Rachel Poole and Sarah Kemp detail the latest in paid search industry news, including Snapchat Ads from Burger King and Sainsbury’s, AdWords’ terms and conditions update, and Facebook’s monitoring of targeted ads.
Snapchat Ads From Burger King and Sainsbury’s
Do you have a pair of spectacles? Maybe so – but do you have a pair of Snap Spectacles?
Almost a year ago, Snapchat released its advanced sunglasses which have an inner camera, so the wearer can record videos at eye level.
Now, businesses are implementing these high-tech glasses to shoot their latest ads.
Take Burger King for example. The fast food chain’s ad for National Cheeseburger Day went out on 18th September 2017 and is creatively different to other ads in the way the glasses capture circular video.
Here’s what Brooke Scher Mogan, a spokesperson for Burger King, commented:
This is the first time [we’ve] produced anything on Spectacles… the brand has done a bunch of successful campaigns with Snapchat in the past.
Sainsbury’s released its ad here in the UK, which features nine seconds of people cooking, trying and enjoying a meal, with the supermarket’s branding as an out image.
AdWords Customers Provided With New Merchant Tools
In preparation for the impending holiday season, Google has released new merchant tools for its AdWords customers.
The team at Google says:
The new feed experience, you’ll be able to add or override product information with supplemental feeds, easily expand to new countries with multi-country feeds, and use the power of Feed Rules on product data from the API.
The search engine hopes this will improve data and campaign performance, increasing CTRs and conversions.
Facebook Now Traces Your Footsteps
To remarket to customers who have walked into their physical stores, Facebook has allowed many businesses to distribute ads to this specific target audience.
Not only can they reach out to people who have visited their bricks-and-mortar stores, but they can go down the opposite avenue and exclude those very people, in an effort to attract new custom.
But how is this possible?
Facebook’s location tracking feature makes it possible, and the team have said the following:
Driving foot traffic to store locations remains a priority for marketers, and many businesses are doing this with our store visits objective.
Updates To AdWords’ Terms & Conditions
There have been some changes made to AdWords’ Terms and Conditions, which could impact your account.
Here are some of the noted developments:
More flexibility to notify or inform advertisers via phone calls, text messages and emails.
New provisions related to how products and features are tested within AdWords.
In the U.S., Canada, and most countries in Latin America and Asia, a provision to use arbitration to resolve disputes rather than jury trials or class actions.*Follow the instructions in the dispute resolution section of the terms to opt out of this provision (U.S. and Brazil only).
New provisions related to the disclosure of technical errors and bugs within AdWords.
New data protection terms related to the EU General Data Protection Regulation (GDPR) and other EU privacy frameworks.
Remember – you must login and approve these changes, otherwise your ads may be paused for 45 days from the date of the email.
Account-Level Ad Extensions From Bing
Bing Ads has announced advertisers can attach ad extensions to their campaigns at account level.
To do this, simply navigate to the All Campaigns tab. Once you have added this extension, it automatically adds to all campaigns, even future ones.
To improve user experience, this new feature will save advertisers a lot of time, as they can now apply the same extension to multiple ad groups instead of doing so one at a time.
Here’s what the Bing team wrote on 21st September 2017:
This feature will be rolling out to everyone over the next few weeks, so if you don’t see it now you certainly will eventually.
More Paid Search News and Advice
Check out our last PPC news roundup: Automated Ad Suggestions Round Two