers to build tables in the Web UI. Was this huge news for the advertisers? No! But still it is included here for 2 reasons. Firstly, this lead-up was given so much importance by Google that instead of exciting people, people got scared about enhanced campaigns. Secondly, because it cuts short the growth of app marketing and mobile advertising. Google also faces lot of competition from FBX or Facebook’s ad exchange and from Twitter and its mobile network. And this is being counted as Google’s effort to step up its own abilities.
  1. Google tests more ads on Knowledge Graph Panels: We have already seen several examples of Google testing different ad types in various formats including the Knowledge Graph panels. This originated in December when the sponsored local car dealership listings started showing inside Knowledge Graph results. In the month of February, ads for streaming services started to be spotted on Knowledge Panel, including Google Play. This trend of testing new ways of including ads is likely to continue.
  1. Google starts Google Shopping with Amazon Talent: This Rangespan acquisition didn’t cause any noteworthy changes for the advertisers but it does hold some significance for Google Shopping. Rangespan offered opportunities to the merchants to recognize and source top-selling products and cross-sell suggestions and reporting of price competitiveness. Their entire team joined Google Shopping.
  1. AdWords Editor Version 10.4 comes with support for bad strategies: This was one of the most noteworthy update by Google. Editor was lagging behind the Web UI and Google would eventually ditch support for the tool entirely. The version that was released in April would include support for automated bidding strategies, engagement ads, impression bidding and more. However, it still lacks functionality.
  1. Google brings ‘Not Provided’ to advertisements: This announcement created the biggest waves in the community for paid search. Google was able to locate the discrepancy in not passing the search questions from organic clicks in the referrer string. While the marketers that pay for ads, get the data in analytics. Google said that they won’t pass the search query in the referrer string on paid clicks. This gave birth to the ‘Not Provided’ to PPC. Nevertheless, search queries are still available in AdWords.
  1. Debuts AdWords Consumer Rating Annotations in US, UK and Canada: This may not directly affect the advertisers but Google’s announcement that it had been conducting surveys on brands and merchants has begun populating ads with ratings feedback. This shows that Google is sitting on a pile of data, garnered from its GCS or Google Consumer Surveys.
Bing Ads:

Here are the 3 announcements made by Bing Ads in the first quarter of 2014.

  1. Bing Ads introduces product Ads in US and mobile version is in Beta: This is certainly big news for all the merchants that have achieved success with Google Product Listing ads. Most of them believe that the addition of product ads on Bing is a positive move and is worth it.
  1. Desktop and tablet traffic will be combined: Microsoft had once said that it would combine tablet and desktop traffic. The reason was that this combination makes Bing Ads more attractive for most of the advertisers who import campaigns from adwords. Bing Ad’s bait to the advertisers who wishes to control device is to offer a tablet bid modifier which ranges from -20% to +300%. With such a range, you can easily opt out of desktop traffic with this +300% modifiers. What they demonstrate with this move is that they’re moving towards parity but yet there are areas of differentiation.
  1. URL auto-tagging finally arrives: Yes, this was big for Bing Ads. The advertisers always requested to have the ability to auto-tag destination URLs with UTM tags. This job was baffling enough and that’s why it took so long but now it’s here. Now that this is here, the engineering team should concentrate on the second big request, building a Mac version of Bing Ads Editor.
This is it for the first half of 2014! Happy Surfing with Google and Bing! Some other announcements are soon to be rolled out.

About Author

Amit Singh is a founder of searchenginestory.com he share his immense knowledge of Search Engine Optimization in this blog.

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