Rachel Poole and Sarah Kemp bring us the latest paid search news, including three new features from Google to help retailers maximise on Christmas shopping, Facebook makes Lead Ads available to all, and Twitter leases Moments and introduces a new analytics tool.
Google is rolling out three new features to help retailers make the most of Google Shopping this Christmas.
First, Google will be extending remarketing capabilities to both shopping ads and local inventory ads with ‘Shopping Remarketing Lists’. These lists can then be used to tailor your shopping bids and reconnect with customers at a more cost-efficient ROI.
Google is also introducing a ‘Shopping Insights Tool’ to identify the products that people are actively looking for and compare how consumers search differently on desktop and mobile.
Finally, the Assortment Report uses Google Merchant Center data feed to identify gaps based on popular products that shoppers are clicking on, in real-time. This helps retailers discover products that are not yet currently stocked and can also help with pricing decisions.
Facebook has opened up its lead ads to all advertisers. The ads were traditionally mobile-only ad units, used to capture quick information about those interested in knowing more. When a lead ad is clicked a form opens up that can be auto populated by Facebook profile data, making it incredibly easy for customers to submit a form.
With the new roll out, Facebook is also allowing customisation of the contact form so that businesses can capture more specific data about their customers.
Twitter announced on October 23 that it is to begin monetizing its new Moments feature, which it launched at the beginning of the month.
Twitter will lease a single Moments channel for 24-hours to advertisers, who can then curate and post tweets and video content. The first ad began running this week – with the first ‘Promoted Moment’ advertising the new Rocky spin off ‘Creed’ from the coalition of MGM, Warner Bros and New Line Cinema.
Bing Ads announced the launch of remarketing for search and shopping campaigns ready for the holiday season, in mid October. Very similar to RLSA in Adwords, advertisers can now serve ads on Bing and Yahoo search results to users who have visited their website. However, with Bing, the remarketing also extends to product ads in Shopping campaigns.
There is also a new Audience Performance report available in the reports tab for both granular and aggregate reporting on remarketing campaigns.
Twitter announced on October 26 that it would soon be launching Brand Hub, a new addition to its analytics tools.
According to Twitter, Brand Hub will help advertisers quickly understand their brand’s share of conversation, key audience and trends. It is a 360, real-time view that allows advertisers to see the impact of their initiatives on Twitter.
Twitter has also developed TrueVoice, a new metric that is only available within Brand Hub, which can track conversation share in real time. Brand Hub will also feature an Audience View that displays high-level insights about who is actively talking about your brand on Twitter, including location details, occupation types and gender.
Read our previous PPC news update: Amazon Ends Advertising Options
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