Rachel Poole and Sarah Kemp detail the latest in paid search industry news, including AdWords supporting remarketing to YouTube viewers, Facebook’s ad placements across alternative platforms, and 7 brand new AdWords interface features.
Google has now leveraged the ability to remarket search ads for any viewers who watch a YouTube video from a particular business.
On 13 July 2017, Matt Southern wrote on Search Engine Journal:
YouTube has already allowed advertisers to remarket YouTube ads to people who have previously interacted with their channel, however now the same list of people can be used for remarketing lists for search ads users.
This means marketers will be able to successfully move possible customers further down their sales funnel by implementing a new video remarketing plan. Google acknowledges that YouTube reaches more 18+ users than any other TV network, resulting in the potential to reach out to customers that are qualified with ‘buying power’.
Google has updated its AdSense policies to ban the use of ads on pop-under pages. The update follows an executive decision which concluded that ads on pop-under pages fail to provide a positive user experience.
For businesses that want to use AdSense ads and remain in Google’s good books, now is the time to make the switch from using pop-unders.
Advertisers using the new AdWords interface will have access to seven shiny new features for improving campaign performance by the end of 2017.
For the past year, there have been numerous updates and modifications happening behind the scenes, and Google has recently announced the new interface will be fully accessible to all users by the end of 2017.
Currently, advertisers can easily switch between AdWords’ old and new interfaces.
Advertisers already using the new interface have access to features such as promotion extensions and audience pages. Next year, new features are set to include landing page performance, Google attribution and custom in-market audiences.
The new features are designed to provide advertisers with yet more ways to improve ad performance.
Bing has started preparing users to say goodbye to its Campaign Planner, set to desist on 26 July 2017.
As such, the company decided to make the all-new Keyword Planner tool its new focal point, particularly for advanced vertical and keyword research.
Bing’s Jessica Cui wrote on 7 July 2017:
We will continue to add new capabilities to Keyword Planner throughout the year. For example, we recently expanded the availability of this tool to France and Germany.
Facebook has started to place ads in different locations throughout its platforms, in an attempt to create a surge in revenue.
According to Investopedia, this is due to a lack of space on its News Feed, which could leave Facebook set for a revenue decline throughout 2017.
To combat this issue, Facebook has been trialling ad placements on Instagram (particularly in Instagram Stories), and in Facebook Messenger, following successful testing in Australia and Thailand.
According to Recode, Marketplace (Facebook’s platform for buying and selling goods) is also receiving numerous tests. On 17 July, Donna Fuscaldo wrote:
The company is betting that one of these areas will be a huge hit like ads on News feed has been, giving it more growth in online advertising…
And of course, for advertisers, it will mean another ad placement opportunity to explore.
Check out our last PPC news roundup: AdWords New Headline Creator