Sarah Kemp and Rachel Poole bring you the latest paid search news, including the latest addition to Bing Ads, Google AdSense distances itself from fake news sites, and Google reveals new format for price extensions.
Bing Ads has been testing Dynamic Search Ads in the US. These ads will specifically allow marketers to create ads for search queries based on website content. Dynamic search ads help simplify the targeting process, with the choice to target ads on Bing by using content that appears on:
Running dynamic search ad campaigns can help you to find missed opportunities on valuable search terms that can turn into profitable conversions.
Google is making changes so that AdSense publisher policies will prevent fake news sites from serving ads going forward.
Google commented on the change: “Users don’t want to be misled by the content they engage with online. For this reason, Google ads may not be placed on pages that misrepresent, misstate, or conceal information about you, your content or the primary purpose of your web property.”
Along with Facebook, Google is taking steps to prevent fake news sites gaining significant amounts of revenue via advertising. The promotion of fake Google products, false proclamations of endorsements, and any deceptive practices will now be in Google’s sights, making it increasingly difficult for fake news sites to make a profit.
Since price extensions rolled out in July, their appearance was set out in a list form, similar to the way in which sitelinks are displayed. Now, Google will be introducing a new look for price extensions - displaying them as swipeable cards.
A typical price extension card includes a header, a description and price, although events and services can also be included in the new price extension format. They will continue to serve as direct links to the product being advertised, driving conversions.
As the new swipeable card format naturally takes up a larger amount of space in the SERPs, these new price extensions will be taking up prime real estate in search results at no additional cost to advertisers.
Instagram has announced that brands can now create photo and video ads in the vertical format and landscape format with up to a 4-5 aspect ratio.
The social platform commented: “Since the beginning, we’ve been thoughtful about rolling out ads on Instagram to give businesses and consumers the best experience possible. And ad formats are no exception. Portrait has long been available on the platform for posts, and it is a common format for consuming mobile content. Knowing this, we wanted to give advertisers everywhere greater creative flexibility by bringing the vertical format to Instagram ads.”
Catch up on our previous PPC News Roundup: AdWords Introduces New Marketing Goals Website
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