Rachel Poole and Sarah Kemp detail the latest in paid search news and advice, including Google’s new green ad label announcement, top rated shopping ads, and improvements to the Bing app across iOS and Android.
Throughout June 2016, more and more people have been reporting Google’s use of green ad labels. The switch from yellow to green ad labels is no longer a test and will be officially rolled out to all users.
Google released the following statement:
We regularly test ways to improve the look and feel of our search results page. We’ve been experimenting with a green search ad label and have decided to roll it out based on positive feedback from users and advertisers. Our goal is to make our results page easy to use, and our labelling clear and prominent.
With the same green colour being used for both the ad label and the display URL, it might seem that the ad is easier to miss in SERPs, however Google’s research found that this was not the case. In particular, the colour change did not affect users’ ability to distinguish between paid and organic results.
Google is currently testing a new way of presenting shopping ads, ranking them by customer ratings.
Now showing a tab for top rated products, Google is also ranking these ad listings in first, second and third most popular positions. These results are more likely to appear when using search terms such as ‘best’, demonstrating Google’s intention of providing ads based on specific user intent.
Although a small change, this move shows the increasing importance of the use of structured data on retailers’ sites, helping Google to improve users’ search experience, and brands to provide rich snippets that increase click-through rate.
Bing has developed a new version of its iOS and Android app, giving advertisers the ability to edit text ads and manage disapprovals via mobile devices.
Previously, advertisers had to use Bing Ads or Bing Ads editor to make changes to their ad creatives. With the newest update, you can perform updates to your text ads remotely while at meetings or conferences, ideal for small tweaks that need to be made immediately.
Disapprovals can also be managed with the new app update, helping advertisers to quickly make required modifications to ads after a disapproval notification.
To find out how to make changes to your ad creative, simply go to the ad summary screen and tap on the pencil icon to begin editing.
With the changes to text ads within Google, Bing will now be supporting expanded text ads to assist advertisers across the board.
With the Bing network introducing compatibility of expanded text ads, it will now be easier to provide more information to users about a retailer’s destination. And for advertisers, this will mean potential increases in click-through rate as well as increases in traffic.
The ads in the new format will always be optimised for mobile, as well as working seamlessly across tablet and desktop, helping advertisers to create longer and more engaging ad copy.
The exact changes to ad copy, including character limits, can be seen below:
Bing will be ready to give full support for expanded text ads by the end of Summer 2016.
Bing Ads has introduced Shared Budgets, helping advertisers to simplify their daily budget management.
With Shared Budgets, advertisers will be able to automate the distribution of single daily budgets across all campaigns and sub campaigns, meaning less manual updates for each campaign, reducing set up and management time.
What are the benefits of Shared Budgets?
Currently in development for all Bing Ads applications, Shared Budgets will soon be seen across the Web UI, API, Editor and apps.
Take a look at our last PPC News Roundup: Google Announces Expanded Text Ads
If you’re wondering how changes to text ads will affect your AdWords account, contact our PPC management team for more information on how we can provide you with support.